Not all wellness marketing strategies are created equal...

Marketing is rarely easy. It gets a whole lot harder when you’re trying to market in a highly regulated industry saturated with competitors. When it comes to marketing strategies for wellness brands, it can become even more difficult because you have to differentiate yourself from a sea of gimmicky brands pushing products that don’t work and make it clear that your brand is one of the good, reputable ones. So how do you build trust and conversions? Let’s take a look at health and wellness marketing ideas that drive results. 

Health and wellness marketing challenges

Before we dive into strategies, let’s cover the challenges that make wellness marketing a beast of a task. As I already mentioned, the term “wellness” has become saturated with gimmicks. That’s not to say all wellness brands are gimmicky. That’s far from the truth. But it’s crucial that your wellness marketing strategies focus on differentiating your brand from the competition, including gimmicky brands that breed distrust. 

Here are some other wellness marketing challenges to consider before putting together a strategy:

• Ads are highly regulated. From cannabis to med spa advertising and everything in between, wellness brands face massive restrictions when it comes to paid advertising. 
• Regulatory compliance: Beyond advertising regulations, your wellness brand has to be careful about what’s said in every aspect of marketing. False or misleading claims can derail your operations. 
• Potential customers don’t like being explicitly sold to, especially when it comes to products they’ll put in or on their body. 
• High competition: Wellness products are everywhere. Some are legit, others aren’t so much. Still, customers are overwhelmed with options. 

Health and wellness marketing ideas and solutions

I recently talked about how educational content marketing leads the way for brand success. When it comes to wellness marketing, educational content is crucial. While it might seem like plugging some AI prompts to create content is a quick and easy fix, keep in mind that your potential customers are not stupid. They want real, valuable information that resonates and solves problems for them. And according to a recent study, around 75% of respondents would be less likely to read AI-generated articles. 

Here are some educational wellness marketing ideas that will perform better than generic content:

Success storytelling

People love stories and narratives. If you can get together some past success stories from customers, you can develop unique, valuable wellness marketing content that actually builds trust and converts. Just getting started? Ask a friend to try your product and give you feedback. Then turn their results into a blog post about a customer success story. Use that blog post across social media and newsletters to create a more cohesive narrative that reaches more people. 

Here’s an example. Let’s say you’re working on marketing strategies for your supplement brand focused on healthier hair. You have a friend who has previously complained about dry brittle hair and they agree to try your supplement for three months. By day 30, they notice a meaningful difference in shine and strength. 

Now you can have your freelance wellness writer (or in-house content marketer) talk to them about their results and create a unique blog post that highlights your product’s benefits. 

Here’s why this is a seriously effective wellness marketing idea:

• Google prioritizes unique, personal content that can’t be replicated by AI or re-written from other blog posts. 
• Potential customers love seeing reviews but are sometimes distrustful of short, impersonal reviews posted under a product.
• The blog can be repurposed for newsletter content and shared across social media, driving even more traffic to your website. 

Make sure that the blog utilizes SEO for wellness brands to maximize its reach and effectiveness. 

Use blogs to answer questions your target audience is asking

While wellness brand SEO is highly saturated, there are plenty of opportunities to target questions your target audience is asking. 

Here’s an example, directly from my experience as a freelance cannabis writer:

You have a CBD skincare line. You know that your product is helpful for rosacea, dermatitis, and acne. But you also know that you operate in a highly regulated industy and can’t make medical claims about how your product will help a specific condition. The solution is to answer common questions related to these conditions without asserting that your product can help. Instead, you can focus on educational content that subtly guides readers to your product. 

For example, you could post a blog titled “can CBD help with acne scars?” Your blog should not ever say directly that your product can help with acne scars. Instead, you can focus on ranking for acne-related keywords as well as keywords for those seeking to learn more about CBD. Your blog might look something like this:

• Intro and hook 
• What is CBD skincare?
• What’s the root cause of acne scars?
• Can CBD help with acne scars?
• Your language might read like “we have promising studies that show CBD may be helpful in reducing appearance of scars, but we need more definitive evidence to say for sure. Anecdotal reports back this up, too.”
• Where to buy CBD skincare products

Highlight transparency and good practices

One of the biggest health and wellness marketing challenges is simply differentiating yourself from low-quality brands trying to make a buck off common trends. There’s one common feature across gimmicky brands: they lack transparency. This makes your job easy – do the opposite! 

Transparency builds trust. Wellness marketing is all about trust. Your customers want to know what is going in their bodies, so give them clear and transparent information. 

You can easily do this through wellness marketing blogs. Go deep into your sourcing, production process, certifications, and any other relevant information about your products. Share these blogs across social media and email marketing. 

Bring health and wellness marketing ideas to life with a wellness writer

By hiring a freelance wellness writer, you can bring your wellness marketing ideas to life without all the heavy lifting. Just make sure you hire a writer with experience in highly regulated industries who knows how to work within best practices for wellness SEO and can keep your content compliant with strict regulations. 

The best wellness content writers know how to identify your target audience and answer questions they’re actually asking. They can write content that is valuable, educational, and doesn’t feel salesy or forced. These wellness content marketing strategies are tried and true. 

But you should also know that wellness content marketing takes time. You can’t just hire a wellness writer for a few blogs and expect to have traffic rolling in by next week. In fact, it can take several months for blogs to start ranking in a meaningful way. It’s why the most successful wellness brand marketing strategies focus on the long game, with proactive leaders that hire wellness writers with real expertise. 

Looking to hire a health and wellness content writer? Contact me today to get started.