Wellness marketing: 6 proven strategies for 2025

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The wellness industry is a multi-billion dollar sector, and it’s continuing to grow. 

Wellness marketing is becoming more of a focus as the industry grows. The internet is fueling much of this explosive growth, so when crafting a marketing strategy for your wellness business, online marketing strategies must be prioritized.

Email marketing, social media marketing, influencer marketing, SMS marketing, and PPC advertising are all parts of a well-developed wellness marketing strategy. Understanding how to leverage these channels and measure their effectiveness will allow you to be a part of the industry’s growth. 

As well as reviewing all these channels, we’ll talk about how the WooCommerce plugin inside WordPress can make establishing your wellness store online a breeze. Setting up your ecommerce store can quickly improve your customer experience, benefitting your bottom line.

What is wellness marketing?

Wellness marketing is using different marketing channels, such as email, SEO, and social media, to promote a wellness business and its offerings to potential customers. This type of marketing involves managing several channels, measuring the program’s success, and optimizing it for improved performance.

6 best wellness marketing strategies

Email marketing

Email marketing is one of your most valuable and multifunctional marketing tools. It allows you to communicate with current customers and nurture new sales. It supports every other strategy on our list, so it is the one you want to spend the time getting right — the success of everything else can hinge on it.

Email automation tools like Omnisend make this work easy. Using Omnisend’s marketing analytics, you can not only segment users and create trigger-based actions to keep the workload light on your end, but also monitor the performance. 

It also allows you to leverage offers, deals, discounts, review requests, and other messages to stay in front of your potential customers and generate ongoing revenue.

To maximize the performance of your emails, it’s important to personalize them and use responsive designs that look great on any device. 

Omnisend can help you check all of these boxes as it excels at segmentation, personalization, and automation. And you can easily link your emails with your WooCommerce store to maximize your customers’ experience. 

Omnisend also has a wide range of health industry-focused newsletter designs that are mobile-responsive and conversion-driven:

SMS marketing

SMS marketing, like email, is a foundational element for wellness marketing. SMS lets health brands communicate quickly with customers and ensure their message is seen. SMS and email marketing give you a powerful one-two punch when maximizing all your other marketing efforts.

Like email, SMS tools also support segmentation and personalization, and with automation capabilities like Omnisend’s, you can manage both SMS and emails in one place. 

Using SMS can be a great way to boost engagement and sales. It can allow you to move customers further down the conversion funnel for higher-ticket items and is also an effective way to manage messages around discounts and other offers. 

SEO (Search engine optimization)

Wellness customers are using Google and other search engines to find the answers to their health questions. However, most users don’t look past the first page of search results, so it’s vital to rank high for the keywords that matter the most to your business. Search engine optimization is where you optimize your website and content to ensure it shows up when your potential customers search for what you offer.

Optimizing for search requires an understanding of how users search for information and products in your niche. Many keyword research tools on the market can help you find long- and mid-tail terms that expand on the obvious terms. Keyword research will give you insight into what pages you need to create for commercial purposes and what content may need to be created.

Optimizing your Google My Business listing is necessary if your wellness business is locally focused. This includes fully updating your profile and beginning a program to get reviews from your current customers — a task that you can use email marketing for too.

Ensuring your website is optimized for mobile browsers is as important for SEO as it is for end users. Google has a mobile-focused index that it delivers to mobile users, and slow-loading or unresponsive sites can see their rankings hurt.

Social media

Social media has established itself as a very important channel for wellness brands. Instagram and TikTok have become hotbeds for wellness influencers and content, and brands need to be where their customers are discussing their products.

Video has particularly changed the social media landscape in the health and wellness marketing space. You can find content on almost every aspect of wellness, with reviews, interviews, and informational tutorials. 

Brands should join in the conversations naturally, but they should also create their content and presence. This engagement should be authentic and not focused on sales. 

The example of MyFitnessPal below shows how it educates its audience to encourage them to feel motivated enough to want to reach their nutrition and fitness goals (which MyFitnessPal is used for) without directly advertising the business.

In addition to these organic activities, advertising on social media gives companies a natural way to interact with the user base with more commercially focused messages. Mixing an organic presence with a paid presence on these platforms is a great way to leverage social media to grow your wellness brand presence.

Pay-per-click (PPC) advertising

Pay-per-click (PPC) ads perfectly complement an SEO and social media strategy. Let’s say that a potential customer is looking for you after they saw you on Instagram. By searching for your name or other terms that you appear for in PPC terms, you can appear in their results list. This works great alongside SEO, and it can also help you get discovered if your SEO efforts are still in their infancy.

Keyword research is key to this channel. But in 2025, getting a solid list of negative keywords is as important as finding the right terms to bid against. These negative lists keep your budgets from being spread by ensuring you don’t appear for keywords that aren’t valuable for your business. 

Retargeting is also a massive opportunity. This is when someone visits your site, then sees your ads on other websites that they visit — keeping you top of mind. This can be especially useful if you sell higher priced items with a longer sales cycle.

Influencer marketing

We touched on influencers when we discussed social media marketing, but when it comes to health and wellness marketing, this strategy needs its own focus. Influencers often have audiences across multiple platforms, so by interacting with a single influencer, you can leverage their full audience across all their accounts or websites. 

Brands have several options when it comes to influencer marketing for wellness:

• Basic sponsorship: Consumers trust influencer recommendations, even when they know that the influencer is being paid
• Branded content on your channel: This means leveraging the influencers on your marketing platforms for their content creation ability
• Collaborations: If you have an established audience and can bring value, you may be a great fit for collaborations with the influencer

If you do consider influencer marketing, it’s important to know that you can get results from micro- and mid-level influencers, those with 1,000 to 10,000 to 100,000 followers. You don’t need to find influencers with 1M followers to get value from this strategy.

Establishing your wellness store online

When marketing for wellness, setting up an online store on your website is a smart move. If you’re selling physical products, it’s a must-have. However it can still bring value even if you sell digital products, services, or sessions. As well as simplifying the selling of plans, packages, and gift cards, it’ll be much easier to book appointments, take online gym payments, and schedule group training sessions.

WooCommerce is a great option for an online store. It’s an established platform that runs on WordPress, and you’ll benefit from secure payment systems and inventory management. Plus, it’s easy to set up and manage, even without a developer.

Steps for setting up WooCommerce on your website:

• You’ll need to find a WordPress hosting solution
• Install WordPress
• Find a theme, look, and feel that fits your brand
• Install the WooCommerce plugin in WordPress

• Complete the setup tasks once you install WooCommerce

• Set up your products and catalog

• Set up your payment methods

• Add any other WooCommerce plugins that you may want

WooCommerce gives you everything you need to begin selling, and Omnisend for WooCommerce plugin allows you to leverage SMS and email automation from your online store on day one. You can get started segmenting your audience and sending beautiful emails and powerful SMS messages immediately.

And don’t forget that WordPress also has several amazing SEO plugins to help your site’s visibility, and plugins to assist with your other marketing efforts.