Marketing Strategies For A Gym – Fitness Sales and Marketing Quick Tips to help you incorporate sales and marketing into your fitness business.
Owners or operators of fitness facilities, including health clubs, fitness studios, gyms, or large fitness facilities, all tend to make some of these common mistakes.
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Check out this list of dos and don’ts and see where you can improve your sales and marketing for your business in the fitness industry.
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Advantages of the first sale. During the sales process, discover the needs and wants of the prospect and focus on how your fitness services can meet those needs.
Ask open-ended questions to discover what is most important to the prospect. Focus on how you can help them achieve what’s important to them and you’ll add a new happy member.
Don’t sell features first. If your gym or fitness studio has the “best” equipment in the world, that’s great, but…why should a potential client care?
Link the “advantages” that using the “best” equipment will provide. Show how it will help the prospect achieve what is most important to him.
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Having a strategic plan for your sales and marketing will help you generate leads and grow your business.
It’s a great tool to improve the quality of your marketing because you’re not just throwing things together at the last minute and hoping it works.
Instead, you should run targeted Facebook ads with clear goals. Ads should be part of an optimized funnel including retargeting, high-converting landing pages, and automated follow-ups.
Invest in marketing your business to generate a steady stream of leads. Having plenty of leads in the pipeline all the time will fuel your growth.
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Invest in sales training to convert leads and leverage your marketing success. If you have a weak sales process, then you will be pouring contacts into a bucket of holes.
Think of ways to innovate and force change in the future to stay ahead of the curve. Technology, trends and interests are changing faster than ever before.
If you don’t reinvest in your fitness business and find ways to stay competitive, then eventually you’ll start losing business to the new place that just opened down the street.
Take some time at least once a year to think a few years ahead. Use this time to discover new technologies, new trends and changes in the industry. This small investment of your time will pay off and force your competitors to play catch-up.
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Do a quick audit. Don’t be emotional about it, just try to be as objective as possible. Rate each channel on a scale of 1 to 10 and see which areas need attention.
Ask yourself what impression your potential members get when they see your website, social media, reviews, videos, etc.
Fitness can be an escape, it can be about community, health, overcoming upcoming personal challenges, inspiration, getting time for yourself, a way to de-stress, get stronger and so much more. What fitness should not be is boring!
Is it interesting, fun, inspiring, engaging, does it offer value? Do you use video? Are the people in the video happy and inspiring. Is your content engaging?
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Care! You really care about your members. Listen to them, pay close attention to them and make their happiness a priority.
Your members will appreciate it. In addition, it will pay off with referrals, positive reviews and a positive impact on your brand.
Get involved in your community and be as responsive as possible. Answer questions and say thank you for positive reviews or encouraging comments.
Try to take the conversation offline. See if you can resolve the situation and request an update on the review or comment.
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Being responsible shows that you care. It shows potential members that you are actively meeting members’ needs instead of being apathetic.
If you’re interested in improving your fitness sales and marketing, let’s talk. Schedule a free strategy call to learn more about growing your business one click at a time. Marketing and reaching your target audience in the post-2021 market can be confusing. We’ve gathered some tips and information to help you connect with new and existing members.
If you’ve noticed a shift in marketing trends and want to build better relationships with your current members while reaching new audiences, keep reading.
Marketing strategies like “post once a day on Instagram to increase your followers.” Then you might want to check out some of our other marketing resources.
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I’ve spent the last 10 years — my entire professional career — working in digital marketing, and I can honestly say that more has changed since 2020 than from 2011 to 2019. With everything going on in the fitness industry — and in the world — I know how busy all of our members are right now. To save you time, I read the latest marketing updates and research to help you reach a larger audience in an ever-changing market.
Before I tell you more about the research I found, I wanted to mention that there were a lot of strategies and tips that I had to leave out. In order to avoid the article becoming a novel, I had to narrow it down to the information I felt was most relevant to today’s times and vital for you to know.
Also, remember that every business is different and I encourage you to look at your audience and adjust these strategies to best fit your model and capabilities.
Gone are the days when you could do one ad campaign and be done with it. Now, more than ever, you need to make sure your campaigns speak to each of your target audiences. This means campaigns must:
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If a member only signs up for yoga classes or reserves a swim course, don’t send them a marketing email about your new weightlifting equipment.
Just ahead of the 2021 holiday shopping season, advertising platform Outbrain shared its findings from a survey of more than 8,000 consumers from the United States, United Kingdom, Australia, Germany, France, Italy, Spain and Israel.
When they asked participants what makes them engage with an ad, they found that in nearly every country, consumers responded more favorably to and engaged with content that aligned with their personal interests and was trustworthy.
They also found that 54% of global consumers—and 63% of US consumers—consider brand availability the most important factor when considering a purchase.
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It all comes down to availability and responsiveness. If you don’t have someone posting regularly – or at least checking – your Twitter account, don’t include it on your website. Better yet, delete it and avoid the potential member trying to contact you and being left with a bad impression when you never get back to them.
Making your brand accessible can mean more than just responding to social media; this can mean simple adjustments like adding alt text to your images and titles to all your videos. This has the added benefit of making your campaigns more inclusive while increasing the appeal of your campaigns to search engines.
Another way you can make your marketing campaigns personal – this is a big one – ditch the pictures of fit young people and instead opt to use “real” pictures of your club and your members. Not only will it help build and nurture relationships with your current members, but it will also help potential members see themselves at your gym or studio.
Did you know that 85% of smartphone users prefer texting over email or calling? If that surprises you, wait until you hear that messages have a 45% response rate, which is 7x higher than the email average of 6%.
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While 65% of consumers say they feel more positively about companies with messages than those without, always check to make sure you’re following the laws in your country or state.
You may have noticed recently that your paid social media or Google Ads marketing campaigns aren’t generating as good an ROI—or return on investment—as they did in previous years or even months.
Don’t give your marketing team a bad performance just yet. In general, brands pay more per customer acquisition and get less in return.
You can thank two factors for the biggest decline in the effectiveness of your marketing efforts:
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From GDPR to Apple’s cross-tracking transparency initiatives to Google’s forgiveness of third-party cookies, marketers have less and less data to use when optimizing their campaigns. Less optimized campaigns mean they’re likely spending more—and doing more—just to reach a perhaps less engaged audience—thanks in part to the pandemic.
Ultimately, this can be a great opportunity for your brand to connect with audiences on a more personal level.
Take the time to understand your current — and potential — members’ wants and needs, their concerns, and any obstacles they may face. Once you fully understand your members, you’ll be able to develop innovative content and campaigns that demonstrate why your business is the right choice for your audience.
Kaitee Anderson Fernandez is the Director of Creative Content. She uses her experience as a multimedia journalist to tell the story of advocacy and public policy efforts in Russia. Kaitee spends her free time watching sci-fi movies, boxing, or working toward her goal of being able to do five pull-ups (a skill that would come
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