Digital Marketing Strategies for Fitness Brands
When it comes to crafting highly effective digital marketing campaigns, focusing on your specific niche and audience is always important. For each niche and each audience, several strategies can help you target your customers on a deeper level. When digital marketing is treated as a catch-all for every type of business, across every marketing, it becomes far harder to achieve this goal. Today, we take a closer look at the fitness industry, to show you how you can craft digital marketing strategies for this specific audience.
Digital Marketing for the Fitness Industry
Unlike the real estate industry or the pharmaceutical industry or even the events industry, the fitness industry has a very specific audience. Customers within this industry respond to very different campaigns and strategies. They have different needs, different pain points, and different goals. Understanding this market is essential to begin planning customised digital marketing strategies. The fitness industry comprises a wide range of businesses, from fitness centres and gyms to sportswear brands, martial arts centres, yoga centres, pilates, dance, running, and various other specific sports. Customers within this market are focused on health, fitness, weight-loss, and overall well-being. Trust plays a big role in this market along with positive marketing campaigns, visual campaigns, and results-driven campaigns. Some of the best digital marketing strategies to reach this market include the following:
Incentivise potential leads.
Incentives are essential for the majority of markets. The fitness market is no different, and if anything, this industry may require more incentive due to its highly competitive nature. Offering rewards and other incentives helps to build motivation. A good example of this is fitness titles such as martial arts belts, fitness levels, medals, competitions, and similar rewards.
For marketing campaigns, you could look at tiers and awards that entice customers to keep coming back. Offering smaller rewards and offers along the way will further help to build incentive. The aim is to encourage customers to return. Loyalty plays an important role in this type of strategy. A multi-tiered loyalty programme would be especially effective, rewarding high achievers.
Develop a solid content strategy.
Content plays an important role in fitness marketing. Fitness is not a one-time thing. Instead, it is an ongoing commitment to health and wellness. With that said, many people start with the right intention and lose momentum. They might join a gym for New Year’s as a resolution, for example, only to stop going after a while. They might start taking a fitness class, only to lose interest or find it too complicated or difficult.
A good content strategy will help people find motivation and build awareness consistently. You could offer tailored workout plans for those starting New Year’s resolutions or challenges for those taking fitness classes. Blog posts, downloadable challenges or plans, how-to videos, Facebook Live chats, Q and A sessions, emails that give tips and tricks, and other content-driven campaigns can all keep customers engaged.
Recognise your customers.
Achievements should always be recognised. Your customers want to feel like they are progressing in their fitness goals. A community is a great way to achieve this goal. You can also look at strategies such as monthly check-ins, member of the month or week, shared fitness journeys, shared victories and goals, user-generated tips and advice, and other strategies that allow customers to be seen and heard.
Facebook groups are always effective to achieve this strategy. Email newsletters and mobile marketing campaigns also work well. A staggered email campaign that shares fitness challenges, along with achievements from those partaking, would help customers to feel recognised, highlighting their progress. Adding incentives such as points or rewards will add even more value.
Encourage customer reviews.
Customer reviews play a vital role in every type of digital marketing campaign. Thanks to the huge number of fitness businesses out there, reviews are incredibly important for the fitness market. People are far more likely to choose a fitness provider according to real life reviews than claims from the fitness brand itself. Reviews can include third party reviews on platforms such as Yelp or Google as well as reviews on Facebook and your website.
Rather than removing negative reviews, respond carefully to show future customers that you listen even to negative comments. Focus on providing solutions to problems that arise and show that you are always transparent. This is the best way to build trust. You can also use positive reviews as testimonials, which help your marketing and help you build your reputation.
Offer discounts for groups.
Major customers in the fitness market like to workout with partners or friends. Motivation is far higher when there is someone to provide support. Offering coupons and other deals for groups or couples can, therefore, be a great way to encourage new customers.
You can use discount services, offer limited time promotions, reward referrals with discounts for new and current customers, develop sponsored social media campaigns, offer seasonal deals, and plan various other group discount campaigns.
Build a community.
Last, but not least, creating a community is an effective way to get the most from your fitness digital marketing campaigns. As we briefly mentioned above, there are many ways to achieve this step. Over and beyond social media groups, you can also drive physical communities by sponsoring local sporting events, encouraging local fitness groups for walking, running, hiking or other activities, schedule classes that take customers out of the gym to get out somewhere new, plan beach yoga sessions, plan events, and look at other strategies that help people connect.
The benefit of this, other than helping you create a community of like-minded people, is that people will promote your initiatives organically, talking about them on social media and encouraging others to join. This can be a great way to bring in new customers. It will also encourage customer retention, adding more value to your offering and making customers feel like they belong.
Once you have some idea on how to plan targeted campaigns for the fitness industry, it is essential to have the right tools in place to streamline your campaigns. A marketing automation platform such as Grapevine Interactive will simplify your campaigns, allowing you to create personalised digital marketing strategies that reach your audience effectively.