Supplements Industry eCommerce Digital Marketing Strategy: Inspiration and Best Practices

Post by
Mehdi Boufous
Supplements Industry eCommerce Digital Marketing Strategy: Inspiration and Best Practices

The Health and Wellness industry encompasses all activities which promote physical and mental well-being. Supplements (or dietary/nutritional supplements) are a massive part of this industry.

Two big questions every Supplement brand owners are interested in are – what motivates people to take supplements; and what does it take to sell supplements well?

While most people get all of the nutrients recommended by eating healthy, others need a little extra nutrient boost. That's where supplements come in – providing the support your body needs to stay healthy. The target markets for these nutritional supplements are commonly people who are interested in fitness and sports nutrition, those who are interested in alternative and natural health, older people who want to maintain and prolong their health, vegetarian or vegan people who adhere strictly to their diet, and those on preventive self-care efforts to improve memory and maintain immune system function. 

In this article, we will provide you with some ideas and strategies that you can use directly or tweak according to your promotional plan. We will be generous enough to provide you with examples from some popular Supplement brands we track using the powerful platform Panoramata.

Take these inspirations and the best practices:

  1. Ads that feature real people
  2. Emails that combine strong messages and visuals 
  3. Loyalty Rewards that put more value on every purchase
  4. Quiz that offers personalized product recommendation
  5. Blogs that provide fresh, well-organized content
  6. Testimonials that show the actual faces of customers

And to add to the above list, here are some bonus marketing insights from another Supplement brand Heights → Heights marketing strategies - social proofs, regular content delivery, sharing conversations

Ads that feature real people

Let’s start with the brand Ritual. One of the best practices we noticed from this brand is the use of Facebook Ads campaigns that feature real people that customers can relate to. 

Consumers are more likely to believe a person talking about a product than any offline or online promotional medium. Aside from having effective content in your ad (like the one Ritual has), the fact that you use paid advertising gives your brand much-needed visibility among all the organic clutter. Advertisers directly target customers according to their intent or interest. This helps your brand reach the audience at the right time. 

Emails that combine strong messages and visuals

The color gradient that you would notice on the website of Happy Tuesdays is also the same visuals you’d see in their email newsletters. You can check out some of the examples we got for you below. 

Keeping an email recipient engaged with your message can help to improve your click-through rate (CTR). And, combining it with interactive visuals will up your game. Strong messages and visuals are known to be well-received by buyers. Look at how Happy Tuesdays present each of their banner with such a color transition that is pleasing to the eyes, plus the bold text and some bits of background images that were placed harmoniously together to create an attractive copy.

Loyalty Rewards that put more value on every purchase

Among the ways to keep your customers happy is to reward them. A customer loyalty program is a system where a business offers rewards to its customers who make frequent purchases. For inspiration, let’s take a look at the Loyalty Rewards of Organifi. Here you would see that they're not just selling their product but, they're putting more value into your regular purchase and being a loyal customer. 

The loyalty program they have is so comprehensive that it takes an entire page from the website to present its different components: account creation, how it works, what are the ways to earn points, how to redeem points, what are the perks of being a VIP member, and referral opt-in form.

Quiz that offers personalized product recommendations

Quizzes are interactive and provide an excellent way to learn more about your target customers and their needs and preferences. Being a supplement brand, Cuure focuses on the customers' priority needs when it comes to their well-being, thus a quiz is the first step they recommend buyers to go through in order to achieve their prime goal of providing personalized supplement packs.   

In creating interactive quizzes, there are a few things you have to keep in mind. Make it audience-centric (like the one shown by Cuure) – it targets customers’ needs and pain points. Design an effective lead capture form so you can build an email list. 

Afterward, you can nurture the leads you’ve generated. Sometimes, leads are not yet ready to buy. At this point, you can use multiple strategies to further engage with the leads generated from your quiz and bring them closer to becoming customers.

You can use email newsletters to follow up and guide leads through your sales funnel. You can also start creating an email journey like the one from Cuure.

First email:
Karisa, here is a link to retrieve your recommendations

You can start by reminding yourself about the quiz result and showing a quick link to retrieve it. You can also ask them if they prefer to take the quiz again (they might get a different result this time due to some updates on their health and lifestyle). Again, place a quick link for convenience in taking the test again.

Second email:
Your programme starts today?

At this point, you can back your claim with facts about your company and/or your products.

Third email:
Karisa, achieve your wellness goals with Cuure!

You can also offer some sort of promotional discount to encourage hesitant customers.

Fourth email:
[LAST DAY] This offer expires today!

A bigger discount later on, why not? Here, from 25% off Cuure made it 50% off with FOMO email.

Blogs that provide fresh, well-organized content

A blog keeps content fresh and gives you continual opportunities to write articles surrounding key search terms. 

Indi Supplements have a rich collection of blog articles. They are categorized into 5 different topics surrounding health and well-being. They release 2-3 blogs per month. It is a good way to provide followers with a good mix of promotional and useful content. 

Testimonials that show the actual faces of customers

Just how important a testimonial is for a product to be sold. Much more if you have a bunch of reviews and comments from satisfied customers. The happy faces of Klora’s customers speak for the product.

We would say that this specific portion of their website works like a magnet for future customers. The good vibes it brings are much better than just claiming that their supplement could really help people. 

Key takeaways:

1. When your brand message is coupled with authentic experiences, your supplement marketing wins.

2. Be consistent with your branding efforts in terms of your messaging and visuals, identity, communications, and tone of voice.

3. The goal of a loyalty program is to motivate repeat purchases and build trust between customers and businesses, and of course, keep your customers happy.

4. Generate as many relevant details about your customers as possible. It will help you provide the best recommendation that is hard to resist.

5. Blogs can be used both to promote your products and provide valuable information that will attract your audience.

6. Create an environment of loyal supporters and let them win a sweet spot on your website.

As long as you have a high-quality product and a comprehensive marketing strategy, your supplements are likely to sell well.