In five days, the calendar flips to 2022…and with it comes the single biggest influx of new clients your wellness business will see all year. The New Year’s resolution crowd is coming. The only question is whether they’ll find you or your competitor first.
Social media right now…the last week of December…is your preparation window. What you post this week determines how many resolution-makers choose you in January.
Start the Conversation Before January 1
Don’t wait until January 2 to post about New Year’s goals. Start now, while people are thinking about what they want to change.
Post ideas for this week:
- “What’s one wellness goal you’re setting for 2022? Drop it in the comments…we’ll cheer you on.”
- “Thinking about getting back in shape in January? Here’s what our studio offers for beginners…no experience needed, no judgment.”
- “New Year’s resolutions don’t have to start on January 1. They start the moment you decide. We’re ready when you are.”
These posts build anticipation and start a dialogue. When someone comments their goal, respond to every single one. That personal interaction is what converts a follower into a client. For more on preparing your full marketing plan for the January rush, our content marketing prep guide for San Antonio wellness businesses walks through the planning process step by step.
Create a “January Special” Announcement
Design a clean, attractive graphic announcing your January promotion and post it the week between Christmas and New Year’s. This is when people are home, scrolling their phones, and mentally preparing for their fresh start.
Examples:
- “January Unlimited Classes…$99 for the entire month. No contract, no commitment.”
- “New Year’s Special: 3 personal training sessions for $149 (normally $225).”
- “Resolution Package: 30-day nutrition plan + weekly check-ins + 2 consultation sessions.”
Pin this post to the top of your social profiles so it’s the first thing anyone sees when they visit your page in January. To make sure your website is ready to convert those visitors, our website optimization guide for health and wellness businesses covers the technical side of capturing resolution traffic.
Share Transformation Stories
Nothing motivates like seeing real results from real people. With client permission, share before-and-after photos, testimonials, or short video interviews.
“Meet [client name]. She walked into our studio in March feeling overwhelmed and out of shape. Nine months later, she’s stronger, more flexible, and sleeping better than she has in years. Her advice for anyone starting in January? ‘Just show up. The rest will follow.’”
Tag the client. They’ll share it. Their friends will see it. Some of those friends will become your January clients. For more on social media strategies that drive new year sign-ups, our social media guide for wellness businesses during new year prep covers updated tactics for reaching resolution-minded audiences.
Film a “What to Expect” Video
First-timer anxiety is the biggest barrier for resolution-makers. They want to start, but they’re intimidated. They picture a room full of fit people judging them.
Film a short video…60 to 90 seconds…walking through what a new client’s first visit looks like at your business.
- Show the front entrance and parking
- Walk through the reception or check-in process
- Show the workout space, studio, or treatment room
- Introduce a friendly team member
- End with “Everyone starts somewhere. We can’t wait to meet you.”
This single video can be the deciding factor for someone choosing between your studio and staying on the couch.
Plan Your January Content Calendar
Sit down before the ball drops and plan your first two weeks of January content:
- January 1-2: Motivational “new year, new you” content. Welcoming messages. Class schedules.
- January 3-7: Tips for beginners. What to wear, what to bring, how to prepare.
- January 8-14: Spotlight your team. Show the humans behind the business.
Having content ready means you can focus on serving the rush of new clients instead of scrambling to post something between classes.
The resolution rush is a gift. Prepare for it, and January 2022 will be your best month yet.
From all of us at Grow My Small Business…happy New Year, San Antonio. We help wellness businesses build websites and digital marketing strategies that grow year-round. Visit our free resource library at https://gift.growmysmallbusiness.com/.