If you want to compete, you need the best health and wellness marketing strategies available.
These health and wellness marketing strategies aren’t what you’re thinking though. This isn’t about just setting up a Facebook ad campaign or just sending out emails. What we’re going to talk about are the strategies used by today’s faster growing health and wellness brands.
So whether you sell skincare, CBD, or something else… you’ll find something here to help.
Let’s get started.
- 1 What Is The Wellness Market?
- 2 How Do You Build A Wellness Brand?
- 3 How Do You Market A Health Product?
- 4 Build An Email Funnel
- 5 Launch A Content Brand
- 6 Sell High AOV Bundles
- 7 Focus On One Ingredient
- 8 Write Compliant Copy
- 9 Produce “OAA” Ad creative
- 10 Invest In MOFU Creative
- 11 Focus On Premium/Luxury Branding
- 12 Expand With Omnichannel
What Is The Wellness Market?
If you’ve ever bought a supplement or a shampoo, then you’ve been a customer in the “wellness market”. Basically, it’s any product that helps improve your customer’s health and wellness whether it’s physical health, mental health, and even emotional health.
More specifically, it’s a market that contains industries such as…
Wellness Real Estate
The wellness market is one of the biggest markets in the entire world. In 2017, it was estimated to be a $3.7 trillion market that was expected to only grow more, faster.
For the purposes of this guide, we’re going to focus on wellness consumer goods such as beauty.
How Do You Build A Wellness Brand?
The secret to building a wellness brand is positioning.
Because every category within the wellness market is extremely competitive, you have to switch from focusing on just your consumers and build a business designed to be differentiated from your competitors so people have a reason to choose you over someone else.
For example, take a look at the keto cereal market.
For decades, the cereal market sold sugary products that were sold as health products. Now in the last few years, the keto cereal market has been booming because they can accurately claim they’re actually healthier than “big cereal”. This messaging has now allowed multiple keto cereals to become household brands such as Magic Spoon.
This is exactly how you should build a wellness brand.
Figure out exactly what differentiates your brand from everyone elses in your category, then use digital marketing strategies to spread that message to as many people in your market as often as possible until you’re known in the market as “the X brand”.
How Do You Market A Health Product?
The trickiest thing about marketing a health product is figuring out what exactly people want to hear as you apply different marketing strategies to get their attention. After marketing tons of health products in the past though, here is what I’ve found health consumer care most about..
For food & beverage health products…
Benefit – Customers start by looking for certain health benefits
Taste – Customers then look if it’s even something they’ll enjoy consuming
Nutrition – Customers double check what’s inside of available products
For personal care & beauty products…
Benefit – Customers start by looking for certain aesthetic benefits
Visuals – Customers then look if the product can deliver the results they want
Ingredients – Lastly, customers look if the ingredients inside are safe and effective
This pattern can be seen in almost every health and wellness category because at the end of the day, people want a product that works, is safe, and they’ll actually be OK to use on a consistent basis.
Here are 9 wellness marketing strategies you can use to let people know about your attributes.
Build An Email Funnel
Almost every health and wellness category is very regulated and for good reason. It’s always tricky to make bold health claims, especially once you’ve grown big enough for the FTC and other competitors to start paying attention to you. Not to mention the TOS of every ad network, which tends to be strict for the same exact liability issues you would face on your own.
The solution then is to build a complete ecommerce email marketing funnel that takes someone from subscriber to repeat customer. You want your email funnel to generate at least 30% of your total sales from email marketing. You still need to minimize your health claims, but if for some reason your ad account gets banned on Facebook or elsewhere, you’ll still be in business.
Complete all email flows
Send 2-4 campaigns per week
Clean list every 2-3 months
Send segmented emails
Focus on promoting best sellers
Launch A Content Brand
The entire ecommerce industry was pretty much lifted out of obscurity because of cheap CPMs from new (at the time) channels like Facebook advertising. These days, CPMs have now skyrocketed and while advertising is still viable, it’s virtually mandatory to add in organic channels into your marketing mix. Wellness marketing works best with paid AND organic traffic.
Building a content brand means starting a blog, Youtube channel, TikTok or something else designed to grow an audience of people related to your topic. So if you’re starting a skincare brand, you would want to start a TikTok that gives daily or at least near daily skincare tips. This will take 12-18 months to build, but it will radically reduce your average CAC.
