MARKETING STRATEGIES PROVEN TO INCREASE MEMBERSHIP FOR FITNESS CLUBS IN 2020
Since 2000, fitness club memberships have almost doubled according to Statista. In 2017, a total of more than 200 thousand fitness & health clubs were in operation worldwide, of which about 38.5 thousand are located in the United States. These clubs in the U.S. had about 55 million members.
Despite increased membership, most fitness clubs struggle to find new members. With so many fitness clubs in operation, the competition for membership is intense. But how do you get ahead of your competition? How can you stand out?
Digital Marketing is the Answer!
Digital Marketing is a must for Fitness Clubs to get members. But you can't just use any Digital Marketing. You must have a Digital Marketing Strategy to bring membersdown the marketing funnel, directly to your club. And because other clubs are starting to use Digital Marketing, your club has to have the best Digital Marketing Strategy.
How to Market a Fitness club in 2020
No more can a fitness clubjust put an ad in the yellow pages, pop up a billboard or have a simple tv commercial. Digital Marketing must be part of the plan.
Most consumers now turn to the internet when they need a product or service. They spend at least 9-11 hours online a day.
The internet gives them the opportunity to see references, reviews and to research any service they need. Then they compare the information they find on the internet to choose the top service. 97% of your potential members are looking for you online. Digital Marketing is not only about getting you found, it is about directing potential members right to your door.
So how do you accomplish this?
1. Advanced Website Design for 2020
2. Content Marketing
3. Search Engine Optimization - iMetaDexTM
4. Voice Search Integration
5. Social Media Marketing
6. Email Campaign
8. Mobile App
9. Reputation Management- Reviews
10. 24/7 Client Service /Sales Rep with Chat Bots/AI
11. Learn from your Competition
12. YouTube and Website Videos
We have created the following guide, "Fitness Club Digital Marketing Success Strategies for 2020,"to help you every step of the way on your Digital Marketing Journey
Fitness Club Digital Marketing Success Strategies for 2020
1. ADVANCED WEBSITE DESIGN FOR 2020
2020 is the Year of Simplicity, Creative Imagery and Visual Interest.
75% of members say website design is their number one criterion for determining the credibility of a fitness club and within 0.5 seconds, they have already formed and opinion. For fitness clubs, your website design must be tailored to visually convey professionalism, originality, trust and approachability. From the placement of items to the colors, photos and fonts, everyaspect must be analyzed and integrated into your website. On top of this, it is important you stay on top of the curve concerning evolving Digital Marketing trends.
2020 is the Year of Simplicity, Creative Imagery and Visual Interest
Easy to read, bolded, oversized lettering conveys your fitness club's message in a simple and attention-grabbing manner. We all want to put as much information on our website as possible. However, we need to first grab the attention of the viewer. A simple message highlighted in oversized letters can grab this attention.
Websites have traditionally been created within set gridlines. These gridlines were set to create an organized, standard template. The trend now is to go outside these lines. It is a simple way to visually grab attention and show creativity. When a member is accustomed to seeing websites designed within gridlines, asymmetric layouts are sure to stand out.
Split screen content works well with oversized lettering. Split content allows for two of your fitness club's messages to be displayed at once. As noted above, it is important to make the messages simple and visually appealing. This is a great way to grab attention.
3D Design/ Parallax Web Design
We all want our websites to be visually appealing. Your fitness club's website must make a great first impression. 3D Design brings in the technology used regularly in advanced video games. 3D Design is closer to real life and has shown to be appreciated and more attention-grabbing than regular images. Parallax Web Design, also from video game technology, creates a 3D effect while scrolling through the website. It can help immerse the user into your website.
Animation, Background Video and Custom Images
Animation and background videos can capture a member's attention immediately. Moving images can convey a message quickly without the viewer having to read content. Custom Images are amazing branding and awareness tools. Like a logo, a custom image will always be associated with your club.
Voice User Interface
It seems like Voice Use Interface is everywhere. Voice assistants can do everything from answering the most complex question to turning on the lights. We are getting increasingly used to having this function. It can make things so much easier. Integrating this technology into your website can give you a distinct advantage over your competitors. From navigating your website to asking questions, VUI can make this easier for your members.
These are all cutting-edge design trends that can be considered. For the moment, have a person not in the fitness industry, look at your website. Do they look interested? Are they easily clicking through the site? If not, then you may have to consider a website redesign or refresher.
2. CONTENT MARKETING
Effective content is a mixture of powerful information and creativity. It is like painting the colors onto a black and white picture.
