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What you’ll learn in this episode:
In today’s episode, I had the pleasure of sitting down with Jennifer Orechwa, a marketing strategist and CEO of Salt Marketing an agency dedicated to helping health and wellness practitioners grow their practice with powerful, automated marketing solutions. Jennifer shares her journey from corporate marketing to helping wellness practitioners grow their businesses as we dig into the importance of differentiation in a competitive market, the significance of building a cohesive customer journey, and the strategies for productizing services to enhance client engagement. We also discuss the significance of high-touch client relationships and optimizing offers to ensure client success, ultimately aiming to help practitioners create repeatable assets in their business that sustain their growth both in the short and long-term.
Enjoy!
In this episode, you will learn to:
- Why differentiation for health and wellness practitioners is crucial in a competitive market and how to do that easily and consistently
- How having a cohesive approach to your marketing enhances the customer experience and leads to more (and easier) sales
- The key to speaking directly to your client’s pain points, and how segmenting your messaging can uncover insights to supercharge your campaigns
- How productizing services in the health and wellness industry can lead to easier uptake, better client engagement and increased longevity with your customers (and how this applies to you regardless of the industry you’re in)
Mentioned in this episode:
5-Part Video Workshop to Help You Market and Grow Your Wellness Practice
Work/Connect with me:
About Jennifer Orechwa
Jennifer Orechwa is a seasoned digital marketing expert and the founder of Salt Marketing, an agency dedicated to helping health and wellness practitioners grow their practice with powerful, automated marketing solutions. With over 25 years in digital marketing, Jennifer built her first business into a multi-seven-figure company, earning a place on the Fortune 5000 list twice before exiting in 2021. She launched Salt Marketing in 2023 to empower wellness practitioners to attract clients, streamline operations, and amplify their impact. Jennifer is a StoryBrand Certified Guide, Keap Certified Partner, and award-winning communicator and podcaster. Her experience spans video, web, copywriting, and marketing and she has developed successful digital courses across diverse industries. Jennifer’s expertise, paired with partnerships like Memberium and Hive, makes Salt Marketing the go-to agency for health and wellness professionals ready to scale with confidence.
00:01 – 00:06
Jessica Miller
Hello, Jennifer. Welcome to the It’s Your Offer podcast. We’re so happy to have you on as our guest today.
00:06 – 00:09
Jennifer Orechwa
Thank you. I’m thrilled to be here. I’m really excited about this conversation.
00:09 – 00:17
Jessica Miller
Yeah, it’s going to be amazing. For our audience who is so excited to hear from you, tell us who you are. Tell us a little bit about your business just so we can hear it from you.
00:17 – 00:42
Jennifer Orechwa
Sure, so I’m Jennifer Orechwa. I’m a company assault marketing. We serve health and wellness providers in terms of helping them grow and scale their businesses. So, this came out of a history of B2B marketing. I’ve been doing digital marketing for about 30 years and really leaving a corporate space and coming into this and choosing a niche that really resonated with myself and my team and so that is that is where we are right now.
00:42 – 01:10
Jessica Miller
Oh, I love this and I came from corporate too Jennifer So this makes us instant friends. Yes. I love it. I love, love, love people who support the health and wellness space, because I think it’s a really important part of our daily living. And it’s important to help those businesses communicate, market, really show their gifts to the world in a way that feels awesome. When you were in corporate and you’ve been doing this for a long time, were you focused in that space or did you switch to that space? You alluded to switching to that space
01:10 – 01:17
Jessica Miller
after you came out. Tell us a little bit about how that happened and if you thought of other industries and why you ended up landing there.
01:18 – 01:47
Jennifer Orechwa
So, my corporate experience was in the communication space and then later in management consulting. So, a lot of very buttoned up types of conversations. We love working with wellness practitioners because they are so enthusiastic, so positive, and bring that energy to their clients. The thing is, is that, you know, as a wellness practitioner, you’re trained to do a particular thing and you’re good at it, but marketing yourself is a completely different proposition. And so, we love supporting people who are in this space who really know their stuff and just want to reach as many people as
01:47 – 01:55
Jennifer Orechwa
possible and help as many people as possible. So, the departure from the corporate world into the warmth and enthusiasm of this space has been fantastic.
01:55 – 02:22
Jessica Miller
That’s so awesome. I actually am a pharmacist by background, so I’m very familiar with the health and wellness space and it’s true. I think many practitioners, myself included, when I was practicing, we want to help patients. That’s what we’re doing. We’re doing our clinical work. And then we move into a different space where maybe we’re owning a business or trying to go in a different direction. And we realize very quickly that those are skills that we need some help with. And many times, we don’t have the time or even the expertise to be able to do
02:22 – 02:31
Jessica Miller
that on our own. So, reaching out and working with somebody like you has been, you know, huge for me and my business and I know for health and wellness practitioners it’s really important.
