Remarketing for gyms & clubs.
The competition for new members has never been more fierce. Ensuring that you have a comprehensive and multi-channel marketing strategy in place in order to generate enquiries and stand out from other clubs has never been more important.
There are of course lots of ways to market your club, however, if you’re not using remarketing as part of your marketing efforts, you’re missing a big trick.
Remarketing is a technique which allows you to show adverts to people who have already visited your website but who didn’t convert into an enquiry or become a new member (companies like Amazon and ASOS, for example, use remarketing really effectively and you’ll have no doubt seen this happen many times before – you look at a product on their site and you’ll see ads for that product and other similar products across other sites online once you leave their site. This isn’t by chance, this is remarketing in action). Implemented in the right way, remarketing is a very effective method of generating more enquiries and bringing new members into your club. New members who may well have ended up joining a different club.
More than 95% of users who visit your website leave without taking any form of action. They don’t get in touch with you, sign up or leave their contact details. More often than not, once they leave your site, they don’t come back – you won’t ever see them again.
But, there’s good news and this is where remarketing comes in. You see, remarketing allows you to communicate with the people who have been to your website in the days, weeks and even months after they visited your website as they come closer to making a decision about signing up to a new club.
And there’s even more good news…
…most clubs don’t implement remarketing activity as part of their strategy which means – for those clubs that do choose to use the technique – it serves as an extremely effective way to stand out from your competition and build stronger relationships with people who are actively looking for a brand new gym or club to join.
Most people who visit your website each day don’t make an enquiry of any kind. They might be researching what clubs exist in the area, they might not be able to find the information they’re after or they might just get distracted because someone’s just rung their door bell. Ultimately though, regardless of the reason, they leave your website without taking action you want them to take.
In 2019, in this industry, an average customer journey doesn’t exist. The journeys new members take when looking for a new club are non-linear, unique to each individual and can be very long. However long or short that journey is though, it takes a period of time – a period of time in which you can communicate and re-engage with a potential member at various different stages and places throughout that journey.
Because remarketing only targets users who have previously been to your website, it means that there’s an increased likelihood of them being in-market for a new club to join.
Why does it work?
Remarketing works for a number of fundamental reasons…
1. It increases brand awareness by delivering continuous exposure of your brand, facilities and offers during a member’s buying journey. These people have already been to your website which means there’s a good chance that they’re interested in what you have to offer
2. It increases return visits to your website. The vast majority of people who visit your site for the first time don’t convert into enquiries or sign ups. When a user visits your site for a second, third, fourth time etc., they’re typically much closer to making the decision to join a new club. Therefore, on average, they are more engaged and are more likely to become members than someone who is a first-time visitor to your site. The long and short of it; if you want to generate more enquiries and members, you need to increase the number of return visits to your site and remarketing was designed for this very reason.
3. It’ll help you to improve the ROI on your marketing investment. Persistence definitely pays off in this industry. There’s so much choice and competition for your target audiences that it’s never been more critical to do whatever you can to stand out. To add to that, your prospects’ attention is so easily diverted by everything else that’s going on in their lives. As club owners, you have to accept that. In order to maximise ROI on your marketing investment, you need to continuously re-engage with potential members throughout their consideration process to increase new member sign ups and revenue.
There are a range of ways and online channels which you can use to run remarketing campaigns for you club, from Display Remarketing through the Google Display Network to Facebook and Paid Search. If you want to know more about remarketing and how best to use it to grow your member numbers, don’t hesitate to get in touch – a member of our team will be happy to help.
So, how does remarketing actually work?
If you would like to know more about using remarketing as part of your club’s overall marketing efforts, don’t hesitate to get in touch, we’d love to help. You can contact us by clicking here.