Maximizing Influence in Supplement Marketing: A Strategic Approach
The supplement industry is serious and multifaceted, and there’s potential for things to go wrong if your marketing strategy isn’t well-rounded. We’ve gathered some insights and tactics that we’ve found successful. In this blog post, we’ll unpack these strategies and share our experience.
The Power of Subject Matter Experts
First and foremost, working with influencers is about more than just their number of followers or their aesthetic appeal, especially regarding marketing supplements. Collaborating with subject matter experts is crucial to build credibility and deliver trustworthy content to the audience. These experts can vary depending on the focus of your supplement. For example, if we’re marketing a supplement for cognitive performance, our go-to influencers might differ from a campaign focusing on ‘beauty from within,’ where we’d market supplements for skincare.
The Challenge of Immediate Results
As we discussed in our last blog post, one challenge in supplement marketing is that these products often don’t provide immediate results. Setting this expectation with the influencer and the audience is essential to ensure a transparent and truthful representation of the product.
The Importance of Long-Term Partnerships
This is where the value of long-term partnerships becomes essential. We highly recommend check-ins with the influencer a few months post-campaign. This allows them to genuinely comment on the supplement’s efficacy after consistent use, reassuring their followers of its effectiveness.
Alignment with Brand Values
Reviewing an influencer’s past collaborations is essential to ensure alignment with your brand values like any other marketing strategy. This fosters authentic engagement and bolsters the credibility of your campaigns.
In many cases, the influencer’s title or degree does not necessarily correlate with influence. We have seen great results from high-profile professionals like dermatologists and dentists. Still, in many cases, we have observed a better ROI from estheticians, hygienists, school nurses, pharmacists, and dietitians. These professionals bring credibility to your campaigns and can offer similar or even better value.
The Added Value of Influencers with Diverse Engagements
Lastly, we’ve found that influencers who engage with their audience through various mediums provide a more credible voice. We appreciate influencers who extend their reach beyond social media—those who’ve written a cookbook, hosted a podcast or maintained an up-to-date website. This diversified presence strengthens their voice and, consequently, the effectiveness of your supplement marketing campaign.
In conclusion, a strategic, informed approach to influencer marketing can yield fruitful results, especially when dealing with supplement brands. By tapping into the expertise of the right influencers and forging long-term partnerships, you can create successful, credibility-rich campaigns that truly resonate with your target audience.