Struggling to grow your gym despite going all-in on marketing? Then maybe it’s time to take things up a notch with influencer marketing. Let me show you how!
If your gym is not growing as fast as you’d like despite your marketing efforts, then it’s probably time to spice things up with influencer marketing.
But what is it exactly and how can you use it to grow your gym?
Let’s find out!
What are influencers?
Simply put, influencers are any individual or group of individuals with a strong, highly engaged following on social media. You can find them on platforms like Facebook, Instagram, YouTube, Twitter, and LinkedIn.
Back when the whole influencer marketing thing started, the more followers an influencer had, the more desirable they were to brands looking to tap into their audience. But the advent of likes and fake followers for sale changed all that.
Brands are now focusing more on how active an influencer’s followers truly are—and you should too.
As a general rule, if an influencer’s posts gets a ton of likes but close to zero meaningful comments, then it’s best to stay away because that’s probably fake engagement.
But even if it wasn’t, would you want to work with an influencer who can’t even influence their followers to talk to them?
[PHOTO ABOVE] Gary Vaynerchuck is one of the world’s most well known influencers on social media.
What makes influencer marketing so great?
Despite the rise of the fake influencers and engagement, though, influencer marketing is still an unbelievably powerful tool. Use it properly and it’ll allow you to easily supercharge your gym’s growth.
It works so well because it’s essentially word-of-mouth marketing—but on steroids.
You see, what makes word-of-mouth marketing so effective is the fact that the marketing messages come from people your prospects trust instead of some outsider trying to sell them something. The only problem is that it’s hard to scale.
Think about it. How many of your members have thousands of relatives and friends they can tell your gym about? Probably not a lot, right?
You know who has thousands of people they can tell your gym about? Influencers. And the followers they have are probably even more eager to listen to what they have to say than your members’ family and friends.
How can you use influencer marketing to grow your gym?
You have three options:
- An exchange deal
- A paid promotion
- A collaboration
The first option, as you may have probably guessed, involves you giving them something in exchange for promotion. It can be merchandise, vouchers, or even a free gym membership.
For smaller influencers, though, a promotion-for-promotion kind of deal—where you just promote each other to your respective followers—could also work.
The second option, on the other hand, simply entails paying the influencer money to promote your gym. It’s pretty much the same as hiring a celebrity endorser but significantly more affordable.
Don’t let the smaller price tag fool you, though. Influencer marketing can be just as effective as endorser marketing in terms of ROI if you pick the right influencer.
The final option, as the name suggests, involves creating content with your chosen influencer. It can be a workout video, a gym tour, or a piece of content that’s in a related field (for example cooking and nutrition). The goal is to increase your engagement and visibility by putting a famous or influention figure in your content.
The payment scheme for this option would ultimately depend on the influencer you hire. Some would work for freebies and promotion while others require cash.
How big of a following should you look for?
As it turns out, you could do well with as small as 1,000. Again, more followers is not necessarily better when it comes to influencer marketing. Engagement levels are way more important.
This is exactly why more and more brands are hiring nano-influencers with as few as 1,000 followers instead of bigger accounts with millions. Such a small follower count makes it much easier for these influencers to keep their audience engaged.
But that’s not all.
Nano-influencers are also generally more affordable than those with millions of followers. So, they’re perfect for smaller businesses and brands who are trying influencer marketing for the first time.
What about targeting?
Another great thing about influencer marketing is that it’s so easy to find out if the influencer you’re eyeing is a good match for your gym. All you have to do is ask them for the demographics of their followers.
Platforms like Facebook, Instagram and Youtube have built-in analytics tools that automatically keep track of these things.
10 examples of influencers who could grow your gym
What types of people should you be looking to recruit as influencers?
Well, it will depend on the type of clients you want to attract at your gym. But to get your creative juices flowing, here are 10 examples of influencers you could look at turning into your raving fans;
- Local entrepreneurs
- Key athletes from local sporting teams
- Popular photographers, videographers or media personalities
- Leading Personal Trainers or nutritionists
- Coaches of sporting teams
- Professional Business Coaches or Life Coaches
- Leading Health Professionals and Doctors
- CEO or high level managers or SME’s or Enterprise companies
- The president of the school’s parent council
- Anyone else with a ton of engagement on their social media profiles
But don’t forget your website
The thing with influencer marketing—or any other marketing technique for that matter—is that it’s designed to bring you an avalanche of qualified leads. Are you planning to close all of them manually via email or over the phone? That would take forever!
This is why you need a website designed specifically for conversions. It would allow you to automate the whole thing so you can keep closing leads even while you’re sleeping, travelling, or simply busy running your gym.
You also need a way to track the results you are getting from your influencers. A great website will allow you to build unique offer pages that your influencers can promote and drive hungry traffic directly to your website. Simply keep an eye on how each offer is performing and double down on the partnerships that are giving you the best results.
Influence more people to join your gym today!
Without a doubt, influencer marketing is one of the most powerful gym marketing tools at your disposal today. It allows you to sell to a highly engaged social media following without having to spend the time and money to build your own.
Give it a shot today and discover how fast your gym can truly grow!