One Segment of the Probiotics Market Catapults Sales Faster Than All Others

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Most supplement companies have yet to capitalize on the growth trend of probiotics for weight management. Innova Market Insights found that only 5.7% of probiotic launches are in this market segment.

This article explains the simple steps businesses can take to capitalize on this opportunity.

GIVING MARKETING TO CONSUMERS

Collecting unsolicited consumer feedback is a good place to start. It’s a great source of compelling social proof.

In addition, personal stories of successful weight management also push key emotional hot buttons. The most effective emotion behind weight management marketing is hope.

Kate Harveston’s story is a good example of what social proof and hope look like together. She is a great online influencer in the area of ​​women’s health. In her article on probiotics, which appeared in Girls’ Globe, she says:

“I have noticed since I started taking probiotics that I actually have an easier time maintaining a healthy weight. At first the connection was not clear, and it seemed particularly strange as they had resolved. my stomach issues so I was back to eating more. But I started to research and indeed there is some kind of connection between metabolism and probiotics. “

She ticks the “social proof” and “hope” boxes at the same time.

Using stories like hers is a great strategy for getting marketing to consumers.

Feedback from clients who don’t run an influential blog also adds up.

Here are typical examples of probiotic product reviews on Amazon. They also work by combining social proof and hope.

“This probiotic literally changed my life in a month! I will definitely buy it over and over again! Oh yes, and after 2 years of trying to lose the extra 20 pounds I gained, I lost 15 over the course of month one and it’s literally the ONLY thing I’ve done differently! “

“I read the reviews on Amazon and decided to give it a try. I lost 3.6 lbs from 10 days ago !!!”

“Love this probiotic, it definitely worked in conjunction with a healthy diet and daily exercise. I lost 7 pounds in 2 weeks. I take one capsule daily every morning.

Not only did this balance my pH levels, but I lost around 8 pounds. since its launch 6 weeks ago. It’s a win-win. “

This is Storytelling 101 for marketing. Stories grab people’s attention. It allows them to imagine being in someone else’s shoes. In this case, “people” are those who have already benefited from the use of probiotics for weight management.

ADD THE POWER OF VALIDATION

My experience researching and writing probiotics over the past 15 years reveals another dimension essential to the commercialization of a healthy microbiome.

That’s all of the scientific research behind what probiotics can do. The published research gives credibility to all the eBooks, white papers, special reports, and blog posts I have written.

Citing scientific studies lends yet another principle to persuasion marketing. I learned this from my former colleague, Dr Robert Cialdini.

This is number 3 on his list of six principles: authority.

People who are authoritative, are credible and knowledgeable experts in their field are more influential and persuasive than those who are not.

When it comes to weight management, probiotic research is the new kid on the block. This is almost new to all of the published work on gut and immune health.

Nonetheless, these early few studies on the use of probiotics for weight management are already a great piece of credit for personal stories.

IMPLEMENTATION

The key to commercializing probiotics for weight management begins with harnessing the power of consumer input for social proof implementation and for giving hope.

The icing on the cake is at the same time generating authority.

The application of these probiotic marketing strategies for weight management can be carried out in three phases.

1) First, segment your list.

You already have a list of subscribers. Without a doubt, it includes a segment interested in weight management.

Your first phase is to find out who is in that segment. Surveys and questionnaires are essential strategies. Increase survey response rates by offering incentives like special reports and discount coupons.

2) Second, build your customer’s trust.

Trust is an essential part of marketing. It relies on both social proof and authority.

How you build trust depends on how you communicate with your customer base. This is the role of a customer appreciation strategy. Personalized emails play an important role in showing how much you value your customers.

Thank-you notes, thank-you notes, and even phone calls are an effective overall strategy for building trust.

3) Third, cross-selling to open up the new market.

Your customer base is perfectly set up to market probiotics in a new vein. In this case, it is about weight management.

You already have the attention of your customers. They are happy with your business. They’ll listen to your persuasive cross-sell pitch for a new app and / or new product.

Cross-selling to repeat customers gives you the opportunity to let them know about something new. And it gives them the opportunity to purchase a health solution that they were otherwise unaware of.

The effective application of these three phases is the key to seizing the rapidly growing opportunity to market probiotics for weight management.

DEVELOP MARKETING MATERIALS

Segmenting your list, building a customer appreciation program, and creating persuasive emails all require fresh marketing copy.

This is where I come in.



Source by Dr. Dennis Clark, Ph.D.

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