Hey there, wellness entrepreneur!
Before we get started in today’s blog, I just want to make sure you know about the free upcoming online workshop. There will be a replay available to help you make a bigger impact, help more people, and work less by developing your online wellness program. So that means if you’re a physical therapist, if you’re a hands-on practitioner, if you do a lot of healing work in-person and you’ve been looking to transition online, this is the workshop for you.
If you’re just starting online, you want to be 100% online, this workshop is for you. In 50 minutes, we’ll go over what’s needed for your unique online wellness offer. Number two, you’ll get clear on your pricing and positioning. And number three, you’ll know how to develop a legitimate online wellness business so you can make sure that it’s profitable and help more people.
So make sure to head to check the link and get registered right now:
Today, we’re talking about Types Of Content For Audience Growth, and that’s because there is so much power behind growing your audience. I mean, Amy Porterfield has been preaching to the choirs for many years now about growing your e-mail list and there’s a reason why she does that. And growth doesn’t just mean your e-mail list. It can also mean Instagram, YouTube, whatever platform you’re focusing on.
Reasons Why You Want to Grow Your E-mail List and/or Platform Audience
But if you can leverage that growth, then there’s so much you can do with it. You’ll have more people reaching out, inquiring about your programs, have more people excited about your programs when they binge on your content and love it. You’ll be able to develop a waiting list, sell out those online or on-demand or membership type options.
Or if you’re a new entrepreneur, just starting your health coaching business, for example, or a new yoga teacher and wanting to grow your own online wellness program in combination with just teaching one or two classes a week, but most of your revenue is coming from private sessions and your own online programs, then growing your audience is key.
It’s also key for those wellness entrepreneurs that have an existing audience for their brick and mortar, for example, that’s small, maybe a couple hundred to 400 people on the e-mail list, less than 800 on Instagram, but want to move online, then growing the audience online is key for an online program.
So there are many reasons as to why you want to grow your e-mail and platform audience.
I find that for my clients or people that come to me for consultations or just conversations I’m having in the DM, those people that are stuck, whether they’re a new wellness entrepreneur trying to sign their first clients or get fully booked, or if they are launching a new program online and it’s not filling the way that they would like, it comes back to consistently generation or audience growth.
Also Read: Explore the Best Online Wellness Programs for Your Business
Why is Sales Conversion Preached Over and Over Again
And it’s something I wished I learned sooner because this is the mindset shift I’ve seen as I observe Mastermind communities now for several years. I’ve been working with one-to-one business coaches and Mastermind since 2017. And what I see preached over and over again in those containers or on one is sales conversion.
So copy conversions – converting off your e-mail list into a consult, converting from a social media post to your e-mail list, converting from a story to a low ticket sale, converting off Facebook ads, converting, converting, converting. And there’s a reason for that. You do need to convert because that’s what creates clients and that’s what’s going to keep your business afloat.
Must Read: Tips to Promote Your Wellness Business on Social Media
The Often Overlooked Audience Growth and Lead Generation And The Importance of It
However, there isn’t as much emphasis on the audience growth and lead generation. And it can feel very different in your body.
And I’ve recently come to experience this for myself because I was really slowing down in my message, just myself. I’ve been in a Mastermind over the last year and I’ve been really working on my messaging and it’s heavily sales-based, heavily conversion-based. And hey, it works. I’ve been having a lot of consistent consults, probably triple the amount of what I was getting last year. I’ve been successfully signing clients. So I want to keep that going. And at the same time, it was beginning to feel a bit transactional or framework-ish where it was losing its creativity or I was feeling less connected with my audience. And that’s important to me because marketing actually can be a huge creative outlet for me.
I have fun sometimes making Instagram reels. If you don’t follow me there, go give me a follow. It’s @igniteurwellnessbusiness. I did just change the name. Speaking of Instagram, have been working through some tech glitches. That’s exactly what the support has called it. So I’m trying to navigate through that. So I did change my name to igniteurwellnessbusiness. If you’ve been following me before, it was igniteurwellnessbiz.
