Natural health supplements have never been easier to sell online. The reason why is due to several recent shifts in the business ecosystem.
These shifts are colliding, which is causing the expansion of the market.
The first shift is the ease of distribution and traffic…
Amazon has made it really easy to sell any product online. They have a constant traffic stream of buyers shopping every second.
And for a fee, a hefty one, you don’t have to worry about fulfillment. They will ship your product straight from their warehouse.
For the start up health supplement company, this makes it easy to tap into a highly targeted traffic source of buyers with built in fulfillment.
The second shift is technology…
Today you can set up an online store with Shopify or Clickbank in minutes or even set up an entire funnel with up-sells using Click Funnels.
Therefore, the barrier of entry for technology is no longer an issue for startups.
The third and final shift is access…
Generally most health supplements can be sourced in the USA. This makes it easier to get access to ingredients for your product.
Companies like ShipOffers provide pay as you go on-demand products, custom formulations, private labeling and even fulfillment all rolled up into one.
The conclusion is that…
All of these shifts combined have opened up the playing field to many new competitors getting to market quickly. They can move fast and capture an upcoming trend or new hot health supplement.
But rising tides don’t rise all ships.
These same market shifts are causing the commoditization of the supplement marketplace.
It is resulting in many “Me Too” formulations, offers, and even copycat funnels.
The outcome of this new marketplace landscape means it’s never been easier to start a business, but it’s also never been harder to build a loyal customer base.
Condition specific customers are searching online and finding many alternative products, all with similar ingredients or key benefits. To them they all look like exactly the same solution.
What’s Missing? -Marketplace Strategy
There’s a mismatch between the marketing message of health supplement companies and the knowledge of the customer marketplace through the Marketplace Strategy Spectrum.
The Marketplace Strategy Spectrum goes from promise to prospect in the following steps:
- The Promise
- Expanded Promise
- Promise + Unique Mechanism
- Promise + Expanded Unique Mechanism
- The Prospect
The “Me Too” marketers are all using the same tactics and not spending enough time on the strategy, because they are all in it for the short term, hot trend gains.
The strategy is what’s missing in today’s online health supplement landscape. Which goes back to the five steps of the marketplace strategy spectrum.
When copycat marketers swipe what they “think” is working from competitors they miss the nuance of what’s working. They are not seeing beyond the surface level to the strategy. They are missing how to design their sales pages, funnels and customer experience around the marketplace and the Marketplace Strategy Spectrum above.
More so now than ever before, people who buy health products online are starving for trust. This is exacerbated by these changing conditions and the overabundance of misinformation in the media.
If your online health supplement is ready to uncover your customer’s trust level and play in the big leagues by leveraging a smarter strategy, drop me a line, we can help.
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.
