Nutraceuticals Marketing: How To Develop A Social Media Strategy

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Nutraceuticals marketing is hard. You know it and we know it. However, if you do not properly market your nutraceuticals business, then you are simply out of business.

That said, many businesses fail to fully leverage social media in their marketing plans. They post here and there, but their “strategy” ends with just writing some content and spending money on FB or Google advertising.

You already know this is a huge mistake, you just don’t know why.

I do not have all the numbers, but the majority of internet users are on Facebook. Worldwide, 26.3% of the online population use Facebook… Over 2bn people can be reached through Facebook ads. But only 6 million of those businesses pay to be ‘active advertisers’.

Based on the above, is it any wonder marketers are using social to grow their business? Here is a post from Social Bakers, a marketing platform, that shows how important is marketing on Facebook.

Nutraceuticals Marketing: How To Develop A Social Media Strategy 7

Number of brands promoting on Facebook. Source: Social Bakers

Nutraceuticals Marketing: How To Develop A Social Media Strategy 8Here’s the problem you are facing: “going social” isn’t as easy as it looks. Simply posting on social won’t help you reach your sales and conversion goals.

In today’s blog post, we will cover the basics of a successful social media program, including methods and metrics.

Let’s Start With The Best Methods of Well-Executed Social Media Marketing For Your Nutraceuticals Business

There are four steps in a successful social cycle:

  1. Listening
  2. Influencing
  3. Networking
  4. Selling

Nutraceuticals Marketing: How To Develop A Social Media Strategy 9All four of these steps are key to reaching social media success. However, you may realise that it all starts with step 1: Social Listening.

What Listening does is that it gives you the insights you need to perform the other 3 steps well. It gives you’re the necessary data to start developing a strategy that will give you influence, a network of people you can speak to, and probably lots of leads and sales.

The important thing, of course, is to be able to convey your information in front of your prospects and customers where they spend their time the most. For most retail supplement, vitamin and nutraceuticals businesses, that includes one or more of these top social networking sites. If you are selling B2B, LinkedIn and possibly Twitter is your best bet.

But Sal won’t this take a lot of time from my work day? Don’t worry. Social media marketing isn’t about exchanging worthless messages with your prospects and customers. It’s about properly executing the whole social cycle (listening, influencing, networking, selling) while minimizing your costs—which means you need to master the methods and metrics for all 4 of the steps.

Step1. Social Listening

If you read our previous blog posts, you already know that your first step is to start identifying your target audience. This is key to creating a successful social strategy.

If you are already posting content online, you may or may not getting some comments. Some of these comments are positive. You’ll want to be there and respond with a great big thank-you.

Other comments aren’t so positive (and some are downright negative, as above). They need immediate attention so followers know you’re present and accessible.It’s a lot like customer support. And in the same way, it can help or hurt your public perception.

If you don’t answer, it leaves a bad impression. On the social networks, it communicates that, whether they buy or not, you will not respond to their problems.

But when you do respond, by listening and responding appropriately, you can connect with your fans and followers, find and fix issues you may not be aware of, and build incredible good will.

The key, of course, is to make listening your #1 priority and use your insights to inform the other 3 stages of the social success cycle.

What Goals You May Have For Social Listening

What are you listening for? When tuning in to social conversations, your goals are to:

  • Track how your ideal audience or your customers perceive your brand
  • Find out topics you need to be talking about
  • Perform customer research
  • Conduct competitive research

When it comes to listening, you want to focus on the following three things:

  • Your brand– Monitor mentions of your company name, your products, or any other identifying information.
  • Your competitors– What people say about them? Is it positive or negative? And what are your competitors saying about you?
  • Influencers– Listen for the topics influencers are talking about, and take a close look at the content they’re producing. This will give you an indication on what your ideal audience likes, dislikes and how they respond to each influencer.

What your goal is to listen to understand the public sentiment towards your brand and the topics that relate to your brand. At the same time, it can also help you perform real-time customer service and identify product or content gaps that need to be filled.

How to Putting Your New Listening Skills to Work

Listening is only half of the equation. You also need to respond to everything you see and hear and concerns your product or brand.

If you are a marketing person in small to medium sized business (aka between 15+ people) you may need to consider a strategic “feedback cycle” as the best way to do this. Otherwise, if you are a-one/two person army, you do it yourself.

What is a feedback cycle? It’s a process you create for your teams to use when addressing issues that arise during social listening.

Here’s how it works…

A person for your team may act as a social media manager that monitors conversations. They don’t really have to spend their entire time watching the monitor as they can plug the brand name, product name or anything else in a monitoring application and each time is triggered, it send them an email or a notification on Slack.

