Evolution is a process in which change happens over time. An object begins as one thing, but over time changes into something else.
Typically, that evolutionary process is for the betterment of the object. It becomes stronger, more resilient, maybe even smarter. All of this helps the object exist much longer and healthier than if it never evolved in the first place.
The same is true when it comes to your health club marketing strategy. Your approach to marketing your club needs to evolve with the times so that you have a stronger online presence your club is more resilient through the lull in the long summer months. You also want to find smarter, more effective ways to market your club. It’s time to start thinking about what potential members want from you and not just what you want them to see.
Health Club Marketing 101
People are online searching for expert advice on topics such as how to lose weight, how to gain muscle, strength training exercises, how to prepare healthier meals, etc. Offer ebooks and blogs that directly answer their questions. Become an authoritative resource on everything related to health and fitness. You want your fitness club to be viewed as a thought leader in your community. Every week you should be posting new, original, remarkable content to your website to keep visitors coming back regularly. This is how you increase the traffic to your website.
Who are you trying to attract? What kind of people do you want to join your club? You cannot write remarkable content for potential members if you don’t know who they are. Marketing your fitness club to millennials is far different than marketing to affluent seniors, which is different than marketing to stay-at-home moms. All three groups have different needs, interests, and abilities. Knowing your buyer persona makes all the difference.
Most gyms have multiple buyer personas. You should be publishing articles for all of your buyer personas regularly. For example, if a large group of your member base is comprised of body builders and the majority of the images and content on your website relates to specifically to them, you’ll have a tough time getting anyone else to join your club. Know your buyer persona and publish content that they would be interested in.
Believe it or not, another critical component of your health club marketing is your website. Is your website due for an update? Is every page on your website optimized for search engines? Are the pages easy for potential members to navigate easily? If not, they will click off of your website and go elsewhere. Is your website updated with all of your club’s amenities such as group fitness classes, photos of your club and testimonials from current members who’ve been successfully achieving their fitness goals,
Your website is a lot less about how you’d like the site to look and a lot more about how visitors, prospective members, feel about it. There are a lot of amazing things happening with website designs these days. If your site looks antiquated, cluttered and too difficult to navigate, you’ll find your traffic diminishing as people are attracted to websites that provide a better experience for them.
It’s important to remember that the vast majority of people are more likely to join your club after you’ve answered their questions and offered solutions to their problems. Focus on what they want and deliver an enjoyable and informative experience for your visitors. That is effective health club marketing! Then, once they’re ready to join a gym, yours will be the first one they think of.