Over $96 billion is spent annually on the health and fitness sector. This means that fitness service providers need a strong marketing strategy to be successful in this highly competitive, fast-growing market.
These fitness advertising strategies can be used by any fitness business, no matter how small or large, to increase brand awareness and expand your business.
Four Unique Attributes for Fitness Advertising
Each industry faces unique marketing challenges. The fitness sector is no different. Let's first look at advertising strategies specific to the fitness sector.
1. There is a lot of competition
The fitness and health industry is saturated. There are over 400,000 health and fitness professionals in the USA.
- Minimum 340,000 personal trainers
- Over 41,000 health clubs
- over 64.2 million gym memberships
- Nearly 69 million smartphone users use a fitness and health app
It's not easy to stand out in this industry, but it is possible.
2. There are regulations you must follow
The Federal Trade Commission (FTC), regulates what claims you can make about health and fitness products such as weight loss tools, supplements, and other health and wellness products. You can't make any claims unless there is evidence to support them.
You might also find that social media platforms have restrictions about what you can post in a fitness ad. Facebook prohibits you from using before-and-after photos and also bans you from using language or visuals that could make people feel self-conscious about their weight.
Before launching a campaign, it is important to be aware of the regulations governing fitness advertising.
3. Fitness advertising relies heavily on visuals
Visual content is a key component of fitness advertising. People want to see the benefits of your products and how they can aid them in their weight loss and fitness journeys.
Although social media posts and blog postings are great, they don't suffice in the fitness market. Visual content is also required, such as user-generated content and instructional videos.
4. You are (usually) selling directly to consumers
You are usually marketing products and services to individuals rather than businesses. You might be a personal trainer trying to find new clients or a gym looking to grow its membership.
B2C marketing (or business-to-consumer) comes with its own set of challenges. To stand out among your competitors, you must not only increase brand awareness but also generate leads. You must also build strong customer relationships. People must have a pleasant user experience. This will show that you value their business.
You will focus on a B2B marketing model if you sell directly to businesses like gyms. You can use some of these strategies to help you, but I recommend that you also read my guide on B2B marketing.
7 Fitness Advertising Strategies You Should Try
Are you open to fitness advertising? That's great! Now you just need to figure out how to structure your campaign. These seven advertising strategies will help you achieve your goal.
1. Use Influencer Marketing to Reach A Wider Audience
Influential people in the fitness industry are those who influence others to try new brands of clothing, supplements, or workouts. They can help a new company grow its customer base, which is not surprising.
Here's an example for an Instagram bio of an influencer representing two popular fitness brands Gymshark or MyProtein.
But how do you select an influencer to represent your brand? Do not fall for the trap of thinking that only influencers with millions are the best. Picking an influencer that aligns with you and your target audience is key.
How do you begin?
Consider reaching out to micro-influencers. These micro influencers have smaller subscribers but can help promote your brand in a niche market. You can also check influencer marketplaces for public figures who might be suitable to your campaign.
Don't forget about your research. Look at the influencers who work for your competition and find comparable figures to help you with your campaign.
2. Make your fitness brand more social by using social media
Instagram has over 170 million U.S.-based users. TikTok? Just shy of 66 millions. Facebook? Nearly 2.9 Billion users around the world use Facebook.
This is a good thing for fitness professionals: social media.
Set up accounts on at least two to three platforms. To get noticed and engage with your followers, use popular hashtags in your posts. Post consistently to increase your chances of success.
You can find inspiration from popular fitness trainers on Instagram such as Katie Crewe or Ben Bruno.
3. To drive ROI, run Paid Ads
A paid ad campaign is a great idea if you have a strong subscriber base on platforms like Instagram or Facebook. Paid ads can not only generate revenue but also help you reach more people, which is crucial for standing out in a competitive market.
While you can choose to run a Google Ads campaign, you will likely see a better ROI if your campaigns are on platforms with a large audience.
Are you using paid ads? You can track them using Google Analytics to make sure they are working effectively.
4. To build an email list, use lead magnets
A lead magnet is a key component to building an email list.
In exchange for an email address, you can offer people a “lead magnet”. This is something that you give to them. It could be anything, from a recipe book to a discount coupon depending on your marketing goals and budget.
ATHLEANX is a very popular fitness brand. Here's an example. You can get his free bodybuilding guide by registering your email address.
