Your clients are awesome. They trust you, they appreciate the work you do and you feel great about making a difference in their health and wellbeing. You just wish you could also attract new clients. It’s hard, right? You want to spend your time helping people become healthy and strong, not aggressively marketing the ways you make that happen.
That’s why we’ve come up with 11 ways health and wellness practitioners can attract new clients—all while maintaining the discretion that’s so important in your industry. Pick a handful. Try one or two. Or tackle the whole lot and see what happens. We’re here, rooting for you.
1. Run a Groupon (or Other Deal Aggregator) Offer
People love a good deal—and they tend to like to talk about them. Offering a discount on one of your services to a huge audience could entice people who might not otherwise check out what you do. And once they see the value, they’ll be sharing all over town. If you’re worried about a stampede, you can limit the number of Groupons sold. And, bonus: you’ll probably get some good marketing insight from the analytics they run for each deal.
2. Be an Expert With HARO
How often are you asked for advice on your area of expertise? With our obsession with all things health and wellness, we’re willing to bet a LOT. Don’t keep that information to yourself—share it in a way that may get the attention of potential clients! HARO (Help a Reporter Out) is a service that connects journalists with experts. Reporters get trustworthy information for their latest assignments; you get publicity while demonstrating how great you are at what you do. Win win!
3. Make your Blog a Destination
It probably goes without saying that you have a website, but how regularly do you update it? Google loves content-rich, handmade pages that are frequently updated. Keep your website current by adding a blog feature and post briefly but frequently with helpful information. Posts like seasonal tips, your take on current health trends, product recommendations, recipes, photos and more demonstrate your expertise.
4. Be Active on Social Media
If you’re looking for health and wellness clients, you need to get in front of the people. (Psst: You’ll find a billion of them on Facebook.) Twitter, Instagram and Pinterest are also hangouts, depending on your coveted demographic. Pick only as many platforms as you can manage to keep up with regularly and follow the golden rule of social media: Don’t post anything you wouldn’t say to a potential client in-person. Keep your posts light, informative and—above all—shareable. Think photos of your work space, client success stories (with their permission, of course), health tips and fun facts about you and your approach.
5. Sponsor a Team or Volunteer at a Charity Event
Nothing fosters goodwill like giving back to the community. Think about your ideal clients and then figure out what they care about. You might sponsor a kids’ soccer team and show up at an occasional game with healthy treats. Or how about volunteering your services at a fun run, triathlon or other sporting event? Being a cheerful—and expert—presence while potential clients are engaging in the very things you recommend will remind them what a great resource you are.
6. Offer Loyalty Incentives to Attract New Clients
We all want to get our full rate for the expert work that we do, but sometimes a volume discount is a shrewd business move. Encourage more traffic by offering things like discounts on upcoming services when a client recommends someone or a percentage off their treatments if they book in multiples of five or 10. You might even partner with a local complementary business and offer “loyalty points” that can be redeemed for services at either business.
7. Exclusive Offers for Members Only
Want to regularly get your best clients’ attention? Have them sign up for a membership (tied to a monthly email offer or e-newsletter) and offer exclusive deals like first pick of the most popular appointment times and points redeemable for a product or service in exchange for a shout-out on social media or an online review.
8. Ask for Testimonials
Most of us trust the opinions of consumers more than information from the person trying to sell us a good or service. When a client has a great experience with your services, ask them to write a testimonial that you can post on social media and your website. Be ready with a clipboard of five questions about their experience—or ask if you can email the questions for them to answer later.
9. Be an Expert Speaker
From the PTA to the local library to business associations, most organizations have meetings featuring a guest speaker. A great way to get in front of people you might not otherwise access is by volunteering to guest lecture or host a lunch-and-learn in their workplace. You might choose a health topic trending in the news or ask the event organizer about the demographics of the group and tailor a short presentation for them.
10. Make Yourself Recognizable and Relatable With Photos and Video
If you’re the face of your business, people need to recognize it! Invest in a professional photo shoot so you have a number of great shots to share on social media, your website and in ads. Clients are more likely to feel comfortable visiting you for the first time when they know who to expect. And don’t forget video! Short videos (less than 30 seconds) help familiarize clients with you and your work space—great ways to inspire trust and confidence in what can be a nerve-wracking area for many clients.
11. Publish Case Studies on Your Website
While discretion is key in the health and wellness business, understanding how your work, well, works, is just as important. How does a prospective client know you can help her? By learning about how you made a difference in the life of someone similar. Ask clients with common challenges if you can share their story—assuring them first that you’ll alter identifiable details.
It can be overwhelming to consider all the ways you can get your name out there. Deep breath. Tackle one or two at a time and see how they feel and work for you. We’re willing to bet you’ll find your stride and may have to consider a waiting list system!
About the Author: Heather Hudson is an accomplished freelance writer and journalist based in Toronto. She writes for a number of publishing, corporate and agency clients who depend on her to deliver high-quality, on-brand content and journalism with a fresh perspective. Learn more about her work at heatherhudson.ca.