In the age of contents being dressed up for the web, to be found on the net, is a winning strategy that not yet all managers of fitness centers have grasped or at least have not yet given the right weight and importance.
What if we were to tell you that a tool to transfer content, expertise and showcase the strengths of a fitness centre has existed for some time?
A blog, what it is and why
There are many blogs that deal with fitness and wellness, some for swimming, some for outdoor activities, some give useful tips for a healthy lifestyle, others aim to improve the performance of a specific sport. Of course, you may be wondering: how can you benefit a gym just by posting content on various topics?
Let's try to answer this question with another question (forgive us) to be addressed to managers, industry managers and sales consultants of a Club.
There is certainly a difference between a "cold" contact and a "hot" one, a difference that is palpable and evident in every business sector, not only in fitness and wellness.
Three significant advantages
The first of all is to become a media hub, so open your own channel to communicate, write and put into play knowledge and professionalism without having to pay more for advertising space on other websites (unless this is part of a broader web marketing strategy).
Another advantage is to be able to activate services effectively linked to a target of people who normally do not come to the gym: the sedentary types, thus being able to give wings to the imagination to create paths of well-being of all kinds: with the advice of the nutritionist, with online coaching, with personalized training. All fantastic ideas but that will hardly work if communicated only internally to the club and if you do not give the right time to people to go deeper on particular subjects.
Finally, a big advantage of the blog is the ability to accumulate a large number of posts and articles to remain available to web users. Think about it, an article written today will remain online and can be read by a user in a year, converting that user into a contact who has then subscribed.
Converting a Blog
By conversion we mean pushing a web user, nurturing them and giving them content they want to read, to carry out an action that can be linked to the Club:
1. Blog channel subscription,
2. Subscription to the newsletter,
3. A comment to a post,
4. Download a free document,
5. Share an article.
Workout schedules for blog posts
2. Choose your own team of "writers", usually a blog that publishes more content per month is built with more bloggers, then a multi-editor channel where the need will arise to coordinate them as well as give them time to get used to writing;
3. Create your own audience, your own audience that will inevitably grow day after day;
4. To find one's own constancy in the publication and one's own strategy that can allow one to "nourish" one's audience, i.e. to give the possibility to deepen topics, download contributions, leave feedback;
5. Build a list of target email contacts, starting from the most trivial evaluation, i.e. from which article the contacts come;
6. Analyze which articles work and which are not read in order to evaluate the changes, total or partial, of textual contents.
These are skills that a club highlights on a daily basis in the field that become transported through a web channel to be able to appear and nourish other “new” contacts.
A conversion could take place thanks to an article written 6 or 12 months earlier thanks to contents that It will not be difficult to find