The 5 Most Important Digital Marketing Strategies for Health and Wellness Businesses

With over 8,600 gyms, and health and fitness clubs alone in Canada¹, and the global wellness economy predicted to reach $8.5 trillion by 2027², it's no secret that competition is rising, fast. From personal care services to fitness studios and wellness products, businesses that focus on helping people achieve their best selves are thriving due to a growing interest in health and well-being. This trend is driven by Gen Z and Millennials, whose consumer habits have shifted toward more of an investment in themselves and their wellness.

While this increase in demand is promising, many of these brands are struggling to stand out in a crowded market. Often, this does not reflect the quality of their products or services, but rather a lack of visibility, poor client retention, and ineffective marketing strategies. Without the right value messaging, even the most valuable offerings can get lost among countless competitors.

This is where digital marketing comes in. A well-executed strategy can significantly boost your brand’s visibility, foster engagement, and drive conversions. Whether you are just beginning your digital marketing journey, or are looking to make sure you are current with the most effective strategies, here are 5 of the most effective digital marketing strategies to help you grow.

1. Search Engine Optimization (SEO) 

To reach your target audience, it's essential to understand they are searching for their next favourite product or service. While there are many ways they discover wellness brands, Google search remains one of the most influential channels. This is where SEO (Search Engine Optimization) comes in. 

By optimizing your website for search engines, you can increase visibility. This is especially important for local services such as fitness studios or med spas, where local searches drive more organic traffic to your business. For example, consumers may be looking for the next “best yoga studio near me” or maybe they are looking for “top wellness services for stress relief.” Ranking higher on Google can make all the difference in them choosing you over a competitor.

Here are some quick tips to optimize your SEO:

• Focus on local SEO: Optimize your site for local searches by creating a Google Business Profile, getting listed in local directories, and ensuring your website includes local keywords (for example, “wellness spa in Calgary”).

• Use the right keywords: Identify the keywords your audience is using to find services or products like yours. Focus on long-tail keywords such as “organic skincare products for sensitive skin” or “holistic wellness coach in Vancouver” to attract niche audiences. 

• Some great tools for keyword research include Google Keyword Planner or SEM Rush.

• Optimize your web pages: Use targeted keywords in your titles, meta descriptions, headers, and throughout your content. You also want to make sure that your site’s structure is clean and easy to navigate.

• Add value: Create high-quality, valuable content like blog posts, guides, and video tutorials to address common questions and concerns in your industry. The more informative your content, the higher your chances of ranking.

• Some examples of content include workout tips and tricks, tutorials, and more. (See content creation below)

• Technical SEO: Your site should be fast, mobile-friendly, and easy for search engines to crawl. A poorly performing website can negatively impact your rankings, so be aware!

If you aren’t seeing results at first, just remember that SEO is not an immediate fix and requires a lot of time and effort. However, with the right strategy, SEO can be an incredible tool for organic growth and awareness. 

1. Content creation

You’ve likely heard the phrase, “content is king,” and for good reason. In today’s digital landscape, content marketing remains one of the most effective tools for health and wellness businesses to engage, educate, and inspire their audience. By offering valuable and relevant information, your brand can build trust, showcase expertise, and drive true customer loyalty.

As the digital space evolves, your content strategy should as well. Consumers expect brands to meet them where they are and deliver content that resonates with their needs. This makes content marketing a prime opportunity to establish authority in the wellness industry by providing actionable tips, expert advice, and helpful resources.

Some effective content types in the industry include: 

• Blogs, how-tos, and guides: These are ideal for educating your audience and can include topics like workout routines, skincare tips, meal plans, and more. They also improve SEO, helping your brand appear in search results when users are looking for solutions.

• Video content: Whether you’re posting workout tutorials, product demonstrations, or wellness tips, videos are a powerful way to connect with your audience on a deeper level. It also helps connect a face to the brand and create a human connection with your audience. 

• Interviews and podcasts: Engaging with experts in your field can elevate your credibility while providing valuable insights to your audience. Podcasts and video interviews are excellent formats for long-form content that encourages engagement and sharing. They can also be converted into many other content types and are relatively easy to develop.

Your content strategy should be built around key pillars that align with your brand’s mission and your audience’s needs. Every piece of content, regardless of format, should answer one central question: What value are you providing to your audience?

Listen to your community and identify their challenges. Then, craft content that provides solutions. Distribute your content in multiple formats across channels, such as your website, social media, and email newsletters to maximize your reach. Focus on your audience’s journey, addressing their pain points and offering tangible benefits. Whether it’s a blog post or an engaging Instagram Story, the content should be centred around your customer’s needs, not just your product or service.

