βThe more informative your advertising, the more persuasive it will be.β
– David Ogilvy
Tell me if this sounds familiar. You decide that as a self care business owner, you need to start posting to social media because you want people to know about your business. So you or someone in your business starts posting things like before and afters, treatments and the technologies you use, products you sell, maybe you even jump on some of the latest trends once in awhile. But you wonder, how much is this actually helping my business? And when should I make the jump from organic content to paid ads? As marketers and health and wellness business owners, we have learned by doing which social media and ad strategies really provide results and can be applied to any size business in the health and wellness industry. By following these six steps, you can use the power of content to skyrocket your brand, engage with your audience, and drive massive growth and revenue. So, grab your favorite skincare product or supplement and a camera, and let’s dive in!
Note: the advice in this blog gets better as you read. So if you think to yourself, “Well duh, I knew that…” Just keep reading π
Step 1: Keep it Consistent
Consistency is key in the world of social media. To stay relevant and keep your audience engaged, aim to post a lot. And I mean a lot. Here’s an exercise to see what I’m talking about. What is the first beauty brand that comes to your mind and why is it CoverGirl? Because they are everywhere that’s why! Just go look at their instagram account right now. Seriously, go look. We are not talking about posting weekly or even every other day. We are talking about daily posting, even twice or three times a day! The goal is to be top of mind. “Oh, but won’t that get annoying?” The answer to that is most likely no. Not if you follow the second step in this blog, which is:
Step 2: Make it Value Packed and Easy to Digest
Content that offers real value is more likely to attract and retain followers. It is also less likely to annoy your followers if you are posting daily, which you should be. Rather than just posting before and afters, share advice, tips, and educational content that addresses your audience’s pain points and makes them grateful for having viewed it. Let’s say you own a med spa. Headlines like “The 5 best products for dry skin” or “Follow this routine to get the best glow of your life” will always beat out the generic posts. In short, don’t just post for the sake of posting. Make sure it is something that would actually add value to the life of the person viewing it. Also keep in mind that simplicity is key. Use clear and straightforward language to make sure your audience easily grasps the information you provide. Make it relatable by using everyday examples and real-life situations.
Step 3: Reinforce Your Unique Brand and Message
When you started your business it was because you felt you had something unique to add to the world, and you wanted to use that uniqueness to provide value to others. Your brand is the encapsulation of that idea and it should shine through in every post. Whether you’re a med spa, a physical therapist, or a wellness coach, ensure that your content consistently reinforces your unique brand and message. Don’t just copy the types of content that every other business in your industry posts. Make something that stands out and keeps you relevant. We aren’t talking about your brand colors or your logo. We are talking about you, your story, your nuggets of wisdom. Share that side of you with the world and you will see a difference in the way your audience engages.
Step 4: Focus on Video
In the great and bloody war for peoples attention, video content is king. Youtube, Instagram and Facebook reels, TikTok, etc. will grab you lots of attention and fast. Remember, you really only have a few seconds to grab someones attention before they swipe away and continue doom scrolling. No pressure!!! Just make sure your headlines are flashy as mentioned previously, your content is direct and to the point, and they are rewarded for the time they invested watching you. If you can do that, you will see them come back for more.
Pro Tip: Watch our content to learn how to shoot professional looking video straight from your phone!
Step 5: Track Engagement and Preferences
Social media platforms provide valuable insights into what content your audience prefers. Monitor likes, comments, shares, and views to gauge the success of your posts. Pay attention to the type of content that generates the most engagement and, well, do more of that! This will accomplish two things. One: it will make your content perform better. Two: it will gradually become easier and easier to come up with content ideas!
Step 6: Utilize Data for Informed Advertising
Ok. Now that you have a consistent, effective, and data-driven approach to your social media, you may be wondering how to make the leap into paid ads. For those that aren’t very familiar with paid ads, it is simply taking a piece of content you want to promote and paying Facebook, Google, TikTok, Snapchat, etc. to push it far and wide so more people will see and interact with it. The more money you put behind your ad, the more eyes your chosen platform guarantees will see it. The problem most self care businesses run into is putting money behind something that doesn’t perform well. That is why once you have invested time and effort into your social media and you’ve identified your most engaging content, you now have the opportunity to use this information to make informed decisions when running paid ads. You can virtually guarantee that the ad will perform well because the content you are paying to push has already been tested! You know that it resonates with your audience! The biggest plus is that you tested it for free because all it cost was the time and effort to make the content and post it on whatever platform. If you plan on venturing into the world of paid ads on your own, we recommend doing some research or even subscribing to this blog to learn more about how to choose a platform, target the right audience, and set yourself up for success.
Now you’re ready to get that camera rolling! By following these seven steps and infusing your content with your unique personality and brand, you’ll be well on your way to turning your social media presence into a data collecting, profit generating machine! So, get out there and start creating content that not only attracts the right kind of attention but also provides insight into how to seriously grow your business online. Your future customers/clients are waiting to be inspired! Below is a quick checklist that will help you start creating content that drives results today. We also highly recommend subscribing to this blog and getting you and your business on a trajectory of success and growth. As always, don’t hesitate to reach out to us with questions! We are happy to help in any way we can!
Monetize your social media checklist:
Here is a quick checklist to help you get started posting content daily and then monetizing that content. Remember, imperfect action beats inaction, so get started and keep posting!
- Define what sets you and your business apart. In other words, what makes you unique
- Decide how often and what kinds of content you’ll post on social media
- Decide who, whether you or someone in your business, will be in charge of creating and posting daily content
- If you haven’t already, make sure you set up social media profiles on platforms relevant to your audience (e.g., Instagram, Facebook, TikTok)
- Invest in the necessary equipment for creating high-quality videos, including a good camera or phone, lighting, and a microphone. For beginners, we suggest a good phone and a well lit room or in front of a window
- Get ideas for videos that align with your brand and resonate with your audience Pro Tip: Chat GPT can help you come up with lots of content ideas fast. Just type “Give me 20 video ideas to post on social media for a ____ business”
- Post your first piece of content and get familiar with the tools on the relevant platform that track engagements such as views, likes, comments, and shares
- Determine a budget for running paid advertising campaigns on social media or learn what we recommend based on the size of your business
- Remember to tell yourself that you are worth investing in. Other people can and will benefit from the value you have to offer, you just need to believe in yourself enough to take action