how to market a gym business

Finding the right digital marketing strategy for your fitness club is essential in the digital age. There’s no one-size-fits-all solution in the fitness industry, and you may see that your target audience responds better to one method versus another. You might also find that your skillset better aligns with one gym marketing strategy versus another.

For example, analytical types gravitate toward more measurable channels, such as pay-per-click (PPC) marketing, local SEO, or search engine optimization (SEO).In contrast, more creative types gravitate towards social media marketing, content marketing, or a user-friendly website. Google Ads is another excellent, targeted approach to placing the right content in front of the right consumer at the right time.

Let’s explore eight excellent marketing strategies for gyms, fitness clubs, fitness centers, or health club and determine which option(s) are best for you and your brand as a gym owner.

Brand Awareness

First thing’s first, to grow your business online as a gym owner, generate leads, and land new customers, you must build brand awareness.

Brand awareness is a term that describes how familiar or aware consumers are with a brand or its products. It measures how memorable and recognizable a brand is to its target audience, i.e., new members and existing gym members with a gym membership. The greater the brand awareness, the more audiences will be familiar with your logo, messaging, and products.

Brand awareness is essential because it helps an audience understand, identify, and ultimately purchase your products and services or support your fitness brand in the case of new members. By building brand awareness with your target audience via a branding questionnaire, you can ensure your brand becomes top-of-mind when these consumers are ready to commit to a purchase.

Consider this further.

Because customers recognize your brand, they are more comfortable and more likely to buy from your business versus a competitor’s business with whom they are not familiar.

Brand awareness is the primary marketing funnel stage and a critical component of digital marketing and fitness marketing for fitness clubs. Creating brand awareness allows you to cast a wide net across your audience of possible consumers. You can funnel leads towards the decision-making processes and, ultimately, the buying process, turning potential customers into dedicated members.

Analyzing user behavior is an effective marketing strategy to understand your new and existing members, scan local search, and appeal to your target audience.

To build brand awareness, you must extend to all social media platforms on which those individuals spend their time. Test different marketing strategies, such as local SEO, local search, email marketing, generating social media posts, running a Facebook Ad, and video marketing. You may discover that specific marketing channels perform better than others.

Run a digital marketing campaign in collaboration with another well-established brand with your target market. This is an effective way to get in front of new audiences, make your mark, and offer potential customers a peek into your gym or health club.

Brand Loyalty

Brand loyalty is consumers’ favorable association with a particular product or brand. Customers who exhibit brand loyalty are devoted to a product or service, demonstrated by their repeat purchases despite competitors’ efforts to lure them away. In the case of gyms and health clubs, building brand awareness can raise client retention for memberships.

The retention of gym members is the primary concern of many gym and fitness club owners. Despite reaching membership targets and constantly adding new members from your community, club owners and investors always worry about retention.

The Association of Fitness Studios states that the retention rate amongst fitness studios is 75.9%. Thankfully, brand awareness and developing relationships help to combat the turnover rate. Higher engagement with members can reduce the risk of canceling, increase the consumer’s overall sense of satisfaction, keep them motivated, and inspire renewal.

Create a Blog

Another excellent market strategy for business owners in the fitness industry is to create a blog on their website. Research blogs and publications in the fitness industry to get you started. Search for industry keywords, such as fitness marketing strategies, fitness club, fitness marketing campaign, gym promotion ideas, social media marketing strategy, and other gym marketing ideas to get you started. Write new posts each week and promote them via email marketing and on your social media accounts.

By striving to become a thought-leader in your industry, expand your fitness services and fitness program through written education, and including topics of interest such as weight training, a personal training session, and advice from personal trainers, you’ll find that you organically generate higher user interest and become more reputable amongst your customers, past, present, and future.

PPC Advertising

When completing a Google search for ‘gyms near me,’ you’ll see a set of adverts at the top and ‘organic’ results at the bottom. The brands occupying the ad space at the top have ad spend on the search term.

The result is similar to SEO because the goal of any brand is to appear as high in the search results as possible. This is because users often only browse the first page or two of Google, so businesses that rank further down the list are lesser seen and lesser-known. PPC advertising requires an ongoing commitment and investment from brands.

That said, PPC is an excellent tool for getting your brand’s website in front of qualified leads quickly and using small budgets to test different website landing pages. Also, PPC is one of the fitness marketing strategies that are straightforward to track, so you can see where to invest your budget in the future.

That said, ongoing investment is required. Your website traffic will drop dramatically once you decide to stop spending on PPC advertising on search engines.

