Marketing Herbalife on Twitter, Facebook and Google Part 5

This Post will define the con­tent for our web­site project  Herbal­ife Mar­ket­ing on Twit­ter, Face­book and Google. In Part 4 we have been look­ing at con­fig­u­ra­tion issues and the devel­op­ment of our frame­work. Now we look at con­tent and how to link to our products.

Our site Nutrin­sider is com­ing along nicely. Have a look and appre­ci­ate the Graph­ics by Bianca Gubalke as well as the var­i­ous cat­e­gories on dis­play in the lay­out of the home page. These cat­e­gories can be shifted and replaced at will, since the semi­oman­tics News­Cast script allows for extreme flex­i­bil­ity with­out decreas­ing the pub­lish­ing power of the site.

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Did you notice, this is a Herbal­ife Mar­ket­ing site with­out men­tion­ing Herbal­ife? Well, this is nor­mal, since this is not a Herbal­ife web­site but it’s MY  web­site. It takes care of MY busi­ness and it brands MY busi­ness and cre­ates author­ity for me and my busi­ness. Remem­ber Part 2 of this Mar­ket­ing Guide: we dis­tin­guish clearly between our busi­ness and Herbal­ife business.

The pri­mary pur­pose of Nutrin­sider is to pro­vide vis­i­tors with valu­able and enter­tain­ing con­tent. A mix of infor­ma­tion, guid­ance, enter­tain­ment, but in no way throw­ing at vis­i­tors with prod­uct boxes or pay­ment buttons.

Over time we will build infor­ma­tive con­tent arti­cles (orig­i­nal con­tent) which focus on the ben­e­fits of  the prod­ucts we want to sell. For exam­ple, while the anti-aging cat­e­gory is an inter­est­ing field, more to the point is Sex at 80. We have just marked this head­line on Nutrin­sider and if you punch  “Sex at 80″ (with the quotes for a nar­row search) into Google you will find Nutrin­sider on Google Top 10.

In fact, you should have two dif­fer­ent approaches.

1. Tar­get peo­ple who know what they want and who search for the prod­uct directly with their credit card between their teeth. That means, you would have to be found on key phrases con­tain­ing the term Prelox Blue for example.

The prob­lem you may face: you must observe Herbal­ife Inter­net rules in order not to infringe trade marks or copy right laws. Remem­ber the meta tag rules and so on.

The ben­e­fit how­ever is huge: you may get direct cus­tomers, just because you are smarter than your com­peti­tors as you may tar­get a more traf­fic rich highly tar­geted key phrase. Don’t for­get: the peo­ple we are tar­get­ing here have already made their pur­chase deci­sion, they are  ready to buy and they just need the pay­ment but­ton or shop­ping cart.

Think about it: just tar­get­ing Prelox Blue will most likely not be the smartest choice. Peo­ple could be more likely to search for:

Price is often used in searches.

Buy is a good one as well.

The where question …

Peo­ple spend time look­ing for discounts.

You get the point?

2. Tar­get peo­ple who know the ben­e­fit or result they want to achieve and who need guid­ance to select the appro­pri­ate prod­uct. This is where you need great con­tent to also build your author­ity, to build trust and to build con­fi­dence. This is prob­a­bly the most impor­tant point when it comes to social networking.

Peo­ple don’t join social net­works to get your ads and spams all day long. They go there to par­tic­i­pate in con­ver­sa­tions, to meet peo­ple and for enter­tain­ment. If you have Herbal­ife Prod­ucts to sell, don’t open your wall to Herbal­ife dis­trib­u­tors, as you will rake in all their junk, you def­i­nitely don’t want to bring in front of your audi­ence and listeners.

Peo­ple are fed up with “Lose Weight buy Herbal­ife” or any other prod­uct. Again your suc­cess is not in what you say, but how you say it. Tra­di­tion­ally Herbal­ife has been built on Push Mar­ket­ing strate­gies which today and namely online are per­ceived as almost vul­gar. “Lose Weight Ask Me How” cor­re­sponds to an out-dated model and online it’s def­i­nitely a no-no.

Pull Mar­ket strate­gies con­sist in giv­ing peo­ple who find you pri­mar­ily valu­able con­tent. Peo­ple find you — you are not run­ning after prospects. We are not talk­ing about con­tent biased by a com­mer­cial touch. Once you under­stand this, you can start mak­ing money on Twit­ter, Face­book and Google. (The excep­tion is point 1 above).

Peo­ple must find you with a ques­tion of the type: “can I have sex at 80″, or “how to have sex at 80″, “how to assure an active love life” , and so on. There they want sub­stan­tial infor­ma­tion. The real thing, not some com­mer­cial hype or tweaked tes­ti­mo­ni­als. Give peo­ple an hon­est answer to the ques­tion, straight to the point and think that with every post you build or destroy your reputation.

Here comes the good news and you will now under­stand why the name of Herbal­ife on your site is not a good idea. Your busi­ness, say Nutrin­sider, pro­vides it’s read­ers with valu­able con­tent about sex­ual activ­ity of seniors. Great. You may quote the press, sci­en­tists, the FDA, just about any­one who has to say some­thing rel­e­vant and smart about the topic in a NON COMMERCIAL way. Don’t just quote sci­en­tists who are on Herbalife’s payroll!

And don’t for­get, you are not dis­cussing a Herbal­ife prod­uct but a topic of con­cern to your readers.

