Encanto Nutraceutica, a company specialising in the formulation and contract manufacturing of food supplements, nutricosmetics, sports supplements and complementary animal feeds.
Since 2022, Apparire has been defining and delivering the company’s communication and marketing strategy across all its services
Website
The project encompassed the definition of the information architecture for a product and service catalogue structured across multiple levels — sectors, typologies, packaging formats — and its adaptation into four languages. The Encantopedia section was conceived as an editorial hub dedicated to in-depth technical content on ingredients, formulations and applications: a body of original content designed to support the site’s organic positioning and consolidate brand authority within the nutraceutical sector.
The work included the production of photographic content, also with the use of AI, iconographic research, SEO optimisation of the entire structure, the management of Ads campaigns and support for communication across social media channels.
SEO
The search engine optimisation strategy was built around the site’s structure itself. A catalogue comprising dozens of product pages, distributed across multiple taxonomic levels — sector, typology, packaging format — and replicated in four languages, requires an SEO architecture that avoids cannibalisation between pages and ensures each piece of content achieves autonomous positioning. The work involved defining the URL hierarchy, the multilingual metadata structure, the internal linking between catalogue pages and Encantopedia editorial content, and the technical optimisation of site performance. The Encantopedia section plays a central role in the organic strategy: each in-depth article on ingredients and formulations targets specific informational queries within the nutraceutical sector, building over time a positioning that the product catalogue alone could not achieve.
Ads
The management of digital advertising campaigns for Encanto operates within a B2B context with specific characteristics: the target is not the end consumer but the procurement manager, the formulator or the brand owner seeking a contract manufacturing partner. This requires a selection of platforms, formats and audiences that differs from a consumer campaign. Campaigns were structured to generate qualified leads, directing traffic to the most relevant site pages for each segment — food supplements, nutricosmetics, sports supplements, complementary animal feeds, food packaging — with targeted landing pages and conversion tracking throughout the entire contact journey.
Social
Social media communication for a B2B company in the nutraceutical sector does not follow the logic of consumer visibility. It is not about generating engagement at scale but about maintaining a recognisable institutional presence, consistent with the brand’s positioning and useful in sustaining the relationship with a professional audience. Content was developed in continuity with the site’s editorial line — in particular with the Encantopedia features — adapted to the formats and timing of each platform. The objective is to consolidate the perception of Encanto as a competent and structured partner within its sector, not to pursue volume metrics.
Newsletter
Among the marketing actions connected to the website’s content, the newsletter represents the tool for direct contact with a profiled audience of existing and potential clients. In a B2B sector such as nutraceuticals, where decision-making cycles are long and the choice of manufacturing partner is based on perceived competence, periodic email communication allows the relationship to be maintained without the commercial pressure of direct contact. Email campaign content is built in synergy with the site’s editorial plan — new Encantopedia features, catalogue updates, innovations in formulations and packaging formats — with audience segmentation that distinguishes between the different areas of interest: food supplements, nutricosmetics, sports supplements, complementary animal feeds and food packaging. The objective is not frequency but relevance: each send reaches the recipient with content pertinent to their specific field.
