Is Whole Foods Fumbling Its Marketing Play for Millennial Health & Nutrition Dollars?

Whole Foods

After losing 20 percent of their value in the last year, Whole Foods is hoping to tap into the buying power of the “thrifty” Millennial generation by opening a less expensive chain of stores in 2016.

Unfortunately, the famously overpriced health food store brand that is referred to nationwide as “Whole Paycheck” may be facing an uphill climb. Here’s why:

Millennials Shop Differently
In my last post 5 Ways Millennials Shop (and How It Affects Health and Nutrition Marketing) I explained that Millennials are less brand and channel loyal than other generations of shoppers. This is true whether they are buying household goods or organic produce. They want convenience and quality at a fair price, and they don’t care where they find it. Continue reading

Organic SEO Marketing for Health Nutrition Brands

Organic

4 ways creating natural content is like selling organic products

As Health Nutrition marketers we don’t often consider the difference between SEO and organic SEO, but it’s important to remember they are not the same thing. Basic SEO is about manipulating content to ensure that search engines can read it. Organic SEO is about writing quality, targeted content to ensure that the right people read it. It’s like comparing brand name tomatoes to the organic varieties. They share similarities, but the natural approach always results in a more satisfying product. Here are 4 reasons the same is true for organic SEO:

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Using the Principles of Health Nutrition Marketing to Sell Natural Beauty Products

How to use ingredient-focused keywords to boost sales

Dream

Marketing natural beauty products in the same way as general cosmetics will be largely ineffective, because the competition for beauty-related keywords is so fierce. Consumers who are interested in health and health-related beauty products speak a different language. If you really want to drive sales, you’ll want to be sure you are speaking that language, too. My suggestion is to think like a health nutrition brand, and focus on ingredients.

Most natural beauty brands will rely on the keywords general keywords like “organic”, “all-natural”, “plant-derived” or even “chemical-free”. This is an approach that will keep you on par with the competition, but not help you pull ahead. To rise to the top in search results, you will want to consider adding keywords that are more specific to your product or brand. Usually, this means focusing on a trendy ingredient.

Leveraging a trendy ingredient will help carve out a niché for your product. If you sell multiple products, you’ll want to isolate one ingredient for each item. Some examples might be a beauty product that contains hemp. Google “hemp beauty products” right now; I’ll wait…

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