When your social listener sees a complaint or issue i.e. on Instagram or Facebook, your process starts. They will be responding with a “Thanks for your feedback, I will have the X Manager get back to you ASAP” meaning that “you’ve been heard”—and then route the issue to the proper team. This happens within 1 hour of the complaint/issue.

Once the issue has been forwarded to the appropriate person, this person will then respond to the complaint, aiming to resolve it completely within 24 hours.

Here’s why it works…

Having someone listening to social chatter is great, however, most times than often, they often don’t have the specialised knowledge or authority to resolve the issues that will arise. They may not know if this supplement is good for hair, or if this vitamin has any side effects or you name it. And sometimes they don’t know who should take care of those issues, either.

I can’t count how many times I saw social media people ignore issues and forget about them, resulting in untold damage to the brand.

But with your feedback loop, that won’t happen. You will create a flowchart that clearly maps out the most appropriate departments for resolving different issues. For example:

  • Who in Customer Care will handle customer service issues
  • Which person from Content team will handle content issues
  • The best person from Product team will handle product issues

etc, etc…

As mentioned previously, you create a process.

In this way, your social listener knows exactly who to alert when issues arise, and your social media team is able to quickly respond to anything they see.

Metrics to Watch

What should you measure to track your social listening efforts?

  • Reputation score(AKA sentiment level). Are people happy or sad when talking about you? Is the tone negative or positive?
  • Retention rate.Are you retaining customers (and followers)? If not, why?
  • Refund rate.Are you able to resolve issues without having to issue refunds?
  • Product gaps identified.What suggestions are people making for new product features?
  • Content gaps identified.What content should you develop to answer questions and resolve issues before they arise?

Step 2. Social Influencing

At this step, your aim is to direct your followers’ opinions, attitudes, and behaviors. Since you’ve been listening, this task it’s relatively easy.

How do you know if your influence is growing?

  • You get more engagement – if people liking, retweeting or sharing your posts, and people commenting on your posts.
  • Your traffic numbers increase – people click on your links.

Just as a reminder, this stage of the success cycle is influenced by the social listening you did in Step 1. You never stop there, of course – once the cycle is complete, you’ll perform every step every day.

What Are The Goals for Social Influencing In Your Nutraceutical Marketing Efforts?

During this phase of the social success cycle, you’re trying to:

  • Increase engagement with your followers
  • Start conversations around the topics related to your business
  • Boost traffic to your site
  • Build awareness of your products and offers
  • Grow your retargeting list

Retargeting is an advanced tactic that can significantly boost your bottom line. We will be discussing retargeting in a later post.

What Are The Metrics to Watch?

How do you know you’re building your social influence? These are the metrics that matter most:

  • Site engagement rates.Are you getting more social shares and comments?
  • Traffic by channel.Traffic from your social media channels should increase over time.
  • Offer awareness.People see and respond to the offers you make in social media.
  • Retargeting list growth.Through retargeting, you’re able to get your offers in front of people who are most likely to buy from you.

Need help boosting traffic from social media? Request a free marketing audit from Centis.

Step 3. Social Networking

It’s at this step that you connect with other influencers and authorities and begin to move the needle.

You must know by now that social networking is important for all businesses, whether you’re just getting started, scaling, or expanding into new markets.

After all, networking is just networking – doesn’t matter where (or how) it happens.

The Process of Social Networking

Every time you create and publish an article on your blog, or have a new offer, you’ll create social media posts that get the word out.

You’ll also share content from other people if it relates to your brand’s primary topic and helps your followers. You’ll also engage with people one-on-one, both asking and answering questions.

That’s it.

By adopting a similar approach, you won’t just attract followers, but you’ll also build good will.

What Are Your Goals for Social Networking?

During this step of the social success cycle, your aim is to:

  • Share content. This content may relate topically or target people at different topic levels.
  • Create goodwill with other people or brands that are similar to yours.
  • Over time, transform that good will into profitable partnerships.

What Are The Metrics to Watch?

To measure the strength of your social network, you need to monitor these metrics closely:

  • Number of inbound links.A growing network will give you more backlinks to your content over time
  • Number and description of earned media mentions.Consider the relevance and value of the mentions and who they come from
  • Number and description of earned strategic partnerships.Are you reaching out to form partnerships with prospects, or are they reaching out to you? How relevant are those brands to your business, and what is the value of those relationships?

STEP 4. Social Selling

The fourth and final step of our social cycle is social selling.