So not that big of a change, but side note, you can laugh along with me. I’m in a testing phase of content right now as I record this at the end of August. And I’m just having fun with some GIFs and funny audio or funny facial expressions. I haven’t really gotten full on into the dancing yet, but I do have fun. And also I tap into some of the emotions. I’m playing around with connecting to my audience through emotions, through some of the descriptions that I’m writing on reels and such. So it is a fun creative outlet for me.
And if I get too focused on the sales, trying to get a client off Instagram, it takes away from sometimes that connection or that fun or that playfulness. And I really realized it because I joined another Mastermind just about over a month ago for Instagram growth. And right now, I’m in the phase of that mastermind of learning, of kind of re-looking at my page and all that I’m doing with a new set of eyes. And it’s making me realize how I kind of got into this framework rinse and repeat cycle, which is not bad because it’s very efficient and it works. But at the same time, and my audience has been growing steadily, I’m almost at 9,000 followers right now.
So over the last couple of years, it’s grown by several thousands, which is amazing. It’s nothing to shake a stick at. And I can see the benefits of that, the growth of that audience, because I do have consults again, coming in quicker, many people reaching out to me, a lot more conversations in the DM. I just can feel the momentum in the background happening with that audience growth.
And what I’m realizing, because now I’m the Mastermind with people that have grown to hundreds of thousands of followers, and the power that comes with that, not in like an evil, evil-knevel kind of way, like excellent, not that kind of power, but the power that you can leverage all the knowledge that you have. Like for me, I always have all kinds of programs and insights and things I want to do with my clients and my audience. And sometimes when you have a smaller audience and people aren’t taking you up on your offer, it can hold you back from utilizing all that creativity that you have in ways that you want to help people.
So when you have a larger audience, you can make more opt-ins, free opt-ins and free resources and connect with people in all kinds of ways through your content can be valuable. You can play around more. You can have lower ticket items that lead to larger, higher ticket wellness offers. Plus you can have a mid-range option as well, because you have the audience size to fill those programs. And when I’m in this testing phase, in this Mastermind for myself, so you get to kind of hear this as I’m going through it, I’m realizing that when I was in my framework kind of rinse and repeat, yes, I was growing, but I was missing out on growing more because I wasn’t necessarily going viral.
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I do have some reels that I’ve gotten 10,000 views or higher, which is great. 100 likes or more, which is great, but there’s also the potential of getting thousands of likes, hundreds of thousands of views. And what can happen then? And what’s the content that my audience really wants to hear? And how can I connect with them on a different level? How can I provide the more value through my free content? How can I get the more wins through my free content? Like I love doing that here on my blog. I really think about my audience when I’m creating a blog on what you might want to read and what could help you today. And I do the same for my e-mails.
I was just talking with a client about this, about connecting with our audience on a deeper level and moving from that transactual kind of rinse and repeat framework approach to more of a feeling and connection and a serving approach. And how I do that for my e-mails is I give myself luxurious amounts of time, which is an hour to write an e-mail. Usually, I only need 20 minutes or a half hour so I don’t feel rushed. I put on music. I just make it a really pleasurable experience where I feel like I’m having a coffee chat with you whenever I send an e-mail. And my Instagram, sometimes I do that. And sometimes I’m just posting because I feel like I got to get a post out.
And I kind of lose that connection or it might be going into more of the sales conversion because that’s what I’ve been taught approach and I always like being the people pleaser that I am at times, like to please my teachers.
But what I found is that when you’re focusing only on the conversion type messaging, the sales type messaging of always saying, DM me to book a call, book a call, here’s my link, then it really limits audience growth. It really limits your visibility. It really limits your ability to connect with an audience. It sometimes is like that first date that you’re on and you’re asking the person to marry you. Because think about it for yourself, if you land on an Instagram page and the first reel that you see is like, hey, DM me or book a sales call and you don’t even know them right away, that can be a bit forward.
Now some people, it’s just what they need because I’ve had many people that are like, “Oh, I’m so glad you wrote that reel or your link was so accessible or I’m so glad you reached out to me through the DM because I’ve been looking for someone like you.” Sometimes that is needed and you’ll save someone a lot of time of hunting down a person that can help them. But sometimes it can be too forward.
