Use the right marketing channels for your fitness business and have a steady flow of leads from different places.
Using one or two marketing channels just doesn’t cut it nowadays. If you’re solely relying on referrals as your key source of taking on new clients in the fitness, health and wellness industry then your strategy needs some work.
The internet is growing at a massive rate: even over the past two years Facebook ads and video have helped to skyrocket businesses and brands to targeted audiences across the world.
The result? Epic grow for people who have a growth mindset.
So, how do you create grow using online marketing? Through using different marketing channels to get in front of people.
Now, this doesn’t mean simply setting up a Facebook page and an instagram account, and posting the same stuff on both across the day. That would be a dumb move, but something I see a lot of fitness and health and wellness professionals doing all. day. long.
People learn in different ways (visual, auditory & kinesthetic), which means you need to connect with them in different ways. That means using the written word, pictures and video to connect with individuals who could be your future clients.
So, we need the think about the ways in which you’ll share stories and resonate before we look at the different marketing channels to use.
What Marketing Channels to Choose?
Well, there are loads out there but we’re going to choose a handful.
At Strength, we always recommend a mixture of information that goes out. So, that’s pictures (food, group, quotes etc), articles or posts, and videos. This will connect you with the audience and build the know, like and trust factors that are important for someone to take action.
So, the marketing channels.
In their simplest form, choosing Instagram & Facebook for your social media activities is a must. Posting up different (but on occasion similar) to each one. Then, uploading similar videos that you’ve shared with your Facebook family on YouTube.
Then, it’s onto the written word. Having a downloadable report/check list/PDF for people to get in exchange for their email address (and permission to market to them via email marketing) is now really a given. Sending people a series of emails over the course of eight to twelve weeks is a good way to connect and build trust with that person.
Your website and Google search is also another marketing channel is a must. If you’re not learning how to dominate your local marketing when people are searching for a professional team like yours then you should. The long-term return from appearing prominently when a potential client is looking for what you have to offer is immense.
How To Measure Effectiveness?
Putting time, money and effort into something is only going to be beneficial to you, and encourage you to keep going with it, if it’s making you a significant return on the investment you’re putting in. So, that means measuring that investment makes good business sense and is something you, or a fitness digital presence consultant, needs to be doing.
There are many different tools to measure, but one key one will be the amount of investment compared to the actual return for each marketing channel. Now, this isn’t the simplest thing in the world to complete, but it is important.
If you send out an email marketing campaign to 1,000 people and 8 people buy then you know you converted 0.8% of people. That doesn’t sound like much initially, does it? But if they all invested with you as personal training clients and stayed with you for at least one year, wouldn’t that be a good return? It depends. On face value it does, but it also depends on how much it cost you to get those 1,000 people on your email marketing list to begin with.
See, it isn’t the simplest thing on earth to calculate, but it is important.
When you learn to accurately measure your online marketing efforts you can know exactly where you’re doing great, and do more more it. It also highlights where things are so profitable/return orientated and that you might want to remove your focus from.