There are many different marketing strategies that are used to help increase sales and grow your fitness club overall. Having effective content blends in with all those marketing strategies and creates something more powerful.
CONTENT IS KEY
A. CREATE AN EYE-CATCHING HEADLINE
The headline is the first thing that your audience will see. Your headline should be able to tell your members what your content is about before going through the details.
B. LEARN ABOUT YOUR AUDIENCE
The best way to write effective content is to know your audience and their interests. Knowing your audience can help create content that will peak interests and result in potential leads for your fitness club.
Experimenting with your content will help you understand what type of content is more effective. Based on experimenting and observation you will know what type of strategies you need to use for your content.
D. FOCUS ON ONE GOAL
When creating content, make sure you focus on one topic to give a clear and concise message to your members about your fitness club and your goal. Let your members know what your club can do for them. If a member reads your content and does not understand your product or services, they will neither want to know more about your club nor share it with others. It is important to have a clear message in your content to make it effective.
Optimizing your content will not only raise your club in the search results, it will help target a qualified audience. This will result in an increase in your new members. Optimizing your content can make it more powerful and your visibility can become greater than your competitors. Content Optimization is the key to growing your fitness club effectively.
Staying on top of emerging trends can also help. For information on How to Get Noticed Online in 2020, Click Here
3.SEARCH ENGINE OPTIMIZATION- iMetaDexTM
Everything nowadays is done digitally. From planning special events and sharing videos of your firstborn, to talking with your friends, family and coworkers, we are all connected by one thing: The Internet. This makes marketing done on the internet, Digital Marketing, the most important way to advertise your fitness club.
Because of the surge to market businesses online, Search Engine Optimization or SEO has been developed in order to help any company gain visibility.
SEO can be quite confusing, but we have compiled a simplified version of Search Engine Optimization basics.
Search Engine Optimization
What exactly is SEO?
When consumers need anything these days, they pull out their smartphones or turn on their computers and find what they need with a click. When they type something into their computer, phone or tablet's search bar, endless choices appear. When those who are searching for fitness clubs search on Google, you need to be on the first page of results. This is incredibly important to building your member base since 55% of all clicks go to one of the first three organic search results.So how do you get to the top?
Any process you complete that attempts to build your rankings on a search engine, falls under the realm of SEO. This can be anything from incorporating keywords into your website pages, link-building, or even promoting your fitness club on social media.
How does a search engine work?
In the world of search engines, Google is king. In their search results, Google uses an algorithm in order to rank websites by their authority and relevancy. It is important to note that a website's authority is measured by analyzing their number of quality links and relevancy or how their content is related to what they are trying to promote.
How can I make my website rank higher in Google?
One of the best ways to improve both the relevancy and authority of a website is to link to other websites and social media accounts. The idea behind this is if a quality website is linked to yours, Google will boost your place in its search results. However, it is important not to confuse quality with quantity, as one valuable website can provide just as much "link juice" in Google's algorithm than 20 from lower rated websites. But the Key for your Fitness Club's Digital Marketing Success is using MetaSense Marketing's iMetaDexTM.
How does social media help?
One of the best Search Engine Optimization techniques is to invest time in promoting your social media accounts at all times. This is because they are incredibly helpful for boosting a brand's image. When working properly, social media can help acquire members and build website traffic. In fact, 74% of brand marketers saw an increase in website traffic after investing only six hours per week in social media. All of this helps your fitness club rank higher. So, for the health of your fitness club, don't forget those Facebook, Instagram, Snap Chat, LinkedIn and Twitter accounts!
SEO and iMetaDexTM is the Key to a Fitness club's Online Success
Search Engine Optimization (SEO) is significant for fitness clubs with an online presence. Different strategies must be developed to help grow your fitness club. And with the rise of the countless online businesses in the world today, the need for SEO is immense!
What is iMetaDexTM?
iMetaDexTM is a patent-pending tool developed by MetaSense Marketing with the purpose of skyrocketing our clients' online presence. iMetaDexTM is an SEO tool that was specifically designed for the web optimization of sites and has multiple components. iMetaDexTM is a blend of coding and creative content which makes it a powerful tool.
There are three diverse SEO channels which are iMetaDexTM coding, creative content, and backlinks. These three ingredients create the powerful tool known as the iMetaDexTM. This tool was based off Google's indexing system.
The web optimization process starts with MetaSense Marketing creating a new article, web page, or blog which will highlight your fitness club, services and products. We develop creative and attention-grabbing ways to make the content of your article, blog or web page interesting and searchable. We can show the message you are trying to convey to your members, but stronger.
