Wellness Marketing 101

Episode 9 Why Staying True to Your Expertise Attracts the Right Clients

What You’ll Learn:
Why being a Jack-of-all-trades hurts your brand and confuses your ideal customer
The importance of focusing on your area of expertise in marketing
Real-world business analogies from GoPro, Garmin, and energy drink brands
A personal story from my days as a college swimmer—and what it taught me about business focus
How targeting too broadly leads to wasted time, effort, and content marketing burnout
Key Takeaways:
Confusion is your biggest enemy. If your ideal customer isn’t sure what you do or who you serve, they won’t buy.
It’s better to start small and specific, then scale your business strategically.
Don’t "throw spaghetti at the wall" with your messaging—clarity and consistency win every time.

Episode 8 What is Social Identity Marketing (And How to Use It for Your Wellness Brand)

In this episode of Wellness Marketing 101, I break down social identity theory and how small health and wellness businesses can use it to build stronger, deeper connections with their ideal customers. Drawing from my academic background and real-world entrepreneurial experience, I explains how identities—like being a mom, an athlete, or an immigrant—influence buying behavior, and how businesses can align their messaging to resonate authentically with their ideal customers.
 
What You’ll Learn:
What social identity theory is and why it matters in marketing
How people form multiple identities throughout life
How to uncover the identities that drive your customers' decisions
Real-world brand example: how Bumbleride strollers speak to both eco-conscious and athletic moms
The power of messaging: tailoring your language to the motivations behind your customer’s identity
The importance of market research in understanding your audience's "buying identity"
Key Takeaways:
Consumers buy through the lens of identity—learn which one your brand taps into.
You can (and should) speak to overlapping identities (e.g., mom + athlete + environmentalist).
Different customer motivations (want to look good/feel good vs. a medical problem) require distinct messaging strategies.

Episode 7 How to Use Storytelling to Attract Your Ideal Wellness Clients

In this episode of Wellness Marketing 101, I dive into one of the most powerful tools in small business marketing: storytelling. Discover how your own authentic stories can help your health and wellness business connect deeply with customers, stand out from the crowd, and build lasting loyalty that will turn into your customers into brand advocates.
Drawing from my personal experiences—from growing up in Bulgaria to supporting small local businesses in the U.S.—I explain why storytelling isn't just good marketing; it's human psychology in action. I also share actionable tips for crafting your brand's story to make sure you elevate your brand message online and offline.
 
Key Takeaways:
Why storytelling works: Humans connect with stories emotionally before they respond logically.
Real-life examples: From family-owned stores in Bulgaria to local eco-friendly cleaning services in the U.S.
Marketing psychology: Storytelling helps customers remember your message and trust your mission.
Practical storytelling prompts: Share your why, your mission, and the impact you're creating.
Advice for small business owners: Use storytelling to build internal and external brand loyalty.
Insights from conversations with my students: How price sensitivity and target demographics affect story-driven sales
Action Steps:
Reflect on why you started your business. Tell your story!
Share a story about a customer experience or early struggle.
Incorporate your story into your digital content.
Train your team to align with your brand values (internal branding).

Episode 6 Why Self-Care is a Business Strategy for Wellness Entrepreneurs

In this episode, I describe my personal journey with self-care, stress, and the practices that helped her navigate challenging transitions—from immigrating to the U.S., surviving the rigors of a PhD, to motherhood and entrepreneurship. I share how physical activity, particularly swimming and hot yoga, became my anchors and mental health support system. This episode is a must-listen for wellness business owners who often put others first and need a reminder to refill their own cup.
 
What You’ll Learn
Why self-care is essential for entrepreneurs and busy moms
How Boriana transitioned from a casual swimmer to a Division I collegiate athlete
Battling stress and panic attacks during a PhD program
Discovering hot yoga and its impact on anxiety and focus
Real-life tips for integrating self-care into your daily routine
The link between movement and creativity in business
Takeaways:
You can’t pour from an empty cup—prioritize self-care even in busy seasons.
Physical activity can unlock mental clarity and business breakthroughs.
Self-care doesn't require hours; even 30 minutes can make a major difference.
Creating space away from screens and social pressure fosters better ideas and deeper connections.

