Author Archives: Jessica Clay

About Jessica Clay

Jessica is a competitive athlete and the President of Energize HNM, a health and nutrition marketing agency. Jessica is committed to supporting health brands of every size by helping them define their missions and connect with their customers on a deeper, more meaningful level.

Improve Your Health Nutrition Marketing with Clear Communication

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#communicationiskey

4 ways to improve how you connect

There are hundreds of health and wellness influencers out there, and they are all trying to figure out how to reach your target audience. Content marketing is a great way to carve a niche for your brand. Unfortunately, it isn’t cut and dry. Content marketing can be frustrating when you aren’t seeing measurable results, and you aren’t sure if your efforts are worth it. They are! You just have to stay on target, use the right tone, and be sure that you are speaking to the appropriate audience.

Here are 4 ways to help your brand’s message break through:

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Take Your Health Nutrition Marketing Back to the Basics

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Grassroots Marketing5 grassroots tactics that can refresh your brand 

Many Health Nutrition marketers (including myself) have been so focused on digital engagement strategies lately that they may be forgetting the obvious: Health-conscious consumers respond to brands that are genuine, honest, and community-focused. These are all qualities that you can talk about online, but when it is time to demonstrate those qualities, it is time to go offline.

Lately, I’ve been considering the impact Grassroots Marketing can have for Health Nutrition brands. Grassroots Marketing is true engagement marketing because it challenges you to simply and directly connect with your target audience in the places where they work, eat, shop and relax. I’m convinced that now is the time to refocus on strategies such as this. Marketing at a street level will help build interest and trust in your brand, and it will give you even more to talk about online. How can you lose?

Here are 5 ideas for getting back to basics with Grassroots Marketing:

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Unique Tactics for Health Nutrition Marketing at Trade Shows

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Or, what I would do to market my booth at the Arnold Health Festival

The Arnold Sports Festival happens in Columbus the first weekend in March every year. With over 800 health nutrition exhibitors competing for attention, I can’t help but have trade show marketing on my mind. I wonder, how many of those companies are advertising their booths at local, health-related businesses before and during the event. I know I would. Thinking outside of the walls of the expo is an inexpensive way to advertise a health nutrition brand, and a great way to target the types of visitors you want. Here are 5 local places I would consider for marketing my booth: Continue reading →

Guerilla Trade Show Marketing for Health Nutrition Brands

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Montaña Rusa Hopi Hari - Brasil

3 ways to create a stir and drive more traffic to your booth

Participating in trade shows is a great way to create a buzz around your brand, but it can also be expensive and time-consuming. If you’ve ever prepared for a trade show, you know how many man-hours go into making your booth “just right”. That’s why it is especially disappointing when you don’t garner the traffic you expected.

I have been attending the annual Arnold Sports Festival (www.arnoldsportsfestival.com) in Columbus, OH for 10 years now. Every year, I am struck more and more by how difficult it is for trade show booths to grab attention. The sports supplement category is highly competitive, as is the health and wellness industry in general, so it is critical to find unique ways to set brands apart. At the Arnold Sports Festival, the booths that get the most traffic aren’t just hanging better banners—they are creating an experience.

If you are participating in a trade show like the Arnold Sports Festival, you can’t stand around giving out fliers with your URL and hoping to see results online. It’s time to focus on winning your customer in the real world with these no-hold-barred guerrilla marketing tactics:

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Health Nutrition Brands Can Spend Less on Paid Media Marketing

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4 reasons why earned media is a cost-effective alternative

Earned Media may not be a term that you’re familiar with, but if your health nutrition brand has generated social media followers or positive social mentions, then it is already working for you. Unlike Owned Media, such as your website or blog, or Paid Media, such as Facebook ads, Earned Media is an organic, constantly evolving discussion between customers about their experience with your brand. In short, earned media reflects the reputation you have earned in your market.

Here are 4 reasons why earned media deserves more of your attention:

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The Importance of Content Marketing in Health Nutrition Marketing

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4 tips for creating content that will bolster your brand

Content marketing is an idea most marketers are beginning to feel comfortable with, but what many brand managers don’t realize is that there is a lot more to it than a couple of generic blog posts and social media status updates. Content marketing efforts need to be consistent, focused and most of all engaging.

What is exactly the purpose of content marketing? The main goal is to connect with your customers outside of traditional selling tactics. In the past, marketers blasted their customers with messages that told them what to think and what to buy, and sometimes it backfired. Content marketing strives to position your brand as an expert in its industry, and offers your customers something for interacting with your brand—relevant, engaging content.

Consumers now spend as much time consuming content as they do sleeping or working, so providing that content is a smart way to connect with them and build trust for your Health Nutrition Marketing brand. The idea is to win customers without pitching your brand. Here are 4 tips that can make your content marketing efforts more successful:

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Using the Principles of Health Nutrition Marketing to Sell Natural Beauty Products

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How to use ingredient-focused keywords to boost sales

Dream

Marketing natural beauty products in the same way as general cosmetics will be largely ineffective, because the competition for beauty-related keywords is so fierce. Consumers who are interested in health and health-related beauty products speak a different language. If you really want to drive sales, you’ll want to be sure you are speaking that language, too. My suggestion is to think like a health nutrition brand, and focus on ingredients.

Most natural beauty brands will rely on the keywords general keywords like “organic”, “all-natural”, “plant-derived” or even “chemical-free”. This is an approach that will keep you on par with the competition, but not help you pull ahead. To rise to the top in search results, you will want to consider adding keywords that are more specific to your product or brand. Usually, this means focusing on a trendy ingredient.

Leveraging a trendy ingredient will help carve out a niché for your product. If you sell multiple products, you’ll want to isolate one ingredient for each item. Some examples might be a beauty product that contains hemp. Google “hemp beauty products” right now; I’ll wait…

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Competitive Health Nutrition Marketing Requires Expert Social Media

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4 reasons using existing employees to manage your social media is a bad idea

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As more and more businesses see the real and measurable benefits that social media can deliver, they are trying to find inexpensive ways to keep up. The usual approach has been to put existing employees in charge of their social media management. But all too often, social media tasks and development that are simply “added on” to the responsibilities of existing employees are not done well.

Many Health Nutrition brands are home grown, and their culture is extremely employee-focused. The idea of promoting from within probably seems natural. But if you want your social media efforts to drive traffic and conversions, you should avoid tasking an existing employee with the challenge. Hiring a full-time Social Media Strategist or a social media agency is an absolute must. Here are 4 reasons why:

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Using Images to Drive Social Media in #Health #Nutrition #Marketing

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4 ways to get started with image-centric marketing

Image-centric marketing is the newest marketing buzzword and for good reasons. Customers are overwhelmed by information, search options and online advertisements. They need information served up in a way that is simple and easy to digest. Breaking up text with images is a great way to do this while still grabbing their attention.

If you are just now getting savvy with Social Media, image-centric marketing probably seems like one more time-consuming “to-do”. In actuality, creating image-related content is not as difficult or mysterious as it may sound. It can even help drive search results in a way that text can’t. Here’s how to start incorporating images into your Health Nutrition marketing: Continue reading →

Building Brand Trust with Health Nutrition Marketing

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Trust

4 ways to gain the confidence of nutritional supplement customers

Recent surveys report that nearly half of American adults regularly use dietary supplements to support or improve their health or to maximize their athletic performances. Supplements can be made from plants, algae, seafood, yeasts, fungus, and many other food substances or extracts, which may explain why consumers rarely know exactly what they are getting.

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