How to Position your Health, Wellness Brand with PR Strategies
The number of consumers who are focused on health and wellness is at an all-time high ― and there are endless companies out there trying to market themselves as a wellness brand, thus, everything starts with a good public relations strategy. In today’s world, health and wellness influencers are everywhere, so it’s imperative to develop a marketing strategy that speaks to your target audience. Report has it that Consumers are now more proactive when it comes to their health than ever before.
A study from Global Wellness Institute, states that “a solid PR plan can make your brand stand out in a saturated market”.
Many health and wellness brands are experiential, so product sampling, videos, and a large amount of social media engagement can help propel a brand. In this article, we’ll give you our top 4 tips for effectively marketing your health and wellness business:
Observe your competitors
If you want your ideal clients to notice your brand, you first need to be aware of the visual designs and strategies your competitors are using. The wellness market is home to a big crowd that is only getting bigger each day. Resist the urge to try to fit the mold of the industry. Following what has worked for other brands is not a guaranteed path to success.
Tell a strong story
Your story is your message, to earned media placement is an opportunity to share your message for your audience to relate with. The story you tell for a specific launch or for your brand, in general, could include several elements. You can tell the origin story of the brand or one of its offerings—how it came to be and the journey of launching it—or you can use one of your experts on the team for press mentions speaking to the brand (nutritionists, CEOs, doctors, etc.).
Regardless of the direction you take, be sure to have a clear message as you collaborate with a third-party platform. Strong stories not only draw viewers’ attention but also give platforms something to focus their coverage of your brand around. This makes the PR partnership easy and effective for everyone involved.
Design memorable visuals
The first branding element your audience sees is your visual designs. Elements with images capture more attention and boost engagement. You could have incredible content and a passionate founder, but if your visuals fall flat or aren’t memorable, the potential customers who stumble on your brand for the first time will not remember your business. Imagery can communicate small details as well as an overall aesthetic that you might not be able to convey through words alone.
Utilize the power of social media
The most successful businesses maintain a balance between nurturing their existing audience and reaching out to new customers on a regular basis. A single PR content can be repurposed into many variations.
Nicole Dunn, a PR expert states Social media is also a bit more informal than other media outlets. This gives creators space to have fun and be creative in their telling of how your brand contributes to their lives. It also gives consumers a lighthearted entrance point to your brand’s ecosystem and its offerings. Just like a PR campaign, a social media campaign is also something that takes time to build. Nothing is virtually instantaneous.
You can create trust and recognition for your wellness brand through a PR campaign. It is an investment that requires a skilled strategy and time to plant seeds and build relationships for fruitful placements and results. In the end, the brand credibility and recognition PR cultivates through media mentions build a brand legacy.
By Kabir Abdulsalam