We interviewed Rita Franchina, a digital marketing consultant from Franky Digital, on The Business of Fitness Podcast.
To explore the effectiveness of marketing strategies across various budget levels, we set Rita a challenge: devise seven distinct marketing strategies for gyms based on monthly budgets of $50, $200, $500, $1,000, $2,500, $5,000, and $10,000. Here’s how Rita recommends navigating these budgets to maximise marketing impact.
$50/month: Laying the Groundwork
With a minimal budget of $50, the focus should be on enhancing your gym’s online presence without spending much. Rita suggests:
- Claim Your Google My Business Listing: Ensure your gym is listed accurately on Google.
- Create and Maintain Social Media Profiles: Establish profiles on major platforms like TikTok, YouTube, and Instagram, even if you don’t plan to use them immediately.
- Post Strategically: Share tips, behind-the-scenes content, client stories, and testimonials to build engagement and brand mentions online.
$200/month: Building on the Basics
Increasing the budget to $200 allows for enhanced strategies:
- Improve Referral Programs: Offer incentives for referrals to increase word-of-mouth marketing.
- Promote Events: Use a portion of the budget to promote events like free workshops or outdoor classes via Facebook events.
- Continue Organic Engagement: Maintain consistency in posting and interacting with your audience.
$500/month: Starting Paid Campaigns
At $500, it becomes feasible to start incorporating paid advertising:
- Google Ads: Allocate around $250 to Google Ads for targeted campaigns, focusing on specific services like corporate wellness or outdoor classes.
- High-Quality Content: Invest in creating quality content if available, otherwise, prioritise organic engagement.
- Monitor and Optimize: Keep an eye on click-through rates and conversions, adjusting strategies as needed.
$1,000/month: Diversifying Efforts
A $1,000 budget allows for a more diversified approach:
- Split Budget: Use funds for both Google Ads and Meta (Facebook and Instagram) campaigns.
- Retargeting: Implement retargeting strategies to reach users who have previously interacted with your website.
- Email Marketing: Build an email list and start sending regular newsletters using tools like MailChimp.
$2,500/month: Professional Assistance and Automation
With $2,500, it’s possible to outsource more tasks:
- Hire a Freelancer: Get a professional to manage your ad campaigns and content creation.
- Implement CRM Software: Use customer relationship management tools to automate email and SMS marketing campaigns.
- Explore New Platforms: Consider advertising on LinkedIn and TikTok, depending on your target audience.
$5,000/month: Advanced Strategies
A $5,000 budget opens up more advanced strategies:
- Professional Photo and Video Shoots: Invest in high-quality visual content that can be repurposed across multiple platforms.
- Comprehensive SEO: Improve your website’s search engine optimisation to enhance organic traffic.
- Enhanced Ad Testing: Conduct A/B testing with various ad formats and placements to determine what works best.
$10,000/month: Full-Scale Marketing Operations
At $10,000 per month, you can significantly scale your marketing efforts:
- Outsource and Delegate: Hire professionals to handle different aspects of your marketing, from content creation to ad management.
- Advanced CRM Tools: Implement sophisticated customer relationship management systems to optimise customer journeys and lead nurturing.
- Influencer Partnerships: Collaborate with micro-influencers or local businesses to expand your reach and build brand credibility.
Rita’s expertise in digital marketing provides a clear roadmap for gyms looking to optimise their marketing strategies across various budget levels. By focusing on building a strong online presence, engaging with the community, and leveraging professional help when possible, gyms can effectively market themselves and attract new members. For more insights and to connect with Rita, find her on Instagram at @Franky.Digital or email her at rita@frankydigital.com.au.
