DIGITAL MARKETING PLAN FOR FITNESS CENTERS
First of all you need to know everything about the business. Every aspect that you will possibly use for your benefit and, also, every part that can cause you any problem. This previous work can be done with the SWOT method.
WHAT THE SWOT METHOD?
SWOT analysis is a strategic planning technique used to help a person or organization identify strengths, weaknesses, opportunities, and threats related to business competition or project planning.
So, let’s start with the strengths. It could be the location of the gym/fitness center, the quality of the gym machines, the experience of the instructors, etc. These are the positive points that will be highlighted. Next, let’s have a look at the weaknesses, analyze them very carefully. It’s extremely important that you are really aware of the weakest aspects of your business, firstly, in order to improve them and, secondly, so you can avoid talking about them or highlight them by mistake. Do not forget about the opportunities you may have to build up your digital marketing strategy. Look around you and try to find what elements you are surrounded by and that you can exploit to its advantage, such as well-known people you already have as clients, companies nearby you can partnership with, etc. And last but not least we have the threats, quite the opposite to the opportunities. Pay attention to them because these are the aspects your center is surrounded by that can cause trouble for the business project. Such as, other centers nearby, no place to park, etc.
SET YOUR GOALS
Your next step will be setting your goal for your business project. As for the digital marketing plan for a fitness center some of the goals can be, increase your online presence in social media, attract more clients, have a more professional social media site, etc. Regarding social media presence, it could be done by offering free content (organic marketing) to you clients/future clients. By engaging them with free classes you will build a trustful relationship. Through this strategy, you will certainly attract new and more loyalty clientele. What you should never forget is that you must set goals for short, medium and long time and, of course, these have to be specific and measurable .
The next step is to define your marketing strategy. Know your public/audience and how to target them; build your strategy related to pòsitioning and content strategy, such as key words, content calendar, social posting, etc. Your public can be diverse or you can concentrate into a small group such as females, teenagers, elderly people. If your business is not already consolidated, choose one and stick to it for now, there is always time to expand your business. Know what they want and what they need, their taste and preferences. About content strategy, as said before, the best marketing is organic marketing, offert free lessons/classes/tips and do it regularly. Keep a balance between this content and the possible ads you may post. Know which are your business keywords and write articles/posts around them. Be constant, that is, post regularly. Daily content is required for keeping your audience engaged, such as, tips for losing weight, healthy recipes, workout routines for different groups of muscles, etc. How you are going to communicate your unique value proposition and how to do so appropriately in the channels where your audience is present.
DEFINE THE DIGITAL STRATEGIES
Define how you will present your business online, how much you are going to post daily, how much free content you are going to share. Same with the advertisement, which social media are you using?. How much money are you spending in it?. Is PPC (Pay Per Click) suitable for you? Maybe there is another option for you, etc. As for a fitness center PPC in such a good option, Google Ads is perfect and can position your business in the top of the ranking for local searches in your town. That will help you to attract new clients and to spread awareness about the fitness center.
ANALYZE YOUR PERFORMANCE
Google Ads has tools that will help you to analyze the results of every strategie you had put into action for your business marketing plan. It has an obvious importance as if there is something that isn’t working so you can stop investing time and money in it or so you can take time to improve this point in particular. It’s also significant for the aspects of the digital marketing plan that are working as expected, keep pushing them and try to maximize the results as much as you can. For example, if there is a significant amount of people clicking your advert but just a tiny percentage is signing up for your center, there is maybe a problem with the landing page that you must resolve.
Every business is different, no matter how many fitness centers are around yours, you need to know your identity and to be able to show it to your public. Your uniqueness is what is going to mark the difference between you and your competitors. Allow your center to reach its maximum capacity by following all the steps of your digital marketing plan.
Written by: Rosa Martínez García.