I help women in the health and fitness business get more clarity, clients & cash.
HI, I'M ELLE
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Do you feel you've got to put out tons of content, blog posts and Instagram posts all over every single social media platform in order to get more clients?
Does the thought make you cringe with “where’s the time for that?”
In this short video I'm sharing why creating more blog posts and spending all your hours writing content or filming new videos isn't necessarily going to grow your wellness or fitness business and what you should be doing instead.
It helps you rank on Google and it can help you connect with your audience.
But if it's not part of a bigger online marketing system, then there's nowhere for your blog visitors to go, so they take a quick peek, then leave, never to be seen again.
Imagine….you decide to take up Pilates but you've got nothing to wear to class. Luckily, you stumble on a gorgeously designed and affordable pair of yoga pants in a shop window. Success! You step inside…..
Wanting to try them on – you're confused when there's no store assistant in sight. Plus, your size isn't on display and you can't find the changing rooms.
It only takes a couple of minutes before you walk on outta there. (Probably next door to lululemon because that Pilates class is coming up and you need yoga pants pronto!)
Did the window display get the store more clients? Nope. And did you get what you needed? Nope.
(We all know that when it comes to yoga pants you should be able to see 'em, try em', buy 'em, right?)
What has this got to do with your wellness or fitness services?
Think of your blog like that window display. You can use it to entice shoppers into your virtual store (aka, website,) and to share what you're all about…BUT.. if you don't have the right processes and systems in place to help a browser become a client they'll never get the transformation they walked in looking for.
Instead, focus on key blog posts that are really helpful. When you’re creating a piece of content, try and think about how it ties into the journey that you want a potential client to take.
For example, writing a blog post that leads to a page where people can sign up for your mailing list to take the conversation further serves a purpose. Visitors can benefit from more information or maybe they can get a little bonus that goes with the content, and you get an email subscriber!
If you've done a workout video or a video of you creating a healthy recipe, think about offering a PDF that goes with it. Or perhaps you blogged about a great way to meditate every day, you might offer a free audio meditation to try out.
In online marketing speak, it’s called a ‘content upgrade’ and it's going to go with that blog post so that your blog works for you, to get people onto your email list or encourage them to take the next logical step towards having a transformation with you.
There's little point spending time writing lots of content if people aren't going to see it and have a deeper way to connect with it. Make sure your blogs are strategic and valuable instead of frequent and throw-away.
There’s more good news…
Instead you can reuse and repurpose it.
Consider that key blog post that you created around a topic that's relevant for your audience. It's fine to keep using that in different ways and recycle it. Let's get off the content creation hamster-wheel! (As long as you've got a system in place.)
If you've got some old articles or been on someone's podcast you can simply create some snippets from that content and post them as a blog. Or maybe you've got some parts of a program that you coach that you could create blog posts around? You don't need to start from scratch! Do you have a library of workout videos? How about posting one week with a how-to?
Let me know in the comments how you feel about social media, how you feel about blogging, how you feel about creating content for your wellness business. What do you love and what do you get stuck with?
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