Every consumer needs a certain degree of trust before patronizing a brand. That said, some industries require a higher degree of trust than others, as is the case with the health and wellness industry.
When you’re asking someone to take a nutraceutical, invest in a better workout supplement, or try a topical ointment, they need to trust that they are receiving a quality product that is safe and worth the cost.
Here are some strategies to help consumers develop that critical foundation of faith that comes before each purchase.
1. Be Honest
If you want to create a strong digital marketing strategy, start with honesty. In the health and wellness industry, that begins with a transparent label. Clearly communicate what is in each product you create, and invite consumers to consider each ingredient and its benefits.
In addition, cross all of your “i’s” and dot your “t’s.” This is why, at TruLife Distribution, we don’t just help you distribute health and wellness products in the US. We aid with FDA compliance and ensure that every client is following all of the rules and regulations required to be an honest brand in the marketplace. This is more than a to-do list. It sends the signal that people can trust you.
2. Engage With Your Audience
If you want your target audience to trust you, you need to shed the corporate facade. Don’t just operate as a business in the background. Use emails to communicate with consumers. Social media is a great way to engage and interact with them. Respond to user feedback and reviews. Educate with digital PR.
By deliberately engaging with your audience, you send the message that you have nothing to hide. It tells them that you are open to their questions, want to know more about them, and are interested in helping each one address their issues and pain points.
3. Invest in Your Customer Support
Customer support is the bedrock of consumer trust. If both potential and existing customers reach out to you and find that they have limited and unsatisfactory options, it will only weaken their resolve to patronize your brand.
Everyone has an email address. Look for ways to go further. Technology has made it possible to have free international phone numbers, 24/7 chat threads, and a variety of other support structures. In addition to communication channels, educate your customer support reps and make sure they are equipped with the knowledge and tools to do their job effectively.
Investing in Trust
The way consumers perceive your brand will directly impact your bottom line. Investing in trust is an effective way to ensure that your target audience has the confidence to make each purchase expecting positive results.
If you’re a smaller brand or an international one trying to enter the larger US health and wellness marketplace, you may have limited reach and resources to invest in the trust element of brand building. In that case, it’s worth working with an experienced partner like TruLife to quickly give you a leg up and help you establish your brand as a quality option in the eyes of consumers.
If that’s you, reach out. Let’s talk through your options and come up with a marketing and distribution strategy that begins to not just make consumers aware of your brand but build their confidence and trust in it, too.
