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Consumers are conscious of their own health and wellness every day, continuously making decisions about their diet, exercise, hygiene and sleep routines. As of 2022, 60% of people have reported becoming more conscious of their health since the pandemic. People are more often taking measures to prioritise their well-being and achieve a healthy lifestyle through products and services offered by brands that want to make a difference.
As a result, health and wellness marketing is a crucial step for these industry businesses as the market is ever-expanding and is expected to reach a value of over US $6 trillion by 2030.
On the one hand, this means there is huge opportunity through health and wellness marketing to establish or expand your business. On the other, businesses will have to compete with more companies to attract customers and increase conversions. Consumers need to be selective about where they spend money on their health, meaning they can only choose the brands, products or services that completely resonate with them.
With that being said, it’s important to focus on the upcoming trends in health and wellness marketing to ensure your business stays ahead of the competition.
Small and medium business owners in the health and wellness space can leverage the latest digital marketing methods to optimise their marketing approach. Let’s dive into some of the 2024 trends to look out for.
Video Marketing
Video marketing has been the hottest trend in recent years with the introduction of video-focused social media apps and features, including TikTok, Instagram Reels and YouTube Shorts. This is a brilliant way to show your audience who you are and provide valuable information to assist with the adoption of your product or service.
Video placements also tend to perform more successfully than static assets when advertising on platforms such as Facebook, Instagram and LinkedIn. In 2024, it’s all about being confident to post videos on your business’s website and social media pages with a well-thought-out strategy for providing helpful content to your audience.
What are people watching? Music videos (49.4%) are at the top, followed by comedy, meme, or viral videos (35.3%); nevertheless, tutorial or how-to videos have soared up the rankings to third place (26.4%).
So, what’s driving the rise of video? Three things: widespread high-speed internet access, enhanced mobile devices, and smartphones. The potential reach of video marketing initiatives has never been bigger, spanning mobile devices, tablets, desktops, and televisions.
However, none have made as large an impact as mobile. According to Statista, the number of mobile internet users will reach about 6 billion by 2029, implying that more than 60% of the worldwide internet population today utilises their phones to access the internet—a figure that is expected to rise year after year for the foreseeable future.
Visual Marketing
Visual marketing attracts attention from your audience and connects promotional text with engaging multimedia, such as images, infographics and, as mentioned previously, videos. It is good to use a range of visual mediums to connect with your audience. You can significantly impact your target audience through this marketing strategy and compel them to complete the desired actions.
For example, a nutritionist could provide infographics to explain the benefits of plant-based diets. This helps to establish the nutritionists’ authority and branding, and then, by including a persuasive CTA, they can encourage viewers to contact them about getting a customised meal plan.
Sample, Trial or Freemium Marketing
Free things are fantastic, even if it is inexpensive. At conventions, attendees often receive a bag containing various items such as sticky notes, pens, small flashlights, glass coasters, and T-shirts. At first, you look at the bag and think, “Man, this is a bunch of stuff I’m not going to use” until you find yourself carrying it home and finally using 80% of everything. That’s merely free goods, but how about something with a better value? Something where you actually say, “This is extremely beneficial to me at no cost.”
Whether you offer a service or products in the health and wellness industry, one of the most effective ways to attract attention is to offer a limited trial or sample of your offer. Once you have your ‘foot in the door’ with a customer who has trialed your product or service, they are much more likely to continue their journey with you or tell their friends about their positive experience with your business.
An example of this is a yoga studio offering customers their first class for free or a beauty supplier offering a sample kit of their best-selling products. Utilising an offer as part of your digital marketing is a highly effective way to draw attention and entice sales. Plus, it’s a risk-free way for your potential customers to discover whether your products or services suit their needs.
Referral Marketing
In a referral marketing strategy, businesses offer additional perks to existing customers for recommending the brand to their friends and family or on social media profiles. This helps in reaching new customers while increasing the customer retention rate.
