According to the World Health Organization, worldwide obesity it has almost tripled since 1975, with 422 million people worldwide diabetes. By these measures, there is a great need for ways to reverse obesity and the comorbidities associated with obesity, including diabetes. The wellness industry is working to answer the call. Whether it’s a dire need or a simple vanity or a wide range in between, consumers are hungry for anything that can improve their health.
Advertisements for wellness products now saturate the market. However, when a trend is ingrained into the fabric of American consumerism, it’s hard to market to a jaded audience. It’s also difficult for buyers to weed out imposters who have snuck in to take advantage of a vulnerable audience.
With scientific advances and an ever-evolving body of research, the room for growth is endless. But standing out in this crowded market is a big hurdle that companies and products face. While store locations and search engine optimization (SEO) are big components of success, they aren’t the only valuable tools in your marketing arsenal. Some ads captivated consumers more. Sometimes changing a single word or phrase in a marketing message can make all the difference.
Even if you have credibility, trust with consumers, great products, and great innovation, if you don’t have the right kind of marketing architecture to scale that message to consumers, your sales go down. Your goal should be to reach as many customers as possible and never have a ceiling.
The focus should be on both retention and conversion. You need to retain an audience with engaging content that converts into sales. If the content doesn’t engage people, buyers won’t stick around to hear the sales pitch.
In short, you can’t be afraid to put things out there. The sooner you are able to test and learn, the sooner you will receive the feedback to iterate and improve something.
These four strategies can help guide your success in standing out from the competition while leveraging your vision.
TRANSPARENCY
When consumers know the truth, that’s when they can take their health into their own hands. That’s why they look for transparency and quality. They want ingredients that work for them. When someone buys my product, I need to make sure they’re not just excited about the product. I want them to know the ingredients and the clinical effectiveness. This builds credibility. Credibility is everything. Credentials to back up what you are saying are of the utmost importance. People need to trust who they are buying from, especially medical authorities. You don’t want to take shortcuts when you’re building a brand. That’s when you jeopardize your legacy.
DEFINITION OF YOUR PUBLIC
The biggest mistake I hear people make is saying “This is for everyone”. While that may be the case, your net is cast so wide that you won’t be reaching the most motivated consumers to buy. Innovation in the actual product is important, but delivery is just as important. Not only should you know your consumer, you should also know what they care about.
TESTIMONIALS
When people see that it is possible, they also believe that it is possible for them. The proof will come from the people who know it’s effective. A satisfied customer can sell your product better than you alone. Consider creating consumer test groups or consumer social media pages to track the experiences of satisfied customers.
INTEGRAL MARKETING MESSAGES
It’s not about assuming your consumers aren’t smart. It’s all about taking the guesswork out of your marketing messages. If a potential buyer has to decode what your product actually does for their health, it quickly becomes problematic. Messages should be clear and concise. Overly scientific marketing is not impressive; it can actually be a diversion. A potential buyer should be able to immediately understand your packaging and advertisements. Remember, marketing trends in the wellness world are constantly changing, so it’s important to stay current and surround yourself with a team of people who are experts in the space so your products don’t get lost, don’t get passed over for high and do not sell.
FINAL THOUGHTS
As the CEO of my company, I believe I can’t be afraid to try different marketing techniques to get the best return on my spend. I challenge myself and my team to constantly bounce back ideas that can work to make noise for our products and increase the number of units sold. And remember that every marketing idea deserves a test drive. Because every test, even if it’s a complete failure, gives me the opportunity to get the feedback I need to iterate and make our marketing message stronger.
The information provided here is not intended as medical advice, diagnosis or treatment. You should consult with a qualified health care provider for advice regarding your specific situation.
Cody Low, CEO and Co-Founder, Veyl Ventures
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