The health and fitness industry is worth more than $96 billion. For fitness providers, that means one thing: You need effective Digital Marketing for Fitness Industry to stand out in this fast-growing, high-stakes market.
Whether you’re a small gym owner, supplement company, or fitness app developer, the Digital Marketing attributes below will help you generate maximum brand awareness and grow your business.
Here Are The 4 Unique Attributes Of Digital Marketing For Fitness Industry
Every industry has its own unique marketing challenges, and the fitness space is no exception. Before we look at specific marketing strategies, in the fitness industry, let’s analyze the main challenges you will face in this niche market.
1. The Competition Is Fierce
The health and fitness industry is seriously saturated. In the US alone, there are:
- At least 340,000 personal trainers
- Over 41,000 health clubs
- Over 64.2 million gym members
- Nearly 69 million smartphone users use health and fitness apps
It’s not easy to stand out in this industry, but don’t worry, it’s possible.
2. You Have To Follow Some Rules
The regulatory bodies claim that you can make it if you sell health and fitness products such as supplements, weight loss tools, and medical devices. In short, you can’t make any claim unless you can support it with evidence.
What’s more, social media platforms may have other restrictions on what you can say in fitness ads. For example, on Facebook, you can’t use before and after pictures, and you can’t use words or visuals that might make people feel bad about their weight.
A campaign must be carefully considered before launching a fitness ad.
3. Fitness Ads Rely Heavily On Visuals
Fitness ads rely heavily on visual content. People want to know how your product can benefit them, or how you can help them on their fitness and weight loss journey.
Social media posts and blog posts are great, but they have a place in the fitness market. You also need visual content such as user-generated content, how-to videos, nutrition recipe videos, and transforming images (on permitted platforms).
4. You (Usually) Sell Directly To Consumers
Typically, you market fitness products and services directly to individuals, not businesses. For example, maybe you’re a personal trainer looking for new clients, or maybe you’re a gym owner trying to build a membership base.
So-called business-to-consumer (B2C) marketing has its own set of challenges. In addition to increasing brand awareness and generating leads, you may also need to build effective customer relationships to stand out from contestants. You have to provide people with a memorable user experience and show that you value their business.
If you sell directly to businesses like gyms, you’re focusing on one business – a business-to-business (B2B) marketing model. While some of the strategies below can help, you should also check out my B2B marketing guide.
Here Are A Few Ways To Generate Leads Through Digital Marketing For Fitness Industry
Are you ready for making your presence digitally? Awesome! Now all you need to do is figure out how to use effective strategies. Here are the most effective strategies and best practices to help you reach your goals.
1. Reach A Wider Audience With Influencer Marketing
Fitness influencers are influencers who can convince their followers to try different clothing brands, supplements, workouts, and more. Unsurprisingly, they could also help a new fitness company expand its customers. base.
But how do you choose influencers for your brand? Don’t fall into the trap of thinking that influencers with millions of followers are the only way to go. It’s all about choosing an influencer who aligns with your brand and your target audience.
Where to start?
First, consider reaching out to micro-influencers. They have a slightly smaller number of subscribers but can be very effective at promoting your brand in a niche market. Alternatively, you can check influencer marketplaces to find public figures who might be a good fit for the event.
Finally, don’t forget to do your research. Find out which influencers are working and try to find similar numbers for your own campaigns.
2. Use Social Media To Build Your Fitness Brand
Instagram claims to have more than 170 million US users. TikTok? Close to 66 million. Facebook? Nearly 2.9 billion users worldwide.
For Fitness professionals, that means one thing: your social media.
Make sure you have a bold logo, a clear name, and a strong brand message, and set up accounts on two or three platforms. Use popular hashtags to get noticed in your posts, engage with followers, and post consistently to improve your chances of success.
If you need inspiration, check out popular fitness trainers on Instagram like Katie Crew and Ben Bruno.
