Krishna Everson – Healthy Marketing Academy

What’s your website user experience like?

Let’s face it. For many of us our website is our shopfront.

They can showcase your products and services, feature your promotions, as well as answer the deepest concerns of your website visitors and existing customers.

And they do this 24/7!

But, how many of us actually look at our website from a customer perspective?

How good is the user experience?

I’m asking these questions as I have found myself frustrated on a few websites lately.

Some of the issues have included:

Having to follow the breadcrumbs to find what I’m looking for
Buttons that don’t work
Links that go to the wrong destination
Marketing images that link to something unrelated or completely different
Social media posts that don’t link the promise that appeared to offer
Inconsistent and confusing terminology
Directing me to horrible content that is neither appealing or compelling
Shopping links that take me to completely unrelated products
Broken links and 404 errors

Quite frankly, some websites are HARD WORK!!! It doesn’t matter how amazing the content is, if you make it hard for me to find, I’m going to miss it!!

That means poorer results for your efforts.

Now I admit. It’s a challenge for all of us as business owners, myself included. But if you aren’t seeing the results you want from your marketing and promotions, take a look at your website from a customer point of view.

Also, remember it must function smoothly on mobile devices, part of Google’s ranking algorithm.

It matters, and can directly impact your bottom line.

So, what makes good website navigation?

You offer links to specific pages that answer the client’s query
It’s just one click for visitors to find the page they are looking for
Phrases such as “browse my website” and “take a look around” are eliminated from your website vocabulary
The stumbling blocks, hurdles and speed humps that block a smooth path from place to the next are removed
Use consistent terminology so we know what you’re referring to
Remove old links that are no longer valid

I know considering these issues might seem overwhelming, but the last person you want to overwhelm is your customer!!

Just step back, and experience your site through fresh eyes, or have someone do it for you.

It will be worth it to take the pressure of your customer and make it easy for them to consume your products, services, and offerings.

What else do you find frustrating when you are on other business websites?

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Do you need to take some tasks OFF your to do list?

There’s been some interesting conversations in my networking circles this week. Many of them have been around the notion of striving for results, as opposed to allowing and gently manifesting.

I’ve been pondering how easy it is to get caught up in busy activities. A bit like a butterfly in a bottle!

How would you feel if you could do less, and achieve more, so that instead of busy you could be productive and leave room for what makes your life meaningful. Family. Love. Contribution.

We often think that by doing more we will get better results.

But that can get overwhelming, right?

As a business owner who inspires others, most of us have a vision to help and heal. We may do this through education, consultations, healing sessions, products and programs.

But, all too often we cram way to much into our day, try to promote too many things at one time, which ends up in confusion for our clients, and overwhelm for us!

This is not the way to grow your business and maintain your sanity at the same time.

So, how can you do this?

Determine your outcomes first

Your outcomes may be long term, such as buying a house or retiring, medium term like a family holiday, or opening more locations for your business, or short term such as selling your program, a workshop or securing a certain number of clients.

Your outcomes may be financial, or altruistic.

I prefer to work with short, medium and long term goals. They can adjust as my priorities change. But it helps keep me on track.

Whichever it is, write these down, add them to your vision board, or note them on your whiteboard!

Decide what’s required to get there

Don’t just jump on Facebook and hope for the best. Don’t do things just because everyone body else is! Think about what you are doing and why. You can still enjoy the journey, be authentic and heartfelt. Being a little strategic doesn’t cancel those things out. It just allows you to be purposeful.

Wouldn’t you prefer to live your life and grow your business – on purpose?

Take the first step

If your goal is to get 10 people for your workshop, start with the first step towards that end. It may be to increase awareness of the topic. To do this you could write a blog or share a video. Be careful not to sell too soon. Build trust first. Other tasks could be set up an event page on your website and Facebook. Invite people you think would like to be there (don’t spam indiscriminately). Follow up. If you have been struggling to fill your events, this article will help you.

Shorten your daily to-do list

Remove the endless business. Choose 3 things that will move you toward your outcome. Those 3 things will get done, and still leave time for rest, recreation, friends and family.

