Blogs
September 3, 2024
In Blogs
In the age of Dr Google, TikTok shops, and healthy living influencers, the digital Health & Wellness market is growing daily –competition has never been more intense. Attracting and converting loyal customers is a constant battle. Yet, tapping into your competitors’ audiences can make all the difference. Not only will it enable you to connect with consumer groups with a proven interest in products like yours, but if done well, it will also help you differentiate your brand, establish a dominant market presence, and become the go-to choice for consumers shopping in your category.
With the right tactics, you can start seeing results in just three clicks.
“ By understanding what works for your competitors across Google, social media, Amazon, and other digital platforms, you can utilise and enhance these strategies to turn their audience towards your brand.”Every winning strategy is rooted in research. Start by conducting a thorough competitor analysis.
List your main competitors, focusing on the ones that dominate the digital space. Identify their strengths and weaknesses and importantly, how your brand compares. Understanding what consumers like about your competitors can inspire you to enhance your offering, making sure to differentiate rather than replicate.
Build an understanding of your competitors’ digital marketing strategies. By inputting your competitors’ URLs into specialist digital platforms, you can gather insights into their traffic sources, keywords, top-performing content, and audience demographics.
Analyse your competitors’ social media profiles to see which posts and campaigns generate the most engagement. Take note of any influencer or company collaborations they have and scout out other influencers who are popular among their audience.
Take a deeper dive into publicly available conversations and comments to strengthen your understanding of your competitors’ audience and what resonates with them. Social Listening can uncover consumers’ feelings and attitudes towards your competitors, from their content to their products, price points, and customer services.
Your competitor analysis will form the cornerstone of your digital marketing strategy, empowering you to focus on what sets your brand apart. By understanding what works for your competitors across Google, social media, Amazon, and other digital platforms, you can utilise and enhance these strategies to turn their audience towards your brand.
“Creating a varied bank of high-quality user-focused content (UFC) is central to building credibility in the Health & Wellness industry, where consumers consider their purchases more closely.”Armed with your competitor insights, optimise your website with targeted content to attract their audience. Here’s how:
Create high-quality content focusing on the keywords that drive traffic to your competitors. This will help you gain an edge over the competition and boost your search engine rankings. The throat care brand, Ultra Chloraseptic, is a prime example of keyword targeting done well. By addressing a variety of long-tail keywords with informative blog posts, they provided direct responses to search queries, secured featured snippets on Google, and attracted new consumers to their website.
Analyse your competitors’ top-performing content and create better pieces on the same topics. Input your brand’s expertise, approach the subject from another angle, and play with format and tone of voice to set your content apart.
Creating a varied bank of high-quality user-focused content (UFC) like this is central to building credibility in the Health & Wellness industry, where consumers consider their purchases more closely. By addressing the pain points and search queries of your competitors’ audience through blog posts, videos, reels, etc., you can establish your brand’s authority in your category.
Don’t stop at the topics your competitors cover. You should also provide content addressing the search queries they don’t address to boost search engine rankings and ensure yours is the brand consumers go to for information. Make sure to optimise your meta tags, headers, and images for your keywords to maximise the chances of ranking higher in search results than competitors.
In a fast-paced 4G+ world where 69% of consumers in the UK make online purchases via smartphone¹, a slow-loading website will never perform well; nor will a site designed only for desktops. Consumers don’t have the patience to wait for a buffering page when they can click back to your competitors’ websites to get to the solution they need more quickly.
Likewise, people won’t waste time trying to find their way around a confusing website. Navigation needs to be intuitive, guiding consumers to the information and products they want easily, with calls to action in strategic places to drive conversion. By optimising your website’s speed and crafting an intuitive, enjoyable user experience, you can increase engagement, sales, and customer retention.
“Take your comments and conversations as opportunities to demonstrate your brand’s expertise in its niche and show that you care about your audience’s Health & Wellness goals.”Boost your visibility among your competitors’ audiences by following their followers, engaging with their posts, and participating in relevant conversations. It’s critical to get your tone right here. Take your comments and conversations as opportunities to demonstrate your brand’s expertise in its niche and show that you care about your audience’s Health & Wellness goals.
