There are sensitive business sectors in terms of communication, such as CBD brands, dietary supplements, or brands related to sexuality or health in general. These brands cannot develop their digital marketing like any other brand to sell their products, as they must comply with certain rules governed by ethics and legal frameworks. However, even in these sectors, communication is a necessity. So, how can we overcome advertising challenges and reassure consumers in this type of sector?
You probably know that health and wellness brands have very strong constraints in terms of communication with highly regulated medicinal devices. Thus, having a Facebook manager is not possible. Additionally, it is forbidden to advertise medications. We refer to this as a “medicinal device”
5 Foolproof Marketing Levers to Communicate About Your Products Without Using Traditional Advertising
Here are 5 effective techniques to include in your strategy to communicate and unite around your brand and promote the effectiveness of your products:
Content Marketing
In health-related fields, whether for dietary supplements, CBD-based products, for example, or for any other business related to health and care, consumer expectations for information are high.
Nowadays, consumers almost always turn to the Internet to search for information and learn about the reputation of a brand or healthcare professional. A successful digital strategy involves regularly producing content marketing, which means creating high-value content for your audiences.
Indeed, whether on social media or on brand websites via a blog, content marketing is a valuable lever that meets this need for information. In the field of health, care, and alternative medicines, this information must be clear, coherent, objective, and above all, verifiable.
Thus, implementing a content marketing strategy in these sensitive areas allows positioning the brand, company, and/or practitioner as an expert, showcasing their know-how, and generating trust for consumers.
Organic Search Engine Optimization
To promote products when you’re a brand operating in the health sector governed by very strict communication regulations, having a well-optimized website is an absolute priority.
In fact, health and wellness are among the major concerns of internet users, with 69% of French people regularly searching for health-related information (Source: INPES).
As a brand operating in this sector, you have every interest in focusing on the organic search engine optimization of your website by producing quality content and optimizing it regularly in order to appear at the top of search results.
Enriched Reviews
To communicate about your products without using traditional advertising, it’s important to capitalize on the trust of your consumers, particularly in sectors related to health.
Indeed, in our hyper-connected society, it’s no longer possible to ignore online customer reviews. Regardless of the sector, internet users today don’t hesitate to share their feelings about the brands and products they experience, whether they are negative or positive reviews…
Reviews published by other individuals who resemble them reassure internet users and represent a reliable source of information.
This digital word-of-mouth is now the most popular and effective recommendation method for developing your reputation and promoting your products.
The solution developed by Trustt helps brands engage their community and obtain detailed and authentic reviews that will reassure your audience. Thanks to a unique review module that integrates with your e-commerce site, you can collect ultra-complete, detailed, verified, and sincere reviews on the use of your products.
These qualified reviews can be collected in various ways, such as by setting up an ambassador program on your website. Through this type of program, brands can launch product campaigns with pre-selected ambassadors based on their profile and affinity with their products and services. The ambassadors are encouraged to share their experiences using these products and services.
These comprehensive and sincere reviews will then be published on your online store’s product pages and shared on your ambassadors’ social media networks, thus organically contributing to expanding your brand’s aura.
Discover Trustt
Trustt is a digital marketing solution that allows you to create a virtuous circle between your brand and your consumers.Influencers or advocacy marketing
As a brand operating in the health, dietary supplements, CBD, or any other similar product domain, your products must be presented objectively, and your communications should never promise cures.
Therefore, to convey your messages, generate trust in your brand and products, engage influencers and rely on consumer word-of-mouth! They will take charge of promoting your brand to their respective communities.
Influencers are individuals who are active on social media and have an audience over which they exert influence as trendsetters.
After trying your products, the influencers you have selected will share their experiences with their audiences, demonstrating transparency and honesty. By “vouching” for your brand and delivering their opinions sincerely, these influencers’ actions:
- Boost the credibility of your brand and products;
- Develop your visibility, awareness, and brand image among a qualified target audience;
- Increase traffic to your website as well as your conversion rates.
Of course, for your influencer strategy to be fully effective, focus on the right influencers, those who have a genuine affinity with your brand, products, and values.
To help you select the best influencer profiles, equip yourself with Trustt’s SaaS solution. Trustt has developed a unique machine learning technology, “the SophIA® algorithm, which selects with the highest precision the right panel of” influencers that matches you.
