WELLBEING FUNDAMENTALS
MARKETING ECOSYSTEM:
RIO-VITALISE
Clear, concise copy and content that connects and converts are at the center of what we do. Your finely tuned message, communicated in the most effective way to your ideal audience, yields results.
In the wellbeing industry especially, building trust is a crucial ingredient in transforming your ideal customers into fulfilled clients. It's important to demonstrate that you deeply understand their needs.
To risk oversimplifying, the remainder of marketing is making sure your message looks visually appealing and using advanced technologies to automate processes and give a smooth customer journey through to close of sale and repeat custom.
Below you'll find the outline for a solid foundation of a wellbeing business. There are other bells and whistles of course, but let's start with the high-level overview and we can dive in further from there.
Client Experience & Case Studies
Rythmia Life Advancement Center
Rythmia Life Advancement Center is a luxury Ayahuasca and wellbeing transformation resort in Costa Rica.
Challenge & Opportunity
The Founder was seeking to increase their occupancy rate and wanted to try Facebook Ads.
Through in-depth interviews with the Founder about the audience and the unique mechanism that made Rythmia stand out.
Solution & Result
I created a series of landing pages which we directed traffic to through Facebook.
The result was high-converting landing pages generating over 600 leads over a 4-week period.
Rythmia also wanted to attract more guests through Influencer marketing and podcasting. Over a 12-month period, we ran an outreach campaign to attract best-fit influencers to the resort. The result was hundreds of guest bookings from our campaign.
Brandee Powell
Partner
Rythmia Life Advancement Center
CPD Standards
CPD Standards is the industry-leading accreditation organisation for training programs in the professional development and healthcare space.
Challenge & Opportunity
The company was a ground-zero start-up with a higher quality service than the existing providers. Their goal to gain significant market share from a standing start.
Solution & Result
We began with a series of strategy sessions and interviews with the Founder, resting on her deep knowledge of the market having worked in the market-leading standards provider.
Through this process, we developed:
- 2 ideal customer profiles
- A messaging document that outlined the audience's main issues, beliefs and how CPD Standards was uniquely placed to solve these issues
- A customer journey map from initial touch point, to nurturing the prospect through a series of stages including awareness, familiarity, building trust and credibility and close of sale
The ideal platform was LinkedIn for this audience. We ran a series of ads targeting this profile and implanted a customer journey funnel which led the prospect from the initial landing page, a series of emails in an automated CRM.
The result was a campaign that has been tweaked and is still running today but has generated millions and was the foundation for the business to grow to being the market leader today.
Amanda Rosewarne
CEO
CPD Standards
Outlined below are the central pillars for developing a well-structured and successful wellbeing business
1. Copywriting and Content Creation: Creation of Central Messaging Document
The copy we create at Gaia isn’t simply pretty words that look good on the page. We use in-depth customer research to uncover what’s really going on in your perfect customer’s head right now. And then we use conversion-focused copywriting techniques to take that exact language and weave it through your funnel - so your potential customers see themselves right on the page.
This is the magic that will help you find the right audience, and hold onto them through the customer lifecycle.
Know your audience
Without knowing your audience, you end up targeting the wrong people with your message - wasting money on ads that are put in front of people who will never buy from you. Get the right audience, right at the start, and your ROI will be so much higher.
- Our Central Messaging Process unpacks everything you need to know about your audience, so we can speak to them effectively through your funnels - increasing conversions, and driving your business growth.
This document forms the spine of your marketing - a centralized messaging doc that uncovers your ideal audience, clarifies your brand, and crafts the perfect messaging to bring them together.
How do we do it?
We gather information on the best messaging for your brand through:
- Informal interviews with your customers,
- A Brand discovery interview with you - the Founder,
- Surveys of your current customers,
- Extended market research, including review mining and forum research,
- An analysis of your competitors and their positioning, and where you could stand out,
What do you get at the end?
Once we’ve mined all that juicy information, we put together a report that outlines everything you need to effectively communicate with your audience:
- A demographic of your target audience, including 3 customer avatars.
- The main pains of your target audience.
- A Founder Story
- Your Unique Mechanism.
