Raising the bar.
One brand at a time.
The health and fitness industry boasts some of the best and worst marketing online.
How’s yours shaping up?
Beauty will only get you so far.
Whether you’re a budget gym or the latest fit-tech platform, your customers are better informed than ever before. They do not want to make a decision (or even speak with a sales person) until they have gathered and researched all the relevant information.
So the question is this - will they find that detail in a comprehensive and intuitive format across your website, or will you force them to look elsewhere?
If your audience is actively looking for the stuff you sell, the search engines are a priority channel.
This is true for any brand with a physical site (gyms, studios, etc), as Google is the first place they’ll go to find a local provider. But it’s also true for e-commerce nutrition brands with thousands of product pages, each with the potential to rank for a specific search query.
The bottom line - if you want to capture existing demand then you need to own search.
Email may not have the glamour of TikTok, but make no mistake - it’s followers for vanity, subscribers for sanity.
No matter how important social has become for growing brand and engaging and educating your audience before they become “in market”, when it comes to driving revenue from existing customers, your email list is your #1 asset.
Not all leads are created equally. There may be a constant stream of students looking to trial your gym or buy your discounted protein bundle, but that does not mean it’s a sale you should be chasing. Meanwhile, there may be another audience (perhaps smaller or less easy to access) that, once brought into your community, will not only stay for the long haul, but bring their friends along with them.
In fact we’ve seen instances where Persona A has been worth over 50 times the profit value than Persona B (the audience previously prioritised). And by getting a grip of these numbers, their channel activity (particularly paid ads) has become an order of magnitude more scalable!
Email is one of the most important marketing channels, other than your website, it’s the only digital asset you truly own. There are all sorts of techniques you can employ, but here are some of the most common:
– Sell bundles – people love buying bundles as you are solving an entire problem rather than merely selling a product.
– Promotions exclusively for email recipients – selling via your email list is considerably cheaper than via advertising or affiliate marketing, so you can afford to offer some special deals to your list.
– Send out reminders and birthday treats – you will know when a customer is running out of your products, so it makes sense to send a simple email reminding them to stock up. Another technique is sending out discounts on customers’ birthdays to personalise your service to them.
Affiliate marketing is big business in the supplements and nutrition markets. It’s an incredible way of generating additional spikes of highly converting traffic, and many businesses have been built on it.
However, the challenge comes when you open up your affiliate programmes to the really large networks, particularly if you don’t have a lot of margin to play with. It’s easy to find yourself in a race to the bottom, sacrificing profit for volume until all you’ve succeeded in doing is irreversibly cheapening the brand.
Affiliate programs can be really powerful, but just ensure it’s not at the expense of your brand and content activity.
Social media has become THE priority channel for fitness brands.
And not without good reason – your audience is spending hours of their day on these channels and that’s where they want to be engage. The problem is, the noise has become deafening.
If you’re going to have any hope of cutting through, your brand is going to have to do a few things:
It is a huge challenge to cut through the noise and communicate a message that actually resonates with your intended audience.
There is no exact formula to achieving this but there are some common themes across almost all of the brands that do succeed:
– Build a loyal tribe – Focus on the 1% of customers. This committed group will support you in the early stages, validate your business model and attract further investment.
– Streamline onboarding – Reducing its time increases the completion rate, leading to higher conversion rates. Remember that onboarding extends beyond sign-up.
– Prioritise engagement and retention – By maximising daily user engagement through product experience and direct communications, you can achieve viral growth as the retention and referral rate outweighs the attrition rate.
Frequently Asked Questions about our SEO Services for B2B Organisations
You can track key performance indicators (KPIs) such as website traffic, conversion rates, email open rates, social media engagement, and customer retention to measure the effectiveness of your strategies. Analysing these metrics will help you to optimise your campaigns and achieve better results.
Social media is a powerful tool for building brand awareness, engaging with customers, and fostering a loyal community. By sharing compelling content and engaging with your audience, you can enhance brand reach and maintain a positive brand image.
Fitness brands should use content marketing to share informative and engaging content related to health, fitness, nutrition, and workout tips. This can be in the form of blog articles, workout videos, healthy recipes, social media posts, and email newsletters.
Affiliate marketing is when individuals promote your brand’s products or services and earn a commission on each sale made through their affiliate link. Influencer marketing involves collaborating with influencers or content creators to promote your brand through sponsored content, reviews, or endorsements, typically without direct commission.
Fitness brands can partner with fitness influencers and content creators who have a significant following and influence within the industry. Influencers are an excellent way to promote your brand’s products and services as they will have a highly engaged and relevant audience.
Our blog provides valuable insights into the world of marketing across multiple sectors. Your go-to resource for success in the digital landscape.
Contact us today for a free consultation to drive change and grow your market share.
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