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The Nutraceutical Marketing Gold Rush – Or How To Find Happy Customers for Life
The 80/20 rule is really the 90/10 rule for nutraceuticals. Moreover, most of the “10”. regular buyers
However, it is surprising that more than 2 out of 3 companies do not have an effective retention strategy for their hard-earned customers.
It’s a shame, too, because it’s pretty easy to make sure customers keep coming back. It only takes a few simple steps.
STATISTICS DO NOT TELL EVERYTHING
Many marketing surveys note the value of repeat customers. For example, finding a new customer is 5 times more difficult than keeping a current one.
Such descriptive statistics are good, although a bit superficial.
Seeing what it takes to retain repeat customers is much more informative.
For example, one nutritional supplement company I worked with actually achieved a customer retention goal. The main product line was probiotic supplements.
Every three months they sent a magalog to each customer.
The 15-page document included stories from other clients about how they solved various gut health issues. It was 4-color, with lots of pictures of happy people.
It was also approved by a research associate – ie. Plus a photo of me in a white coat and tie.
The document was peppered with many persuasive words. It focused on key emotional hot buttons to drive purchases.
It read like a good novel that is hard to put down. In other words, people read it all the way to the order page.
The order form made the purchase process as easy as possible. And he offered options at better prices when buying multiple bottles.
The last part of magalog’s strategy was the ease of contact with the company. The target age group was primarily the elderly. They tended to make phone calls to speak to a real person at the company.
Overall, this marketing strategy created a sense of human-to-human connection with each customer.
This not only ensured that customers were satisfied. He was focused on earning customers happy.
As a result, the company’s valuation grew from about $6 million to more than $20 million in about 10 years.
While the marketing copy in this case was magalog, the main goal was to make customers so happy that they would keep coming back.
It sure worked for my clients too.
At one time I owned a general retail food store.
This is where I created a weight loss program with a focus on customer appreciation.
A few simple steps I took to keep them happy with me worked wonders in keeping clients coming back.
In fact, it’s still online, more than a decade after the physical location closed.
The only thing that keeps customers coming back is: A human connection.
All businesses rely on customers. Communication with them is the basis of effective marketing.
It’s the foundation for customers to get to know you, like you, and trust you.
Health conscious people are particularly sensitive to human connection. It plays on one of the most compelling emotions in wellness marketing – hope.
In the past, conventional grocery stores relied on sympathetic salespeople. They could offer wellness solutions in a caring, face-to-face manner.
The need for this seemingly ancient human connection has not disappeared.
Customer loyalty still depends on satisfying this need.
It’s just that digital marketing often doesn’t provide that these days.
Customers have almost no access to sellers. Online contact forms are sent to impersonal email addresses such as “[email protected]”. Toll-free numbers only reach outsourced call centers in foreign countries. Marketing materials tend to be about fear-based offense.
Despite all of this, digital marketing can do much more than generate faceless leads. Done right, it can establish and maintain customer loyalty based on human connection.
We can boil down the process to three key parts.
THREE SIMPLE STEPS
1) First of all, create channels for human-to-human interaction.
Live phone calls and personalized emails are second to none.
Use these connections to ask customers what they want. Their answers to open-ended questions will give you a treasure trove of insight for future interactions with them.
This gives you a solid foundation for acknowledging their problems in a way that makes them feel meaningful.
The search for significance is the overwhelming driving force behind human behavior.
Ultimately, listening to your customers will tell you exactly how they want you to market to them.
2) When you learn what customers want, explain why you have their solutions.
The human connection you establish in step 1 will build their trust in you.
They will listen more carefully and will be more likely to buy from you again and again.
3) Create a customer appreciation program to follow up after each purchase.
Many companies use Survey Monkey or other services to collect customer feedback. The process usually stops there.
You can really make your company stand out by sending thank-you letters back to survey participants, recognizing their value to you, and giving out gifts.
Stick to the old adage that the big money is later.
Following these steps will ensure that your customers are satisfied.
And happy customers will remain the basis of healthy profits.
HOW CAN I HELP?
I am an experienced freelance writer for the alternative health niche, a published researcher and university professor with 30 years of experience.
I use my expertise to write compelling marketing content that increases sales for alternative health businesses.
My work embodies the use of key emotional triggers that people identify with.
The content I create attracts new customers and ensures they stay.
Do you want to take advantage of what I can do? Let’s talk.
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