Only 49 percent of gym owners paid for digital advertising in 2023, despite the fact that the most profitable gyms are running paid gym ads. This is according to the 2023 State of the Fitness Industry Report from Two-Brain Business, in partnership with PushPress. So, why aren’t more gyms running ads?
Of the 13,000 gym owners surveyed, those who weren’t utilizing paid ads cited either a lack of skill or poor quality of leads after running ads in the past. Ultimately, shying away from paid gym ads for various reasons might be costing these gyms potential revenue.
So we reached out to a gym owner whose paid ads strategy has helped his business grow exponentially. Rudy Trevino is the owner of Fit Stop CrossFit in San Antonio, TX. Trevino then put us in touch with the man behind the magic of his paid gym ads, Jonathan Enders. Enders shared some real-world tips for gym owners so you can start creating your own successful strategy.
Important Steps for an Effective Paid Strategy.
1. Do Create an Actual Plan.
Enders started by explaining that there’s a world of difference between having a plan and turning on some ad words to see what happens.
He suggests creating a three-step paid gym ads campaign to see how many leads you can capture, and then nurturing those leads effectively. Here are his recommended three steps:
- Define your goal or objective for the ad. This could be a generic goal, like getting more leads. Or it could be specific, such as promoting a new class, like 55-plus or youth fitness.
- Run general awareness ads toward your goal. Then send all leads to a landing page.
- Create retargeting campaigns. (See step #3 below for more info about retargeting ads.) First, retarget everyone who went to the landing page but didn’t sign up. Second, retarget anyone who clicked through to the form but did not fill it out. And finally, retarget those who filled out the form but without a discounted promotion.
Pro Tip: PushPress Grow can nurture your leads effectively through the power of automation to save you time and drive revenue! Learn more by booking a demo with our team today.
2. Do Solve Your Customer’s Problems.
Enders refers to this tip as telling his clients to “Be Yoda.”
In other words, for all the Star Wars fans out there, pretend your gym is Yoda and your customers are Skywalker. Your goal is for your ads to show prospective members how you can help solve their problem. Show them that you care, be personable and allow your brand voice to shine in presenting the solution.
3. Do Focus on Retargeting Paid Gym Ads.
Instead of solely focusing on new leads to attract, retargeting campaigns can be a powerful option for paid gym ads. Enders reminds gym owners that just because someone sees your ad once and doesn’t act, doesn’t mean they’re not interested. In fact, it can take weeks, months, sometimes even years to nurture leads to the point of action.
Consider this: Once a prospective member expresses interest, life events might be probative to joining your gym in that moment. But retargeting campaigns can help prompt them over time to reengage until they’re ready to become a member.
4. Do Test Your Content and Listen to the Data.
Trial and error - along with a side of patience - are the key to finding out what works and what doesn’t. That way, you can double-down on the things that help with gym growth, and abandon those that don’t.
Ultimately, the data doesn’t lie. Track the key gym metrics from your paid gym ads means you’ll be able to see which content appeals to your prospective clients. Here are some important engagement points to measure:
- Exposure. Keep track of who’s coming to your site or seeing your ad, but not taking action. This can be done via tracking codes and GTM tags so you can retarget them later.
- Effectiveness. You should also track click-through-rate, cost-per-click, conversion rate, cost per conversation, link clicks and landing page views. These things will help you determine the effectiveness of your ad and your landing page.
- Demographics and Interests. It’s also a good idea to gather as much data as possible about the people inside your gym. Track demographics like age and gender. Also find out what made them join or held them back from joining at first. This data can help you formulate future paid gym ads that speak to the people most likely to take action.
5. Do Dabble with Lead Magnets.
It’s one of the most effective - but underutilized - options in a gym owner’s marketing toolkit. Lead magnets can help you increase lead generation, boost sales and level up your overall strategy.
A lead magnet is a freebie or service given in exchange for a lead’s contact information. Also referred to as gated content, lead magnets require info in order to gain access. A few examples include trial subscriptions, consultations, samples, guides or newsletters. Basically, you give something away to entice sales leads to voluntarily provide contact or demographic info.
Things to Avoid in Your Paid Gym Ads Plan.
1. Don’t Make Offers Challenging.
When it comes to your paid gym ads offer, the Golden Rule applies. You wouldn’t want to have to jump through hoops to take action, so don’t make your leads do that either. The fewer steps it takes for prospective members to join your gym, the better. If the process is complicated, it might deter people from taking the first step.
2. Don’t Use Negative Language.
Fitness, nutrition and wellness are often emotional for people, especially for those who are struggling looking with declining health. Therefore, it’s important to be encouraging and empathetic when writing the copy and crafting an offer for ads. Do your best to overcome intimidation and avoid negativity or judgement.
3. Don’t Forget that Each Platform is Different.
Think about the way you consume information on various platforms. Facebook and Instagram tend to be for scrolling, so ad content should be designed to capture attention.
On the other hand, people searching “gyms near me” on Google are ready to act and looking for something extremely specific. Therefore, ads should be clear and direct, compelling them to act now.
Enders offered three quick tips for paid gym ads on Google:
- Be solution-based. Remember, people are using Google to look for a solution. So create problem-solving ads that make it easy for them to find the info they’re searching for quickly.
- Design a clean landing page. Your ads should take leads to a landing page that loads fast and has minimal distractions. It should include a compelling headline, clear purpose and simple CTA (call to action).
- Embrace AI: As Enders says, “AI is taking over the world.” And it’s becoming more and more important when it comes to Google Ads. He recommends challenging yourself to read at least one marketing-related AI article each day to keep up with the technology.
4. Don’t Turn to Paid Gym Ads Because You’re Desperate.
Just like fitness, marketing and advertising are about consistency. Similarly, being desperate for results isn’t the road to success. The best path is to create a marketing plan that will get you business now, and consistently, and trust the process.
Remember to use supporting tools like SEO for your gym’s website, a blog, newsletter campaigns, etc. All of these things can work together for the long-term success of your marketing.
5. Don’t Mislead Your Customers.
Finally, Enders said to avoid click bait or anything that might be misleading to leads. For example, if a potential customer finds out you misled them on something like pricing, not only will they not join, you’ve likely damaged the relationship for the future, too. Therefore, design paid gym ads to be clear, honest and helpful for their goals. You’ll be able to over-deliver on expectations and build brand loyalty for the long term.
In Summary: Paid Gym Ads Can Be a Powerful Strategy.
Advertising online can seem overwhelming at first. But with the right strategy, your paid gym ads can help to increase gym revenue and brand awareness.
As Jonathan Enders suggested, create an actual plan that aims to solve your prospective members’ problems. Use retargeting instead of always focusing on new leads. Test your content and listen to the data. And experiment with lead magnets as well.
There are a few things Enders suggests avoiding in your paid gym ads. Don’t make offers challenging or use negative language. Remember that each platform is different so don’t create the same content for each. Never turn to paid ads in desperation and don’t mislead your customers.
Follow these simple steps to provide value to your prospective clients and enjoy the benefits that advertising online can bring to your business.
