Turn interested parties into members with digital solutions

Fitness studios are part of the Online marketing offers numerous possibilities available, for example via the own social media channels to ensure more attention, digital reach and interest and at the same time Generate as many new leads/contacts as possible (Schmidt & Schmidt, 2022; Spitko, 2019).

Arouse interest and convince online

The Choosing the right social media platform depends on various factors, such as: dem respective business area, the target groups, their usage behavior, the specific marketing goals and human resources away. (Also worth reading: ‘Digital Marketing Mix’)

In practice usually played on multiple platforms at the same timeto reach different target groups and such to achieve the greatest possible awareness effect and a high number of contacts/leads (Newest, 2023).

Funnel for acquiring new customers

With the help of a so-called Funnels (Funnel) studios can do that individual phases along the customer journey (Neust & Schmidt, 2019) from potential interested party to member channel even better and coordinate the individual steps optimally with one another.

Goal of such a funnel is to make as many interested parties as possible aware of the studio/your own offeringsto successfully generate leads/contacts and these ultimately converting them into customers as the funnel progresses (convert).

Also interesting: ‘Storytelling as a success factor’

How the whole thing works and how to proceed step by step when building the funnelis shown below using a Facebook funnel as an example (see also Fig. 1).

The graphic and the step-by-step instructions are based on the AIDA model (Attention; Interest; Desire; Action) and were based on practical marketing literature (Homburg, 2017; Kotler et al., 2007; Kotler, 2017; Kreutzer, 2019, 2021; Lammenett, 2009; Neust, 2023).

The funnel serves as Inspiration and can easily be transferred to other social media platforms with minimal adjustments become.

Step 1: Target group analysis

Before you start building your funnel, it is important first and foremost Narrow down your target groups and analyze their needs (Circle, 2021). Think about who exactly you want to target: People looking for a gym near them, fitness enthusiasts, people with specific fitness goals (weight loss, muscle gain, etc.), corporate fitness clients, or specific age groups?

Here it offers Meta/Facebook Ads Manager many different options. After this has been clarified and you have narrowed down the target group, the next step is to contact them Implementation/creation of specific content for various advertisements go.

Step 2: Creating Awareness Ads

Create regular Facebook adsthat attract attention and promote your gym beyond your community. Use for this attractive images or videos as well as motivational messagesthat arouse emotions and interest, to take a closer look at you and your offers.

Reading tip: ‘Target group-specific communication and content strategy’

Target your ads to the Problems/needs of the target group(s) that you identified in step 1. Use one Link to the website or a Facebook lead adto target interested parties about it to direct you to a landing pagewhere you can find out more about your fitness studio and your offers/services.

Step 3: Create interaction and engagement

As soon as the interested parties get to the landing pageyou can do this for example encourage you to sign up for a newsletter or take part in a competition. This way you collect relatively easily first contacts and can at the same time directly initiate interaction with interested parties.

Use in addition to those described in step 2 View your Facebook posts also targeted to regularly present useful information, training tips and new offers and so yours To reinforce your status as a problem solver. This simultaneously provides added value for existing members and underlines your role as a professional healthcare provider.

Encourage your community to comment, like and share these posts. This allows you to get your Significantly increase range and give potential interested parties valuable insights into your studio.

Don’t just focus on offers/solutions; Also introduce your team of trainers and have them present the advantages/benefits of membership or answer relevant questions about training in the studio.

Step 4: Conversion and call to action

Create in the next step targeted conversion adswhich encourage interested parties to to carry out a specific actionsuch as this Register for a free trial lessonbooking a personal consultation or taking out a membership.

Use in framework of your storytelling for that too authentic pictures/videos/statements from satisfied members and their success stories to build further trust/credibility and increase the chances of closing (Lohau, 2021).

Give Clear recommendations for action via call-to-action buttons, such as “Complete membership now”, “Arrange a trial training session here” or “Secure a consultation now”. These should encourage action (click). and placed so that they catch the eye straight away. (Also interesting: ‘SEO tips for studios’)

Step 5: Use remarketing for active follow-up

Through active follow-up you can do it again in a further step Approach undecided interested parties. Put Remarketing ads to target those who have already seen/clicked on your conversion ads but have not yet converted.

Can do this special offers or reminders of pending discount promotions or something similar. Fit Send your remarketing ads to specific actions/page visits of the respective visitors, e.g. B. to those who have viewed your price list or specific offers and use this information, to follow up individually.

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This way you can remind yourself and still get closure. The conversion has taken placeit applies in personal customer contact through professional sales advice and thus actually turn the lead into a new customer (Russ, 2022).

Step 6: Intensify member loyalty from the start

Once you have successfully acquired new customers you can use Facebook as well as your other Use social media channels to motivate members sustainablyget involved in the studio, take part in group courses and the to share your own success stories with friends/acquaintances. (Also worth reading: ‘Member as multiplier’)

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Offer exclusive content and benefits, such as E.g. podcasts, training tips, nutrition plans, webinars or access to closed Facebook groups To increase member satisfaction and customer loyalty – because satisfied and Convinced members are your best advertising ambassadors/multipliersto address additional interested parties (Theobald, 2023) and continually fill the funnel.

Step 7: Measurement and Optimization

It is important that Measuring the success of your measures and successively optimizing themto achieve the desired results. use Facebook Insights and other analytics tools to Check the performance/effectiveness of your ads and funnel.

Customize yours Online marketing strategy based on these results continuously and always include new possibilities and tools of the respective social media platform.

Conclusion

The Creating a funnel takes time and continuous optimizationbut also brings the studio in return effectively generate new leads, new customers and important sales. A functioning funnel helps to optimally address potential interested partiesto successfully convert them and turn them into customers in the long term.

Remember that one Personalized approach and varied content are crucial for the success of your funnel are and an effective online marketing strategy consistent presence on various online platforms contains.

Excerpt from the literature list

Kreutzer, RT (2019). Online Marketing (2nd, revised and expanded edition). Wiesbaden: Springer Gabler.

Kreutzer, RT (2021). Social media marketing compact: Design, find platforms, measure, anchor them organizationally (2nd edition). Wiesbaden: Springer Gabler.

Lammenett, E. (2009). Practical knowledge of online marketing. Affiliate and email marketing, keyword advertising, online advertising, search engine optimization (2nd, updated and expanded edition). Wiesbaden: Springer Gabler.

Spitko, R. & Neust, F. (2018). More members through Facebook advertising. fitness MANAGEMENT international, 5 (139), 48–49.

For a complete literature list, please contact [email protected].

You can quote this article as follows:

Müller, M. (2023). Digital success strategies for member acquisition. fitness MANAGEMENT international, 6 (170), 80–83.