The next step to the web optimization process is, the iMetaDexTM coding. The purpose of iMetaDexTM coding is to speed up the process of search engines having your fitness club's site indexed. Also, it displays your listing at a higher ranking in the search results. iMetaDexTM is a markup language. The markup language is combined into your site. Either the J-SON or the HTML markup will be merged with the site effortlessly. After merging the website and the code, a third-party organization then analyzes the combination.
Finally, the last part of the web optimization process is backlinks. Backlinks are effective when building up a website's popularity. Adding backlinks to a fitness club's site is an effective strategy to increase the amount of search traffic on their website. The more the site becomes popular the more the information about the fitness club will be trusted.
More SEO for Fitness Clubs
One part of local SEO for your Fitness club that also needs to be addressed is finding relevant online directories and claiming your listing. Click here for Best local SEO citations sources for fitness clubs. Assure you are on the lists correctly and that all your information is complete and up to date. Link these lists to your website and your website to these lists. By cross referencing the two, your ranking can increase, and searchers will find you more easily.
4.VOICE SEARCH INTEGRATION
What is Voice Search?
Voice Search is a technology that is growing and becoming common in today's technology-obsessed world.
You can search for anything on the internet by just using your voice. Voice Search uses speech-recognition technology, a natural language processing. Speech-recognition technology has provided a way for humans and technology to communicate withoutusing a keyboard. Communicating with wordsand knowing the meanings is a natural trait that we humans have. And, to be able to communicate with technology is amazing! This technology is advancing rapidly and must be considered when developing your marketing strategy!
How Does Voice Search Work?
As a human speaks, the words are analyzed by Voice Search.Based on all the word in a phrase, it is now able to figure out the meaning of the word (s).
After it establishes the meaning of the word, it then proceeds to search those words on the internet giving you results related to the words and phrases you have spoken. All this happens without touching the keyboard.
A human brain can recognize and interpret the meanings of words at a very fast rate. Voice Search has advanced to quickly recognize questions, to find the information and respond. Because of this, it is being used on many devices. This speech-recognition technology opens new doors and opportunities for businesses and people.This technology must be considered when developing your fitness club's marketing strategy.
Where is Voice Search Being Used?
Android devices now have a Voice Assistant called Bixby.
- Bixby helps search information.
- Learns to individually identify different voices.
- It adapts to your voice.
Apple has a voice search called Siri.
- Siri has natural language processing
- Speech recognition
- Google Voice Search
- Uses speech recognition to find information on the internet.
And, of course, Alexa
- Uses speech recognition to find information on the internet in the comfort of your home.
- Uses AI to customize and make suggestions to Voice Searches
How Voice Search Effects Your Fitness Club
When a member searches for a fitness club using voice search, will your fitness club come up? When typing in a question into a search engine, there is a specific algorithm that is used to rate your fitness club. Keywords that correspond to the typed questions along with SEO will determine where you rate. Most businesses develop their marketing strategies with this in mind. However, with Voice Search, fitness clubs must figure out how to be found in a different way. Voice search not only responds to keywords, it uses phrasing and, in many instances, Artificial Intelligence (AI.) Voice Search will use AI to learn your preferences and respond based on these.
Because Voice Search searches in a different way, your Marketing Strategy must use a different algorithm to be found. Finding a Digital Marketing Company that understands and can implement both standard and Voice Search SEO will help your fitness club to rank high.
5.SOCIAL MEDIA MARKETING
The Benefits of Social Media Marketing for Your Fitness Club
In our generation today, the internet is bustling with many current trends. One of the most widely used platforms online is social media. There are many social media platforms that millions of individuals are using daily. It is so popular that for many individuals, that is the first thing they go to when they wake up and the last thing they check before they sleep.
These social media platforms can be accessed by multiple devices that have a connection to the internet. These include cellphones, tablets, computers, and more. Some popular social media pages that exist today are Facebook, Instagram, Snapchat, Twitter, LinkedIn and Pinterest.
Take Facebook for example. 95% of millennials expect brands to have a Facebook presence and 87% of Gen X'ers think brands should have a Facebook page.
Knowing that you have so many users on a certain platform is a huge advantage to many online businesses, big or small. The use of Social Media Marketing has increased at an immense rate because of the many advantages it has to offer. Social Media Marketing should be taken to account when trying to grow a fitness club. What are the advantages that we can get from social media marketing?
The Advantages of Social Media Marketing
- Creating a public social media page for your fitness club can attract many viewers and create brand awareness. A member can notify their friends or family about your club.
