If you're not content with just doing 1:1 wellness or health coaching, and you want to SERVE more, and EARN more...
I've got good freakin' news for you!
There are *actually* just four "Building Blocks" that you need to learn & execute on to have a successful online wellness business.
… No. It's not EASY, and it takes work...
But it's certainly not complex.
Shall we begin? Here are the four things you need to know, learn and do to get started online:
This point is the difference-maker between progress and nobody paying attention to you - so our first Building Block will be the longest.
Bear with me, because this matters more than anything else.
Starting an online wellness business in 2018 is a lot different to starting one even a few short years ago.
What worked really well in 2014 is a recipe for disaster in 2018.
Nowadays specificity matters more than anything else.
In the past it was ‘enough’ to bring wellness advice about a range of topics to the internet that anyone could learn from…
And you would attract attention, a following and an audience to yourself & your business by doing that.
That won’t cut it today.
W, pray tell, TF are you supposed to do to build an online health business if you're not sharing your health knowledge online?
Create a message and business with the intention to eventually be known as ‘a go-to’ expert in a particular field, for a particular group of people trying to achieve a particular health goal.
The starting point for is firstly to place focus on who YOUR AUDIENCE will be…
And then WHAT TOPIC you will help them with.
Not sure what I mean by all this?
Well, if you look back through some of the interviews I’ve done on my Business of Health podcast, there are a number of clear examples of wellness experts with HUGELY successful businesses who have a very, very clearly defined audience and topic.
Like Vince Delmonte, a recent guest on my podcast, who has a built a biz and a YouTube channel for young men (that’s his audience)...
And he helps them build muscle (that’s his topic).
Reed Davis is another great example and we spoke about this on his appearance on my podcast - he serves trainers, nutritionists and doctors (his audience) about functional lab testing (his topic).
Then there’s Amy Roskelley & Natalie Monson of SuperHealthyKids - their audience is mothers and their topic is all things ‘getting children to eat healthy & have a good relationship with food’.
So who is your audience going to be...
And what are you going to teach them? What's your topic going to be?
Oh, and I should point out that it’s totally fine if there is already someone else out there serving your audience and talking about your topic.Elliott Hulse speaks about largely the same kinda thing as Vince - but they both have managed to serve & help a lot of young men while turning a great profit.
Here are some clarity-building questions to help you discover who YOUR audience is, and what you'll speak to them about:
This is important to consider because unless you find the work you'll do in your online business FUN, you're unlikely to stick to it.
Undoubtedly there are some potential clients who you meet who make you think...
"Awesome - this will be fun to work on and this is where I do my absolute best work"
(Then there's probably others that don't really excite you that much - it's ok to admit that. Someone else can step in and be a leader for them - you don't have to be all things to all people)
Shout-out to the great business coach Dan Sullivan for this question.
I like this because it immediately draws your focus to the 'easy win' that you can deliver.
Surely there are some health goals or challenges that you are more highly skilled in, and have more experience with, than others?
If it's EASIER for you to deliver a solution to one particular type of person with one particular type of goal...
Doesn't it make sense to go for the lowest-hanging-fruit there as the type of people you'll build a business around serving?
This one may seem counter-intuitive...
But competition is GREAT. If there's already someone out there delivering results for the audience that you have in mind now...
And speaking about the topic that's important to you...
Then that's PROOF that there are customers out there trying to purchase advice, wisdom and systems to help them get what they want.
You don't EVER want to be the first person to market.
So if you think that you need to be 'unique' or anything like that...
Remember that there is no such thing as "Market Saturation".
For every well-established expert out there who has a huge following and makes tonnes of sales to lots of happy customers...
There are MILLIONS more people in that particular audience or niche who don't know about them - or might not even like them.
Also... Remember that scarcity is a belief that we make up in our heads, and in reality there's more than enough people struggling from all kinds of health challenges for everyone to have more than enough clients.
According to Frank Kern, who is one of the greatest digital marketers in the world, there are three 'qualifiers' for the audience of people that you've now got in mind.
Firstly, are they large in number?
It's going to be difficult to build a really profitable business if you're serving an audience of people that really is only a few hundred strong - like people who want to set the world record for fastest windsurfing crossing of the English Channel.
Secondly, are they irrationally passionate?
If your audience doesn't care enough about the health challenge that they're facing, or the goal that they want to achieve, then they're unlikely to want to buy anything to help them.
If you've already had clients or patients seek out your expert advice about the topic that you help people with, though, that qualifies.
Finally, are they easily reached?
If you can think of someone out there who is already serving your audience, then the answer is yes.
For more resources on your Audience & Topic, check out these episodes of The Business of Health podcast...
#011 POLARISATION - Your #1 Marketing Tool (if you're wondering how to stand out from the crowd)
#094: Do You Need A USP? (Spoiler alert: No, you don't - and there is something else very important in your marketing that works even better)
Now that you know your AUDIENCE and TOPIC, you've got a great springboard and platform for...
