Marketing a product that could be viewed as a “health supplement” is always tricky. There are three main entities who watch these niches like a hawk, and it is important to toe the line and not violate any of their rules in your promotional efforts.
Silverlungs.com makes a unique colloidal silver generator and colloidal silver nebulizing system that is a higher-end product than most of their competition offers. However, as we promote their business, we must use our experience to remain compliant with these three entities:
- The FDA. While many people claim that their product has healed them, SilverLungs.com has to be careful what testimonials they allow. They have to avoid positioning their product as a “cure”, and often have to actively discourage reviewers who would make claims about their products. Additionally, it is important to find terms that works well for promoting this product that does not claim that the product heals an illness. For example “Colloidal Silver For Ebola” or “Colloidal Silver For Lyme’s” disease could be highly lucrative terms for the client. However, without proper FDA testing, there is no guarantee this product can heal or treat any diseases whatsoever. Accordingly, terms – and ones like them – must be steered away from. This increases the marketing complexity slightly, but there is plenty of room to promote the product without getting into a gray area.
- The FTC. As with any product, it is important to not make false claims about the efficacy of a product. This rule aligns mostly with the FDA’s guidelines, however there are some challenges where even if you don’t violate the FDA’s rules you might still run afoul of the more flexible FTC guidelines. Clear disclosures on conflict of interest is key.
- Google. This site falls in line with what Google calls “Your Money Or Your Life” (YMYL). This category is held to a higher standard than the bulk of websites. In order to work around these guidelines, we must make sure disclosures on the site are easily accessible. Additionally, we will invest more work in establishing the entities behind the site and ensuring that the site passes the “would you trust this site with your credit card?” test.
The marketing strategy for this product is launching with an emphasis on SEO and Google Adwords. These have been the primary drivers of traffic in the past, and the CharlotteSEO team has identified some areas where revenue can likely be doubled in under 6 months. These are bottom-funnel customers who have the highest conversion rate and offer the best value per dollar of marketing.
We are also deploying aggressive re-marketing strategies to help increase the conversion rate of those clients who were close to purchasing but had not completed the transaction
Following this initial strategy deployment, other opportunities will be considered. Charlotte SEO has extensive experience running Facebook and Instagram campaigns, and pushing products in a a social environment. We’re looking forward to pushing their products to a new audience that might lack awareness.