Create a YouTube Channel

YouTube has over 1.3 billion active users. Not to mention, it’s an excellent channel to continue to expand your gym marketing strategy, stand out from other fitness clubs, engage with potential customers, boost your results on search engines, and showcase your personal trainers on social media.

Its advertising is also highly intuitive—you only bid to advertise on video content rather than search results. Additionally, users are engaged and typically spend more time on YouTube than on other social media channels.

Creatitive is an excellent example of a brand that has expanded its reach to YouTube, as the creative content is tailored to fit a particular audience while communicating the company’s expertise. The brand maintains its authenticity, voice, personality, and tone while communicating various components of the BrandBuild™ process to the audience.YouTube is a cost-effective part of your overall marketing budget. It is free to start, helps evolve and elevate your content marketing, gets in front of your gym members’ eyes, and expands organically to other marketing channels and social media platforms.

Email Marketing

While relying on traditional email as a lead marketing channel may seem counter-intuitive, this couldn’t be further from the truth. In fact, if you dedicate time and resources to collecting email addresses, you can nurture them and convert them into leads and, ultimately, paying customers.

Each individual who submits an inquiry at the desk comes for a free trial, reads your blog, or submits a request for more information should be automatically placed on your email list. The vast majority of email marketing software lets you segment addresses and target specific audiences within your list.Email marketing is meant to add value to your audience and communicate the benefits of your products and services. Consider sharing value-based content such as training advice, nutrition plans, and equipment reviews as a gym or fitness center.

Social Media Marketing

Social media has taken the world by storm. Channels such as Facebook, Twitter, and Instagram spearheaded the new wave of communication. Social media has been successful at getting all consumers in one place daily. This has changed the way brands communicate with consumers, as social media is the place to be. And social media marketing is a critical component of a brand’s marketing strategy.

A social media manager is an excellent investment for brands lacking significant time but having resources and capital. They’re an experienced pro that knows how to leverage various platforms to build a solid presence for different companies. They optimize posts and use their experience to reach companies’ target audiences with every picture, add, and statement.

Brands today rely on a robust online presence to generate an audience and sales. Social media is essential to engage with the masses and an excellent way to showcase your brand, build brand awareness, and build a community. One way to accomplish this quickly, efficiently, and more effectively is to invest in influencer marketing.

Influencer Marketing

Before social media, brands sought to partner with the biggest names and celebrities to increase brand awareness and brand equity. Today, Instagram, Twitter, YouTube, and Facebook have produced a new category of fame—the social influencer. While these individuals often don’t possess any real talent, they have millions of loyal followers eager to see their next update.

The stellar news is that this approach to social media marketing is ideally suited to the fitness industry. In fact, health and fitness was the first industry to unlock the power of the influencer. And one mention of your gym or fitness club on Instagram or TikTok from the right influencer could be your ticket to stardom.

Host or Guest star on a Podcast

Another excellent marketing strategy for gyms is to host or guest star on a podcast, such as Creatitive’s Brand Power Analysis Podcast. Find a podcast with a good-sized audience interested in fitness and training, and sponsorship. This could be an excellent means to market your gym or fitness club to a vast audience beyond your local community. Podcasts are the perfect way to communicate with a diverse and vast audience worldwide despite the significant upfront costs.

Focus on SEO

Search engine optimization (SEO) may seem intimidating to some business owners, but it’s actually relatively simple to implement. Not to mention, it’s critical to a brand’s online exposure. SEO involves getting your content seen by search engines like Google and placed on search results pages.

A helpful strategy is to research keywords in your specific industry and content categories. These are the search terms your target audience is searching for brands like yours. When optimizing your online content for increased brand awareness, you’ll want to focus on incorporating these keywords into your content. Consider using tools like SEMrush and Moz Keyword Researcher to find the most critical keywords in your industry and amongst your competitors.

Local SEO

In today’s market, it’s not enough for local businesses to have just another average SEO strategy. Instead, you must tailor your SEO solutions and SEO tools to your local area.

Local SEO has existed for many years, but it faced limitations before the mainstream adoption of mobile smartphones. However, the current growth in mobile internet access has opened the door for local SEO to become a critical component of any brand.

Local SEO is a strategy that helps your business become more visible in local search results on Google. It builds a brand’s Google My Business account and enables local participants to see content, products, and services locationally relevant to them.

Finding the right digital marketing strategy for your fitness club is essential in the digital age. There’s no one-size-fits-all solution in the fitness industry, and you may see that your target audience responds better to one method versus another. You might also find that your skillset better aligns with one gym marketing strategy versus another.

By considering each of the eight excellent marketing strategies for gyms above, you can determine which option(s) are best for you and your brand as a gym owner.

Similar Posts