Marketing Ideas for Nutritionists
Are you a nutritionist running your own business? If you’re looking for some marketing ideas for nutritionists that can help your company grow then hopefully you will find some food for thought in this post. In this post, I give you 6 marketing ideas for your health and wellness business. There are many more but I have just chosen 6 to get started with.
Marketing a Nutrition Business
- Specialise and find a niche – serve a particular audience and do it really well. Become an expert in a particular area so that you can really add value to your customers/clients.
- Make sure that you really understand your customers’ needs and speak their language
- Make sure that your website is easy to use (and that you are listed on Google My Business)
- Create and share useful content (create and curate)
- Establish yourself as an expert – show that you have authority in your sector.
- Partner with local businesses in complementary sectors that have customers that might need your help
1. Specialise and niche down
One of the mistakes I see a lot of my clients make is to avoid specialising in a particular area for fear of not finding enough clients that will fit their ideal customer description. The opposite is actually true. If you target everyone and anyone, you run the risk of not appealing to anyone at all. Without a clearly-defined ideal client, you won’t know how to attract them, how to talk to them, and crucially, how to solve their problems. With a clearly defined ideal customer then you can add value by being an expert in that area, and really helping them solve their problems.
I always remember someone saying to me if you had a heart condition would you rather see a GP or a heart specialist? And would you mind paying a considerable premium for the expert? Of course, you wouldn’t – you would expect them to charge a lot more because they are a specialist and are much more skilled in that particular area. And you would want to see them. You would want the very best. They have the best solution to your problem and they can add the most value, In this case, the customer is not shopping on price – they are shopping on expertise. You don’t want to get into a situation where your customers are shopping on price as that is just a downward spiral.
Finding your niche as a nutritionist
So, as a nutritionist, who do you help? New mums? Expectant mums? Athletes? Men? People with specific allergies or eating disorders? Children? Maybe your qualifications allow you to serve all of the above. And when you’re just starting out, it’s understandable you may want to try working with a few different sets of people and see what works best for you. But when you combine your qualifications and training with your interests, passions, and your own unique circumstances, who do you feel most equipped to help?
If I look at myself I have done marketing for a huge variety of companies and industries so technically I could work with lots of different companies in different sectors. However I love health and wellbeing, I am passionate about it, and as I work with more and more companies in this sector I can add more value to my clients. I am building a network of people that I work with and I refer them to each other and add value in that way. People want to work with me because I am a specialist, and I really understand the problems that they are facing. I am able to help them with marketing strategies for wellness programs and to help them market wellness products.
Remember that when you decide to focus your marketing on your ‘ideal client’ it doesn’t mean that you have to turn down business from someone that is not your ‘ideal customer’. It just means that with your limited time and marketing budget you focus your marketing efforts on getting the best customers that you can for your business.
2.Understand your ideal clients’ needs
One of the key steps that will inform the marketing strategy and the marketing plan for a nutritionist is to define your target customers, as pointed out above. So spend some time working out who they are and how you can help them.
- What are they struggling with?
- What are their pain points?
- How do they want to feel?
- What do they aspire to?
- And what do they want more than anything?
Dig deeper into their motivations. Maybe your clients tell you again and again that they want to lose weight. But what are the symptoms they are experiencing? How would they like to feel after working with you over a period of time? I have written an article here about how to identify your customers’ problems and needs. Once you know what your customers are struggling with you can start addressing these issues and connect with them using language that reflects what they really care about.
Speak their language
Remember that often the language that you use (on a daily basis with your colleagues) might not be the same language that your customers use. Talk to them in simple, easy to understand language and leave out the industry jargon. They probably won’t know what ‘autophagy’ is or what antioxidants are. You do because you have qualifications and you are talking about it all day every day but your prospective clients likely don’t have a clue. (Its the same for me using marketing jargon, so I try not to unless I make it very clear what it means!)
3. Ensure your customers can find you online
These days everyone needs a website – and a responsive website (that means it works on mobile too) on secure hosting. Its so annoying isn’t it when you go to a site and you can’t do the basics like sign up for a newsletter. That is when it’s not properly optimised. If you are using WordPress and a decent theme it should be responsive. Likewise, if you are using Squarespace or something similar. If your hosting is not secure i.e. it doesn’t have https:// at the start of the URL name, then it’s not a good sign to the user as it says ‘your site to this connection is not secure’. This is obviously not great, definitely doesn’t look professional and Google won’t like it either!
Make sure that your website is easy to find online, and that your phone number is on there. You can add your business to Google Maps and list it on Google My Business, which means that people will be easily able to find you when searching online for your business or one similar. It also means that people will be able to leave you Google reviews (which is social proof and gives your business credibility – incredibly important these days, with 90% of people reading online reviews before visiting a business). Google My Business is becoming more and more important and many say it could be a factor in SEO rankings.
4. Share useful content
As a qualified nutritionist, you are the expert. You’ve got the knowledge and expertise. What content can you share with your prospective (or existing) clients that they will find useful? Why not create and share advice on healthy eating or quick recipe ideas for breakfast or lunch? Anything you can think of that’s the bread and butter (excuse the pun) of what you do but that your clients may not necessarily know, is worth sharing. Recipes and Top 10 lists seem to be really popular. Also, your thoughts on any of the latest wellbeing trends such as Intermittent Fasting or the Paleo diet would also go down well.
