A good marketing strategy is one that not only generates sales but also builds customer loyalty. Influencer marketing is a great way to do this. In case you don’t know, influencers are people who have the power to influence, of course, and also to make trends happen. They are not only good at promoting brands but they can also be used for brand positioning by giving them access to the brand’s target market.
To create a sustainable and profitable wellness brand, you must know how to communicate with your existing and potential audience. Influencer marketing is a powerful way to do this.
When deploying this strategy, make sure the influencer campaign is well thought-out and planned for maximum effectiveness otherwise, the whole idea will fail miserably.
Influencer Marketing Tips For Your Wellness Brand
When thinking about how to get your wellness brand out to the public, one of the best things you can do is use influencer marketing. Influencer marketing is the act of promoting one’s product or service by earning media mentions, creating engaging content, and purchasing ads through social media influencers.
In this article, we’ll explore a few ways that influencer marketing can be a boon for your wellness brand.
- The first thing that influencer marketing does is reach a large audience. It broadcasts posts across social media outlets, which means that it reaches a large number of people in a short amount of time.
- When you start using influencer marketing, you will most likely gain more followers and increase engagement with your audience.
- With influencer marketing, you can get affiliate sales for your products or subscriptions for your services.
Let’s kick in.
Find The Right Influencer For Your Wellness Branding
Influencers are the key to success in any business, but finding the right influencer for your business is crucial so that you can get the best possible outcome. Founder and Business Development Manager of Find People Fast, Daniela Sawyer, shared, “Determining the correct people for the task is the most challenging aspect of influencer marketing.” So, here are some tips on how to find the right influencer for your needs.
It’s not easy to find the right person to promote your product or service. When it comes to wellness marketing, there are many things you should consider before deciding on an influencer for your campaign.
- Identify what kind of content you need and then search for someone who has already posted similar content to the one you need.
- Look at their engagement rate and how many followers they have, as this will determine how much reach they will have and how many people they can influence.
- Consider if their audience is interested in what you offer or if it is too different from what they usually post.
Align The Influencer With Your Brand and Customers
Cofounder of Blogist, Julian Greene, suggested that wellness brands “find an influencer who has an audience that aligns with the persona of that customer.” It is important to invest in an influencer that believes in your product to be able to make their community love and buy what you’re offering.
Choose A Credible, Authentic, and Reliable Influencer
Well, one thing is for sure: finding the right influencer for wellness marketing is not an easy task. It can be difficult to identify influencers in this niche. Chief Marketing Officer at Rank-it.ca, Nicole Lyka, said, “Wellness influencers should be chosen cautiously so that they seem relevant to the campaign and its target audience.” Also, you want someone who has a good balance of authenticity and reliability, as well as someone who will bring new followers to your company.
Go With Niche Based Small-Sized Influencer Accounts
Although the internet is full of “influencers” who flaunt a very large audience, for your wellness branding, you must know that not all of them are willing to invest the effort you’ll require. Marketing Strategist Mallory Musante, shared a useful tip: “Influencers on the smaller side are working hard to grow their audience and will often put a lot more effort into your partnership, often posting more than the agreed-upon amount.”
You want to find people who are either passionate about your brand or have similar values to what you do. For example, an eco-friendly yoga mat company might want to reach out to influencers with a following of yoga enthusiasts who advocate the idea of environmentally friendly products.
Look For Influencers Who Produce Creative Content
Perhaps the most important factor in choosing the right kind of influencer for your wellness branding is content. Shiv Gupta, CEO of Incrementors, emphasized that “content, context, and creativity” are the keys to choosing influencers. Gupta shares the following tips: “1) Look for influencers whose content directly touches on topics related to yours; 2) make sure the audience is genuinely engaged; and 3) look for influencers who are ready to be creative.” Just make sure you know where to search.
