2. why we’re here
• our mission
– is to help our clients discover their unique recipe for nourishing the
mind, body, + spirit so that they can live a balanced, joyful, and abundant
life
• vision, values, + offerings
– help individual clients live happier + healthier lives inside from both local
markets as well as from across the country
– provide local meditation (yoga nidra) classes in the DC-Northern VA
areas
– hold unique one-off events that focus on healthy eating and mindfulness
– workplace wellness for companies to offer employees
• current audience
– Over 2,400 Instagram followers, 200+ Facebook followers, just under 100
Twitter followers, 250+ newsletter subscribers, + 2 Pinterest followers
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3. Wandering Wellness customer journey
• awareness stage content:
– blog posts on the benefits of meditation
– earned media – through partnering with DC-based Influencers on in-area events
– advertisements through Georgetown Yoga and Capitol Hill Yoga and also during yoga nidra classes
Joanna teaches
– Segment, engage, and grow newsletter followers
• consideration stage content:
– Facebook advertising + targeting
– testimonials frompastclients
• purchasestage content:
– SoundCloud recordings on http://www.wanderingwellness.com/yoga-nidra/
– gratis 30-minuteconsultwith Joanna
• retention stage content:
– weekly newsletter featuring blog posts and new recipes
– daily Instagrampostsfeaturing mindfulness quotes, photos, +new recipes
• advocacy:
– the ultimate goal!
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4. our target audience – Ashley
the busy-with-few-responsibilities
Millennial
• employed full time and working to
climb the corporate ladder
• engaged + overwhelmed from being in
the midst of planning her wedding
• no kids, but keeps very busy socially
and is involved in several
extracurricular activities, leaving little
time for herself
• struggling to stay stress-freeand
healthy through work, social + life
functions, and wedding planning
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5. Ashley – opportunities + challenges
• focus on wedding wellness
– healthy eating
– stress management
• challenges
– often very independent and thinks she can do it all herself
• how and where to first engage
– Instagram, Facebook, and Pinterest
– word-of-mouth
– website optimizationfor wedding health coaching + stress relief
– in-person events such as community yogaclasses + one-off unique
workshops
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6. our target audience – Julia
working, traveling, + very engaged
mother
• employed full time and travels 1-2 days
per week for work
• 1-2 kids in elementary/middle school
and strives to be active in the school
communitywhere possible
• constantlyjuggling work, kids, travel,
and focuses on how and when to find
time for herself
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7. Julia – opportunities + challenges
• focus on staying healthy while traveling
– healthy eating on the road, tips on where and how to eat
– staying calm and mindful through travel
– stress management
• challenges
– busy bee and doesn’t think has the time for anything additional
– skeptical of a wellness coach
• how and where to first engage
– Pinterest, mom-blogs, Facebook
– organic search for meditation and stress management
– word-of-mouth
– in-person events such as community yogaclasses + one-off unique
workshops (Wild Woman Moon Circle)
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8. our target audience – Susan
Baby Boomer booming in retirement
• recently retired in the DC area
• volunteers heavily with the local
communitynonprofits
• increasingly involved in community
programs, farmers markets, and
workshopsthat focus on sustainable
agriculture + healthy eating
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9. Susan – opportunities + challenges
• focus on sustainable agriculture + healthy, local eating
– healthy eating on the road, tips on where and how to eat
– staying calm and mindful through travel
– stress management
• challenges
– busy bee and doesn’t think has the time for anything additional
– skeptical of a wellness coach
• how and where to first engage
– word-of-mouth
– in-person events such as local yoga classes + one-off unique
community workshops (free Healthy Eating Workshop)
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10. goals + KPIs
• 2016 goals
– increase earned media focus on influencer marketing
– improve takeaways for in-person class participants
– create consistency in blog posts and newsletter frequency
– re-focus + engage more effectively through Facebook + Pinterest
– grow eNewsletter subscribers
– optimize the website
– Facebook advertising
• but why?