- You can directly send messages and links to other social media users and increase traffic on your site in this way.
- You can build long-distance relationships with members and other talented digital marketers out there. It is a great place to build on your success network and your members.
- Increases your website's visibility.
- Give exceptional service by talking one-on-one with your members on social media. This will help you build a loyal member base.
6. EMAIL CAMPAIGN
15 Consistent and Effective Ways
Email Marketing Can Help Grow Your Fitness club
Email Marketing has been around for a long time and some question its effectiveness. Yet, I am here today to let you know that email marketing for fitness clubs has, on average, a 4,4% return on investment (ROI), making it a highly effective way to generate and close more leads. 92% of U.S. adults use email, and 70% on average have used a coupon or discount from a marketing email in the past seven days. It is one of the most cost-effective forms of fitness club advertising there is.
Email marketing is alive and well!
Email marketing is here to help your club grow!
Email marketing is here for you, now!
Let's look at the benefits of Email:
Never in history has it been easier to get in front of people.
Never has it been easier to get them to see you and to see your fitness club.
All this can be done from the comfort of your office.
You can address 1000's with a single email message.
Your club can be everywhere.
2. It Builds Credibility
You can educate people and share what you are doing and what you know.
You can share everything with your members and prospects.
Email marketing can show you as the fitnessexpert in the mind of your prospect or member.
3. It Gets People to Take Action
It can create a "Call to Action."
You can get people to actimmediately.
With a simple click they can access your club's services.
That simple click will give you a wealth of information on them and their habits.
This information can then be used to create even more members.
4. Builds Your Brand
Building a fitness club's brand can be very expensive.
It costs millions for a Superbowl ad.
Print is very expense.
Direct mail is costly.
With both these, you are very limited geographically.
But the amazing thing, with email, you can reach thousands and more, at a low cost. And with Email, you have unlimited access to so many potential members.
5. Increases Sales
Plain and simple, you can increase your member base using email.
I do not recommend that every email be a pitch.
But look at the opportunities email gives you to:
There are so many ways to put some sales copy into your email without causing it to look like a pitch.
Build your relationships and then sell.
It is amazing!
There you have the first five.
I hope they have gotten you excited about what you can do with email.
I have 10 more of these for you.
Just click here to get access to the entire list.
7.PAY PER CLICK
iMetaDexTM - Increasing your PPC Results
Are You Getting the Inbound Traffic You Expect from Your Pay-Per-Click (PPC) Program?
Is Your Cost-Per-Lead Going Down?
Are Your Leads Per Day Going Up?
If you did not answer a very loud "Yes!" to all 3 of these questions, then please read on.
PPC is a very complex process and many people are not getting the satisfactory results they could or should be getting.
PPC keywords for fitness clubs are expensive, with an average click costing over $10. It is imperative to keep the costs down while increasing the effectiveness of your PPC strategy.
PPC is in a field by itself. Many times, we as business leaders, try to take people without the right training and make them responsible for PPC. This is and can be a huge mistake. To get the maximum ROI on your PPC investment, you need to have people with the best skills available running your program.
Some of the things that could be happening to you include:
1) Spending too much money on keywords.
2) Buying keywords you think should work, but they might just be the wrong key words. Or perhaps you are buying them at the wrong time in the cycle.
3) You might not understand how to handle negative keywords?
4) You might not understand poor preforming keywords.
5) You might not understand the bidding process on keywords or how to make them work for you.
6) You could be getting too many clicks from those who could never buy.
7) You might just be getting what are called "False Positives."
8) And still other times you may not understand how to maximize your results and make PPC work for you.
MetaSense Marketing's patent-pending process, iMetaDexTM, will help you focus on the highest and best preforming keywords needed to increase your inbound leads.
PPC is a super tool that, when used correctly, can generate some amazing leads for your fitness club. It can help you to generate qualified inbound leads for your team. It can help you to build your fitness club and increase your ROI.
When used incorrectly PPC can cost you a small fortune.
We at MetaSense Marketing have a history of getting our members better results with higher ROIs. We can do this because our team of experts knows how to work PPC and SEO and because we have the best tool in the business, iMetaDexTM.
iMetaDexTM is a patent-pending tool developed by MetaSense Marketing's founder Dr. JatinV.Mehta and his team to help you get better results from you SEO and PPC investment. iMetaDexTM means more inbound traffic and more qualified leads for your team - increasing your member base.
MetaSense Marketing brings its proprietary, cutting edge iMetaDexTM coding to the SEO and PPC process and combines it with creative and engaging content relevant to the fitnessindustry.
