We combine the following four components of online marketing and work them in conjunction with each other to create the most powerful marketing strategy you can have for your fitness clubs:
The Four MUST HAVE Components for Effective Online Marketing
Your online marketing begins with a carefully planned website that is current with today’s design standards and capabilities.
When people visit your website they are browsing from many different types of devices from cellphones to tablets to desktop or laptop computers. No matter what device people use to browse your website they need to have a positive and unique user experience.
What does it mean to have a positive and unique experience?
Your website should take people on a fitness journey. They need to see all of the programs, amenities, and fitness advice you have to offer. Every page needs to be motivating, inviting, and captivating; compelling visitors to interact with your club at THEIR fitness level.
After your website is built, it’s time to drive traffic to it.
Unfortunately, a website alone, no matter how great it looks, will not drive traffic. There is an ongoing optimization process that needs to occur month-after-month to get visitors to your website. Every piece of content on your website needs to be optimized for search engines. When people are looking for a particular fitness topic, your website needs to rank well as the most reliable resource for what they are searching for.
Don’t forget about your off-page SEO.
In addition to website optimization, it’s extremely important to make sure that outside resources (off-page SEO) are optimized as well. Directory listings, social media, referrals from an external website and online ads play a vital role in driving traffic to your website when optimized aggressively and effectively.
There is an aspect to online marketing that levels the playing field for large corporate brands and small local fitness clubs. Active search engine optimization, when done correctly and consistently, can rank you higher than any competitor for hundreds (maybe thousands) of important keywords.
Believe or not, 90% of unique visitors to your website are NOT looking to sign up. Most visitors are just looking for information.
Typically, a visitor comes to your website because an outside source or a search led them to your site. Inbound marketing is a methodology that creates content for visitors at all fitness levels at their particular place in the buyer’s journey; it’s about making your club the fitness authority in your community.
Inbound marketing is a strategy that combines the following elements to create pathways for which your visitors will ultimately become members.
- Helpful blog articles
- Landing pages
- And much more…
If you can’t measure it then why do it?
Data is the only tool to analyze online marketing effectiveness. Without reliable data it’s impossible to know how well a strategy worked, if at all.
After your website is built, we install tools to measure visitor interaction to gauge what is creating the most buzz and reaction on your website. In-depth analytical reporting such as traffic, visitor clicks, heat maps, mouse movements, and more are used to track visitor behavior and make adjustments month after month to improve your marketing results. All results are reviewed with you each month so that we are working as a team with you to maximize the effectiveness of your online marketing.
Content, in today’s Internet marketing spectrum, is what makes the world go round.
People are no longer looking for overnight specials; they are looking for substance and trust in a brand. The inbound marketing method surrounds your brand with a constant barrage of content that establishes you as a thought leader in fitness and creates prospect and member loyalty. When done correctly, inbound marketing turns your visitors and members into your most effective promoters.