Wellness Marketing 101

Running a business, parenting, and possibly holding down a full-time job? You’re not alone—I am right there with you! This episode will help you better navigate the overwhelm and avoid burnout.   What You’ll Learn: Why unrealistic expectations lead to disappointment and burnout How to be honest about your time and energy as a solopreneur The importance of factoring in self-care and flexibility int...

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 conten...

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 ca...

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 growin...

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 bu...

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...

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: W...

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 tryi...

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 custome...

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 n...