Start today to get better results from your SEO & PPC investment.
Start today generating more inbound traffic and qualified leads.
Start today down the road to answering those 3 questions we ask at the beginning of this article with a resounding, loud YES!
Are you getting the inbound traffic you expect from your PPC program? YES!
Is your cost-per-lead going down? YES!
Are your leads per day going up? YES!
To learn more about iMetaDexTM, click here.
Most of us have some apps on our phone.
We might have Pandora to help us find and listen to music.
We could have Kindle so we can read books.
We might have Fitbit so we can track our health.
But apps are going crazy and today there is even more.
I have an app from my favorite places to eat. I have an app from my favorite theater. I have an app from the stores I shop.
Apps are growing exponentially, and you need to think about how an app just might be the right solution for your sales and marketing process.
But how can Apps help you?
Let's look at 3 simple ways to start with today.
1) Once someone downloads your app, it is on their menu screen.
2) Your icon shows up when they look at their phone.
3) They click on it to see your information and fitness club services.
The members are close to your fitness club and they click on your app to see if there is anything they need or want.
1) Any special services?
2) Any special events?
3) Can they save some money?
4) You are top-of-mind with them.
Totally Direct Marketing
Only people who are interested in your fitness club download your app. Only those who are interested keep the app. So, once you are in, it is imperative to give them the information they want.
You can be in front of them with something different every time they open the app.
You can ask them questions and they will usually answer.
These are people who like your fitness club.
These are the people who use what you offer.
They are open to new offerings..
They can be turned into members, enthusiasticmembers and/or influencingmembers.
Increase Member Engagement
When you send them a message, they get a little number in the corner of the icon to indicate they have a message. And you know how we must see what is going on? You know what services they have used in the past and thus you can put together some custom offerings going forward.
1) You can ask questions.
2) You can create contests.
3) You can have limited specials.
4) They can communicate directly with you, good or bad.
5) They can request services.
6) They can request additional services.
7) They can...The sky is the limit.
Do you have that successful app built for your fitness club yet?
What is holding you back?
We have some great standard apps available for you right now.
Stop holding back.
Any way you look at it, an app for your fitness club could be a key to increasing sales and growing your organization.
9.REPUTATION MANAGEMENT- REVIEWS
With Social Media and with everyone on the internet, your reputation and reviews are more important than ever. According to Inc. Magazine's The Secret Ratio That Proves Why Member Reviews Are So Important,"1. A member who has a negative experience is highly likely to share that experience by leaving a bad review. 2. A member who has a positive experience, on the other hand, is unlikely to leave a good review. In my experience, only one in 10 happy members leaves a good review."
90% of consumers read online reviews before visiting a business
88% of consumers trust online reviews as much as a personal recommendation
72% of consumers say that positive reviews make them trust a local fitness club more
10% of website traffic value is attributed to online reviews
90% of consumers say that their purchases are influenced by online reviews
Product page visitors who read reviews, convert at a 58% higher rate
Reviews and comments on Social Media can make or break a fitness club. This is why reputation management is so important. You need to consistently monitor every platform. You must respond to every comment and review. Your fitness club's brand depends on this.
Your members are your most important source of feedback. It is important to use this feedback to improve your fitness club. Using the comments and reviews in your social media and email campaigns is a way to turn every comment, good or bad, into a marketing opportunity.
"Our fitness club continues to get great member reviews and we are dedicated to serving every member with the personized care they deserve."
"Our members have expressed concern and we have developed a new approach to ensure that we serve every member with the personalized care they deserve. We hear you."
Your Fitness club has to listen to all member feedback and not only incorporate these into your fitness club strategy, you need to use it in your Digital Marketing Strategy.
10. 24/7 MEMBER SERVICE /SALES REP WITH CHAT BOTS/AI
For exceptional Member Service, first you need to address your website speed.
Is your fitness club's website fast enough?
It needs to be to be fast to not only survive but succeed. The average recommended website load time is three seconds. This average speed is now barely acceptable. Members want instantaneous results. This must be the goal.
Website speed affects your bottom line!
We all are members. Although new technologies have increased the speed of which we do most everything, we still want faster. Who do you want as a member? Understanding the expectations of your members is imperative to your success. Fast is good. Faster is better. Any delays in loading your website or accessing a link will cause frustration and the member will move on.
Your fitness club invests in SEO, PPC and Web Design. But it means nothing unless it is fast enough to keep that member engaged.
There are many things that will affect your website speed and if you don't address them, all your digital marketing efforts can be nullified.
