The Right Left Agency has worked with many keto brands producing a wide variety of innovative products like keto cereals, bars, shakes, and now chocolate with our work with ZoRaw.
Through this experience we have learned that keto products truly deserve a category unto themselves when it comes to digital marketing strategy. These past few years the selection of keto products has exploded, and no one has been more pleased than the keto community themselves.
We understand that those who follow this diet are social, informed, and passionate about their lifestyle and thus pose their own unique marketing challenges. If you are looking for actionable, relevant tips for marketing your keto brand then continue reading:
1. Cater To Your Informed Consumers
It only takes a quick search through a keto comment section to understand that these consumers are knowledgeable about nutrition. This information-sharing community provides opportunities and challenges when marketing keto products. It takes more than the words “keto” or “healthy” to truly pique their interest. Here are some tried and true marketing tips to attract their attention:
Put Your Macros Front and Center
Fat, protein, and sugar are the big three macronutrients that communicate that food is Keto. Those who are heavily invested in the keto lifestyle have trained themselves to look for nutritional data and keto-approved ingredients. You can put your macros in headlines or incorporate them into your visuals.
Use Us Vs Them Graphics
These graphics appeal to health and familiarity. By putting microdata front and center along with a brand comparison you are appealing to a wider range of health conscious consumers. High protein low carb statements can appeal to many groups!
2. Sell the Experience of Eating
Eating delicious food is enjoyable, personal, and memorable. Because some keto products are, well, less than tasty, it is extra important to emphasize this aspect in your ads. This raises the question, how can the vivid experience of eating be communicated through marketing? Through the power of visual platforms
People love looking at food, so promote your keto products on the platforms where people are primed to be looking. Visual platforms, like Instagram and Facebook, are extremely versatile as they allow the perfect two-punch of delicious visuals and information. Here are some ways to get started.
Break expectations with craveable images –
Think outside of the packaging by showing your product displayed as part of a recipe or on its own. Your brand isn’t just keto, it is also delicious! Creative food photography will attract customers and pleasantly surprise them when they see your offering is also keto.
It’s _____ , But Keto!
Many keto brands have found their successful niche in recreating classic treats that Keto consumers miss eating! If your product is in this category then use this strategy. The comparison to a familiar treat brings back vivid memories of flavors and textures, that they can experience again with your product.
3. Use social proof to build community
Social proof is the concept that people trust the decisions and behaviors of their peers, and emulate those decisions and behaviors. Social proof is the key to selling the emotional and social experience of eating a keto diet.
The keto community is social, informed, and proud of their healthy lifestyle. When introduced to a new keto product, they often look to each other to learn if it is really worth their time. Social media is a great way to tap into this community.
Posting other people’s Instagram and Facebook stories about your products and showcasing other people’s tagged posts is an effective and inexpensive place to start. If people aren’t engaging with your brand, experiment with sending samples or connecting with smaller, niche keto influencers.[Image]
Let’s not forget about your website either! Testimonials are another big part of building trust with customers so a simple review section on your product pages can make a big impact. Including customer testimonials on your homepage generates excitement.
If your brand has the resources, advertisements featuring people can pack a big punch. What sells the experience of eating better than showing someone else experiencing it? Ads are a great place to foster engagement so always respond to comments and questions. Conversation creates community.
4. Be prepared to answer questions and stand by your decisions
Everyone has a different idea of what it means to be keto. Successful brands get involved in online keto communities so they can defend their ingredient decisions and answer questions swiftly and with confidence.
If you are like most brands, the most common question you will have to answer is if your product is truly keto. Have answers ready! Newer ingredients like potato or tapioca fiber, allulose, or plant based sweeteners are going to be scrutinized carefully. Some of your customers may be newer to the keto lifestyle, or may not be keto at all! Make your brand a part of the conversation on social media and educate your consumers.
At the end of the day you can’t make everyone happy. To some people, sweeteners like monk fruit or stevia simply don’t taste good. Some people see certain macronutrient ratios as not being keto enough. Maybe someone doesn’t trust that one of your sources of dietary fiber is truly carb-free. Defend your brand’s choices respectfully and with confidence.
Our expertise comes from experience.
Right Left Agency has worked with several keto brands to sell a variety of products. Our expertise comes from experience. If you’re interested in executing any of the ideas we highlighted above, let us know and we would be happy to talk about your digital marketing strategy