January 9, 20195 Important Steps To Creating a Social Media Campaign
If you want to reach more potential clients, build relationships with your audience, and drive traffic to your gym, you can’t afford to ignore social media in your marketing strategy.
Here are 5 important steps to creating an effective social media campaign:
1. Define the Goal Of the Campaign
To target the right audience with the right message, you should first define the goal and set KPIs to measure the effectiveness of your effort.
Whether your objective is to generate leads online, increase foot traffic, promote an event, or gain more followers, you need to clearly articulate the goal so you can leverage the right channels and tactics for your campaign.
2. Determine the Content Format For Each Channel
Even though your posts should be communicating a unfied message, you need to adjust the content format for each touchpoint to maximize reach and engagement.
For example, a short video may work well on Facebook and Instagram while a static image is needed for Twitter and Pinterest. You should also experiment to identify the best format for each channel, specific audience segments, and the nature of your content.
3. Create a Content Calendar
A content calendar shows when you’d be posting on which channels, as well as the copy and visual content for each post, so you can orchestrate your campaign across the different touchpoints.
Look at your analytics to see which day of the week and what time of the day your followers are most active on social media. You can also find out what type of content and messaging tend to create the most engagement or generate the most traffic.
4. Produce Visual Content
People prefer visual content (e.g., infographics, photos, videos) and adding the right visual component can help increase the views of your social media posts by as much as 94%.
Use your content calendar to help coordinate the production of all visual assets so you can streamline your process while ensuring that the posts are delivering a consistent message across all channels.
5. Schedule Your Posts
Referring to your content calendar, you can now schedule the posts using a social media scheduling tool (e.g., Buffer, Hootsuite.)
Many of these scheduling tools also allow you to monitor interactions on a single dashboard so you can respond to comments and engage with your followers in a timely manner.
For more information on social medis strategies and user generated content, contact soOlis at info@soOlis.com or click here.
December 29, 2018Fitness Industry Marketing Trends for 2019
Fitness marketing trends for 2019 are going to focus on social media, user generated content, experiential advertising, and good old coupons. Your 2019 marketing tactics are going to depend on the audience you are looking to reach and your location. The IHRSA recommends that gyms have beef up their digital marketing to gain quality attention.
Digital Marketing Trends for 2019
Significant trends in cities will continue working to build an experiential conversation with consumers along with featuring specialized group activities for younger generations to share in. User-generated content will also continue to be an essential marketing tool for fitness boutiques and centers.
In 2019 fitness centers should work to draw both younger and older populations through digital marketing. From apartments to gyms, to dining, and shopping the growth of the experiential customer has become a trend. Communicating that your gym caters to this need will be most easily done via social media marketing using a combination of user-generated and your own content.
Creating conversations around the actual experience will be important in both cities and rural areas to attract younger crowds into gyms. Digital trends for 2019 include:
- Social Media Marketing
- User-Generated Content
- Blogs or Other Posts that Give Consumers a Feel for Your Gym.
Crafting online personas gives people the opportunity to get a feel for your gym before they enter it. This idea is similar to how Maytag built trust through commercials using the Maytag Man that no one ever needed because the appliances are so trustworthy.
You should plan to create blogs, YouTube videos, a Twitter personality, or another way to get the feeling of your gym across to the public so they may experience it before they walk in the door. The point being, in 2019 you will need to communicate your niche and why people should come to your gym over others, beyond saving money or losing weight.
Combining Traditional Coupons with Digital Marketing
Let’s be real; people don’t have a ton of extra cash to spend on things like memberships, especially people that are living on fixed incomes. Most people these days have Facebook accounts, email addresses, and the like. Once you start building your digital marketing community, you can use that data to find new customers or give incentives to customers you already have.
While it may sound old school, to offer coupons or other incentives to get people in the door and coming back, it works. A post about social media advertising by divvit.com suggests that your ads should be tested and proven for the best click through rates and return on capital. Rather than tackle this learning curve on you own, hiring someone to do it for you will lower the cost to entry and keep things easy for you in the longer run; you do have a gym to run after all.
