“Deadly” is not even an exaggeration in this case. If you keep making the marketing mistakes I’m going to show you today, I can guarantee your gym won’t be around for long.
Let’s get right to it!
Mistake #1: Focusing on Price
It’s never a good idea to enter a price war with competing gyms. It does not only cut your profits, but also devalues your brand in the eyes of prospects.
But that’s not all. It’s also an unsustainable strategy because you can only go so low before you start losing money. What if your competitors have better margins than you and are able to cut their prices more? Or what if they have more cash reserves and can afford to run at a loss when you can’t?
That’s right. It’s game over for you.
What you should do instead:
- Sell your prospects a way out from whatever fitness-related issue they’re struggling with. It’s a great way to attract clients who are willing to pay a premium for solutions to their problems.
- Stop going after price shoppers. They obviously only care about one thing: who can offer them the lowest price. They don’t give a crap about how good you and your facilities are.
- If you want to give discounts, don’t do them all the time. If you do, no one would ever want to pay full price anymore.
- Or, better yet, instead of discounts, find ways to stack the value of your offer by adding in additional services, and rewards to encourage brand loyalty.
- If you’re currently in a price war or you feel like you’re always defending your prices. Take them off your website. Instead, gate them using a pricing opt in. Take their contacts and get them in for a consultation. Find out what their core motivators and pain points are and then sell them a custom program that can guarantee their results.
How much do you think they are willing to pay to not feel embarrassed when they get naked in front of their spouse? Or to avoid the heart problems their doctor is concerned about?
The greater their need, the more people are willing to pay for a solution. If you’ve made a connection with the prospect’s core needs you will sell these like hotcakes. Then laugh at your competitors while they still sell 30 days for $30. You won’t be seeing them around for long.
Mistake #2: Poor Advertising
You can spend $10,000 a week on advertising, but if your targeting is off, you still won’t see any real results.
The good news is it’s easier than ever to get your targeting right these days, thanks to online advertising platforms.
That’s because unlike traditional media—such as TV, radio, and billboards where you just broadcast your marketing message and hope that the right people see it—these digital channels allow you to easily single out your ideal prospect by their:
- Purchasing habits
- Recent life events
- and so much more
But that’s not all. They also allow you to easily run different ads at the same time to see which ones work best, refine your targeting based on the results you’re getting, and even automatically search for prospects that share similar traits as your existing customers.
Mistake #3: Not Knowing Your Audience
Of course, you can only get your targeting right if you know who your ideal customer is.
So, do a lot of research. Get feedback from your existing members. Find out what people who might be interested in joining your gym want. Learn more about the things they are struggling with in terms of fitness.
The more you know about your ideal customer profile, the easier it would be to craft marketing messages that resonate with them and get them to buy.
Mistake #4: Having a Mediocre Website (Or Not Having One at All)
If your website doesn’t do anything to get a steady stream of prospects through your gym’s doors, then it’s time for you to have a new one built.
You see, the websites of today can do so much more than just act as an online brochure for your gym. Designed properly, they can easily generate and close a steady stream of leads for you on auto-pilot 24/7.
Unfortunately, not all web developers know how to build websites that convert. You need to find someone who can balance these four things:
- A stunning design that’s 100% on-brand for maximum impact
- Top-notch UI/UX design for maximum usability
- Proper SEO for maximum traffic
- Expert conversion rate optimisation for maximum sales
Plus the site has to look amazing and position you and your gym as the premium service you’re hoping for. Take a look at our demo site to see just how good a gym website can look.
Mistake #5: Relying on Passing Traffic
There are about 200 million active websites today. Do you really think waiting for people to stumble upon your website is the best way to get new members for your gym?
Obviously not, right?
If you want to grow your gym, you need to be more proactive in getting quality traffic to your website—which you can do by:
- Running ads
- Promoting your website on social media
- Making sure your SEO is on point
- Adding your website’s URL to all marketing collaterals
- Asking your members to share your website with their family and friends
- Teaming up with fitness influencers
- Partnering with other non-competing local businesses etc.
It’s time to up your marketing game!
Marketing just for the sake of doing it can cost you serious time and money in exchange for mediocre results (if any).
The good news is you now know exactly what not to do when marketing your gym, so you should start seeing significantly better results from your campaigns real soon.