Marketing
Tip 56: Inbound
According to Demand Metric, content marketing generates three times as many leads as traditional outbound marketing, but costs 62 percent less.
Tip 57: Headlines
Tip 57:HubSpot found that marketers who have prioritized blogging are 13 times more likely to enjoy positive ROI.
Tip 58: Data
According to a chief marketing officer (CMO) survey conducted by HubSpot, CMOs report they spend eight percent of their marketing budgets on marketing analytics, and expect to increase this level in the next three years.
Tip 59: Inbox
According to HubSpot, 80.8 percent of users report reading email on mobile devices. This stresses the importance of having mobile-responsive e-newsletters.
Medical Fitness
Incorporating medical fitness options can be a great opportunity for many health club facilities. To get started, Greg Degnan, the medical director for ACAC, gave some tips for entry into the medical fitness arena.
Tip 60:
“You can’t market direct to consumer. The population you are going after are the de-conditioned, who have either never tried to become fit or have failed. They have not heard our message for the last 30 years and won’t now. You must have a strategy to market to and partner with the ‘keepers’ of this population — their physicians, employers or allied health care providers (physical therapists, etc.).”
Tip 61:
“Exercise is not enough. “This population also needs nutritional help. It must be a part of your programming. This is true when marketing to providers, and also true if you are trying to produce the results that will earn their trust.”
Tip 62:
“Creating a referral pathway to an ‘open gym’ setting is a formula for disaster. “This population needs basic instruction. Create programming that teaches the fundamentals (in a high-touch environment) and then encourages progression. These patients (members) require a different kind of motivation. It is critical to pick your trainers with that in mind. Having trainers on the ground floor who embrace this population is critical for your success.”