I start my week with 3 main objectives. Each day I choose 3 tasks. I feel into it each morning, so I choose tasks that fit with my energy levels and daily demands, but still move me forward.

Get help if you need it

Don’t be afraid to ask for help – if you are resisting a phase on your list because it seems difficult, ask for help from someone who has already experienced it. Most people are more than happy to share their experience of how they have overcome any initial difficulties. (Remember Thomas Edison failed 1000 times before successfully inventing the light bulb.) Having a mentor can be truly inspiring.

How I stay on track

I use a tool called www.simpleology.com. It gives me a dreamcatcher to store my ideas, somewhere to braindump daily, and a place to set my short, medium and long-term projects. This tool changed my life when I first began using it in 2010. Their motto is “double your free time by simplifying your life”. That’s my kind of motto!! Simplicity is my key driver.

If you love rituals, you’ll love Simpleology!!

Seek out like-minded people

Spend time with others who have similar interests to you and share your ideas, successes, and failures. They will encourage, applaud and inspire as you walk alongside them.

Most importantly get started! It is only once an action is added to the dream that it can truly become a reality.

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How selling too soon could be losing you clients!

You’ve created a brilliant service, product or program and you cannot wait to get it out there!

Let’s face it you are an expert at what you do. You know people need your service. In fact, it could help most people to lead a better more fulfilling life!

It’s a success story just waiting to happen!

So you decide to ‘eat that frog’. You face your fear of selling and do it anyway. Even if doing so feels a bit…..icky.

You create an event. You set up Facebook posts. You even invest in some paid ads. You post in Facebook groups. You put it out there. You put it everywhere!

But then. Nothing. Zilch. Or very little.

It is so frustrating! You cry out to the universe?? Why, why, WHY???

It may just be that you are selling too soon.

Human beings have simple needs, but they are complex creatures.

Meltwater Customer Purchase Funnel — Image used with permission.

We go through quite a process when it comes to making purchase decisions.

The process leading up to purchase is:

Awareness

We become aware that we have a problem. We can be in this phase for quite a while! We may start Googling the issue to find out more about our problem or condition.

Consideration

We decide we need help. We start to consider our options. What types of treatments could help us? We research and explore. We evaluate the service providers, and people offering to help. Do we like them? Do they suit us? Are they trustworthy? There’s a lot to consider here.

Preference

We’ve narrowed it down to a shortlist. We weigh up the pros and cons of our treatment options or solutions to our problem.

Purchase

We’ve made our decision. The price is right! The solution is right! We are confident in our decision. Time to hand over the money.

Why selling too soon can backfire

If you are trying to sell someone your product, but they don’t know they need it yet, it may fall on deaf ears. They won’t be ready to receive.

You need to educate them first to arouse their awareness. Then once they are aware, they need to know the options that are available. You can help them by explaining these clearly. This can apply to the range of options on the market, as well as the multiple products or services you offer.

But, if you are just flogging your event, product or service, without considering where your market is at, you’ll be missing their sweet spot.

So what’s the answer to selling at the right time?

As a health or wellness practitioner, you are in an advantageous position. You can use education and information to promote your product. You don’t have to hard sell anything!! BUT, you must appeal to their most urgent needs right now!!

BUT, you must appeal to their most urgent needs right now!!

Trying to sell something without a deep felt urgent need or desire will make your job difficult.

Helpful marketing is healthy marketing.

The key is giving people what they need now (education about their problem, their question answered, a solution option) – then what they need next (your product). Too often we just try and give them the product, overlooking the first part.

You need to demonstrate that you know your customer, their needs, their concerns, their objections and their preferences!! Ignore this at your peril.

Accept that they may not buy until they have a real reason to do so and that all of these things must be addressed.

How do you do this? Some ways to consider include:

Explain signs and symptoms.
Answer frequently asked questions.
Do product reviews.
Share case studies and testimonials.

You can do this through blogs, video, images and social media.

Your customers are looking for what you offer – help them to find you and navigate their purchasing decision!

