Effective Strategies for Influencer Marketing in Health, Wellness & Lifestyle Brands
There are many different ways to approach influencer marketing but if you’re in a niche like health, wellness, or lifestyle, there are specific things to keep in mind when crafting your strategy. At CEG, we specialize in marketing for mission-driven health and wellness brands; we know how to ensure success for your brand during this journey. While each brand has unique needs for influencer marketing, here are a few tactics that we have seen success in.
Clean and Transparent Strategies: Building Trust in Health & Wellness Marketing
Everyone knows authenticity is the word and what comes with this highly valued ideal are clean and transparent practices overall, especially if you are a health and wellness brand. Whatever product or service you are promoting can greatly affect a person’s physical and/or mental health so it is important that consumers know what they are purchasing.
Consumers are looking for products with natural ingredients that are free of harsh chemicals and are made ethically. According to ESW, 68% of consumers seek out clean skincare brands and CleanHub reports that 40% of consumers typically research their products before purchasing. It is better to be upfront about your processes because consumers will find the information no matter what. If you show transparency from the beginning, you’ll gain consumer trust from the start.
This is inclusive of any changes your brand of products may see in the future. By staying on top of communication with your consumers, they’ll continue to be loyal because they know that when they need to know something about the brand, they will hear it directly from the source.
Personalization: Making Every Customer Feel Special in the Lifestyle Space
Everyone wants to feel special, especially when purchasing products or services that are made to benefit their health and wellness. One effective strategy for making consumers feel part of your brand is through personalization. Especially for health products, many people have sensitivities to specific ingredients so offering the option of personalization will attract more consumers.
According to Instapage, 44% of consumers say that they will likely become repeat buyers after a personalized shopping experience with a particular company. This is because it makes people feel seen and special in their products. Personalization also creates novelty; not everyone has the same exact thing which can encourage community bonding over the similarities and differences between their products.
A great example of a brand adding personalization to its strategy is Function of Beauty. When you first enter the Function of Beauty website you are prompted to take a quiz. The quiz will ask questions about your routines and will use your answers to create the best product for you. They took this process even further by branding your products with your name. It is your product made for you. This brand made customization their specialty, but all brands can learn from their strategy and incorporate bits of personalization into their own.
Interactive Collaborations: Trials & Samples for Winning Over Niche Markets
We’ve all been enticed by free samples at the grocery store or ice cream shop because we want to know if we like something enough to commit to purchasing it. This impulse is even more relevant when it comes to health and wellness products because not only is the consumer investing financially but physically and mentally as well. If a skincare product doesn’t react well on your skin, it can be a days-long problem that interferes with work and social commitments. So not only are you feeling less confident in your appearance, but you’re also out a certain amount of money.
When brands create the opportunity to try a product through a trial or sample, consumers are more likely to take a chance on a new product. According to Fizz, 68% of consumers said free sampling convinced them to make a purchase. Brands need to show they’re willing to meet the consumer halfway with a new product.
The Inside Scoop: Effective Influencer Strategies for Health & Wellness Brands
Not all of these strategies will be the right fit for your brand and there are many more to consider when building your campaigns. It can be hard to filter through each strategy and feeling some apprehension in experimenting with different plans is understandable. The team at CEG is here to help with determining which strategy is best for your brand and we’ll take the stress of experimentation off of your hands. To learn more about effective influencer marketing strategies, reach out today and chat with our team.
