Pt. 2: Do Marketing Strategies Look Different for Health & Fitness?
On the next installment of my three-part series on different marketing strategies, today I am taking a look at the health and fitness industry, examining which marketing strategies are most effective. (See Part 1 for the food and beverage industry.)
Many people these days are finding themselves more motivated and interested in health and fitness thanks to the surplus of workout TikTok videos, fitness pages and wellness content flooding the digital world. Whether you are seeking advice about what kind of gym to join or what types of fitness clothes to wear, health and fitness content pops up just about everywhere. Building trust with consumers is essential when you are addressing something as personal as health and wellbeing.
- Video marketing
Whether you’ve never been to the gym before in your life or you are a competitive bodybuilder, health and fitness consumers need strong visuals. Creating stimulating TikToks, YouTube videos, Instagram reels and other forms of video content are essential when it comes to health and fitness. I’m much more willing to buy a product that I can see will be effective and am more motivated to hit the gym when I can see others killing it with their ab workout.
- User-generated content
User-generated content (UGC) is when a customer uses a brand product or service and showcases it on their social media platforms. In the health and fitness industry, UGC helps build a trustworthy and authentic relationship between consumers and brands. And because of that trusting relationship, when friends and family see the content it can often result in organic traffic to a brand’s page and enhanced credibility.
- Referral marketing
When we seek to purchase a product or service we have no clue about, we often rely on sources we trust to provide insights and recommendations. Google reviews, word-of-mouth or tagged posts are examples of referral marketing, another marketing strategy that builds trust. Brands will occasionally incentivize those that refer potential customers by offering a gift card, discount or free product for every new customer resulting from the referral.
Looking to increase your marketing strength? Reach out, we’d love to talk to you about it.
Stay tuned for the last part of the series: the fashion and beauty industry!
