I believe companies will find a greater return and long-term success in their fitness marketing efforts if they center their strategy and tactics around a human touch.
With the world of fitness marketing continuously adapting and changing to respond to technology and a connected community, there are many things you can do to be successful. Your target buyers happiness is making connections and sharing their life experiences online. This connection and sharing aren’t just personal it extends to your business.
Meaning, today’s fitness marketing must prioritize digital. Digital marketing is more about connecting with prospects and making them feel like a close friend or family member. This human touch will enable them to feel confident to share their experiences with your business to their friends and family.
How can we do this?
Fitness Marketing & Inbound Marketing
To make a human touch the center of fitness marketing you should first focus your digital marketing with an inbound marketing approach. We call it a business advantage because it does just that; gives you an advantage over your competition.
The purpose of inbound marketing is to create and nurture relationships with your ideal buyer.
These people start as strangers that you attracted to your gym website with very specific and useful content. This concept often seems simplistic, but to successfully develop a relationship with strangers doesn’t happen overnight. Thus, to begin nurturing those relationships, we must also add social media to fitness marketing to reach your potential clients where they spend much of their time.
We have many articles that highlight the importance of social media, but it’s more than just having a social media presence. It’s about adding a human touch to your social media to help you leverage the best opportunity for client engagement and enjoyment. At the end of the day, social media is about being social. If your ideal buyers choose to interact with your business on social media, they want valuable content that will allow them to understand better your business at a personal level.
Are you asking yourself if showing a human touch in your marketing is really worth it since all your efforts are to promote and sell your gym?
In fact, this is precisely how you sell your services and your gym. Strangers, potential clients appreciate being able to connect and identify with your business. Our experience shows us that they want to dig deeper and see who’s behind the company, giving them the chance to see you as more than a business – as a friend.
Local Digital Success
One of our clients, a local CrossFit gym, has become an expert at showcasing and delivering their services with the human touch on social media and their blog. They’ve experienced some of their highest engagement and lead generation from adding a human touch to their fitness marketing with inbound and social. Not only have they increased involvement and interest in their brand they’ve also been able to grow their reach and online presence, thus getting them in front of more prospects clients.
By focusing on creating a healthy mix of content that is original and specialized they have appealed to the needs of their ideal buyer.
If you’re not already doing these activities, it’s important that you set aside a small amount of time each day to engage with people on your social media and create useful content on your blog. This ongoing and frequent engagement activity is how you show a human touch in fitness marketing.
By adding inbound marketing and social engagement, you’ll attract and nurture a relationship with your audience. These will not just give you an edge over your competition, it will make your prospect clients feel they know and trust you and it will also encourage your current clients to promote your brand as well.