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Ask ten different people for the best way to diet and you’ll probably get seventeen answers. On any given day, millions of people across the U.S. are looking for the best ways to lose a few pounds, and they’re likely taking completely different approaches. While some are completely cutting out animal products, others are subsisting exclusively on Slim Jims and whole milk.
The diet industry is a vast and rapidly changing landscape. For marketers, it’s difficult to keep up with what exactly consumers are looking for. To some degree, of course, marketers can shape what consumers look for, but it’s a volatile environment nonetheless.
That’s why we’re here—to provide the data-backed, tried-and-true online advertising expertise diet advertisers need to navigate this unpredictable industry.
Let’s get to it.
In the dog-eats-dog world of search marketing, understanding searcher intent is absolutely crucial. When researching keywords and formulating bids, you have to consistently ask yourself: “Does this keyword demonstrate a readiness to buy? Or does it come from someone earlier in the purchasing process?”
When it comes to keywords that reflect the latter, it’s best to promote stuff that won’t cost a prospect any money—perhaps a blog post full of weight-loss tips, or a free trial to try out your company’s dieting regiment. If you advertise a product or regiment that costs money to someone who isn’t ready to buy, he isn’t going to click, and your click-through rate (CTR) will suffer. A lower CTR yields a lower Quality Score, which increases your cost per click (CPC) and diminishes your position in the advertisement rankings.
So, yeah—it’s important to recognize low purchasing intent.
Alternatively, let’s say a prospect searches something that demonstrates serious commercial intent. This is what’s known as a transactional search query, and the keywords within it are the ones you want to attach to your best, conversion-optimized ads. When it comes to the headlines for these ads, always make sure you’re giving the prospect what they want. Rather than asking “Can’t Seem to Lose Those Last 10 Pounds?”, tell the prospect that they will “Lose Those Last 10 Pounds in 2 Weeks.” The latter format tends to drive more clicks.
Our focus on helping SMBs grow means we’re keenly aware that marketing budgets aren’t infinite. That’s why we’re staunch advocates of supplementing paid search tactics with unpaid search tactics, otherwise known as search engine optimization (SEO). SEO best practices help you improve your position in the organic search engine rankings—the non-advertisement results that appear underneath all the sponsored stuff.
A lot of SEO comes back to content. As a diet and weight loss marketer, you should consider starting a blog on your business’ website. You can use this as a platform to share ideas about nutrition and exercise and as a way to capture leads who qualify for your products or services. This strategy is known as content marketing, and it’s an immensely powerful way to bring prospects into the top of your sales funnel.
Think of it this way: your awesome, informative blog posts bring people who are interested in losing weight to your website. Once they’re there, you ask them to perform some kind of first action—sign up for a free trial, enter an email address, fill out a survey, and so on. Once a prospect takes one of these actions, she’s in your sales funnel, and you have the information you need to nurture her and turn her into a paying customer.
In order to drive as much traffic to your content as possible, you need to get it high up on page one of the search engine results pages (SERPs). To do this, you need to show Google that you’re a reputable resource by earning links to your content from other websites. The best way to accomplish this is by publishing content that’s so good it gets links without you even having to ask. While possible, this isn’t the most realistic goal, so you’re going to have to do some outreach and ask websites for links. Or, you can pitch articles to content creators as a guest blogger. This way, the publisher gets content and you get the opportunity to link to your website.
For more tips on paid search and SEO, read the WordStream blog.