Are you looking to revolutionize the growth of your wellness business through automation?

Do you ever wish you could automate the growth of your wellness business? 

The wellness industry is booming, and with it comes the need for effective marketing automation. Automation can help wellness businesses reach more customers, increase engagement and boost sales.

Marketing automation is a powerful tool that can help businesses create personalized experiences for their customers, automate customer segmentation, and track customer behavior. Automation can also help businesses create targeted campaigns that are tailored to their customers’ needs.

Integrating Mindbody with a leading marketing automation solution, such as HubSpot, can be transformative for your business to do all this, but only if the right data is synchronized between the two apps. 

Basic customer data is necessary, but not enough to automate growth  

Before we take a look at the 9 vital questions, it must be said that most CRMs out there rightly provide the absolutely necessary basic information about each of your clients. This includes things like a client’s name, contact info and sometimes personal information and preferences. 

CRMs vary by how deep they go, and how extensive this data is. 

Obviously, before you can ask these questions about client behavior, you need to have all this basic client data available. You can’t do anything without it!

If you don’t have your clients’ names and email addresses, how are you going to email them?

But this basic data isn’t enough to automate your marketing -- or your growth.

So, what data needs to be synced and what kinds of questions need to be answered?

It’s the data that answers the questions every wellness business owner has been asking themselves for ages. 

• Questions about their clients’ decisions and activities

• Questions about their clients’ levels of satisfaction and commitment

• Questions about the overall health and trajectory of their business and its operations

Before apps could be integrated, to do these things a business owner would need to: 

• Manually gather the data (run reports, import CSVs, etc.). 
• Interpret the data for each client, by making lists, etc.
• Take action for each client based on their interpretation of the data. (Create tasks, send emails, etc.)

Obviously this would be a very time-consuming and tedious process for a business owner and their staff!

But now, when a marketing automation tool like HubSpot has a 360 degree view of Mindbody data, all of these steps can be automated.

And your business’ growth can be hands off.

(Plus, you can then monitor this growth by generating reports and respond to these reports by making informed business decisions that can lead to even more growth!)

Here's what you need to automate your marketing: The answers to these 9 questions

To create client-focused automated communication, it’s essential to be able to answer and respond appropriately to these nine questions. You may have additional questions you’d like the answers to in an automated fashion that are specific to your business or industry. However, these are ones we deem essential for every wellness business that sells classes or services, as well as memberships, contracts or service packages.

But that’s not all. Being able to have ready access to the answers to some of these questions also will enable you to make better business decisions. That’s because they provide accurate accounts of the health and trajectory of your business. And knowing this will help you change what’s not working – and do more of what is.

If you can’t easily access and respond to all these questions on an ongoing basis (and by this we mean continuously!), then you won’t be able to automate your business for growth. 

But when you can, your ability to transform your business will be unmatched. And the advantage you’ll have over your competition will be significant.

First, ask questions about the decisions your clients have made so far if you want to automate growth

If you want to automate your business’ growth, the first type of question you need the answers to are about what your client has done up until now. These answers will allow you to convert more leads, retain more clients, improve your client experience and reduce your costs of labor.

1. What are the details of their last purchase? 

The answer to this question should include any relevant information, including the service or product name, date, location and staff member involved, etc. where it was purchased.

2. What are the details of their upcoming booking, if any? 

The answer to this question should include any relevant information, including the service type (class or appointment), service name, date, time, and the staff member (instructor or therapist) involved and so on.

3. What are the details of your client’s last visit?

The answer to this question should include the same relevant information as listed above about an upcoming booking regarding service type (class or appointment), service name, date, time, and the staff member.

How to Use This Information to Automate Growth: Convert More Leads

The answers to these questions can help convert more leads because they can help you guide prospects through a conversion funnel. Leading someone through a conversion funnel means you are prompting them from one stage to the next along the journey from prospect to paying client.

When a prospect buys an intro offer (even if it has no cost, like a free class or consultation), they enter the conversion funnel. 

Answering the first question above about the details of their last purchase tells you when this happens. 

The next step in the conversion funnel is when they schedule that appointment or class.  

