In this episode, we speak with Tonya R. Taylor, the founder and chief digital officer at SavvyBizBuilder. Tonya helps wellness professionals, including medical spas and aestheticians, become more visible in their communities. We discuss the importance of finding a niche in a crowded market and how to use online marketing strategies to reach your target audience.
Finding a Niche in Wellness
Sterling: Let’s get into your personal story. Why do you specialize in wellness professionals? What drew you to focus on that market?
Tanya: It all goes back to the early days when websites first started. I used to develop websites for people and realized I spent more time explaining the strategy behind them than actually doing the work. When content management systems emerged, hiring someone to design while I focused on strategy became easier. My core group of friends included wellness professionals, and I began helping them as a friend. They started getting more leads and sales, and I realized I had found a niche worth embracing.
Sterling: What distinguishes you from other online marketing and social media agencies?
Tanya: My focus on helping clients zero in on a niche makes me different. Many wellness professionals, like estheticians, can offer a variety of services. I guide them to focus on one area for their marketing, which doesn’t mean they can’t offer other services. It just helps streamline their marketing efforts and makes them more effective.
Common Mistakes in Online Marketing
Sterling: What are some common mistakes wellness professionals make in online marketing?
Tanya: One of the biggest mistakes is blindly posting without a strategy. Posting frequently without targeting the right audience won’t yield results. It’s essential to have a strategic plan that focuses on a niche. Posting should be purposeful and aimed at reaching those who need to hear the message.
Sterling: Content is crucial. What content should wellness professionals post on their websites and social media?
Tanya: They should focus on the “know, like, and trust” factor. Let the audience get to know them by showing what’s happening in the office, introducing the staff, and setting expectations for when clients visit their physical location. This approach builds trust and makes potential clients more comfortable.
The Power of Video
Sterling: I love what you said about storytelling. How can wellness professionals use video to show what makes them different?
Tanya: The video is incredibly powerful. It doesn’t have to be a high-production effort. Simple, authentic videos using a phone can be very effective. Introduce the front desk staff, tour the office, and show products or services in action. The key is providing valuable content and connecting with the audience.
Starting Out in Online Marketing
Sterling: What advice would you give wellness professionals starting out with online marketing on a small budget?
Tanya: Start with low-cost or no-cost tools. One underutilized tool is the Google Business Profile. It’s free and has significant potential for local businesses. Ensuring it has accurate information, positive reviews, and regular updates can make a huge difference. Managing your online reputation is crucial, and a Google Business Profile is an excellent starting point.
Sterling: When a new client comes to you, what’s your assessment process for identifying where they should spend their time and money?
Tanya: It all starts with an assessment. I look at their current assets, including their Google Business Profile, website, and social media presence. Ensuring consistent branding across all channels and understanding their current marketing efforts help build a solid foundation for further strategies.
Success Story
Sterling: Can you share a success story of a client you’ve helped?
Tanya: Absolutely. I had an esthetician client who started her career by renting a suite without thinking about marketing. She had a Google Business Profile but wasn’t maximizing it. We updated her profile, added customer reviews, proper keywords, and made it easy for clients to contact her. Within two months, she received more leads than combined in the previous two years. She moved to a larger location a year later because her business had grown so much.
