Posted in Sales & Marketing
Self-score this sanity check to assess online marketing effectiveness at your corporate fitness, yoga, healthy lifestyles or corporate wellness business.
It’s easy to overlook accomplishments in the day-to-day hustle, and just as easy to miss where you might be falling behind. Ask yourself if your wellness business plan meets these key checkpoints; and if you’re feeling stuck, use your answers to guide you to the areas that need a fresh approach.
- “Yes” answers indicate that you’re actively managing your marketing activities and making the most of your online presence.
- “No” answers indicate that you’re under-marketing your wellness business – or that you’re simply going through the motions, doing the same thing you did last year, without actively managing towards a business result.
- “Not sure” means that you’re not actively managing your online marketing activities. If they’re effective, it’s a lucky accident. Hope isn’t a plan, right?
Email Marketing
Includes regular (monthly, weekly) newsletters as well as periodic standalone
email promotions.
| Metric | |||
| Our email subscribers have consistently grown from month to month. | YES | NO | NOT SURE |
| Our email click-throughs have stayed the same or increased from month to month. | YES | NO | NOT SURE |
| We experience no more than 1 – 2 unsubs or spam reports in most months. | YES | NO | NOT SURE |
| We actively delete subscribers with undeliverable addresses. | YES | NO | NOT SURE |
| We send an email newsletter once/month. | YES | NO | NOT SURE |
| Every page of our website has an email sign-up. | YES | NO | NOT SURE |
Website Marketing
| Metric | |||
| Our website time-on-site/time-on-page is improving. | YES | NO | NOT SURE |
| Our website bounce rate is improving. | YES | NO | NOT SURE |
| The number of site visitors is increasing. | YES | NO | NOT SURE |
| We know which content is most popular on our website. | YES | NO | NOT SURE |
| We respond to emails received via the website within 1 business day or less. | YES | NO | NOT SURE |
| We monitor email response time to ensure that we meet our guidelines. | YES | NO | NOT SURE |
| Our homepage has a strong central tagline so visitors know right away who we are and what we do. | YES | NO | NOT SURE |
| Our pages include areas to address buying objections (FAQs, Pros/Cons, Product Guide). | YES | NO | NOT SURE |
Social Media
| Metric | |||
| We have claimed AND fully completed all relevant social profiles – FB, T, LI, Yelp, Google & Bing. | YES | NO | NOT SURE |
| We actively use T and/or FB to communicate time-sensitive information. | YES | NO | NOT SURE |
| We actively promote our T presence and encourage clients to follow us on Twitter. | YES | NO | NOT SURE |
| We use unique video content (YouTube, Vimeo, etc.) to market our business. | YES | NO | NOT SURE |
| We respond to all comments posted on these social platforms. | YES | NO | NOT SURE |
| Even if you haven’t used it, you understand the advertising options on FB. | YES | NO | NOT SURE |
Search Engine Optimization
| Metric | |||
| We know which keywords are most relevant to our business. | YES | NO | NOT SURE |
| Each keyword or keyword phrase has one or more pages dedicated to it on our website. | YES | NO | NOT SURE |
| We have created a dedicated landing page for each of our major products, services or programs. | YES | NO | NOT SURE |
| Every page of our website has our NAP (name/address/phone number). | YES | NO | NOT SURE |
| Our Google My Business profile is complete and we monitor and update it routinely. | YES | NO | NOT SURE |
| We are working towards/achieved the Google local listing “3-pack’ via ratings, SERP, Maps, and GMB. | YES | NO | NOT SURE |
Online Advertising
| Metric | |||
| We have conversion tracking in place for Google Ads and/or FB ads. | YES | NO | NOT SURE |
| Our Google Analytics and Google Ads accounts are linked. | YES | NO | NOT SURE |
| We monitor our PPC ad accounts weekly. | YES | NO | NOT SURE |
| We track our cost/conversion for Google Ads and/or FB. | YES | NO | NOT SURE |
| Our ads point to dedicated landing pages on our website. | YES | NO | NOT SURE |
Marketing Integration
Reflects integration between your online activities and everything you
do offline to market your wellness business.
| Metric | |||
| Our printed marketing materials (brochures, business cards, etc.) always include “pointers” to relevant digital content like PDF downloads or newsletter signups. | YES | NO | NOT SURE |
| In-person meetings, appointments and presentations always include physical leave-behinds/take-homes that direct people to relevant digital content. | YES | NO | NOT SURE |
| We always have a plan for collecting new email addresses from attendees at open houses, webinars, free seminars and other public events. | YES | NO | NOT SURE |
Marketing and Operational Efficiency
Assesses your use of less-effective or overhyped marketing activities as well
as your use of the web to streamline routine customer activities.
| Metric | |||
| We have combined PPC Google Ads and optimized SEO for better results in both areas. | YES | NO | NOT SURE |
| We avoid paying for “guaranteed first page” search result listings and backlinks. | YES | NO | NOT SURE |
| We are paying only for services we actually use (ex: web-conferencing service or email hosting service like Constant Contact or Mailchimp). | YES | NO | NOT SURE |
| We can make routine web content changes ourselves without paying a developer. | YES | NO | NOT SURE |
| We provide key customer functions like appointment scheduling and membership renewal online and update this info routinely. | YES | NO | NOT SURE |
