Marketing personalization is becoming more popular among brands in practically every industry, but fitness brands have exceptional potential to take advantage of the strategy. The main idea is simple: Tailor your fitness brand marketing and advertising efforts to target people on an individual level, rather than mass-marketing to an entire group. The best way to understand it is to look at examples of how companies have used personalization successfully in the past.
So, why is this approach so valuable for fitness brands, like gyms and personal trainer services, and what tactics can you use to implement it?
Why personalization matters to fitness brands
There are three big reasons fitness brands, in particular, should consider personalization in their marketing campaigns:
1. Goals, perspectives and body types
Fitness comes in many forms, so you’ll undoubtedly have customers whose goals differ significantly. Some of your clients will be interested in losing weight, while others will want to build muscle. Some want to exclusively focus on training and exercise, while others want to learn about nutrition. Some are elite athletes looking to maximize their performance, while others have been couch potatoes for years and are looking to turn their lives around.
The fitness industry is worth more than $83 billion. That’s a lot of competition to contend with. If you use the same general, mass-market strategies that your competitors do, your prospective clients won’t have a reason to see you any differently.
3. Identity and belonging
Personalizing your campaign also allows you to help your customers create identities for themselves, and foster a sense of belonging with your brand. This advantage best plays out over the long term; customers who feel a sense of connection to their fitness brand are more likely to follow through on achieving their goals, resulting in more revenue and better reviews you can use to gain more clients in the future.
Personalization tactics for fitness brand marketing
So what strategies can fitness brands use to personalize their marketing campaigns? Here are nine:
1. Explore and understand your customer personas
Before you can start effectively personalizing your marketing campaign, you need to know what types of personalities you’re dealing with. Use market research, surveys and interviews to generate a comprehensive list of client personas you’ll be catering to. For example, you might have the modern mom trying to lose weight while maintaining a career, or the college stud trying to build muscle to look good for summer. Each of your personas will have different goals, needs and philosophies, which you can use to guide your campaign choices.
2. Categorize, tag, and organize your content
For most fitness brands’ online marketing, everything starts with content. Accordingly, you’ll need to work through your existing content and produce new pieces with personalization in mind.
Categorize your content based on the persona they’re targeting, and tag them with as many descriptive names as are relevant.
Then, make it easy for your different customers to access only the most relevant content to them, and be prepared to use these content niches in your other strategies, including email marketing.
Editor’s note: Check out GoDaddy Email Marketing to help you reach more customers.
3. Segment your email lists
One of the easiest ways to start personalizing is to segment your email lists. Separate your email subscribers based on their age, sex, goals, level of interest in your gym, personal training history, or any other significant variable you can think of. This will help you create and send emails that apply only to the people receiving them, making your brand seem far more relevant to each recipient.
4. Call customers by name
People hate getting emails with stock subject lines or opening greetings that feel insincere. You can overcome this problem, at least partially, by including the names of your recipients in each email you send out. Most email marketing software allows you to draw from variables in your list such as [First Name] so it appears dynamically for each email.
5. Make dynamic recommendations
Consider making dynamic, personalized recommendations on your site, based on products a customer has purchased before or content they’re reading. At the end the article, you can recommend products or services relevant to the core content. For example, an article on bulking up could feature links to your protein supplements, or an article on gym etiquette could link to your membership page.
You can also send emails recommending products to customers based on their previous purchases, though this requires an extra degree of automation.
6. Offer goal tracking or interaction-based praise
People interested in fitness want to feel recognized when they’re making progress toward their goals. Use online goal trackers, or keep track of personal information so you can give individuals automatic praise when they accomplish something. For example, you can reward them if they log onto your app every day for a week, or congratulate them when they’ve been a member of your gym for a year.
7. Create custom landing pages
Landing pages work best when they’re highly relevant to the visitors reaching them; in other words, mass-marketed landing pages don’t work nearly as well as those with a personalized focus. Create a specific landing page for each of your target customer personas, and only use links to that landing page when marketing to them via email, ads, or social media.
8. Get personally active on social media
Speaking of social media, your social presence is a key opportunity to reach your customers on an individual level.
Respond to any questions they have publicly and engage them directly in conversation.
Making a personal connection here can win you a follower for life (and improve your brand’s reputation for one-on-one interactions).
9. Keep collecting data
No matter how much you think you understand about your target demographics, you can always learn more. Keep collecting consumer data through purchases, interactions, surveys and interviews so you can build your customer personas more elaborately and accurately.
It’s almost impossible to personalize your fitness brand marketing strategy on your own, since it would take manual effort on a massive scale. But with the right email marketing and automation tools, everything becomes easier. GoDaddy offers a suite of email marketing tools for this purpose, so you can reach your customers on a more personal level, and stand out from your fiercest competition.