by Matt Weik
I've seen so many supplement brands copy themselves, using the same marketing techniques, even the wording on their labels and website is similar. So how can a supplement brand differentiate itself from the rest of the companies? It's simple, put yourself in the shoes of your consumers. What do they do? What are they committing to? Where do they spend their time? If you paid attention to them, it wouldn't be an "ah-ha" moment.
Times Are Changing - Change With Them Or Be Left Behind
One of the best ways I think a supplement brand can differentiate itself from everyone else is by leveraging podcasts and videos. Think about it. More and more people are moving off cable and turning to other streaming services or skipping it altogether and only watching YouTubers content. People skip the radio for podcasts like the Joe Rogan Experience.
According to Oberlo, YouTube has two billion users around the world. It is the second most popular social media platform. At least 90% of those who use YouTube are between the ages of 18 and 44 (the same demographic that many supplement brands seek out). Every day, Internet users watch one billion hours of YouTube content. 62% of businesses use YouTube and 90% of consumers say they have discovered new brands or products on the platform. So the question becomes, why isn't your supplement brand using it?
When it comes to podcasts, MusicOomph.com has put together statistics which show that there are currently over 700,000 active podcasts with over 29 million episodes to listen to. One of the five most popular genres of podcasting is health. When examining consumer behavior, they found that those who listen to podcasts are more likely to follow companies and brands on social media, and 69% said podcast ads have made them aware of new products. .
Again let me ask you… “Why aren't you using these platforms?” Creating a YouTube channel or podcast is extremely easy and integrates perfectly with your social platforms.
What type of content would be the best?
For starters, the last thing you want to do is make one or both of the platforms you choose to use only relate to your brand of supplement. Constantly hearing yourself pushing your products and your supplement brand will turn people off very quickly. That's not to say that you shouldn't have a few pieces of content around key products, ingredients, or new launches. Don't make it the center of attention.
What you want to do is write content that resonates not only with your target audience, but also with the people who are currently purchasing your products. If your target demographic is elite professional athletes and you have content on how to help your nails grow, what exactly are you waiting for? In this example, you would like to create training and nutrition for performance content. Sure, somewhere in there you can mention any of your products, but the subject shouldn't be shouting "go buy my supplements".
You want to focus on bringing VALUE to your audience. When you do, you become an authority in your niche / industry and earn the respect of your audience.
It would be wise to come up with some sort of content strategy for your YouTube and / or podcast platform. Better yet, what I would recommend is recording your content for YouTube and then extracting audio from a podcast. Essentially, you kill two birds with one stone. You get content for two extremely popular platforms by registering a single piece of content. It saves you time by streamlining the process.
How often should you post content?
I recommend that you post content once a week or every two weeks. Get a feel for what your audience wants and record different types of content. One on Fitness, one on Health, one on Supplements, one on Nutrition - and find out by viewing views and downloads which episodes performed best so you can gauge what your target audience is. From there, you can better strategize. Also, don't be afraid to ask what content people would like to see. Ask them to tell you in the comments, which also helps build your engagement and get picked up by algorithms.
As your audience grows, consider adding more content to the calendar - two to five content items per week if you think posting more content is beneficial and helps grow your supplement brand.
What is the investment?
The advantage of starting a YouTube channel or podcast is that the investment is almost zero. You don't need professional production just to shoot a YouTube video or podcast. With a few hundred dollars worth of equipment, you're good to go. You can then edit using free software that can be downloaded online or you can upgrade to better editing software if you want.
Don't have time to make content? Hire someone to do it for you.
Although you may worry about the investment of time and money, there are still ways for you to see a return. Remember, this is YOUR channel and you can push people to your supplement brand's website not only by asking people in the content itself, but you can also have links in the notes and description of the program. The more people you can send to your website to increase traffic, the more likely you are to convert some sales.
