Marketing dietary supplements online is not as easy as marketing other products. The U.S. supplement industry is said to reach 220.3 billion dollars by 2022. That is, according to a 2017 report from Zion Market Research.
Trends driving the growth of the global dietary supplements market include:
- An increase in preventative healthcare.
- The aging population.
This is important when marketing dietary supplements online because the aging U.S. market holds a sizable disposable income along with a need for improved health. There is also a growing risk of the side effects that go along with prescription drugs.
Many seniors look online for a natural alternative to prescription medication. However, marketing dietary supplements online to seniors requires a smart strategy and a bit of tact.
Marketing Dietary Supplements Online To Seniors
The chief factor to keep in mind when marketing to baby boomers and seniors is, their desire for independence. almost above all else. Seniors don’t want to feel like they need to depend on anything or anyone. Therefore, the point of belief your marketing should tap into includes helping them improve how they feel when doing the things they want to do. Belief is the intersection of who your customers are and the challenges they face.
Trust Is Crucial for Selling Dietary Supplements To Seniors Online
Seniors are not not the type of health supplement buyer that likes to experiment with their health. They need to believe your solution is right for them. As well as trust they are making the right decision. Trust online is even more important to selling to this market segment online than it is to selling offline.
There are three different levels of trust marketers need to tap into to sell more dietary health supplements online. Hitting all three levels of trust, is vital when selling to seniors and boomers.
The Three Levels Of Trust To Selling Health Products Online
- Company level trust.
- Product level trust, and…
- Process level trust.
Let’s look at each one…
Company Level Trust
When a senior buys, they are not just buying the product, they are also buying into your company. I think of this as company level trust.
[Tweet “Seniors, want to trust that your company’s reputation is secure when buying dietary health supplements online – Company Level Trust”]
This is the first level of trust and the first indication of how trustful your company is online can be found in the design of your site and your product packaging.
But, seniors are skeptical of health products and the Internet in general. Which is why company level trust goes beyond just design. Seniors seek out other trust indicators about your health company, like your mission and team. You can’t get too personal when it comes to selling to boomers and seniors online. let them know a bit about you and what you stand for.
Product Level Trust
When a senior buys a natural health product, they buy into the belief that your product will work for them. This is what I call, product level trust.
[Tweet Seniors, want to trust that your product dietary health supplements work – Product Level Trust”]
Product level trust is not just about your product’s packaging and ingredients. Although those are the first two pillars. Product level trust also includes your guarantee policy and your product endorsements. These include doctor and customer testimonials. Not to mention your marketing sales copy.
Process Level Trust
When a senior clicks a link on a natural health product webpage, the next step needs to carry through the promise of each click. This is what I call, process level trust.
[Tweet “Seniors need to trust each click of their journey on your natural health product website – Process Level Trust”]
Process level trust is what drives your prospects forward through your dietary supplement sales funnel. Trust momentum drives each click and next step. Marketers of dietary health dietary supplements need to answer the question: Why should your visitor click? What is the implied promise of each click and is that promise breaking or supporting the visitors trust in their journey to a purchase?
Selling Dietary Supplements Online Comes Down To This
Both trust and the desire for independence are key to appealing to seniors and baby boomer’s when marketing dietary supplements online. Which takes a smart strategy and a bit of tact. If you need some help with this, just drop me a line.
Discover the 3 funnels that can help your health supplement business succeed.
Listen to the Health Supplement Business Mastery Podcast for for dietary supplement entrepreneurs and marketers.
