eCommerce
How to Market Your Dietary Supplements
The dietary supplement industry is expected to grow to over 128 billion dollars by 2028. There are so many companies producing dietary supplements and competing for customers. How can you make your company stand out?
Coming up with new supplement marketing ideas is challenging when you’re trying to get ahead of your competitors instead of following their lead. We’re here with a few quick marketing tips that can help you out.
Read on to learn more.
Identify Your Target Audience
So who are your supplements for?
Many supplement business owners think that they should target everyone who works out or wants to pursue a healthier lifestyle, but this isn’t always the case. While casting a wide net can work, it may be best to specialize at first.
Targeted marketing is often more effective. Trying to attract everyone means that your marketing campaign can end up looking too generic.
So how do you choose a target audience?
Try to choose a specific population within your overall target audience and start a marketing campaign that targets that population. Let’s use millennial women as an example.
What do millennial women want from their supplements? What types of fitness and health content are they consuming? How can you highlight the benefits of your products as they relate to the needs of those women?
You may mention skin and hair benefits as well as muscle-building benefits. You’ll likely use different packaging and influencers (more on that later) for this specific campaign.
Despite targeting a smaller audience, you may end up with more conversions.
Set SMART Goals
Every marketing campaign starts with goals. What do you want to accomplish?
SMART goals are best. SMART stands for:
- Specific
- Measurable
- Achievable
- Relevant or realistic
- Time-bound
These goals will help you stay on a path until you get the results that you want. If the path isn’t effective, you’ll be able to make adjustments because you’re tracking your goals (hence the measurable aspect).
An example of a bad goal is “get more customers.” An example of a SMART goal is more like “Gain 50 new customers in the month of October.”
You’ve given yourself a specific goal and a deadline, and you can track your progress with ease. Depending on your business, 50 new customers is a realistic goal.
Create a Top-Notch Website
In 2022 (and beyond), very few businesses can get by without a solid website. Yes, some brick-and-mortar supplement businesses make it work through social media alone, but you’ll find that many customers won’t buy from you when they’re unable to get a feel for your products online.
If your business is online only, you should have more than just a storefront. An aesthetically pleasing and SEO-optimized site is a marketing tool.
Your site should be easy to navigate and responsive. It’s helpful to find opportunities to utilize good SEO practices. Many business owners do this via a business blog, but even having a strong landing page and strong product descriptions can make a big difference.
You could make your website on your own, but it’s best to have a professional help you out, especially when you’re first getting started.
Run Google Performance Max Campaigns [Previously Google Shopping]
Google Performance Max is a new paid advertising product that is designed to help businesses promote their products and services to potential customers. It is an advertising product that will be available in the Google Adwords platform.
The goal of this new advertising product is to help advertisers reach their customers in more relevant ways.
Our supplement clients are regularly experiencing between 2x-6x ROAS with this product.
Get on Social Media
Social media is your best friend when you’re marketing dietary supplements. It’s an affordable tool, and you know that you’ll reach a large portion of your target audience.
There are plenty of social media platforms to choose from, and you don’t necessarily have to use all of them. As a matter of fact, because not all target audiences are equally represented across platforms, it’s best to narrow your scope and choose wisely.
For example, millennials and gen z-ers are often on TikTok and Instagram, while gen x-ers and beyond tend to spend more time on Facebook.
Make sure your brand voice and image is consistent across your platforms. You may want to work with a graphic designer to help you create content that’s aesthetically pleasing, and that matches your personal brand.
Running a social media page isn’t always easy, especially if you’re trying to manage your entire business on your own. Having a team to help you with captions and content will allow you to post consistently without burning yourself out.
Partner with Relevant Influencers
Influencer marketing might seem inaccessible for a newer supplement company, but if you choose wisely and work with a team who specializes in influencer marketing, this isn’t the case. You can connect with micro-influencers and major influencers alike (and both of them have their benefits).
Micro-influencers are influencers with audiences between 10,000 and 50,000. This may seem like a lot of followers, but in the grand scope of things, it’s not.
Micro-influencers tend to be more affordable and some people find them more trustworthy. Standard influencers have larger followings so they can reach more people, but percentage-wise, they may have fewer conversions.
Pick an influencer that makes sense for your brand. Using the example of millennial women again, it makes sense to choose a female millennial “gymfluencer.”
It would make sense to use a male bodybuilder or even a beauty guru because their target audiences are different.
Make Sure Your Packaging Sells
Strong packaging can make a difference. Consider the things you seek out as a customer. Even if you know two products are equal, aren’t you inclined to pick the one with better packaging?
Yes, you can sell fantastic products in boring packages, but you’re not giving yourself the best chance of success. All marketing strategies should include product packaging design and development.
Start Crafting Your Supplement Marketing Strategy
Even if you have the best dietary supplements on the market, you need to make sure that your supplement marketing plan is up to par. Products rarely sell themselves.
Use these tips to start developing your marketing strategy so your business can thrive.
Are you looking for help with your marketing strategy? At Forge Digital Marketing, we have everything you need to create a winning campaign. Contact us so we can start working together on your project today.
