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  • Linda Salamin

How to make your health and wellness business stand out

Your audience work with businesses they know and trust.

They also seem to trust the top industry performers most.

Trust-building is the number one challenge in the health and wellness industry.

A business builds trust through marketing. Because people need to know who you are and what you can do for them - before they can trust you.

A well-thought out inbound marketing campaign will yield positive results.

This article give you some tips on how to build trust with your audience through content.

Content that builds trust is human, personal, relevant, it isn't greedy and it doesn't trick people. If the recipient knew what the sender knows, would she still be happy?
If the answer to that question is yes, then it's going to build trust.
Seth Godin

You can start to build trust through a well-designed, updated website, where relevant information is easy to access.

Consumers in 2020 will be using the internet to research free health and medical information. And they will use Google to help them find this information.

So, how can you get your company website to shine in Google rankings?

Six ways health and wellness companies stand out

1. Know the gaps in the market

Be able to identify new opportunities in your niche. Follow your market, where the competitors are and where you rank. Can you put together a new offering fairly quickly if necessary?

A blog that showcases new health trends, recent breakthroughs and your company philosophy will drive traffic to your site.

Not only that, but it establishes you as a thought leader in your industry. Make your website – and not that of your competitor’s - the place to go to for health information.

2. Stay close to the market

Know your customers’ needs and what they are looking for through market data. And give them what they want.

For example, if site visitors are looking for information on the health benefits of thermal water or for a dietary supplement that you sell, publish an informative article about this on your blog. Commission a writer to write an ebook on the topic that your site visitors could sign up for.

3. Make long-term plans first

To take advantage of market opportunities you need to know where your company is going. Define long-term and short-term goals. From there, work out a strategy to meet these goals and respond to the market. If you know where you are going, you can better communicate this to your audience. You can also determine if new market trends are for you, or if you should improve on what you have. For example, if you have a wellness clinic and you know that you don’t have the facilities to offer reconstructive surgery, then you could seek out other possibilities. Innovate by offering the newest services in anti-aging – that your competitors are lacking.

4. Build trust

To put your brand forward as an industry leader you need to establish credibility, especially in the health and wellness industry. Take advantage of the leadership skills you detect in your own staff.

Connect with powerful industry leaders for interviews, first-hand information and trends.

Follow some industry leaders and influencers in the health industry on LinkedIn to stay informed of the latest innovation. Join online groups that you can exchange with. People tend to trust industry leaders who are at the cutting edge of their craft. Have a strategy in place to be or become one of those leaders by interacting with the industry moguls.

5. Publish digestible pieces

Don’t forget that people who search for information aren’t necessarily specialists. Adapt all writing for the web. This means being brief, to the point and digestible. Remove all technical jargon, make short, direct sentences and paragraphs. Don’t forget that most readers probably aren’t native speakers and don’t know the specific vocabulary of the health and wellness sector.

Publish short, informative articles ending with a call-to-action. This means asking the reader to sign up for a newsletter, white paper or ebook, send you an email, or to click on a link to register or buy one of your products or services. The goal here is for the reader to keep coming back to you.

Finally, publish articles on a very regular basis. There is nothing worse than seeing a blog with dated articles or a white paper on a topic that was trending years ago and is no longer popular.

6. Track your progress

Once you have done the work, you need to know what is effective and what isn’t according to your defined objectives. Certain pieces of content will attract audience while others will have little success. So that you don’t waste your time, there are tools to measure the effectiveness of your content. Ahead of measuring, you will have defined objectives, intermediate goals, and metrics to use as a yardstick for past and future performance.

Next, optimize your content so that it ranks high enough on search engines so that your audience will see it. This is Search Engine Optimization or SEO. That will be the topic of my next article. Stay tuned!


Do you need to commission a freelance writer to write content?

Contact me, Linda, at I'll get back to you.


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