Health and Fitness Marketing Tips and Tricks
Operating a business within the health and fitness industry requires a little extra customer research than some of the rest. Trends are constantly changing, and consumer behaviors often follow suit. Regardless of the industry, successful marketing is all about effectively communicating your value proposition to your most worthwhile audience. Get to know the people that make up your target market, speak their language, solve their problems, and show them why giving you their business is the best thing they can do.
You have this list of relevant industry keywords, but what now? Don’t get lured into overspending to outbid every gym in the country on the most popular keywords. If you have a physical location for your business, focus your highest bidding on geo-targeted keywords in order to ensure the traffic on your website is generating valuable leads. If you’re noticing low conversions and high traffic, think about taking a look into negative keywords for another way to do your best to ensure you’re reaching the right people with intent.
If you’re not selling memberships to a gym, geo-targeted keywords aren’t necessarily as beneficial. In the case of selling equipment or workout/diet plans/programs, building content for your site will not only increase your traffic and search ad optimization, but it can also be a great way to establish your business as a trusted and reputable source of information (which can translate into driving in some more worthwhile leads).
It’s important to note that the majority of fitness clubs within the United States lose up to 50 percent of their members every year. In order to perform successfully long-term, players in the industry need to improve retention of customers, but also put a little extra effort towards bringing in new leads. There are plenty of ways for you to do this for your business, so let’s talk about a few.
In order to combat high levels of competition and sometimes unpredictable twists in industry trends, it's important for marketers to differentiate their products and services by using a customer-centric lens. This means not only offering customers superior experiences but also going the extra mile to understand the needs and desires of potential customers throughout the entire buyer's journey. So, let’s think about the actual humans typing “treadmills near me” into their search engines.
In the health and fitness industry, developing a business model that emphasizes inclusivity and a personalized experience can help to differentiate your business in a positive light. Really understanding your target audience, from their basic demographics to behavioral patterns, can make a huge difference in your marketing efforts. You can target specific subsections of your target market with certain messages or tones, so doing your customer research can do wonders for the effectiveness and efficiency of your campaigns. Build buyer personas to master the inner workings of your audience, find out where your market lives online, and start engaging! Establishing communication and trust with your customers makes your business more attractive, their experience better, and increases your opportunities for strong reviews, testimonials, and referrals. If you’re able to grab the attention of both the Dwayne The Rock Johnson and the guy working out for the first time in 15 years, you’ll be able to optimize your target market reach. Focus on nurturing your leads, and dive deeper into understanding what really makes them tick.
Along with making your website reflect your expertise in the industry, adding some quality content can help people get excited about your brand over others. Consumers in the health and fitness industry are often trying to make some beneficial but challenging life changes, so focusing your marketing efforts on making that transition comfortable and accommodating is in your best interest. Creating some top-notch content to compliment your quality products/services and build a relationship with customers may be just what your business needs to get ahead of the rest. Why not find out?
For more fitness marketing tips, tricks, and trends, check out the WordStream blog.