– there’s a surprising a lot of noise in this industry, but it’s still budding in
DC…so much opportunity!
• KPIs + metrics
– acquire 3 new clients by June 2016 through website reoptimization
– increase website traffic through social media marketing (paid + unpaid)
• increase engagement through doublingthe number of newsletter subscribers
• decrease bounce rate forvisitors
• increase conversion rate ofvisitors to signingup for Gratis Consult
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11. getting tactical – optimize the newsletter
• currently:
– average open rate: 60% (industry average: 19.8%)
– average CTR: 18% (industry average: 2.7%)
– not segmenting and creating campaigns
• why?
– Wandering Wellness followers are engaged and want more
• where?
– create frequency to create a better following (currently no set schedule
for when and what is sent)
• how?
– implement CTAs that drive the business and not just blog visits
– feature newsletter sign-up in Instagram
– offer something in return for signing up
– create sign-up pop-up on website for new visitors
– start segmenting and create email campaigns + fully utilize MailChimp
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12. getting tactical – optimize the website!
• Currently not so hot
– non-existent or inaccurate meta descriptions
– Google search displays outdated + non-existent titles (see bottom right)
– every page on www.wanderingwellness.com requires full scroll down to
view content as one image + tagline takes up full screen
– need for simplifying the navigation bar as well as decrease amount of
text across website calls-to-action are not prominently displayed and
tough to find
– unable to track through Google
Analytics campaigns success of
signing up for gratis consult
– newsletter sign-up not prominent
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13. 13
lengthy “work with
me” offerings
excess of navigation baroptions + need to scroll
on every page
misuse of photos+
wordy descriptions
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the old
15. getting tactical – social media marketing
• utilize >2,000 Instagram following more effectively
– promote events and workshops
– promote website, newsletter, and consultingservices
• put a focus on Pinterest and aim to grow followers (and increase pins)
• post on Facebook more frequently and optimize it for Facebook rather
than what came through Instagram
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16. getting tactical – influencer marketing
• increase focus on influencer marketing and partnering with
area “wellness celebrities”
• Alex Elle
– had one workshop with Alex Elle, who has >239,000 Instagram
followers and a strong DC base, in early January
– Alex Elle posted about event featuring Joanna
• Gained over 500 new Instagram followers after her post
• Saw an 375% spike in web traffic to www.wanderingwellness.com within 2 days of
her post
• Sustained a 5% increase on average in daily web traffic since Alex Elle’s post and
gained 18% new visitors
• determine additional influencers near and far to partner
with for events (and do more with Alex Elle)
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17. getting tactical – paid social media
• Facebook advertising!
– better bang-for-our-buck for targeting audience
– created an inexpensive 3-week ad starting February 12
• Target Audience:
– women who live in Washington, DC, Alexandria, VA, or Arlington, VA
– ages 28-40
– language: English (All)
– people who match:
• Interests: Dieting, Gyms, Nutrition, Physical exercise, Meditation, Physical fitness,
Running, Yoga, Baking, Recipes, Veganism, Vegetarianism or Organic food
• Education Level: College grad, In grad school, Master's degree, Professional
degree or Doctorate degree
• Income: $100,000 - $125,000, $125,000 - $150,000, $150,000 - $250,000 or
$250,000 - $350,000
• Generation: Generation X or Millennials
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18. Facebok ads – some success so far
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Month-over-monthcomparisons toprior period(January
11-February 11 vs February 12-March1):
• Visitors through Facebook increased from29 to 230
(174=new users compared to 17 previously)
• 75% new sessions vs 58% in previous period
19. measuring success + next steps
• measuring success
– unfortunately (and fortunately)…it’s only really the beginning
• next steps
– site renovation, keyword and website optimization
– improved social media marketing incorporating direct CTAs
– establish new partnerships with influencers
– overall – need a dedicated focus on marketing
– the future…Instagram advertising(?)
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