Almost all info-style businesses that teach a particular 'outcome'...
(Like losing weight, running faster, getting rid of digestive disorders, healing hormones etc...)
Are built on the back of CONTENT MARKETING.
Blogging, podcasting, YouTube or Facebook Live broadcasts...
This is your vehicle to get your name out there, build trust and authority by delivering value and goodwill to your audience - and, most importantly...
Demonstrate and prove to your audience that you actually CAN help them by *GASP* actually helping them in advance of ever asking for anything.
Why does that matter? Well, unless someone BELIEVES that you have the power to help them, why should they ever be expected to pull out their credit card and purchase a product, training or coaching from you if all they have to rely on is you TELLING THEM that you can help?
If we look back through the established health experts that I've interviewed on The Business of Health podcast, it's clear...
EVERY SINGLE ONE OF THEM made their name, and became well-known and loved, because of their content.
Think about Sean Croxton and Underground Wellness Radio....
Think about Dr Lauren Noel and her DrLo Radio podcast...
Think about Alyssa Rimmer of SimplyQuinoa and her YouTube cooking and nutrition videos...
Samantha Gladish and her Holistic Wellness blog for women suffering from hormonal and weight challenges...
or Carly Rowena and her amazing Instagram page and the amazing training & exercise knowledge she drops there on the daily.
Content Marketing relies on two very important things:
Firstly, relevance & specificity of the message you're sharing.
Your content should be a means to ATTRACT your ideal audience to you, and ENGAGE their attention.
The desired response you want is when your perfect listeners, viewers or readers find you is for them to think...
"Oh, great - that's specifically for people just like me!"
You have multiple tools to communicate this - like the name of your show/blog/website...
The headlines of your content (ie. the name of your video or podcast)...
And what you say in that crucial 10s when you first grab someone's attention - and can either hold it, or lose it.
For someone who stumbles upon your content through social media, YouTube, Google or anything else like that - ask how clearly are you communicating YES! You should be paying attention to what I've got to share.
As an example, it would be REALLY hard a woman looking for exercise advice to see Carly Rowena's Instagram or YouTube channel and skip past it...
If you're a health coach who wants to learn more about functional lab testing and you see one of Reed Davis' Facebook Live videos on the FDN page, you're probably going to watch...
Because it's SO CLEAR who that content is for, and what it's going to help you achieve or do.
Check out this screenshot from iTunes top Business podcasts:
If you were scrolling through this platform trying to learn about how to improve your social media game, is it hard for you to know EXACTLY which one of these is right for you?
What about if you're into building a property portfolio? Where would you click?
That's how easy it should be for people to recognise that your content is SPECIFICALLY FOR THEM.
The second thing that will determine how successful you are with your Content Marketing is consistency.
This is where your mindset matters - because here's a timeline of EXACTLY what you can expect if you're going to be successful at Content Marketing...
1. No matter whether you're writing, making videos or recording a podcast... You're not going to be particularly amazing at it to start.
2. Not a lot of people will listen at first, and you'll feel like you're doing something wrong, or that nobody will ever pay attention to you.
3. You'll stick with it, continue to hone your skills and practice (and by the way - now is the perfect time to practice, because not a lot of people are going to see your imperfection)
4. You'll start to gain a little traction - but look around at other experts in related fields to yours and think "Why aren't as many people paying attention to me? What makes THEM so successful, and why is it taking me so long to build my audience?"
5. You'll keep going anyway, because you're actually starting to find it fun to make content every week - even though sometimes you find it hard to come up with new ideas.
6. A quick look-back on your numbers of readers, listeners, subscribers or viewers will make you realise...
7. Holy crap, I'm actually starting to do it!
8. You'll be hooked - you'll enjoy sharing with your audience, connecting & communicating with them...
9. And you'll become KNOWN for the good work you've done for your audience and your community.
If you listen to the interviews on my podcast about journeys that others have been through in order to find success, you'll find that's pretty consistent.
Decide for yourself now - what's going to be fastest & easiest for you to begin?
Video, podcasting or blogging?
How many times per week will you release content - and are you willing to stick to that and learn your craft, even when it's tough?
For more resources on Content Marketing, check out these episodes of The Business of Health podcast...
#018 Sean Croxton reveals all about why GENEROSITY and using content marketing as a platform to serve others allowed him to build Underground Wellness to being the enormously successful venture it was...
#062 Joe Pulizzi - the Godfather of Content Marketing - gives us a Masterclass on the ins & outs of this topic
Once you know you're audience and you're publishing content for them...
It's time to start building that relationship EVEN FURTHER - but to do that, you now have to pivot from GIVING to ASKING.
Social media followers, YouTube subscribers and podcast listeners are good - but as I explain in this podcast episode, having an email database is even better as you control it.
Did you know that recently Facebook made business pages pretty much obsolete by cutting down post reach to pretty much nothing?
