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clock iconPosted Saturday, 1 August 2020

How Holistic Marketing Can Take Your Business to the Next Level

By Lawrence Taylor Ellyard

Australians are using the services of natural therapists in record numbers—that's the conclusion of a recent survey from the Australian Traditional-Medicine Society (ATMS), "Australians turn to natural therapies in the millions."

Among the findings included in that report are the following:

  • Almost 70% of Australians use at least one complementary medicine each year
  • 94% of Australians have consulted a natural medicine practitioner at some point in their lives
  • 97% of Australians describe natural medicine as either "effective" or "very effective"
  • There are almost 70 million visits to an Australian natural medicine practitioner each year
  • There are about 28,000 natural therapy businesses that contribute almost $5 billion to the Australian economy each year

Why are some natural therapy businesses more successful than others?

Of course, some of those businesses are a lot more successful than others.  Some, for example, simply offer better service and customer service.  Some take more time to vet employees, ensuring they get the best talent to move their companies forward, and some have natural leadership skills.

But what most distinguishes the natural therapy businesses which achieve remarkable success vs. those that struggle to survive from year to year is a holistic, inbound marketing strategy.

What is inbound marketing?

Spoiler alert:  consumers are tired of traditional advertising.  According to one estimate, they see about 5,000 ads every day, and most of them are for products and services they don't want and don't need.  They're so fed up they register on do-not-call lists by the millions to steer clear of intrusive telemarketers.  They're so frustrated they get Netflix and paid subscription service just to avoid annoying TV commercials.

In other words, traditional (sometimes called "outbound") marketing doesn't work as well as it once did.  An increasing number of marketers are turning to a new approach - one that rebuilds trust by offering information consumers can use to answer their questions and solve their problems before talking sales.  It's called "inbound marketing."

This is how HubSpot describes inbound marketing:

"Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don't want, inbound marketing forms connections they're looking for and solves problems they already have…An inbound marketing strategy can include a number of different channels and types of content to attract prospects and customers to your website...inbound marketing is the idea that it's not enough to just attract people to your website; you have to continue to help, support, and empower them well after they become a customer." 

Does inbound marketing work?

In a word, "yes."  In fact, when you do it right, inbound marketing can be a game changer for your natural therapy business.  Not convinced?  Then, take a look at these inbound marketing stats from Impact:

  • Inbound marketing generates 3 times as many new leads as traditional marketing per dollar spent
  • The cost to generate leads drops by more than 80% after just 5 months of inbound marketing
  • Businesses that regularly blog are 13 times more likely to see a positive return on investment (ROI)
  • Inbound marketing on average doubles the conversion rate on your website (from 6% to 12%)
  • Inbound marketing is 10 times as effective converting leads into customers than traditional advertising

How can you use inbound to boost your natural therapy business?

Of course, those statistics are based on average performance—some businesses do much better while others don't do nearly as well.  It all comes down to how well a business uses inbound marketing to achieve its top marketing goals.

Every natural therapy business is different, with different customers, different goals and different challenges.  But most will benefit from an inbound marketing approach that includes best practice strategies like the ones listed below.  To boost your natural therapy business's profitability, you should do the following 3 things:

1.  BUILD A WEBSITE THAT HELPS VISITORS

Your website should of course highlight the strengths of your business by listing your credentials and the services your offer.  But your website isn't really about you - it's about your customers.  You need a website that works for customers and prospective customers on both laptops and mobile devices, is easy to navigate and provides information visitors can use. 

Take the time to think about the questions they ask most frequently and make sure your site makes it easy to get answers to those questions.  To avoid some of the more common website pitfalls, take a look at this article from HubSpot.

2.  CREATE A SOLID CONTENT MARKETING STRATEGY

"Content marketing" sounds complicated, but it's actually pretty simple.  When people search on the internet, they're looking for answers to their questions and solutions to their problems.  Businesses provide those answers and solutions in blogs, case studies, white papers, how-to videos and the like. 

Here's how it works.  Someone is searching on Google, trying to find out if yoga might be good for them. They find a link to one of your blogs, "10 ways daily yoga will promote health and peace of mind."  They click on the link and go to a landing page on your website where you ask for their email address in exchange for the article.  They get the information they need and you get a new lead - a new lead who now trusts you and is more likely to use your yoga studio.  That's a win-win scenario - and the reason small businesses that blog increase lead growth by almost 130%.

3.  LEVERAGE THE POWER OF EMAIL MARKETING

According to Search Engine Journal, email marketing on average increases marketing ROI by 4,300%.   That's because email marketing is both cost-effective and arguably the best way to nurture the leads you generate with your website blog. 

Because your new leads have opted in to receiving emails from your natural therapy business, you can send them regular emails that feature news about your company, new products and services and information they want and need.  That increases trust in your business over time.  You can even automate the process so emails will be triggered based on key actions prospective customers take on your website—and that can dramatically increase both conversions and sales.

Conclusion

Creating a holistic marketing strategy using inbound tactics is one of the big challenges your natural therapy business faces - but it's not the only one. You also need to deal with costly association memberships and insurance policies that can put a strain on your business.

That's where we can help.

To learn more about the ways IICT can save your business thousands of dollars with an all inclusive membership and insurance solution that covers all your modalities under one roof, contact us today.

Lawrence Taylor Ellyard

About the Author:

Lawrence Taylor Ellyard

Lawrence Taylor Ellyard is the CEO and Founder of the IICT with over 25 years experience in the natural health industry. Lawrence has been instrumental in developing the IICT's operations both within the Australia and Internationally.

https://www.lawrenceellyard.com/

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