02:31 – 02:47
Jennifer Orechwa
Well And I know there’s a lot of sort of a field of dreams outlook. If I build it, they will come, which doesn’t necessarily happen. Sometimes it does. But even when we talk about word of mouth and referrals, that has to be intentional if you want it to be on a regular basis. And so that’s a lot of what we help our clients with.
02:47 – 03:17
Jessica Miller
Yeah, I love that. Let’s dig into that a little bit, because I think this is an area, you know, when we think about an email campaign or a text campaign or something, you know, very, I would say, traditional marketing, people can kind of wrap their head around that. But when it comes to the world of word of mouth or referral or that relationship marketing, it’s very personal. It’s very particular to different industries. And there’s really interesting ways to do that powerfully and also feel very authentic and connected to that. What have you seen when you’re working
03:17 – 03:24
Jessica Miller
with these practitioners? What are some of those best practices or things that you feel work well or you like to help your clients do?
03:24 – 03:55
Jennifer Orechwa
Well, honestly, it’s a really competitive space. I mean, when we talk about Med Spas, we talk about chiropractors, there’s 1 on every street corner. And so, differentiating yourself is a huge challenge. So, we, you know, we’ve sort of productized our services into a package that begins with Story brand. So, I am Story brand certified guide, we develop their messaging guide for them, develop all 7 parts of the framework and then use that in order to craft the messaging that’s really going to resonate with their particular ideal client profile. And so, the patients that they truly enjoy working with are
03:55 – 04:01
Jennifer Orechwa
the ones that gravitate toward that messaging. So that’s been sort of our secret sauce. We start with the Story brand and go from there.
04:01 – 04:29
Jessica Miller
Oh, I love that. This is so important. And I just want to pause for a second to kind of lean into this. Because I think a lot of times, we, of course, we compare ourselves to other people if we’re a Med Spa or we’re a brick and mortar. We’re looking around at everyone else. And we kind of have this idea, like, I need to be like them. I can’t stick out to you differently. And if I do, I’m gonna lose customers. People get really afraid of getting clear and focused for fear that they’re leaving people out.
04:29 – 04:30
Jessica Miller
How do you get them over that hump?
04:31 – 04:56
Jennifer Orechwa
Well, and honestly, trying to copy somebody else’s marketing is never going to work because they aren’t you. And so, we advise our clients very strongly not to try and do what everybody on every street corner is doing because you do have people that you really enjoy working with. You have people who are going to find the most success with the services that you offer. And those are the folks that you want to bring to you. And so, differentiating in that way, making sure that when you put out a lead magnet on your website, that it’s a
04:56 – 05:08
Jennifer Orechwa
PDF to download, which is like the traditional way of doing it, but it’s going to be a piece of information that’s going to bring value to that particular target market. It’s not the same thing that they’re going to get if they go down the street or to the next town over. So that’s a big part of what we do.
05:08 – 05:39
Jessica Miller
Yeah, I love that. And you touched on something that I think is so important. I see so many times when I’m helping people on growth or even their offer, they’re carving out this piece of value for their clients upfront or their potential clients. But often it is so disconnected from the offer or the product on the back end, that it becomes super clunky. And to your point, it has to not only be tailored to that person so it’s valuable, but then it needs to be really strategic so that it easily brings people to the next thing,
05:39 – 05:52
Jessica Miller
which is, I want these services from you. How do I get them? Do you use a certain framework or way that you think about how to carve out that piece? Like, how do you help them figure out what that upfront, you know, leading is?
05:52 – 06:19
Jennifer Orechwa
Yeah, so part of the messaging guide that we provide includes a customer journey. And so, we walk through everything from becoming aware of your practice all the way to somebody becoming an advocate. So basically, you’ve got a sales force out there walking around talking about you and recommending that their friends come see you. And so, we map out each step of that journey. We map out what the person is doing, feeling, experiencing at that point. What part of your offer are they interacting with? So, they might be talking to somebody at the front desk, or they
06:19 – 06:43
Jennifer Orechwa
might be looking at your website or on your social media. So, we actually map out that entire customer journey and talk about how do we intentionally move them from step to step. So, to your point of, you know, we don’t wanna offer a belief magnet that’s disconnected from what the end result is. We want to make sure that it’s moving them always toward their goals. In Story Brand, we talk about the customer, the patient as the hero. And so, we want to make sure that it’s their goals that we’re keeping in mind with each step of that
06:43 – 06:47
Jennifer Orechwa
customer journey and providing value all along that way to get them there.
