Growing your brand with influential experts

Transcription

1 The Experticity Resource Library no. 35 An Experticity How-To Guide Growing your brand with influential experts Nutrition version 01

2 We know your experts. Do you? Like it or not, everything you eat affects your body. Nutrition is the backbone of good health and we ve got experts that can tell you why. They invest in continued education and they recommend the best regimens for clients and friends looking to invest in better health. They re passionate about nutrition, and building a relationship of trust with them is worth it: They can be a powerful voice for improving brand awareness and growth. What s Inside 1. Meet your match Your brand already has advocates and experts. Let s talk to them. 2. Hear what they have to say Find out what this important community has to say about your products and brand. 3. Help them talk the talk Connect with your experts so they can make informed recommendations. 4. Don t forget walking the walk The more experience they have with your products, the more they can say about them. 5. Gather and share inspiring content Lucky for you, experts have big, inspiring lives and the social posts to match. 6. Case studies See experts in action.

3 1. Meet your match Meet Heather Silva. As a personal trainer, weight loss coach and associate in a nutrition shop, to say Heather feels passionately about nutrition would be an understatement. It s her profession, her hobby, her life. Heather s always been interested in nutrition and fitness. At just five years old she was plucking vegetables from the family garden and experimenting with original recipes. And then there was her Jane Fonda fascination, encouraging her brother to join her in ballet aerobics in front of the TV. Now working in the field she loves, Heather finds joy in seeing her clients reach their goals. She remembers the change she saw when a client lost more than 60 pounds. After she lost the weight, not only did she feel healthier but she was genuinely happier, Heather recalls. Foster trust When you re creating great products to improve the health of your consumers, you need experts like Heather to share what makes your product different. Getting to know the nutrition experts and making yourself accessible to them is the first step toward building a trustworthy relationship. There are a lot of influencers out there with a lot of social media followers, and our experts certainly are some of them. But a lot of our experts are the people you interact with every day, the ones you know and trust: a friend, a neighbor, a colleague whose healthy habits inspire you to eat more salads. When they give you their opinion on a brand or product, you know it s because they re passionate about it, not because they re being paid. Insights Experts like Heather have 12x more buying conversations a week than the average consumer 82 % of people who receive a recommendation from a passionate expert or someone who works in the industry are highly likely to follow it

4 2. Hear what they have to say Experts love sharing insights on brands they love and products they trust. So before your brand crafts an engagement strategy, make time to survey these potential advocates. Ask thoughtful questions and truly listen to what they have to say. Not only will you build brand affinity with a loyal crowd, you ll gain valuable insights you can use to improve both your product and marketing strategies, too. Find out what these experts are seeing and thinking, and how they perceive the latest trends. Are they recommending you already? Why or why not? Experts can provide valuable input on your products long before you re even ready for market. Your consumers trust experts. You should, too. Insights Even after just one online session with a brand on Experticity, influential experts like Heather are: 4x more likely to recommend a brand 87 Proven to sell % more than their peers

5 3. Help them talk the talk Identify your brand s most influential experts, then offer them regular insider access to engaging content and products that keep them coming back for more. Whether it s investigating the validity of a diet trend or obtaining an exclusive sneak peek at the science behind a supplement, nothing inspires passionate nutrition experts more than being the first in the know. It all adds up to a loyal, lasting connection and experts who can t stop talking about your products. Quick Tip: Keep them on the cutting edge. Heather is constantly asked for recommendations on everything from the best multivitamins to which probiotic has the longest shelf life. Want a place in that conversation? Connect with experts like Heather authentically and give them first-hand access to your products and people. Educate them on what sets your brand and products apart, and let them dive deep into your technologies, product lines and even brand culture through interactive and video content.

6 4. Don t forget walking the walk The most trusted recommendations come from people who ve had first-hand experiences with a product even better if those people happen to be influential experts. Experticity can help you get more of your products into the hands of the very experts who are most trusted for their advice on what to buy. In the process, you ll be giving them much more to say about what you sell. Seeding products to top experts either free or at a deep discount and then getting their authentic feedback is a great way to build both word-ofmouth credibility and excitement around new products. Insights 83 % of WOM recommendations are tied to personal experience with a product/brand 2/3 rds of social buying conversations happen offline An offline buying recommendation is 5xmore likely to drive a purchase

7 5. Gather and share inspiring content heatherhorne 5 D Stand back and let influential experts do what they do best: inspire others to love your brand. Whether it s word-of-mouth recommendations for your new prenatal vitamin or authentic UGC posted on social media that features your brand front and center, these passionate storytellers can drive engagement. Our experts can also craft honest, credible reviews for your online sales channel to provide recommendations on why they believe your products are necessary for optimal wellness. 271 Los Angeles Fit Expo was awesome today. D.M.liftSMART with Dean Michael. SHOW MORE For example: Skullcandy invited experts in the Experticity network to field-test new products and provide honest reviews. Sure enough, 82% of the experts who participated in a product pre-launch shared reviews on the Skullcandy website. Taylor Jenni Raymond

8 6. Case studies StriVectin rewarded beauty expertise with insider content and exclusive access to its products. Sure enough, experts were 2x more likely to recommend the StriVectin brand after engagement. KitchenAid offered exclusive product and brand access to trusted retail experts at a top housewares retailer and found that the more they engaged, the more they sold. Store locations with seven or more engaged experts sold 97% more KitchenAid products than those who didn t engage with KitchenAid content on Experticity. The North Face surveyed industry experts on the styles and features they d like to see in future product lines. Their product team has now received 275 valuable expert insights.

9 Find out what experts can do for you Experticity is the world s largest network of trusted experts whose passion, experience and knowledge makes them powerful brand advocates. Join the 500+ brands who already use Experticity solutions and connect with experts who authentically build brand awareness and help you sell more. business.experticity.com/learn-more/