Digital marketing lessons from 4 health and wellness brands – Tech| Email Marketing
Successful entrepreneurs know how important it is to keep an eye on other brands. Whether they’re in your industry or not, their efforts can offer valuable digital marketing lessons you can use for your own company.
Related: How to find inspiration from your competitors (without stealing their ideas)
KeVita converts users with a quality website
Most digital marketing tactics have one goal — drive users to your company’s website. Regardless of your industry or business model, the more people who frequent your website, the better. That means the site’s architecture, speed and design are all important components of marketing your brand effectively online.
KeVita, a health and wellness brand that sells probiotic drinks, is an excellent example of a quality website. Its site checks all the boxes from a technical standpoint — it’s fast, mobile-optimized and secure.
The website also incorporates a number of effective UX techniques, like bold imagery, clear and concise messaging, user-friendly navigation and strategically-placed calls-to-action. Moreover, it reinforces the brand’s identity through upbeat website copy and playful fonts and colors.
Lesson: Before you start investing in digital marketing campaigns, make sure you have an engaging and optimized website that will be able to convert visitors into leads.
Related: Quiz — Are you making these 15 website design mistakes?
Legion Athletics uses email marketing to nurture leads
Email is an often neglected digital marketing channel. And yet, it’s one of the best ways to get your message in front of a group of highly targeted consumers. Whether you’re looking to turn leads into customers, upsell current clients or reinforce your brand’s identity, email marketing affords you the perfect opportunity.
Legion Athletics is a workout supplement brand that sells its products directly through its website, and as an eCommerce company, it relies heavily on email to communicate with leads and customers. In order to get the most out of the channel, the company keep tabs on where contacts are in the lead funnel and sends them different emails based on what stage they’re in.
For instance, if you’ve never purchased from the brand before, you’ll receive emails about the benefits of its products or insight into how to take your workout routine to the next level. If you’ve purchased a product in the past, you’ll get discount offers and updates on products that relate to your previous order.
Lesson: Nurturing leads is one of the most important digital marketing lessons you can put into practice, and email marketing is a great way to do it.
Related: Beginner’s email marketing guide for small businesses
Naked Juice increases its marketing reach through influencers
Influencer marketing is one of the hottest trends in digital marketing. It involves partnering with a digital personality who has a sizable sphere of influence — via social profiles, a blog or a YouTube channel — and having that person create or promote content on your brand’s behalf.
Influencer marketing can be an effective way to cut through “banner blindness” and reach consumers through a source they already know and trust.
That trust transfers to your brand when they promote your product or service.
Naked Juice is a health and wellness company that produces nutritional smoothies and juice drinks. Rather than going after huge celebrity endorsements, Naked Juice uses several micro-influencers to help promote its brand. Micro-influencers are digital personalities who have an engaged audience — but not at the scale of a celebrity.
Lesson: Instead of spending your entire marketing budget on one large endorsement, try finding smaller, more affordable influencers in your niche to promote your brand.
To reach its target audience, Naked Juice partners with micro-influencers in the health, fashion and lifestyle spaces to promote its product line. For instance, Kate Spiers, a lifestyle influencer with more than 240,000 Instagram followers, and Aubry Lybbert, a lifestyle blogger with over 21,000 Instagram followers, have both posted on behalf of Naked Juice to expose their audiences to the health and wellness brand. Posts like these help Naked Juice increase its marketing reach with a highly targeted and engaged audience.
Related: How to work with brand influencers when you don’t have a budget
Kashi produces great content for SEO and branding initiatives
Content marketing involves creating and producing content that helps develop your brand’s identity, while also driving more organic visitors to your website via search engines and referral traffic from social shares and backlinks.
Kashi produces nutritious foods, including cereals and protein bars, and strives to position itself as an organic, lifestyle brand. To accomplish this, Kashi publishes nutritious recipes, inspirational and informative articles, and videos about its products and ingredients on its Stories blog.
This content helps Kashi further its branding initiatives while also increasing organic rankings for relevant search terms. Think of it this way: The more articles Kashi publishes about organic protein bars, the higher the likelihood of Kashi ranking for terms associated with organic protein bars, which is a core product for Kashi.
Lesson: If you want to improve your brand identity and drive more organic traffic, consider content marketing.
Related: How to use digital content marketing to grow awareness, trust and sales
You can find digital marketing lessons everywhere
Don’t just keep tabs on your direct competitors’ efforts. You can learn important digital marketing lessons by looking at brands outside your vertical as well. From developing an engaging and optimized website to leveraging the reach of micro-influencers, there are plenty of examples for you to consider as you start developing your own digital marketing strategies.
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