3. Run Paid Ads To Improve ROI
If you have SO LID subscribers on platforms like Facebook or Instagram, consider running a paid advertising campaign. Not only do paid ads help generate revenue, but they also increase your reach, which is crucial for standing out in a crowd. market.
You can opt for a Google Adds campaign, but you’ll likely see more impressive ROI if you run your campaign on your established platform.
Are you running paid ads? Track them closely with tools like Google Analytics to make sure they’re actually working effectively for you.
4. Use Lead Magnets To Create Email Lists
If you’re going to create an email list, you’ll need a lead magnet.
A “lead magnet” is something of value that you offer people in exchange for their email address. It can be anything from free recipe guides to discount coupons, depending on your budget and marketing goals.
To create an effective lead magnet, you need to know your audience and understand what they value. Research your options and consider running several using lead magnets simultaneously to gauge which one is most successful.
But once you have a clue, the work doesn’t stop. You must nurture them! Send them helpful content to build engagement and trust in your brand.
5. Create A Membership Site
Membership sites are like clubs, where people pay for information “members only” content. For example, you can offer people the following exclusive benefits:
- Exercise
- Practice Form Tutorial
- Meal Plan
- Supplementary Guidelines
Here’s an example from the Women’s Health Collective. Members can choose to age from a monthly or annual fee package, which gives us more flexibility to accommodate different budgets.
Each package offers expert advice, holistic recovery tips, and access to an exclusive community in exchange for their membership fee:
The user’s next steps are very simple: all they need to do is click the “Sign Up” button to get started.
This business owner got three key things right: they set themselves apart as a niche expert, they made it easy to sign up with a clear CTA, and they gave people the opportunity to join a thriving community.
Communities can help people feel more inspired and supported to reach their goals, so consider setting up a members-only forum, support group, or social media page for some of your membership services.
6. Try Video Marketing
YouTube is one of the most popular video-sharing sites in the world, perfect for fitness professionals trying to grow their business through online exposure. You don’t need professional recording equipment to start shooting, and if you post regular video content, you can build a solid subscriber base.
From a marketing perspective, here are four different types of fitness ads to consider creating videos:
- If you’re a gym owner, create a promo video showing your facility. Include clips of members using your device.
- Create a list of quick fitness tips in video format, such as how to work out at home, how to start strength training, or how to choose a supplement.
- If you have qualifications and experience in injury rehabilitation or physical therapy, you can create videos that teach people about common injuries and how to deal with them effectively.
- Interview other fitness professionals and post videos to your channel to showcase your expertise.
Keep your videos short and engaging, and always end with a clear CTA, such as subscribing to your channel or taking a personal training session.
7. Share Client Testimonials
Encourage happy customers to leave reviews of your products and services online. When potential customers see a satisfied review, they are more likely to convert.
In fact, 87% of customers read reviews of local businesses and 94% are more likely to use positive business reviews online. It makes sense, especially in the fitness industry: people want me to know they can trust you to deliver results.
But how did you get the reviews? Start by asking the customer directly if it’s possible via email or in person, perhaps offering bonus vouchers like discounts. (Make sure this is allowed by review platforms; some prohibit incentives.) You can also run surveys to get feedback.
Once you have your reviews, you can turn them into customer testimonials and add images or videos. Remember, visuals are the key to successful fitness. advertising campaigns, so bring your comments to life and turn them into engaging graphics.
A word of caution, though: just make sure you have access to their review like this!
To Conclude
The health and fitness industry is largely competitive, which is why you need a well-crafted marketing plan to be successful. Clarify your Digital Marketing goals, identify your target audience, and choose the top few advertising strategies that are likely to appeal to your chosen demographic. Carefully track your metrics and be ready to switch strategies once you find what works.
Most importantly, remember to prioritize the user experience in this consumer-centric industry. This alone can help you stand out!
If you need more guidance on creating effective digital marketing strategies don’t forget to check out our consulting service.
