Establishing yourself as a health marketer isn’t easy. Chances are, you’re probably pretty passionate about the health products you offer. While your passion is a good thing, your zest might have you overestimating the love that other people will have for your product. For them, it might not be love at first sight.
5 Mistakes You need to Consider
Here’s a list of five mistakes that health product marketers often make when trying to get their brand out there.
Mistake#1: Building a Brand for the Masses
You’ve spent a lot of time and energy on your health products. Even if you’re just promoting one product, you’ve thought long and hard about its benefits, or included ingredients, and spared no expenses—making sure that you chose quality over quantity. You assume the value of this effort will be obvious to everyone. But it won’t.
Consider organic food for a moment. The purchase of organic products in the United States has risen steadily over the past few years—a reassuring sign that health products have a chance to be competitive. But according to one 2018 study, only 14 percent of people purchased organic fruits and vegetables, and only 8 percent purchased organic dairy. Organic food is known to be more common among younger people, but the total number of people between 18-29 who said they preferred to purchase organic food was just 28.16 percent.
Those numbers aren’t bad—they’re just not a dominant part of the market. And that means that your marketing and branding efforts shouldn’t be catered to the masses. Find out who your high-value audience is, and build your brand around them. It doesn’t mean you won’t get to other parts of the market later, it just ensures you aren’t paying too much to acquire people who won’t become loyal customers.
Mistake #2: Valuing the Current Sale Over Your Lifetime Customers
This point piggybacks off of the last one. When you’re running a successful campaign that’s generating a ton of new leads, it’s hard to consider anything else. But failing to acknowledge your customer acquisition cost, could cost you in the long wrong. Don’t put too much focus on driving traffic to your site that isn’t willing to make a purchase, or won’t be returning to make a second purchase anytime soon. But how can you tell who is who? Metrics.
Mistake #3: Failing to Track Marketing Metrics
Of course, you can’t acknowledge any of the metrics above if you aren’t tracking metrics at all. While it’s good to spend time on brand identity and determining the overall look and feel of your site—if you don’t track your metrics and make meaningful tweaks that add value in the right places, you might be wasting your time. And you don’t have time or money to waste when building a successful brand.
Mistake #4: Not Using Your Landing Page as an Engine for Conversion
Marketing metrics are just part of the function of your site. But when it comes to your marketing plan, your site needs to offer just as much function as your products do. What does that mean? Analyze the user flow of your website. An effective flow should quickly establish your offer and call-to-action, then build trust with the consumer. If you aren’t sure that you’re website is doing this, learn how to conduct a page audit. Mastering the page audit will improve your ability to convert more visitors into customers. It will also help make sure that your users are enjoying a better experience while on your site.
Mistake #5: Not Testing Your Ad Strategy
Measuring the metrics of your ads is equally as important as monitoring the metrics of your website. One study concluded that 64.6 percent of people click on a Google ad when searching for a keyword that has high commercial intent. And Google says you can make as much as $2 per $1 spent using their platform. But these numbers are hard to achieve without keyword optimization. You’re also likely to find that a combined strategy works best, but the best combination is hugely dependent on your product and target audience. Without testing these metrics, you won’t be able to form a custom strategy that works for you. If you are selling your products on amazon then you need to consider amazon price mistakes. It would be great if you overcome these things then the failure rate would be reduced.
Health product marketing isn’t easy, even with a growing market, because as the market grows so does the competition. Don’t let your passion for your products get in the way of measuring meaningful data that will help you grow your brand. Remember to monitor the numbers, optimize where you can, and advertise smart. Most importantly, don’t forget the value of repeat customers.