2016outline+strategicmarketingplan

1

WanderingWellness

WanderingWellness

whywe’rehere• ourmission

– istohelpourclients discovertheiruniquerecipefor nourishing themind,body,+spiritsothattheycanlivea balanced,joyful,andabundantlife

• vision,values,+offerings– helpindividualclients livehappier+healthier lives insidefrombothlocal

marketsaswellasfromacrossthecountry– providelocalmeditation(yoganidra)classes intheDC-NorthernVA

areas– holduniqueone-offeventsthatfocusonhealthyeatingandmindfulness– workplacewellnessforcompaniestoofferemployees

• currentaudience– Over2,400Instagramfollowers,200+Facebookfollowers,justunder100

Twitterfollowers,250+newslettersubscribers,+2Pinterestfollowers

2WanderingWellness

WanderingWellnesscustomerjourney• awarenessstagecontent:

– blogpostsonthebenefits ofmeditation– earnedmedia– throughpartneringwithDC-basedInfluencersonin-areaevents– advertisements throughGeorgetownYogaandCapitolHillYogaandalsoduringyoganidra classes

Joannateaches– Segment,engage,andgrownewsletterfollowers

• considerationstagecontent:– Facebookadvertising+targeting– testimonials frompastclients

• purchasestagecontent:– SoundCloud recordingsonhttp://www.wanderingwellness.com/yoga-nidra/– gratis30-minute consultwithJoanna

• retentionstagecontent:– weeklynewsletterfeaturingblogpostsandnewrecipes– dailyInstagrampostsfeaturingmindfulness quotes, photos, +newrecipes

• advocacy:– theultimategoal!

3WanderingWellness

ourtargetaudience– Ashleythebusy-with-few-responsibilitiesMillennial• employedfulltimeandworkingto

climbthecorporateladder• engaged+overwhelmedfrombeingin

themidstofplanningherwedding• nokids,butkeepsverybusysocially

andisinvolvedinseveralextracurricularactivities,leavinglittletimeforherself

• strugglingtostaystress-freeandhealthythroughwork,social+lifefunctions,andweddingplanning

4WanderingWellness

Ashley– opportunities+challenges• focusonweddingwellness

– healthyeating– stressmanagement

• challenges– oftenveryindependentandthinksshecandoitallherself

• howandwheretofirstengage– Instagram,Facebook,andPinterest– word-of-mouth– websiteoptimizationforweddinghealthcoaching+stressrelief– in-personeventssuchascommunityyogaclasses+one-offunique

workshops

5WanderingWellness

ourtargetaudience– Juliaworking,traveling,+veryengagedmother• employedfulltimeandtravels1-2days

perweekforwork• 1-2kidsinelementary/middleschool

andstrivestobeactiveintheschoolcommunitywherepossible

• constantlyjugglingwork,kids,travel,andfocusesonhowandwhentofindtimeforherself

6WanderingWellness

Julia– opportunities+challenges• focusonstayinghealthywhiletraveling

– healthyeatingontheroad,tipsonwhereandhowtoeat– stayingcalmandmindfulthroughtravel– stressmanagement

• challenges– busybeeanddoesn’tthinkhasthetimeforanythingadditional– skepticalofawellnesscoach

• howandwheretofirstengage– Pinterest,mom-blogs,Facebook– organicsearchformeditationandstressmanagement– word-of-mouth– in-personeventssuchascommunityyogaclasses+one-offunique

workshops(WildWomanMoonCircle)

7WanderingWellness

ourtargetaudience– SusanBabyBoomerboominginretirement• recentlyretiredintheDCarea• volunteersheavilywiththelocal

communitynonprofits• increasinglyinvolvedincommunity

programs,farmersmarkets,andworkshopsthatfocusonsustainableagriculture+healthyeating

8WanderingWellness

Susan– opportunities+challenges• focusonsustainableagriculture+healthy,localeating• challenges

– unawareofwhatawellnesscoachwouldevenbe

• howandwheretofirstengage– word-of-mouth– in-personeventssuchaslocalyogaclasses+one-offunique

communityworkshops(freeHealthyEatingWorkshop)

9WanderingWellness

goals+KPIs• 2016goals

– increaseearnedmediaà focusoninfluencermarketing– improvetakeawaysforin-personclassparticipants– createconsistencyinblogpostsandnewsletterfrequency– re-focus+engagemoreeffectivelythroughFacebook+Pinterest– groweNewsletter subscribers– optimizethewebsite– Facebookadvertising

• butwhy?– there’sasurprisingalotofnoiseinthisindustry,butit’sstillbuddingin

DC…somuchopportunity!• KPIs+metrics

– acquire5newclientsbyJune2016throughwebsitereoptimization– increasewebsitetrafficthroughsocialmediamarketing(paid+unpaid)

• increaseengagementthroughdoublingthenumberofnewsletter subscribers• decreasebouncerateforvisitors• increaseconversionrateofvisitorstosigningupforGratisConsult

10WanderingWellness

gettingtactical– optimizethenewsletter• currently:

– averageopenrate:60%(industryaverage:19.8%)– averageCTR:18%(industryaverage:2.7%)– notsegmentingorcreatingcampaigns

• why?– WanderingWellness followersareengagedandwantmore

• where?– createfrequencytocreateabetterfollowing(currentlynosetschedule

forwhenandwhatissent)• how?

