Not all websites are created equal. That definitely rings true in the case of a new website Team WindFarm designed on HubSpot for our client Chicago Athletic Clubs, a sleek regional health club with 8 locations in the Greater Chicago area.
We are passionate about powering brands people love. This is what we are all about. We partner with brands that contribute good stuff to their communities and we have been able to do this successfully through the inbound revolution.
Most of our time is dedicated to this goal, but occasionally, we get the opportunity to take a step back and reflect on the journey.
Your health club’s website is one of the most powerful marketing tools in your toolbox. Think of it as you would your top salesperson; the better the website, the better the outcome. As a general rule, your club’s website should be easy to navigate, a helpful resource and a site that establishes your credibility as a thought leader in the health and fitness industry.
If you look at any digital marketing campaign, social media plays a critical role. One of the biggest players, of course, is Facebook. We know that Facebook is great for increasing brand awareness, but this social network giant gets you even more than that. When done right, Facebook marketing helps your gym generate memberships and increase retention. All of the likes, comments, and shares actually add up, and because we know that U.S. consumers spend approximately 40 minutes per day on the social platform, your health club has a lot to gain by engaging on Facebook.
A good content marketing strategy is one that puts the right content, at the right time, in front of the right person. How do you do that? By keeping your content personal, engaging, helpful and relevant. It’s impossible to speak to everyone at the same time, simply because not everyone has the same behaviors, motivations, and goals. This is why it’s critical to understand and segment your target market through buyer personas.
Your goal is to increase health club membership, but navigating how to do so in the digital space may seem complicated. With so many tools to choose from, it can be challenging to decide which tool to use, when to use it and how to use it.
Remember when we talked about how a blog can help your health club generate more qualified leads? We’re willing to bet that if you’re committed to blogging, you’re probably now reaping some of the benefits, including helping to bring prospects to your website, building your brand’s identity, demonstrating your expertise, and of course helping to boost membership sales.
A key component of inbound marketing is personalization. The reason for this is simple: not all of your members are the same. Inbound marketing is based on the principle that you should tailor your content to different segments of the market, rather than sending the same message to everyone.
We’ve said it before, and we’ll say it again: email marketing matters in order to grow health club memberships. Plain and simple, email is still king when it comes to sales conversions (if done right).
You can’t ignore the signs much longer - content marketing is an essential key to your overall health club marketing strategy. If you’ve already included it in your marketing mix, you’re ahead of the game! And if you’re just hopping on the bandwagon, there’s never a better time to get started with a strategic content marketing plan than today.
