By Robin Russo
Lately, our most frequent topic of conversation with prospective HBA clients is how to engage consumers through social media — and why it’s so important in today’s app- and search-obsessed world. How can we measure social media results and will social media actually impact sales? In fact, we talk about this so much that sometimes we need a reality check. So I set out to unearth a few little facts to support RL&A’s case for social media marketing in our current world of tight HBA marketing budgets:
According to Google, consumer searches for beauty and personal care are up 15% — SKU proliferation in the marketplace and more complex product ingredients, additives and benefits (i.e. anti-wrinkle, probiotics, acai, stevia) have given consumers more reason to turn to search engines to help them in the decision-making process.
And in the blogosphere, the NY Times recently reported that there are now 3.9 million “mom” or “mother” bloggers offering up their views on a host of topics, from parenting to beauty and personal care and OTC health and nutritional products. Some of the top bloggers are even gaining celebrity-like status, showing up as experts on television and talk shows.
On the healthcare side, 80 percent of internet users search for health information online according to the Pew Research Center in a 2011 report. Two-thirds of internet users search for information on diseases and medical problems and more than half search for treatments/procedures for specific conditions. Looking for health information is the third most popular online activity, the report found.
Also according to Google, the rise of full internet adoption and increased search engine use often leads to brand interactions taking place between a consumer and a brand before that consumer ever sees a product on a shelf – or what they call the “Zero Moment of Truth”, or ZMOT.
According to a SymphonyIRI report, 83% of shoppers make their purchase decisions prior to entering a store.
The SymphonyIRI report also says that consumers are relying more on OTCs and self-treating to save money in our down economy. As a result of taking charge of their healthcare management, they are looking for guidance – NOT from doctors or pharmacists, but from the brands and companies they trust.
Social media marketing will improve your search engine ranking, when done properly. More importantly, a by-product of social media marketing is organic SEO – which is way more cost-effective than paid search.
Opportunity is knocking…just open the door. Anybody for a lesson on social media 101?
