Market discovery has never been easier. Thanks to platforms like Instagram and TikTok, brands can seamlessly target and educate consumers. However, getting consumers past the discovery phase to purchase and beyond is a challenge that many digital marketers face.
Healthy Extracts, Inc. manages a portfolio of brands and products in the rapidly-growing nutraceuticals space. By focusing on their differentiators on social media and Amazon, they were able to increase product subscriptions to fortify recurring revenue and decrease cost of customer acquisition.
Digital marketers can plan for this. Analytics and targeting on social media are sophisticated, so be sure to take advantage of them by targeting consumers at different phases of the customer journey. Finally, don’t forget to keep your consumer’s actual product experience in mind, and engage them post-purchase to keep them coming back for more.Influencer marketing is a popular vehicle for discovery online. Many brands utilize influencers to tout the benefits of their products, but not all influencer marketing campaigns are created equal.
Allowing content creators to control messaging so that it’s in their voice is also important. Audiences are highly attuned to inauthentic material, and it can be detrimental to both the content creator and the brand if messaging seems inconsistent or overly corporate.
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