How Brands In Competitive Categories Can Stand Out From The Crowd

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by Lindsey Francy Jan 31, 2023 News
How Brands In Competitive Categories Can Stand Out From The Crowd

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There are brands in competitive categories that can stand out.

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Digital-age consumers don't have to go far to understand the intense product competition in the marketplace. A simple scroll shows us a bunch of new products to solve problems that we didn't know existed.

It can be hard to stand out in a sea of content.

The impact of COVID-19 has created new market demand in health and fitness that supports mental and emotional wellbeing. The market was $61.2 billion at the beginning of the pandemic. The market is expected to grow from $71.81 billion to $128.64 billion over the course of the next ten years.

Market discovery has never been simpler. Brands can target and educate consumers with the help of platforms. Getting consumers past the discovery phase is a challenge for many digital marketers.

There are some tips for doing that.

Lean Into Your Differentiators

It is important to focus on your strengths when you are in a popular area.

Duke Pitts says to be in constant pursuit of what makes your products unique. We need to acquire brands that meet a number of requirements, including unique ingredients, clinical trials, and innovative delivery systems.

A portfolio of brands and products is managed by healthy extracts. They were able to increase product subscriptions to fortify recurring revenue by focusing on social media and Amazon.

Value-signals such as green packaging or corporate social responsibility can also be related to product details. Both of the popular brands sell vegan ingredients.

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Consider Your Full Funnel

Product marketers often make a mistake of not thinking through their sales funnel. It is easy to get a consumer to notice your product on social media, but taking them from awareness to action is more difficult.

Digital marketers have the ability to plan for this. Targeting consumers at different stages of the customer journey is possible with the use of social media analytic and targeting tools.

Product awareness is the main outcome of campaigns. Consumers that have been made aware of your product should be targeted. It can be more effective to market campaigns with a call to action once consumers are ready.

Don't forget to engage your consumer after purchase to keep them coming back for more.

Give Content Creators Power

It's a popular way for people to discover things online. Some influencer marketing campaigns are better than others.

The most effective marketing campaigns ring true to the creator. An endorsement has a stronger word-of-mouth appeal when it is obvious that content creators are using products organically.

Content creators should be able to control messaging so that it's in their voice. It can be detrimental to both the content creator and the brand if the messaging seems corporate.

Whitney Johns Nutrition is a product line of Healthy Extracts, Inc. Allowing creators to have a stake in the product is a great way of aligning incentives and promoting authenticity.

It can be difficult to navigate a crowded content landscape, but a little digital marketing savvy can make a big difference. By being intentional about relationships with content creators and keeping messaging simple, brands will be able to take advantage of growing demand.