Is your wellness business marketing smarter every year?
Is your marketing team doing the right stuff at the right time?
And are you really listening to your customers, clients and members?
Assess your wellness marketing practices with this checklist:
Wellness Marketing Best Practices Self-Assessment
|1.||We know our customer champions by name.||T||F|
|2.||We get regular planned customer feedback through multiple methods, not just an annual survey.||T||F|
|3.||We have a great handle on what customers love about our business.||T||F|
|4.||We market through a mix of online and offline techniques.||T||F|
|5.||We actively market all year long.||T||F|
|6.||Our marketing includes educational or informative content about our specialty.||T||F|
|7.||Our marketing includes content which overcomes potential client anxieties.||T||F|
|8.||Our online marketing activities are fully integrated
with each other.
|9.||Our online and offline marketing is fully integrated.||T||F|
|10.||We have 3 – 5 key messages that our marketing consistently communicates.||T||F|
|11.||If we had a major and unexpected media opportunity, we know exactly which points we’d make.||T||F|
|12.||We prioritize our marketing activities based on feedback from sales.||T||F|
|13.||The sales team feels that they have the marketing materials they need, when they need them.||T||F|
|14.||We have clear marketing priorities and goals, with timelines and due dates for key deliverables.||T||F|
|15.||We consciously review our marketing results so we can stop what doesn’t work and do more of what does.||T||F|
|16.||We prioritize our marketing channels based on results, not what’s “hot” right now.||T||F|
|17.||We understand the triggers and hot buttons that make our potential clients decide to buy.||T||F|
|18.||We rarely find ourselves in crisis mode.||T||F|
|19.||We’ve been saying “We need to do A, B, C” for more than a year.||T||F|
|20.||We continually update our marketing materials based on new insights into how customers are thinking.||T||F|
How many “true” answers did you have? Here’s how to interpret your score:
0 – 7 “true” answers
- Nonexistent or extremely haphazard marketing sinks health and wellness businesses.
- Marketing is all about awareness and generating interest and demand. It feeds sales. Without marketing, sales don’t happen.
- It’s not enough to be passionate about your subject-matter. You need paying customers – and if they don’t even know your business exists, it won’t for long.
8 – 12 “true” answers
- Your wellness marketing activities seem headed in the right direction, even though you probably feel that results often fall short.
- To take it up a notch: focus on more consistent implementation, closer attention to clients, and an emphasis on actually finishing what you start. Remember: 100 projects, each 50% done, isn’t the same as 50 projects, each 100% done.
- Your team probably needs to add some missing marketing skills or new bigger-picture perspectives, too.
13 – 16 “true” answers
- A strong performance that can easily move to the next level.
- Where did your “false” answers tend to cluster? Make those your wellness marketing priorities for the next 6 – 12 months.
- (But don’t get distracted and drop the ball on what you’re already doing well.)
17 – 20 “true” answers
- You’ve assembled a team of marketing geniuses. Stay out of their way and let ‘em go to work!
What best practices did I miss? Feel free to add them in Comments (your email stays private).