Having a successful health coach business is about more than helping clients achieve their wellness objectives. It requires engaging with existing clients to keep them motivated and informed, and a constant foot on the pedal to keep the pipeline of new business pumping.
The internet and social media have given small businesses access to a global market. But it can all be a bit overwhelming. As a business owner, it can seem like you’re also required to be a marketing whizz to get yourself established.
However, a basic understanding of the tools available and a few simple tips can make a world of difference.
In this post I wanted to share specific information on SEO for wellness brands and how you can make Facebook advertising work for you.
I have a website and a Facebook page for my business, but they don’t do anything for me!
If this rings true for your health coach business, join the club. The reality is, nearly every business has a website and Facebook page. Which means, unless you’re a well-known brand, it’s unlikely anyone is going to search for you by name.
Searches on generic words or phrases will likely bring up your competitors. So the challenge is to get yourself to the top of the list on search engine listings, or direct people to your pages before they even start looking for providers.
Instead you want to solve very specific problems for your audience, and then tie your services in when they know you’re knowledgeable!
SEO and Facebook ads are two of the most effective, and believe it or not, affordable ways to do this.
And when they are intentionally used together, the results can be impressive.
The Benefits of SEO For Wellness Brands
You’ve no doubt heard the acronym SEO bandied about, but what does it actually mean?
SEO drives users to your website and social media pages. Search engines like Google and others need to establish themselves as credible to keep attracting users. Imagine providing people with links to outdated information and websites of disreputable companies or ones that no longer exist. They will soon get frustrated and switch search platforms.
Search engines use algorithms to establish the credibility of a website. Algorithms assess various aspects and components of web pages. The sites that rank highest against these factors appear first on the search engine’s results, depending on the search words entered. These are the sites that users will visit first, so it makes sense to optimise your site to rank as high as possible for specific keywords.
Ranking factors and metrics are largely kept secret to stop people “cheating” the system. They are also changed regularly. However, some ranking criteria are released, and others are easily guessed based on search results.
Ranking factors include:
- Technical aspects of web design such as the time a page takes to load and whether the site is mobile-friendly.
- The use of keywords and phrases.
- The number of links, both inbound (other sources referencing your site) and outbound (you referencing other sites).
- How regularly content is added to and updated.
- The quality of content – from spelling and grammar to duplications, plagiarism, length, and depth.
- Engagement and other user activity on your site.
Top Tip: For a larger list of 200 Google ranking factors, check out this link here. Improving your ranking on any of these elements will help take you up the list of results in searches that include your keywords.
Organic Versus Paid Traffic
SEO-driven traffic is what’s known as organic traffic, and the easiest way to drive organic traffic is starting a blog for your website. In fact, your website’s content is a critical component of SEO for wellness brands.
Demand Metric research found that content marketing resulted in three times more leads than traditional marketing did. Plus, according to Tech Client, a website blog increases your site’s chances of ranking higher on search engines by over 400%.
Read More: “Do I have to blog for my health coaching business?“
Paid traffic is when visitors find your pages via paid adverts. You’re likely to have seen these adverts which usually appear on the top of search engine results pages (SERPs) and in the middle of social media feeds.
The two most common types of paid advertising are Pay-Per-Click (PPC) and Pay-Per-Impression (PPI).
- With PPC advertising, you will only pay when a visitor clicks on your ad. They work well with search engine users who are actively looking for something. Google AdWords and Facebook Ads are both PPC platforms.
- With PPI advertising, you pay for the ad to be displayed, regardless of clicks. You will need to specify upfront how often you want it shown.
PPI advertising makes it easier to control costs but harder to assess effectiveness. It’s easy to tell if PPC is working by the number of clicks you get. But it can get expensive because you are competing with other advertisers for the same space, and it becomes a bidding war of sorts.
Paid advertising can be expensive and a waste if your adverts don’t reach the audience you intend or if they don’t trigger the action you intended. But when used sensibly as part of an intentional marketing strategy, it can be worth every penny.
The Benefits of Facebook Ads
Facebook is the biggest social media app by far. If you’re in any doubt about its use and popularity, check out these 2021 Facebook stats by Hootsuite. They report that Facebook currently has 2,74 billion active monthly users.
But what’s even more impressive than that number? It’s intelligently sifting through these users’ information and activities to tell what they’re interested in seeing. And that’s what the Facebook algorithm does.
The Facebook algorithm works very much like those of the various search engines. By preventing users from being bombarded by meaningless content, it keeps them coming back for more. As the algorithm has matured, the organic reach of branded posts has declined, and it is now down to 5.2%. Simply put, most of your followers won’t see your posts in their feeds.
Paid advertising bypasses this, however. Facebook paid ads are the posts users see in their feeds labelled “sponsored.” They are available to Facebook business pages and are created and managed via the Facebook Ads Manager.
While they’re not free like posts, they can be worth considering for the following reasons:
- There are several types of ads available on Facebook. Options include simple images, carousel ads, video, and poll ads. Lead ads make it easy for users to enter data, and dynamic ads can track behaviour or preferences. And Messenger ads appear in the Facebook Messenger app.
- You can specify the objective of your ad and be billed accordingly. You might wish to drive people to your website, get them to download an app, or watch a video.
- You can target users precisely based on demographics, behaviours, and interests. Or it could also be based on their connections to your page or events you managed.
- You can control what brands are placed alongside your ads.
- You can control costs.
- They can drive organic Facebook traffic if used correctly (see below).
Top Tip: The Ads Manager interface is extremely powerful, but the flexibility can make it confusing when you’re just starting. You can select the default options to start with but it’s worth looking at this video tutorial for beginners to see if it helps.
The Caveat To Facebook Ads
The one thing I want to point out is that whilst SEO is universal to anyone with a website, Facebook Ads are only suitable for you if that’s where your ideal clients or target audience is. Make sure before you start spending money you’ve really narrowed down your audience, and know for a fact they are on Facebook.
How SEO and Facebook Ads Work Together
The secret to getting the most out of paid Facebook ads lies in their tie-up to SEO. Thinking of ads purely as a way to sell products and services is where many amateurs go wrong.
Organic Facebook traffic is controlled by the Facebook algorithm. And the algorithm gives weighting to user engagement. The more users engage with your posts, the more likely your posts will appear in your followers’ feeds organically.
This makes it very difficult for new businesses to gain followers because it’s a “chicken-and-egg” situation. However, if you use your paid ads to post content that grabs users’ attention and gets them to engage, your “free” posts will gradually get more and more exposure.
And why does this matter for SEO?
When you have a lot of social media engagement, particularly those that are clicking through to your website, it’s an indication for search engine’s that your content is popular and valuable. Particularly for those who naturally and organically revisit, or stay a long time to look around your site.
Posts that prompt engagement for your Facebook page include polls and competitions. Links to entertaining articles or videos on your website will help with SEO on both platforms.
Top Tip: Keep conversations active by asking and replying promptly to questions, or having conversations in the comments and tagging others.
Facebook ads can be used to prompt engagement, as opposed to directly selling products and services. Understanding this is a fundamental building block of an integrated SEO and Facebook marketing strategy.
Knowing this can make it much easier for health coaches to market themselves successfully. After all, you know what your audience is interested in and the conversations they enjoy. Just give them what they want, and the rest will follow!
If you need a hand with creating a speedy and optimised website, or creating a design that makes people want to revisit. Drop me a message and I’ll see how I can help!