Surprised to find out how much writing online marketing for wellness businesses involves? These reminders help you write to the strengths of your email, social and website channels.
Email newsletters
- Create unique content that’s useful, informational, educational, engrossing, interactive
- Write conversationally, not like a marketing robot
- Avoid sounding “salesy” and promotional
- Use images and videos to increase attention and engagement
- Monthly is sufficient for both consumer and corporate wellness businesses
“Five Foods You Thought Were Bad That Aren’t”
Email promotions
- Use copy that’s short, sweet and to the point
- Use persuasive writing techniques and focus on benefits and payoffs
- Include a clear next step or call-to-action
- Include a single relevant and attention-getting image
- Frequency varies wildly by business – but beware of list fatigue
- Twice/monthly is usually the max; once/monthly is often better
“RSVP by Sat., 5/4 to reserve your spot in the Mediterranean Diet In Minutes workshop”
Blog posts
- This format is best for longer content like multi-paragraph features, checklists and case studies
- Good content choices include real-life stories, reflections and how-to’s
- Include your spin on the topic if you post about current popular headlines
- Weekly or monthly when you have something meaningful to say
“Latest Med Diet Research – What It Means For Women”
- Write short, casual posts that invite engagement
- Use open-ended questions that invite responses
- Request that followers take action (“like” this if you love this recipe!)
- Use images and videos to maximize interest and attention
- Post daily or weekly for maximum consumer engagement
- Usually less valuable for corporate wellness and other B2B marketing to employers
“Which dark chocolate should I try next – suggestions, y’all?”
- Every word counts, so use an attention-grabbing lead
- But…consider your audience: will they instantly know what “ICYMI” or +1 or SMH means?
- Best for links to newsletter articles, blog posts or other original content
- Also good for last-minute reminders like “special pricing ends Saturday”
- Avoid “me too” retweets of popular headlines unless you have a fresh spin on it
- Use hashtags like #activeaging to help folks zero in on specific topics
- Post when you have something valuable to say – daily or weekly or twice-monthly
“My kinda diet…lots of wine! #MedMonth” [and include link to Med Diet post, above]
- Short, crisp, usually more formal/professional in tone than, say, Facebook
- Lead with key point
- Include link to full content on your site or a third-party site
- Post daily, weekly or twice-monthly
“What I told the NYT today re: Med diet findings” [include link to article on New York Times website]
Website
- Write like you’re talking to your clients and customers
- Focus on the topics that most interest potential customers – myths, misconceptions, pricing, case studies, program details, etc.
- Plenty of white space so it works well on phones and tablets
- Photos of real customers who accurately represent your typical clients
- Update weekly, bi-weekly or monthly