Week 13: Online Advertising
For my analysis I chose the following 5 businesses:
Dr. Ruscio and Chris Kresser- both functional medicine practitioners who specialize in gut health.
The Healthy Gut, SIBO Survivor, AIP Wellness- all three businesses that are run by people who focus on nutrition for gut health and who are/were patients themselves.
The first thing I noticed was that 4 of the 5 recently published books. All four are advertising their books on Facebook and other social media. I wanted to buy all four of their books after viewing the ads, so I think they must be effective! Two were cookbooks and they were particularly appealing because of the gorgeous images of food. Who wouldn't want delicious-looking food while still being compliant on their healing diet?
What also made these ads so effective was the use of social media to get their audience involved. AIP wellness, for example, accompanied their cookbook ad with a one hour live Facebook cooking session with the author so you can cook along with her or just watch and learn as she does a live Q and A. You can't do that with traditional advertising. The Healthy Gut did something similar with their holiday cookbook where they had giveaways and free passes to a Thanksgiving cooking class when you purchase the book.
The two Dr's. focused on solving a "pain point" in that they promised a return of health with their self-help books. They both featured numerous patient testimonials which added credibility. The call to action was a big "buy now" button which took you to Amazon to purchase the book.
Aside from advertising their books, all five businesses used Facebook ads to grow their audience. In my opinion this is what makes social ads more effective than traditional. They have the opportunity to ask their followers to sign up for their newsletter, join their tribe, etc. It's an active form of getting people who are already interested to participate versus passively watching or reading an ad. There is also the added benefit of seeing other "fans" interacting with the information. For me personally, this is the most effective form of advertising. It is the social media form of word of mouth which you can't buy but is priceless.
What also made these ads so effective was the use of social media to get their audience involved. AIP wellness, for example, accompanied their cookbook ad with a one hour live Facebook cooking session with the author so you can cook along with her or just watch and learn as she does a live Q and A. You can't do that with traditional advertising. The Healthy Gut did something similar with their holiday cookbook where they had giveaways and free passes to a Thanksgiving cooking class when you purchase the book.
The two Dr's. focused on solving a "pain point" in that they promised a return of health with their self-help books. They both featured numerous patient testimonials which added credibility. The call to action was a big "buy now" button which took you to Amazon to purchase the book.
Aside from advertising their books, all five businesses used Facebook ads to grow their audience. In my opinion this is what makes social ads more effective than traditional. They have the opportunity to ask their followers to sign up for their newsletter, join their tribe, etc. It's an active form of getting people who are already interested to participate versus passively watching or reading an ad. There is also the added benefit of seeing other "fans" interacting with the information. For me personally, this is the most effective form of advertising. It is the social media form of word of mouth which you can't buy but is priceless.
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