During the last two years the game have changed for the Fitness Industry, too.
To meet the new customers needs we created the first online platform in Bulgaria for home workouts.
- Video on demand (VOD)
- Live streaming
- Online test for personal workout plan
If you run a health and fitness business, you know the importance of inspiring people to lead a healthier living.
Most people who start business in health and fitness industry are personally engaged to fight against health problems and unhealthy behavior. It is not just a job for them, it is a mission to encourage people to lead a healthier living.
Our mission in Art Ef Com is the same, that’s why we are sharing with you 3 approaches that will help you to inspire people to live in a healthier way.
1. Use positive health messages – they are more inspiring than fear-based messages.
For example – in an attempt to motivate people to exercise more, avoid messages that could shamed them and make them feel “less-than”.
When you coach someone to make healthier lifestyle choices the outcome will be better if the message is positive and hopeful. The carrot is a better motivator than the stick.
Most people who are stuck in unhealthy behavior already know what’s wrong and what they need to change. What you can do for them is to provide valuable information that they can easily find out when they are ready.
2. Give issue-specific motivation – unhealthy behavior occur in context
The behavior is complex and the factors that influence behavior occur on different levels: individual, interpersonal, environmental.
If you identify the different types of reasons of unhealthy behavior, you will be able to personalize your communication by specific needs of your audience. This will help you to motivate and guide people by their specific health issues rather than offering broad, overarching support.
3. Lead by example – your example
The best reason you can give someone to start a journey toward a healthy lifestyle is doing it yourself.
Share your healthy lifestyle in blog post, on Instagram, Youtube or other social media and let people see how your habits help you.
You cannot make successful business in health and fitness industry, unless a little bit of you goes into it, be it your heart, your soul or your beliefs. People will recognize and appreciate if you are not just doing a job, but expressing your beliefs.
You are someone with the chance to change the world and inspire large audiences.
You could inspire people to lead healthier living through your personal story presented by positive targeted communication. To achieve this goal – find out how to use content marketing.
Learn how to attract and retain more clients by using content marketing in your beauty business.
Whatever type of business in beauty industry (skincare, makeup, nails, salon or SPA) you’re managing, you can increase your sales using this content marketing strategy.
Step 1 – Set up your beauty business goals.
Defining your goals is going to give you direction on the type of content you should create.
Here are a few examples:
- Increasing brand awareness
- Generating more leads
- Increasing conversions
- Increasing sales
- Increasing loyalty (retention, engagement)
Step 2 – Research your audience
Understanding your audience will help you to generate content that it wants or needs to hear.
Let’s say your service is postnatal skincare procedure. Do you know what problems and challenges your ideal client faces? They probably barely find time for their own health and skincare regime. So, it will be appropriate if your proposal is around rest and relaxation, rebuilding beauty confidence, or time-saving services and tips.
Step 3 – Identify your message, tone and style of communication
The content you’re creating will have to be aligned first with your ideal client needs or problems and second with SEO guidelines.
Think about the subject your client will be looking for – dry skin, beauty products after 30, natural cosmetics, and so on. This can range from frequently asked questions about the beauty services or products, to the specialty of your beauty brand.
You can provide information that will educate your current and new clients on symptoms, understand possible treatment, and offer healthy living encouragement.
Create a short list of keywords that captures the essence of what you want to communicate.
To differentiate your beauty business:
- Approach your topic from a different angle than other companies;
- Think about your tone and style of communication – what you say and how you say it;
- Design your unique brand storytelling of your beauty business.
Step 4 – Find the right content channels and create an editorial calendar
Do you have a blog? Or you prefer to create video content for Youtube? We advise you to have diversity in your communication channels.
How to choose the right social media platform for your beauty business? Check your Google Analytics account to find where your audience is the most active. Focus your attention on the most successful social media platforms for your content marketing.
The key is to deliver content consistently over a long period of time.
Whatever formats and channels you choose, beauty content marketing will be effective if you publish content consistently.
An editorial calendar will help you to plan your content by topics, channels, format, etc. The amount of posts can be different per different social media.
The editorial calendar will help to track the success of your content.
Step 5 – Measure and analyze your results
To turn your readers into buyers can take a long time. Be ready to test and learn with different type of content.
The statistics of each one of your posts, videos, and articles will help you to measure the performance of your content strategy. You can use Google Analytics, the feedback from your audience.
By analyzing your result, you can change parts of your strategy as your go, so your communication can be more effective. Content marketing can improve your beauty product or service search results and reduce the cost of a lead.
Today’s consumers want more information about the beauty products or services they’re purchasing. With content marketing you will introduce all this information that is useful for them – beauty and skincare ingredients guide, anti-age tips, skin check, beauty advice, face yoga etc. That is why content marketing is such a successful tool of promoting beauty products and brands.
Do you need consultation to create Content Marketing Strategy for your beauty business or to measure and analyze its results? Feel free to contact us using the form below.
Generating traffic to your fitness or gym website is only the first step of the conversion funnel. The next goal, which is essential to the fitness business result, is to get your visitors to take action – fill out a form, make phone calls, book place for your training or buy membership online.
Here areto convert leads online:
People increasingly expect fitness and healthcare services to speak directly to their individual needs. They will visit your web site because they are looking for answers. If you want to make them stay, return or convert, provide them with the necessary information to the point and in brief.
You can clearly explain how your fitness, gym or healthcare club will solve their problem by listing its benefits. It is proven that customers will remember up to three features of your services even if you describe ten (but which three of those ten depends on the unique customer).
It is good to use testimonials on the landing page in order to build trust. You can also provide additional value as incentive to fill out the form – bonus, discount, free visit, postpone option for the membership start date.
Conversion process must be quick and easy. Your customers should not try to figure out how to buy or where to click. Provide a form as simple as possible and clear call-to-action for optimal results. Positioning conversion elements above the fold will prevent long scrolling. In terms of conversion elements, which include form, buttons and links, it is better to use buttons, because they are more clickable, especially on mobile devices.
Do not distract your users with too many options. The landing page should be focused on one specific action, because if you give your customers more choices, it will be easier to choose nothing.
By creating “Thank you page” you can engage the user with the next step and build a long-term relationship. You can offer to them related fitness services and products or content, to invite them to follow your pages in the social media, to visit your blog or to subscribe to your newsletter.
And the key factor for increasing conversion in your gym website is to keep testing. Test different call-to-actions, an alternative page layout, simpler navigation, better content and even offer to find which one performs best. Find what works for your fitness brand and for your customers.
Need help for your website landing pages? Contact us at firstname.lastname@example.org or using the contact form below.