Creating an Online Wellness Business

Kelly Hopper

Kelly is a Chicago-based writer with an educational background in mass communication, digital content marketing, and creative writing. Her 20 years as a business owner and operations consultant provides unique insights through storytelling and brand journalism techniques.

Calm couple, sitting on lotus pose at home while taking an online class.

Do you want to make money helping people live healthier lives without ever having to punch a clock? The health and wellness industry is booming–generating a staggering $4.2 trillion per year — and it’s not surprising. No matter who they are, where they live, or how much they earn, the one thing people have in common is a desire to be happy and healthy.

It might be a crowded field, but because wellness appeals to everyone, there’s always room for one more. Your unique concept and individual perspective could translate into a lucrative and fulfilling career. If you’re ready to take your passion to the next level, this guide can help get you there. Learn how to create a successful online wellness business that reflects who you are and presents the story you want to tell.

How to start an online wellness business

You don’t have to be a wellness expert or professional to turn a profit in the industry, but you will have to work a little harder to provide value to your audience. Whether you’re a seasoned professional or a novice looking to share your personal experiences and curate content from expert sources, the following steps can help get you started with your online wellness business.

Determine your niche

People looking to better others’ lives flock to the health and wellness industry, so finding a way to stand out is crucial to building a sustainable business. Offer a unique perspective by choosing a niche you’re knowledgeable and passionate about and tie it into your everyday life experience.

Begin by writing a positioning statement — one or two lines that plant your flag in the wellness marketplace. This declaration isn’t necessarily for marketing purposes but rather a mini-mission statement that will keep you focused and help when creating your brand slogan. A good positioning statement should answer the following questions:

  • What product/service do you offer?
  • Who is your ideal client?
  • Why are your services/products valuable?
  • How are you different from the competition?

Define your target market

The adage “a friend to all is a friend to none” doesn’t only ring true in life, it rings true in business. It’s impossible to be all things to all customers, so find your people. Identifying your target market will allow you to create an effective marketing plan and bring together a strong customer coalition.

Presenting digital ads to the right audience helps you build brand and product awareness. Six in 10 respondents in a study by Zogby Analytics, as reported by the Digital Advertising Alliance, said that online advertising helped them discover products or offers they wouldn’t have known about otherwise. To target your audience, follow each of these steps:

  • Market segmentation: Divide your target market into approachable groups. Look beyond conventional market segments like gender, age, or income. Instead, focus on health-oriented ones like wellness anxieties, health-related experiences, family wellness concerns, self-confidence, and psychological concerns.
  • Market research surveys: Gauge demand for your service or product by creating a survey. Ask respondents questions about your competition and after presenting your product or services, ask for their first impression. Share surveys on social media or pay a company like SurveyMonkey to deliver them to a market segment.
  • Interact with industry clients: Spend some time auditing customer comments on your competitor’s social media sites. You can gather much information about what clients value and what bothers them. Also, check out what kind of content is getting shared, liked, and the most comments.

Build a unique brand

You’ve found a niche and pinpointed your ideal customer. Now it’s time for brand-building. A brand sets the stage for how people perceive you when interacting with your business. The more effort you put into building your brand, the more control you will have in the impression you leave with an audience, as long as you back it up with authenticity, reliability, and truth. These steps will help get you started:

  • Choose a name: You can’t go wrong by choosing your name for your business.
  • Write a slogan: An effective slogan is brief, catchy, and makes a strong impression.
  • Choose your brand aesthetic: Represent your brand with color, fonts, and photos.
  • Design your brand logo: Your company logo serves as the face of your company.

Keep your promises

Your business will struggle if you can’t deliver. Successful fulfillment means keeping your commitments, showing up for your clients, and always giving 100%. Set reasonable expectations and don’t over commit, especially in the beginning. The more experience you get, the more your business skills will improve.

Generate online buzz

An online presence includes all the content and activity your business has on the internet. If you want to join the online wellness industry, you must establish your business online.

Build a website

Your website is your virtual storefront, so it’s vital to give it the time and attention it deserves. Let your brand be the guiding force behind your website blueprint. Your color, font, and image choices should reflect your business persona and generate the impression you want. Two options are available when building your website: DIY or hiring a professional.

  • Do-it-yourself: Companies like Squarespace or Weebly guide you through the process of building your website. They offer numerous templates for your wellness business, including set-ups for eCommerce. A monthly fee is associated with these sites (website hosting included).
  • Professional web designer: If you have money to invest, hiring a professional designer might be worth the cost. Professional web designers can help you get the exact aesthetic and function you desire and even help you set up hosting services and eCommerce.

Integrate your social media accounts

Whether you revamp your existing social media accounts or start all new ones, branding is the name of the game. Your pictures, colors, and fonts should be consistent throughout your platforms. Also, rewrite your profiles, so they are similar throughout or complement one another.

After branding your accounts, it’s time for integration. Social media integration is the process of redirecting your followers to your website, and in turn, makes your social platforms accessible from your website. Use social media to drive potential clients to your website, where you can market your products and services and promote your blog.

Produce valuable content

Why does everyone stress the significance of content? Because it’s crucial to all businesses, especially those online. Posting quality content is one of those high-value activities that might seem difficult to quantify, but without it, you’re dead in the water. Content is proven to generate income for the following reasons:

  • It defines your brand
  • It connects you to your audience
  • It adds worth to your brand
  • It drives traffic to your website

The specific material you post will depend on the services you offer, but blogs, videos, and infographics are excellent mediums for delivering content for most health and wellness entrepreneurs.

How to make money in health and wellness

The key to earning money online is to create multiple revenue streams. In the beginning, it’s best practice to establish a sturdy business foundation, then build on it. Focus on one area by creating a functioning revenue stream before moving on to the next.

Sell your wellness services online

If your wellness business offers services to your clients, then transitioning those services online won’t be a huge stretch, especially in times of social distancing. You will need a high-speed internet connection and at least one electronic device (computer, smartphone, or tablet). Then you will need to choose the right delivery platform for your type of business.

Develop a passive income

Would you like to make money while you sleep? Passive income is money you earn without any direct involvement. After putting a system in place, you can increase your earnings without investing any of your time. Some ideas to generate a passive income include:

  • Physical products: Sell products related to your business, such as supplements, essential oils, and exercise attire. Sell existing products or make your own.
  • Digital products: Offer original planning logs, audio files, menus, and videos for purchase on your website. Create eBooks in PDF or sell them Amazon’s Kindle books.
  • Online courses: Online courses teach clients a specific skill or help them achieve a particular outcome. Combine them with group coaching for a complete experience
  • Affiliate Marketing: In addition to creating products, you can provide referral links to other people’s products and get a portion of the sales price.
  • Sponsorships and advertising: Organizations want to reach your audience! You can receive free products or run sponsored posts on your site.

Get guidance starting your online wellness business today

Even the most experienced professionals can use a little help along the way. Venturing into the world of online commerce can be tricky. Avoid the pitfalls with a bit of added guidance from experts who have spent years navigating the waters of running an online business and perfecting their craft along the way.

For low-cost resources, join industry organizations, community forums, and online wellness groups. Or contact a wellness expert for one-on-one professional advice.

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