Answering the second question above about the details of their upcoming booking tells you whether or not this has happened yet. If they don’t have anything booked, then you can automate communication to encourage them to take advantage of the intro offer they have accepted by booking it before it expires. 

The next step of the conversion funnel happens when they visit your business for their intro offer service or class. The answer to the third question tells us when, or if, this has occurred.

If an intro offer has been accepted and booked, but the prospect didn’t show up for it, then automated communication can invite them to rebook it. If they did visit, automated communication can then prompt them toward the last stage of the conversion process: purchasing the desired service, membership, package or contract you’d like them to.

As you can see, the valuable answers to these first three questions tell you exactly what kind of automated communication each prospect should receive, and when, to become a paying client. 

How to Use This Information to Automate Growth: Retain More Clients

Every wellness business is based on clients showing up again and again - even if they’re online!

So how can you encourage current clients to come in again?

The answers to these same three questions can help you automate just the right message at the right time to each current client to encourage them to return. 

If a client isn’t currently scheduled to come in again (as you can tell from answering question two), you can use this status as a trigger to put them into a communication sequence designed to guide them to make their next appointment. 

However, you don’t want to encourage them to make just any appointment. You want to encourage them to make the type of appointment(s) they are most likely to be interested in. These are the types of appointments they've booked before. You can tell what they may be by using the answers to question one.

For example, your client Bob, who has been in 8 times before for massages, is unlikely to be moved to make an appointment by emails about facials or microdermabrasion specials. Communication about open appointments available this weekend for 60 minute massages might get his attention though!

If those available appointments are with the massage therapist he has seen in the past, even better. Answering question three will tell you when Bob last had a massage and with whom, which will enable you to send him the perfect next offer to buy. 

And it’s more likely to lead him to book his next appointment.

As you can see, this kind of automating can go a long way in helping you retain clients – and your income.

How to Use This Information to Automate Growth: Improve Your Clients’ Experiences

Even if your client has regular appointments or classes scheduled for the next several weeks or months, you can still use these three questions to improve their experience.

Knowing the details of their next booking (by answering question two), you can know when it’s best to send them communication about their booking. This may just be a reminder email with a friendly message that you (or a staff member) is looking forward to seeing them. Or it may include important information about how to prep, what to bring, or details about what to expect when they arrive. This is especially important if it’s the first time they have visited for this type of class or appointment. (And you can determine if it is, by answering question one!)

Knowing the details of their last visit (in the answer to question three), you can know when it’s best to send follow up communication about the appointment or class they attended. This can be a great time to thank them for their business and give any post care instructions, but also to ask for feedback, a rating or a review.

Communication sent before and after appointments and classes help your clients feel well cared for and this improves their experience with your business.

Next are the questions about your client’s current level of service 

To improve your client retention rates and make sure they’re satisfied with your products and services, the second category of questions you should readily be able to respond to is about your clients’ current level of commitment to your business.

Creating automated communication that responds to answers to these three questions will help you reduce churn and grow revenue.

(Please note: If your business does not offer memberships, contracts or service packages, questions 5 and 6 will not apply to you and are therefore unnecessary.)

4. How satisfied is your client?

Have they left a review or comment on social media? Did they respond via text or email to a satisfaction survey you sent them? What rating did they give their experience with your business? 

Whether their comment or feedback was positive, negative or somewhere in between, people today expect a reply from a business. And while it may be too time consuming, or even impossible, to respond individually to each client in these cases, it’s very possible to set up automated ways of responding appropriately, based on their answers.

If the rating a client gave your business was low, you can contact them to figure out how to make it right. If it was positive, you can thank them and send them a coupon to invite a friend. And if it was somewhere in between you can offer them a small incentive to tell you more. 

All these types of responses can help you improve the number of happy clients you have, thus reducing churn and protecting revenue.

5. What membership or contract does your client have and when does it expire?

The answer to this question will help you know when to send a client communication about renewing their membership or contract, or upgrading it to gain more benefits. It will also help you avoid an income lag when a membership lapses, or even the prospect of losing the customer completely. 

It’s much harder to get a client back after months have passed than it is to keep them engaged by reaching out at just the right time with the right offer.

