Did you know that health and fitness advertisers have 25% better click-through rates than the average advertiser? But even with such high-performance rates, competition is fierce. Here are five secrets that will get your target audience clicking through and converting in the new year.
1. Play to win all year round
When it comes to health and fitness, January is the month of the year to push forward campaigns. With new year’s resolutions acting as a driving force for sales, the first two weeks of January see a whopping 20% increase in health and fitness campaigns being rolled out. Since July sees the least health and fitness campaigns, if you want to stay top of mind, roll out a summer campaign to stand out. But savvy health and fitness advertisers aren’t stopping there. They’re adopting year-round strategies to earn customer loyalty and drive sales each month.
2. Keep it mobile
Up your click-through rate by ensuring your health and fitness campaigns are mobile-friendly – mobile-friendly campaigns had a 2x higher click-through rate than the desktop variety. It doesn’t take much more effort to create mobile-friendly campaigns and they will help give you that little extra something to get your audience clicking.
3. Find your people
Don’t take a scattershot approach when it comes to where you place your brilliant campaigns. Make sure you go to where your audience is most receptive. We discovered that health and fitness advertisers have the most success with lifestyle publications like Food & Wine, Bon Appétit, HGTV, Better Home & Garden. Email newsletters that are food and drink and home and garden focused had a 3x higher click-through rate than other email newsletters. The least successful email newsletters for health and fitness advertisers are those that are focused around real estate and law, government, and politics.
4. Speak to your people
Now that you know where to reach your audience, it’s time to discover who they are. After all, you want to target the right people for your well-thought-out campaigns. The secret demographic for every health and fitness advertiser is people over the age of 40. Their click-through rate is twice that of those below 40 and conversion is 3x higher. Women in this age group perform better than men, with a 10% higher click-through rate and a 35% higher conversion rate.
5. Timing is everything
Reach your audience at the times they are most receptive and your clicks and conversions will be exponentially higher. We see that health and fitness campaigns perform the best on Saturdays and Sundays between the times of 9 am to 3 pm. Monday through Friday see a slight dip in performance especially (and unsurprisingly) between the hours of 12 and 6 am.
By implementing these five strategies for health and fitness advertisers, you’ll be well on the way to staying top of mind for your audience and standing out as a brand.