Overall in 2019, the communication of your gym’s specific niche and experience will be very important for fitness industry marketing. Your marketing plan will depend heavily on your location and the type of members you attract. Unless you already have a great social media marketing plan in place, think about using a marketing professional. Digital marketing professionals can inexpensively get your social media marketing efforts producing new members and improving member retention right away.
For more information about fitness digital marketing contact soOlis at info@soOlis.com.
December 16, 20185 Reasons to Utilize User Generated Content for Social Media Marketing
Almost everyone uses social media these days. Facebook, Instagram, Twitter, and the like are household names for most people. People love to share things that they enjoy and feel good about with others.
When the customers of your gym share pictures and experiences at your gym with others it is a form of free and influential advertising. This type of marketing content is called user-generated content (UGC), and you should be working to get customers to create as much of it as possible. Here are some reasons why you should encourage your users to generate content about your gym.
This first stat is sure to pique your interest; the TurnTo Network found that 90% of all consumers in the US find UGC to be the most influential when making purchasing decisions. This tells you that people are paying attention to what their friends, family, and acquaintances are doing. You want your users to show they are enjoying your space virtually.
When people see others that they personally know using a product or service they are more likely to use and trust the brand. As you can see in the image below UGC plays a significant role in user decisions as well as their overall reported experience.
How UGC Influences Customers
Image From: TurnTo Network
It is clear from the user statistics that UGC can go a long way if you manage to do it right. Utilizing UGC will build your credibility, enhance the experiences of your customers, provide you with free advertising, help you interact with your community, and increase membership.
Credibility and Customer Experience
As mentioned above, when people see others that they know benefiting from things they may be interested in doing they are more likely to choose the products their friends use over others. This occurs because people making decisions about products or services want to know they are going to have a good experience. When they see their friends having a good experience, they want the same for themselves.
This, in turn, enhances the new customer’s experience because when they come into your gym, they already have expectations. If you can meet and exceed those expectations, you may just have a new customer for life.
There is nothing better than a free lunch; you savor every bite. For every minute of work, you put into your social media accounts you will be paid many times over. Encourage customers to interact with you on social media by tagging them in photos, liking their posts, or even holding photo contests.
When customers post photos of themselves in your gym with tags, you have access to new possible members. Businesses that run social media accounts for different amenity services will look into the demographics of your followers and tailor social media posts specific to their interests.
You gain exposure to the community as well as a list of new possible members. Using UGC will give you a leg up on the type of people you should be marketing to in addition to some free ad space.
Interacting with the Community
It is hard for small businesses to keep up with their communities. A gym should be part of the lifeblood of a community, where people interact and meet on a daily basis.
Your personal interaction with UGC and your customers will help to keep your finger on the pulse of the community. You will know what they need and be exposed to creative ways to get more of the community’s attention using UGC.
UGC is a hands-on well-loved way to garner attention for your establishment. It is all in the statistics above. If you can generate quality UGC, people will be influenced to come and at least check out your fitness space.
Once you have new people in the door, it is up to you to get them excited about enrolling and coming back. In addition, customers that are influenced by UGC to join your fitness center are more likely to add to your treasure trove of UGC customers than ones attracted by a sign or coupon.
Using UGC will establish your credibility as a gym that people want to go to. It will solidify your place in the community. You will gain membership and free marketing from using it. Every penny and second spent on your social media accounts to gain UGC will benefit you greatly in the long run.
For more information about user generated content, contact soOlis at info@soOlis.com or 877-789-8773.
November 8, 2018Plan Your Fitness Marketing For the New Years Resolutioners
Many people set New Year’s resolutions to lose weight or become more healthy, making this period the prime opportunity for gyms to promote their offerings.
To attract more potential members and increase your enrollment, start to plan your marketing activities ahead of time so you can reach high-quality prospects when the “New Year’s resolution craze” kicks in.
