admin The recent announcements of cuts by digital and home fitness providers may be an indication of the changing times or a temporary adjustment as we find our way to normality.
Take the New York Post story on SoulCycle’s attempt to lure Peloton riders to its studio. SoulCycle ran a marketing campaign that offered 47 free classes to the first 100 Peloton bike owners who came to its studio.
Recent surveys show that at least 80 percent of consumers would be open to returning for an in-person experience. It’s high time to review your marketing strategy to ensure it is fit for purpose.
This article will explain what a marketing plan is and what you need to know when it comes to marketing your gym. It will also provide 13 marketing strategies that are proven, which will boost your fitness marketing campaign.
What is a marketing strategy?
“Marketing is not about what you sell, but rather the stories you tell.”
Seth Godin, a famous marketing guru, has a quote that perfectly describes the way modern marketing works. Your audience doesn’t care about promotions, quick sales, or desperate messages like “buy now.” Your audience is interested in stories that tell them about you, your business, and the products you sell.
A marketing strategy is the plan a company uses to reach potential customers and convert them into paying clients. A marketing strategy usually includes the value proposition of the business (what it offers to customers), the messaging, the demographic target, and the goals the company has for the strategy.
Marketing plans vs. marketing strategies
A marketing plan is not a strategy. It is a project that is longer term. The marketing plan will outline your marketing strategy and the timelines and channels to complete specific campaigns.
It could be as simple as this when it comes to marketing strategies and plans for gyms:
Marketing strategy: Life Fitness is looking to increase awareness of its top-tier members in Q3 by using paid digital advertisements
Marketing plan: Life Fitness’s top-tier membership will be promoted through Facebook and Instagram ads with the goal of increasing leads by 15% between Q2 and Q3.
Marketing plans will deal with the details of how to achieve your goals.
What you need to know about marketing strategies for gyms
Some people find marketing a difficult concept to grasp. Why do some campaigns succeed and others fail? Why is it that some companies seem to do everything right?
No one answer fits all. Many factors come into play. However, you should be aware of what is happening with your customers, industry, and world.
You can then deliver messages that resonate with your potential clients. Consider these three aspects when developing a marketing strategy for your fitness business.
Be authentic: Fitness Marketing expert David Steel makes a great point about the imagery you use to convey your message. In the Fitness Founders Podcast with us, he stresses that you should only use images of real people, not stock photos or trainers.
A number of statistics support this. Alex Hormozi and Chris Cooper explained this on our podcast many times. It’s about the value that you provide to your members. You need to have the right structures in place if you want to deliver on your promises of results and progress. Many fitness entrepreneurs fail to do this.
Once you’ve developed your marketing plan, it’s time to think about how you will implement the plan. Here are 13 tips and tactics to help you succeed in a competitive market.
Connect and Inspire Social Media
Your social media strategy should connect, inform, and inspire your audience. Social media can be a great place to add value and motivate your members. Use a variety of posts and content in order to inspire others.
Share user-generated material, success stories, and virtual fitness challenges. Also, share quick tips for home workouts. You can connect with your audience using tools like Facebook Live or Instagram Stories.
Create a seamless user experience
Consumers of today are smart and time-conscious and expect their needs to be met immediately. Your user experience is crucial to the success of your digital marketing strategy. Consider your online customer experience.
Rarely will a gym-seeking new member show up at your door. It would be best if you created an integrated journey that takes your potential members from social media to the front door.
Online journeys should be smooth. Your marketing strategy can be negatively affected by anything that causes the user to stop. User experience includes a mobile-friendly website and excellent customer service. Your digital environment must be seamless as fitness brands increasingly rely on virtual training and digital fitness offerings.
Share your reviews and success stories
Success stories in the fitness industry are very powerful. It makes a client feel empowered when they see how you helped a person who looks similar to them. WW (formerly Weight Watchers), for example, regularly posts before-and-after images of clients. The customer stories are told in a way that appeals to the reader’s emotions.
They share their experiences after joining WW. The brand sells a service but also happiness and confidence. Social proof and testimonials increase trust and authority.
Take advantage of targeted advertising
Social media has more than 3 billion users. Average US adults spend almost 40 minutes per day on Facebook. Profit from targeted advertising as people are spending more time online. Social media is a great way to keep consumers informed about health.
Facebook’s robust targeting tools can help you get your content into the hands of the right audience for Instagram or Facebook. You can target by location, demographics, and engagement.
Create a Referral Programme
Referral programs are a great tool to increase referrals. They benefit you and your members. Encourage your customers to become brand ambassadors by encouraging them to tell their friends and family about your brand.
To Create a Referral Program, you give the referrer as well as the referee an offer that they can’t refuse. You could, for example, offer members a free personal training session or individualized fitness program in exchange for each referral. Your members’ needs and wants will determine the best offer.
Offer Transparent Pricing
Transparency in your business is essential. Uncertain pricing can be frustrating to customers and drive them away. It can be detrimental to your business if potential members are misled about the pricing. Your pricing should be clear, easy to locate, and without hidden costs.
Retargeting to Encourage Sign-Ups
Retargeting allows you to stay in front of your customers’ minds. They are for prospects who have been to your website several times but are not yet ready to make a purchase or register. It is hoped that your targeted ad will encourage them to take the next step.
By analyzing the data that you have, you can target the right ad. If your customers are interested in home fitness and spend most of their time at your digital membership site, marketing your digital services will be more relevant.
