Vous Vitamin digital marketing strategy has allowed the brand to nearly triple its revenue in 2020. They are strategic in the platforms they use to reach their mature audience over the age of 40. Vous Vitamins offers consumers a premium, all-natural vitamin supplement products, personalized to their unique health needs. They also found that their blog site and posts create organic traffic for their website. While the company’s target market is currently 40 years old and over, the company is hoping that as it grows and generates more profit it will have the budget to reach a much broader audience.
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Target Market
Broadly, their target market is adults in the United States. But Vous Vitamins found they mainly resonate well with more mature consumers, who are 40+ years old. These consumers are generally Gen X or Baby Boomers. The company found that their loyal customers really like their model, which is really grounded in science and clinical evidence. Older adults are more intrigued when they find that this is a physician-led organization and become more interested in what the assessment will tell them about their vitamin/health needs. However, as the company continues to grow and generate more profit and income it will have more funds to reach a much broader range of consumers.
Vous Vitamins believe they cover a large range of consumers in terms of marketplace sophistication. The company is able to reach both customers who are not really sophisticated or educated on supplements and customers who are. For customers who are not really sophisticated around supplements. The system makes it easy for customers, who are looking for guidance to enter their personal data and get a recommendation back. This service is more than they can get from a random employee at a store.
For more sophisticated consumers who are more knowledgeable in nutritional supplements, they recognize that even some common off-the-shelf multivitamin brands are ineffective products. Many of those vitamins include unnecessary ingredients and a lot of them have dosing levels that are way too low for an individual’s personal needs. So, even more, sophisticated consumers recognize that mass-market multivitamins do not get the job done. So, when they look for a more effective daily product for themselves, Vous vitamin’s system is the way to receive that product.
Vous Vitamin Digital Marketing Strategy
Their digital marketing strategy is built around many different factors. They use digital advertising on different platforms like Google, Facebook, and Instagram as part of their digital marketing strategy. Other platforms they use are niche digital channels. They also feel like they receive a lot of organic traffic due to the quality of their blog posts. They keep up with consumers through email marketing and tailor their emails to information that relates to them. However, despite the different platforms they utilize they try to keep the content on each platform similar.
As part of their marketing, they work to tell the story of their company based on the two doctors who found the company. They highlight that the doctors set out to clarify the confusion for their patients around vitamins and supplements. They are also constantly looking for ways to create new discoveries for potential consumers.
Blog Posts
Vous Vitamin prides itself on having one of the most expansive content libraries in the industry. They have a large library of content that is written by board-certified physicians. They have over 100 articles written by doctors on vitamins and fatigue, skin health, heart health, cancer, migraines and headaches, and a range of issues. It took the company years to put together the content library, which is readily available on the website. Vous Vitamins finds that they receive a lot of organic traffic because of the quality of their content.
Did you know that 60% of people purchase a product after originally reading a blog post about it? Vous Vitamin’s extensive content library can help convert blog posts visitors into customers for the company.
Email Marketing
Vous Vitamins uses email marketing to reach consumers who may be visited their website and took the assessment quiz but did not follow through with their purchase or customers who canceled their subscription. They send them special offers to follow through with their vitamin subscription and they send them educational materials to be better informed about their products. They also push their blog posts to consumers through email in a more personalized way depending on the information they share about themselves. With a D2C personalized you can communicate with consumers in a more defined way about themselves and their health rather than sending them something that they do not find relatable.
Social Media
Vous Vitamins uses social media like Facebook and Instagram to target consumers. They also retarget those consumers who find them through different channels like social media ads or search ads. More specifically they focus on putting a large portion of their marketing budget into platforms where they are most likely to reach their target audience of more mature consumers. Vous Vitamins has to be strategic on which social media platforms they decide to display their ads on in order to reach their appropriate target market. They monitor results on the different platforms and shift their budget accordingly in order to generate a positive return on investment.
Referral Partners and Affiliates
As part of their digital marketing strategy, they also work with referral partners to send traffic to their websites. They have a range of partners from employers, brokers, other wellness companies. Their partners really buy into the idea of customized vitamins for consumers. The company has done different testing to find if the landing page or the home page has a higher conversion rate. They found that the home page is the best-converting page which they currently use as their landing page. For different partners, they will have partner-specific landing pages.
One of Vous Vitamin’s most recent partnerships is with Pops to help individuals with diabetes manage their blood sugar levels. Pops uses an AI-powered virtual health assistant that connects to Pop’s Rebel glucometer to monitor blood glucose. The AI health assistant will ask users about dietary supplement use and connect interested users to information about using vitamins to help manage blood sugar. Users will also be able to access Vous Vitamin’s five-minute health and lifestyle survey for determining their single-tablet vitamin blend that matches their individual needs and receives discounts on their Vous Vitamin purchases.
Competitors
Many consumers stick with a handful of pills for their daily nutritional supplements, which is something that Vous Vitamins works to avoid. In the competitive landscape in the personalized vitamin category, many of the solutions in the market are personalized pill packs. These companies will take the consumer’s data, similar to Vous Vitamins, and assign their customers anywhere from 8-10+ pills and powder to take each day. For many consumers that is not a realistic long-term solution for their vitamin needs.
Vous Vitamins work to create a higher dosage single vitamin tailored to the individuals’ needs. There is no other vitamin brand in the market that is using the consumer’s data to get them to fewer pills and powders and more efficient results.
Conclusion
Vous Vitamin’s digital marketing strategy has allowed the brand to nearly triple its revenue last year in 2020. Vous Vitamins offers consumers a premium, all-natural vitamin supplement products, personalized to their unique health needs. Consumers take a quiz and Vous vitamin will provide them with a unique supplement plan designed to fit the needs of the individual.
The company is strategic in the platforms they use to digitally advertise their products to reach their mature audience over the age of 40. They also found that their blog site and posts create organic traffic for their website. Also, while the company’s target market is currently 40 years old and over, the company is hoping that as it grows and generates more profit it will have the budget to reach a much broader audience.
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