Are you using the full extent of digital marketing for your nutraceuticals company?
The way people find and buy products has radically changed in the past ten years – we gradually moved away from traditional, offline marketing which slowly started to be less effective over time.
At its core, marketing has always been about connecting with your ideal customers in the right place and at the right time.
And where can you find the average person today?
That’s correct – online.
Customers can now be reached everywhere making the world really small: in social media, reading and contributing to sites and blogs, and searching online when to meet their needs.
By using digital marketing to reach your prospects where they spent time, you maximize your potential for your best prospects to see what you are doing, learn more about you, and even ask questions to learn more about you and your nutraceutical products.
However, if you’re new to digital marketing, getting everything to work together in harmony may overwhelm you, making mistakes in the process.
Utilising digital marketing in your nutraceuticals company means that you have a vast ecosystem of strategies and tactics at your disposal, all electronically. Nutraceuticals businesses like yours can leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers.
This means that there are a number of endless possibilities for supplement brands that can incorporate email, video, social media, or website-based marketing activities.
Today, it seems that every other nutraceutical brand out there has a website. And if not, they may have a social media presence. As digital content and marketing have been mainstream, buyers now expect and rely on it as a way to learn about brands.
Pretty much every business. As mentioned before, it is unthinkable for customers now to try to find your web page and not find one. Even if you have just two pages, everyone expects you to be online.
Whether you are a nutraceuticals manufacturer or a vitamins retailer, you not only need a nice looking website to show to people that you are there, but also systems and strategies to generate traffic to that site, convert the traffic to leads or sales and constantly educating customers to your philosophy, products, and brand.
In reality, marketing remains the same since humans started trading thousands of years ago. As back then, businesses of today are striving to achieve and develop mutually beneficial relationships with prospects, leads, and customers.
As the world evolved, and we became closer to each other with the use of computers and smartphones, marketing evolved as well and replaced most traditional marketing tactics that consumers now find, well, dated.
Think back when you made a very important decision for you, your business or your family, that involved the exchange of cash. If you purchased anything, like a car, a home, leased an office, or hired someone the process was similar to millions of other people.
You probably began by searching the Internet to learn more about what you wanted, and then you found who provided these solutions, and finally your weighted all your options against each offer. Most likely, you decided to buy based on the reviews you read, the friends and family you asked, and the solutions, features, and pricing you researched.
In the same way, if I am a retailer of supplements and want to find a nutraceuticals manufacturer who can private label supplements for me, here is what I am going to type at Google.com:
Having said that, you cannot afford not to have an online presence—whether you manufacture nutraceuticals, you private label them, you sell ingredients or you are a vitamin retailer.
Your mission is to develop a digital marketing strategy that strategically positions your nutraceutical manufacturing or your supplement store everywhere your customers or prospects are already using, and then connect with them with hundreds of ways using a multitude of channels, like below:
It can be overwhelming like this flow:
Or it can be simple, like this one:
There are many moving parts that depend on each other. When you connect all the above, you will have an efficient marketing system that finds, qualifies and sells to people that are interested in buying your nutraceutical products.
This depends on your goals, your mission, the strategy you want to use and so many other parameters. However, these are the basic ones:
Let’s do a quick review of each of the following:
Pay Per Click is driving traffic to your nutraceuticals website by paying each time your ad is clicked. Most supplements businesses use Google Ads, which allows you to bid against others for a position at the top page on Google’s search results pages for a price (one click).
Here is an example of what you see if you type “supplements contract manufacturer”
Other channels where you can use PPC include:
Here are three examples of the popular brand Hum Nutrition:
Social media marketing principles are not different when you want to promote your nutraceuticals brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads. The mainstream channels you can use for your social media marketing efforts include:
If you’re new to social platforms and you are overwhelmed on the volume and variety of content you need to produce, you can get a marketing agency that can handle all your efforts like Centis Digital, which on top of that is specialised in nutraceuticals marketing. This way, you offload the most demanding tasks to someone who is specialised and at the same time maintain control of the content, the times of posting and monitor analytics as well.
