Remember your health club’s New Year’s sales and marketing resolutions? There’s still time — let’s go!
No need to feel like a (rein)deer in the headlights. These do-it-in-one-day tips set you up right for 2015.
1. Update your LinkedIn profile
It takes just minutes, and it’s how important business connections find you on the web. If you’re selling employee wellness and corporate wellness, you absolutely must do this one. Pay special attention to the Background and Groups sections, as that’s how people who don’t know you are likely to learn more. Reach out to coworkers, colleagues at other businesses, and even customers to grow your network.
Ask for recommendations. Spontaneously write recommendations for top performers you’ve worked with — it increases the likelihood that they’ll recommend you, too. And endorse people you know when prompted by LinkedIn. It helps increase their findability and encourages them to endorse you, too.
Bonus points: become a LinkedIn publisher.
Where can you save time on LinkedIn? Don’t kill yourself adding minute details to your experience. Even if you’re looking for a new position, be strategic and selective about the achievements you include for each position.
2. Join a Facebook group you didn’t start and don’t administer
Too many wellness businesses spend all their time on their own Facebook page. But guess what — that’s not usually where your current and prospective clients hang out! Look for groups that represent the type of customer you’d like to have. Want to work with people with diabetes? Look for local groups related to diabetes. Same thing goes for people with cancer, marathoners, nutrition enthusiasts and more.
Join those groups. Don’t start posting self-promotional stuff. Instead, wait for questions you can help answer with your expert advice. Then respond intelligently so that you earn their trust, confidence and respect.
Meanwhile, watch and learn from the group’s members. It’s priceless insight into the things that are actually top of mind for them. The more you learn about them the better equipped your fitness or wellness business will be to serve their needs.
3. Press “send”
This is the one way you can often reach hundreds, thousands or tens of thousands of people with a message about your products and services that they actually told you they were willing to listen to.
Schedule an hour with yourself on your calendar and do just one thing for your newsletter from this list:
- Write a quick 500-word article on something new you learned about healthy behaviors this year
- Write a 50-word introduction for your newsletter that links to existing content you haven’t mentioned recently
- Create a 1-paragraph “quick tip” on a topic that will be useful during the next three months
Then, press send!
Now, if you’re already regularly creating and sending email newsletters, spend that hour learning about a feature of your email management software that you’re probably not using, such as list segmentation.
4. Expand your network
Reach out to at least one local business that isn’t a competitor but is likely to appeal to the same kinds of clients and members your fitness or wellness business wants. If you manage a health club, reach out to a local triathlon retailer or a local bike shop. IF you’re working with clients with chronic health issues like Crohn’s or diabetes, reach out to the local chapter of a non-profit that serves this population.
The purpose of this meeting isn’t to pitch your business. It’s to share learning with people who have new insights into the folks you’d like as customers — and you may identify potential co-marketing partners in the process.
5. Update your website
If you do nothing else, change the copyright dates. We’ve seen some sites whose copyright date still says 2005. (By the way, if you’re using a WordPress site, your developer should have configured your site so that the copyright updates automatically.)
Bonus points if you pick one of the following to-do’s:
- Delete at least one example of out-of-date content (this year’s holiday schedule? a group picture with people who no longer work for you?)
- Add at least one new thing (a year-end blog post? a video? updated 2015 office hours? all those photos you took and never posted?)
6. Add an email signup
If you routinely post new content or update a blog, and you don’t have an email signup so that you can push new content to interested people, add one.
(And if you’re thinking, “Hey, I post it to Facebook, isn’t that good enough?”….the answer is no, email’s ROI is much higher and many folks will never see your Facebook post.)
7. Start hooting!
One of the best tools for posting content to multiple feeds at the same time is Hootsuite. Hootsuite lets you post to Twitter, Facebook, LinkedIn, Google+ and others. It automatically generates short URLs and fits the copy to the social media or blog platform. You can even schedule “hoots” to go out at different times on different days on different media, to give you multiple exposures over time.
For most fitness and wellness businesses, the free version works just fine.
8. Peek at Google Analytics
If you don’t have Google Analytics set up on your site, that’s your year-end to-do.
If you do have it set up, set aside an hour to look at the trends and educate yourself on how to use them. Even if you have a paid SEO firm, you need to have a basic understanding of the data that’s available and what it means.
Notice what days are most active on your site — that helps you decide when to post new content. Notice which browsers are used to view your site — are you getting a lot of mobile traffic? How are your site visitors finding you? Which content is read most frequently?
You’ll also see information on how many other pages people visit on your site (more is better), and what percentage of site visitors are “drive-bys” who visit one page and leave. You can see what pages and sites referred the most viewers and see which keywords folks are searching for when they find your site.
None of these tools or practices take much time to start, and each of them can have a strong impact on getting your message out to the people who most want to hear it.
See…it looks like you’ll be able to check off that New Year’s resolution after all!
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