Include your most important call to action. Make it easy for them to make their purchase decision.

Once they’ve become a customer, you can nurture their loyalty, and they can become advocates!

Want to learn more about health marketing?

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What can I post on social media? The idea generator…

Have you ever felt challenged by what to post on social media? Perhaps you find yourself promoting products, services and events, and getting little engagement (comments, likes and shares) as a result.

We all know how annoying it is when all people do is promote. It probably feels uneasy for you too.

The general rule of thumb is to mix up your posts:

30% promotional
30% adding value
30% sharing others
10% inspiration

Today’s post is designed to get you thinking about what’s possible for you and your business, products and service offerings.

Think about your general audience and ideal customer. What inspires and interests them?

Once you are posting regularly, you will begin to see what they are more likely to like, share and comment on.

Here are a few social media ideas to try!

Fascinating fact
Myth buster
Answer a Frequently Asked Question (FAQ)
Hot tip or ninja hack
Remedy or solution
Simple how to
Recipe for…….
Quote
Address an objection
Behind the scenes
Did you know?
Newsflash
Funny
Your own event
Community Event
Influencers event
Intro your team
Share your weekend passion
Workplace or workstation photo
Fill in the blanks
Share a story
Post a poll

What mediums will you use?

Video – Facebook LIVE, You Tube, Facebook native video.
Graphic images or memes – Create using a graphics tool such as Canva or Pic Monkey or share others
Photographs – Personal or workplace behind the scenes
Blog Posts – From your website (drives traffic), or from an influencer (builds trust and industry or peer relationships)

Ask yourself

Is it educational?
Is it valuable?
Are you solving a problem?
Does it inform or inspire to motivate a change in behaviour?
Share your perspective and valuable insights, show yourself.

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Krishna worked in media for many years before pursuing her passion and followed her dreams for a career in health. She now combines the two by sharing 25 years of marketing knowledge with health practitioners and natural therapists who want to make a difference, through her face to face workshops and online programs. Krishna is also a health writer and university qualified Health Promoter.

The rise of the health blog – what it means for health practitioners

Have you been procrastinating on starting your health blog?

You’re not alone, but….

With Australians spending more than a $1billion on health it’s little surprise that health consumers are hungry for health information. In fact, more than 84% of consumers seek out health information online.

What this means for you as a health practitioner is that both your existing and potential clients are already seeking information to solve their health issues. If this is the case, shouldn’t you be the one that provides it? Even if you are recommended by word of mouth, your website (where your blog lives) is where people will go to further check out your credentials and philosophy, as well as access your contact number to give you a call.

A blog builds trust

A key purpose of marketing is to develop trust that fosters long-term clients, advocates, and referrals, so why wouldn’t you take advantage of your own blog to do this? They are already looking for helpful advice and useful information, so take the opportunity to build your reputation, boost your practice revenue, as you position yourself as the go-to person in your industry, or geographic location.

For most health practitioners, it’s more than that.

As a health advocate, the satisfaction of knowing that you have positively impacted on the lives of many through your health practice and beyond adds meaning and purpose to the work you do on a day to day basis.

[Tweet “More than 80% of Australians search for health information online”]

Your health blog will help you to:

Spread your message to a wider audience

Blogging is one of the easiest methods to use to reach more people. You can start today and get instant results. You can share it via social media (or have someone do it for you), where others can share it to their own networks. Great social media channels include Facebook, Google +, LinkedIn and Twitter, as well as visual platforms such as Pinterest and Instagram.

Social marketing was around before blogs and Facebook arrived on the scene. You now have an opportunity to magnify the impact you make tenfold, and you can reduce the cost of traditional advertising at the same time!

Boost your website traffic

Your blog is an element on your website and is sometimes identified as articles, updates or latest news. Each time you get a reader, you site traffic increases. Blogs that are engaging, or meet the needs of your website visitor, keep potential clients on your website for longer. You can imagine the impact this has when a post of interest is shared beyond your site!