This step is particularly exciting. After completing all the previous steps, such as listening to your prospects, building authority and establishing a network, you can start putting your offers in front of people—and possibly converting them.

How do you sell socially?

The short answer is by creating funnels. You will need to create not one, but multiple funnels to move people through them.

For example, let’s say that you create blog content that addresses a few pain points of your targeted audience, and in that content, you will include an opt-in offer. Then you’ll promote the content in social media (going through Steps 2 and 3 of this cycle).

By promoting this content to your social network, you will direct traffic to your web site, where people will read your content, and also see your offer.

If they respond – meaning they opt in, and depending on your industry – you’ll immediately make an upsell offer—a low-priced product designed to convert your new lead quickly into a customer. This is mainly applicable to nutraceuticals retailers such as vitamin stores, supplement ecommerce stores etc.

If you are a nutraceuticals manufacturer or you sell ingredients to nutraceuticals companies, then your opt in maybe more of a information-type product, such a check list, a report of a kind (i.e. “10 Best Selling Supplements To Stock This Year”) which lead to an upsell such as a free product trial or a webinar or an online analysis of the client’s business (i.e. Let us tell you what products to stock to sell 10x than your competitor)

But what if a visitor doesn’t respond to your offer?

The answer is equally simple. You’ll retarget them with a relevant ad, so they will not forget about you or your business in the next 30, 60, or 90 days – that could lead to a conversion after they leave your site. The same ad takes them to a funnel, where they’re offered the same or a related offer —and then an entry-level product.

Of course, you should also try to upsell and cross-sell to existing customers.

Let’s work out a couple of examples.

If you are a nutraceuticals manufacturer, selling B2B and your client buys vitamin C, it makes sense to either make a better price for a larger quantity or upsell them a multivitamin.

Same thing if you are a nutraceuticals store selling B2C. If someone buys Fish Oil, it makes sense to either offer them 2,3 or 6 packs for a better price or ask them to add to their offer a multivitamin or something similar. Retarget them with the next logical offer.

The point is this: Don’t simply create one offer. Create a buying path that boosts the lifetime value of every customer.

Goals for Social Selling Nutraceuticals & Vitamins

Your goals at this step are to:

  • Generate leads to grow your email list.
  • Acquire new nutraceuticals customers and upsell/cross-sell existing customers.
  • Increase buyer frequency, turning one-time customers into raving fans.

Metrics to Watch

To track your success at social selling, watch these metrics:

  • Number of leads.How many people are added to your email list?
  • Conversion rate of the offer.Are your offers converting? If not, then maybe your offer isn’t relevant to the buyer’s needs.
  • Buyer frequency.Obviously, no business can survive with one time purchases. You want customers to buy repeatedly and often.

How Will You Measure Your Social Media Success: The Metrics

We’ve talked about specific metrics for tracking the 4 steps of the cycle, but there some more metrics that can show you whether you are nailing it. Here are three more metrics you need to watch:

Total Share & Like Rate

Every social share and mention is a form of social “acceptance”. Truth be told, no one shares something they don’t like…

Your task: Measure the sum total of all social shares (Facebook, Likes, Tweets, LinkedIn shares, etc.) and comments on a piece of content, then benchmark it against the next one.

Traffic by Channel

Getting likes and shares is one thing. Where do they come from is another. So it’s important to understand where your social traffic is coming from.

Lots of engagement is an indication that people like and a topic you posted. Low engagement tells you you didn’t do a good job. Try harder next time.

Your task: Find out who likes your content and how often it’s being shared. From that, you can figure out what’s working and where you need to improve.

Social Media Conversions

Once you figure out the traffic that’s coming from social channels, the next step is to calculate your conversions from social media.

Your task: Find out  the percentage of visits from social media that lead to an action a web page you are targeting. To find out exactly how to do it, here is the formula:

[traffic from social media] divided by [total traffic]

Obviously, the higher your conversion rate, the more successful your social media marketing is.

Bottom Line

Like it or not, our world is social – at least digitally. Your customers spend their time on social media, sharing their opinions related to you, your brand, and your industry.

Question is, are you listening to what they say?

The approach I’ve shared in this blog post will help you create a more strategic social media plan. This plan will help you monitor, analyse and respond to conversations taking place online, as well as getting you in front of your customers.

 

About The Nutraceuticals Marketing Blog

Each month (and maybe more) we blog about best practices in digital marketing with a sole focus in the nutraceuticals, vitamins and health/dietary supplements space.

We offer digital marketing specifically for the nutraceuticals industry. Unlike any other generic agency, we are highly specialised and we know all the players, the market and how we can best help you achieve your goals.

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