1. Social media marketing

As we mentioned, you need to meet your target audience where they already spend their time. Today, 51% of social users are using social media to research products. For health and wellness brands, platforms like Instagram, Facebook, and Pinterest are especially powerful for building awareness and driving growth.

The key to success on social media is creating content that resonates with your audience. Whether it’s short videos or eye-catching images, your content needs to be engaging, informative, and aligned with your brand’s personality. Additionally, incorporating trending audio or memes can enhance your visibility, making your content more relatable to your audience.

Here’s a breakdown of channels and the types of content people love to see:

• Instagram: Instagram is a great channel for visual storytelling through posts, Stories, Reels, and Lives. Use this as a channel to showcase behind-the-scenes looks, fitness tips, product tutorials, and more.

• Facebook: Facebook is great for building communities, hosting events, and sharing long-form content or blogs. Facebook and Reddit groups are particularly effective for creating close-knit wellness communities.

• Pinterest: This platform is the go-to for those who are looking for inspiration for fitness routines, recipes, self-care tips, and more. Pinning aesthetically pleasing and helpful content can drive significant traffic to your site and can align with your visual identity. 

There are some tactics to grow your following. This includes building an authentic community where you connect with your audience and actively participate in conversations. It also includes leveraging short-form video content, as well as user-generated content to build authentic experiences. Consistency is also key, and having a content calendar where you are consistent with posting across channels helps you reach new people and keep your brand top-of-mind. 

1. Influencer Marketing   

Influencer marketing leverages the trust and credibility that influencers have built with their audience, particularly in niche industries like health and wellness. It also adds touchpoints to keep your product in the minds of consumers through channels that you don’t own yourself. Consumers often view influencers as relatable and authentic, making them more likely to trust product recommendations from influencers they follow. 

Here are some key tips for leveraging influencers: 

• Identify Micro-Influencers in your niche: Rather than focusing on influencers with millions of followers, micro-influencers (those with 10,000–100,000 followers) often have higher engagement rates and a more loyal audience. 

• Create goal-driven partnerships: Common approaches include product reviews, unboxings, tutorials, or giveaways. Be clear about what you want these to achieve (e.g., drive traffic, promote a new product, or increase brand awareness) and ensure the content is authentic and aligns with their style.

• Track performance: To measure the success of influencer campaigns, track key metrics such as engagement (likes, comments, shares), website traffic (using trackable links or promo codes), and sales conversions. By closely monitoring these metrics, you can calculate your return on investment (ROI) and adjust future influencer collaborations accordingly.

It is important to choose influencers that align with your brand. If they are not aligned, it leads to a lack of authenticity and can be harmful to both your brand and the influencer. Make sure it's something that their audience would find valuable as well. A great example of influencer marketing is the soda brand Poppi, which takes it a step further by creating brand experiences with influencers at events. 

5. Email Marketing

Email marketing remains one of the highest ROI marketing strategies available, with returns as high as 4,200% or 42x. Email allows you to nurture long-term relationships with your customers by delivering valuable content directly to their inboxes while keeping your brand at the top of mind for them. Keeping your audience engaged is key and can range from promoting new products to sharing wellness tips, all the way to offering promotions to the right customers at the right time. 

Some tactics can include: 

• Lead magnets: A lead magnet is a free resource that provides immediate value to your audience in exchange for their email address. Examples in the wellness space could include a downloadable meal plan, a free consultation, a fitness plan or more. This incentive encourages potential customers to join your email list and allows you to nurture the relationship over time.

• Personalize, personalize, personalize: Personalization goes beyond just having their name in the email. It means segmenting your email list based on factors such as demographics, purchase history, or interests allows you to send content that resonates. Personalization boosts open rates and click-through rates, making your emails more effective.

• Send newsletters with valuable information: Regular newsletters should include a mix of value-driven content such as tips and tricks, new product announcements, seasonal promotions, or exclusive discounts. This approach not only drives engagement but also positions your brand as a trusted resource.

Let’s talk automation! To streamline your email marketing efforts, create automated email sequences which could include welcome emails, post-purchase follow-ups and more. Some popular user-friendly automation tools include MailChimp and HubSpot. 

The breakdown: 

We know that this is a lot of information to start with. That is why we’ve put together a checklist of the top 5 strategies (plus a bonus 5) that you can use as a cheat sheet to keep things simple and focused.

This checklist will help you stay on track with your digital marketing efforts, prioritizing what works best. Whether you're just starting out, or looking to refine your current strategies, refer to this guide for quick insights and actionable tips that can drive results.