Tag: marketing for fitness businesses

Marketing For Fitness Businesses

The Art of the Ad: How to Drive More Visitors to Your Business Naturally

The internet is the perfect medium on which to advertise your business or its products or services. Statistics show that it reaches 98 percent of all 18- to 29-year-olds and 97 percent of all 30- to 49-year-olds. By creating and displaying highly optimized ads, you’ll attract new customers and gain a competitive advantage in your business’s market.

Use Multiple Formats

Don’t limit your online ads to text format, as you can drive more traffic to your website if you use many different types of ads. Image ads, for example, allow you to use bright colors, flashing buttons and cursor hover-over effects to attract clicks. With text ads, you can only motivate users to click using words. You can use words and visual elements in images, however, to drive better engagement.

Video is another effective ad format. According to one survey, 51 percent of advertisers say video offers the highest return on investment (ROI) of all formats. You can create video ads for YouTube by creating an account on the video-sharing website and uploading the video to your channel. Alternatively, you can pay to advertise your videos on YouTube by creating a video campaign in Google Ads. This will place your video ad on YouTube as well as other affiliated web pages.

Make Ads Look Natural

Users are more likely to look at, click and engage with an ad if it looks like a natural element of the website’s content. The Federal Trade Commission (FTC) has laws regulating online advertising, but you can still create natural-looking ads to achieve better results with your advertising strategy. Designing a banner ad in the same color as the target website’s background, for example, allows it to blend in. Because they feature the same color, users may assume the banner ad is a part of the website, thereby increasing click-through rates (CTRs).

Your ads should also be relevant to their intended audience. When creating ads for a website, use copy that resonates with the website’s visitors. If you’re creating PPC ads for AdWords, include the search keywords you are targeting in the copy. You want users to immediately connect with your ads when they see them. If your ads aren’t relevant, they’ll ignore them without taking action.

Marketing For Fitness Businesses

Marketing For Fitness Businesses

The Recipe for an Effective Ad

Creating an effective ad is a methodical process that requires several essential ingredients. In addition to being relevant to its intended audience, an effective ad must clearly convey what you are selling. Using gimmicky phrases and clickbait headlines in your ads may attract clicks, but they are low-quality clicks that probably won’t convert. Be honest and transparent in your ads and explain exactly what you are selling.

Your online ads should also be unique. If one of your ads features the same copy as another ad, it won’t receive many clicks. This is especially true for a lot of marketing for Fitness Businesses ads (which frequently employ the same buzzwords and promises that people are often wary of). Your ads must stand apart from your competitors’ ads, so design them with unique colors, copy and other distinguishable elements (and distinguishable services).

If possible, include a call to action (CTA) in your ad. This statement or phrase tells users what they must do to trigger a conversion. And don’t forget your landing page! Yout got potential customers interested if they clicked on your ad, now you need to convince them to stay with a great page. Your website is an incredibly important part of your marketing strategy – don’t think that’s it’s going anywhere, invest wisely in it.

Generate Exposure

Even if you have an effective, meticulously designed ad, it’s not going to drive sales unless people see it. If you’re going to display ads on your website, for example, optimize your site so that it ranks high. Known as search engine optimization (SEO), it attracts organic search traffic to your website, thus increasing ad impressions.

Another way to generate exposure is to create PPC ads using Google Ads or Bing Ads. Both services support text ads for their respective search results. After creating a text ad, you select the keywords for which you want it to appear. Both Google Ads and Bing Ads are cost-effective advertising mediums for businesses. These types of advertisements are also essential for local advertising. They reach the target audience and Google local service ads can help in your SEO campaign as well as reaching new customers.

MONITOR PERFORMANCE

Once your online ads are active, you must monitor their performance so that you can further optimize them. All online ads, regardless of format or location, have a finite lifespan. Users may grow tired of seeing a particular ad, or the copy may become stale or irrelevant. Either way, you should keep your ads fresh by monitoring their performance and making small changes to optimize them.

Statistics show that the average consumer sees up to 10,000 ads each day. For businesses looking to promote their products or services, this stiff competition can hinder their success. Using the right online ads, however, you can reach your business’s customers to sell your products or services.

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marketing for fitness businesses

HOW TO CREATE A SUCCESSFUL & SCALABLE FITNESS BUSINESS

I’m just going to put this out here: it is downright difficult to compete in the fitness industry these days, let alone set yourself up for long-term financial success. I read a statistic recently that indicated there were nearly 37,000 health clubs/fitness centers in the United States alone. So, how in the world are you going to make sure that what you offer not only brings in enough clients to keep your head above water, but also generates enough revenue that you can rest assured that the lights will come on for another day and you may even be able to take that vacation you’ve been dreaming about for years?