If you asso­ciate the name of Herbal­ife to your edi­to­ri­als or if you load your site with Herbal­ife prod­uct ads, you are sub­ject to the restric­tions set forth by the Herbal­ife Inter­net rules. Also your cred­i­bil­ity goes straight down the drain as your rec­om­men­da­tions are clearly biased by your com­mer­cial interest.

Also, if you have quoted sci­en­tific con­tent, you may not be legally cor­rect by asso­ci­at­ing such com­ment with Herbal­ife prod­ucts. So, just keep your free­dom of speech by pro­vid­ing non com­mer­cial con­tent. Don’t for­get, it’s your busi­ness site and Herbal­ife is not your business.

Your web­site is a pub­lish­ing plat­form with mul­ti­ple aspects. Your con­tent can be split and clearly labeled as infor­ma­tion (unbi­ased), Prod­uct reviews, enter­tain­ment and fun and com­mer­cial con­tent such as ads. And last but not least you have testimonials.

Tes­ti­mo­ni­als are a great tool and in fact the best tool for pro­mot­ing Food Sup­ple­ments and most any­thing on Social Net­works. How­ever these tes­ti­mo­ni­als need to be for­mu­lated in an intel­li­gent way.

Tes­ti­mo­ni­als say­ing: “I have tried every diet to lose weight and noth­ing was work­ing until I tried Herbal­ife. Thank you Herbal­ife!” may be nice for Herbal­ife to read, but it’s com­plete non­sense in a social net­work and to pro­mote your busi­ness and rep­u­ta­tion as you are just again smear­ing all over the place a Com­pany name which is what peo­ple will be retain­ing, often in a neg­a­tive way as they have not come to a social net­work to get spammed with ads.

It’s a prob­lem of cred­i­bil­ity and empa­thy and while the name of Herbal­ife may help you to pro­mote your­self amongst happy Herbal­ife Cus­tomers, this may just not be the right approach elsewhere.

Think about your pur­pose: You pro­mote your busi­ness to build your assets. Your asset is your rep­u­ta­tion and author­ity. You there­fore need tes­ti­mo­ni­als say­ing: “I have tried every diet to lose weight and noth­ing has worked until I read Nutrin­sider and I met Yorgo Nestoridis. Thank you Nutrin­sider and thank you Yorgo!”

You get the point?

You need tes­ti­mo­ni­als which build trust and con­fi­dence in YOU! Prod­uct tes­ti­mo­ni­als men­tion­ing Herbal­ife and the Prod­uct name are fine for your shop.

Your goal is that peo­ple fol­low YOU and lis­ten to YOU and read YOUR con­tent and accept YOUR advise and YOUR guid­ance! That’s where your busi­ness asset is built. In the begin­ning you may be well advised to use the help of your upline who has already built trust and author­ity as well as expe­ri­ence. Learn from your upline, but learn fast and start build­ing YOUR business.

From the tes­ti­mo­nial you can then link to your result and ben­e­fit ori­ented review pages or if you have a smart shop, maybe there is some smart con­tent you can link to.

On Nutrin­sider we will cir­cum­vent the prob­lem by shoot­ing on sub­sidiary ques­tions such a price, dis­count, free ship­ping, coupons and so on. You will see how we can pro­mote a prod­uct, with­out even men­tion­ing its name as the case may be. Our site script will keep us clear of any legal problems.

Try to think in the fol­low­ing way: it does not mat­ter what you sell; but it mat­ters how you sell it. If today you sell Herbal­ife prod­ucts, tomor­row you may sell any other prod­uct. If your online assets are setup and built cor­rectly, then you have no prob­lem switch­ing, as YOUR assets are your busi­ness and your read­ers and prospects have first of all trust in you as a per­son and in you as a busi­ness from which they bought the solu­tion to their problem.

I am not sug­gest­ing here you should switch mer­chant; but I am insist­ing on the fact that you must build YOUR assets. Only assets which are Inde­pen­dent of Herbal­ife are really YOUR assets with a value you can cash in upon. Also, your site should reflect what and who YOU are not what Herbal­ife is. Herbal­ife has it’s own sites for that. Social Net­work­ers are inter­ested in meet­ing YOU as a per­son and to talk with you as an individual.

Sure, as a Herbal­ifer you are feel­ing great, look­ing even bet­ter and hav­ing sex till 101 years old. With­out telling every­body that you have a Herbal­ife tat­too on your bum, your energy, your enthu­si­asm, your look and your pos­i­tive win­ning atti­tude will do the job for you … bet­ter than any­thing else!

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Related posts:

1. Mar­ket­ing Herbal­ife on Twit­ter, Face­book and Google Part 4
2. Mar­ket­ing Herbal­ife on Twit­ter, Face­book and Google Part 3
3. Mar­ket­ing Herbal­ife on Twit­ter, Face­book and Google Part 2
4. Mar­ket­ing Herbal­ife on Twit­ter, Face­book and Google Part 1
5. Make Money with Twit­ter Part 2

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This entry was posted on August 3, 2009 at 4:48 am and is filed under Blog Master Class, Facebook, Google Top 10, How to Blog, How to Dominate Google Top 10, How to Make Money with Twitter, Make Money with Twitter, Marketing Herbalife on Twitter Facebook and Google, Social Media Marketing, Social Network Publishing, Twitter. You can follow any responses to this entry through the RSS 2.0 feed.