How to Carve a Niche in the Wellness Industry
The health and wellness industry is bigger, more popular, and more profitable than ever, with the global wellness market value at almost 5 trillion dollars. More big corporations than ever are featuring wellness programs as a benefit or as part of their daily operations.
In short, there are more opportunities than ever for ambitious entrepreneurs looking to turn their wellness obsession into a burgeoning career — but how do you get started? Do you need a health coach certification to have credibility within the field? Here are a few tips that could prove helpful.
Find Your Market
First, let's talk a bit about what a health coach actually does. A health coach works in a group or individual setting to help clients make positive health changes, as well as provide support and motivation. A health coach is generally trained in nutrition, fitness, coaching, and business, and most have some sort of health coach certification.
One of the first things to decide when embarking on your wellness career is what area of health you want to work in: holistic or integrative medicine? Health coaching? Mental health? You could even work in pet health. The important thing is to do some research and find out where there's a gap in the market. Where that intersects with your expertise is where you want to start.
Find Your Specialty
Next, it's time to find a way to differentiate yourself from the crowd. As said above, the wellness industry is booming, and that means a lot of competition — so it helps to find and develop one area that will set you apart from everyone else. For example, perhaps you want to help people with a specific problem (sports injuries, chronic back pain) or with a certain demographic, such as the elderly.
Obviously, the more expertise and enthusiasm you have for this niche, the more authoritative you'll seem to people. You can always work as a generalist, but a one-size-fits-all approach might not be a formula for success.
Now that you've found a niche to specialize in, it's time for the real work: establishing yourself. Becoming known as an expert requires credibility, and the best way to get that is to get the right training and certifications. If you haven't obtained a certification and don't know where to begin, the Dr. Sears Wellness Institute is widely regarded as one of the most accessible programs, with a variety of specializations to work in.
Build Your Authority
There's more to establishing yourself than just getting a certification (although that's a great start). You also need to build your authority and credibility, in order to convince people you're a better choice than the next coach.
Some of this will just take time, experience, and positive reviews from satisfied customers, but it will also help to do things like posting quality content on your blog, starting and maintaining social media channels, get yourself on horror podcasts and find guest post opportunities on other sites, and get interviews with other bloggers, vloggers, podcasters, and figures in your community.
Now comes the all important "branding" phase of establishing yourself. This means taking your unique value proposition — that is, the things that make you different from the competition and makes you more desirable — and craft that into a message. This doesn't mean things like slogans and a logo (although those things don't hurt). Rather, it means:
● Setting some concrete goals about what you want to accomplish in the industry and for your business
● Identify your target audience so you know how best to market yourself to attract them. Find out how you're seen by others, especially when it comes to those in your target demographic
● Focus your efforts on refining and building upon this brand. This means paying attention to the little details: how you dress and act in public, your social media persona, and everything you write blog posts and emails. Everything should feed into and reinforce the brand you've cultivated.
Finally, remember that carving out a niche and building a successful enterprise can't be done alone. You'll have much more success if you're able to network, make connections with others, and find ways to partner with them. You can also try to collaborate with leaders or well-known figures who can endorse your business and help you grow.
Finding new connections and exposing your business to a bigger audience takes work and exposure — and that means having a presence at industry expos or events. For example, if you focus on pet health, attend animal shows, pet food events, or veterinary conferences.
Carving out your own niche in the wellness industry isn't going to be easy — there's a reason why so many businesses fail in the first year. But if you can stick with it and follow these steps, you can succeed where others have failed.