With the Global Wellness Institute estimating that the health and wellness industry is worth over $4.2 trillion these days, just about every market is flooded with products. Unfortunately, a lot of today’s offerings utilize less-than-honest tactics and even share deceptive information, and that has made for a weary consumer base.

For all of these reasons, working to build lasting trust with your audience is a definite priority and a worthwhile investment, but you’re probably wondering: Just how do I do it? Digital marketing is one of the most cost-effective marketing channels these days, so this advice can help you make the most of it in a way that positions your brand as a trusted niche authority.

Understanding who you’re trying to target is, without a doubt, the first and most critical step in any marketing campaign. However, the depth of understanding you need to garner goes a lot further in the health and wellness industry than in most other niches. Fortunately, you probably already have a lot of the important demographic information you need to successfully target your digital marketing campaigns.

After all, most health and wellness companies make their products or tailor their services with a specific person in mind — whether they’re in a certain age group, have a specific concern, and/or live in a certain location. All of these details will be important in appropriately targeting your marketing efforts in order to get you the best results.

If you haven’t already, take some time to list out the specific characteristics that separate your ideal customer from everyone else. Then, you need to dig deeper and use these demographics to determine the platforms these people are most likely using (be it Facebook or Twitter), the language they’re most likely to respond to (i.e., friendly and conversational vs. academic and factual), and so on. Once you can start describing these specifics, you’ll officially be prepared to run the most effective campaign possible.

As you move forward and work to learn more about where your target audience is hanging out and the language they’ll respond best to, it’s time to think about how you’re going to present your brand and product/service. Your messaging will ultimately make or break your campaign, so this is another step that’s of critical importance.

When it comes to perfecting your messaging, you need to put yourself in your customer’s shoes. If you’ve already created a customer persona, you should have it handy as you objectively review your messaging to see where you might be missing the mark on wording, focus, or flare.

For instance, if your ideal customer’s primary concern is aging and you sell skin care products that help reduce wrinkles, your messaging should really focus on that rather than describing “soft, smooth skin” or the fact that it will get them a “dewy” look. Those things are secondary to your customer’s prime concern, so make sure your messaging has its priorities in the right order.

Moreover, think about using power words and phrases to help make your messaging more impactful. Again, this industry is filled with misleading content, so pulling on eye-opening stats and statistics will really help your ad stick in the viewer’s mind.

For instance, you might be able to claim that “98% saw reduced lines in just 14 days” using your eye cream. That’s definitely something your messaging should work to emphasize. Statistics catch the eye and statistics like these will help sell your product by telling the reader it’s worked for others, and it can work for them, too.

As you go about setting up your marketing campaigns, keywords will play a major role in who and how you target. Just as you researched your audience, you should be sure to research your keyword options, too, to ensure your messaging reaches the right people at the right time.

In general, you can put a prospect in one of three phases: awareness, consideration, and decision-making. People in the awareness phase are just beginning to understand their problem (i.e., aging), those in the consideration phase are comparing their options, and those in the decision phase are ready to buy.

Your messaging will need to be modified and tailored to people in each of these phases, and you can do this more effectively by knowing the phase associated with each keyword you target. From there, it’s all about optimizing your campaign to continuously get the best results.