Do you wonder the best way to market your health and fitness business online?
Whether you’re a small gym or a large chain of fitness clubs, marketing your gym is one of the most significant parts of running your business.
We’ve got you covered. We’ve put together a list of in-depth digital marketing guides that helps put your gym on the map. To learn more about our top tips for promoting your fitness club effectively to acquire new customers.
Identify and Understand Your Target Audience
It’s really important to know who you are targeting. Is your gym for bodybuilders, yoga moms, or someone with a limited schedule?
Provide enough information that is consistent with what your potential customers are looking for.
The best way is to develop your Business Model Canvas, Buyer Persona and Customer Decision Journey. By doing these, you’ll understand what obstacles your audience faces when it comes to joining a gym and buying a membership, and define your unique and point-of-differentiation (PODs).
Create a User Friendly Website
54% of people search online for a business as their first or second contact point. This means over half of your potential audience!
This is where your website can help. In order to catch clients’ attention online, you’ll need a website that is simple and easy to navigate, detailed and informative, and presented in the search engines. Here are some things clients want to know about your gym:
- What is covered in a membership
- Operating hours
- List of amenities
- Fitness class times
- How to register for a membership
There are a few online tools you can use to develop and design your website that will serve as your digital marketing touchpoint such as:
Once you’ve created a website, you can link an API to an existing client portal for new and current members to sign up, make payments, and book personal training sessions, and other fitness classes.
Once that’s all set up, you’ll need to drive users to your website. This is where the search engines should be considered.
SEO Strategy for Gyms
SEO is one of the most cost-effective strategies of online fitness marketing because it’s free and can generate high returns on investment if your website’s ranked highly for local searches.
People will use phrases like “gyms near me”, “fitness clubs near me”, “gyms in [city name]”, or “gyms in [suburb name]”.
These keywords are competitive and you’re not highly ranked only with these keywords. Thus, you’ll need to work on your local SEO to rank highly for the keywords so that you can appear in Local Packs like the following.
To optimize your website, you should:
- Use local keywords in your content
- Have a consistent name, address and phone number across your website and citations
- Create lots of local citations. Citations are online references to your business
- Get a Google My Business page
Depending on the competition for your chosen focus keywords, it may take a lot of effort or SEO in order to appear on the first page organically.
Get a Fitness Business Management Software
The purpose of a business management software is to keep your gym more organized by mainly focusing on membership administration and engagement. Although this software provides some marketing features to generate leads, it’s more effectively functional to find a fitness application that integrates with a marketing automation platform.
Your gym will benefit from installing a fitness business management software in terms of:
- Managing fitness classes and online class registration for members
- Selling memberships, products and services offline and online and managing all from one place
- Processing membership payments
- Setting up automated tasks
Here are some fitness business management software providers in the market:
Fitness Content Marketing
Content marketing can simply be blogs and articles on your website, sending newsletter to your members and subscribers. It’s a good approach for fitness clubs to do content marketing, however, you should be aware that fitness related keywords are also extremely important and competitive, especially in the era of search engine marketing.
Instead of ranking a key phrase like “how to do a pushup” that won’t bring lots of local users to your website, you should select keywords that are not only fitness-related but also regional-oriented, as these target local audiences. For instance, locally oriented content can include the following tagline(s):
- Best outdoor workout in [city name]
- Best outdoor workout in [suburb name]
- Where to buy cheap supplements in [city name]
- Best gyms in [suburb name]
Start a blog and write simply about gyms and fitness services in your area, with trending and local-oriented keywords.
This will bring website users that look for your city name in the search engines, meaning they are more likely to visit and stay longer at your blog. In other words, regular blogs are good for SEO and if you apply strategically, you’ll be able to attract more visitors to your website and connect people to your brand.
You can also create content that is tailored to more people if you wish to market your gym on different channels, such as social media, aside from search engines.
We hope that our list of digital marketing strategies has given your gym some inspiration and thorough recommendations to apply a few or all of those tactics. The most important thing to remember is to always track and measure the success of each campaign in your club management software.
Our goal is to help fitness businesses grow and as we are experienced to know what works in your industry, we’re confident to give you the best and effective guides for your results.
About the Author
My name is Quynh, a Brand Marketing Analyst at The International Institute of Digital Marketing™. My interests are digital marketing, with more focus on SEO and content creation, and Health and Fitness.