Your Gym, wellness start-up, lifestyle business, yoga school, and health entrepreneurship all need one simple thing from digital marketing: a one-stop strategy combining social media, SEO, website optimization and paid advertising that attracts paying customers. In the end, clients are the ones who make you the money or grow your business, so the power to be found digitally is all you need.
Going back in history, the 1990’s saw an explosion of fitness clubs, gyms, health club franchises, people working professionally in the wellness industry, and those drawn into fitness. Not just men would spend their time in the gym but women also gradually found their way into the wellness craze. So how does digital marketing factor in, particularly social media which is now woven into the daily fabric of people’s fitness and wellness lives nowadays. Digital marketing basically allows a space for users to share ideas and to access the information quickly such as exercises, gear, and the latest industry trends. Nowadays motivation is key, and digital marketing with social media can help people find that motivation online.
Though with traditional digital marketing, 90% of your customers should be finding you through: geo-targeted natural search (Google/Bing search), Social media where you individually or your wellness brand mentioned are talked about on social media, content where your blog posts and content are shared on social media and other health-related websites, paid searches and ads on Google or social media. This can also be supplemented with influencer marketing and smart PPC where necessary.
Though what I’m basically hinting on is Content! Content marketing is still key in the gym marketing strategies, a solid foundation. Content marketing of wellness businesses is aimed at attracting and retaining customers, fans, followers, by continually creating relevant and valuable content that supports and motivates them. Content marketing is an ongoing process integrated into the gym business’ overall marketing strategy.
Good content to complement your digital gym strategy helps with credibility and motivation. It also does help that fitness enthusiasts want to consume it rather than avoid it. Remember that creating value to your potential consumers is a part of the overall fitness brand image, which will help to gain what we call ‘earned media’ (word of mouth, social media likes and shares). The content used can be video, photos, text, blog texts, Infographics, podcasts, shared articles, or any other suitable fitness content.
Another variation of content to consider, are online reviews, because these influence users a lot. Are you aware of where your customers are reviewing you online? Are you engaging with negative responses and encouraging happy customers to review you. Content that proves you know what you are talking about. Are you regularly writing blog posts and contributing as a trustworthy, authoritative source on other industry relevant blogs. This helps with relatability because now customers look at the person/people behind the brand or company to see if they can relate to them on a personal level, since health is personal, right!
In addition to having a dynamic website optimized for mobile with good calls to action. It’s imperative not to take Search Engine Optimization lightly. SEO is quite a long game, but it’s really important. You won’t see any results for a while, but when you finally do you will be getting visitors and clients for free. As such, for those health entrepreneurs wanting to drive down their customer acquisition cost over time, a solid SEO campaign is vital. But again, your success in this area will be linked to the quality of content on your website and its relationship with your traffic sources.
It’s noteworthy that aside from better informative fitness content, page design and links to other sources can help here. Blogs and onsite video can also be really useful in keeping visitors engaged. This engagement is key since the longer clients stay, the better your SEO rank gets. Do also participate in online discussions to show off your expertise and Share your blog and other useful ideas on social media, this can drive traffic to your site in the long run.
Another factor is quality paid advertising management as it affects SEO. When done properly, paid search traffic increase the quality of visitors to your site which in turn affects your bounce rate and time spent on your site. Some of which are the most important determinants of SEO. Quality social media and fitness content impacts SEO by providing content for other websites to link to and share. It will also assist with website conversions by creating a feeling of confidence and assurance which allows “social proofing”. This social proofing can engage your customers online to support and “sell” your product or services for you.
Fitness consumers use the Internet and social media not only for information search but also for entertainment, so your content should be able to provide ‘infotainment’. Remember that engagement on social media is different than in traditional marketing, Social media is an open environment, which allows customers and stakeholders to participate freely. Engagement can also be seen with influencers in the wellness and health industries on social media.
It’s always good to have great pictures and videos on your website in addition to Testimonials. Employee Profiles also go a long way to prove professionalism and legitimacy. Another consideration for your gym and health clubs is offering smart promotions to attract new members or loyalty rewards which can all be advertised digitally. We digital marketing helps with brand positioning and helping your wellness business to stand out, and to attract your desired target group of clients. So consider taking it more seriously so you can occupy a certain space in the fitness market and therefore achieve your business goals.