As the owner of a gym, drawing in new members is a topic that will always be near the front of your mind. Successful business owners never truly stop marketing. Over the years, you have probably run your fair share of gym promotions, membership discounts, and group signup events. Marketing strategies like these often – for good reason – make up the backbone of gym advertisement campaigns.
However, sticking to these tried and true methods can feel a little stale after a while. Not to mention, if you neglect the technical and online sides of your marketing campaign, you are leaving dozens or hundreds of potential memberships on the table.
The idea behind digital marketing is to diversify your methods and establish several lines of inflow across a wide variety of media for maximum exposure of your business. If you’re feeling the need to spice up your digital marketing strategies and fill any gaps that have been overlooked, start by working your way through the following list.
Improve your website
Digital marketing in the modern world is not optional. Many, or even most, people hear about new local businesses online. In 2020 and beyond, it’s imperative to build and maintain a strong online presence.
If your business website is not up to par, getting that on trackshould be your first step. Potential customers need a central place to discover your gym and explore everything you offer in a convenient format.
Your website should…• Be user friendly and intuitive• Use up-to-date SEO techniques to draw in new viewers• Offer online membership signups and make the process as streamlined and easy as possible• Feature an attractive, modern design that gives users an accurate impression of your business• Use an analytics tool (such as Google analytics) to track traffic and changes in viewership
Once your gym website checks all those boxes, you can work on expanding your discoverability even further. Make sure your website is listed in major search engine results, and then create a Google business page for people who search for local gyms in their area. Place the link to your website on this business page, along with your gym’s address, phone number, and any other pertinent information.
Adding all of this information not only helps humans find your gym when they search for local options, it also makes sure search engines recognize when someone references your business on the internet. If a user posts a Yelp review with your gym’s address and phone number, search engines like Google should recognize that reference and understand which business to link with that review. Creating this web of interconnected information goes a long way toward making your business discoverable by the maximum number of potential viewers.
Ask for reviews and testimonials
Speaking of Yelp reviews, don’t overlook small things like this. Plenty of internet users check out reviews and testimonials on third party websites before they decide to try out a new business. Great Yelp, Google, and Facebook reviews can help get potential members past the “online shopping” portion of choosing a gym and through your front doors.
Post videos online
Whether you upload videos to YouTube (plastered with your brand name and logo, of course) or to your website directly, just make sure your business has a video presence online. When marketing videos clearly have a decent budget and a polished, clear delivery, they increase the credibility of your business.
Interested users can get a preview of…• How your facility looks on the inside• The types of services you offer• The trainers who work out of your gym• The equipment your facility offers• Any other information that is best conveyed visually
Once you have a few polished, professional videos you can be proud of, allow viewers the ability to share your videos on social media and let them do the marketing for you.
Consider hosting paid courses
A large segment of the population prefers to work out from the convenience of their own homes. These are not people you will likely win over with a creative marketing strategy targeted toward getting new people in the door of your facility. Instead of letting go of this demographic entirely, why not cater to their fitness needs with online workout videos?
If you enjoy producing video content, online courses can be an excellent way of not only attracting new users but also generating passive income.
Have a few of your expert fitness trainers create workout videos (try a “30 day bootcamp” style series that encourages viewers to stick around throughout the duration of a program) and offer them online for a small fee. Perhaps users could access the first video in each series for free, and follow along to the rest after they purchase an online course membership or pay a flat fee to view each video.
Start a scheduled social media campaign
Consistent, valuable content updates keep attention on your business. From videos to blog posts to general “exercise of the day” tips, keep your brand visible and in front of all of your followers by posting regularly. Use a social media scheduler to create your posts at your leisure and have them sent out to the world on a predetermined schedule.
Don’t forget newsletters! Members can subscribe to email updates to stay on top of gym news, events, promotions, tips, community highlights, and other valuable information.
Develop a business app
An app is not only another way to get your brand in front of more eyeballs (lots of people search fitness apps on app stores every day), it also serves as a brilliant member retention service.
Apps make it beyond easy to…• Sign up for new memberships• Renew memberships with one click• View and print out class schedules• Sign up for scheduled gym classes• Request and schedule sessions with personal trainers• Receive workout reminders, tips, and motivation• Watch online workout videos included with their paid membership• Order brand merchandise• Communicate with staff• Give feedback• Apply to host events in your facility• Post in a forum for gym members to meet and chat with each other• Request additional services they would like to see your gym offer• Report safety hazards or maintenance issues they may have spotted• Implement any other features you feel like offering
Possibilities are only limited by your imagination!