Referral marketing is an effective technique to grow your consumer base without breaking the budget. It ivolves encouraging satisfied consumers to spread the word about your company among their friends and relatives. This personalised approach enables your company to attract new clients without incurring excessive advertising expenses.
To create a referral program, research what types of rewards your customers are interested in. The reward can be a free session, a gift box of self-care products, or a free fitness plan, for example. Then, get in touch with customers to ask if they would like to participate in your referral program and make sure you have shared specific eligibility rules with your potential referrers.
Influencer Marketing
Influencer marketing involves using influencers or famous social media personalities to endorse your brand or products. As a health and wellness business, you can approach influencers that complement your industry.
For example, a skincare brand could approach influencers who prioritise their self-care and ask them to try their products. If the influencer likes the product and tells their audience about it, then this allows the brand to tap into the influence’s expansive network of like-minded individuals. Gyms could work with well-known fitness coaches or influencers to grow their brand presence. This way, the influencer’s followers will be introduced to your business.
This form of marketing is known as influencer marketing. Where brands capitalise on the power and influence of individuals with a large following on social media or other online platforms.
Brands collaborate with these individuals, known as influencers, to market their products or services to the influencer’s target audience. The notion is that the influencer’s endorsement will have a greater impact on their followers than traditional advertising approaches since they trust the influencer and regard them as a reliable source of information.
There is no doubt the health and wellness industry is competitive. To ensure your business keeps growing in the upcoming year, utilise trends in the health and wellness industry to promote your brand.
Some trend ideas you need to follow are video and visual marketing, social media marketing, free trials, referral marketing, and influencer marketing. If you’d like more help with your business’s digital marketing, don’t hesitate to get in touch with Crunchy Digital to discover your most effective marketing strategy.
About Crunchy Digital
Crunchy Digital is a dedicated online marketing agency, helping small and medium businesses to grow and increase their online presence since 2018. As a full-service internet marketing company in Sydney, our team of experts aim to simplify the process with done-for-you marketing strategies and an easy-to-understand reporting dashboard. Are you an established business owner or marketing manager of a medium business and want someone else to decipher and deploy your online marketing strategy to keep you ahead of the pack? Don’t worry – We’re here to help.
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Frequently Asked Questions
Health and wellness marketing is crucial because the market is continuously expanding, with more consumers prioritizing their well-being. As of 2022, 60% of people reported becoming more conscious of their health, creating significant opportunities for businesses to establish or expand their presence in the industry. The market is expected to reach over US $6 trillion by 2030.
The primary challenge businesses face in this industry is increased competition. As more companies enter the market, consumers become more selective about where they spend their money on health-related products and services. Businesses must ensure their offerings resonate with consumers to attract and retain customers.
Video marketing allows you to showcase your brand’s personality, provide valuable information, and engage with your audience in a more dynamic way. Videos tend to perform better than static content on social media platforms, making them a powerful tool to increase brand awareness and drive conversions.
Visual marketing involves using engaging multimedia, such as images, infographics, and videos, to attract attention and enhance the impact of promotional text. It is effective because it helps connect with audiences on a deeper level, making your message more memorable and compelling.
Examples include a yoga studio offering a free first class to new customers or a beauty supplier providing a sample kit of their best-selling products. These strategies help businesses attract attention and entice potential customers to try their offerings with minimal risk.
Referral marketing can help grow your business by incentivizing existing customers to recommend your brand to others. This strategy not only helps in reaching new customers but also increases customer retention by rewarding loyalty.
When creating a referral program, research what rewards will motivate your customers, such as free sessions, gift boxes, or fitness plans. Ensure you communicate clearly with your customers about the referral process and eligibility rules.
Influencer marketing can be leveraged by collaborating with influencers who align with your brand. For instance, a skincare brand can work with self-care influencers, while a gym might partner with fitness coaches. This strategy helps introduce your brand to a larger audience through trusted recommendations.
If you need assistance with your digital marketing strategy, you can contact Crunchy Digital to discover and deploy the most effective marketing tactics for your health and wellness business.