6. How many sessions (class or appointments) does your client have left?

Likewise, whether it’s a multi-class package or multi-session services, it’s important to know how many prepaid visits your client has left so you can send them communication at the right time to invite them to purchase a new package and keep enjoying their services without interruption.

It’s very possible that when you build the automations and workflows that address the answers to the questions in this section you will also want to take into account some of the answers to the first three questions as well.

For instance, when a client’s membership is about to expire, you can send a different email reminder depending on whether they are regularly visiting your business or have not been in for several months. 

Finally, ask the questions about the overall health and operations of your business 

The third category of questions whose answers are essential to automating your business’ growth have to do with reporting.  These questions look at the big picture of how your business is performing, what’s working and what needs help or attention.  

Once again, they are the kinds of questions that, without a good integration, might be difficult or impossible to answer due to lack of time or technology. Yet, their answers are vital to providing you with invaluable insights about your business and marketing performance.

Having easy access to these insights on an ongoing basis will put you in a better informed position to properly respond for the benefit of your business. They may involve decisions regarding advertising, staffing, services, products and more.

7. How much does each ad return in revenue?

By integrating client behavior in Mindbody with the view of online ads in a marketing automation solution like HubSpot you can see which ads are working and which aren’t. This can help you save money by discontinuing ads that don’t work and increase revenue by increasing ads that show a good return on investment (ROI).

Spending money designing and sharing ads without measuring their return on investment isn’t advertising, it’s just wishful thinking. And that’s not how great businesses grow.

8. How many services or products have you sold over time (per location, staff member, etc.)?

Similar to looking at the ROI of your online ads, it’s possible that a smaller percentage of your offerings provide most of your income. Knowing which products, services, and/or classes your business derives most of its revenue is important because it may point to opportunities for you to expand these offerings to further increase sales. 

For instance, let’s say that by integrating your sales data from Mindbody into HubSpot you can run a report showing that facials outsell massages at your spa two to one. How might you respond to this data? Develop a loyalty program to encourage more facial clients? Hire another massage therapist to give that area of the business more available time slots to grow into?

Or it may be that you notice a new trend you want to turn around. After you stopped offering evening appointments on the weekends, your bookings dropped. This is the type of reporting that’s important to know as soon as possible so you can respond in ways that will protect and grow your revenue.

9. What is attendance like (by location, staff member, etc.)?

For multi location businesses, or even just those with multiple staff members, it’s not enough to just know how your business is doing overall. It’s knowing the details about exactly where and with whom services are being purchased that will make a difference. 

When you can readily see this information you can respond to it in ways that will save money and increase your revenue by doing things like increasing the promotion of certain services or changing staffing levels. 

In other cases, if certain classes always sell out, or have a waiting list, you may even want to offer a virtual attendance option alongside your in-person classes. This will be another way to grow your income and keep your clients happy by ensuring that no one is turned away. (For help automating virtual classes, see APIANT's ZoomConnect: Mindbody to Zoom app.)

So, how do you collect and respond to all these answers to automate growth?

If you're already using Mindbody, you're collecting this valuable information in that app. And if you're already using, or thinking of using, a marketing automation solution like HubSpot, you have the means of creating sequences designed to respond to the types of client scenarios we've discussed here. 

There's just one missing component you need to automate the growth of your wellness business.

The missing ingredient is a complete synchronization of these two apps. One that is automatic, timely, accurate and inclusive of all client data, including every purchase, visit, booking, appointment, membership, contract and session pack they have made.

This is exactly what APIANT's CRMConnect: Mindbody to Hubspot provides.

CRMConnect was developed over the last 3 years by working with our customers in the wellness industry. These businesses wanted the ability to automate their marketing and have more visibility and control over their business. What started out as custom solutions for a handful of businesses in the wellness sector grew into the robust, scalable and powerful app now available as CRMConnect.

Instead of waiting weeks for an expensive custom integration, now wellness businesses looking to automate their growth can get CRMConnect installed in a matter or hours and be ready to create the automated marketing sequences capable of transforming their business!

With CRMConnect, the sky's the limit. You can do all we've suggested here and much, much more.

Ready to see how it can change your business? Schedule a free demo now.