Health and wellness industry is booming, but also becoming more competitive. As new companies are constantly emerging, standing out from the crowd is becoming increasingly difficult.
So how to hook the attention of your audience and make sure you don’t lose them to your competitors?
Enter the stage customer engagement strategy.
Customer engagement increases loyalty and trust, improves user experience, and speeds up the buyer’s journey.
In this post, I’m sharing the five most effective health and wellness marketing techniques to increase customer engagement.
1. Lead with valuable content, not your products
First off, you need to take care of the fundamentals. If your content doesn’t provide value, your audience won’t engage with it.
The key to providing value is comprehensive research on your buyer personas. Find out what relevant topics are trending and identify the main goals and pain points of your audience. After that, choose the most relevant channels to reach them.
But how do I know what is valuable content?
Let’s use blogging as an example since it’s an effective health and wellness marketing channel:
According to HubSpot, learning something new is the main reason why people read blogs. So the best way to provide value to your audience by blogging is educating them about health and wellness topics that they are most interested about.
2. Use a variety of different content formats, especially video
Now that you’ve hooked your audience with a piece of high-quality content, the challenge is to keep them engaged.
That’s why you need a wide variety of content formats to make sure you don’t lose the attention of your audience.
According to research, more than 50% of consumers want to see videos from brands more than any other type of content and video and live streaming increase customer engagement more than any other content type.
Therefore, adding high-quality video content for your health and wellness marketing strategy isn’t a nice-to-have, it’s a necessity.
3. Leverage emotional marketing
All humans feel first and think second. That’s why emotional marketing is so powerful.
According to Harvard Business Review, consumers that are emotionally connected to your brand are more engaged and make more purchases.
Users today need experiences, not just information. By invoking different emotions you can create unique experiences for your audience.
Take this campaign from LeanCuisine for example. It cuts right to the paint point of losing weight and creates a strong emotional connection with the audience.
4. Build a community & encourage UGC
Community marketing is a strategy that connects your customers in an non-intrusive and customer-centric way.
In other words, it’s about building community rather than promoting your brand.
As consumers today seek for brands that share the same ethics and values as themselves, building a community around your company’s values is a powerful way to increase customer engagement and enhance brand loyalty.
With community marketing, you’ll be able to encourage more user generated content (UGC) and provide better customer experiences. UGC and providing attentive customer service through the community will not only increase customer engagement but it will enhance your brand trust as well.
5. Create interactive content
Interactive marketing is a dynamic type of marketing that engages your audience with visual and video content that involves some stage of input or action from the user.
It’s literally designed to increase customer engagement.
Interactive content creates twice as much engagement and double the conversions compared to static content. Statistics like these speak for themselves.
Here are some ideas on how to engage your customers with interactive content:
- Questions
- Virtual reality
- Quizzes/polls
- Surveys
- Games
- Live-stream & interactive videos
- Webinars
Wrapping Up
Now that you’ve got a better understanding on how to use health and wellness marketing techniques to increase customer engagement, you’re ready to begin putting these tips into practice.
By focusing on high-quality content that provides value, creating videos and interactive content, raising emotions, building a community will help your business to create an impeccable customer engagement strategy that will boost your company’s growth and set you apart from your competitors.
