The Indian health and wellness industry is worth $1,299.84 billion this year. Astonishing, right? But do you know what’s more fascinating? Digital advertising has played a huge role in making it happen! Okay, let’s keep it simple for starters. What do you do to stay healthy? Go to the morning gym, or perhaps a dance class? And, we all know that now you can attend to these from the comfort of your home.
After the pandemic, with the new normal era, people have become more aware of their health than ever. Whether it’s about eating healthy and nutritious, working on their mental and physical health, or being mindful, they have become more health conscious. But you may wonder – ‘How does digital marketing enter this picture?’
Buckle up your seatbelt or wear your astronaut helmet because now, we’re going to dive into the world of the health and wellness industry (of course metaphorically). But that’s not it! We’ll also look at the nuances of how digital marketing adds to this industry and the major challenges the wellness industry faces. So, shall we dive in, together?
Why is Digital Marketing Important for the Health and Wellness Industry?
For if you’re wondering how important digital marketing is for the health and wellness industry, you’ll be amazed at how deeply and strongly these two are intertwined.
Connect to the Other Side
If you ever get a chance to tell someone from five to six decades back that they could target someone from the other side of the world, the prior would probably tag you ‘insane’. But it’s a reality now. With digital marketing as your trustful companion, now you can target your audience chilling in different parts of the world. You can target them based on specific demographics like age, location, behaviour, interests and even sociographics!
Resonate to the Depth
Do you know what’s the best and easiest way to build customer trust and loyalty? It is by being consistent with your content. Suppose you consistently create SEO-friendly valuable content, and it ranks higher on the search engine. It means more people will click on it, you’ll get more traffic and eventually, build more trust. When you’re consistent with your efforts, you establish your brand as authoritative and reputable in the market.
Personalised Messaging
Do you like personalised messaging? Well, let’s be honest, who doesn’t? And that’s the power of digital marketing. With digital marketing, you can engage with your customers in a personalised and tailored way. Brands nowadays, highly rely on customer relationship management (CRM) software to learn about their audience’s tastes and preferences. For instance, by relying on the user’s unique persona, brands create personalised campaigns to offer them health advice and special offers.
Pocket Friendly Solutions
If you know a little about traditional marketing, you would know how brands would heavily spend on their campaign and that too, doesn’t guarantee any results. But time has changed with digital marketing. Online marketing offers more affordable and pocket-friendly solutions giving you accurate results if done correctly. With pay-per-click (PPC) advertising, brands only pay when someone clicks on their ads. With that, these digital platforms offer brands detailed analytics, to better optimise their campaign and avoid spending excessively.
Best Digital Marketing Practices in the Health and Wellness Industry
Digital marketing offers brands many ways to improve their operations and attain their goals. What ways one chooses may diametrically differ from the other but entirely depend on what their target audience is and how these platforms connect with them. The best digital marketing practices in the health and wellness industry include:
Be Aware of Your Competition
The secret to top the ladder of the health and wellness industry, the first step is to be aware and mindful of your competition. Begin with understanding the strengths and weaknesses of your competitors, find the possible gap and brainstorm how you can fill that in. Conducting a competitive analysis is a must to get ahead of your competition. Ask yourself questions like:
- What your competitors are doing on their social media and website?
- Can you learn anything from them?
- How can you take the advantage of their weakness?
- What are they prioritising in their marketing?
Maintain a list of your competitors and their best-performing products and services. Want to take the upper hand over your competitors? Point out your unique selling proposition (USP) and how you can turn your weaknesses into your strengths.
Create Relevant, Valuable and Engaging Content
Creating content is the heart of the digital marketing. Whether it is a website or social media, content is needed in every dimension of digital marketing (it was a metaphor but you get it right?). Though most people think content writing is only about blogging, content writing is about creating relevant, valuable and engaging content for different online platforms.
For the health and wellness industry, create content that resonates with your target audience regarding their health and wellness. Create informative blogs, engaging social media posts, and compelling videos to genuinely educate your users and help them live a happy and healthier lives. In this narrative, you must remember to:
- Create both entertaining and educational content consistently
- Keep yourself in the your audience’s shoes
- Save entertaining content for social media
Social Media is the Essence
Rather than asking if you use social media, we would be a little practical (in this digital world) and ask you how many social media platforms are you on. To connect and resonate with your users, it is quintessential to have a social media presence. Whether you want to build a community, engage with your audience or share a message, social media can be a powerful tool.
