How Health & Wellness Companies Can Build a Scalable Marketing Strategy
Let’s be honest—running a health and wellness business can feel a little like juggling yoga balls on a unicycle. You’re busy helping clients feel better, look better, live better… but then there’s this nagging thought in the back of your head: How on earth do I grow this thing without working 27 hours a day?
That’s where a scalable marketing strategy comes in. Scaling doesn’t mean “do more, faster.” It means building smart systems so your business can grow without you losing your sanity (or skipping your own workouts to chase leads).
Here’s how to make it happen:
1. Get Clear on Your Audience (and Don’t Try to Be for Everyone)
If you’re talking to everyone, you’re really talking to no one. A yoga studio that says “we help people get healthier” will get crickets. A yoga studio that says “we help stressed-out professionals unwind before they hit rush hour traffic”? Now you’re speaking someone’s language.
👉 Pro tip: Write down your top 2–3 audience types and create messaging just for them.
2. Nail Down Your Core Offer First
Too many businesses get distracted by shiny objects—membership packages, eBooks, group programs, retreats, kombucha-making workshops (okay, that last one sounds kind of fun). Start by making one core offer irresistible. This becomes your foundation.
Once that’s solid, you can layer in add-ons or new services. But don’t build a buffet before you’ve perfected your signature dish.
3. Build a Content System, Not Random Posts
I’ve been there - trying to do a million things at once, and social media was at the bottom of that list. But it’s really important for brand visibility and awareness. Despite that, I found myself on LinkedIn thinking of post ideas once or twice a week, thinking it was… well, better than nothing. But it won’t get you consistent clients. You need a system. For health and wellness businesses, that usually looks like:
1 signature weekly piece of content (blog, podcast, video)
Micro-content pulled from it (snippets for Instagram, tips for LinkedIn, email bite-sized advice)
Calls to action that point back to your core offer
Think of it like meal prepping for your marketing—you make one big batch and portion it out for the week.
4. Automate Where You Can (Your Future Self Will Thank You)
Marketing automation isn’t just for giant corporations. A few simple tools can make your life so much easier:
Email sequences for new subscribers (welcome, nurture, offer)
Batching content with scheduling tools so your content runs automatically and you don’t have to waste time thinking of ideas every week
Templates for social posts, emails, and client outreach
This way, your business keeps “talking” even when you’re not glued to your laptop.
5. Track What Actually Works
Likes and followers are nice, but clients pay the bills. Pay attention to numbers like:
Email sign-ups
Consultations booked
Client retention and referrals
These tell you what’s actually driving growth. If a platform or campaign isn’t moving the needle, don’t be afraid to drop it.
TL;DR
A scalable marketing strategy isn’t about doing more—it’s about doing better in a way that frees you up to focus on what you do best: changing lives. Start small, get consistent, and layer in systems as you grow.
Interested in learning more? Email me at cmoelishaa@gmail.com.
Elishaa Batdorf is a fractional CMO and marketing strategist who helps growing B2B wellness and tech companies scale by providing leadership, strategy and focus. With 20 years of experience helping Fortune 500 companies and fast-growing startups, she uses proven marketing strategies to accelerate business growth. Connect with her about marketing strategy and growth tactics on LinkedIn.
