7 Health and Wellness Marketing Tactics That Perform

December 6, 2023

Where do you begin with digital marketing for health and wellness? There are various wellness marketing strategies to choose from! The digital landscape has made it easier than ever for wellness brands to market their products and services. However, the wide range of digital marketing channels, such as social media, OTT/CTV, and other paid media, leave many brands wondering how to connect with their audience.  

Understanding the industry and target audience is vital in health and wellness marketing. Let’s explore some wellness marketing strategies your brand will likely see the most success from! 

Wellness Marketing Strategies That Achieve Results 

As a wellness brand, you know just how competitive the industry is. Consequently, it’s time to hone in on your strengths and determine what sets you apart! Having a solid health and wellness marketing plan mapped out will help you reach your goals. When you know what you’re trying to achieve, you can make the necessary moves to make it a reality! 

Are you ready to enhance the performance of your next wellness campaign? Consider these key elements: 

Conduct a Competitor Analysis 

Given how competitive marketing for wellness brands can be, you must remain a step ahead. And conducting a competitor analysis is how you can achieve this! Look at what your competitors are doing and see how you can enhance their strategies or create a new and unique selling point. When you conduct this analysis, you want to look at what they’re doing well and what needs modification. This will give you a benchmark to determine what direction you should take your wellness campaign in. 

Run Multiple Campaigns 

Health and wellness marketing can promote a wide range of products and services. These marketing campaigns can also focus on particular problem areas a brand wants to solve for specific buyer personas. Why not cover all your bases and develop a strategy covering different touchpoints? This can maximize your ads by targeting specific audiences with various products or services.    

You can design each ad with different images, videos, and messaging based on your target audience. Running these campaigns simultaneously makes your wellness campaign much more impactful. And if running multiple campaigns at once is intimidating, using a paid media agency like Cultivating Media can help! 

Create Buyer Personas  

Once you know what your competitors are doing, you’ll need to determine your target audience. Of course, you’ll start with the usual demographics, such as age, gender, location, and occupation. But it’s important to take it further and delve into demographics and psychographics. What are their buyer’s goals and challenges? How can your products or services help them solve a specific problem? 

Tailor your wellness campaign messaging according to these personas to ensure you’re relating to and meeting the needs of your potential leads. This will help you filter out the people who aren’t interested and target the ones who are most likely to identify with and purchase from your brand.  

Focus on Your Social Media Strategy 

We all know how essential social media is in health and wellness marketing—it’s more important than ever for your brand to have a largely visible presence across various platforms. Look at your current social media pages, ensure all information is updated, and stay consistent with your brand identity and voice.   

The goal is to create content that resonates well with your target audience. This content should inform, entertain, and move individuals through the sales funnel. With the help of paid social ad campaigns, you can supercharge your efforts, but first, you’ll need to establish your social platforms for that solid foundation. 

Engage with Your Community  

When marketing for wellness brands, it’s essential to gain the trust of your target audience. You want to build a positive brand experience from your social media to your website and everything in between.  

Find ways to engage with your community, such as: 

  • Making consistent posts on social media 
  • Creating an email newsletter 
  • Live streaming on social media 
  • Posting informative blogs 
  • Starting a podcast 
  • Conducting live webinars 

It’s all about creating credibility and reliability around your brand. When you can create a community around your brand, it makes it easier to boost sales.  

Implement CTV/OTT Advertising 

Are you ready to reach new audiences in an innovative way? Use connected TV/over-the-top (OTT) health and wellness ads for your brand! CTV/OTT refers to streaming services such as Hulu or Netflix that you can watch on devices like Roku or Amazon Firestick. These are just a few examples of the platforms that exist! There are many different ways to explore and find your targeted viewers with your ads.   

When you add CTV/OTT advertising to your wellness marketing strategies, you’re casting a wider net to reach more of your target audience. With multi-channel storytelling with advanced targeting capabilities, the possibilities are endless! When you run CTV/OTT and social media ads, they work together to create a comprehensive wellness campaign strategy for your brand! 

Analyze the Data   

There’s no way to know what ads will work unless you try them! That’s where you can crunch the numbers to make adjustments that will help to improve future campaigns. Look at your campaign insights to see how your ads perform and how you should enhance bids and budgets. 

You can also test different ad creatives and messaging variations within each campaign. With CTV/OTT advertising, you can change and tweak campaigns while they’re still live! Take in all the data you can and work with that to see success with your wellness campaign. 

Marketing for Wellness Brands Made Easy 

As a wellness brand, it’s vital to identify the best way to get your product or service in front of the right audience. Digital marketing for health and wellness brands should implement campaigns that will encourage engagement, increase sales, and build loyalty. But let’s be honest. Managing your campaigns takes a lot of time, energy, and effort. So, what’s a wellness brand to do? 

At Cultivating Media, we know exactly how to incorporate top-performing tactics into your health and wellness marketing strategy. We’ll remove the guesswork and help you with everything from determining your buyer personas to creating wellness campaign strategies. If you’re ready to see actual results with your paid media ads, learn more about our services and how we can take your wellness brand to new heights! 

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