40% OF MEMBERS WILL LEAVE YOUR SITE
IF IT DOESN'T LOAD IN 3 SECONDS OR LESS
Most members use the internet to find local fitness clubs. In 2019, almost 2 billion members bought goods and services online. And in 2020 that number will rise substantially according to Statista.
Your fitness club needs to not only attract those members, but to keep them engaged. And it only takes 3 Seconds to lose their interest and their business.
So many technologies and business practices have adapted to our human behavior of "need for instant gratification." At the grocery store, there are now self-checkouts. And to go one step further, you can order everything online and simply pick it up or have it delivered in under 2 hours. ATMs learn our preferences and have "Quick-Cash" options. Even bloggers highlight keyword so the reader can just skim through the article and get the basic information.
"I Want it NOW!"
It is expected and no different with loading websites and clicking on links. According to the Financial Times, delayed page speed diminished the number of articles users read on the site as well as the advertiser revenue.
Measuring the Effects of Speed
Google developed a way to calculate how much revenue your slow website speed is stealing from you. Google's Test My Site, ”feature under“ Think with Google,” can measure how your website speed effects your bottom line with one click. It will show how increasing your speed to 3 seconds or under will increase your revenue.
Website Speed- What it Affects
Slow Website Fixes - Googles indexing won't recognize your site or page if it does not load in time.
Social Media Shares - You may develop a fantastic social media campaign that links back to your website. Again, if there is a delay in loading your website, people disengage.
Voice Search - Using Bixby, Alexa or Siri, we want immediate answers. If you site is slow, Voice Search will not include you in the results.
Basically, your website speed will determine if your website is found and if the member stays. Both are critical to increasing your revenues
Slow Website Causes and Fixes
Most web page load time is spent downloading the different coded aspects of the page.Images, plugins, style sheets, scripts, etc. can add loading time.
Slow Website Causes
- Compression isn't enabled
- Slow server response time
- Too many redirects
- No cached resources
- Too many resources
- Images aren't optimized
- CSS isn't optimized
- Visible content isn't prioritized
- Using the synchronous version of a script
- Too many plugins
- The viewport isn't configured, and content isn't sized to the viewport
- Too-small font sizes
- Typography isn't SERP-friendly
Slow Website Fixes
There are many tools to help you fix your website speed. First you can use Google Page Speed Calculator, one of many calculators available online, to determine the exact speed of your website. Then you can address the other issues like compressing images using Photoshop - Image Resizing. You then can address technical issues with something like CloudFlare.
Although there are many tools available, understanding which will work best and then using these tools takes time and a lot of Digital Marketing knowhow. A professional Digital Marketing company with expertise in Website Design and Loading speed can handle every one of these issues and help your fitness club succeed.
To check your website’s speed go to: Google’s PageSpeed Insights. A red result means you need to address this major problem immediately.Contact us and we can help increase your website speed within hours.
Next, for timelyMemberService, we need to make sure you are where your members are. A majority of the time, those seeking services, are on their phone. More than 63% of searches in the U.S. now happen on smartphones or tablets. If not configured properly, your fitness club's potential members will get frustrated and move on. In order to avoid this, your website must be created properly. But creating a responsive and adaptive website that will attract visitors takes time. There is a detailed process to building your website, layer by layer, to work on desktops, laptops, tablets and smartphones.
You must be sure your website is mobile-friendly, or in the digital marketing world, "responsive." But you can go further.
Responsive and Adaptive Web Design: What's the Difference? Which is Better?
Social media sites and blogs now reach over 80% of Internet users and account for over 33% of all time spent online. However, the type of web design that those sites sport can determine how well they perform with users.
Two of the most prominent web design strategies include responsive web design and adaptive web design. Despite their prominence, it can be difficult to determine the differences, and which may be best for your Digital Marketing strategy. Here is a little bit more information to help you determine which of these strategies could work best for your club.
Responsive Web Design
A responsive web design company is one that creates websites that can stretch and rearrange themselves based on the width of the browser rendering the site. In the past, websites could determine whether a user was on a PC or a smartphone and bring up the corresponding website. Responsive designs are a result of devices like tablets coming onto the market, where a design somewhere between PC and mobile is needed.
Adaptive Web Design
Adaptive web design puts together the concepts of responsive design and a process called progressive enhancement. Progressive enhancement simply involves selectively adding in components on a website based on the user's capabilities. Combined with the functions of responsive web design, an adaptive design is created. This design allows things like multi-touch, geo-location, and native smartphone integration to be put into a website's design and for the best user experience to be created.