06:47 – 06:53
Jessica Miller
Yeah, I love that. And keeping it so cohesive that way just makes people move through to that sale with ease.
06:53 – 06:54
Jennifer Orechwa
Yes.
06:54 – 07:08
Jessica Miller
Where do you feel like people in the health and wellness space, if we’re looking across that journey, where do you feel like there’s some of the biggest gaps? Because I feel like sometimes people are very focused on traffic sometimes, you know, they’re not focused in other areas. What do you see when you’re working with them?
07:09 – 07:34
Jennifer Orechwa
So, a big issue that we have is they’re very, very focused on I need X number of new patients. I need to bring in new people, new bodies. And they neglect to focus on the people they already have. It’s always easier to earn a dollar from somebody who knows, likes and trusts you than it is from somebody new off of the street. And so that retention aspect, the reactivation element of it, those are some things that we focus on quite a bit because the revenue is the bottom line. The more money that you make, the more
07:34 – 07:51
Jennifer Orechwa
people you can serve. I mean, that’s really the truth. And so new patients, yes, absolutely. We want new blood in there We want to you know continue growing but we also want to focus on the people that already know and like and trust us because they’re the ones that are going to continue to bring us new business, those endorsements, the testimonials on Google, all those good things.
07:51 – 08:18
Jessica Miller
Oh my gosh, I love this. People who are listening to this podcast right now, Jennifer, they’re like, mm-hmm. They heard me say this so many times. Sure, yeah. Music to my ears, I love it. So, you were talking about this concept of productizing your offer. And I want to talk and lean into that a little bit, both from a conceptual and strategic perspective, but also thinking about what you were just saying, which is there are different points on this journey where you can use that strategy in a very powerful way. And I’d love to hear from
08:18 – 08:51
Jessica Miller
your perspective, how, well, first of all, the concept of productizing your offers and your services, and then how do you strategically use that at different points of that customer journey that you’ve seen very powerful specifically in this industry? Because this is a topic too, that I work very much when I’m looking at growth strategy for my clients, especially in the med spa space and wellness spaces. It’s thinking through this plethora of services and how do you really service your ideal client in a way that’s easy and consumable. So, I’d love to hear your thoughts.
08:51 – 09:25
Jennifer Orechwa
So, for us, we started out sort of doing anything and everything for everyone. And that, I mean, that model for a marketing agency is truly broken. It is not the way to go. You cannot serve the number of people that you need to in order to serve everybody. So, what we have done is packaged that up. So, we have our growth accelerator program. It’s a 6-month program. And in that program, we help them build automation through a CRM. We do the story brand messaging, of course. We help amplify their website. So, we’re working through social
09:25 – 09:58
Jennifer Orechwa
media, including original content. So, we do weekly original content, 3 posts weekly on social. So, we’re really focused on organic because what we wanna do is build that inbound marketing engine that’s going to throw off leads for years. And going back to my corporate history, the sites that I had built, the content that we had created are still throwing off leads 5, 7, 10 years later. So that organic element of building this marketing engine is really where we’re at. Now we aren’t against paid. There comes a time and a place to start amplifying what you’re doing
09:58 – 10:01
Jennifer Orechwa
with paid, but never before the organic pieces are
10:01 – 10:02
Jessica Miller
in place.
10:02 – 10:05
Jennifer Orechwa
Agreed. Yeah. So that’s a lot of what we build for our clients.
10:05 – 10:16
Jessica Miller
I love that. And you touched on something which I just want to call out, which is this idea that when you do your marketing right and you do it in the right order, it becomes a hugely powerful asset in your business.
10:16 – 10:16
Jennifer Orechwa
And
10:16 – 10:46
Jessica Miller
so, to your point, if you’re building something that’s going to generate traffic, great, you’re doing this organically. Then if you want to throw dollars behind it and like pour gasoline on that engine, awesome. But to do that the other way around is extremely expensive and often I think really slows people down. And they don’t really have their hands in it when it’s kind of 1 step removed in an ad. So, I think it’s so important. It teaches you so much about your client, about your target market. And you talked about this idea of like not catering
10:46 – 11:24
Jessica Miller
to everyone. And I love this so much because I think what comes with that focus is a couple of things. Like 1, it gives you deep knowledge to your ideal clients and how to help them in the best, most efficient way. And then you’re able to then bestow that knowledge on them. And even though people sometimes are afraid, I’m leaving people out, you really you do expand once you constrain, which seems so counterproductive. But it is, your voice becomes more clear, more focused, and it cuts through the noise, I think, in a much, much more powerful
11:24 – 11:25
Jessica Miller
way.
