Gym Marketing: What’s working in 2022?
A killer digital Marketing strategy can do wonders for any business, and gyms or fitness centers are no exception. From increasing exposure, driving sales, engaging with, and targeting audiences, to positioning your brand as an authority in the industry, an innovative digital gym marketing strategy can take your business to the next level.
When you share content or create your brand’s profile, you begin to humanize your business. You can engage your audience with every post. However, you can attract and engage even more people by focusing on showcasing the personality of your brand. For that, you need to use digital marketing strategies that have an even more authentic and human quality.
In recent years, a plethora of platforms have emerged with huge user bases that allow users to share that personal touch. Tik Tok for example, has more that 1 billion active users, all sharing video clips of their personal, and professional lives.
Instagram is another powerful Social Media platform which is especially popular among fitness enthusiasts. The marketing channel is great for paid advertising and content marketing.With an amazing ability to drive engagement, Instagram gives a good average return on the marketers’ investments, agencies, and brands.
Snapchat is also a hit with the younger generation. If you’re a fitness brand looking for some great gym digital marketing ideas to target millennials, there is no way you can ignore Snapchat. You can target the market for its desire to stay fit, and in shape on this platform.
After the travails of the past two years, attracting new clients and retaining current ones will be top of mind for gym owners in 2022 – and when it comes to turning new leads into loyal members, few strategies compare with gym email marketing.
Whether it is responding to challenges on TikTok, profiling your brand on Instagram reels and stories, diving into Snapchat or becoming a source of catchy memes, rising to the challenge of digital gym marketing can bring huge benefits to your bottom line.
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Gym Email Marketing: A Guide to Best Practices in 2022
Email generates a return of $42 for every $1 spent at an ROI of 4,200%, making it the most effective marketing strategy available. Besides this, email has actually increased in significance since the pandemic, and according to Hubspot, 78% of marketers have seen greater engagement over the past year.
As a result, if you run or own a gym, implementing a gym email marketing plan will likely be central to the continuing success of your facility this year and there are many aspects to consider:
How do I find the sweet spot between too many emails and just the right amount?
Email is an incredibly personal marketing avenue, which is why brands are careful not to abuse their subscribers’ trust. Unfortunately, enthusiasm can sometimes get the better of brands, leading to an overload of well-intended but ultimately unwelcome emails.
Should I use images or stick with copy?
At first pass, using images in your email design sounds like a no-brainer. Go to email curation sites like Really Good Emails, and you’ll find that all of the great entries have images – in fact, the top emails often consist of one huge image with text. There’s a good reason for this. Content with images generates higher clicks and engagement than mere blocks of text.
How can I optimize for multiple devices?
As you’ve likely heard, the future of the internet is omnichannel. People consume internet resources over a steadily widening number of devices from mobile phones to tablets, laptops, and even Xbox or PlayStation consoles.
What should I be promoting in my campaigns?
Although what you include in your emails is ultimately your decision, it’s critical to produce content that generates engagement. That can mean different things for different fitness centers, depending on their growth trajectory, strategic focus, and the relative maturity of their email list.
How should I segment my email database?
Segmentation is a core part of most marketing campaigns, so there’s no reason why it shouldn’t form a part of your gym email marketing strategy. Breaking your subscriber base down into niche audiences can produce powerful results for your campaign.
Understanding the lay of the land is critical to success, so we’ve curated a guide to industry best practices in 2022. We cover all these questions and more, helping you to decide the guiding focus of your fitness center’s email gym marketing strategy.
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Gym Social Media Marketing: How to Build a Social Media Presence that will grow a Community
Fitness studios and gyms need to have an active online presence to stay relevant in the digital world. If you don’t know what to post on your social media platforms, here is all you need to know to rock your digital gym marketing game.
When customers, clients, or prospects look for a brand online, it is their website and social media pages that are the first ports of call. That means your brand’s online image plays a vital role in influencing the opinion of prospective buyers.
Having a strong Instagram, Facebook, or Snapchat plan that’s fed with timely and relevant updates, and engaging social media content create a buyer base.
In short, ignoring the importance of an active and engaging social media presence in favor of strong search engine optimization and online ranking isn’t possible in today’s market. A strong social media presence influences your fitness center or gym’s search results and can help your brand get featured at the top of relevant search terms.
A well-designed organic social media plan should be the foundation of your digital marketing strategy to help your gym build customer relationships and strong prospects. Remember that the purpose of your organic social media is to create a community of loyal customers and followers through posting relevant feed content, images, videos and links.
