This is a guest post for the Aventive Studio blog written by Nicole McCray.
Choosing the right marketing strategy is essential to the success of your startup. Today’s marketplace is hyper-competitive, and supplement companies come and go constantly.
Whether your brand is a startup or you’ve been around for a while, finding ways to make your brand stand out and offer greater value to your consumers will be key for success.
One of the best ways to learn is from companies who’ve been where you are and have achieved success. And, that’s where studying the marketing strategies of big-name supplement brands can be extremely helpful.
Of course, you’ll want to take their ideas and make them your own, but these marketing takeaways will help you set yourself up for success.
1. Define Your Unique Selling Proposition
From social media to television and everywhere in between, supplement ads are everywhere. With literally thousands of products on the market, weight loss supplements and multivitamins are becoming commonplace.
That means you need to work extra hard to show what makes your brand unique. How do you do that? Dive deep into what your brand stands for and figure out what your unique value is to consumers.
Is there something special about the way you source your ingredients? How about the way your product is produced? Do you include a special ingredient or have a unique formula that’s different from everyone else?
A great example is Ritual. A quick glance at their marketing campaigns tells you their focus is on pure, limited ingredient supplements and full transparency into the ingredients in their products and where they come from. They’ve done a great job of incorporating the right keywords to highlight their USP in their marketing and SEO campaigns.
Once you’ve defined your own unique selling points, establish an SEO budget and work with a reputable SEO company to determine the best keywords to use throughout your website and in your marketing campaigns. This strategy will set you apart from your competitors and help you reach the right target audience.
2. Don’t Overlook the Value of Popular Certifications
Consumers are getting smarter and smarter all the time. Don’t underestimate the value of popular certifications for establishing the quality of your product. If your product is non-GMO, kosher, vegan, dairy-free, gluten-free, or organic, there’s probably a certification for that. The list goes on and on, and consumers will want proof of your claims.
For big-name brands like Nature Made, certifications are a key component in their marketing strategy. Their ads mention the United States Pharmacological Conventions seal, or USP, by name. This seal lets consumers know that their products meet high standards for purity and clean manufacturing.
With so much competition out there, consumers are looking for ways to know which brands to trust. Having certifications to prove your claims is invaluable for gaining their trust and their purchasing dollars.
3. Work with Influencers
One of the smartest marketing strategies any startup can use to stand out is influencer marketing, especially if you choose the right influencers for your product and target audience. Brands of all types have been using influencer marketing on some level for ages, from doctor recommendations to celebrity endorsements.
Sugar Bear Hair makes vitamins for hair. They’ve had amazing success with influencer marketing by enlisting the help of hundreds of influencers to gain attention for their brand. They’ve also used cute packaging and an adorable gummy bear shape to make their supplements more social media-worthy.
In fact, Sugar Bear Hair vitamins have become so trendy that even non-influencers are talking about them and posting pictures on Instagram. That’s the literal definition of going viral!
Starbucks is another great example of how influencer marketing can be hugely successful. Although they’re not a supplement brand, they love releasing photo-worthy drinks like the Unicorn Frappe to get people talking and posting pics on social media.
In essence, these two brands have become status symbols with this clever tactic. Although you’re probably not going to be paying someone like Kylie Jenner to promote your brand, there are lots of smaller influencers out there that are happy to collaborate for mutual benefit.
The Bottom Line
Without question, finding ways to make your brand stand out is the biggest goal and challenge of every supplement startup. With so many products on the market, it seems almost impossible! But the truth is, with some creativity, hard work, and the right strategies, you can draw attention to your brand and stand out from the crowd, even in a saturated marketplace.
About the Author
Nicole McCray is a content creator who has been obsessed with beauty and fashion since she was a young girl. She’s a former wedding makeup artist who still loves spending her free time testing products and staying up to date on new fashion trends.
On top of that, she’s a self-proclaimed health nut who loves to explore and write on holistic, healthy living.
While Nicole’s days are now spent contributing to women’s lifestyle sites from home while raising her kids, she can still always be found putting looks together, even if it’s just for a trip to the grocery store!