Attract more clients and customers to your products and services

As well as providing valuable information that your potential clients are seeking, each blog post is an opportunity to lead the reader the related product or service that will meet their needs. Rather than being pushy and sales, they meet the client where they are at that very moment. A good blog (or website page) will always deliver what they need now, and what they need next. This is mutually beneficial for both the client and for the practitioner.

Differentiate you from similar service providers

Interestingly, even though there are thousands of blogs out there, health businesses are still under-represented. In fact, bloggers represent less than 2% of the population! (Problogger 2016).

So, if you’re just getting started it’s not too late. You are still one step ahead of your competition!

Your blog is an opportunity to demonstrate your passions and beliefs, and the philosophy around how you work. This is instrumental in helping a potential client to resonate with you. You’ll need to make a decision around the tone of your blog (formal and authoritarian, friendly and approachable, research and facts based, etc). Whatever you decide, it will help your clients to choose you as opposed to another practitioner or competitive service.

So, what makes a good health blog?

Content that people want to read. The easiest place to start is by answering the most commonly asked questions by existing clients. If they are asking them, you know that others will be too.

Content that people are searching for. People will also be searching online for common queries and themes, so you want to address these right up front.

Stories that engage and inspire. Building an engaged following goes beyond answering their questions. Sharing interesting stories of yourself and others add personality to your blog and help to differentiate you from those in your industry. Don’t be afraid to share the person behind the brand. You will be rewarded for it.

Visually appealing. It’s no secret that a little eye candy attracts attention. Include images that complement your topic, or add to the story. If you are able infographics are a great way to present facts in a visual way.

Easy to share. Make sure that your blog has social media icons so that your content can be easily shared to other platforms by your readers. Social marketing at it’s best!

Mix it up. Try embedding other elements into your blog that engage your reader, such as audio, video, or slideshows, especially if your modality lends itself to demonstrating tips or techniques. Keep it interesting!

Don’t feel that you have to adopt all of these elements from the beginning. Like anything, learning a new skill or habit is a process. Begin with a couple of these and build from there. Once you are in the practice of creating wonderful content for your clients and followers, you can enhance it as you go!

Happy health blogging!

NEED HELP? Are you getting started blogging, or want to enhance your health blog? Join me on October 7 at Marcoola on the Sunshine Coast for a Healthy Blogging Masterclass created especially for health practitioners. Click on the image to read more:

Blogging for Health Businesses – MASTERCLASS

The Synergistic Power of Joint Ventures to Grow Your Business

So you’ve registered your business name, printed some business cards, and announced your business at a network or two. You may even have your first clients or customers, and are beginning to establish some regular clientele and repeat business.

So, what next? How do you take your new business from fledgling to full flight?

One very powerful way is via joint ventures or strategic alliances.

The beauty of joint ventures is they allow you to leverage what your knowledge and products and services, through the power of unity. Joint ventures are synergistic in nature, which means the partnership has far more value than the sum of its individual parts. This synergy means that you can reap far greater rewards together, than you could possibly do so alone.

At first glance it appears that joint ventures benefit the partners involved, and that’s true. You can pool your resources, split associated costs, and benefit from sharing one another’s database and network connections. Continue reading “The Synergistic Power of Joint Ventures to Grow Your Business”

The Art of Getting Free Publicity – a Health and Fitness Case Study

Personal Trainer and Life Coach Jennifer Forster referred to herself as a wallflower before discovering the knack of getting free publicity. In this encore interview, she shares how she secured 40 media features worth thousands of dollars, and how you can too.

How to Build a Massive You Tube Following

Ryan Hoyme of Massage Nerd fame has more than 90,000 subscribers and has had more than 180 million views on his channel.

In this encore interview, Krishna Everson of Healthy Marketing gets Ryan’s insights on how it happened, and how you can do it too.

Trademarking Q and A. What You Need to Know.

In this Q&A session Krishna Everson grills Australian trademarking and copyright expert Geoff Moller on the possible pitfalls and how to avoid trademarking trouble when it comes to protecting your brand. #trademarks #trademarking #copyright #ip #intellectualproperty #marketing #branding #healthymarketing