Let’s take a look at how you can leverage the various social media platforms to take your digital gym marketing to the next level.
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Gym Mobile Marketing
Using SMS to Deliver Value, and the Personal Touch, to Keep your Customers Engaged
Gone are the days when advertising via conventional outbound marketing was the only way to promote brands. If you’re a gym owner and looking for ways to reach out to potential gym-goers, marketing through the newspaper, radio ads, or TV spots will no longer work.
Your fitness studio needs an effective marketing strategy to attract and engage prospective customers and compete in the industry. Using gym mobile marketing can be one major way to improve your customer base. There are a few important things to consider:
What Are The Rules with SMS Marketing?
Before you jump into the landscape of mobile marketing, learn some basics associated with brand promotion via SMS.
Customer consent is the most important aspect of text marketing you need to consider when sending SMS to your prospective and existing clients. Knowing the “text marketing laws” saves your tail in the long run.
How Does SMS Compare Price-Wise To Email?
This is one of the most common questions on the minds of marketers when devising a marketing strategy. However, when it comes to comparing gym or fitness studios, SMS marketing has an edge over traditional email marketing
What are the Performance Benefits of SMS?
The trend of sending SMS or text messages is experiencing a resurgence, with many businesses incorporating text marketing in one way or another. A high conversion rate, for instance, is one of the performance benefits your fitness studio may gain from SMS marketing.
Are There Any Drawbacks to Using Texting for Marketing My Gym or Studio?
These can include limited characters, spammy text and difficulty in tracing open rates. If you’ve not been explicitly clear about your opt-in policy up front, people whom you reach out to may object. The biggest concern is being spammy, texting too much or not delivering something of value.
How Frequent Is Too Frequent?
If you think sending 3 to 4 messages to prospective fitness freaks will entice them to join your gym, you’re mistaken.
While there is no “one-size-fits-all” phenomenon for all fitness studios, SMS marketing experts recommend messaging customers once a week. That means your monthly range for texting customers should be 2 to 4 messages.
We’ll take a look at the pros and cons of using SMS to market your fitness studio, covering SMS etiquette, optimum sending frequency, some innovative ideas for offering value to your customers and keeping them engaged and much more. Let’s dive into the world of mobile gym marketing.
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Winning Back Old Customers
They Were a Customer, It’s Time to Win Them Back!
The best thing about having a ‘dormant’ segment of customers is that they are still your customers. Just because they haven’t engaged and been to the fitness center in a while, doesn’t mean they aren’t still interested in what you have to offer. All you need to do is re-ignite their passion to feel fitter and healthier. This is a key aspect of gym marketing.
It costs a lot more to gain a new customer than it does to keep an existing one. That is why working on reigniting dormant members is going to create more value for you. Dormant customers already have a relationship with your team, and re-engagement is all about striking a chord with that member through a narrative that gets them inspired.
Storytelling is the best way to do that. It allows you to talk about scenarios that could reflect the situation your dormant member finds themselves in. For example, in winter the whole idea of getting up early and going to the gym in the cold and dark isn’t as appealing as it is in the summer. It’s warm in bed and you don’t want to leave it, yet there is still part of you wanting to feel your muscles stretching and moving in different ways.
In order to tell a good story that your customers will relate to, it is important to understand the reasons why they stopped engaging with your center. For example:
- The time of year and change of light may have dampened their enthusiasm.
- Work picked up and they are too busy
- Their family situation may have changed
- They experienced pain after a particular set of exercises
- They took up another hobby to fill their time
- They wanted to try something different (such as yoga) and didn’t realize you have classes.
Click through to the article to discover more about the potential reasons why your members may have disengaged and a set of strategies to get them back on board.
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Branding your Gym
What to Consider when Evaluating the Perception of your Business
Brand building for a gym is not only about creating a slogan or logos. It covers the full range of experience your members will have, from seeing an advert on social media to the ambience you create and customer service you offer. Your branding should remain consistent for your members regardless of how long they have been with you and what marketing strategy you use. A killer brand gives your members the pride and confidence they need to remain loyal patrons of your gym, and also to recommend it to all their friends, which is priceless!
A brand’s personality is, without a doubt, an important phenomenon that requires your attention. Remember that your brand will take some time to make its space in a user’s life. You need to build its personality, and for that, you need to focus on all aspects that users are exposed to including the logos and colors that can describe your gym the best.
Think: What are the special features of your gym? What makes it different? What is the main selling point that makes your gym unique? If your gym were a person what would it sound or look like?