Building a strong social media presence can help you grow your brand and most essentially, your reach. To have successful social media campaigns, these are the three points you must consider:
- Create specific content for every social media platform
- Don’t forget to post your brand’s success stories
- Educate your audience on the wellness subjects they could connect with
Embrace the Influencer Partnerships
Would you buy a product just because your favourite influencer has promoted it? Be honest. Yes, right? That’s the power of influencer marketing. From its inception to till date, influencer marketing is the best way to achieve your brand goal. Collaborating with influencers whose values align with your brand enables you to promote your brand.
When partnering with influencers, create a well-devised plan to drive engagement and strengthen your brand message. The best practices for influencer marketing are:
- Present the real image (both positive and negative) to your user.
- Make your ‘Why’ evident.
- Create personalised messages for all your audience segments.
Don’t Stick With Only One Platform
The most common mistake brands make when it comes to digital marketing in the health industry is sticking with only one platform. But do you honestly feel it’s practical to only use one digital platform when your target audience is present on multiple ones? Digital marketing offers you many plus points and one of those is to have omnichannel digital marketing.
To create a comprehensive user experience, you must ensure you share the right message with your users on the right platform at the right time. The only goal of having an omnichannel presence is to connect with people regardless of the platform. But why omnichannel marketing is important?
- Customers purchase more when they interact with 3 or more than 3 platforms
- Customers who engage with a marketing campaign across three or more channels are 13% more likely to spend on average
- Buyers who engage with a brand across three or more channels are 90% likely to be repeat buyers
Keeping up With the Trends is Essential
Marketing trends in the health and wellness industry keep on evolving. Ignoring these trends can put your brand at a competitive disadvantage, making you face operational risk. Keep up with the latest digital marketing trends in the industry and look for the consumer’s change in preference for potential products and new lines.
Content Marketing Ideas for the Health and Wellness Industry
When it comes to content marketing, is a crucial part of any business. But what to write in the content for the health and wellness industry is a matter of contemplation. Here are a few content marketing ideas for health and wellness industries:
Nutrition
When it comes to nutrition, there’s no limit to the information available online but users often struggle between how to complete their daily nutrition intake and what they should eat. Your content must consider this struggle that your target audience faces and therefore, must create user-friendly content. Your content must improve their health-based knowledge and must be easy to understand. Here are a few subjects you may write content on:
- Try X Foods to Boost Your Immunity
- X Sources of Protein You Must Try
- Do You Need to Take Supplements?
- PCOS and Nutrition 101
Strength Training 101
In the past few years, people have become more conscious regarding their health and are getting into strength training to ensure healthy ageing and live a more fulfilling life. In regards to strength training, you may tackle people’s misconceptions and share with them the benefits of performing this. You may begin with writing on subjects like easy bodyweight exercise, how many reps they should perform and how to separately train their every muscle. Some of the content ideas also include:
- Start Your Strength Training: A Beginner’s Guide
- 10 Best Exercises You Should Try to Build Your Muscles
- Common Myths of the Strength Training And What’s the Truth
- Start Your Strength Training At Home With No Equipments
Mental Health
With the rise of social media and its exponential use, more and more people are learning about mental health and its importance. Much research has indicated that every being’s mental and physical health are intertwined. But there’s more to it. Mental health disorders affect people’s potential to live a healthy life, and many people still feel hesitant to ask for help. Writing an informative and compassionate blog can help you resonate better with your audience. These are a few subjects you may write content on:
- How to Stay Mentally Fit After a Stressful Day
- X Reasons to Prioritise Your Mental Health
- How Your Screen Time and Mental Health Are Related
- Top X Apps to Manage Your Stress
Develop a Marketing Mix for Your Wellness Brand With DN Designs
Every brand, whether in the health or wellness industry or the other, has certain goals in the context of digital marketing. No matter, if your goal is to create brand awareness, generate more leads or build customer loyalty, DN Designs can help you with all your goals. Being a leading digital marketing agency in India for more than eight years, we’re trusted among our clients for expert services.
Our team of expert professionals understand the importance of good products and services and therefore, collaborate closely with established brands like yours. Whether you have a fitness app, a supplement or skincare products, we make sure to highlight its unique features and stand out from the crowd.
At DN Designs, we devise expert promotional strategies like influencer partnerships, email marketing, wellness blogs and social media campaigns. With our successful marketing mix, we can help you create a strong brand presence and resonate deeper with your target audience.
Conclusion
Being a part of the health and wellness industry, marketing is not about blindly selling your products or services but helping your target audience lead a happy and healthy life. In essence, it’s not about your products but how your products add to your audience’s life. If you’re a health and wellness company, you have a lot to do- a lot of challenges to face and many opportunities to exploit. And we both would agree that doing that all alone can be a bit tricky. But here are – At DN Designs, we help brands like yours educate, inspire and connect with your audience. Become an agent of change with our expert digital marketing services!
