You’re doing your best but your content marketing efforts seem to be dragging along. You post to your blog and social media accounts when you can, but maybe there’s no real strategy behind what you’re posting. Or you just don’t have the time to do it right. You can have the most amazing product in the industry but if you don’t know how to get your message out there, no one will know.
These content marketing mistakes are some of the most common we see when we begin working with new clients. Are you guilty of any of these? If so, don’t worry! We’ll give you practical ways to correct your blunders.
Let’s dive in!
Content Marketing Problem #1: You Focus On Sales Instead of Engaging Your Audience
Many health and wellness brands are all too familiar with the hard sell. Why? Probably because they think these all-out, in-your-face tactics will convert! Do you include multiple CTA’s in one email? Do you include a strong CTA in each blog post you publish, or in every social media post you push live? Do you spam your email list with multiple emails a week promoting your products or services? Then you’re probably guilty of focusing too much on sales.
How to Correct It:
While it sounds counterintuitive, if you want to sell more that doesn’t necessarily require you to shove your message down your audience’s throat. If you’re too heavy-handed with your sales pitch, you’ll scare away buyers who aren’t quite ready to make a purchase.
Think of your sales funnel as a long hallway. If you come running down it full-speed screaming, your customers will hide in fear! If you walk cooly toward them offering shiny, wonderful products, they might just stop to take a look. And even if they don’t buy right then, they’ll remember your brand when they do want to make a purchase and come back. Because you’ll be gently reminding them along the way that you’re there when they need you.
Instead of the hard sell every time, try saving it for every third email or only one social media post a week. Think of it as a subtle suggestion, not a shrieking take-it-or-leave-it offer. This is especially true when marketing to millennials. They do plenty of research before they make a purchase, but once they are loyal to your brand they will spread the word amongst their friends and sing your praises for free online.
Content Marketing Problem #2: You’re Too Afraid of FDA Regulations
While steering clear of prohibited language and claims that can get you into trouble is very important, that doesn’t mean you can’t talk about how great your product is and how it helps people! It also doesn’t mean that your content has to be dry—no matter how clinical your product.
How To Correct It:
If you’re struggling to find your voice because you’re afraid of being singled out by the FDA or other regulatory agencies, we get it. It’s scary and can really hurt your business if you make a mistake. While this is much more of a concern with your website copy and blog than your social posts, it’s still a good idea to play it safe and follow the rules strictly. Don’t be afraid to highlight product success stories, share testimonials, or draw attention to news and studies that say what you wish you could. Just because you aren’t allowed to say that your product treats or cures a certain ailment doesn’t mean that others cant say this for you with their voice.
For more info, check out this post we wrote on How to Create Health and Wellness Content That’s Engaging AND FDA Compliant.
Content Marketing Problem #3: You Don’t Know the Importance of SEO & Keywords
Search Engine Optimization can be a beast, especially if you’ve never tried it before. Are your website, social media profiles, and videos optimized for search? Are the keywords you’re using the most current and beneficial for your business, location, and industry? If you can’t answer yes definitively, then they probably aren’t performing as well as they could.
How To Correct It:
To make sure you’re showing up in Google when customers search for your services, reevaluate your SEO strategy. Even if you paid someone to do SEO optimization for your core website pages 5 years ago, it should ideally be updated at least once each year. While you can do this on your own with tons of research, there’s always the chance you’ll do it incorrectly. Considering it is just about the most important thing for your marketing, we advise spending a little to get it done right.
If you do decide to update your own metadata, title tags, and image tags, MOZ is an amazing resource for videos and articles that will explain the how and why of SEO and keywords. We also love the Yoast plugin, which gives useful suggestions for improving SEO for blog posts and other on-site content.
We also have a handy-dandy Skillshare guide available right here: Your Beginner’s Guide to SEO, a SkillShare Video Series.
