The foundation of your Web-based marketing strategy sets your online price point, maps out your online position, and determines how you promote your club on the Web. But, it is always important to realize that cyberspace is just another means through which you can market your health club.
In no way does online marketing replace the existing advertising channels you are currently using and that you have found to be successful. Nor is Webbased marketing an optional extra to your existing business strategy. Rather, marketing your business on the Web must be part of a tightly coupled actionoriented marketing and advertising plan – one that leverages the individual benefits of off-line branding concepts with interactive media.
LAYING THE FOUNDATION
Deciding to get a website and utilize online tools to market your health club should not be taken lightly – and finding the right Web company to work with is even more important. Before you even decide on either, you should decide what it is that you want to get out of your online marketing initiatives. There are a variety of benefits, which the Web can provide to you and your company:
• Detailed information regarding your fitness facility
• Access to segments of populations previously inaccessible
• Reduction in printing and associated distribution costs
• Projection of a favorable corporate image
• Local exposure for your health club
• Member involvement through member intranet
• Interaction with members while building a database of client information.
A sound Web-based marketing strategy effectively transfers more efficient communication to the potential or current member while facilitating the sales process by providing mutual benefits to both parties in terms of improved lead and customer satisfaction and increased likelihood of member loyalty to your club.
INFLUENCES ON PRICING & PROFITS
While there are a few direct costs involved with “setting up shop” online, they are recouped rather quickly with qualified leads that are easily converted, and up-sell opportunities to current members. In addition:
• Direct interaction with potential members may mean the “cost of sale” may cost less to convert, and
• Ongoing interaction with current members may reduce postage, and onstaff resources currently eating away at your budget.
POSITIONING YOUR FITNESS CENTER ON THE WEB
A Web presence that does not attract customers is relatively worthless. In addition to putting your website address on all of your off-line marketing efforts, you need to utilize online interactive capabilities such as:
• Reciprocal links with other local businesses
• Email marketing to potential members
• Free search engine submissions to major indexes and directories. Your website itself must facilitate user interaction. The “must haves” for your website include:
• Virtual tour of your facility with engaging images
• Ability for members and potential members to leave feedback
• Prominently displayed trial offers and member specials
• Easily accessible account information.
ENHANCING YOUR MEMBERSHIP OFFER ONLINE
Your website needs to offer comprehensive information regarding your club without going overboard. While the website can help bring qualified leads in the door, it is still your sales staff that will ultimately sell the membership. It is important to understand the ways in which you can facilitate this:
• Display welcoming images on your Web pages
• Offer information that helps the individual feel comfortable with your club
• Add personal touches such as testimonials, staff bios, and thoughts from the staff
• Do not expect a Web-surfer to act on their own accord; include a call-to-action while avoiding a demand-to-action.
The way in which your club communicates with potential members and current clientele can be enhanced by the use of your website and your entire Web strategy. It can also be over-used. Mapping out your entire marketing strategy on a calendar that includes all of your online efforts infused with your print and off-line ad campaigns will prove helpful in ensuring a well thought-out plan that does not go so far that it turns potential members off. When you build a successful online marketing strategy, not only will you augment your sales and prospecting, but you will also free up time to deal with what is really important – your members and their health.
Michaleen McGarry is the Chief Operating Officer of FitnessInsite. She can be contacted at 800.787.3955, or by email at Michaleen@fitnessventuregroup.com.
