Are you tired of spending serious marketing money without getting anything in return? Worry not because today, I’ll show you how you can finally fix that.
Let’s get started!
The most common mistake many gym owners make when it comes to marketing is that they start with the channel they want to use before anything else. To them, things like the message, audience, and goals of the campaign are no more than an afterthought.
The problem with this is that if you don’t know what you want to say and who you want to tell it to, then you can’t craft a marketing message that resonates with anyone.
Not having clear goals, on the other hand, means you have no way of actually gauging the performance of your campaign. Are you doing well? Are you just throwing money away? There’s no way to tell.
The good news is that this problem is easy to fix. All you have to do is rearrange the order of the steps as follows; get clear on the results you want, identify your target audience, craft your message, and choose a medium.
Grab a piece of paper and draw the following diagram.
Now let’s go ahead and fill it out together…
Step 1: Get Clear on Your Goals (the results you want)
Start with the goal of your campaign. Do you want more inquiries? More sign-ups? More downloads? Whatever it is, you need to get clear on it before you do anything else so you always know how well your campaign is doing.
If you see that it is not getting the job done, then you can immediately tweak it or try another strategy instead of wasting any more money on it.
Step 2: Identify Your Target Audience
Once you know the goal of your campaign, it’s time to figure out who you need to tap to make it happen.
The key here is to be as specific as possible. Instead of just targeting people who are into fitness, for example, market to professionals who want to lose weight but can’t find the time to do so.
The more detailed your targeting is, the easier it is to craft a message that would resonate with your audience.
Step 3: Decide on a Message
Now that you know exactly who you’re talking to, you can start crafting your marketing message. Be sure to hire a professional copywriter if writing marketing copy is not one of your strong suits.
The goal here is to come up with a message that clearly addresses the primary pain point of the target customer you’ve identified in the previous step.
So, if it’s professionals who want to lose weight but are too busy to do so, then you could go with something like:
- Finally! A workout so fast your colleagues would think you just went to the bathroom!
- Say goodbye to hour-long workouts!
- Discover the power of 10-minute workouts!
Step 4: Choose a Medium
Only when you’re done with the first three steps should you pick a medium for your campaign.
The good news, though, is that if you’ve done everything right up to this point, you can easily roll your campaign out on whatever medium you want. That’s the beauty of not letting the latter dictate the details of the former.
Get More Bang for Your Marketing Buck!
Stop wasting money on campaigns that do nothing to help your gym grow. Follow the steps I’ve shown you today and see how big a difference proper marketing can make in your business.