Always approach content creation from a position of service. Try and be helpful. Sharing informative and useful content will give you a competitive advantage over a lot of your colleagues. Trust me when I say that sharing your knowledge will pay dividends in terms of promoting your nutrition business. Your prospective clients will start to know, like, and trust you thanks to the type of content you share. So don’t be afraid of giving away your knowledge or your secrets.
Make sure that as a general rule 80% of the content that you share is informative, engaging and valuable to the end user. Only 20% of the content that you create is about selling your services.
So how do you share content?
If you run a physical practice, you could share tips and information with your clients via marketing material (leaflets or flyers, for example). If you have an online presence (which I imagine pretty much everyone does now – if you don’t get in touch and I will sort you out!) the opportunities to put good, informative, helpful content out into the world for your audience to consume really open up for you.
You could publish informative blog posts on your business website (much like this one), or share information on your social media channels (think written posts but also video content). And if you have an email list, you could send weekly tips through your newsletters (make sure you have consent). You could also create video content and even podcasts.
With limited time and money to spend on marketing your nutrition business, you need to think about where your time is best spent when it comes to creating content. What comes easily to you? Do you find it easy to write blog posts or do you prefer to record a daily motivational tip/ message/ recipe on your phone every day?
5. Establish yourself as an expert.
The other reason why it’s great to share useful information is that you get to showcase your knowledge and experience. You demonstrate to people that you’re good at what you do – you’re the expert. That helps you build rapport and trust with your audience. By being generous with your time and free content, people get to learn from you (as well as about you). And when they’re ready to tweak their diet or their eating habits, guess where they’re going to go? You. And not your competitors. Plus, they’ll be telling all their friends and family too.
Contact trade or industry bodies and relevant consumer sites and ask them if you can blog for them or provide them with content. Many health and wellbeing websites would love to have a qualified nutritionist writing for them and giving them free content to share with their readers. You could use a tool like BuzzSumo to see what content is popular in your niche and then focus on creating content that is similar but even more in depth, or engaging.
You could also contact local new sites and magazines and ask them if they would like you to write for them. Just make sure that you include a link to your website and if possible a call to action. This will definitely build your authority and show potential customers that you are an expert in your niche. This is something that I am working on with one of my nutrition clients at the moment.
6. Find Strategic Partners
Working with strategic partners is one of my favourite marketing strategies as it doesn’t cost anything. Obviously, you have to be able to build a good relationship and be great at what you do so people want to partner with you. It helps if you are nice to work with too!
I just worked with a local nutritionist and we managed to get her posters in the changing rooms, on the front desk and next to the creche door of our local sports club. They didn’t charge us for this but she just offered their clients a 10% discount. If you find some really good strategic partners you can refer each other business.
Examples of Strategic Partnership
There are lots of other professions that you could partner with including hypnotherapists, fitness trainers, yoga/ pilates teachers, life coaches and even gyms. If you are targeting mums, you might join up with antenatal class teachers, or yoga teachers that are teaching pre and postnatal yoga. If you are targeting athletes then you might partner with running clubs, hockey, football or rugby clubs. Where else will your ideal clients be hanging out? Go and meet the people that run those business/clubs/ organisations and talk to them about collaboration.
You can also look to join local networking events to meet with people that you can partner with. You might also join health and wellbeing groups on LinkedIn or elsewhere.
A study called Effective Marketing Strategies for Nutritionists in Private Practice reported that increased word of mouth referrals was the most successful in all of the different marketing activities. This highlights the importance of networking, partnerships and getting referrals from existing clients.
Create result-driven marketing campaigns
Retaining your existing customers (customer retention) is often a cheaper strategy than acquiring new ones (Customer Acquisition). But as your clients achieve results and come and see you less and less, you’ll need more clients! So how will you get your business in front of more of your ideal clients? Where will you find them, both online and offline?
It’s important to be strategic, intentional and keep a close eye on your key marketing metrics. Make sure that you have a nutritionist marketing plan in place before you spend money on marketing, and make sure that you are measuring everything that you do.
If all of the above sounds a bit overwhelming, I can help. I have already helped nutritionists, including Georgie, from GR Nutrition, who specialises in helping mums to feel great through nutrition. She gave me this testimonial “I’ve just had a marketing strategy session with the brilliant Emmie Faust who helped me see the light in terms of where and how I should be focusing my attention. I can totally understand why people have been raving about you!
There is plenty you can do to get your nutritionist practice in front of the right type of clients, but you need to do the work upfront and be absolutely clear on who your ideal clients are. Only when you’ve done that, you can start to think about what products or services they will be interested in. You can also focus on what information (content) they need, where to find them, and how best to connect with them. If you need help with any of these activities, get in touch. I can work with you to identify the most effective marketing campaigns for your specific business and the stage you are at right now. I also have a great online marketing course for nutritionists, that will take you step by step through all the things that you need to be doing.