Nail down your ideal audience
Product consistent content
Distribute those pieces of content
Send traffic to build an email list
Link to products within content
Sell High AOV Bundles
For most health and wellness products, the number one wellness marketing tactic is advertising. However there are two sides to growing a wellness brand with advertising. On the ad side, it’s creative. On the store side, it’s average order value. For you to grow a wellness brand with advertising, you need to promote your highest viable priced product because it’s what makes the math work.
Considering most wellness products are between $10-$30 and where you want to be is over $50 (if possible), then the only way to reach that kind of average order value is if you bundle your products. This dramatically raises your chances of being profitable with ads. If you’re in a category with cheaper products, then selling bundles.
Bundle relevant products
Sell with landing page
Promote with ads
Focus On One Ingredient
For obvious reasons, people who are into health and wellness are going to be extra vigilant when it comes to what they’re putting in or on their bodies. This means managing your ingredients list is incredibly important. With that said, in a world with thousands of ingredients, you actually want to be known for one specific ingredient whenever possible. This is a key wellness marketing tactic.
For example, let’s say you’re selling soap and one of the main ingredients is charcoal. Well, you should promote it as “charcoal soap” and if all or at least the main soaps you sell use charcoal, you should build your entire brand as a seller of charcoal soap. This lets people know what you’re selling and differentiates your brand at the same time.
Pick a main ingredient
Position your brand around it
Let everyone know
Write Compliant Copy
Once upon a time, I worked with a client who had a very large competitor sign up to their email list for the sole purpose of suing my client if they read any sort of non-compliant copywriting. It’s also important to remember that health and wellness products need to be careful with their messaging due to the FTC themselves doubling down on this in this market.
The solution is to understand how to write compliant copy. The secret? To focus only on things you can 100% prove. For example, you can prove your soap has charcoal because it was made that way. So basically, if it’s on the ingredients list or can be reliably tracked such as where ingredients were sourced, you’ll want to focus on that.
Understand compliance laws
Focus on provable claims
Produce “OAA” Ad creative
The most scalable wellness marketing activity is advertising. However, the trick to making your ads work better isn’t by using any “FB ad hacks”. The only true way to effectively and reliably scale your ads is with more and better ad creative. This means videos and images that capture your customer’s attention and then entices them to click through so they can buy.
This is where my “OAA” ad creative formula comes in. Basically, you want to make ad creative that focuses on specific offers, specific angles, and specific audiences. In other words, you want to try and promote new bundles with new marketing angles to new audiences. This will allow the AI to find the best customers for your products.
Find new offers, angles, audiences
Test with images, then videos
Triple down on winning ads
Invest In MOFU Creative
Because the health and wellness space is so competitive, the only real competitive advantage one brand has over the other is trust. Many digital marketing strategies try to relay that trust, but the only tactic that is specifically designed to do that is MOFU or middle of the funnel content. So if you’re running ads, I highly suggest running these types of ads.
MOFU creative are images and videos that answer the question, “why should I buy from you?”. For example, if you’re selling charcoal soap, you can make a video ad that explains how your charcoal soap is praised by 1,000+ customers. Incidentally, this is the type of ads most ecommerce products use the least because people are unaware of how effective it is.
Figure out your USP
Use best proof elements
Be radically transparent
Make ads based on above
Focus On Premium/Luxury Branding
While the biggest businesses in the world tend to be low priced brands, many of the most successful DTC brands are in the premium or luxury categories. The reason is that there are much less competitors in the premium and luxury categories. Furthermore, because most DTC brands use higher quality materials/ingredients, the higher pricing allows it to be viable.
You can’t sell a premium priced product like you do a “mass market” product. By far the most important thing to do is to prove that it’s worth the extra price point. Typically, this comes down to the quality of the materials used. It’s also important to stop frequent discounting and instead triple down on status, scarcity, and exclusivity to seduce people into buying.
Increase your pricing
Use popular influencers
Sell products in small batches
Implement exclusivity with “drops”
Expand With Omnichannel
Most health and wellness products fall under “CPG” or consumer packaged goods. These types of products are relatively cheap in the world of retail, which means the best source of revenue tends to be in high volume marketing channels. Even with the internet, this still means that physical retail is one of the best ways to grow a health and wellness brand.
So while you should start and stick with DTC for as long as possible, you should always understand that if the goal is to build a $25MM+ health and wellness brand, you need to use your ecommerce business to help you launch your physical retail business. The more successful your ecommerce efforts, the more proof you have that it will sell in physical retail.
Build a strong email list
Drive lots of ecommerce revenue
Use data to get into stores