- The messaging that will speak to your target audience
2. Customer Journey Mapping & Funnel Development
Once we have your messaging document, we use it as a blueprint to outline your customer ascension funnel - the way we’ll move people from coming across your brand, all the way to being loyal fans.
A well-implemented and automated customer journey (funnel) is the foundation of any successful business. Without an automated customer journey with regular touchpoints, the lead loses connection with the resort and may well go elsewhere. It allows for a thought-out path for the lead to be led through on autopilot, nurturing them and generating warm leads in the form of booked consultations which can be closed more easily.
Our Funnel Building Process creates a well-oiled machine, constantly working to provide empathetic and compelling touchpoints to your audience, moving them through the customer lifecycle.
Because it’s much cheaper to keep a current customer than it is to win a new one. A funnel that nurtures means a greater customer lifetime value, and less churn.
How do we do it?
Using Go High Level, the marketing tool that the whole industry is moving towards, we create your end-to-end customer journey including email nurture sequences and automated customer journeys which results in booked appointments and sales.
What do you get at the end?
At the end of stage 2, you’ll have a detailed customer journey map that shows you:
- The stages of your sales pipeline/customer journey
- The possible cost per acquisition
- The best channels for reaching your target audience in relation to this spend.
- A content strategy aligned with the customer journey and funnel stages.
- Email automation and sequencing to deliver personalized content and offers to your audience.
Initial setup of the website and tracking systems.
- Develop retargeting campaigns to re-engage users and maximize conversions.
- Optimize landing pages, forms, and checkout processes through A/B testing and CRO techniques.
- Set up robust analytics and reporting systems to track key metrics and provide actionable insights to clients.
3. A.I Website
Having a highly optimised website, built in an expert platform such as Duda that we use is crucial. Enabling customised messaging based on the user’s number of visits or time of year, personalises the content and helps to increase conversions.
How do we do this?
We are pros, this is our bred and butter and the central piece of the business. Developing beautiful websites that convert and are ‘sticky’ is what we do.
What do you get at the end?
A beautiful website that generates leads, is easy to edit and is highly engaging for your target audience.
4. Social Media
How do we do it?
Developing an engaging social media presence which also drives leads is crucial for the company’s success.
We have experts from Marisa Peer’s social team as well as those who have worked with Jay Shetty to give out social media solutions the wellbeing boost that your company deserves.
Deep dive in the company’s archives and create engaging content across all channels
What do you get at the end?
Increased engagement and new leads being delivered regularly into the ecosystem.
5. Influencer Marketing and podcasts
Build your brand as a leader and authority in the space by featuring as a Guest on relevant wellbeing Podcasts and leverage word-of-mouth referrals with influencer marketing.
How do we do it?
We are experts in the field of influencer and podcast marketing and know the well-being sector inside out. Using podcasting and influencers, we know how to put ‘bums on seats’ in your retreat.
Understanding your target audience and crafting compelling narratives that resonate, ensures that your retreat's message is heard loud and clear.
What do you get at the end?
Our authentic well-being marketing helps your retreat stand out in a crowded marketplace by collaborating with influencers and getting you featured on Podcats. These well-respected well-being influencers already have large audiences to put your brand before…Eureka! Enjoy a new increase in client acquisition and a thriving community of brand supporters, helping you make the positive impact in the world you seek.
6. Online Advertising
Amplifying your message with paid advertising is
an extremely effective way to increase the lead flow into your funnel and marketing ecosystem.
Leveraging Google Adwords and Meta’s advertising tools you can target specific audiences effectively.
How we do this?
Because the detail of customer research has been so deep, this part is a lot easier. We have the ideal customer’s behaviour and profile mapped out and the copy to target them effectively.
What do you get at the end?
You get highly targeted and warm leads delivered into the funnel on autopilot, creating and enhancing a profitable campaign for the business.
Next steps… The Game Plan
Want a personalised gameplan for business success?
As a getting-to-know-you, we offer a deep dive into your business and road map which will outline where there might be some quick wins in the business for you - the Game Plan.
You get a detailed document which will give you a much deeper understanding of your business and where immediate, mid-term opportunities lie and a road map to getting there, if implemented yourself … you’ll generate additional revenue guaranteed.
