It is not a word that was used or even heard very often ten years ago, but recently ‘Wellness’ has become something of a buzzword.
Research from the Global Wellness Institute has shown that the Global Wellness Economy is undergoing rapid growth – and the trend is set to continue.
Worth $4.2 trillion dollars in 2017 and encompassing sectors such as Personal Care; Beauty and Anti-Aging; Fitness and Mind-Body; Healthy Eating, Nutrition and Weight Loss; Wellness Real Estate; Spa Economy and Wellness Tourism; the wellness economy continues to expand faster than global economic growth.
Wellness Tourism in particular was worth a cool $639.4 billion dollars in 2017 and is set to rise by 7.5% to $919.4 in 2022.
Putting your health and well-being at the very center of your travel experience is big business, and trips organized around healthy food, exercise, spa treatments, and opportunities to experience or expand your spirituality and creativity are increasingly popular.
So where do we come in?
As digital marketers and wellness aficionados, the Just Think team are here to help wellness entrepreneurs, event organizers and travel providers to leverage the myriad digital tools at our disposal to take their share of the growth in this booming industry.
Despite recent drama, Facebook is still the biggest social media player in the world.
More than 2.3 billion people use Facebook every month, and of these, 1.5 billion use the platform every single day.
This means that in 2019 Facebook Ads are still one of the most powerful weapons available to you to get your business, product or offering in front of your target audience – as long as they’re done correctly!
The Facebook ‘boost post’ button may be one of the quickest ways to lose money online if you don’t know what you are doing.
As Facebook marketers we know all of the pitfalls and the best practices, and we make it our business to keep up to date with the regular changes on the platform and with the algorithm.
This means that you can leave that side of things to us, while you concentrate on organizing a mind-blowing retreat.
Let’s look at how we could use Facebook Ads to market a hypothetical wellness retreat.
Re-targeting Your Website Visitors With Dynamic Ads
One of the most useful aspects of Facebook for business owners and marketers is it’s ability to work hand in hand with your own website.
Using Facebook’s excellent re-targeting capabilities we can reach out to people who have browsed specific pages on your website, and encourage them to make a booking.
We do this using the Facebook Pixel.
Once the Facebook Pixel is installed on your website, Facebook allows us to create a custom audience of people who have visited it and viewed specific retreats.
We can then show this audience dynamic ads automatically populated with enticing images relating to retreats they have viewed, along with local currency prices and calls to action to ‘Book Now.’
This personalized, hyper relevant ad copy is designed to drive more clicks to your website, leading to more bookings for your retreat.
Building Your Brand and Moving Customers Along Your Funnel
Facebook is an exceptional brand-building platform and due to the variety of ad formats available, it is the perfect tool for moving customers along each stage of your funnel.
At the outset of a campaign, we can begin with building brand awareness, generating leads and inspiring people with images of your locations. Short, eye-catching video ads are a perfect way to show off the location of your retreat and grab attention as people are scrolling through the Facebook feed.
We can then use carousel ads to re-target people who have shown an interest in the retreat – by either watching your video for a set amount of time, or by clicking through to your main website.
The carousels can showcase all of the different things that would-be travelers can expect from your retreat, such as yoga sessions or guided meditation. Because this ad format can host up to 10 different images or videos in a single unit, people can see all of the options in one place and click through to dedicated landing pages with more information on each.
In the final stages of the campaign, we can roll out Canvas Ads to push for conversions.
Canvas is a full-screen, interactive, multimedia experience that invites audiences to explore by swiping and clicking their way around the ad: it’s the perfect way to tell the story of a brand, a company, or a location, and the final step in converting browsers into customers.
Travel ads automatically show ads across Facebook, Instagram and Facebook’s Audience Network to people who are likely to take a trip. We can overlay this format with interest targeting to reach the right audience for your retreat.
Travel Ads can automatically serve ads with date-specific availability and pricing to people who have expressed intent for specific travel offerings on your site or app. They can also show complementary offers, such as related products or experiences, to people who have already booked.
Finally, Travel Ads can convert travel intent into bookings.
We can show relevant ads to people who want to travel – whether they’ve been to your site, or app, or not.
We can match ads to people’s interests and activity around the web, creating more demand, and leading to more bookings for your retreat.
If you are looking to sell out a retreat or wellness holiday, or build your wellness brand, contact Just Think today. We’ll hop on a free discovery call to find out if a) we’re the right fit for each other and b) we can help you to crush your business goals.
We only work with businesses when we are confident we can make a positive, measurable difference to their bottom line. If that’s you, then we look forward to talking to you!
Click here to book your free discovery call: https://go.oncehub.com/justthink