We are a few weeks into January and many New Year’s resolutions have been broken. Yet, some are still going strong. Lots of people are sticking to dry January and continue to order the popular meal-prep boxes, and that's great! During this time we tend to always see an uptick in health, wellness, and fitness stories, however, I don’t expect to see them slow down anytime soon.
If you are a health and wellness brand you have a huge opportunity to be in the media, and it’s imperative that you cut through the noise and be seen and heard. The findings from ADM's OutsideVoice research portal showed that 77% of consumers want to do more to stay healthy in the future.
However, it’s not just about media placement. It’s a combination of social media, videos, and influencer outreach.
So how do you get noticed? I've compiled a quick list of 5 ways that YOU can get in front of your audience that you can start implementing today!
Set your Brand Apart
What makes you different? Who is your target audience? This is very important to do before you begin pitching to the media. Journalists receive hundreds of pitches a day and the only way to get them to open your email is to stand out.
Up your Social Media Game
Social media is extremely important for health and wellness brands. Instagram is the number one platform for this industry. This social media giant has nearly 1 billion active users and it continues to grow.
- Use beautiful imagery and videos of your product or service. You can do this as a video or through Instagram Reels or IGTV.
- You want to constantly engage with your audience on every post. Be sure to respond to comments on your feed as well as Instagram stories.
- Instagram stories are getting more views than posts, so take advantage of that.
- If a consumer tags you in their story, give them a shout out or reshare it.
- Ask your audience questions and make them part of the story. This shows your audience that you care about their voice and what’s important to them.
- Hashtags are also really important especially on specific health awareness days.
Work with Social Media Influencers
If you want to get your product in the hands of influencers, you will most likely have to pay for them to promote your product, but it can definitely be worth it if their audience is your target market. Influencers have audiences who trust them and that is the key...trust.
BUT, oftentimes you can offer to send and share a product with micro-influencers that you reach out to, and even better if you take the time to build a relationship with them. Don’t let the word "micro-influencer" make you think that they are too small for your brand. While micro-influencers have a smaller audience, they tend to have a deeper connection with their audience and that is exactly what you want.
Establish Yourself as an Expert
Position yourself as an expert in your field. This will get your company name out there and you will begin to establish a relationship with journalists and influencers. The media always needs sources and if you do a great job with one interview with them, I guarantee that they will keep your contact information. If there is something trending in your industry go ahead and reach out to a journalist and let them know that you can weigh in on that topic.
Share Your Product
If you have a product that you want to let the media know about, send the editor your product. It’s one thing to send a pitch and talk about how great your brand is, but it’s another thing to actually feel it, try it, or taste it. I have talked to many journalists and they love when they receive products. It’s just another unique way to get their attention.
The health and wellness space is very crowded and expects to get busier. But don't let that discourage you! Use it as motivation to continue to set yourself apart and use creative ways to get the media’s attention and show your audience that your product or service is the best.
Keep plugging away and remember, consistency is key.
You've got this!!