How To Market Your Weight Loss & Nutrition Program

You know what works—and what doesn't.

Your company's track record of helping people make healthy changes is rock-solid. Now, you just need a steady flow of clients.

Why is so hard to get more customers?

Extremely noisy competitive landscape: health clubs, Weight Watchers & other chains & franchises, Noom & other online programs, HGH/hCG clinics, bariatric surgery, medical weight loss via Xenical, Qsymia, Saxenda, Contrave, phentermine, etc.
Lack of clarity about which competitors are actually biggest threats & why
Lack of confidence in pricing given vast range of prices at other businesses
Highly seasonal sales cycle creates feast/famine problem
Hyper-promotional marketing overlooks prospect's mindset, life experience with weight, food, health
Emphasis on promoting general weight loss themes vs unique program focus, approach, features & customer experience
Lack of familiarity with how licensed providers can safely share HIPAA-compliant content & photos

Missing the content & intermediate calls to action that can nudge the sales process forward
Difficulty translating personal weight loss or eating lessons into coherent ad message for prospects elsewhere in their journey
"Me-too" or soundalike marketing obscures authentic differences between businesses
Trying to be everything to everyone vs zeroing in on clients you're best at working with
Trying to grow by "copy & pasting" existing programs to new audiences with different needs
Focus on easy/cheap but ineffective marketing (ex: social posts, keyword stuffing
Specialist advertising knowledge required due to FTC, Google, Facebook weight loss advertising rules & regulations

What's the best way to get more weight loss customers & nutrition clients?

The Local Marketing Triangle^©
for Health & Wellness

To get more customers, you've got to get your business in front of people who don't know about you yet and are actively looking to buy services like yours.

The Local Marketing Triangle achieves both goals:

Google Ads promotes your business to people actively looking to buy services like yours
Your Google Business Profile earns your visibility in local 3-pack, next best thing to an ad
Your website does the heavy lifting: anticipating what prospects typically wonder and worry about

More about the Local Marketing Triangle >

"But...what about backlinks? Directory citations? E-books? Facebook? TV? Radio? Postcards? Etc."

Backlinks and directory citations? Important years ago. Today, no longer relevant for local search. You can safely forget about them.

TV, radio, newspapers & direct mail? They target everyone in a region, so you pay to show your ad to lots of people who will never care about what you sell. That makes it an expensive way to get prospects. Worth a look as a secondary strategy, but not as your primary marketing tool.

Facebook Ads? At least you can target people interested in a broad category, like fitness or yoga. But unlike Google, it doesn't show ads based on purchase intent. And it significantly restricts what health and wellness ads can say or show. Worth a look once you've got Google Ads, your business profile and your site dialed in—but it shouldn't be your primary advertising tool.

Facebook business page posts? At least they're free. But they only show up in newsfeeds of people who already know about you. You need awareness among people who don't know about you. Better for staying connected to customers you already have.

E-books or PDFs? Potentially useful lead magnets—once folks are in your sales funnel! But they don't help people discover your brick-and-mortar wellness business in the first place.

"Research shows that more than 90% of qualified leads for local health and wellness businesses come from Google Ads, your Google Business Profile, and your website, so that's what deserves your time and budget."
~Don Muchow, Radial's Chief Content Officer