In today’s world, more and more people are concerned with their physical image. The influence of social media also made people more aware of how they look, created new physical beauty standards, and idealised ‘model-like’ bodies. This led to a great increase in the number of people who are interested in nutrition and health especially on online platforms. This highlights the importance of digital marketing strategies for businesses.
Having a healthy diet is no longer only about achieving healthy bodies with average weight but is also about maintaining a number on the scale, preparing for a ‘summer body’ and enabling good ageing. It is possible to see that many people follow nutrition and health based accounts on social media in order to keep up with the latest trends in fitness and various diets. Therefore, a nutrition and health based business which provides healthy recipes with e-books is important to reach out to those people who are already invested in this sector.
Why a Digital Marketing Strategy is needed for your business?
A digital marketing strategy is a good plan complemented by useful tools, resources and goals to help grow a business. A digital marketing plan will definitely help you clearly outline what your business is about and what difference there is from your competitors.
A good digital marketing strategy is important because it helps you increase your interactions on social media accounts, boost your sales and help build a good image of your brand/business.
Analyzing your Marketing Performance:
- Measuring current performance
Before setting out a digital marketing strategy, it is important to understand where your small business stands so that you can start to improve from there.
If your nutrition business is on Instagram, it very easy to measure current performance by using a number of Instagram analytics tools. For example, Phlanx is a free instagram engagement calculator which is also very easy to use. By using Phlanx, you can check your total followers, engagement rate, average likes and comments for every post you publish.
Also, Instagram ‘Insights’ is a very useful tool to measure your performance. By clicking on Settings and then ‘Insights’, the content overview, all the accounts reached, content interactions, total followers and content shared can be analysed.
Improving your Marketing Performance:
- Setting out goals for your digital marketing plan
After you analysed your current marketing performance, you can clearly see which improvements your business needs. By setting out clear short-term and long-term goals, it becomes easier to take directive action to reach the intended outcome.
Short-term goals can range up to 6 months and long-term goals require 6 months or more months to complete. For example, as a short term goal, you might need to want to gain 400 followers a month. As a long-term goal, you might want to collaborate with other related small businesses such as fitness institutions.
For a business to grow, it is important to offer something new and exciting that makes it stand out from the others. You need to build a brand image that easily make people acknowledge that it is your business.
For instance, a slogan for nutrition-based accounts can be very helpful. It can be about being fit without pushing too hard, losing weight without restrictive diets and most importantly it can emphasise “self-love” that will grasp people’s attention with the positivity.
Digital Marketing Strategies For a Nutrition Business
- Creating a Website
As a nutrition business, there are lots of services that can be provided. It is important to design a website that is easy to read where the audience can find information about a number of different diets, recipes, fitness programs, detox information, e-books, and useful scientific articles to enhance their knowledge around the topic.
Sales of e-books and recipes can be done over the website, therefore it is important to design it in a way that is catchy and slightly different from others.
- Creating a blog
A nutritionist needs to improve himself/herself everyday and catch up with latest information on dieting, diseases and treatments. By using insights of your Instagram, you can analyse the gender and age-range of your audience and create a clearer frame of who is interested about your business. This is important because then you can think of subjects you want to share your opinions on within your blog.
Creating a blog to make comments on particular lifestyles, diet programs such as KETO is very important as it helps the audience to find something they can relate to and keep coming to the website for more. Nutritional challenges, ways to adapt your eating plan to your daily routine can be discussed and individuals who are interested can be navigated to your business’s main website to learn about your services and buy your products.
- Using SEOs
If you create a blog, it is very important but completely easy to track the activity on your website. By using Search Engine Optimization, you can ensure that your website ranks higher in Google searches and receives more interaction and engagement. Based on the keywords people use, your website can receive the recognition it ‘deserves’ :).
- Creating your Google Business listing
If you have a physical location where people can come to receive diet or fitness plans, weigh themselves and buy brochures or handbooks, it is important to build an online presence where they can find your business. Google My Business is a very useful tool to establish your business name, location, postcode, contact numbers and website information. This will verify your business and ensure you look professional. Clients can also provide feedback, reviews and ratings which can be very helpful for the business overall.
- Building a professional network
By building a professional network, a nutrition business can connect with other wellness professional and different sectors may complement each other to increase sales and engagement.
In order to connect with the ‘correct’ wellness professionals, it is important to know the needs and demands of your audience so that various services can benefit them. Nutrition related wellness professionals can include psychologists, physical therapists and personal trainers. These professionals can be referred to clients when needed to maximise satisfaction with the services provided and this will also ensure the nutrition business will receive more recognition as it will be also referred by the other professionals within the network.
- Starting giveaways
Many individuals do not want to start using a service or a product before they actually get to use it for free without making huge investments on them. As a nutrition business, it is important to use social media accounts to do monthly giveaways and deliver freebies to lucky winners. The products such as recipe books, educational tools, meal prep guides, e-books or simple healthy snack boxes can be very useful ways for attracting clients.
Also, this helps to gather their personal information where you can refer to later and make sure that you established a relationship with them where they can be more relaxed to ask questions, come in for a trial session and buy a slightly ‘cheaper’ service to just try.
It is more important than ever to have an online presence as a nutrition business. Especially with covid-19 when people have been stuck at home doing nothing, with less physical activity and spending most of their time in the kitchen, a nutrition business can serve as a life saver to many. This makes a digital marketing strategy crucial for a nutrition business so that the business can clearly set its goals, and strive to achieve them in the best possible way with taking action.