Building an Organic Marketing Flywheel: How to Generate Leads Perpetually


Like many other industries, health & wellness practitioners are constantly looking for effective ways to grow and scale their businesses. The need for strong client relationships and established trust makes this particularly challenging for those in the health & wellness industry. Paid advertising, while useful, often proves to be expensive and challenging and often takes a level of knowledge and understanding -- that you don't have time to navigate when you're busy taking care of your clients. The solution? Building an organic marketing flywheel that can perpetually generate leads. Unlike paid ads, organic inbound marketing attracts the right audience repeatedly, providing long-term benefits.

Why Organic Inbound Marketing Beats Paid Advertising

Organic inbound marketing is a powerful tool for health and wellness practitioners. Here's why:

  1. Cost-Effectiveness: Once you create content, it works for you indefinitely without ongoing costs. You can repurpose your content in several ways (blog posts, infographics, social media posts, etc.)
  2. Trust and Authority: High-quality content builds trust and establishes you as an authority in your field.
  3. Sustainable Growth: Consistent content creation generates compounding returns, attracting more prospects over time.

By focusing on organic inbound marketing, you're investing in a strategy that grows stronger with each piece of content you create.

Consistent Content Creation: Your Foundation

The cornerstone of your marketing flywheel is original, high-quality content. This content answers the questions your prospective clients need to make informed buying decisions. Here's how to get started:

Identify Your Audience's Pain Points: Understand what your audience is struggling with and create content that provides solutions. If you're wondering how you can find your audience's pain points, we've done some of that work for you! We've been recommending the "They Ask, You Answer" strategy, developed by Marcus Sheridan, for several years. It works well for our clients, especially in the health & wellness field.

Create a Content CalendarPlan your content in advance to ensure consistency. This helps you stay organized and ensures that you cover a range of relevant topics.

Diversify Content Formats: Blog posts, videos, podcasts, and infographics cater to different preferences and increase your reach.

Messaging: Speak Directly to Your Audience

Your messaging should resonate with your target audience. Here's how to craft compelling messages:

  • Use Empathy: Show that you understand your audience's challenges and offer genuine solutions. (Hint: This is what StoryBrand is all about -- Salt Marketing boasts a certified StoryBrand Guide at the center of our marketing efforts.)
  • Be Authentic: Share your experiences and insights with storytelling. Authenticity builds trust and connection.
  • Include Clear Calls to Action (CTAs): Guide your audience on the next steps, whether it's signing up for a newsletter, downloading a free resource, or booking a consultation.

Solid Website Structure with SEO

Your website is your digital storefront. A well-structured site optimized for SEO is crucial for organic inbound marketing. Here's how to enhance your website to generate leads:

  • Optimize for Search Engines: Use relevant keywords that health and wellness practitioners might use. For example, "How to get more clients for my wellness practice" or "Organic marketing for health coaches."
  • Mobile-Friendly Design: Ensure your website is responsive and performs well on mobile devices.
  • Fast Loading Times: Optimize images and use a reliable hosting service to ensure quick loading times.
  • Clear NavigationWith intuitive navigation menus, visitors can find what they're looking for easily.

Converting Prospects into Clients

Once you've attracted visitors to your website, the next step is conversion. Here's how to turn prospects into clients:

  • Offer Valuable Lead Magnets: Provide free resources your audience will find beneficial, such as eBooks, webinars, or templates in exchange for contact information.
  • Build an Email List: Use the above lead magnets to grow your email list. You'll generate leads that need to be nurtured with regular, valuable content.
  • Create a Sales Funnel: Develop a step-by-step process that guides prospects from initial interest to becoming clients.
  • Testimonials and Case Studies: Showcase success stories to build credibility and trust.

Automating the Process

Automation can streamline your marketing efforts and ensure consistency when working to generate leads. Here's how we advise incorporating automation into your marketing strategy:

  • Email Marketing: You can use email marketing platforms to automate your email campaigns and follow-ups.
  • Social Media Scheduling: Use tools like Buffer, Later, or Hootsuite to schedule your social media posts in advance.
  • CRM Systems: Implement a Customer Relationship Management (CRM) system to manage and track your leads and clients. At Salt Marketing, we both use and recommend Keap CRM, which is robust, affordable, flexible, and HIPPA-compliant.

Measuring the Outcome

It's essential to measure the outcomes if you want to ensure your marketing efforts are effective. At Salt, our clients appreciate access to a dashboard where all metrics are pulled together and easy to understand. We help you understand: 

  • Website Performance: Use tools like Google Analytics and Google Search Console to monitor website traffic, bounce rates, and user behavior.
  • Conversion Rates: Track how many visitors convert into leads and clients.
  • Engagement Metrics: For social media, measure likes, shares, comments, and other engagement metrics on your content.
  • Return on Investment (ROI): We help you calculate the ROI of your marketing activities to understand what's working and what needs improvement.

Succeeding with Organic Inbound Marketing

Building an organic marketing flywheel requires dedication and consistency, but the results are worth it. Here are some final tips for success:

Stay Consistent: Have you ever heard that saying, "done is better than perfect?" Sometimes, it's more important to post regularly than to struggle with what to post, at what time, and about what topic. Basically, consistency is key! You need to regularly publish new content as well as engage with your audience.

Keep Learning: Stay updated with the latest marketing trends and continuously refine your strategy as you generate leads.

Engage with Your Community: Client trust is paramount in any industry, but when it comes to health & wellness, it's essential to growing and scaling your business and boosting client retention. You can build relationships with your audience by responding to all comments, emails, DMs, and social media interactions.

Celebrate Your Wins: Don't forget to acknowledge and celebrate your successes, no matter how small! Did you grow your Instagram following by an extra 25 followers this week? Woo-hoo! This will help keep you motivated and focused.

By creating a marketing flywheel of original content, health and wellness practitioners can attract and convert the right audience, helping you generate leads perpetually and sustain your business growth.

At Salt Marketing, when you're ready, we can help you in 3 ways:

  1. Get started with clear and consistent StoryBrand based messagingBook a Discovery call to find out if this is a great starting place for you.
  2. Optimize your website and understand your visibility, your client journey, and the organic inbound opportunities. Book a 15-minute Discovery Call to get started.
  3. Get a handle on your socials with an action plan and strategic guide. Pick a time to talk, and we can review this option as a great starting point.
ABOUT THE AUTHOR
Jennifer Orechwa

I love helping CEOs and business owners find innovative solutions to their unique growth challenges. Today, as a fractional CMO and agency owner, I offer clients over 20 years of marketing experience, from strategy to implementation to ROI and iteration to the next milestone.