Here are the key areas to cover in your gym’s comprehensive digital marketing plan:
People are on social media to share their holiday season experience with their friends and family so what better way to reach them than to meet them where they’re at?
Use visual content (e.g., workouts videos, photos of your gym, motivating quotes) to attract attention and spark conversations. Post client testimonials as social proof and share healthy recipes to add value.
Create a Facebook event to attract more prospects (e.g., a free trial class) and use the appropriate hashtags so more potential clients in your geographic location can see your posts.
Sharing valuable and relevant content is a great way to build trust and cultivate relationships with your audience while positioning you as a subject matter expert.
Research your ideal clients’ biggest fitness challenges and create content to attract the right potential clients to your website.
Your content should also address the objections and concerns related to each stage of your prospects’ customer journey so you can accelerate the sales cycle and improve your conversion rate.
Search Engine Optimization (SEO)
Most people start their search for local businesses online so getting found on Google is key to attracting more new prospects to your gym.
Make sure your website is optimized for the right keywords, mobile-responsive, and easy to navigate. Claim your Google My Business listing so it will be listed in the local pack, which is shown at the top of relevant search results.
Pay-Per-Click and Remarketing
You can use online advertising strategies to drive more traffic to your website. Pay-per-click (PPC) advertising, such as Google Ads and Facebook ads, is one of the most common forms and you only pay for visitors that click through to your website.
To optimize the ROI of your PPC campaigns, you need to optimize your targeting and bidding strategy. Also, use the right keywords and messaging that match your target audience’s search intent so you can get high-quality clicks.
In addition, most visitors who come to your website the first time aren’t ready to convert. Use remarketing campaigns to display relevant ads to these prospects so you can stay top of mind and drive them back to your website.
For more information about internet fitness specific marketing, contact soOlis at 877-789-8773 or info@soOlis.com.
November 4, 2018Fitness Marketing using Artificial Intelligence
Artificial intelligence (AI) is becoming a must-have for lead generation in many industries. Using AI for fitness marketing and retention techniques will help you to cut costs while gaining more customers. The key here is that digital information is very informative, but without the help of computers, there is no way to use the data effectively. Looking at using AI systems to parse data for lead generation and customer retention may sound unhelpful, but it will take your fitness center to the next level.
Digital Data and the Numbers
You have a website, and maybe you track some things on Google Analytics, but you don’t really know what any of it means or how to use it. If you do have a website or use social media to promote your gym, ask yourself the following questions:
Do I know the demographics of people that are engaging with my marketing materials?
Do I have a way to understand the interests of the people that interact with my marketing?
Am I really capitalizing on my social media marketing budget?
If you do not know the answers to these questions, you may want to consider what you can do to answer them. Digital data is a goldmine if you know how to use it. Research has shown that AI can help to convert 216% more customers and increase sales by 21%. For fitness centers, one establishment that has had great success with AI marketing tactics was able to boost leads by 218%.
How Does it Work?
AI for fitness marketing simply takes all of the data from the hard work that you put into your current marketing and makes it more useful. Using a system that is specially designed to see into the future of fitness marketing essentially takes all of your user and interaction data, pools it together and then parses it for positive patterns.
Think about it like this. You have a Facebook user at your gym; they often like your Facebook posts. This particular user posts about one of your classes and their friend, Jill, likes the post then goes to your website and signs up for a newsletter. From here your specialized AI fitness marketing system will go through Jill’s public data such as Facebook posts and likes and construct a personalized marketing plan for Jill only.
A fitness marketing AI system can also enlighten you to what types of media posts are the most popular, what promos work the best, etc., without having to do the footwork yourself. AI will save you a lot of time and therefore money planning out new social media campaigns and other ways to generate leads.
Again, do you have a good handle on your user and interaction data? Are you using it to your best advantage? Get on board with the AI fitness marketing wave, and you will quickly generate more leads than ever before. Unless you are incredibly fortunate and have movie stars in your classes day after day, an AI marketing system is an excellent investment for your gym marketing budget.
