When you market your supplements or natural health products, it’s easy to just keep using the same few marketing techniques over and over again.
For one thing, you don’t always have time to explore the latest social media marketing sites, and there are only so many hours in the day.
But the “same old” sometimes doesn’t work as well as it did in the past. And if you and your customers are bored or stop listening, your marketing dollars and initiatives are for naught.
Here are 7 “lost” marketing secrets for your supplements. You may have tired some of these in the past, and can revive them. Others may be new to you, or ideas you know but are not putting into practice.
Focus on one or more of these ideas, and let me know what happens!
1. Identify your avatar. Who are your ideal customers? What are their demographics and psychographics? What are their hopes, problems and dreams? Writing to everyone appeals to no one. Write directly to your ideal customers to create avid buyers.
A wise marketing expert said, “You must enter the conversation going on in your readers’ heads, and know them well enough to write a page in their diary.” That’s a tall order, but in these days of information overload, it’s the only way to get anyone’s attention.
2. Slap your forehead: To figure out what your readers really want, think about this: How many people wake up, slap their foreheads, and declare, “Oh my, I forgot to cleanse my liver yesterday!” Not many. Most people are worried about getting to work on time, getting breakfast for their kids, and a million other things. So they may be thinking…”I’ll need a lot of energy to get through this day” (and that’s why they need to cleanse their livers).
3. Create trust in a skeptical world: We are a world of doubters, especially on the Internet, which blares stories about shocking news every second – much of it contradictory. How do you create trust? Be consistent. Be the expert. Publish high quality content that educates your readers and builds a community.
4. Tune in to “WII-FM”. That’s the radio station we are all tuned into: “What’s in it for ME?” Make sure your web content, newsletters and marketing pieces are about the benefits to your customers, and they will listen. Remember that your website is about your readers, not about you and your company. Use “You” at least twice as often as “we.”
5. Develop and refine your USP, or Unique Selling Proposition. If your readers don’t know what differentiates you from your competitors, you’re toast (even if your products are gluten free.).
6. Don’t ignore your best customers. Who are your best customers? The repeat ones. Yet how many companies work hard to get new customers, and then ignore them. What are you doing to continue the conversation? A newsletter is an ongoing conversation that helps customers feel confidence in your company and services, without your having to sell all the time. This way you build trust, loyalty, and repeat business.
7. Become a traffic cop. With Facebook, Twitter, blogging, newsletters, webinars, videos, podcasts, and more, there are many ways to get traffic to your site. What works? They all work, but not if you do them all at once.
Have a strategy. Too many natural products companies put up a website and then wonder how they will get traffic. With millions of competing websites, and it’s a noisy world out there. You need a solid strategy to get traffic, or your site will become a ghost town.
Need help? If you’d like to explore how I can help you with ongoing marketing, send me an eamil to set up a 20-minute strategy session, at Lynda@LyndaGoldmanCopywriting.com
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