Things to Take into Consideration
Despite the merits of each of these web design services, there are a few things you should take into consideration before you pick one over the other. Responsive web design can suffer in the speed department, and often requires more in the area of coding to ensure that the site fits every medium through which it's accessed. However, the adaptive design requires more focus on sitewide functionality, which also means more attention to detail..
In the end, the deciding factor is what type of work you're willing to put into your website. However, the more information you have about each type of web design, the better off you'll be deciding one way or the other.
Next, for 24/7 Member Service, we need to examine Chatbots.
It seems like everyone wants to include Chatbots into their businesses. Chatbots are an Artificial Intelligence system (AI) that can mimic a human-to-human conversation and can help increase your member service time.
You can interact with a chatbot using text or voice. Chatbots can perform tasks such as answering member questions, making service recommendations, placing an order or checking the weather. Chatbots specialize in analyzing a member's behaviors and interests and provide recommended options for the member. This is why many businesses are raging about chatbots. They are an amazing and effective tool that could be incorporated for many businesses. It is like an employee that works 24 hours a day, seven days a week for free. Chatbots make things much easier for workers. Despite all the benefits a chatbot has to offer, it still wouldn't be enough to replace a human completely.
A major reason for Chatbots being utilized by businesses is that they don't want to create and rely on an app. There are a lot of downsides to having an app. Creating the perfect app requires a lot of time and money. After getting the app that you wanted, you now must convince members to download the app. Persuading members to download an app is not easy and some members may quickly uninstall the app because of lack of space on their device. Chatbots are a great solution. Not only are they affordable, the member does not have to download anything. The Chatbot is in the website. Chatbots make it very easy for members to get to what they want and have answers to any questions right away. Chatbots will help your fitness club in many ways.
Technology has taken a few steps further up the mountain with Chatbots creating different solutions for businesses. They are a desired technology because of the many benefits they have to offer. Overall, Chatbots are a powerful tool that will be used for member satisfaction.
11. LEARN FROM YOUR COMPETITION
When it comes to having your fitness club online, there is always intense competition. There can be competitors that are higher than you in the search results, or those who are constantly improving and getting closer to reaching the top. It's a race where the winner gets their fitness club's website to the top of the search results where they will be most visible.
Being at or near the top of the search results gives members the impression of a popular and trustworthy website and fitness club.
When searching for a product or service on Google, the most popular fitness club's websites are always at the top. There is a very high chance that a member will click on the first or second site in the search result, which for online marketing, is the ultimate goal.
HOW DO YOU COMPARE WITH YOUR COMPETITORS?
Among the many ways to compare your online marketing with competitors, is through researching them to see what makes them better/worse. Knowing what you're up against is important information if you want to improve your own online marketing. Some important things to research about your competitors are:
How does their Website look?
Is it easy to navigate?
Is there an immediate "Call to Action?"
Is their audience on social media platforms growing?
Are your competitor's response times fast?
How often do your competitors post online and when do they create posts?
Are they utilizing Virtual Assistant shopping/member service?
What keywords are your competitors using?
USE RESEARCH TO IMPROVE YOUR ONLINE MARKETING
By doing the right research on your competitors, you can develop effective strategies that can improve your online marketing and determine what not to do if you see poor results and what to utilize if you see great results for your competitor. Additionally, opportunities to create something completely different originate only after seeing what others around you are doing.
Researching your competition / Using what works / Avoiding what has failed /Creating new approaches
These are the steps to build a digital marketing campaign that can put you high on the search pages and grab your member's attention.
12. YOUTUBE, WEBSITE AND SOCIAL MEDIA VIDEOS
Consumers want everything fast. We are now a world where we prefer clicking to watch a video over reading content. According to T-sciences.com, the human brain can process images up to 60,000x faster than words.
Using videos on your Website, in your social media posts and on YouTube will help present your fitness club quickly and, if done correctly, in a powerfully effective way.
But you need to get people to watch these videos.
"Society" is reflected in movies. In turn, movies influence society by challenging the audience's morals and transforming viewers' opinions.
This amplifies the power of video, whether it influences a personal or mass response. Have you ever stopped to wonder about the impact that videos have on our lives and the people around us? When you really think about it, there are a lot more media exposures, than realized.
Video can be an incredibly powerful marketing tool. But for it to work, you have to get people to watch and be affected by what they have seen. You may share the video on your website and your social media channels. But you need the audience to share it to their network.
