While new members are essential to growth in the fitness industry, there’s one thing standing in the way of many gyms and new members: Smart marketing strategies. The reality is that marketing can make or break fitness business membership. Which begs the question: Are you doing everything you can to get the word out in the 21st century digital landscape? Read on for a roundup of four easy but effective digital marketing tactics.
1. Upgrade your website.
Your website will be the first point of contact with your fitness business and brand for many potential members. Does your website compel them to keep reading or click away? According to the Nielsen Norman Group, “Users often leave Web pages in 10–20 seconds, but pages with a clear value proposition can hold people’s attention for much longer. To gain several minutes of user attention, you must clearly communicate your value proposition within 10 seconds.”
Specifically, says Entrepreneur, customers are looking for 10 things from your website, including how your business is unique; a clear sense of what you’re offering; well-delineated contact information; third-party validation; SSL; ease of use and navigation; clear guidance on your processes; the ability to provide feedback; clear calls to action; and special offers and personalization. If your website falls short in these components, it may be time for a reboot.
2. Make it multichannel.
Gone are the days when the sole means for reaching customers was a newspaper advertising. Enter multichannel marketing.
Says analytics leader SAS, “Multichannel marketing refers to the practice of interacting with customers using a combination of indirect and direct communication channels – websites, retail stores, mail order catalogs, direct mail, email, mobile, etc. – and enabling customers to take action in response – preferably to buy your product or service – using the channel of their choice. In the most simplistic terms, multichannel marketing is all about choice.”
But why does it matter so much? Continues SAS, “Multichannel marketing is important for the simple reason that you must be where your customers are. And they are everywhere. If you need another reason, consider this: Multichannel customers spend three to four times more than single-channel customers do….Today there are more ways to reach customers – both in terms of number and variety of channels – than we could have imagined not so long ago. And as the number of channels continues to rise – and it will – the need to embrace multichannel marketing will become not only a good idea, but a critical one.”
Creating and implementing a multichannel marketing plan is about more than merely sending emails and posting to social media. Targeted messaging; comprehensive and “highly choreographed campaigns;” and response attribution are all part of any successful multichannel marketing equation.
3. Get creative with content.
There are many opportunities waiting for today’s savvy fitness businesses; however, there’s also a steep amount of competition. Your mandate as a gym owner or manager? Getting the attention of your audience and using that attention to attract new members to your gym.
To that end, a broad range of digital content strategies can help you broaden your reach. Just a few ways to keep your content fresh, exciting and engaging? Announcements about upcoming weight loss challenges and bring-a-friend promotions, educational videos, and staff/member profiles.
Keep in mind that, above all else, each piece of content you deliver should be consistent with your brand message while simultaneously adding value.
4. Keep up with the trends.
The fitness industry is anything but static. Gyms and healthcare centers which fail to evolve in accordance are destined to fall behind. From hiring personal trainers with the relevant, up-to-date expertise to equipping your facility in the latest equipment — including everything from floor machines to wearable fitness monitoring technology — these trends become selling points with both current and future members.
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Ultimately, the potential of your fitness business is only as strong as your fitness marketing strategies. These four initiatives can help you position your gym, health club or fitness center for optimal success in the digital age. To learn more about how the Accurofit System can help you reach your fitness business goals, request a demo today.
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