Using Wellness Content on Your Website With Offline Marketing Strategies
E Nicholson
Owner @Azalea City Telesupport | Wellness Industry Focused Marketing | Wellness Content Strategy | Wellness SEO??
Using wellness content on your site with offline marketing strategies, is a great opportunity for businesses to connect with customers and provide helpful resources. In some wellness businesses, a website alone may not always be enough to reach all customers and drive "real" results. An omnichannel marketing approach that uses both online and offline strategies can be highly effective for these wellness brands.
The Power of Wellness Content Online
High-quality wellness content is a cornerstone of any digital wellness marketing strategy. Useful articles, blogs, videos and other resources allow customers to learn more about specific wellness topics that interest them. Some key types of wellness content to consider include:
Health and Nutrition
Articles providing evidence-based advice. Things like tips for a balanced diet, healthy lifestyle habits, nutrition facts and more. For example, plant-based meal delivery service like Purple Carrot could publish articles on "10 Surprising Benefits of a Vegan Diet" or "How to Get Enough Protein on a Plant-Based Diet."
Mindfulness and Relaxation
Mindfulness guides including meditations, yoga videos, journaling prompts and other practical tools customers can use daily. For instance, a meditation app could offer free videos teaching different meditation techniques like "Body Scan Meditation for Beginners" or provide journaling prompts for reducing anxiety.
Informative Interviews and Reviews?
Sharing expert insights on products, programs or other wellness offerings. A supplement company?could interview nutritionists and doctors to share expert insights on popular supplements and/or natural remedies in videos or podcast episodes. (Reviewing new product launches is also a good one.)
Educational Resources
Ebooks, checklists and infographics are made available for free download. By providing a free guide, an organic mattress company like, Essentia or Avocado Green establishes themselves as a sleep expert that cares about overall sleep wellness - not just selling mattresses. Customers view companies like this as a trusted resource to improve their sleep hygiene holistically.
By consistently publishing valuable wellness content, brands become established as thought leaders and authorities in their respective field. This helps boost organic traffic and search rankings over time, remember organic traffic is a marathon not a sprint. It also gives customers a reason to return to the website or subscribe to brand communications, like email.
Using Offline Marketing Strategies
While digital content is crucial, it may not drive real-world actions or experiences that support certain health and wellness goals alone. Pairing online content with complementary offline marketing strategies can take engagement and conversions to the next level. Some effective omnichannel tactics for wellness brands include:
Hosting in-person events?
Workshops, classes, lectures or meetups. This puts brands directly in front of target audiences. Its also a great oppourtunity to utilize geofencing for in-person events. A prenatal/postnatal fitness app like Anya could host local meetups or workout classes for expecting and new moms to experience their programs in-person.
Partnering
Gyms, studios, health organizations or other local businesses for promotions, referrals or on-site marketing. Getting content in front of existing wellness customers expands reach. A healthy meal prep delivery service like Freshly could partner with corporate wellness programs to provide discounted meal plans and do workplace pop-ups.
Direct mail?
Postcards or catalogs highlighting featured articles, programs or products. Physical mail enhances digital content and builds brand awareness. A CBD wellness brand like WildFlower Wellness could send postcards highlighting an article like "CBD for Exercise Recovery" along with a promo code for new customers.
Posters, flyers or brochures for local distribution at doctors offices, community centers etc. Meets customers wherever they seek health information offline. A wearable fitness tech company like Whoop could distribute flyers and brochures at local gyms, yoga studios, and sporting goods stores.
The flyers could highlight an article or video guide like "How to Use Heart Rate Data to Optimize Your Training." It would provide an overview of using heart rate metrics to prevent overtraining, maximize recovery, and track fitness progress.?
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Public Relations?
Outreach to local media for brand mentions, interviews or sponsored wellness segments. Earned media raises visibility. A wellness retreat company like Sensei could pursue speaking opportunities and coverage in local TV/radio for interviews about their transformative getaways.
The combination of educational online content and awareness-building offline promotions creates a synergistic marketing approach that connects with today's wellness-conscious audiences. Both channels should complement each other to drive ongoing and steady momentum.
Measuring Success Through Key Analytics
To make sure omni-channel marketing efforts are effective, set your goals and track the relevant metrics. For content marketing success can be measured by tracking:
And for offline efforts, track:
Regularly checking key performance indicators (KPIs) helps fine tune strategies and redirect efforts to more effective tactics over time. By making data-informed enhancements, the omnichannel approach can be consistently reinforced.
Building Strong Customer Connections
When online content is thoughtfully used with offline promotional methods, wellness brands have an incredible opportunity to connect with customers throughout their entire wellness journey. Providing helpful information across multiple channels builds brand familiarity, trust and genuine connections. Both digital and real-world interactions inspire customers towards their personal objectives while supporting the business's growth. An omnichannel strategy is truly win-win for all involved when executed strategically and continually improved upon. Let me know if you need any help implementing such a program for your wellness brand!
Frequently Asked Questions
How often should we publish new wellness content?
Aiming for at least 1-2 high quality pieces per week is a good goal to maintain website traffic and search rankings. Consistency is key.
What are some examples of offline promotional activities?
Some ideas are hosting workshops, partnering with local influencers, distributing flyers/postcards, sponsoring a community event, working with health organizations for on-site promotions.
How many marketing channels should we focus on?
It's best to start with 2-3 integrated channels that work for your brand and audience then expand over time. Don't try to do everything at once.
How do we measure the success of our omnichannel efforts?
Track metrics like website traffic and lead generation, event RSVPs, social sharing stats, new customer conversions using unique promotional codes from each offline activity.
What free or low-cost tools can help manage omnichannel marketing?
Many CRMs like Hubspot, campaigns in Google Analytics, later.com and a spreadsheet work well for smaller budgets.