People want to eat healthier, feel better and live longer. That desire has caused a boom in the global health and wellness market, which now rakes in almost $4 trillion dollars each year. The supplement industry alone contributes over $120 billion annually to the U.S. economy.
That has proved both a blessing and a curse for those marketing nutritional supplements and other wellness products. The industry is growing, but so is the competition. In such cutthroat times, the only way to stand out and stay alive is to develop a formidable health and wellness marketing plan. Here are a few strategies that can help you do just that.
Define Your Unique Selling Point
The world is full of products that promise to restore the body to health and ward off disease. So what makes your brand different? What do you deliver that no one else can?
Perhaps it’s a key ingredient, a secret recipe, a revolutionary new process, a unique philosophy, an interesting personal story, or a commitment to a social cause. In the end, it doesn’t matter what distinguishes your products or services, just so long as you know what sets you apart, and as long as you’re able to communicate that selling point to your target audience.
We live in a visual culture. Today, the average person has a shorter attention span than ever before, and yet there’s far more competing for that limited attention. Hence the need for powerful images. A picture is usually the first thing that catches someone’s eye. And since photos are easier to digest than other forms of content, they tend to have the biggest impact.
That’s particularly true in the health and wellness industry. People eat up photos of mouthwatering ingredients. They also love to see vibrant customers and infographics that offer health tips. In the digital age, one stunning graphic can do more than pages of ad copy.
One thing to remember: It pays to invest in quality visuals. These days, expectations are high. Grainy or poorly lit photographs may do more harm than good. An incredible product shot, on the other hand, represents a great marketing opportunity. It’s your chance to grab someone’s attention and make a strong first impression.
Produce a Video
A video is the perfect medium for telling a story, and marketing is all about storytelling. What kind of tale you create depends on your brand, your product, and your strategy. You could recount the history of the company, talk about the social causes you’re involved in, or film your team in action.
Better yet, you could show the world how you’ve helped people lived healthier, happier, longer lives. One of the best ways to do that is with testimonials. When it comes to wellness products, people trust other people more than they believe far-fetched claims or fancy ads. Whatever you do, make it simple and keep it short. There is a place for in-depth, long-form videos, but most of your content should come in the form of easily digestible clips.
Fortunately, you no longer need to be a pro or have a huge budget to create quality videos. Nowadays, there are tools that can do much of the work for you. From FilmoraGo to Adobe Premiere Clip, there are plenty of nifty apps that help you can help you create mini-masterpieces.
Social media used to be the exclusive domain of the younger, hipper crowd. Now everyone lives online. That means no brand can afford to ignore it. Even if your customer base is older and more sophisticated, you’ll need to have some kind of social media presence in order to get the word out about your product.
The key to a successful strategy? Be intentional. Instead of approaching social media in a haphazard, scattershot way, think carefully about your goals and then choose one or two channels that promise to yield the best results.
Where does your target audience spend the most time? Establish a presence there. Do you already have a presence on a particular platform? Stick with that one, at least when you’re starting out. Do you need incredible analytics? Facebook might be your best option. Do you want to focus on visual content? Instagram might be a better choice. Is video content key to your straetgy? It might be time to set up your own YouTube channel.
Does It Work?
There’s no point investing in a digital marketing campaign unless you know you can get results. But do these strategies work? At National Positions, we know they do, and we’re no strangers to health and wellness marketing campaigns. Not long ago, we helped Forrest Health, a natural health supplements company, achieve stunning results by overhauling their digital marketing strategy.
Our targeted Google shopping campaign gave them the single largest increase in paid search traffic in the company’s history. Not only did they see visitor numbers jump from 13,000 to 25,000; they also garnered 80% more transactions, which generated over 65% more revenue. In other words, we encouraged a lot more people to discover the brand, engage with the content, and become customers.
We also worked with 1-800-WELLMED, a leader in the nutritional supplements manufacturing and distribution. By optimizing their online presence and launching a giveaway campaign, we were able to take their brand viral, generating over 10,000 hits in the course of a single day.
Those are just a couple of examples, but our track record is clear: we know how to help health and wellness companies expand their reach and grow their business. Want to see what we can do for you? Contact our team to start your digital journey today.
