An Ultimate Guide to Social Media For Your Wellness Business
A key component of wellness is connecting with others. Although we don’t usually think of social media as the best way to get a human connection, we learned in 2020 that sometimes it’s the only way to stay connected.
However, people increasingly turn to social channels to research companies. They may use social messaging apps to inquire about a specific question, book an appointment without leaving Instagram, or read reviews and comments about the company.
In short, it’s nearly impossible to run a business without an online presence. Although you’re familiar with social media, marketing your wellness company requires a bit more work. Learn how to get your plan rolling and achieve the results you want.
8 Steps to social media marketing for your wellness business
Social media marketing is an ongoing job and it can be really time-intensive. You may have plenty of time in the beginning when your business is new, but once you’re involved in day-to-day operations, you’ll soon find little time to create hundreds of social media posts.
Read through these social media tips to get your wellness business noticed on social media. Then, incorporate best practices to make sure you’re getting it right.
1. Research your competition
In your initial business plan, you probably identified a few local competitors. Return to this information and pull up their social accounts. Plus, take it a step further by finding some wellness accounts that you love or already follow. Take a look at:
- What social media channels they use
- How often they post per day and week
- Their content mix
- Use of images, videos, and memes
- Who their followers are
- What types of posts their followers engage with
- What types of promotions they use, like giveaways or coupons
2. Find your target audience
Defining your target audience is the first step to take. Refer back to your business planning documents to see the demographics, psychographics, and behavioral characteristics.
Next, you need to find out what platforms your target audience uses. Check out Google Analytics to see if your website has referral traffic from social channels — and if Google Analytics is not on your site, add it ASAP. You can also set up social listening to track activity around keywords and hashtags related to your brand, products, or the wellness industry.
3. Choose social media platforms
You can easily spread yourself thin by trying to be everywhere at once, so select a few channels and dedicate yourself to maintaining them. But how do you choose what social media platforms to use?
Demographics play a big role in your decision. Combine data about your target market’s age, social media referrals to your website, and competitive analysis to determine the top places to form a presence.
Since “61% of the content about wellness is visual,” according to the Linkfluence Wellness Trends Report, any platform you select should include plenty of visual content. Here are the latest #wellness stats from various social channels:
- An estimated 914,000 people posting about wellness on Facebook on any given day
- 911.6 million views of TikTok videos using the #wellness hashtag
- 44,701,005 Instagram posts tagged with #wellness
- 42,000 videos about wellness on YouTube
Lastly, Pinterest reported “the highest searches ever around mental wellness ideas including meditation (+44%), gratitude (+60%) and positivity (+42%)” occurred in 2020.
4. Select social media management tools
Even if your budget is tight, social media management tools are essential. There are both free and affordable paid options. A social media management tool lets you schedule content ahead of time, curate content from other sources, and oversee activity.
A few affordable tools are:
- MeetEdgar: $19 to $49 per month
- Later: Free to $40 per month
- Buffer: Free to $99 per month
- Hootsuite: Free to $599 per month
5. Pick video and editing tools
If you already have a favorite tool you work with, then you can skip this step. Otherwise, look for a free or low-cost tool that helps you create branded photos and videos with your wellness company’s logo, colors, and font.
For instance, you can save time developing AI-generated videos with Lumen5. The platform is user-friendly, free, and fun to play with. Paid plans start at $11 per month. When it comes to photo editing, Canva is an excellent option. It offers free plans and paid packages starting at $12.95 per month.
6. Set your social media objectives
Now that you have all the basics set up and your toolkit is ready, it’s time to figure out what successful social media marketing means to you. Do you want to increase followers? Encourage fans to post user-generated content with your branded hashtag? Or boost sales on Instagram?
Setting up key performance indicators (KPIs) can be tricky, but knowing where you want to be and how you’ll measure progress is critical to making a dent in your marketing.
7. Create an editorial calendar
Here’s the thing, you shouldn’t post about your brand 30 times a month. You need to mix it up. For starters, think about why your audience gets online and what they want to see. If your content is relevant and adds value to their lives, they’ll come back for more. Consider:
- Sharing credible content from non-competitors like links to articles, sharing their posts, or adding user-generated content (with permission)
- Adding polls, giveaways, and this or that posts to generate interest and increase post engagement
- Mixing in snapshots of your wellness center or comments from your employees to give a behind the scenes look
- Posting a few thoughtful quotes throughout the month to inspire or motivate social media fans
- Designing certain times to go live to chat with fans or share your latest promotion in a more personal way
8. Review, tweak and do it again
At the end of each month and quarter, go through your key performance indicators (KPIs). Did you hit your objectives? Where did you fall short? Look at the posts with the most engagement, such as likes, comments, and shares.
Review your branded hashtag to see if its use is going up. And check out your posting times. The idea is to find high-performing posts and recreate those moments again and again.
Wellness social media best practices
Social media is an ongoing learning process. Just as people’s behavior changes, so must your approach to social media marketing. Plus, social media algorithms change, which in some cases can lead to a drop in your visibility. Use these best practices to boost your wellness brand on social media.
Consistency is essential
The language you use, tone of voice, and even colors all play a role in creating memorable experiences. Social media branding guidelines should be a part of your overall brand guide. Consider developing a one-pager to refer to when building your social media calendar. Include tips such as:
- Words we like and don’t like
- Emojis we love and those we never use
- Character count and hashtags to use per channel
- Image and video sizes per platform
Your style guide should also list your brand fonts and colors and include files for your logo and other branded assets.
Choose hashtags carefully
Don’t get caught up in lousy PR by using the wrong hashtag. Moreover, don’t waste people’s time by adding trending hashtags that don’t relate to your brand or content.
Keep a spreadsheet of your most-used hashtags and regularly update these based on their performance. On Instagram, location-based hashtags are a great way to capture attention from a local audience. Plus, pay attention to the latest health and wellness trends to discover new hashtags and topics.
Engage with your followers
Today’s social media algorithms rely on engagement. So if you’re automatically posting every day but not checking back to respond to comments, you won’t get very far. It’s also essential to reach out to your followers by commenting on their posts and generally making them feel special. People like it when brands notice them.
Be ready to hand it off
Hopefully, you’ll get to a point where you have so much to do that social media is the last thing on your mind. Fortunately, a virtual assistant or team member can take over for you, as long as you have the right plans in place. Creating social media brand documents with your voice, tone, and dos and don’ts can go a long way to making the hand-off easy and unnoticeable to your followers.
Improve your wellness business using social media
There are very few businesses that can afford to avoid social media. It’s one of the best places to interact with your customers and find new ones. Using the right tools and automating workflows can help you generate leads even when you’re not online. Need more advice? Check out our guide on how to use Instagram for your wellness business.