Finally Understand Your Customers
The Modern Health Nerd is here to help your plant-based, functional or better-for-you brand save time on marketing using educational written content that targets your customers' specific needs.
The Modern Health Nerd is here to help your plant-based, functional or better-for-you brand save time on marketing using educational written content that targets your customers' specific needs.
You have a great product.
You know it solves a real need.
So, you create content to grab attention, but you don't get the engagement you're looking for. The sales you expect don't materialize.
It's a classic case of putting the cart before the horse. You can't make content your customers like if you don't know who your customers are, how they think or why they they choose products like yours.
It's about more than creating personas. Your brand needs to show up in front of the customers most likely to benefit from –– and therefore buy –– your products.
Find their communities. Follow their favorite hashtags. Learn how they talk.
Then you can make content that hits the mark. 🎯
Work one-on-one with Sam, the Modern Health Nerd's Chief Nerd (that's me!) to create detailed customer personas, trace your customers' mental purchasing journey and identify relevant topics for your content.
We'll do all our strategy work in a collaborative Notion dashboard customized for your brand that you can access at any time.
Each week, we'll meet to share updates and discuss any questions you may have while I handle long-form content creation in the background between sessions.
Analytics show how your customers shop—not why they buy. Customer discovery reveals more about what your customers are thinking, which makes it easier target messaging on your site, in ads and in content.
Keywords help your website and content rank higher in search results but don't always reflect the language your customers use. To find this out, you need to find out how they talk among themselves.
Customer discovery digs into relevant online communities to clarify which questions, struggles and concerns to address and the right words to use to make your site copy, product descriptions and content resonate with your audience.
That depends! If you're already ranking well, getting a lot of traffic and making a steady stream of sales, you're probably good to go. But if your traffic isn't converting and your social media audience is full of crickets, your messaging might need work. Customer discovery can help there!
Written content gives you an almost endless source of ideas for your social media feeds. You can repurpose each written piece into dozens of posts, carousels, stories and videos to share across platforms for months. No more wondering what to post every day or scrambling to fill your content calendar at the last minute!
This is a bit tricky to answer. Longer content is usually more in-depth, which gives your customers a better grasp of a subject. You can use this to your advantage to clear up confusion about your products' ingredients or functions—which removes barriers to purchase. And long-form blog posts do tend to rank better on Google over time.
Other factors like site speed, page layout and user experience can affect conversions, so it's important to work on these in addition to content.
Knowing your customers means you don't have to waste time guessing the right words to use or channels to target. You can base ad creative, site copy, blogs and social media posts on concrete information about who you're selling to—and focus campaign spending on the best audience for your products.
Long-form content is a bit of a paradox: It's slower to rank but can remain highly visible in search results for years. The content you create today has long-term potential to build brand awareness and drive sales. And since you can keep refreshing and repurposing it, you can spend less time (and money) coming up with new content ideas and focus on other areas of business growth instead.
When you're clear on why your company exists, it's easier to find the people who vibe with your mission.
Going where your customers actually hang out means no more time (or money) wasted on trying to target theoretical, bland avatars.
Use what you learn to create content that gets engagement, builds trust and drives sales on every platform.
Go beyond content to build communities that support your brand and have the power to become a movement that makes a positive impact on the world.
What started as a journey to better health turned into a passion for sharing actionable, life-changing information. In 2009, I went plant-based; in 2014, I became a health coach. All the while, I was writing content to pay the bills.
But I’ve always been a writer. Since I was a kid, I’ve been crafting stories and writing informative reports. I’ve been hunting down all the news that is the news and digging into characters’ psyches because I love to explore.
And I spend the vast majority of my time hanging around with your target audience. I hear them talk, understand how they think and know the challenges they face.
Put it all together, and what do you get? The perfect recipe for helping health-focused CPG and DTC companies (like yours!) understand customers, create targeted messaging and stop wasting time on content that doesn't get engagement.
It’s my nerdy pleasure to unlock the secrets in your customers' heads and use them to help you succeed. Looking forward to nerding out with you!
