In my last few posts, I’ve talked about how you can build out personas, maximize your website, optimize your inquiry forms and increase the effectiveness of your email marketing. All of these “to do’s” begin to make up a successful marketing strategy for your gym. Now I’d like to move onto a topic that I probably hear the most push back about – gym blogging.
I know what you’re thinking. “I’m not a strong writer.” “I don’t think I have anything to say.” “Why would anyone care what I have to say?” Before you start to think of a bunch of reasons you shouldn’t blog, here are four reasons you need to start typing out your next blog.
1. Blogging makes your gym website easier to find
You know what happens when your gym website is more ‘findable?’ You get more visitors. And then you get more inquiries. More inquires lead to more paying gym members. Who doesn’t want more gym members or students?
That’s the quick answer, but to dive into this “more blogging equals more website visitors” equation, here’s what this means.
Your gym website may have lots of pages of useful information, particularly if you took the tips offered in the maximize your website effectiveness post that was mentioned earlier. But, it is unlikely that you update or refresh those pages very often. Google rewards websites with fresh content. Every time you write a blog post, it is one more indexed page on your website. This queues up the gods of search to reward your gym website by sending it more visitors since you have new content. Voila – more visitors!
2. Blogging helps you get discovered on social media
Every time you write a blog post, you’re creating something that can be shared on the social networks your target audience is on. I personally share at least one interesting article on marketing, fitness or other causes I care about on my social networks at least once per day. Every one of these posts then reaches my social network and then can be re-shared by Twitter followers, Facebook friends or LinkedIn connections. Think about the opportunity if you supply this kind of content to your members, who then share with their friends and on and on. Potential members or students who may not have heard about you otherwise now know about you and your gym.
3. Blogging provides another way for website visitors to become inquiries (and then members)
Each gym blog post that you write is a chance for you to convert a website visitor. Make sure that you have an inquiry form on each and every blog. In marketing speak, this is a CTA (call-to-action). A solid CTA could be something like “Learn more about how you can transform your fitness routine. Contact us today.”
4. Blogging establishes you & your gym as THE expert in your space
As you write more blogs about topics that your audience wants to learn about, you’ll establish yourself (and your gym) as an expert in your space. Although this authority is what I refer to as a “squishy-er” metric, it still means a lot. As the result or your establishing credibility more and more potential gym members will share your content.
If you’re stuck for ideas, here are some solid fitness and non-fitness blogs you can use for inspiration: