If you spend more than a few minutes browsing through a blog that’s even remotely related to health, you’re bound to see some sort of advertisement or a link that leads you to the latest and greatest natural supplement, medical device, or other product/service that capitalizes on a recent trend.
With so many marketing tools and techniques available to brands, it’s easier than ever for companies to establish products and generate their own waves within their niche.
You can do the same by following in the footsteps of the biggest brands and heeding the following tips:
Create Lanes for Unconventional New Products
There was a time when brands would create products that solved a specific problem or at least contained an ingredient that was commonly known about. You sort of knew what to expect in terms of product selection within a supplement store.
According to Nutraceuticals World, the single, most powerful trend we’re seeing in the wellness industry today is the consumer’s desire to incorporate foods and ingredients that are naturally functional. Industry experts believe that sports nutrition powders remain the leading product in professional, semi-pro and casual athlete performance and will continue to outrun competition from alternative supplement formats, including bars, ready-to-drink formulas and tablets, in the foreseeable future.
However, for each person, it is important to bear in mind that the supplements your body needs or best responds to is also always relative. No one body is like any another and the demands we make on our bodies change regularly over time.
Therefore, the amount of variety in the industry means that you could suddenly find yourself learning about the benefits of celery juice powder or some other oddball product you’ve never heard of.
The moral of the story here is: the fastest way to generate a popular trend is to create your own lane around a rare, new, or never-before-seen product.
Leverage the Power of Social Media
Everyone knows that trends are primarily born on social media sites like Facebook, YouTube, Twitter, and Instagram. In fact, unless you have the means to secure international television ads, there’s really nothing that can compete with online marketing. Offline marketing isn’t very effective in the health & wellness industry, especially when you’re trying to sell products that probably have a low regional demand.
To make it worth your while, you need to be targeting a national or global audience.
Advertising platforms like Facebook Ads let you target potential customers based on a wide variety of criteria including their interests, ages, groups they’ve joined, demographics, and other personal details. You can check out the best fitness Instagram accounts and see what they are doing as well.
Running a targeted advertising and content posting campaign on social media is a mandatory step for any brand that is trying to become a trendsetter.
Distribute Vast Amounts of Promotional Content
Nowadays, if you can produce and distribute great content in the form of blog posts and videos, you can popularize just about anything on the internet.
Of course, it’s easier to make something popular when it actually has legitimate health benefits, as the product will speak for itself and back up your promotional efforts with positive reviews that build additional momentum.
Guest posting on popular health & wellness blogs is another great way to draw attention to your product. Likewise, try to produce high-quality videos, post them on your YouTube channel, and pay to have them show up as sponsored results in the related videos section.
You could also create some infographics to spread key facts about your product in an entertaining and easily digestible format.
Concluding Thoughts – Emulating Another Successful Brand Isn’t Difficult
You might be wondering how you’re going to duplicate the kind of efforts that are being put forth by brands who obviously have larger budgets and more manpower than you. If you’re just starting a fitness blog or another venture into the industry, the goal is not to dominate but to simply become profitable.
Once you’ve conquered that initial challenge, then you can gradually scale up by re-investing all of the profits into content creation and distribution, ad campaigns, and product development.
Ultimately, the actual work involved isn’t very difficult at all – it’s just a matter of pouring money back into the business and finding the right service providers to help you out.