LAUNCHING AN OLD OFFLINE
BUSINESS TO ONLINE
Ochsner Fitness is a fitness training center. It’s a GYM for all age of people and for every fitness goal. To make sure their clients achieve their goal, they provide workout & nutrition guideline and keep them disciplined by providing dedicated trainer for each client. They have three outlets around USA. They want to become a fitness brand within the next 2 years.
As it’s the age of digital space, they wanted to take advantage of it. They wanted to create an online presence for their brand and promote it online. But growing business online is a complicated and tough process. Many elements are connected to each other and becoming successful is very troublesome. Hence, they approached me and asked me to make their fitness center an online brand.
After taking the project, first I understood their business model, their packages & services, and circumstance of the business. Then, I analyzed the market condition and size of the industry. Next, I identified some of their competitors and analyzed their activity on social media to understand their strategy. After that, I analyzed the customer segments. I traced out their interest in fitness, reason to join gym, their motivations, fears, and barriers. I created several target audience personas. After understanding the business model, market condition, competitors, and customer segments, I performed a SWOT analysis and found the essential steps to increase the sale of GYM memberships and to become an online brand.
For a good online presence, a website and Google My Business Account were needed as well as social media profiles. But the question that comes is which social medias to focus on. The fitness center can produce nice looking images. And fit people like to engage with beautiful GYM and fitness images. Hence, I suggested focusing on Instagram and Facebook. I created a gorgeous looking website with my team and created all the accounts and social media profiles that were needed. They have an extremely good online presence and it’s time to promote the business online.
To become successful in digital marketing, a killer digital marketing strategy is obligatory. For creating a killer digital marketing strategy, we have to understand the marketing objectives and goals in the first place. As the fitness center doesn’t sell any product on their website, we should not run any conversion campaign. We need to create brand awareness for the fitness center and raise the attraction of the target audience to their GYM membership packages. Therefore, I mainly focused on real follower growth on their Instagram account. I ran different brand awareness campaigns, influencer marketing campaigns, contest, and giveaway campaigns to attract target audiences and to raise awareness of the GYM and its packages.
To accomplish the purpose, I ran paid advertising campaigns. I crafted a highly effective promotional story and marketing message for the advertisement campaigns. An accurate marketing message can change a campaign’s result alone. I targeted the audiences within a 5-km radius around the 3-physical GYMs. The ads were run on Facebook and Instagram. The campaigns helped to grow real and interested follower on Instagram profile. Then, I retargeted the existing followers to show them the benefits of becoming fit, the benefits and the competitive advantages of the gym. I gained top of the mind awareness of the followers and many followers converted into customers.
For Instagram account management, I created a theme and template for the posts that will attract and be liked by the target audiences. I did hashtag research and created a list of suitable hashtags for the business. I identified suitable time for posting and post frequency. I identified the best time to upload content and the most effective post frequency. I create a post schedule at the beginning of every month and upload quality posts and images consistently.
All the strategies indeed worked well. After 6 months of digital marketing and social media management services, the fitness center experienced a 59% growth in membership sales. Instagram profile follower grew from 0 to 7.8K and engagement on the profile is around 20-35 engagement per post. Now, they have immensely good brand awareness. Their offline business is successfully launched and established online. My client is incredibly happy with me and my team. Currently, we are providing digital marketing and social media (Instagram) management services to them.
I cannot share the digital marketing strategy document of my clients due to their privacy. But I’m sharing an example digital marketing strategy document with you, so you can understand what’s inside the strategy & its effectiveness.
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