Content marketing for nutraceuticals or supplements is nothing more than the creation and promotion of specialised, informative content for the purpose of generating brand awareness, traffic growth, lead generation, and finally, customers. Your content marketing strategy can use the following channels:
Having a website for your nutraceuticals business isn’t enough anymore (and we explained why before). SEO is the process of optimizing your website to be positioned (rank) higher in search engine results – when a user is searching for a term you want – thereby increasing the amount of organic (not paid) traffic your website receives. The channels that benefit from SEO include websites, blogs, and infographics.
SEO is way to complex to expand here, but in general, there are three main tactics that SEO companies use in order to generate qualified traffic to your website. These include:
What is the best way to increase your reach without paying a cent in advertising, copywriting, content marketing and so on? Utilising affiliate marketing allows you to enlist and “army” of performance-based marketers where they promote your business and in return, they receive a commission when a sale is made. Suitable for B2C brands, rather than contract manufacturers.
Email marketing is still king. Whatever people say, email marketing outperforms social media and is responsible for selling way more than social media or content marketing. Your nutraceuticals brand may use email to communicate with your audience, that have already subscribed – either to your blog, downloaded a whitepaper or anywhere else that you requested an email in exchange for something else.
Email is used to promote content, discounts, new product launches, events, with the aim of always directing people toward your nutraceuticals’ website.
Some of the types of emails you might send in an email marketing campaign include:
We have written a very long guide that covers all aspects of email marketing, including strategy and tactics, on Centis’ blog here.
PR 2.0 refers to the advanced strategies and tactics to use when reaching out to not only journalists but also blogs, and other content-based websites in order to have them write about your nutraceuticals brand. Rather than traditional PR, when you just craft a press release and send it out with the hopes of getting published, this outreach requires building long-lasting relationships with people that already speak to your ideal audience. Some ways you can do PR 2.0 outreach are:
Sponsoring works the same way as before the internet: You, as a brand pay someone or a publication to create and promote content that promotes in a subtle way.
The evolution of sponsored content is what we call now influencer marketing. Applicable mainly to B2C supplement and vitamin brands, you effectively pay an influencer who speaks directly to the same audience that you are targeting, to publish posts, videos or product reviews related to your supplements business on their social media account.
Other types of sponsored content could be to pay a blogger to create a blog post or an article that is written to highlight a topic your customers care about, a service that you are offering, or a product launch.
Here is an example of a sponsored content in the form of an article at Nutraingredients‘ website:
Digital marketing can work whether you are a contract manufacturer or a vitamin retailer. Regardless of which sector you are in, digital marketing for nutraceuticals starts by building out buyer personas to match your audience’s needs and creating a content strategy online. Whatever your market is, not all businesses should implement the same digital marketing strategy. What works for supplements and nutraceuticals manufacturers is completely different for vitamin retailers.
If you are a nutraceuticals manufacturing company you most likely sell to vitamin retailers, importers and distributors. Therefore your digital marketing would probably be better focusing around online lead generation, with the end goal being for someone to speak to a salesperson. For that reason, the role of your nutraceuticals marketing strategy is to attract and convert the highest quality leads for your salespeople via your website.
Generating leads from your website presupposes that you somehow need traffic – therefore, using Google or Twitter ads as well as focuing your efforts on business-focused channels like LinkedIn are the best ways to get more high quality leads.
If you are selling supplements/vitamins via your website, directly to consumers, then obviously your digital marketing goals should focus on attracting people to your website and have them become customers without ever needing to speak to a salesperson.
For that reason, your products will be featured in your content higher up in the marketing funnel than it might for a contract manufacturer.
For vitamin retailers, channels like Facebook, Instagram, Pinterest, and YouTube will work for you better.
Marketing nutraceuticals via advanced digital marketing strategies and tactics will help your business:
• To make it easier to create awareness and engage the prospect prior to the sale, and during making their purchasing decision
• To help you maximize opportunities with existing clients by leveraging their good experience, selling them more and often
• To spread the word about your business and the good services that you offer
• To make sure that your offer is presenting itself in front of the right buyer at the time they decide to buy.