Know Your Brand, Know Your Worth
Knowing your brand is a primary step when using brand extension strategies like influencer marketing. Rahul Kumar, Co-founder at RankSoldier, said, “The influencer must be well-informed of the business objectives.” For any wellness business, it is important to know who they are, what they are offering, and whom they are delivering to.
The first step in knowing your brand is to identify the values that will define it. Knowing your brand is important for several reasons. The better a person knows their brand, the more effectively they can market it. If one knows their brand well, they can also build partnerships with agencies and individuals that are aligned with their brand values.
Founder and CEO of Kroma Wellness, Lisa Odenweller, explained, “Establish who you are before you rely on influencers to create your identity for you. If there isn’t a solid foundation on your ‘why’ — what problem it is you solve — then there’s no real basis for influencers to do their part.” If brands struggle with their identity, it is unlikely that anyone else will be able to understand it, let alone promote it.
You know, brands are built on consistency. Whether it be through logo designs, color palettes, fonts and typography, taglines, or the products they sell, brands are recognizable by their features. Knowing your brand is crucial in ensuring that you’re creating and marketing a product/service that matches the brand identity of your business.
Focus On The Kind Of Content Influencer Shares
Content is crucial to the success of wellness brands because it is through what you create that people are inspired and motivated to focus on their well-being. Wellness Expert at DiveIn, Lauren Grey said, “Sharing personal stories that explain how your wellness brand can be of help is a great marketing strategy for increasing the number of supporters. The more real the story sounds, the easier it will be for people to identify themselves with it.” There is a variety of different types of content that influencers share on their social media feeds, and marketers need to focus on what kind of content will work best for the wellness brand.
Marketers need to know what types of posts will interest the influencer’s audience so they can produce posts that will generate interest from them as well as their followers. Founder of UNICO Nutrition Inc., Lance Herrington, suggested, “When working with influencers in the wellness industry, it’s essential to create a lifestyle around the product.” Doing so will set the tone of your wellness brand and help it prosper in a particular niche. Lifestyle posts on social media may include heart-filling and healthy recipes for the holidays, or you can focus on the six dimensions of wellness to help you brand your business.
Choose The Best Channel To Communicate
There are many channels that can be used for influencer marketing in the wellness industry. Communication channels have been evolving for decades. In the old days, communication was all about face-to-face discussions, letters, and phone calls. Nowadays, people are communicating with each other remotely, through email or social media platforms.
Top Influencer Marketing Channels To Consider
Facebook is one of the most popular social media platforms for influencer marketing, as it offers a broad opportunity to reach your target audience on a variety of devices. Because of its visual story-telling capability and popularity with young audiences, Instagram is also an option. Another option is YouTube, as it is the second-largest search engine worldwide and offers video content on a variety of topics. All these channels offer unique features that make them perfect for influencer marketing in the wellness niche. You can also consider TikTok and SnapChat.
Email Marketing Is Still On The Roll
Shaun Price, Head of Customer Acquisition at MitoQ, told us, “Email marketing works well. Through our email marketing, we are able to promote our research, community blog, and company news. When we share with our consumers that we are experts, there is more trust in the results of our product.” This is when the brand itself wants to become an influencer in the industry, or when brands want to offer exclusive influencer collaborations with their subscribers.
Make Use of Communication and Visual Technology
Technology has become an integral part of communication these days, and it’s not going anywhere soon, so keep in touch with trends like virtual reality and conversational commerce. Just make sure you pick the channel that best delivers your message through the influencer you’ve picked.
Should You Go For Influencer Marketing For Your Wellness Brand?
Wellness brands are always looking for ways to increase their reach. The more the merrier, isn’t it? Influencer marketing is a powerful way to reach your target audience. And although it is a challenging task, when done right, the results are fruitful. This means you need to tap into the power of influencers when shaping your wellness branding strategy if you want to stand out in today’s competitive and concentrated market.
Why do you want to use influencer marketing for your wellness brand? Share one good reason.