When you have an email database, nobody owns that except for you. If you want to reach out and contact your followers, Mark Zuckerberg or anyone else can't stop you.
EVERY single email you send will get delivered, no matter what Facebook or Instagram are doing.
The way you build your email subscriber base is by offering to send them your LEAD MAGNET (sometimes called the FREEMIUM or OPT-IN OFFER) in exchange for their information and permission to contact them.
A Lead Magnet is a very important piece of content that has a few key characteristics:
- It's easily consumed (in 15 minutes or less, ideally).
- It delivers an extremely SPECIFIC outcome
- That outcome is one that your audience desires
- It's relevant and similar to the type of content that you're creating and publishing in your blogs, podcasts or videos.
Where do you let the consumers of your content know about your Lead Magnet?
There are two internet marketing terms you need to know about here: CTA - which stands for Call To Action...
And Landing Page.
A Call To Action is you telling your audience about your Lead Magnet, what it does, and where they should go to get it.
Your Landing Page is a very simple web page (that you can set up using almost any web design software) that gives your audience ONE CHOICE:
Subscribe & get my thing, or don't.
If you want an example of a Lead Magnet and a Landing Page, here's one of mine:
My ebook Podcasting For Health Experts teaches you how to create & launch your own podcast in four easy steps.
The Landing Page for that is here (feel free to model it if you want) - and I mention it, along with other Lead Magnets that I've created, on my podcast.
If you want another example, let me ask you a question first...
What are you going to DO with your email subscribers once they get onto your mailing list?
Well, I have another Lead Magnet that teaches you how to create what's called an AutoResponder Sequence, which is a chain of emails that familiarise new leads to you...
Lets them know what to expect, what you'll do for them, where else they can follow you, and other benefits of being an email follower of yours.
The Landing Page for the How To Write Your First Email Autoresponder resource is here - and whenever I speak about email marketing, I reference this.
Don't be afraid to mention your Lead Magnet often and ask people to get a copy of it.
For every 100 people who consume and enjoy your content, there's going to be a significant percentage who then think to themselves...
"That was great, what ELSE have you got that will continue to help me?"
Your Lead Magnet - and your ability to build that email list - is key.
For more resources on Email Subscribers and Email Marketing, check out these episodes of The Business of Health podcast...
#061 Copywriting Basics (because your ability to communicate the value and power of what's inside your Lead Magnet on your Landing Page is hugely important!)
There are multiple different ways that you can do this online...
You can run retreats, create products, build membership sites, hold paid challenges, do 1:1 or group coaching, find sponsors for your Content or become an Influencer...
In all honesty, this is something that will become more clear to you with ACTION.
And, as hard as it is to hear this, it's likely going to take you a little while to become profitable from your online endeavours - but when it pays off...
Man, is it ever worth it.
The profit and income you deserve for delivering value, content and goodwill to your audience will inevitably come to you if you're willing to do the work FIRST...
Because the truth is that creating an online business isn't like having a job.
You don't get a pay check for the first week's worth of work that you do.
Here's a better way to think about this:
Everything that you do that delivers results or value IN ADVANCE of ever making an offer or inviting your audience to purchase something of yours is like a deposit into a bank account of goodwill.
Early on in your journey you're not likely to have the skills to learn how to create a promotion or craft a sales message in order to make a withdrawal from that bank account of goodwill.
But when you're ready and able to, there'll be plenty for you to withdraw on if you focus on SERVICE first.
My motto is to SERVE and Grow Rich - and I say those two things in that order.
If getting clients or patients is your thing, Fitness Professional Of The Year 2017 Joe Arko joined me for Episode #036 of my podcast to talk about how to structure a 'client-acquisition conversation'.
If you're interested in learning how to create info-style health courses, then Pat Rigsby is one of the best in our field on that topic.
I interviewed him for Episode #040 of The Business of Health podcast, and he brought an absolute MASTERCLASS on structuring and producing a course or product.
If you think that online challenges might be right for you, Kane Sivesind of Coach Catalyst held a fantastic teaching session on the podcast about How To Host Online Challenges.
Finally, if you think that you'd like to have a recurring revenue stream from setting up a Membership Site...
Allow me to introduce you to Ryan Lee of Freedym, guest on Episode #052 of the podcast and one of the best membership site experts in the world.
Yes, there's a lot to learn and a LOT of different shapes and directions your business can morph into.
But if you focus exclusively on these four Building Blocks, you'll find that success doesn't need to be COMPLEX.
i asked over a dozen successful online health business owners, marketing experts & business consultants if they'd share their BEST advice with you on how they'd suggest you build your following and grow your mailing list....
And they were really helpful! Click below & I'll send you a copy of their answers in a PDF called "Ask The Experts: How To Build A List"
The founders of companies like Undergound Wellness, Holistic Wellness, The Earth Diet & The Institute for Nutritional Endocrinology want to share with you how THEY think you should start to build a list - let me know where to send your copy of the "Ask The Experts: Build A List" resource!