11:25 – 11:53
Jennifer Orechwa
Well, and truthfully, yes, to your point, when we talk about crafting the right offer, we really talk about that story brand messaging and that differentiation, because that’s what’s going to narrow that focus. That’s what allows you to speak to their pain points. A lot of times with wellness practitioners, we see a laundry list of services. These are the things we do. And when we flip that on its head and say, well, how are you serving your patients or your clients? We wanna talk about the conditions, the things that they’re looking for and the solutions that they’re
11:53 – 12:10
Jennifer Orechwa
trying to find. And when we do that, that narrows the focus to, these are the problems that we solve. These are the results that we bring. And going back to what we were talking about with the customer journey and making that through line through to taking action, that’s where we can narrow that focus and make sure that that offer really speaks to the person that needs those results.
12:11 – 12:28
Jessica Miller
I love that. And do you find that you do that in a powerful way more through like the messaging and guiding people through maybe the buying experience, or is it through bundling and productizing the services in that way and sort of reverse engineering from the result? Or both? What do you see works the best?
12:28 – 12:56
Jennifer Orechwa
So, it’s all of that. I mean, creating the productized solution, our growth accelerator program that we have has allowed us to do both of those things. So, the messaging is the foundation for everything. That’s where we differentiate. That’s whenever we sit down to write, you know, an email sequence, you know, we’re putting together the funnel, we’re going to start with that messaging because that’s really what sets the practitioner apart. But all of those pieces do play together. We find a lot of practitioners who are doing that one-off marketing. I’m just going to boost this ad on
12:56 – 13:17
Jennifer Orechwa
Facebook. I’m just going to do this 1 thing. And really, they’re just throwing money away. I mean, yes, you might get followers, you might get likes, but you’re not gonna get business from that because it’s not strategic in any way, shape or form. And so that’s kind of a tough pill to swallow for some people. Like they think, oh, well, I’ve got all these followers now, I must be getting business from it. And it’s really not the case. So, all of those pieces working together where the messaging is the solid foundation that we build that house
13:17 – 13:21
Jennifer Orechwa
on and then all the pieces come together. That’s the best approach by far.
13:21 – 13:37
Jessica Miller
Yeah. And I think you also mentioned this idea that you’re starting with the strategies, overall strategy, and you’re making sure everything, like all roads are leading back to this. And that’s really important. I think sometimes people build it the other way around or they try, to your point. It’s kind of this whack-a-mole approach.
13:37 – 13:37
Jennifer Orechwa
And
13:37 – 13:39
Jessica Miller
I don’t say that in a judgmental way because I did
13:39 – 13:42
Jennifer Orechwa
it too. We all do. We all do from time to time.
13:43 – 14:11
Jessica Miller
Yeah. Yeah. And I think people are pressed for time. So, it’s hard to know how to do that in a streamlined way. So, when you’re looking at the client journey and that sort of back-end piece, like the people are in there now. So, they’re coming to these wellness practitioners. I agree with you. The easiest way to generate growth and momentum is with your existing audience, the audience, your clients. So, what are some of the cool things that you’ve helped some of your clients do when you’re looking at that part of their business?
14:11 – 14:42
Jennifer Orechwa
So, we do a great deal of business automation also as part of our growth accelerator. So, we will send out an email to the entire database with a variety of things to click on. So, you might be interested, let’s just say for a med spa or a primary care doctor, we might also want to add on IV nutrition. We might want to add on a laser emerald, the skin resurfacing or HydraFacial. So, we allow the recipient to self-segment, basically. Like they’re going to click on that in the email, we then tag them and send them
14:42 – 15:10
Jennifer Orechwa
more information about that additional service. And so that’s how we get them into the weight loss program when they really just came in for hormone replacement or vice versa. So being able to segment and really dial down and personalize. So, when people think of automation, oftentimes they’re thinking, these are robots, I’m going to send the same message to everybody. But the truth of it is, is you can do incredibly personalized messaging to make sure that you are hitting exactly those pain points and telling them, hey, I have the solution to what you’re seeking. Oftentimes that also
15:11 – 15:37
Jennifer Orechwa
gets people focused on the problem so that they can find the solution. So, they might not even be aware that this could be a problem for them. If you’re experiencing these symptoms and if they click on those for more information, of course we’re generating content at all times. So, we’re adding a new blog post a week. And really blog posts and blogs in general, in my opinion, are not meant for lead generation. They are meant for retention of your current clients. They want to know that you’re the authority, that they’re coming to the person who really
15:37 – 15:47
Jennifer Orechwa
knows their stuff. And so, we use that content and put it back out in order to grow the retention rates and increase the engagement of our current clients.