So what's the take home message? Your audience listens to podcasts and watches YouTube. Why not market your brand of supplements to your consumers to boost sales and brand awareness? Need help? Let me know. I would be ready to chat with you to help you understand the power behind these platforms.
For many women, getting motivated to weight train is easier than ever; after all, there are a wide range of health- and physique-related reasons to pick up the iron. Unfortunately, as women, we just don’t have the level of anabolic hormones in our body that men do, so building force is, and probably always will be, more challenging. This does not mean, however, that it’s ! It’s just going to take a strategic approach.
Here to share some of their best tried-and-true muscle-building tips are the fit beauties from NLA. Listen, learn, and grow !
The ' eat no more than absolutely necessary ' approach won’t suffice if you want to add force. In fact, figure pro and NLA-sponsored athlete Jessie Hilgenberg says eating enough is one of her top priorities, which is one reason why she leapt at the opportunity to show us what’s in her fridge.
' It’s all about eating to fuel your zones musculaires, ' she says. ' A lot of us can’t get over that hurdle of gaining muscle, because we simply aren’t eating enough to support and maintain growth. '
She likes using the IIFYM ( if it fits your macros ) approach, as it allows her to figure out the best formula that fits her body. ' It breaks it down into how much protein, carbs, and fat you should be eating for your activity level, ' Hilgenberg explains, ' and often, it’s more than you think ! '
There’s nothing wrong with full-body workouts. Many women are able to build appreciable muscle by training every major muscle group a few times a week, especially when they first start. But if your total-body approach isn’t taking or has plateaued, it might be time to try a body-part split.
This is what finally worked for NLA athlete and bikini competitor Theresa Miller, which is why she advises hitting each main muscle group alone for maximum intensity. ' It’s important to come up with a good weekly training schedule that best suits you and your body type and goals, ' she says. ' I like to devote specific days to focus on certain muscle groups such as shoulders, back, and legs. '
There are many ways you can organize your split. For example :
2-4 workouts a week : Push/pull ( squats and pressing motions one day, pulling motions the next ) 2-4 workouts a week : Upper body; lower body3 workouts a week : Legs; push; pull4 workouts a week : Chest and triceps; back and biceps; legs; shoulders and abs
Here’s the catch : These workouts should still be hard ! Embrace the challenge, and find out what #legday is all about. It could be just the thing to take your results to the next level.
When you increase kcal and protein, it can be tempting to up your cardio as well. After all, you don’t want to gain the wrong type of weight, right ? Jessie Hilgenberg says that mental trap might be just the thing that’s holding you back. ' You don’t need to spend hours doing cardio—especially when you’re looking to add muscle, ' she says.
It can help to think of it this way : Every calorie you burn on the treadmill is one that your body won’t use to build force. If you’re looking for a challenge to replace all that cardio, Hilgenberg advises hopping into the squat rack and pushing new limits rather than continuing to submit to your old ones.
For NLA athlete and bikini pro Amy Updike, results came when she started really adding weight to the bar. ' I try to lift the heaviest weight I can while still maintaining proper form and reaching the range of 8-12 reps per set, ' she explains. ' Heavier weight for me means the bourrinage has to grow in order to lift it. '
Don’t expect to get a lot stronger overnight, though. Slowly add weight to the bar, giving your body a chance to rise to the challenge. While you may not add weight to every lift in each workout you do, you should see a gradual upward trend. If it’s been six months and you are still using the same weights, consider this a clear sign that you need a change of approach.
When you’re doing endless reps with tiny light weights, you can get away with sloppy form. That changes once you commit to lifting heavier. Form needs to become a top priority !
' Don’t get sloppy, ' advises Miller. ' Always do slow, controlled movements when hitting each rep. This will help you feel the movement and the burn in the right places.
One great thing about that 8-12 rep range is that it is low enough to help you gain some strength, but high enough that you’ll feel that important mind-muscle connection—the feeling that helps you ensure you’re sérieux the right force fibers and getting the most from each exercise you do.