Aaptiv, an audio-based fitness app, has done this extremely well, building a name for itself by targeting the followers of other fitness apps and streaming services like Peloton Digital and Beachbody On Demand. While engaging with fitness professionals on LinkedIn and collaborating with influencers on YouTube, Aaptiv comments on Instagram and Facebook posts about home workouts, fitness challenges, and exercise tips, providing support and encouragement. They have further boosted brand presence by participating in popular hashtags and TikTok challenges.
Social ads can be a transformative tool in capturing your competitors’ followers. Platforms like Facebook, Instagram, and LinkedIn offer robust targeting options that allow you to reach and tailor offers to a specific audience based on their interests, behaviours, and demographics. Equipped with the insights you have gathered on your competitors’ social media strategies, you can also utilise custom and “look-alike” audiences to get your brand in front of people who are similar to your customers or your competitors’ followers.
Email marketing remains one of the most effective strategies for nurturing and converting consumers. By offering enticing gated content and executing personalised email campaigns, you can turn the audience you have engaged through social media and SEO campaigns into loyal customers.
Use gated landing pages for selected pieces of higher-value content like free guides, webinars, recipe books, or workouts. Users will need to provide their email addresses and consent for you to email them so they can access the content, thereby enabling you to drop into their inbox and stay top-of-mind.
With the email addresses collected, segment your audience based on their interactions and preferences. Then, send them regular emails with engaging content and offers tailored to their interests. With carefully curated email marketing strategies, you can ensure your brand becomes the first choice for consumers looking for products in your niche.
Glossier, for example, created a free ebook, “The Ultimate Skincare Routine for Glowing Skin”, when they noticed that users of their competitors sought professional advice on skincare routines. They promoted the ebook on social media and through targeted ads, attracting many relevant leads, who provided their email addresses for access. Glossier then used personalised email campaigns to highlight their unique value proposition, such as minimalist skincare products and user testimonials, effectively converting new subscribers into loyal customers.
Glossier’s strategy demonstrates how effectively gated content and email marketing campaigns can turn competitors’ followers into your customers. Through targeted content and personalised communications, you can engage leads and transform initial interest into lasting loyalty.
“Using Google Ads, Amazon Ads, and social media in synergy enables you to connect with consumers in different contexts and at every stage of their buyer journey, increasing brand recognition and the likelihood of conversion.”The mere exposure effect² indicates that the more a consumer sees your brand, the more familiar they become with it, gradually building a sense of trust. Hence, retargeting ads can be extremely effective in drawing consumers back to your brand and turning leads into loyal customers.
The leading Irish Insurance company, Chill Insurance, increased their click-through rate by over 2,000% while reducing their cost per acquisition by 80% through a strategic pay-per-click (PPC) campaign focusing on driving awareness and conversion through retargeting ads.
Remember to run tailored retargeting ads across a combination of digital platforms. Using Google Ads, Amazon Ads, and social media in synergy enables you to connect with consumers in different contexts and at every stage of their buyer journey, increasing brand recognition and the likelihood of conversion.
To maximise the impact of your retargeting ads and the likelihood of conversion, ensure they lead to customised landing pages that address the user’s specific needs and offer compelling calls-to-action (CTAs). Dove frequently uses customised landing pages to provide a tailored user experience for consumers, using highly relevant content and messaging to drive conversion and customer loyalty. For example, some of the brand’s landing pages include localised campaign videos, while others feature testimonials from local influencers and region-specific beauty advice, with CTAs to join local initiatives, such as body positivity workshops or community events.
By following the three steps outlined in this article, you can effectively capture your competitors’ digital audience and turn them into loyal customers. Analysing competitor strategies, optimising your content, and engaging with the audience through targeted efforts are powerful tactics to grow your digital presence and outperform your competitors. Start implementing these steps today and watch your digital audience expand rapidly.
If you would like support with building a prominent digital presence for your brand, optimising your digital strategies to maximise ROI, or tap into new audiences, Ceuta Group, an IQVIA business, can help. With over 70 award-winning Google, Amazon, and social media marketing experts, plus a dedicated omnichannel market execution team, we can empower you to streamline operations, maximise ROI, and achieve sustainable brand growth.
To find out more about how to unlock the true potential of your brand, get in touch
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