October 21, 2018New Equipment of Marketing – With a Limited Budget, Which is the Better Return on Investment?
You bought new equipment, you offer free classes and even a discounted membership, so where are the new customers? Being profitable in the fitness center industry takes more than just setting up shop and waiting; the industry has become very competitive. The formula for success for fitness centers today is finding a way to set your gym apart and get the community involved.
Instead of going out and taking out a loan for the latest and greatest equipment, think hard about marketing tactics. Just over 60% of gyms have fairly tight marketing budgets. The majority, 41% spend between $100 and $500 a month on marketing. With a small budget, it is important to be sure that dollars are being used in the most economical way possible. recent survey of professional marketing businesses, specializing in fitness center marketing reported that the top three marketing channels as far as return on investment (ROI) are:
Word-of-Mouth – This is part of getting people involved with the gym to the point that they are talking about it to their friends and bringing in referrals.
Social Media – Paid social media marketing had the second-best ROI, this type of marketing has a bit of a learning curve and can be time-consuming.
Signage – Signs and flyers that hit customer pain points make great reminders for potential customers that might be on the fence about joining a gym.
When it comes down to it, what type of people get excited about a shiny new treadmill? These are people that are already signed up at fitness centers. The trick to acquiring new customers is to get people talking about it. How is that done?
Atmosphere – The atmosphere of a gym should cater to its niche market. Let’s say a gym wants to attract soon to be moms to take yoga classes with a new instructor. This customer base is not likely to return no matter how many free classes they are offered if the place is decked out in black and silver and smells like sweaty socks. Carefully crafting ways to go about capturing particular markets is essential.
Social Media – Social media marketing is a fine art. Hiring a social media marketer that gets results is money well spent. They will craft niche and location-specific posts that grab the attention of potential customers.
Website – Having a user-friendly fitness website where folks can learn about the center, book appointments, or pay their monthly fees is a big must. Two-thirds of people shopping for something, including gym memberships read reviews and check out the company website before deciding to purchase. Without a website, you are leaving 67% of potential customers guessing about the facility.
While your gym may need an extreme makeover, for most, dollars are better spent on exceptional marketing. The mainstay of marketing, especially for a small business, is to be smart with the dollars that you have. Enlisting help with formulating the perfect marketing strategies could be the best thing you ever did. If you are looking for marketing assistance soOils is a full-service marketing and information company with over 50 years of experience in the industry. Contact soOils today for a free marketing consultation, visit the website or call 1(877)789-8773.
October 4, 20183 Effective Marketing Strategy For Fitness Trade Shows
The Club Industry Show is one of the biggest trade show in the fitness and wellness community. As a fitness equipment manufacturer, you’d likely be attending the event and taking the opportunity to connect with health club owners and managers.
One effective way to generate more interest and boost your visibility is to set up a booth at trade shows. What can you do before, during, and after the event to make sure you’re getting the most out of your time and efforts?
1. Set Goals and Plan in Advance
What business objective do you want to achieve by attending this trade show?
Make sure your marketing materials, messaging, and targeting is in alignment with your overall business objectives so you can attract the right visitors to your booth.
Knowing what your goals are can also help you map out pre- and post-show promotional activities so you can drive more traffic to your booth and follow up with the leads strategically.
2. Complement Your Marketing and Product Launch Calendar
Do you have any new product launch coming up?
Trade shows are perfect venues to drum up attention and excitement around your new product launches. Take a look at your marketing calendar and see what new products you can promote to attract visitors to your booth.
If you don’t yet have a new product to show but got something in the works, you can offer a “sneak peek” to pique interest and entice visitors to get on an early notification list so you can nurture the leads and continue the conversation.
3. Create a Post-Event Follow Up Strategy
What are you going to do with all the business cards and emails collected from your booth visitors during the event? Well, the work has just begun!