Also Read: Discover 7 Practical Strategies for Wellness Entrepreneurs to Boost Productivity
The Art Of Conversion Copywriting
So that is what this blog is about. It is about balance. That balance of mastering the art of conversion copywriting as it’s called so you do get more consults. So you do get more DMs. So you do get more people opting in for your free guide. And it’s about connection and serving your audience as well. For growth, yes. I found that if you’re just focusing on the serving and the connection and really understanding what your audience wants to hear, by nature of that, it has a higher possibility of getting more visibility, possibly even going viral just because it does connect with your audience or you gave them a laugh for the day or you just allowed them to feel seen and heard and they resonate with you.
And for growth, the call to action can be quite simple such as follow me, insert your Instagram handle, if you resonate with this page. Something simple like that. So I’m 100%, make sure you hear me. Do not abandon sales content and sales copyright conversions in your reels, in your e-mails, anywhere you show up. You still need to do that. But also, play around with different types of content which I’m going to get into in just a little bit here that will help to promote more growth of your audience and reaching out to help grow your audience as well.
I know on LinkedIn, this is very acceptable to be reached out and make a connection and send a DM. I know many people have grown their audience quite rapidly on Instagram by doing this week after week.
So a rule of thumb I’ve seen work well for Instagram is alternating between calls to action for your one-to-one, a call to action for your free opt-in and just a follow me call to action depending on what’s most appropriate for your audience whether you’re in a launch, your launch is coming up for example, you do have an online wellness program that’s more of a group format and you know you want to grow your audience for that then you might be promoting opt-ins to grow your email list to help with that launch for example. So it depends on where you are in the cycle of your business as well as your goals and just the frequency of how much you post.
But you do want to find balance between those three and know that sometimes some people when they get down the content that works well for their audience, the format and I’ll go over this in just a little bit, sometimes you get to do both.
My client Sarah has more than doubled, I think even tripled now her Instagram audience and has gone viral several times with thousands of likes, hundreds of thousands of views and she still has a strong call to action to her one-to-one program. So it is conversion style copy and she delivers great value and emotionally connects to her audience all in one reel.
You can go follow her @CoachSarahSavoca to go check it out and you’ll notice that her format is very particular to her audience and she did a lot of research to figure that out.
We’re going to get into some growth style content as well as where you might want to have your sales content as well. But here’s the bottom line too because I was having this conversation with one of my coaches. You have to believe that it is possible for you to go viral, that you can create compelling and valuable content that people just love and will follow you and like everyone and it will grow. You need to believe that and you also have to believe that it is safe for you to be visible.
Must Read: How to Build Belief in Your Wellness Business
Because sometimes, those two energetic and or emotional blocks can really hold you back from growing your audience and this is the work that I really love to do in the one-to-one setting as it comes up for people so that they can show up on Instagram more consistently and not worry about being judged or criticized and maybe can even grow to laugh at themselves as they’re creating content kind of like what I do or honor what they’re feeling and they’re needing in the moment but still have the courage to show up consistently. Because when you have that belief and you feel safe to show up in a big way, then you will show up more and you’ll find the creativity and playfulness to be a little bit riskier or daring in the type of content that you post.
And the other thing I’ve learned in my testing phase of different styles of content is that I’m less attached to any one particular content that I post because I do put a lot of energy and time into my content because I do really like to think of my audience and what you might want to hear or need to hear on a given day and so sometimes I might get a little disappointed if it doesn’t do as well as I thought it might do and sometimes I even take it personally because I’m human, hey.
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And I’ve learned as I put out more content more frequently, for example, I’ve been doing this test, now you don’t have to do this, I’ve definitely grown in my capacity to do this where if I normally I post around 11 my time in the morning and if I do make a reel, if I do post a reel and it flops, it does not do well, I can usually tell that pretty immediately because when it does well, I start getting hundreds of views and then it quickly ramps up into 1,000 or 2,000 or at least I can see steady growth or comments or lots of people liking it or saving it, there’s different metrics you can look at but I can tell if a reel is going to do well and if it really flops and just stalls out around 100 or 200 views or even less at times.
