Wikipedia says digital marketing is “the marketing of products or services using digital technologies….” Blah, blah. Blah – that doesn’t tell you crap, does it?
To me, digital marketing is the strategy you use in your wellness or fitness biz to (1) find your ideal client, (2) figure out how you can best help her, and (3) telling her that in a such a way that she decides YOU are the one for her.
There’s no one right way to approach digital marketing for your business. Your digital marketing plan should be as unique – as special – as personal as your business is. It doesn’t have to feel icky or salesy – when your plan is done right, it should feel real, authentic, and just like you.
Think of it this way – your ideal client might be a female entrepreneur who is between the ages of 28 and 45 who doesn’t have time to eat right. You have to speak her language, understand what her day looks like, know her pain points, and find her where she hangs out so she knows that you have the answers to her problems. Maybe your friend helps expectant mothers find a way to exercise through pregnancy – she’s talking to different people with different needs looking for different answers in different places. You and your friend both are wellness entrepreneurs, right? But you can’t use the same cookie-cutter digital marketing strategy.
How do you get started? Figure out who you want to help, and go find them. Talk to them and – more importantly – listen to them. Find out what they need. What problems are they trying to solve? What’s stopping them from achieving their goals or dreams. That’s digital marketing.
Next, take a look at your branding. Your brand isn’t just your logo – it’s how you present yourself to the world. Take me, for instance. I have a logo, and brand colors and fonts – but my hair, my glasses, my look, my car – they all are part of my brand. Those things all send a message and tell the story of Robin. Or think about it this way – workout clothes send one message, but a Chanel jacket says something else. You want to make sure that your brand feels like you and speaks to your ideal client. That’s digital marketing.
What offers, services, or products do you have? Are they really meeting the needs of your clients? Or did you just get really excited about an idea and marched into creating and selling it without finding out if anyone really wanted or needed it? Go back to listening to your clients, and create offers that actually help them. That’s digital marketing.
What about your website – and your social media presence? Do they look like you, sound like you, and feel like you? Is your brand showing up and speaking to your ideal client? Are your offers easy to find and understand? That’s digital marketing.
So stop thinking that digital marketing is mumbo-jumbo for the soul-less, that selling is a bad word, and that you can’t grow your business without losing the heart and soul of your brand – ‘cause it ain’t true! It’s a matter of putting together the right digital marketing strategy for your business. Keep in mind – the more you grow, the more people you can help!
Got questions? I’m here for you.