A well-designed follow-up strategy consisting of email, social media, and remarketing can help you make the most out of the event by building relationships with the prospects you have met. For example, add them to a new segment on your email list so you can send them a personalized message, a piece of high-value content, and a lead nurturing campaign.
You can keep the buzz going by sharing valuable content and offers through your email, blog, and social media channels (e.g., by setting up a custom audience or through remarketing campaigns.)
For more information on fitness marketing contact soOlis at info@soOlis.com.
September 19, 2018The Power of Social Media Marketing for Gyms
Almost everyone has a smartphone and is on social media, making it a great way for any business to get in front of and connect with prospects.
However, for many gym owners and managers, using social media to market their businesses is challenging. It’s understandable… there are many different strategies and it’s overwhelming just to parse through them to identify the right ones, let alone finding the time to implement the tactics effectively.
Not to mention, without the right guidance, you could be spending an arm an a leg without getting the ROI “as advertised.”
But you shouldn’t overlook the power of social media marketing for your gym. Here are some benefits you can reap from investing just a small budget in executing a strategy that suits your business:
Boost Your Local SEO
Getting ranked in relevant local search results is one of the best ways for gyms to get found by prospects with high purchase intent.
Consistently sharing relevant content on social media can build backlinks and drive traffic to your website, both of which are positive ranking signals to help improve your SEO.
Leverage Word-Of-Mouth Marketing
Consumers rely on online reviews as much as they trust recommendations from friends and family.
Social media platforms offer great opportunities to share customer reviews and recommendations. For example, you can ask your happy clients to post reviews on your Facebook business page.
Drive Traffic With Contests and Promotions
Promotions and contest (or giveaways) offer great opportunities to attract new prospects and build brand awareness.
Using the right hashtags or creating a Facebook Event, you can get your offers and promotions seen by the right audience and drive more traffic to your business.
Build Trust and Relationships
Social media allows you to engage with your audience and have a two-way conversation that builds trust and relationships, making them more likely to become your clients.
For example, you can ask questions to spark a conversation or answer queries to provide values. You can also nurture a personal connection by sharing photos and videos.
Ready to tap into the power of social media for your health club? Learn more to see how we can help.
September 14, 2018The Benefits of Remarketing For Gyms
Running a gym is rarely a walk in the park. With new gyms popping up everyday and specialty studios entering the scene, it’s becoming increasingly difficult to capture consumers’ attention.
As a gym owner or manager, one of the biggest challenges is to make sure you’re using the right marketing strategies to acquire and retain members.
Remarketing has become a very effective marketing strategy for local businesses and here are a few reasons why this strategy is great for gyms:
Multiply the Power of Local SEO
Most consumers search online when they’re looking for local services. Optimizing for local SEO is the key to getting found but that’s only half the story… what happens after visitors come to your website?
Most people aren’t ready to make a purchasing decision right away and remarketing ads allow you to keep showing up in front of these visitors, who have shown interest in joining a gym, to progress them down your sales funnel.
Engage With Your Email Subscribers
Email remarketing is a tactic that targets subscribers who click on your emails so you can create ad campaigns based on the specific content or offers they have engaged with.
These prospects are already interested in your services and remarketing ads give you the opportunity to accelerate them down the sales funnel by staying top of mind, nurturing the relationships, and directing them back to your website to complete an action.
Establish a Multi-Channel Presence
Remarketing strategies allow you to connect with those who have visited your website on other online touchpoints, such as Facebook, YouTube (as part of the Google platform,) and websites in the Google Display Network.
These ads help you deliver the most relevant content and offers based on the prospects’ prior interactions with your brand and drive traffic back to your site so you can further engage with them.
Improve Client Retention
A membership business model means you have to be constantly “marketing” to your clients so they stay on as members.
Remarketing allows you to continue engaging your members by sharing the latest news, relevant content, and upgrades or special offers based on their interactions with your website.
By consistently communicating with your members and providing value, you can stay top of mind and improve your customer retention rate.
Ready to use remarketing to get more clients? We’re here to help. Get in touch to get started.