In the new normal, health, wealth, and fitness have emerged as key focus areas for people after months of social distancing.
Even if the fitness industry is facing a major roadblock amidst the pandemic, people are joining online classes and are gearing up to join gyms and studios once the lockdown is lifted.
At this time, every gym/fitness studio needs to showcase its health and hygiene initiatives. Hand sanitiser dispensers, spacing of equipment, safety rules and protocols, small/intimate groups, pre-booking of workout slots, and a focus on overall wellness are some of the trends that we are likely to see in the post-Covid years.
Every fitness studio and gym also needs an effective digital marketing strategy to differentiate themselves from the competition. What should it be like? It should follow the following digital marketing tips to create a true impact.
1. Create a user-friendly website
In today’s time, people look online when they are seeking a new service or product. When it comes to a gym or fitness studio, they’re all the more likely to check out options in their neighbourhood.
What should your website be like to attract and engage visitors? It must be simple to navigate, must be up there in search engine rankings, be optimised for mobiles, and should provide a potential client with all the information s/he needs (location, hours, facilities, etc).
And yes, it must be quick to load! After some time, when your memberships start growing, you can consider allowing online payments and booking of trainers, classes, or facilities.
2. Focus on search engine rankings
What do you do when you search for something online? Look at the first few options that show up, most of the times.
Most users never scroll past the first page of search results, and that most organic clicks go to the first position. When only the first page really matters, it’s important for fitness studios to make sure that they are there.
Rising up the rankings isn’t easy. It takes time, consistency, and constant effort to ensure that your online presence makes a mark.
Begin with a solid foundation – a website that is easy to navigate and allows Google to crawl the contents. Fix duplicate content, optimise for mobile and speed, work on links to avoid 404 errors.
Focus on quality content, regular social media posts, and customer engagement to increase your online popularity.
Make sure you capture local SEO – one of the most cost-effective forms of digital marketing to cater to people looking for “gyms near me”, “fitness clubs near me”, or “fitness studios in [city name]”.
You can do this by using local keywords in content and ensuring consistent name, address, and phone number across your website and social media sites.
3. Work on mobile marketing
Fitness, like most other sectors, has gone mobile. More than 95% people live with their phones in their pockets or hands and buy 5 times more mobile devices than TVs and desktops combined.
Clearly, it makes sense to market more on what they watch more: the mobile. Optimising your website for mobile is the first step. You need to focus on a dedicated mobile marketing strategy, with ads that appear on mobile smartphones, tablets, or other mobile devices.
It’s also important to track your fitness studio’s marketing campaigns to figure out what you did right and what went wrong. Goal tracking with Google Analytics can help monitor the success of each campaign and tell you which campaigns brought in the most leads – and most new members.
4. Promote yourself on social media
On average, maximum internet users are on social media most of the time. That huge group of active and engaged social media users could be new clients for your fitness studio.
Promote your business on social media and target focused groups especially on Facebook, Instagram and Twitter.
Facebook page can generate user interaction, help share relevant content, and create a buzz.
Instagram stories and posts are largely visual and can be used to show off the facilities and workout videos/photos.
Twitter lets you showcase relevant, interesting updates and information – with a 280-word intro.
5. Create a channel for your fitness studio
Gyms and fitness studios do well with visual mediums and the best bet to market them digitally is via videos. These provide a visual experience that no number of photos and text updates can offer.
Promoting your studio, be it a gym, kickboxing, or yoga one, lets people “visit” your gym virtually so let them get a good look at the interiors, facilities, and amenities.
Begin uploading videos by fitness/diet experts that you employ and make sure that all the content is quality – only if the videos interest you, will they interest others.
You don’t need expensive equipment – a good smartphone now provides good audio and video quality, but make sure the video is stable and focused on relevant keywords.
6. Use written content for marketing
Quality written content is also important for digital marketing since the keywords used can help you get a better Google ranking.
What are good keywords? “How to do a plank” or “how to do a headstand” may seem like good bets, but they aren’t. The people looking for these results aren’t going to be local and walk through your door.
Instead, create original content that melds fitness with local specifications and attractions. Try “best outdoor walks in [city name]”, best beaches to run in [city name]”, “best treks in [city name]”, or “where to buy the best fitness equipment in [city name]”.
Bring the local element together with fitness will help with keyword searches and ensure your studio is discovered. Share on the website, social media accounts, local forums, and weekly newsletters.
7. Remarket to close that membership
Everyone knows that marketing is important and that it’s the way businesses try to attract people to visit and buy their products or services. It can be done via many mediums, from print and email to hoardings and social media.
In the digital age, marketing is important but so is remarketing. Also known as retargeting, this involves approaching people who showed interest in your business or website but left without converting.
How does it work? By positioning ads elsewhere on the internet hoping that they will see them and return back to your website to finalise that membership.
Use all platforms – Facebook, Google Display Network, Twitter, Instagram, and LinkedIn – to entice visitors to your website and clinch the deal with offers and discounts.
Whether your business is B2B or B2C, implementing digital marketing strategies can help grow your online presence and lead to more conversions and profits. Boost360 can help.