Once you know the defining attributes of your gym, you can incorporate them into your branding, which includes:
Colors, fonts, and logo
Once you decide on the name of your gym, you need to focus on its visual representation. This means that selecting a font, typography and color scheme that fits the personality of your business is the next important step in branding your gym.
Tone of voice
Sharing helpful content in a motivational tone with the audience can do wonders to create a positive image of your brand. It typically inspires people to focus on their fitness routine.
In-studio experience
Your brand isn’t only about a catchy business name, attractive logos, fonts, and colors. It is also about what in-studio experience it offers to the members. This can include the interior design aesthetic, captions printed on the walls, the quality of the music system, the types of gym equipment available and the fitness programs you offer. Everything has an impact on your brand.
Staff communication
You must ensure consistency in communication with your members, whether they’re new or have been with you for a long time. Consistent communication helps members to feel motivated and to build a rapport with your fitness service.
Sensory branding
Though it is a new concept for many people, it really is an important aspect of branding a gym. Your choice of music during workouts has a strong impact on the minds of members.
In this article, we explore what it takes to go about branding your gym in an effective way. We will cover the whole scope of your branding from first contact to the overall customer experience of being a member of your gym including the following:
Let’s dive in.
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Reviews Management
Winning new members with social proof long before you ever hear from a new prospect
Review management refers to the process of monitoring and managing the reviews people give about your business on different websites. It typically ensures that your business executes an effective review response strategy.
This process also helps your business to remove fake reviews before they become a problem, and most importantly, to solve customer issues. A reviews management strategy aims to support the marketing plan of the company to improve its overall performance.
According to the latest research, more than 72 percent of clients don’t make purchasing decisions without reading reviews. That means whether you‘re a startup, or own an enterprise-level company with multiple locations, online reviews about your business have a direct impact on both revenue and reputation. Do you want to impact the purchasing decisions of your consumers?
Did you know that approximately 94 percent of customers avoid buying a product from a business that has negative reviews online? That statistic alone is enough to understand that reviews matter big time regardless of the size of your business. As more than 82 percent of people rely on online reviews when buying from local businesses, having a reviews management strategy is essential. Yet only 36 percent of businesses invest in reviews marketing and management. The remainder become nearly invisible in the online world, losing to the competition for a spot on the prized first page of a search on Google.
It is through reviews that businesses can understand what consumers think, or say about the services and products online, and reviews management is one way to step in, take action, and rectify the experiences of consumers if required. Another survey found that 9 out of 10 consumers read online reviews to make an informed purchasing decision.
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SEO for Gyms
How to be confident you’re getting found by potential members near you
It is essential to optimize your website for various search engines so that people can find you online. In this way, SEO can play an important role in the marketing strategy of any business.
Many gym owners have the question: “Is SEO worth my money or time” in mind when starting a business. A major reason why most of them have this confusion is because of Google algorithms, which are continuously changing. According to expert marketers, determining whether SEO is worth your investment or resources solely depends on the marketing goals of your business.
Fitness businesses need to understand that SEO is not what marketers claim it to be. It is not magic that can instantly solve all your business marketing problems, nor is it a static product. However, it is a science that is continually evolving practices that require fitness studios to focus on trends, patterns, and potential dangers.
As mentioned earlier, it is essential to optimize your website for various search engines so that people can find you online. In this way, SEO can play an important role in the marketing strategy of any business.
Not integrating SEO into the content of your site means your business is missing out on plenty of prospects who may be local but aren’t aware that your business exists. Before you invest in an SEO strategy, understanding the difference between SEO and local SEO is crucial.
Search Engine Optimization (SEO) refers to the services that help businesses drive organic traffic to their websites by ranking them appropriately on Google and other search engines. It is a useful tool to provide better user experiences.
Know that user experience is an extremely important ranking feature of SEO. It has become even more important since Google switched to making websites’ speed a ranking factor. If you want SEO to enhance your bottom line, your business website must be able to handle its organic traffic and funnel it towards sales.
No matter how strong your call to action is or how many times you have repeated your contact information on the website, if it doesn’t have organic traffic to help you, there is only a slim chance that online users will find you. Put simply, SEO is a tool that sends non-paid and organic traffic to your business website.
Local SEO refers to the subsection of search engine optimization that focuses on various geographical components of business search. Local SEO is a practice in which marketers can optimize websites for local search results. It helps them increase traffic and visibility to the site. Plus, it is great to improve foot traffic to any brick-and-mortar business.
So, if you’re curious to find out if SEO is a good monetary investment or not for your fitness business, we have you covered. Keep on reading to find out why SEO is important and how you can be sure that potential members in your area can find you.
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