Episode 5 Three Marketing Must-Haves to Launch Your Wellness Business

In this episode of Wellness Marketing 101, I break down the three essential building blocks every small business owner must have when starting out: a clear value proposition, a deep understanding of your ideal customer, and a strong support system. These foundational elements will not only guide your marketing efforts but also help you grow your wellness business authentically and sustainably.
Key Takeaways:
Your "why" matters – share your story to build authentic customer connections.
Don’t stop at demographics – create detailed customer personas that include motivations and frustrations.
Referrals and customer service are powerful tools for small business success.
A strong support system is essential for balancing business, personal life, and self-care.

Episode 4 How to Balance Motherhood, Business, and a Full-Time Job

Are you juggling motherhood, a demanding full-time job, and the hustle of building your wellness business? In this practical episode, I share my personal routines and time management tips that keep me grounded, productive, and focused. Learn how waking up early, leveraging downtime, asking for help, and practicing self-care can dramatically improve your balance and mental clarity.
Key Takeaways:
Wake Up Early: Gain a head start to handle family and business needs with less stress.
Maximize Downtime: Use travel time (when not driving) or passive moments to catch up on tasks.
Plan Ahead: From meal prepping to content prepping—prepare so your week runs smoother.
Ask for Help: There’s no shame in leaning on your support system.
Prioritize Self-Care: Movement, nature, and stillness aren’t luxuries—they're necessities.

Episode 3 How Persistence Pays Off in Building Your Wellness Business

Whether you're juggling a full-time job, parenting, or feeling stuck on the content treadmill, this episode will remind you that staying consistent—even when you don’t see results right away—is key to building a sustainable business.
What You'll Learn:
Why persistence is non-negotiable for entrepreneurs
A behind-the-scenes story of how I overcame years of rejection from academic journals when trying to publish academic work
How to reframe setbacks as stepping stones
Real talk on balancing business, family, and self-doubt
Motivation to keep showing up—even when no one seems to notice
Key Takeaways:
Entrepreneurship is a long game—don’t quit before your breakthrough.
It’s okay to feel tired, but don’t let that stop your progress.
Lean into your “why” when motivation runs low.
Sharing your struggles can keep you grounded and supported.

Episode 2 Why I Started This Podcast for Wellness Entrepreneurs

In this episode of Wellness Marketing 101, I dive into the why behind launching my business and this podcast. I share my mission to support purpose-driven health and wellness entrepreneurs and explain why marketing should empower—not manipulate—your audience. Discover how value-driven strategies can set your brand apart in a saturated market, and why understanding your “why” and your ideal customer is the foundation of your business.
What You’ll Learn:
Why I started Black Sea Advanced Marketing Solutions
The shift from manipulative marketing to values-based connection
What the #CancelKelloggs movement teaches us about modern consumers
The importance of building a solid marketing foundation before diving into tactics
How to identify and communicate your brand’s value proposition
Why knowing your ideal customer is critical to your success
The analogy of marketing like building a house—start with the foundation
Connect With me:
📧 Email: blackseaams2023@gmail.com

Episode 1: From PhD to Purpose-Driven Marketing: How I Got Here + What to Expect from Wellness Marketing 101

Welcome to the very first episode of Wellness Marketing 101! I’m Boryana—a marketing professor, mom of three, health and wellness enthusiast, and founder of Black Sea Advanced Marketing Solutions. In this episode, I share the deeply personal and professional journey that led me from Sofia, Bulgaria to launching my own purpose-driven marketing coaching business in the U.S.
You’ll hear about how I navigated higher education as an immigrant, found my calling in marketing education, and why I’m on a mission to help health and wellness businesses grow authentically. I’ll also give you a glimpse into what this podcast will cover and how it can support you—the small business owner—on your path to sustainable, value-based growth
What You'll Learn:
My origin story: From Bulgaria to becoming a U.S. marketing professor and solopreneur
How a chance suggestion led me to pursue a PhD in Marketing
The role of mentors, resilience, and intuition in choosing a career path
Why I left corporate dreams behind to embrace education and entrepreneurship
How motherhood changed the way I view marketing and influenced my business philosophy
What “marketing done right” really means for wellness brands
The mission behind Black Sea Advanced Marketing Solutions
A preview of the actionable, organic marketing strategies I’ll share in future episodes
Connect with Me:
💼 https://www.blackseaams.com/
📸 Instagram @blackseams
🎓 LinkedIn