15:48 – 16:09
Jessica Miller
Oh, I love that. That is such a good point. Because I will tell you, I think trust is a huge part of this industry. And I’ll just speak for myself that once I trust you, I want to go to you for everything. I’m always looking to you for the answers. And it’s really a powerful way to get people to come back, stay with you, try new things.
16:09 – 16:09
Jennifer Orechwa
I mean,
16:09 – 16:28
Jessica Miller
we’ve done some really cool things on the growth side with memberships and really customizing that to certain segments to get people to come in the door and have that access and ask more questions and tell their friends about it and all the things like that. And yeah, it’s like, listen, if I could have them change the oil in my car at my med spa, I would do it.
16:29 – 16:54
Jennifer Orechwa
Well, and That trust and authority is so crucial. And when we talk about the differentiation and the messaging, building trust is a huge part of that. That’s why I love podcasting as a medium for wellness practitioners, being able to be on other people’s podcasts. It just, there’s so much that goes into seeing and listening to someone that you just can’t get in a social media post. And so podcasting is a fantastic medium for all wellness practitioners. So, I love that as original content as
16:54 – 17:24
Jessica Miller
well. Yeah, that’s a great idea. And then repurposing that content. I mean, you could do so much with a podcast. Absolutely. It’s such great, like rich medium. When you were talking earlier about referrals and word of mouth, I mean, I feel like it is wildfire in this industry. What are some cool ways that you have helped these wellness and health companies capitalize on that, or intentionally incentivize their customers or their audience to tell other people? Has there been anything really cool that sticks out to you that you help them implement?
17:24 – 17:52
Jennifer Orechwa
So, you can offer incentives, you can offer dollars off, you know, bring a friend in and you get this, we’re having a special event, bring your friend to that, you’ll get this gift. So that sort of thing works with referrals. But honestly, the biggest thing is getting intentional and getting consistent about asking for those referrals. Most people just sort of wish and hope, and that’s not a strategy. You can’t just wait for those referrals to come in. So, making sure that you ask every happy client to provide a testimonial. Get up there on Google and recommend
17:52 – 18:06
Jennifer Orechwa
us, and get specific about it. And then, of course, bring your friends and family to us. And making sure that they know that you want those referrals, and making it easy for them to send the website, send a link to friends and family. That intentionality is really what lights a fire under
18:06 – 18:33
Jessica Miller
it. Yeah, I love that. Have you seen any differentiator between if something is a very high-ticket service versus like, maybe you’re getting, I’m just using this as an example, like a $200 facial at a spa versus like more of these multiple thousand-dollar services. Is there a difference in the way that people communicate and refer and targeting, you know, that very high-ticket client versus maybe a lower ticket client?
18:34 – 19:04
Jennifer Orechwa
Well, sure, there’s definitely some differentiation within the messaging there. But most clients are not going to come to you initially for those high-ticket items. They’re going to come in for something lower. And so, when we’re talking about driving new patients, that’s where we go. We go for the facial. The HydraFacial is the thing they’re coming in for that, or their Botox injection. That’s where they’re going to start. But then from there, building on that and really building that trust, building that authority, those testimonials, all of those pieces play into it. Building out nurture sequences to
19:04 – 19:31
Jennifer Orechwa
send them emails and texts, making sure that they know that you’ve got a podcast, make sure that they are following you on social media, that’s what builds to those higher ticket items. And there is definitely a difference in the messaging to that client, because that’s a different kind of client. They’re going to think in a different way. They’re going to be very results focused and that’s what they’re going to want to know. Show me the before and after. Make sure that those resources are there to reinforce that you do know your stuff and they can trust
19:31 – 19:32
Jennifer Orechwa
you.
19:32 – 20:00
Jessica Miller
Yeah, and I was curious if there, you know, was a different way as well that they’re consuming, like maybe they are still like reading the emails to your point or doing something else, or maybe they’re really like talking to each other and then to your point, having a strategy in your company that’s really segmented to maybe your top 10% and how do you drive those referrals or that communication to that specific segment versus some of the things that they consume? I mean, I think people are people at the end of the day, so we’re all like
20:00 – 20:06
Jessica Miller
on our phones and sort of consuming things, but that, you know, it sounds like there is a difference between how they buy.
20:06 – 20:35
Jennifer Orechwa
Certainly, and that self-segmentation that I referenced a little while ago, that’s something that we can do to identify people who might be interested in a higher ticket program, who might be interested in those productized offerings, where we’ve got a membership that’s going to provide X number of services, X dollars off, those sorts of things if you purchase at this level. So, allowing them to self-segment to say, raise their hand and say, hi, I’m interested in that, gives us the ability to speak to them differently and really move them along that customer journey toward that end goal.
