Thanks to a combination of social media, soaring health insurance costs, and affordable access to lifestyle tech devices, the health and fitness industry is booming. I mean seriously booming. Over the past decade in the U.S. alone, the $30 billion industry has grown by 3 - 4% every year, which might explain why you’re seeing signs for CrossFit gyms and açai bowls everywhere these days.
One of our favorite quotes (which happens to also be on our website homepage) is from HubSpot Co-Founder Brian Halligan (@bhalligan), "You can't out-spend the giants. But you can out-think, out-teach, and out-help them."
As a successful fitness business owner (and we know you are!), you know that you want to grow your business. I mean...when you're passionate about helping people achieve their health and wellness goals, there's nothing too big and there are never too many people, am I right? But what's the best way to go about growing your business? Where should you focus your efforts in order to see that growth and be able to help more people? Well...if you've landed on this blog, you probably already know that digital marketing is a great way to do both of those things.
Unfortunately digital marketing is not easy and it does require a lot of thought, work, and experimentation to get it right. It's really easy to invest a lot of resources and money into digital marketing and not see any tangible return or not understand whether you're seeing a tangible return or not. In fact, a study by Smart Insights found that 47 percent of businesses are doing digital marketing without a clear strategy. That said, you really can't afford to just throw some random content out into the world and hope it sticks! That is not the most effective or efficient way to go about marketing your business. Instead, you want to be strategic about your efforts. And being strategic means starting with a solid strategy that you can use for all of your digital marketing.
Still not convinced? Here are 6 reasons you NEED a digital strategy for your fitness business.
"The most dangerous phrase in the language is "we've always done it this way."" - Grace Hopper
The fitness industry has fallen into this trap and most businesses in this industry don't even realize it. Go to any fitness business website and what are the calls-to-action that you're guaranteed to see? HINT: they're the same bottom of the funnel offers that you'll see on every other fitness website.
Yep - you'll see the "FREE Trial", "Get Started Now", and "Join Today" offers. Who else is unimpressed?
If every person that came to your website was ready to buy, this would be a fine fitness marketing strategy, but that just simply isn't the case (if it is the case for your business, please stop reading this blog post now and go count your money.).
- 81% of US online consumers trust information and advice from blogs. (Source: BlogHer)
- Companies that blog have 97% more inbound links. (Source: Hubspot)
- 92% of companies who blog multiple times per day have acquired a customer from their blog. (Source: HubSpot)
- B2B marketers who use blogs generate 67% more leads than those that do not. (Source: InsideView)
- 81% of companies consider their blogs “useful,” “important,” or “critical”. (Source: Hubspot)
You've got the equipment. You've got the experience and the team. You've got the education. But there is so much noise in the health and fitness industry that you're finding it nearly impossible to stand out. The number one issue for any fitness brand is lack of leads and being able to prove that they're different. It's time to improve your fitness marketing.
With so many false claims, hype, and unreasonable expectations set by poor marketing, it's become harder and harder to set yourself apart. So, how do you draw attention to your brand and generate new and more leads online? We've got five ways to do it...