I used to take it personally and kind of allow me to slow me down or consume my thoughts or I’d spin and worry or kind of shame myself or be critical of myself of why that particular reel might’ve flopped. Instead, I’m just like, “Oh, well, that format or what I said in that messaging didn’t really work or maybe I was too much of a goofball and that didn’t resonate. Okay, no worries, I’ve got another one in my archive and I’m going to post that at four or five or I’ll schedule it out if I’m busy and we’ll just see how that next one does.”
And sure enough, typically when I post again, the next one will do better. So I’ve gotten less attached to each piece of content that I’m putting out into the world. I’m able to put it out into the world and be like, “Oh, this is just a test,” and when something does well, then I’m like, “Okay, that’s good to know. What was the messaging that I said? I can repeat more of that. What was the format, the style I used? How can I repeat more of that?” Because that’s truthfully what my audience wants and I want to give you guys what you want.
Also Read: Let’s Talk About Building Real Connections in Your Wellness Journey
Different Types of Content
So when you’re developing growth content, you want to come back to your core methodologies of what you teach, your philosophies, your values, what makes you different, frameworks that you do teach in your program, why those are important.
My clients, I teach the core teaching pillars and we have the five S’s, which now have evolved into the seven S’s of different types of messages that they can use within their content, speaking to their ideal client avatar or if they have multiple avatars, speaking to one person at a time, addressing emotions, bringing in stories, highlighting struggles, successes.
And for you, you really need to just test a lot of that and figure out what your audience wants to hear in terms of the messaging and also considering when you’re doing more conversion style posts, what is the message they need to hear to help them, compel them to take that next step to work with you.
Must Read: Mastering the Art of Growing Your Online Program
The First Phase in Creating Content
So first phase is just helping them to become aware of your profile by becoming visible to them where you’re just showing up in their feed because Instagram pushes it out because they’re like, oh, this is popular, people like it, I’m going to show it to more people. And then they stumble upon your page and you just have a soft, “Hey, welcome to my page, follow along,” and they do follow along.
And then they can get into further content where once in a while, they are invited to work with you. But when you think of the message of maybe how you’re different, for example, from other practitioners doing similar type of work, that might be value in itself because that might open their eyes, like, “Oh, I thought I have exhausted physical therapy because I went to two other physical therapists, but they never brought yoga or breath work or meditation into it. They never even talked about the nervous system. What is down regulation? I do feel stressed all the time.” So just that awakening and that realization of what they might be missing, do you know how much hope that can provide for another person? Even if they weren’t to work with you, right? You just help someone by giving them hope when maybe they were in despair thinking that they’ve tried everything.
And all you did was tell them how you’re different. So it’s remembering the content, the messaging is the value. You don’t actually have to walk them through a step-by-step process, but sometimes you can. I’ve been trying that out because I found that if people do get wins from you on Instagram, they are more likely to work with you in the program. Or if they see the process and they feel like it is doable, but they need help in accountability or implementing the exact steps, then they will reach out to you because they do know more specifics.
And yes, there are people that will copy your processes. There are people that will implement your processes and never work with you. But for me, I’m always changing my processes in terms of being more efficient for my clients because I have so many clients I’m working with. I’m always running them through my frameworks. I’m gauging their results and their successes and their fails because we all go through failures and I’m always considering how can I make this better? How can I make it simpler for them? How can I make it more efficient? So if someone’s going to rip on one of my processes, which I’ve had it done because people have texted me about it or I’ve seen it myself personally, I’m not so worried about it because that was last year’s model. I’ve got the new model right now, which they don’t even know yet. So I’m always upgrading.
And here’s the truth: no one can ever be me just like no one can ever be you. Yes, someone might take your framework, but could they truly implement it the same way you could? No, because they don’t have your exact life experience. They don’t have your exact certifications and knowledge. So how they position and teach that framework could be completely different or their vibe is just different. They can be more like domineering and rigid and someone else might need that or you might be more flexible and soft and nurturing and someone else will need that.
