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The wellness industry has received a lot of criticism for making false promises. Small businesses need to be careful about making health and wellness claims without proper studies to prove efficiency.
At the same time, this doesn’t necessitate being shy in your advertising and promotions.
To guide you, five strategies for health and wellness small business owners to build and amazing business.
To be blunt, the modern consumer places way more trust in their peers and other consumers than in the brands they do business with.
Case in point, Convince and Convert found that 83% of consumers say word-of-mouth is a key driver of their purchasing decisions. To add to this, BizRate Insights explains that 92% of consumers read at least one customer review when deciding whether or not to make a specific purchase.
For companies operating in the health and wellness industries, showcasing social proof is vital for converting potential customers. Reason being, it provides your prospects with actual, real-world examples of the benefits of your products or services.
Natural Stacks’ product review and customer testimonial ads direct shoppers to collection pages that likewise feature reviews prominently
The other side of soliciting social proof from your satisfied customers is that it allows them to become even more engaged with your brand. What’s more, those that provide social proof of your brand’s value will inherently become more aware of how your brand has been integral to their life, overall.
100% Pure uses both product reviews as well as user-generated content in its ads
Product-specific ads have 4-6 x higher CTR (click-through-rate) than static ads, and brands who use retargeting see average uplifts of 8-10% in eCommerce profit. Here’s how retargeting works:
A potential customer visits your website, checks out a few pages and products, but leaves without making a purchase. Using tracking cookies to automatically identify the individual, you can then target them on various social media channels, as well as Google and sites belonging to its advertising network.
On these platforms, you’ll be able to automate the delivery of advertisements tailored specifically to their on-site experience. Natural Stacks’ retargeting uses Facebook’s dynamic creative to upload multiple images and calls-to-actions.
Notice that each ad opens with, “Did you forget something? 🧐 I noticed that you started checking out, but didn’t quite finish the process.”
The goal here is to get potential customers back onto your eCommerce website in order to get them to convert.
Note: You can also be a bit more nurturing with your retargeting ads, presenting valuable content and offers that can re-engage potential customers in a less-salesy manner.
Since demand for your products will fluctuate over time, you’ll need to tailor your approach to promoting them accordingly.
To be sure, there are times throughout the year in which overall consumer demand spikes. The holiday season presents major opportunities for retail brands in almost any industry.
Still, you’ll need to dig deeper into trends within your industry and niche in order to identify opportunities that are more applicable to your brand. Depending on the specific health and wellness niche your brand belongs to, this may mean:
Lastly, sales events don’t have cut into your bottomline. Get creative with how you structure your offers. On Black Friday, for instance, 100% Pure promoted its deal through a $45 minimum spend threshold. Only after adding full priced merchandise was the holiday collection unlocked through a special link within the cart itself:
Running contests, competitions, and other interactive campaigns on your social media channels is an effective way to generate engagement among your current and prospective customers. But those are all primarily new customer tactics.
There are a variety of ways to make this happen. Subscriptions, which we’ve hit on above, is one way. Related inventory through in-cart, post-purchase, or email upsells is another:
Native Deodorant leverages subscriptions, add-to-cart upsells, and post-purchase downsells—which customers can buy with a single click—during its checkout process
Referral and loyalty programs do likewise:
The key ingredient in each—most notably for recurring order of the same product to customers—are knowing your own product life cycles: the average time it takes someone to consume your product. That way, you can reach out again at a personalized time.
You’re likely well aware of the prevalence of influencer marketing campaigns within the health, wellness, and beauty industries today.
However, this isn’t to say that influencer marketing is inherently effective in generating engagement among your target audience. In order to reap the benefits of this method of brand promotion, you need to approach it strategically. The keys to doing so …
Ensure your influencer’s content is informative, and demonstrates optimal use of your products. As with social proof, your audience is more likely to take direction from well-known influencers than from your (up until now) unknown brand.
Avoid sensationalizing your products or services to any degree. While you definitely want your influencer’s content to paint your brand in the best light possible, it’s imperative that the information they provide is 100% truthful and accurate.
Optimize the way in which your influencers present their branded content. For your influencers to engage your target audience as intended, they need to publish the right content, on the right platform, at the exact right moment.
Snow Teeth Whitening’s influencer campaigns led to breakthrough growth; in many cases, its influencers are also investors in the company, making it more cost-effective and meaningful
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