Harnessing the Power of Wellness Workshops to Build a Consistent Client Base
Using workshops as a marketing strategy in your wellness business, can work incredibly well when you have all the right pieces in place. When people attend a workshop to learn something from you, some attendees will likely want to take the next step with you to get support.
Whether you’re just beginning your journey as a health coach or you’ve been at it for a while now, chances are you’ve heard people mention that you should build a client funnel. Let’s talk about what that means in the simplest of terms and how to put a funnel in place with your workshops.
Visualize an actual funnel, the top is much bigger than the bottom. In terms of a client funnel, the top is where you’re attracting the most people through social media and your free content. Once they are in your funnel, that pool of people shrinks down as the funnel shrinks as they join your email list and eventually purchase one of your programs.
Paying clients are at the smallest part of the funnel. The truth is you don’t need everyone in the top of your funnel to convert into paying clients. As the funnel gets smaller and smaller you are narrowing down to your warmest leads. Only those that are your perfect dream customers make it to the bottom of the funnel.
In the funnel scenario, wellness workshops actually perform double duty. They are great top-of-funnel tools to attract new people to you and grow your email list. They are also perfect conversion tools, (bottom of funnel), that allow you to make an offer at the end of the workshop so people will enroll in your program. It’s through the combination of these two roles in your client funnel, wellness workshops will help to build your client base.
There are 6 elements to a profitable workshop, and each one helps to move people through a client funnel with you in record time.
Element #1 – Establish
This is where the workshop title will get people interested in you and they’ll register for the upcoming training. When they register, they’ll then become an email subscriber.
Element #2 – Enlighten
This actually happens when people watch the workshop. You’ll instantly build a connection with them at the start of the workshop by letting them know they are in the right place and you understand their situation.
Element #3 – Educate
This is the heart of your workshop where you’re teaching them new information and sharing your journey or those of your clients, all in an effort to make them feel comfortable and excited to work with you.
Element #4 – Entrench
This is when you’ll reaffirm what they’ve learned and connect the dots to why the workshop was worth their time and get them ready for the next step with you.
Element #5 – Engage
Engaging your workshop attendees with a Q&A session is the perfect way to eliminate any fears or doubts that they may have in working with you.
Element #6 – Enroll
This is when you make an offer and invite them to enroll in your program. In this element, you’ll use benefit statements, testimonials, case studies, and program descriptions to entice your workshop attendees to join your paid program.
Each element in a wellness workshop is a step further in the client funnel with you which leads people to enrolling in your paid program.
Wellness workshops can be used in many ways to build a consistent client base. Let’s go over the top 3.
1) As we discussed, you can use them in a traditional way of promoting the workshop, registering people, and delivering it as an informational and educational training leading to an invitation to work with you.
2) Another way to use workshops in your coaching business to build a client base is to charge a fee, (typically $47 or less), for a 90-minute workshop. The difference between this type of workshop and a free workshop is that there is often group exercises and coaching along the way. This type of workshop can be an excellent stepping stone for someone thinking about working with you but they are nervous to spend a large amount of money. This gives them the opportunity to have a micro-dose of coaching with you that can be all they need to invest in a higher-value program with you.
3) One additional option for using wellness workshops to build your client base is to record the workshop in advance and offer it as an on-demand training to your followers. If you put the recording behind a registration page, it’ll require the person to submit their email address to get access, thereby growing your email list. You can also use the pre-recorded version as a nurturing component in your follow-up email sequence when someone subscribes for one of your other freebies. Either option works well and contributes to the nurturing process of your client’s journey with you.
When you choose wellness workshops as your main client attraction / client conversion tool you’ll be pleasantly surprised how quickly you’ll begin to enroll clients in your programs. Plus, when you choose one workshop from the library of topics I’ve created, you’ll be able to take advantage of the time-saving component of having everything you need right away and will be able to hit the ground running immediately.
To make it as easy as possible to promote and deliver successful workshops, check out about Karen’s done-for-you wellness workshops and SAVE 40% through Nov. 16th, 2023, with code: WELLNESS.