It’s time to face facts: a sales pitch just won’t cut it in today’s marketplace. Modern Consumers–especially Millennials and members of Generation Z–are (or at least consider themselves) savvier than the Consumers of the past. Simply put, traditional methods of advertising are just not enough. What can you do?
The answer: educate.
People want to be informed. Your Consumers want to make the best possible choices for themselves and for their loved ones. Buyers today want to be sure that they are getting the highest quality at the best price. Additionally, Consumers want to feel connected to their favorite brands. Smart marketers address all of these with a cohesive content marketing strategy.
1. Tell your Consumers about you and your brand.
Everyone has a story. Why did you begin your private label supplements line? What inspired you to enter the nutraceutical business? Some of our Clients became interested in starting their own supplement businesses after working for years in other industries. Other Clients saw positive results in their own wellbeing and wanted to help others in turn. What about your brand? Do you have a cute or funny story regarding any of your branding materials (e.g., your toddler nephew helped you pick out the colors for your logo)? Let your Consumers get to know you, and they will begin to trust you.
2. Share stories from your Consumers.
Speaking of your Consumers, why not ask them for feedback? If you have a line of skincare products, for instance, you could encourage your Consumers to contribute reviews. You could also solicit tips and tricks from your Consumers to help any new consumers (e.g., “Use the facial cleanser immediately before you shower, not during.”) Not only will this educate all Consumers, you will increase your Consumer engagement using grassroots methods.
3. Explain why your product or brand is superior.
What is it about your product that sets it apart from your competitors’ offerings? Do you use organic or high-quality ingredients? Do you only source ingredients that are certified as fair-trade? Do you donate a percentage of your profit to charity? Which charity (or charities) and why? People want to be special, if only by association. Explaining to your Consumers how your brand is better will make them feel more secure with their selection.
4. Explain what your product does.
This seems like a no-brainer, but many supplement purveyors are frustratingly vague. Now, of course you can never make any claim that is not supported by the FDA without explicitly stating that the FDA does not support that claim. (To omit this very important wording is a violation of federal law, and might result in fines or even jail time.) However, you can explain the science behind your products. As long as you strictly adhere to FDA regulations, you will be fine.
As you can see, educating your Consumers is not a difficult technique to master. It should be part of any solid content marketing strategy. Another bonus of Consumer education: it’s easy to include in just about any platform. You could include educational tidbits in blogs, videos, tweets, and more. Educating your Consumers not only reinforces their decision to choose your products, it solidifies you as an authoritative resource in their eyes.
From marketing strategy to website design, our solutions give our Clients an advantage over their competitors. Contact our Sales Managers at 855-209-0225 (US Clients: Press 2 for Sales) to find out more information and pricing on our services. While you’re on the line, ask our representative how you can save $7-$10K in the process.
All my best,
Stefani Thionnet
Stay focused and never give up!
