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Posted by Sam

Seeking a Change in Your Fitness Center's Marketing Routine?


Marketing can be effectively implemented if you can correlate it to the nature of your business, especially in the fitness industry. Let us look at what fitness industry professionals do for their members.

As a fitness instructor, you get members that need to get in shape to stay fit. To achieve that, you set up routines for them. These routines are time bound activities that members follow to reach a certain stage, after which you recommend a new routine for them to achieve their next goal.

Fitness routines are a combination of different methods and techniques like warming up, free-hand, aerobics, yoga, Zumba, cardio, weight training, cross-training, etc. Each serves a different purpose but eventually works towards one common goal – fitness. With so many options available, members need guidance to follow the right routine at the right time.

Digital Marketing is very similar. As the owner of your business, you identify the goals that you want to achieve. Your goals will help you decide the strategy. Strategy implementation will need technology and implementation of tasks in a specific order, like your exercise routines mentioned above. These routines will need to be changed and re-enacted based on the results (analytics) we get from our marketing efforts.

Marketing routines need a blend of different technologies and techniques to ensure the best return on your investments. However, understanding your existing marketing resources and the missing links first is extremely important.

Traditional Marketing Routine

In the early days of fitness industry, a workout was all about lifting free weights and running on the manual treadmill. Today, that's changed. Traditional marketing contributed more to the early fitness industry. Banners, flyers, and radio ads were a major resource for lead generation in the traditional marketing routine. This helped health clubs attract local leads but hasn’t really helped them expand their business.

Modern Marketing Routine

Like manual treadmills being gradually replaced by automated treadmills, lead generation is now more automated thanks to digital marketing. The modern approach of marketing for the fitness industry is more about reaching your audience online quickly. Today, digital marketing is not a new term for any business. For successful health clubs, it's become a necessity, while other less successful health clubs are realizing what they're missing. However, this doesn’t mean that a modern marketing routine can completely ignore traditional marketing.

Why Switch to Digital Marketing?

It’s important to understand the business sense of digital marketing for fitness centers. The fitness industry’s worldwide revenue increased to $83.1 billion in 2016, with the major contributors being the fitness clubs who are using digital marketing. It's likely that an increasing proportion of your target market is using digital technology to research health clubs and fitness programs in your area. If you don't have an organized strategy on how to reach search engines and convert these leads into members, you should consider how much you're losing out on a potentially huge revenue source. We've listed some useful statistics below.

  • In 2017, 2 million Americans searched for “weight loss” on Google
  • There are 2.3 billion active social media users
  • Nearly one-third or 2.34 billion people worldwide regularly use social networks
  • Visual content is 40 times more likely to get shared on social media than other types of content
  • 30% of mobile searches are related to a location
  • In the past two years, content consumption on Facebook has increased 57% 
  • Instagram has 500 million monthly active users

What Would Be The Best Marketing Combination?

There’s no standard marketing approach that can be applied to all fitness clubs, since every fitness club has a different set of goals to achieve. Digital marketing consists of different online activities, including website design services, search engine optimization, content marketing, social media marketing, video marketing, PPC Ad campaigns & remarketing. These online activities need to be supported by some traditional marketing activities like radio and display ads.

During any marketing campaign, make sure all your marketing activities are aligned with each other. Not every fitness club owner has the luxury or the budget to get overly experimental with their advertising and marketing approach. Thus, it’s necessary to find out the best marketing combination that delivers real, tangible, and measurable results.

Lore Digital Marketing, a preferred digital marketing agency in MA, can deliver those results. If you're seeking a change in your fitness center's marketing routine, call us or drop an email today to discuss your business's future opportunities for growth!
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About The Author Sam

Sam is the president at Lore Digital Marketing focused on growth strategies, brand building and inbound marketing excellence for clients across industries. He is HubSpot certified inbound marketer, business leader, and MarTech adviser. Sam is passionate about developing and implementing strategies using effective marketing tools that impact marketing & sales, improve ROI and create inspiring brands.