You can also offer a week of free training, similar to Strong Strong Friends. This may encourage people into signing up for a program.
You need to get to know your audience in order for you to create a lead magnet that is effective. Consider all your options, and run several lead magnets simultaneously to determine which one is the most effective.
Your work does not stop when you have your leads. It is important to nurture your leads! To build trust and engagement in your brand, send them relevant content.
5. 5. Create a membership site
Members pay to gain access to exclusive content. Membership sites can be compared to clubs. You might offer the following exclusive perks to members:
- exercise form tutorials
- Meal plans
- supplement guides
Here's an example of the Women's Wellness Collective. You have the option to choose between a monthly or an annual fee package. This allows you more flexibility and can be adapted to different budgets.
For a membership fee, each package includes expert advice, holistic healing tips and support from a select community.
Users can easily move on to the next step by clicking the sign up button.
The business owner does three things well: They are a niche expert and make it easy to sign up using a clear CTA. And they give people the opportunity to be part of a vibrant community.
A community can inspire and support people to achieve their goals. Consider making a members-only forum or support group part of your membership offerings.
6. Use video marketing
YouTube is a popular video-sharing website that's ideal for fitness professionals looking to expand their business via online exposure. To start filming, you don't require professional equipment. If you post regular video content, it could help you build a strong subscriber base.
Here are four types of videos that you can create for fitness advertising:
- If you're a gym owner, create a promo video showcasing your facilities. You can include clips of your members using your equipment.
- You can create a video with quick tips for fitness, such as how you can exercise at home, how to begin strength training, and how to choose the right supplement.
- You can create videos that help people with common injuries and how they can be managed if you have the necessary qualifications and experience.
- To demonstrate your knowledge, interview other fitness professionals.
Your videos should be short and engaging. Always end your videos with a clear CTA, such as subscribing or reaching out to you for a personal session.
7. Share customer and client testimonials
Encourage satisfied customers to leave reviews online about your products and services. Prospective customers are more likely to buy if they see positive reviews.
According to research, 87% of customers read reviews about local businesses. 94% of people will use businesses with positive reviews online. This is especially true in the fitness industry, where people want to be able to trust your ability to deliver results.
But how do you get reviews? Ask customers by phone or email and offer a discount coupon. You should check that the review platform allows you to offer an incentive. Some platforms prohibit it. To get feedback, you could also conduct surveys.
After you have collected your reviews, you can make client testimonials by adding images or videos to them. Visuals are the key to creating a successful campaign for fitness advertising. Make your reviews more real with engaging graphics.
However, be sure to get their permission before you use their review!
My consulting services can provide additional guidance for launching a campaign to promote fitness.
A Few Questions about Fitness Advertising
What is fitness advertising?
Fitness advertising is a general term that covers marketing in the fitness industry. This includes everything from memberships to supplements. It is designed to convince potential customers and clients why they should choose your products and services in a saturated market.
How do I promote my fitness brand?
You can start by creating brand awareness through social media and other popular online platforms. Then, consider partnering up with influencers in fitness. You can mix and match different advertising methods for fitness.
What can I say about my fitness ads?
Without reliable, accurate, and truthful evidence, you can't make claims about medical or other health issues. It is illegal to make false claims and, most importantly, it is against the law to sell any product containing banned or illegal ingredients.
How can I track the success and failure of my fitness marketing strategies?
Google Analytics is a measurement tool that can be used to track the performance of your fitness ads campaigns. You should focus on metrics such as impressions, reach and CTR. The type of ads and marketing goals you have will determine the exact metrics that you should track.
Fitness advertising conclusion
It is highly competitive in the health and fitness market, so a well-crafted marketing plan is essential to your success. Clarify your goals for fitness advertising, identify your target audience and then choose the ad strategies that will appeal to them. Keep track of your metrics and be ready to change strategies once you have found what works.
In this consumer-focused sector, it is important to remember to prioritise the user experience. This alone will help you stand out among the rest!
Are you familiar with these fitness marketing strategies? __S.158__
By: Neil Patel
Title: 7 Fitness Advertising Tips and Strategies
Sourced From: neilpatel.com/blog/fitness-advertising/
Published Date: Thu, 05 Aug 2021 13:00:00 +0000