5 Tips for Marketing Your Wellness-Industry Brand or Business

Whether you're a yoga practitioner, curated boutique focused on health, wellness and spirituality, or your the owner of a wellness-focused event & community space, I'm going to give you 5 of my best tips for marketing yourself (coming from 5+ years of experience).

To give you a bit of background, my name is Liz! I've been working in the marketing industry since 2019. I started in the experiential space (producing nation-wide tours and stunt-like events for brands like Ben & Jerry's, Stonyfield Organic, and Behr Paint), and when 2020 came around, I dove in head first into the digital space. Since then, I've been a Social Media Manager / Content Specialist for a couple of super tiny agencies (at both companies I was 1 of 3), and have been grateful enough to learn the ins and outs of what it not only means to market purpose-driven businesses across ranging industries, but what it means to run and own a business period.

When I started Essence Presents in 2021, I worked with a lot of local solopreneurs focused on wellness (yoga, herbalism, nutrition, small retailers focused on health, beauty and sustainability), and I fell in love with the process of conveying their mission and their passion. I noticed that these people had a true and everlasting love for what they were doing, one that felt magnetic and inspiring to the soul. This is why I love serving them. Wellness-industry businesses, solopreneurs and crafters who lead with purpose and passion in creating a life that feels rewarding and aligned. I also relate SO deeply as a studying herbalist to the process of creating something from the heart.

Let's get into the tips!

This is where I would start, no matter where you're at. I would define your authentic root as the "spark of origin" or the "birth" of your brand. The moment it all came together. What was inspiring you, and where was this inspiration coming from? Ask yourself WHY and dig deep into the beginnings, the moment it all made sense. The reason I say this is because the beginnings can tell you a lot about the most potent time of inspiration for you.

Most people believe that they do enough in this step by simply defining who they've served in the past, but I urge you to go deeper than that. Get to the root by continuously asking why- go deeper and deeper until you understand the motivation behind it all. Why the solution (you) is for them, specifically and why.

The tone, the style, the taste, the sensation, the aesthetic, and the personality that defines you/your business. Although it may feel foolish, write down everything that comes to mind- even if it's more of a visual- try to put it into words. This practice is not only going to define and establish the small little traits that will make your brand resonate with those who can relate, but it's going to allow you to carry an innate understanding, like the back of your brand, of who you are.

This is where the real strategy piece comes in. Start with defining the element of your business that would be considered your luxury offer (the most valuable and exclusive it gets), then from there, define the steps one would take to get there. Do you have a community space where you update people on offerings? Or would a free resource make more sense to grow your email list? Think through this carefully. Think about what your specific audience would be the most engaged in. How do you think they would resonate with it being conveyed? Through more visual content or written content? In this step, consider the whole perspective of who you're serving and what you believe would be the most ideal way to engage them.

Let's say your a wellness center that holds retreats, yoga classes, sound healing sessions, meditation classes and events. If you were using 'pain point marketing', you would speak to the problem that your target audience has- and you'd focus on that with the intention to motivate them enough to invest in your offerings. But the truth is, people make decisions when they're ready. Do you think if someone is living within their pain, within the problem, they're going to be ready to purchase a 10 class pass or attend an event? It's not impossible, but its MUCH less likely that people are ready to invest when they're hyper aware of the problem. There needs to be some sort of focus on the solution, and in that solution needs to be messaging that speaks to the life they desire.