Everyone in the natural products industry seems to be on the social marketing bandwagon. They have their Facebook pages, Twitter feeds and YouTube videos. But what seems to be missing are their blogs.
I did a preliminary scanning of 20 fairly prominent natural products companies (products that I have in my home) who all had Facebook pages, looking for their blogs. I won’t mention the 18 that didn’t have any blog. The two that did were Tom’s of Maine and Stonyfield Farms. Tom’s posted periodically (3 times in one month, once in another etc.), while Stonyfield posted regularly, at least once a week.
So I ask all the other 18 natural products companies – what is a social media program without a blog? Haven’t you heard about the hub approach to social marketing, where it all begins with the website and a blog and feeds out from there to the social networks?
I realize that these companies do direct their social postings back to their websites, but to where? Probably to their home page, which rarely changes, or to their product pages, which pretty much ends the social dialogue.
What puzzles me is that if there ever was an industry that could create useful, meaningful, emotional, and interesting blog information, it’s the natural products industry. Most of what they create is for the wellness of people and the environment – topics that are of great interest to their constituency.
I realize blogging takes time, and coming up with content copywriting ideas can be hard, but the loyalty it could engender could be huge and long lasting. It would also give more meat to their social networking efforts. And it would help their organic search immeasurably (and anything organic to this group is usually highly appealing).