People will only share your video if they know how awesome it is. Nevertheless, for them to find that out, they will have to watch over seven seconds. This is why you have to catch viewers' attention quickly. People's attention spans are getting shorter and shorter.
You need to create interesting and engaging content specifically for your targeted audience. You first need to identify what your audience wants from you. This can be achieved by asking your members for their feedback on your content through email or social media or even the phone.
Before you record your video, get your script properly edited. Practice it to make sure it makes sense and that you are comfortable with the content. You may make your video in a professional studio simply record it on your computer, tablet or phone.
Keep the title of your video very simple with the right keywords.Tag your video with keywords that you think your audience may use when searching. Add a note of explanation or comment to your video which explains the basic concept of the video. Use comments as a way to speak directly with your audience. You must respond to comments on your video. Listen and give feedback to your audience.
Send out a newslettervia email, with a link to your video. Sharing your new videos with your connections is a great way to give people the valuable content you have created for them.Ultimately, the key to successful videos is to have relevant content. And you must share the content with people who may be interested. You need to engage them in viewing,inspire them to share and encourage them to give feedback.
The video is definitely a great way to get "face-to-face" with
members and prospects and share just how great you really are!
Want to learn more about the whole Digital Marketing process including the power of Videos?
Please download our free eBook right here.
Are You Jumping into Digital Marketing Without a Parachute?
I must start by saying that any strategy you build within any organization requires measurements. It is the way for you always to know you are on track.
The same holds true for Digital Marketing for Fitness Clubs.
You need a strategy, as we have discussed in numerous articles.
For that strategy to be effective and for you to know it is effective, it must be
You are on a mission to implement all these new tools and all these new processes. But do you know:
- How to determine if they are successful?
- How do you know you are doing the right things?
- How do you know which are working and further, which are working the best?
- How do you know where is the best place to put your future money?
Goals and objectives are required.
If you start up a website - what are the goals of the project - what are the expectations?
- Is it to bring in x number of visitors to the site?
- Is it to get people to fill out a form so you can build an email list?
- Is it for information only?
- Is it for members only?
- What is the goal?
- How are you going to measure it?
- What will define success?
If I am putting together an email marketing campaign.
If I am putting together a list building campaign.
If I am putting together a social media campaign.
If I am doing digital advertising, PPC, Facebook or other paid advertising.
How do I measure my results?
How do I understand, what are considered positive results?
This is a critical piece when you are developing your strategy.
Remember strategy talks about cost and ROI.
If you can't measure it, then you will never know if it works!
WHAT WE KNOW NOW
Everyone will need a fitness club at one point or another in their lives. Most people search the internet to find local a fitness club. Competition between Fitness Clubs to get new members is fierce. A strong Digital Marketing Strategy and Professional Web Design will help your Fitness Club to stand out and attract new members.
YOUR NEXT MOVE
For the successful growth of your Fitness club, you need a Digital Marketing Agency that uses proven, cutting-edge, proprietary technology and processes to Market your Fitness club. This company needs to understand your Fitness club and be dedicated to increasing your member base.
Although there are many tools available, understanding which will work best for your fitness club and then using these tools takes time and a lot of Digital Marketing knowhow.
Choosing a company that specializes in Digital Marketing can help in all these areas.
MetaSense Marketing stands above the crowd with SEO with their patent-pending process iMetaDexTM. They are the only Digital Marketing company that can use this revolutionary tool to maximize your placement in searches and lower your PPC costs by up to 500%.
MetaSense Marketing looks at your company and current marketing efforts and we know how to optimize it all.
Is there a marketing area that may need some attention?
We look for ways to provide the help our members need in order to reach their goals and to succeed. MetaSense Marketing can help in all the areas listed above.
And a consultation to begin the conversation costs nothing.
MetaSense Marketing is here for that very that very purpose...
To answer your questions and make you successful.
At MetaSense Marketing, we help our members build effective Digital Marketing Campaigns that make it easier for people to do more business with them.
Designing, building and implementing Award-Winning Digital Marketing Strategies
|METASENSE MARKETING: Designing, Building and Implementing Award-Winning Digital Marketing Strategies for Fitness Clubs.|
|MetaSense Marketing looks at your company and current marketing efforts and we know how to optimize it all. We understand and know how to implement the latest trends into your website and marketing campaigns.
Is there a marketing area that may need some attention? MetaSense Marketing is here for that very that very purpose...
At MetaSense Marketing, we help our members build effective Digital Marketing Campaigns that make it easier for people to do more business with them.
Check out our web page, get on our list, and learn more about the latest trends in Digital Marketing and how MetaSense Marketing can help.
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