4 questions to ask yourself if your wellness business is struggling with visibility & being seen

You feel like what you are saying is falling on deaf ears. You honestly feel like you'd have more chance of someone hearing you if you screamed into the nearest cave. You share a great workshop, and...

These are some of the biggest marketing complaints I hear from wellness business owners on a regular basis. You feeling you’re not getting in front of potential customers, at the right time, in the right place is frustrating.

In fact, these feelings are one of the catalysts that push teachers and studio owners to reaching out to me for support, so I spend a lot of time working with wellness business owners on fixing this problem.

The great news is this is a marketing strategy and positioning problem that is totally fixable.

Before we get into it, I'd like to say it's not your fault you're not a marketing expert and you're running a business without anyone ever actually teaching you this stuff. Don't feel silly, like you should know it. It's taken me the best part of 20 years as a marketing expert to get some of this stuff down and I do still get it wrong, sometimes!

Anyway, here’s 4 questions to truly ask yourself. Be honest. Don't feel bad for not knowing.

How often does your marketing talk about what you do?

I'm not talking about the obvious xyz class on whatever day and time at ABC place, posting that online and praying that someone sees it. In all honesty (with love!) this is a total waste of your time. A list of classes isn't going to make someone book with you - they don't care. This is less about the tangible, rational facts/ specifics and more about your wider proposition. I’m talking the real nuts and bolts of HOW you solve people’s problems and make their lives better. That, people care about.

The thing that helps you stand out from the crowd is being able to clearly explain in a couple of sentences what the transformation you deliver is, and what type of person would benefit. Try to stay far away from generic stuff, like "improves mobility" or "calms your brain" (literally any movement teacher could say this) so it is too general, and not the level of specificity that people identify with on a deeper level.

99% of wellness teachers struggle with articulating this point.

I honestly believe this is such a font of inspiration for content, unique ways to market and helps you convey exactly what you deliver - as well as know which places you are going to have a better marketing chance in. This is basically, the essentials of brand positioning. I take clients through this process when they book a branding package, it is that much of a game changer - it aids clarity, cut through and helps cultivate resonance with the people you can really make a big difference for.

Here's an example of what this looks like in practice: You teach creative flow that is more dynamic suitable for experienced practitioners. Your audience want to take their heads off and have fun.

"playful flow to spark your creativity"

You've told the audience:

It's playful = they want to have fun, it's creative as a practice Flow = it's a bit more experienced Creative = the outcome is you're gonna have a good time, it's going to be a bit stronger, playful, immersive

Coupled with some great imagery to support, colour palette, fonts and content that falls out of this key message - that's going to feel very compelling. And stand out.

Are your visuals consistent? And undeniably You?

Recognition is a key element of the visibility puzzle.

If people don’t know it’s you talking, they’re not going to remember seeing your content, or in person marketing.

This visibility problem falls in to two streams of issues:

• No unique visuals - because there's no professional or curated branding. So you use generic Canva templates, change your fonts/colours/style every piece of content, flyers don't match your website which doesn't match your socials

• Your visuals look like Generic Yoga Business - lotus flowers, yoga figures/outlines, suns, wispy fine font, neutral colours etc.

When people find me on Instagram or via Google, the common thing people always say is "ooh I knew it was you, Jade, because everything is so consistent". That is what you want - immediate and undeniable recognition that stops people in their tracks. It's memorable, people take not and recall seeing you.

If you've said no to one or both of these here's what to do:

• Pick a set of colours, fonts, visual style and STICK TO IT.

• Define a set of templates for all your content and rotate through them. I like to work in alternating colours or patterns in blocks of 9 for socials. Cos aesthetics, honestly.

• If that sounds overwhelming as hell and you want professional help; reach out and book a Brand Package with me.

Bonus halfway extra tip: If you don’t have a website you’re missing a HUGE visibility opportunity through search engines like Google.

Over forty percent of my web traffic comes from search! That's massive.

Think about it - if you teach in person in a specific place, most people cannot come to your class. So you need to be a bit clever with where you spend your time and effort.

The people that can? The ones who are searching "yoga class near me"... You wanna be HIGH up the list in that search if you want actual visibility that matters.

Do you repeat yourself, often?

Repetition = recognition.

If you want to be seen and known for being good at a particular thing, you’re gonna need to keep repeating yourself.

Remember, you are the only person who sees everything you share. Most people see like a tenth, if that.

Even back in the 1960s, there was a rule of 7 - people have to see things at least this number of times to be able to retain the information, decide to make a purchase and proceed. The numbers now vary wildly from 70-700+. Basically, you need to feel like a stuck record - and that's about the right amount to be repeating yourself. Don't be afraid to share the same content again, or recreate popular content into blogs, or newsletters - particularly if they've tipped people over into booking in with you directly.

Are you marketing in multiple places?

All your eggs in instagram doesn’t build visibility.

Like I said a bit earlier in the half way bonus tip; most people cannot come to your class. Instagram is a massive, unlimited pool - if you're teaching a group class that's kinda pointless if literally the whole world can see your class in Birmingham and it can actually really tank your account hard if people see your content, disregard it and then don't interact. But, if you work with wellness teachers; it's a great option (for me, it works very well!)

It's all about choosing appropriate tactical channels and playing in many spaces.

This provides you with more opportunities to get eyes on what you're doing, in multiple spaces and places. So it basically, spreads your effort in a wider way that is actually really considered.

A great model to use is called PESO by Gini Dietrich. This is a framework I've used since 2011 in my corporate PR and marketing jobs because it simply, works and allows you to make sure you're touching these bases.

Paid - flyers, Google Ads (with a targeted spend) Earned - advertorials, press releases, word of mouth recommendations

Shared - content that is shared widely. Bit out of your control, but create solid stuff that really resonates and your audience will help you do the job Owned - a website with a strong focus on getting on Google for key searches for you (I can help you here!), your social media, a blog, Substack

It’s literally what any bigger business does and it doesn’t need to be expensive,

it just needs to be thought out and done consistently.

If you said no to lots of these questions, these are some of the reasons you’re struggling 

to be seen. Don’t worry though, it’s fixable with a blend of marketing strategy, branding & savvy websites.

Use the pointers and prompts I've given you in each section to address your headaches and make positive steps to getting the visibility you deserve.

If you'd like some further support with this, please book a free consultation with me. It might be you want some help with the strategic marketing side (business consultancy is for you) or you need help with nailing down what it is that sets you apart, and the look and feel that will help you connect with your audience (branding & websites).

Jade is the founder of With Pride Creative and spends her days sharing her nearly 20 years of award-winning experience as a senior marketing & PR pro. Every blog aims to help you solve your marketing and business headaches and show up in your wellness business at your best, without losing your marbles.

Follow Jade on Instagram @withpridecreative