So just standing tall in your power and not being afraid to give out your best content on Instagram or any platform. So different types of format that are useful for growth specifically on Instagram, because that’s where I’m really testing it these days are funny GIFs if you like that type of content yourself like making that B-rolls, meaning just using video footage that you have. A lot of B-roll style content I use in particular are footage from my workshops, footage from my day-to-day life from my family and I are having fun, pictures put together, just videos of me working. There’s all kinds of opportunities for B-roll footage where you don’t have to batch a lot of time to have a lot of videos that you can use. The ones that take a lot of time that do have provide a lot of value and do have the opportunity to grow viral are more educational formats, which is what usually most practitioners are used to, filming exercises, how to type footage, yoga flows, that sort of thing. Those are always great.
Also Read: Get Your Wellness Business Noticed with These PR Tips from Natalie Trice
Another style is capturing your story, micro parts of your story, micro transformations, not just the big large health transformations that you went in, capturing and writing out client stories. Again, micro parts of their story, macro transformations that they completed, that those balances really help to tell the story for your audience, both through your story and your client’s stories, of what’s possible.
Then for conversions, what I found is really helpful is still using the type of format that has the possibility to go viral and be scroll stopping and catching your audience’s attention, but in your messaging, you might cover objections more boldly. You might talk about the actual features of your program. You might describe more specifically what it’s like to work with you. Of course, the call to action will be more direct to book a consultation call or head to a sales page. You might cover what you teach in the program.
That is all more sales type content, which again, you do want to do, but you want to mix it in with the other style of the content. So you need to be honest with yourself here is where on the spectrum are you lying? Are you lying more towards the growth type content and never doing the sales type content? Are you leaning more towards the sales and conversion type content and never doing a nurturing and growth type content? You want to try to find that sweet spot of finding flexibility through the both of them.
And then of course, your stories are going to be that same mix of giving them a sneak peek into the background of your life without having to highlight every single moment. For me, what I like to do is take you through story sequences. Maybe it’s highlighting my weekend or a day or a fitness workout or an evening with Kaylee or something of that where they’re getting a backend glimpse into my personal life or maybe into my business,
a day in the life of working with clients or mailing out welcome boxes. Or for example, I just received a book from one of my clients that I like to share mixed with that sales conversion type content where you’re highlighting benefits of working with you, client struggles of what you help with and client stories of how you help them, highlighting testimonials, but again, capturing the story, telling your story. All of that can be done through stories as well.
And in stories, you can seamlessly transition them to your DM by just saying if this resonates with you, if you’re interested in learning more, DM me or more direct, putting a sales link there for them to book a call or go to a sales page. But for both on Instagram or any platform, frequency and consistency really matter. So figure out your rhythm where you can show up consistently to both.
Also Read: Joe Clarke’s Path to Loving Marketing and Growing His Wellness Biz
Conclusion
And if you’re not showing up consistently, I would get curious as to why. Find out your truth, not just because you don’t have the time because when something is important to you, we all find the time. So what is the real truth of why you might not be showing up consistently? And that is a great area to reach out for help.
But the good news is that people are out there buying wellness programs. You do have the opportunity to really grow your audience and hit six figures and multiple six figures online using a free platform, like Instagram or Facebook or LinkedIn.
So get out there, have fun, be creative, try out different styles, support yourself through feeling vulnerable or exposed, test, retest, don’t take it personal if it flops and support yourself through the failures and annoyances sometimes like me when you’re on chat a lot of IG. And if something works, then replicate it. Do it again and again till it doesn’t.
All right, I’ll see you next week. Bye for now!
Important Links To Visit:
How to Eliminate Energy Leaks in Your One-to-One Coaching Practice
How to Set Up Your Wellness Workshop in 30 Days or Less
Maximizing Attendance: How to Fill Your Workshops Quickly
The Six-Figure Workshop System for Wellness Entrepreneurs
One-on-one: 6-Month Business Coaching for the Wellness Entrepreneur
