“Marketing Tips for Health Brands”
Estimated read time: 2 minutes & 40 seconds.
Don't make the mistake of niching too early (or too late).
Introducing... the niche hourglass. ⏳
LFG
👇
1. Broad
Starting a business is mostly a guessing game.
You think you know who you want to help and how you'll help them, but you only really know once you get started.
When I started my business, I was building websites for all types of clients.
- Health coaches
- Photographers
- Travel agents
- Data consultants
Partly because I was desperate for work but mostly because I didn't know who I best served yet.
But after I worked with enough clients I started to notice trends.
- Who paid the best.
- Who got the best results.
- Who was the easiest to work with.
- Who I liked (and disliked) working with.
That's ultimately how I ended up focusing my efforts towards health brands. They have the majority of the things I do like in a client with the least amount of stuff I don't like in a client.
But I only figured this out because I stayed broad in the beginning.
The lesson?
When you're just getting started... it's okay to keep your options open. It's hard to spot the opportunities in the market if you put your blinders on too early.
2. Narrow
As soon as you spot the opportunity, it's time to narrow your focus.
After working with enough health brands, I noticed that they were the most fun to work with (because I value health) and got the best results (probably because they are the most fun to work with).
So... I leaned it.
- I started saying "no" to non-health brands.
- I started building a community with health entrepreneurs.
- I started networking with more health-related business owners
I didn't completely cut ties with all of my other clients (I'm not that big of an asshole), but I did stop putting energy towards marketing towards them.
The added benefit of narrowing my focus is that it mad everything else so much easier.
- Finding clients.
- Speaking to clients.
- Solving client’s problems.
The FIRST phase of every client I work with is called "define." It's where we get clear on EXACTLY who we're trying to connect with.
We start with this step because everything else about marketing becomes much easier if done correctly.
Knowing who we are trying to connect with answers all the questions that people have (paid versus organic, Facebook versus LinkedIn, this color versus that color).
The lesson?
Recognize who your BEST customers are and focus your energy towards them.
3. Broad Again
After you've narrowed your focus on your ideal customer, here's where things get interesting again.
You now have the opportunity to expand your product or services.
After you've worked with a VERY specific customer, you'll start to understand their challenges better than they do.
For example, I've since started working with a lot more physical therapy clinic owners, and as a result, I've started to notice the other problems they face.
- Hiring
- Lead generation
- Customer reviews
- Insurance reimbursement
So... since I better understand these challenges, I can now provide solutions.
Plus, if I've already helped them solve one problem (usually lead generation), they now trust me to help them solve the following problem.
The lesson?
Be the BEST solution to a problem... but then once you do... find additional problems that you can help them solve.
Take home point…
- Start broad
- Get narrow (one person with one problem)
- Get broad again (new solutions to new problems)
✌️