20:35 – 21:03
Jessica Miller
Yeah, that makes total sense. I also love the idea of allowing people to sort of click and tell you they want to hear more. We’ve helped a lot of growth strategies where it’s all dependent on whether or not they engage. If they’re not engaged, they’re not going to go into that automation or that sequence. And so, you really are talking to the people who want to hear it in a very specific way that’s so powerful to speak their language and move them through to that next step. And not everyone’s getting blasted with the same thing. You
21:03 – 21:05
Jessica Miller
don’t hear it if you don’t want it.
21:05 – 21:33
Jennifer Orechwa
Well, and along those lines, we do also provide automation for people who don’t click. If they’re not engaged in the email and they clicked on nothing, then we need to get them back into that reactivation sequence and make sure that we are communicating to them the way they want to be communicated with. So, say they don’t really want email, we want a text message, or they prefer to engage on social media, or they want you to have a community on social media. Those sorts of things can provide that knowledge of where they want to be communicated
21:33 – 21:38
Jennifer Orechwa
to and how can provide another conduit into what it is that they’re looking for.
21:38 – 22:05
Jessica Miller
Yeah, I love that. That’s so fascinating too. I’ve seen that with a lot of my clients where you start to dig into their list and you’re like, we never hear from these people, but they all come to the in-person event. And then none of those come to the in-person event, but they’re all clicking on the emails. And I think that’s a really important piece too, both from a marketing strategy, but from a growth strategy, is to understand in what places are you winning with what things? Because it’s not all the same all the time. Certain things
22:05 – 22:38
Jessica Miller
will resonate with certain people at different times, different types of activities. They come through differently, and really knowing your audience, again, going back to especially that audience that’s already yours. Like the cold market is so different than your warm market. And understanding how to speak to them to your point, that messaging, that Story Brand framework, meeting them where they are. Once you can really focus in on that, I mean, you will have more people and work than you know what to do with. You can let go of speaking to everybody. It’s so powerful.
22:38 – 23:07
Jennifer Orechwa
Well, and when you talk about how to grow your business, there’s only a few ways. You can steal market share from a competitor. You can grow the market by educating people. So, you look at those different ways of bringing people into your messaging, and that’s where we start to productize those services based on how we want to approach the market. If I want to steal market share, I’m going to have to do better than my competitors. If I want to grow market share, I need to focus on education. So, it’s really about how are you, how
23:07 – 23:11
Jennifer Orechwa
are you taking this to market? How are you connecting with your potential customers?
23:11 – 23:30
Jessica Miller
Yeah, I love that. In your own journey, when you talked about evolving and changing and changing your own services and how you helped your clients. What was the real sort of impetus for that? Were you just seeing the way that they were going? Was it the internal struggle that you were having in the company or what was making you go in that direction at that time?
23:30 – 24:04
Jennifer Orechwa
Yeah, so marketing is a lot. There are so many moving parts when we talk about it. It is. And most wellness practitioners don’t have the time or the energy to understand every single aspect of the marketing. And so, we were coming in and helping them with all the different things, only it felt not as cohesive as we wanted it to. And so being able then to productize that into a package. Now we still offer very bespoke solutions. So, within the framework, so we’re gonna offer automations, but it’s gonna be specific to that wellness practitioner’s needs. Spoke
24:04 – 24:34
Jennifer Orechwa
with a client this morning, they started talking about that they needed a reactivation campaign. They have 600 names on a list of people who haven’t been in 2 years. That’s a tough nut to crack because that’s been a long time. And so, we still do offer very specialized solutions for things like that. But within that, we have specific parts of this solution that make sense. And so, we now have, it’s a six-month program, we go week by week, we have benchmarks all along the way of what exactly we are achieving. We offer reporting all along the
24:34 – 24:58
Jennifer Orechwa
way as well so that they know how they’re doing in terms of SEO, their social media growth, visits to the website, all of those good things. That helps them understand and wrap their heads around the marketing. So, we’re very specific about what it is that we’re providing without overwhelming them with too much information. So, I think that that’s key when you’re talking about a good offer. You want to talk about the results, you want to talk about the outcomes, but maybe not so much how the sausage is made.
24:58 – 25:31
Jessica Miller
Yeah, right. Right. I find that too with data, it can really overwhelm people. When I moved into the growth space and we were very direct to sale, it was amazing how much information people did not need. You know, we’re like, if these levers are moving, then you’re winning. And we just want to focus on sort of those key areas. But to the point that you made earlier, which is marketing, it is an art form. It is an art form and you have all these different tools in your toolbox, but part of it is about how those
25:31 – 25:44
Jessica Miller
are executed, in what way do you do it. And it’s an experiment on some level. It’s a right calculated experiment. But you’re doing it and looking at it and then iterating.