Here are 5 Go-To Methods I recommend to all of my consulting clients to ensure their gym is around longer than it took to build it out:

  1. Adjust your business model to include layers of memberships. There are many gyms out there that exist solely in one niche – one price point, one type of membership. In this current climate, that’s not going to keep you competitive. If you introduce multiple price points, you can cast a wider net to attract more potential clients in different demographic segments.

Start with your basic membership – the lowest price point – these are the people who just want to come in, do their own thing and leave. They will not require too much of your time which is good, because they’re not paying for it. Level that up to your next price point and introduce large group/team training ie: boot camps, yoga, spin – any type of class where you can have one instructor who is giving specific exercises, but in a larger group setting. It’s a little more structured, but still not too much personal attention. Your next level should be a couple of sessions of small group training per week where you cap your group to 4-6 people and each individual gets more attention. That can be bumped up again to include unlimited small group training sessions for a higher price tag. Round out your price list with private one-on-one training for those clients who want a completely individualized program and a lot of attention.  Each level will appeal to a different type of client and require a specific level of interaction in direct relation to the price tag.

marketing for fitness businesses

  1. You MUST have multiple profit centers – ideally 6-8 sources. This is where many gyms set themselves up for failure. What do I mean by this? Diversify your offerings! Just like with stocks, you do not ever want to put all of your eggs in one basket. What if that basket breaks? Your completely out of luck. Don’t tie all of your potential into one profit center. Explore alternate product offerings such as supplements, sports performance, nutrition, heart rate monitors, specialty programs, saunas, massage/FST, workshops, clinics, seminars…the list is only limited by your own creativity. Whatever you do will not only open up another revenue stream, but will also increase your overall visibility and perceived value in the community, in turn leading to additional potential clients.
  2. If you don’t currently offer Small Group Training (SGT), get that set up immediately. Over the past ten years, private training clients have become fewer and further between. At the same time, the interest in small group training (4-6 clients) has grown exponentially. While my gym tends to attract more private training clients than many across the nation due to its location, I still wanted to figure out how to take advantage of the SGT trend and make it just as lucrative for my gym and it worked out perfectly. Now, they are not only tied to the trainers, the program and the gym itself; they are now tied with the other members in the group. It creates more of a bond.

Let’s use my own numbers at Pulse Fitness for reference. My trainer was already going to set aside an hour of his time for Private Training Client A for $80.  For that same hour of his time, we decided to replace out the single session PT client with a SGT session. I lowered the individual cost of each client to $45 per client and raised the number of clients to 4 in same time slot. I am now bringing in $180 for the same hour with the same coach which is more than 2.5 times the total I collected for the single private training client during the same amount of time. Why wouldn’t you do this?! Not to mention that most of our PT clients only purchase a handful of sessions and then move on. Our SGT clients tend to sign monthly contracts that earn this same hourly rate month after month. Don’t miss out on that piece of the financial pie. 

  1. Do not pay your trainers per head, per session or a percentage. Pay your trainers a flat rate for their time; not for what they’re doing. This does several things for you. First of all, it keeps your employee costs predictable every month. Gym Owners are, as a whole, pretty bad with money. As soon as it comes in, we spend it. This way, there are no surprises when it comes to payroll and you know exactly how much is left over to cover any unexpected expenses. Secondly, it doesn’t matter if your trainer has one client or 30, your costs do not change. You can keep your coaches on a set schedule that is hourly so that no matter what they do, they make the same amount. This puts you in charge of your own gym, your own payroll, your trainers and your own money – not the other way around.
  2. Stop selling sessions! If there is only one thing that you take away from this blog, remember this: stop selling sessions and start selling results. Everyone is different and it takes a different amount of time to reach their goals. There is no way to say that someone can reach their goal in 5 sessions, 10 sessions, or more, especially since these session packages don’t usually expire. One client may come in 5 x week and spend the entire 10-session package by week two; another may come in twice one week and you won’t see their smiling face again for a month! Hence any results they may have expected or you may have promised are impossible to predict.

Additionally, most trainers are not very good sales people as they intrinsically want to help people and feel “bad” asking for money from the same clients time and again. Remove that obstacle and sell people into monthly memberships with x sessions per month instead of x sessions total. Sell them into the long-term results they will get from continuing with a program – lose body fat, increase self-confidence, feel great about themselves, or accomplish the impossible. This way, you’re only selling a client once and you will have recurring monthly EFTs.

Creating a successful and scalable marketing for fitness businesses is not an easy feat, but if investigate the opportunities I have outlined in this blog, you will be ahead of most of your competitors. Get started today!

Source URL: https://pfmarketingsolutions.com/2017/12/04/fitness-business-success/

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