Finding clever strategies to promote your gym or studio is an important part of attracting new members. But with all the noise from competing fitness brands, it's hard to stand out.
So how do you make sure all that hard work you put into developing your gym promotion does its job and brings new leads in the door?
Use these four strategies to get your promotion in front of the right people and easily attract new members to your gym.
1. Choose the Right Promotions
Promotion is a pretty vague term. In reality, you’re promoting your gym or fitness studio every time you tell someone what you do for a living, or post a personal training success story on your Facebook profile.
What you’re really doing when you run gym promotions is spreading the word about a marketing campaign you’ve designed to accomplish a specific goal. It’s more complicated than slapping an ad up on Facebook telling the entire town to come check out your awesome new fitness class, and when you plan it right, it’s very effective.
Here’s the 2-part formula:
Step 1: Decide on a goal
What do you want to accomplish with this activity? Lead generation campaigns differ from offers aimed at upselling existing members on personal training packages, and differ still from promotions you would use to get old members to come back to you.
Identify your desired outcome, then work backward to determine how you’ll reach that goal.
Step 2: Consider your audience
You know who your ideal members are. Hopefully, you’ve even created some target personas and use them to shape your marketing and content strategy.
Now take what you know about the audience you want to reach and consider what will appeal to them most. Think about their problems, and how you can offer them something to ease their pain.
Why does this matter?
If your offer doesn’t resonate with your target audience, you are wasting your time.
2. Post Your Offer On the Right Social Media Platforms
A common mistake small business owners make is assuming they might miss out on a piece of the pie if they don’t have an active presence on every social media platform.
It’s mostly FOMO (fear of missing out) and is a huge waste of valuable resources.
Your ideal member isn’t on every social media channel.
Get to know the social media audience for each platform so you‘ll know where to focus your efforts, and forget about the rest.
Resist the urge to advertise or share your promotion on every single social media channel and focus your efforts where your customers are most likely to be hanging out.
3. Let Micro-Influencers Shine a Light on Your Brand.
Smaller health and fitness brands can find frustration trying to play the influencer marketing game. Small marketing budgets and less time to create great content makes it hard to align with powerhouse fitness industry influencers.
Micro-influencers are not celebrities with millions of followers on Instagram. Instead, these mini-persuaders are individuals who hold sway with a relatively low—but highly engaged—number of followers in a very specific genre or niche interest group.
Finding and aligning with micro-influencers who will love and promote your brand isn’t as hard as top level influencer marketing, and can be more effective, like a personal referral...or hundreds of them.
4. Use Your Email List Wisely
Email isn’t going anywhere. So if you’ve got a business, make email marketing a priority.
This is low hanging fruit. People who already know you will have more trust and be more responsive to your offer than people seeing your brand for the first time.
Unless you abuse that trust.
The recipients on the other side of your offer have given you permission to market directly to them, and your brand risks losing trust and credibility if you spam them with irrelevant offers, or fill their inbox with too many emails.
Here are some important best practices when you promote your offer to your email list:
Avoid looking unprofessional—proofread your email and send a test before you blast it to your list
Make it relevant—segment your list so you know who you’re emailing and can send promotions only to the people who would value it
Make it personal—use personalization tokens to insert the name of the recipient
Don’t SPAM—never purchase emails. Use your website and online forms to collect emails for your list
Make it repeatable—measure your results and analyze them so you can repeat what worked and avoid what didn’t