25:45 – 26:14
Jennifer Orechwa
Exactly, yeah, that’s the word I always use. It is definitely iteration. It is A, B, test it and see what’s going to work. Because the only smart marketer is the consumer, right? I mean, they’re going to tell us exactly what it is that they need. And it varies from market to market. It varies from practice to practice. So, you really need to pay attention to that test, iterate, and move forward from there with the successful results. So that is a lot of what we do. And in terms of the metrics, we provide baseline metrics, some very
26:14 – 26:35
Jennifer Orechwa
specific data points, and then we also provide a video that walks them through that and says, this is what we’re seeing and this is what we’re going to do next, so that they are able to understand that report and those that data so we don’t just throw numbers at them like you said it’s overwhelming. So, we don’t just throw numbers at them we are able to say you know here’s what we’re seeing on your website, and this is what we’re going to do to iterate and improve for the next month.
26:35 – 27:08
Jessica Miller
Yeah. And you touch on an important point, which is collaborative. It’s never like the world from Jennifer. It’s never the world, Jess, where you’re like, here’s your point, have fun. It’s really collaborative. And the more I think that the business owner feels empowered, that it’s their business and they’re working with a trusted partner and they’re intuitive and they’re giving you their perspective and you are viewed as a mentor and a partner, the more powerful it will be. What have you found works the best for you when working with your clients in that capacity? Is it the
27:08 – 27:15
Jessica Miller
videos sound like they’re very personal and they’re you know targeted. What else do you do that helps foster that relationship and really help that?
27:15 – 27:42
Jennifer Orechwa
Yeah, so we are we are very high touch. To your point, the favorite thing that any of my clients ever called me was Obi-Wan. So, I actually have an Obi-Wan award, which was pretty funny. Oh, it’s so great. So yeah, it is. So, providing that guidance is a big part of what we do. We are very, very high touch. We meet weekly with our clients who are in the growth accelerator program. We meet monthly with anybody who’s on our momentum maintenance. So, we make sure that we check in, in addition to those reports and the videos
27:42 – 28:05
Jennifer Orechwa
that they get, we also sit down and discuss the good, the bad, and the ugly. We’re gonna go through and say, you know, this is not working, so we’re gonna iterate over here and we’re gonna try and beat that control in the next iteration. So yeah, that’s a lot of that is that guidance, being high touch, being available, making sure that if they’ve got a question, we can sit down and either we either have the answer or we’ll sit down and work it through together.
28:05 – 28:33
Jessica Miller
Yeah, I have found that also working with people who have that frame of mind, it is so helpful for the client. I mean, it’s just it becomes a kind of a united front. And they’re not getting all these communications from all these different people, whether it’s when I’m working with an agency like you or there’s an, you know, an ads person or who, you name it, when we can all sort of align and the customer is getting that high touch, they really feel like you care about them. I think you probably are the same where you
28:33 – 29:02
Jessica Miller
really have such a heart for their business. It’s almost like it’s your business. Yes. Oh, yes. So, they feel that and it makes a huge difference. So fast forwarding to where you are now, you were talking about the accelerator, you’re talking about your maintenance program. Tell us a little bit about that because I feel like where you’ve come is the optimization of your own offer and therefore an optimization of how you help your clients. So, talk a little bit about that. How did you end up here? What made you switch to these offers, and what do
29:02 – 29:06
Jessica Miller
you love about them? What is it doing for your clients that’s great?
