Marketing Strategy for Dietary Supplements in a Saturated Marketplace

Marketing strategy is the key to successfully marketing a dietary supplement in todays saturated marketplace.

The supplement category is entering maturity.

As a result dietary supplements are becoming common place.

Therefore, differentiation is becoming increasingly difficult.

Thousands of dietary supplements, sports nutrition vitamins and other health products are fighting for the same sale.

In addition, today’s customer is more informed than ever before.

The marketplace is flooded with the same types of products. (Have you seen ho many Turmeric supplements are out there today?) Many have the same ingredients. Making it difficult to differentiate among a sea of sameness.

Success in today’s highly saturated supplement market, lies in the execution of your marketing strategy.

The Top 5 Dietary Supplement Marketing Strategies

1.)Will Your Marketing Strategy Get Consumed?

If you’re selling a consumable product and it doesn’t get consumed, what are the chances of a second order?

It sounds obvious, but the answer is zero. If buyers don’t take your supplement in the first palace, they will never buy it again.

The easier it is to take, the more likely they will be to take it.

But innovation around your delivery mechanism can also set you apart from your competition.

Apart form the typical capsule there are countless gummy supplements (40% of Americans  have trouble swallowing pills), and sprays like Sprayable Sleep, a patented melatonin spray.

Powders and drinks like, Zoganic, or Vital Reds and Greens from Organify. So you can drink your vitamins.

Drinks in general put your product into a different category in the mind of your prospect. Your supplement becomes more like a food, like a Protein Cookie.

Each of these options boils down to the delivery mechanism used to get the supplement into your body.

You can build a strategy around the delivery mechanism alone as in the case of liposomal delivery.

Liposomal is used as a protective cushion to deliver substances to the blood stream and even cells more efficiently. This can easily be developed into your core story built around why your product is different.

2.) Is Your Marketing Strategy Authentic Enough?

With so much misinformation out there, consumers get tripped up with indecision. They don’t know what’s true. When you think about all of the contrary information, it’s a wonder anyone buys at all.

Being authentic is vital to helping people trust you enough to at least give your supplement a try.

The most trusted retailer online, Amazon, has the edge. When you can get anything quickly and easily it’s hard not to trust them. Armed with a boat load of trust just in their brand name alone, they still go several steps forward when it comes to supplements.

Because Amazon knows when it comes to selling dietary supplements, you need authenticity.

Amazon Essentials brand of supplements takes authenticity to a compleatly new level. It’s the gold standard going forward that everyone in the supplement industry will have to catch up to and compete against.

Being upfront with the potency, purity, integrity continues to build trust and authenticity.

Not to mention, information on how the supplement is made. Including information about the manufacturer.  Plus, the origin country of the sourced ingredients.

3.) Brand Story Is At The Core Of Marketing Strategy

Almost all supplement businesses have a core founder who started the business for personal reasons. Weather it be to right a wrong, help a family member or heal themselves, there’s a story there.

Once you realize that people don’t buy from websites and understand that people buy from people. You can see how sharing your story adds a human face to the brand and genuine emotion.

The strength of your story matters, a lot. A strong story is more than just your reason why or your company origin.

Strengthening your brand’s story is more about what you’re against rather than what you stand for.

4.) A Marketing Strategy Without Differentiation Is No Strategy At All

In light of so much competition in the dietary supplement marketplace, it’s essential to be different.

You can take the path of doing something the competition does not. Like adding premiums.

Digital bonuses are the most popular because they add value without adding any costs. But I’ve seen many supplement sellers offering more “out of the box” premiums like coaching calls, even physical products that support the condition.

As in the case of a sleep supplement, even adding a blanket,  a sleep mask can make the difference for those prospects that are on the fence.

The other path you can take is delivering something in your own unique way. This can be anything from your own style of education.

So, just because another competitor is offering a 3 week course with their supplement that does not mean you can’t. For these types of premiums that are personality driven, customers are buying you as much as they are the content.

Differentiation can even mean your own unique way of delivering customer service. Helping your customers along their health journey is also a form of differentiation.

5.) The Proof Is In The Pudding Of Your Marketing Strategy

Proof is a key component in helping your prospect take that next step towards a purchase.

Moreover, you might have the best supplement in the world but if you can’t convince your prospect it won’t matter.

Clinical trials and correctly designed studies are the barrier to entry here.

There are many other ways you can use proof to support your supplement.

Leveraging other studies and research from others is often enough to nudge  the skeptical and bridge your argument for why your specific ingredient works.

Here’s an exceptional example that makes it easy to understand and provides just enough borrowed proof from PubMed to be credible without overly doing it.

Your Future Marketing Strategy

The dietary supplement customer will only become more knowledgeable over time. The good new is, a better informed customer is a better customer.

More baby boomers will buy more supplements over time. That market of buyers will become saturated and will slow down over the next 10 years. Other market segments will grow and become the dominant buyers. New markets will have their own unique challenges.

There will always be the next new ingredient, hot product coming out. Dietary supplement companies will consolidate over time. New niche ones will come out of nowhere.

At the end of the day, a solid marketing strategy will prevail above all else.

Discover the 3 funnels that can help your health supplement business succeed.