The Ultimate Checklist for your Health and Wellness Marketing Funnel
Marketing and sales funnels are all about conversions and will help you get more clients and sales. They are the fastest and most efficient way to grow your business.
A funnel strategy for Health and Wellness services is a process or journey you intend your prospects to experience. This journey directs them down the path as they go from being a stranger to a potential client, to a lead to a customer, and finally, to loyal promoter.
The 7 points of the funnel checklist for your Health and Wellness brand:
Lead Capture Form
Thank You Page
Email Marketing Automation
Each point plays a significant role in guiding your prospect down the path to becoming your customer.
1. Get the right traffic
Getting the right traffic is the awareness stage.
All you really want to do here is generate enough interest in your target market to get them to take action. The main goal is to get them to click to get an offer that is so valuable and useful to them that they go to your landing page.
Health and Wellness is becoming a priority for many individuals as the lifestyle patterns are changing. You can be anything from a yoga instructor, mental health counsellor, med spa, Ayurvedic treatment center, dietician, etc. You must look at this as an opportunity and spread awareness about the services you can provide.
2. Lead Magnet
A Lead Magnet is something your target audience would find valuable and useful; it can be in terms of informative blogs, free service trials, discount coupons, etc.
Effective lead magnets provide a quick and easy solution that delivers tangible results.
3. Landing Page
On any other page of your website, a visitor has various options and buttons they can click, whereas a Landing Page is simply a web page, but with one focused offer. On your landing page, there is only one button which is to get the lead magnet in exchange for customer contact information.
4. Lead Capture Form
A Lead Capture form is simply the form used to capture a prospect’s information, like their name and email, in exchange for the offered lead magnet.
Once you have access to their email, you can immediately deliver the useful lead magnet to them.
5. Thank You Page
A Thank You page is one of the most underutilized parts of the funnel strategy. The primary purpose is to thank your prospect and welcoming them.
However, Thank You pages can also take the form of a Sales Page by offering a quick upsell.
For example, say someone opted in for your free lead magnet “Top 5 Ways to Stay Healthy This Summer.” You could add an upsell on the Thank You Page for a PDF eBook “Eat Healthy Checklist” priced at a certain rate.
A good Thank You page can also provide another opportunity to engage with your prospect and further the relationship.
6. Marketing Automation
Email Marketing Automation is all about sending the right message, at the right time, to the right person. It’s not some robotic auto-responder that has no personalization. Quite the opposite.
A solid marketing automation workflow can triple or even 10x your sales from email.
7. Checkout Page
A Checkout Page is exactly what it sounds like. It’s where your prospects go to enter their payment information to book your services online.
Strategies to Improve Your Funnel Design
1. Create A Great Landing Page
The landing page of your website is the first impression that a potential client will have of your health and wellness brand and the services. This is why it is important that your landing page is visually appealing, de-cluttered, and reflects the tone of the health and wellness sector.
For healthcare sites, it is better to opt for an attractive but professional look. A simple layout with a large headline copy and a featured image would be a good option.
2. De-clutter Your Site Navigation
De-clutter the navigation menus on your site so that your call-to-action (CTA) buttons are more prominently visible. This will ensure that your visitors follow through on the CTAs, rather than just bouncing from page to page. On removing the top and sidebar navigation on checkout pages leads to increase in the checkout rate.
3. Determine Where Social Media Fits Into Your Funnel
When it comes to social media and healthcare marketing, you can choose to include it at the top of the funnel or even throughout. Using social media at the top of the funnel brings traffic to your site and then to the sales funnel from there.
However, you can also use social media and healthcare marketing in the middle to improve customer communications by answering your customer’s health and wellness related queries.
Healthcare social media marketing strategies must constantly deliver value to the online community to build brand loyalty.
4. Invest Wisely In Pay Per Click Ads
Pay per click (PPC) campaigns allow you to place your advertisements on other websites and you pay each time a person clicks on your ad. Investing wisely in PPC ads will allow you to draw in your target audience using paid promotions.
PPC ads are great for small health and wellness businesses as they produce quick and measurable results.
5. Capture Leads Through Newsletters And Subscriptions
Newsletters are a great way to strengthen existing relationships as well as build new ones. Lead generation through newsletters and subscriptions requires a focused strategy.
Newsletter should be focused so that they cater to your specific target audience; the goal is not just to capture leads but also to convert those leads into sales.
Create multiple newsletters to cater to niche groups – this means that instead of a health newsletter that has topics covering diabetes, infertility, and heart disease you can have three separate newsletters with articles dedicated to a specific health condition.
This will increase the number of qualified leads which will in turn have a positive
impact on your sales.
6. Convert Leads through Testimonials and Reviews
88% of consumers trust online reviews as much as they trust personal recommendations.There are several ways to boost testimonial volumes.
One of the most effective methods is to use social media platforms to reach out to your followers and urge them to write reviews on your healthcare and wellness products or services. Products or services that have 50 reviews or more have a 4% increase in conversation rates.
7. Use Pop-Up Offers To Reduce Booking Cancellations
Booking cancellations is a common problem, but it also provides an opportunity to generate sales through conversion marketing tactics.
Exit intent technology is an algorithm that reacts to shopping cart abandonment or booking cancellations in real time by triggering an incentivized pop-up to retain the customer.
These targeted pop-ups can depend on the items that your customer has shown an interest in or on the pages they viewed while they were on your website. Collect shopper’s email IDs early on so that you can send them an abandoned cart email sequence to entice them to return.
8. Use Personalized Call-to-Action Text
Call-to-Action (CTA) text can be personalized and targeted to the specific audience. These CTAs allow you to provide the right CTA option to your customers based on whether the person is already a lead or not. Targeted CTAs have a 42% higher view-to-submission rate than the regular CTAs.
Outdated solutions or non-integrable systems can disrupt operations and cost you sales. Therefore, one of the most important aspects of a healthcare digital marketing funnel strategy is choosing the right marketing technology.
A medical advertising agency or a full service digital marketing agency can help to overcome these issues, as well as provide you with the most effective strategic health and wellness marketing plan based on your requirements and budget for your business.