29:06 – 29:36
Jennifer Orechwa
So, with 30 years of experience in the industry, we could do anything. I mean, really, there’s an unlimited number of things we can do. But we have found that there’s a set offer that really works for people in the wellness space. Like I said, that includes their story brand messaging, it includes setting up their CRM, optimizing their website, the SEO elements of it, then of course the original content. That package and wrapping that up as our growth accelerator is what has propelled our clients forward. So, they see those results. We look for quick wins right out
29:36 – 30:00
Jennifer Orechwa
of the gate, which is for them, it might be, I need more leads, more new patients, or I need more revenue out of my existing patients. So, we focus on those things first, and then we optimize all along the way. Now, as things go, like I had a client this morning that I talked with and she’s desperate to get her podcast up and running. And I’m like, we can definitely do that, but let’s optimize the website first. I said, you don’t want to invite people over when you haven’t swept the front porch and made sure that
30:00 – 30:27
Jennifer Orechwa
your front door opens well. And so, she’s all excited about this, but I’m like, let’s pull back and stay within this package for right now. And then as soon as we get all that in line, then we can go out to the podcast. So, those sorts of things, or building on a membership portal, building out a part of the website that’s behind a login, and you’ve got all your resources over there, and they can check on their progress or their online course. All of that can be built in. We don’t offer that as part of our
30:27 – 30:30
Jennifer Orechwa
productized offering right out of the gate. You can bolt those on later on if you
30:30 – 30:41
Jessica Miller
want to. I love that. There is such a powerful piece, I think, of the work that you do, which is keeping people focused on their best
30:41 – 30:42
Jennifer Orechwa
opportunities,
30:42 – 31:11
Jessica Miller
on what is going to help them grow and function the best with ease, and also help keep them in their lane. Like if they want to be the practitioner and they just want to be talking to their clients, let’s take care of this marketing piece in a way that’s going to free you up for that and kind of give you the most momentum and, and oomph in the beginning. I think the, the way that that is rolled out is really important. The steps and the way that you do that makes a big difference in my experience.
31:11 – 31:39
Jennifer Orechwa
Well, and truthfully, my goal, my heart is in building them something that is going to sustain them and support them for years to come. So, if they complete our growth accelerator program and they don’t go on to the momentum maintenance and they don’t continue providing that original content, that’s okay because we’ve built this really solid foundation where their website is in line, everything, all their messaging makes sense. It’s resonating with right people. And we’ve got the SEO component of it to draw people in. That’s what I want for them. So that they can continue on their
31:39 – 31:53
Jennifer Orechwa
own if they want to. They’re empowered to do that. Or if they want to continue with us, we’ll put some fuel in that engine and keep that going. But that’s really my goal is to get them self-sufficient, get that original content and get that inbound happening for them.
31:53 – 31:59
Jessica Miller
Yeah, and they are working with you one-on-one or is the accelerator a group or is it one-on-one with them?
31:59 – 32:29
Jennifer Orechwa
So, it is one-on-one. We have a team of 8 that supports that. But one-on-one with the client, they get their weekly meetings when they’re in the Birth Accelerator program to make sure that we are on target, make sure that they are understanding everything that we’re doing. When we move into the Momentum maintenance, that is, like I said, a monthly kind of check-in, but all of this is one-on-one because most of the people that we are at have very specific needs. It is a very specific solution and putting them into a group situation, they’re not necessarily going
32:29 – 32:38
Jennifer Orechwa
to learn from others because they just wanna get it done. Like to your point a minute ago, they’re practitioners. They want to do their thing and they want to do it well. And so, it’s much faster and much more efficient to just do that 1 on 1.
32:38 – 33:06
Jessica Miller
Perfect. I love that. And you touched on this piece of like, again, it’s about repeatable assets. You’re creating something that’s going to give them success in the short term and forever, which is really powerful. And I also feel like once they move into that maintenance program, they get to like reap all the fruits of their labor because they’ve done all this great stuff. And now they’re coasting a little bit more because they’ve built all that momentum, but they could still like gain a ton of traction just by keeping that thing going, which is so awesome.
33:06 – 33:32
Jennifer Orechwa
Yeah, we pay we’ve had really close attention to what keywords they’re ranking for writing content around that. What are people searching for? What are the solutions that you have? Can we highlight what’s ranking on your website that we can lean into. If your audience is interested in this particular thing, let’s rate more content around that. And so, we’re pretty specific about pillar content and categories and making sure that ongoing, you’re going to draw more people
33:32 – 33:45
Jessica Miller
to you. Yes, I love this so much. Oh, Jennifer, I talked to you about this for hours. People who are listening right now are like, where can I find her? So where on the interwebs can people come and find you to check out your stuff and consume all the good things?
33:45 – 34:08
Jennifer Orechwa
Yes, thank you so much for asking that. We are saltmarketing.co. I’m also on LinkedIn. You can find me. I’m Jennifer Orechwa, O-R-E-C-H-W-A, which it’s pretty easy to find me because there’s not a lot of Orechwas out there. But feel free to connect with me there or reach out to us online. We’d be happy to support you and help you define your messaging and make sure that you’re differentiating and really drawing your ideal plans to
34:08 – 34:27
Jessica Miller
you. This was so good. Thank you so much for being here, Jennifer. For everybody who’s listening to this, we will link everything in the show notes so you can find Jennifer run, do not walk to go check her out. She’s amazing. And Jennifer, thank you again for being on the show as the highlight of my week. And for everybody, we will see you next week. Thanks again, Jennifer.
34:27 – 34:27
Jennifer Orechwa
Thank you.
