How to Create a Marketing Strategy That Actually Works
Many health and wellness business owners find themselves pouring time and money into marketing efforts that yield little to no results. The problem? They don’t have a real marketing strategy—they have a collection of disconnected tactics.
A marketing strategy that actually works is one that aligns with your business goals, attracts the right customers, and delivers a clear return on investment. If you’re overwhelmed by inconsistent lead flow, lack of direction, or challenges in building a strong marketing team, this guide will help you develop a strategic approach that drives real growth.
Step 1: Clarify Your Business Goals and Revenue Targets
Before you think about marketing tactics, you need to define what success looks like. Ask yourself:
- What are my revenue goals for the next 12 months?
- What are my profit margins, and how much can I afford to invest in marketing?
- What specific services or products do I want to grow?
Your marketing strategy should be designed to support these objectives. If your goal is to scale your corporate wellness offerings, for example, your marketing efforts should focus on relationship-building with decision-makers rather than social media content for general consumers.
Step 2: Identify and Deeply Understand Your Ideal Customer
Successful marketing speaks directly to the right audience. Many businesses struggle because they cast too wide a net. Instead, get hyper-specific about who you serve best:
- Who is your most profitable customer?
- What problems do they urgently need solved?
- Where do they spend their time online?
- What motivates them to make a buying decision?
For example, if you run a high-end wellness retreat, your ideal customer may be high-income professionals looking for stress management solutions. Understanding their pain points (burnout, lack of work-life balance) allows you to tailor your messaging and offers.
Step 3: Build a Clear, Actionable Marketing Roadmap
A roadmap prevents scattered, ineffective marketing efforts. Your strategy should include:
Brand Positioning & Messaging: What makes your business unique? What’s your core promise to clients?
Lead Generation Strategy: How will you attract and capture high-quality leads?
Conversion & Sales Process: What’s the journey from lead to paying customer?
Marketing Channels & Execution Plan: Where will you focus your efforts? (e.g., LinkedIn, paid ads, SEO, content marketing)
KPIs & Tracking: How will you measure success?
Without a clear plan, it’s easy to waste time on activities that don’t drive results.
Step 4: Choose the Right Marketing Channels (and Avoid Spreading Yourself Too Thin)
One of the biggest mistakes health and wellness business owners make is trying to do everything—Instagram, YouTube, Facebook Ads, SEO, email marketing, PR—all at once. Instead, focus on the channels that are most likely to generate results based on your business model and audience:
- B2B Wellness Businesses (Corporate Wellness, Functional Medicine, Clinics): Prioritize LinkedIn networking, content marketing, referral partnerships, and webinars.
- Consumer-Facing Wellness Brands (Fitness Studios, Online Programs, DTC Health Products): Focus on Instagram, YouTube, influencer collaborations, and paid ads.
- High-Ticket Services (Luxury Retreats, Private Coaching, Executive Wellness Programs): Build authority through thought leadership, high-quality content, and strategic networking.
Step 5: Optimize Lead Generation & Nurturing
Attracting leads is just the first step. Many businesses struggle because they don’t have a system to nurture those leads into paying customers.
Key strategies to improve lead flow and conversion:
- Landing Pages & Lead Magnets: Offer valuable resources (e.g., guides, webinars, assessments) in exchange for emails.
- Automated Email Sequences: Follow up consistently with educational content and compelling offers.
- Content That Builds Trust: Case studies, testimonials, behind-the-scenes insights.
- Consultation or Discovery Call Process: Ensure your sales conversations are structured and optimized for conversion.
Step 6: Measure, Refine, and Scale
If you’re not tracking performance, you’re guessing. Your marketing strategy should include clear KPIs, such as:
- Lead generation cost (How much are you spending to acquire leads?)
- Conversion rates (Are your leads turning into customers?)
- Customer lifetime value (How much is each customer worth over time?)
- ROI on marketing spend (Are your efforts actually making you money?)
Regularly review data and refine your approach. What’s working? What’s not? Where are you seeing the highest return? Scaling becomes much easier when you double down on what’s already driving results.
The Bottom Line: A Strong Strategy Saves Time, Money, and Stress
Without a solid marketing strategy, you’ll continue to feel overwhelmed and see inconsistent results. But when you take a structured approach—aligning your marketing with your business goals, focusing on the right audience, and using proven tactics—you’ll experience steady, predictable growth.
For health and wellness business owners aiming to scale, a strategic marketing roadmap is essential. Whether managing marketing in-house or partnering with a fractional CMO, a structured, results-driven approach ensures sustainable growth while minimizing costly missteps.
If you’re ready to implement a marketing strategy that actually works, start by assessing your current approach and identifying the biggest gaps. The right strategy isn’t about doing more—it’s about doing the right things, consistently.
About me
Hi there 👋 My name is Leila Quinn, I'm a founder of LAQ Marketing, Fraction CMO and executive marketing coach.
B2B Marketing Department From Scratch
95% of your marketing success would come from how effective you are in setting up and managing your marketing department. Check out our guide on how to staructure your marketing department depending on your business size, focus and goals.
