Keith Baxter has had a lifelong passion for health-related things and not only preaches good health, but he practices what he preaches.
As a result of this passion, many of his ventures, in the past and currently, involved selling products or supplements in the health industry. His current venture is in the brain health niche.
Keith is taking an interesting twist with “native advertising,” where he writes articles himself that are educational, are syndicated, and which are pointed to an educational site. All of this eventually leads to enticing sales from the readers.
He doesn’t believe in the anonymous approach, lending his face, knowledge and opinions to videos which are also an important component of his marketing strategy. Giving people access to him via videos, articles and emails has worked for him in past businesses and continues to work for him now.
The products he’s promoting are highly niched and attractive to the biohacking niche.
Biohacking is a growing movement of people who want to enhance things within the biological sphere, whether it is in the foods we eat, the fuels we use or things having to do with our bodies, as well as other biological niches.
These products are not mainstream and are, therefore, unheard of. Baxter uses native advertising strategies to send traffic to articles he writes himself which explain brain health strategies, including the supplements he’s selling. Native advertising is an older marketing strategy that is currently trending again. The nature of native advertising is content driven. The educational article marketing that Baxter does involves using high quality content and buying traffic to that content.
Baxter explains how he uses native advertising in this very specific niche:
Its critical that the content is very article driven. With native advertising, it looks like an extension of the content that you’re reading. And we simply use networks, advertising networks, that syndicate our content to Forbes, CNN, probably a thousand other websites.
So we’re just using networks that allow us that syndication.
And we can choose and we can disavow companies that we want our advertising to show up on. But the key is we’re not using these networks, nor will they allow, in most cases, you to send. We’re using them to send people to content that legitimately adds value to their life.
So when they land on our site, it’s not an advertorial. It’s not an advertisement disguised as an article. It is legitimately “4 Ways to Make Something Better.” And they read it. And then, of course, there’s always a 5th and 6th that does lend itself to taking people out to our sales site, but we’re giving content away.
Baxter then gave a real world example of how this works:
The area of interest that I’m involved with is brain health. And it’s improving your focus, your clarity, your memory. So an article might be “3 Ways to Increase Focus for College,” if you’re a college student.
You know, I’m not giving an actual, but let’s say college students. And the reason why I say this is here we are, college is starting back up soon. One big issue with college students is late-night study. And oftentimes, anybody that’s been to college realizes that pulling all-nighters really does suck, man. It sucks bad. And oftentimes, you only retain whatever it is that you studied for the last few couple of hours, if you’re good. If you have ADD or whatever, man, good luck doing any of this.
So I might put out a study guide, “How Not to Do an All-nighter But Yet Get Everything In.” Give two or three tips, maybe five tips on different things that they can do or use. You know, anything from talking about neurofeedback to talking about cranial stimulation, to talking about specific herbs in the article.
And then, of course, you know, I’m not selling neurofeedback and I’m not selling cranial stimulation, but I’ll give them that information and, if possible, point them to resources that give more information about that. But then, when I start talking about the supplements, I might conveniently talk about a particular supplement that helps them.
So that’s how it works out.
Baxter buys traffic from sites, such as Outbrain, and also uses platforms, such as Facebook and his websites, for generating and retargeting the traffic he gets. He provides content, basic courses, and supplements to those who are interested.
Baxter’s success comes from the strength of his passion in this niche and his community’s knowledge that he walks the walk.
More information on Baxters strategies and biohacking can be found on his podcast, NothingHeldBack.com.