Members are the lifeblood of your business, so having a solid strategy for acquisition should be at the forefront of your planning process. Even with top-notch customer service and high-end equipment, you can’t stay profitable without a steady stream of people coming through the door.
Here are some tips on how to market your gym effectively and keep a competitive edge in your community.
A Modern & User-Friendly Website
Investing in a user-friendly website is the single most important decision you can make for your local business. More than half of consumers turn to the internet when they’re trying to find a product, service, or recommendations. Without a reputable online presence, you’re immediately missing out prospect members who are in close proximity to your business. Your website should be up-to-date with your contact information and easy to navigate, not to mention visually appealing. You may only have one chance at a conversion, so you’ll want to make it count.
Have a Bullet-Proof SEO Strategy
If your local gym isn’t being picked up by search engines like Google or Bing, you might as well be invisible to prospective members online. The content on your website will determine its ranking on a list in search results. The question is, do you want your gym to be on page 1 or page 10?
Search Engine Optimization (SEO) is completely free, making it an extremely cost-effective way to market your business online. But it’s not as easy to execute if you don’t know what you’re doing. Furthermore, search engines are cracking down on websites that don’t align with user intent and actively work to hide them. This isn’t a one-and-done job either – your website should be monitored, updated, and optimized regularly.
Keyword Research
Keywords are the terms typed into a search engine by an online user, customizing their results based on what they’re looking for. For example, someone looking for a new gym might type “best gyms in Atlanta, GA” or “24 hour gyms near me.” In order for your local business to appear, the content on your website should reflect that of a user’s search, which requires some preliminary research. Work with a professional to identify the best keywords in your industry than place them prominently across your site.
Placing Links Strategically
Aside from strong content, link building is another great way to boost your credibility in the online space. Linking to your social media channels from your website is a proven method to increase your reach. However, using too many links without having a strategy in place can harm your reputation and decrease your overall ranking. If you promise prospective members a free month at your gym and then direct them to fitness classes instead, you’ll lose credibility amongst both search engines and your target audience.
Social Media Promotions
Launching a seasonal promotion is a great way to target your local niche because time is on your side. Summer is a golden opportunity for gyms to get new members signed up because more they are focused on getting fit and healthy. Try marketing to people when they’re actively thinking about their health goals then work on turning them into loyal, life-long customers.
Define Your Unique Selling Proposition
Let’s face it – there is no shortage of gyms or health-conscious activities out there. When you’re working in a niche that’s in high demand, you need to stand out by defining and promoting your Unique Selling Proposition (USP) – what makes you stand out from the competition. This could be your high-end amenities, your unparalleled customer service, or access to professional fitness coaches. Think about commons problems a potential member might experience in the fitness industry, like time constraints or lack of guidance, then work to provide a valuable solution.
Running a world-class fitness center is a great start, but it’s only part of your long-term success. To build a business that is both sustainable and profitable, you need to meet your target audience where they’re at – in the heart of the digital economy. Contact our marketing professionals today to learn how you can professionally promote your gym and score new members through value-driven marketing.
