From healthy foods to home workout options, the health and fitness arena offers plenty of room for innovation. People are always looking for products that can help them stay healthier and improve their lives, so chances are your product will work for someone.
Take for example Dr. Mike Varshavsky. It is an online health influencer whose main audience is on YouTube. Varshavski explains common fitness mistakes and debunks health myths, focusing his content squarely on the average person.
Product of Dr. Mike is information, and he has figured out how to use it to create value for his audience: being communicative, evidence-based, and Health wellness respectful of his audience. His channel has over 7 million subscribers.
Here we'll walk through how to find the group (or groups) or people who can get the most out of your product and make sure they learn about your business.
Ask the 4 'W'
Journalists want to know the "who, what, where, when and why" of a story so they can deliver that information to readers. To find your target audience, you'll do something similar, except ask:
Who do you want your product to serve?
What is their main problem to solve or aspire to fulfill?
Where do they spend their time online?
What value can you offer them for free?
Narrowing down the "who" to identify typical customers for health and fitness products is the first step, and there are several methods to answer this question.
Who is your product for?
Whether you're selling a running tracker or a compact exercise machine, you need to figure out who your target audience is. Digital health and wellness products in particular are booming right now as people look for ways to stay healthy at home.
What is their main problem or desire?
You may hear this as a “pain point”. It's a challenge in someone's life that made them look for a product like yours.
Maybe someone has just started running and needs to find the perfect beginner running shoe, or has started lifting weights and wants a healthy supplement to help build muscle. These people have needs they want to fulfill, which can help you predict their actions.
Where do they spend their time online?
Once you know who you're marketing to and what their main challenges are, you need to figure out how to reach them. The easiest way to do this is to find out where they spend the most time online.
Is your target audience likely to be in certain groups on Facebook? Are they in the age range that uses Instagram daily? Would they go to YouTube for health and fitness videos?