Content Marketing Problem #4: You Skimped On Your Website Design & Copy
Having a website designed and coded can be super expensive, even if you’re just paying to have a WordPress template re-skinned. If you hired your neighbor’s teenager to do your website or found a bargain on Upwork, you may have ended up with a far-from-perfect result. While social media and content are extremely important, if your website looks cheap you’ll likely have trouble convincing anyone to purchase your products.
How To Correct It:
Having a nice-looking site builds trust and streamlines the customer journey with a smooth customer experience. If your website is not cutting it, this should be your main priority. Before you drop another dime on advertising, fix your site. Expect to spend anywhere from $3K-10K depending on how many pages you have and what CMS you use.
The same goes for your website copy. If you wrote it yourself or paid someone very little to write it for you, odds are it’s not helping you sell your products. We work with companies with small budgets, and while they can’t always afford to re-do their entire website at once, we help them plan out a slow and steady revamp. While it can seem overwhelming, nailing the copy and design of your site is paramount to solidifying your brand.
If you want to take a stab at redoing your website yourself (but don’t call us crying when you break it!) WordPress has some amazing resources, as does Drupal.
Content Marketing Problem #5: You Have an Unfocused Social Media Presence
Every health and wellness brand knows that social media is required if you want to sell your product. If you aren’t posting every day or at the very least Tuesday through Friday, you’re wasting your time. Social algorithms give the spotlight to those who are active, engaging with their audience, and posting content that add value to the community. If you’re pushing salesy posts, not investing in targeted ads, and not encouraging engagement and discussion in your profile, then you’re likely not growing your following. You’re probably also not going to see any conversions from your efforts.
How To Correct It:
If you’re posting 3 times a week, up it to 5. Repost from other feeds you love to fill in days when you don’t have content ready to go, but make sure you credit the source. Also, spend at least 10 minutes a day liking and commenting on others posts and responding to any comment you’ve received. The more effort you put in, the more results you’ll see.
Hone in on which platforms are performing best for you. While it’s ideal to have a presence on all platforms, if you don’t have time to do it right then choose your two or three best-performing platforms and spend your time making those amazing instead of scattering your efforts. It’s always better to do a great job at two platforms rather than struggling to do a poor job with five. If you just can’t seem to find the time or are spending way too much time posting but not seeing any results, consider calling in a professional.
While it seems easy to run social, it’s not just about quantity. It’s also about the quality of what you’re putting out there for your followers to see. We specialize in content marketing for health and wellness, and we see trainwrecks happen all too often! Hand over the day-to-day to a qualified expert and instead focus the time you were spending on tackling stories and moments, posting live video, and responding to comments quickly.
If you decide to go it on your own, two of our favorite sites for resources are Content Marketing Institute and The Content Strategist blog from Contently. Check those out for great advice and guides!
Content Marketing Problem #6: You Only Produce One or Two Types of Content
If you’re only posting to your blog and on social media, then you’re leaving money on the table. Video is increasingly important, as is encouraging customers to leave honest reviews (and responding to those reviews). If you haven’t yet played around with live video, designed images for social that go beyond a simple picture, or if you don’t have a blog or social (shudder, gasp!) then you’d better get to work. This is where millennials, Gen X, and even Boomers are hanging out, just waiting to hear from you.
How to Correct It:
Branch out! Hire an intern! Do anything you can to cast a wide content marketing net. The more you diversify the types of content available for consumption on your website and social media platforms, the more returns in search engine rankings, traffic, and conversions you will see. Start posting at least one Instagram Story per week, throwing up two Facebook Live videos per week, and at least a few videos on your blog. Accompany them with plenty of text and also make sure there’s a transcript available. If you do this for six months, you’ll see a crazy increase in engagement with your brand and products.
While content marketing for health and wellness is sometimes a bit tricky and there are plenty of mistakes you’ll probably make along the way…failure is an important part of success. Try implementing these solutions or get in touch with us for more tips and tricks.