– implementCTAsthatdrivethebusiness andnotjustblogvisits– featurenewslettersign-upinInstagram– offersomething inreturnforsigningup– createsign-uppop-uponwebsitefornewvisitors– startsegmentingandcreateemailcampaigns+fullyutilizeMailChimp

11WanderingWellness

gettingtactical– optimizethewebsite!• Currentlynotsohot

– non-existentorinaccuratemetadescriptions– Googlesearchdisplaysoutdated+non-existenttitles(seebottomright)– everypageonwww.wanderingwellness.com requiresfullscrolldownto

viewcontentasoneimage+taglinetakesupfullscreen– needforsimplifyingthenavigationbaraswellasdecreaseamountof

textacrosswebsiteà calls-to-actionarenotprominentlydisplayedandtoughtofind

– unabletotrackthroughGoogleAnalyticscampaignssuccessofsigningupforgratisconsult

– newslettersign-upnotprominent

12WanderingWellness

13

lengthy“workwithme”offerings

excessofnavigationbaroptions +needtoscrolloneverypage

misuseofphotos+wordydescriptions

WanderingWellness

theold

14

newslettersign-uppop-upprompt

simplified homepageandnavigationmenu

moredirectcalls-to-action

WanderingWellness

meetsnew+findsrejuvenation

*accuratetitletags*metadescriptions*keywordoptimization

gettingtactical– socialmediamarketing• utilize>2,000Instagramfollowingmoreeffectively

– promoteeventsandworkshops– promotewebsite,newsletter,andconsulting services

• putafocusonPinterestandaimtogrowfollowers(andincreasepins)• postonFacebookmorefrequentlyandoptimizeitforFacebookrather

thanwhatcamethroughInstagram

15WanderingWellness

gettingtactical– influencermarketing• increasefocusoninfluencermarketingandpartneringwith

area“wellnesscelebrities”• EXAMPLE:AlexElle,wellnessindustryinfluencer

– hadoneworkshopwithAlexElle,whohas>239,000InstagramfollowersandastrongDCbase,inearlyJanuary

– AlexEllepostedabouteventfeaturingJoanna• Gainedover500newInstagramfollowersafterherpost• Sawan375%spike inwebtraffictowww.wanderingwellness.com within2daysof

herpost• Sustaineda5%increaseonaverageindailywebtrafficsinceAlexElle’spostand

gained18%newvisitors

• determineadditionalinfluencersnearandfartopartnerwithforevents(anddomorewithAlexElle)

16WanderingWellness

gettingtactical– paidsocialmedia• Facebookadvertising!

– betterbang-for-our-buckfortargetingaudience– createdaninexpensive3-weekadstartingFebruary12

• TargetAudience:– womenwholiveinWashington,DC,Alexandria,VA,orArlington,VA– ages28-40– language:English(All)– peoplewhomatch:

• Interests:Dieting,Gyms,Nutrition,Physicalexercise,Meditation,Physicalfitness,Running,Yoga,Baking,Recipes,Veganism,VegetarianismorOrganicfood

• EducationLevel:Collegegrad,Ingradschool,Master'sdegree,ProfessionaldegreeorDoctoratedegree

• Income:$100,000- $125,000,$125,000- $150,000,$150,000- $250,000or$250,000- $350,000

• Generation:GenerationXorMillennials

17WanderingWellness

Facebok ads– somesuccesssofar

18WanderingWellness

Month-over-monthcomparisonstopriorperiod(January11-February11vsFebruary12-March1):• VisitorsthroughFacebookincreasedfrom29to230

(174=newuserscomparedto17previously)• 75%newsessions vs58%inprevious period

measuringsuccess+nextsteps• measuringsuccess

– unfortunately(andfortunately)…it’sonlyreallythebeginning

• nextsteps– siterenovation,keywordandwebsiteoptimization– improvedsocialmediamarketingincorporatingdirectCTAs– establishnewpartnershipswithinfluencers– overall– needadedicatedfocusonmarketing– thefuture…Instagramadvertising(?)

19WanderingWellness

thankyou!

*enjoyyour journey*JoannaAndreae |WanderingWellness

www.wanderingwellness.com

20WanderingWellness