4 Strong Ways to Boost Exposure for Your Software Business

We can all agree that the inbound marketing way is the strategy to promoting your Software business online. From social media to SEO, visuals, email, and PPC, these are the best channels to attracting qualified prospects and customers to your brand. However, with so many pieces to the digital marketing puzzle, trying to “do it all” can prove to be an overwhelming, daunting task. Especially as a startup or one that is rebranding with a new product, the challenge of knowing which techniques to focus on to create fast results can be frustrating.

We have compiled four simple, yet highly effective, inbound ways to generate more exposure to your software business

By focusing on these tactics, you will increase awareness, traffic to your website, leads, and better your thought-leadership.

#1 Bolster Your Blogging Strategy

Developing a well-thought-out blogging strategy not only positions you as an expert in your software niche, but it draws needed exposure to your brand. You see, 71% of business bloggers say their blog increased visibility in their industries. Also, companies who blog regularly have 434% more indexed pages than companies who do not (Source: Search Engine Land). They also generate more leads and sales.

Use your blog to educate your audience on the problems you solve as a SaaS business. Consider the common issues and questions your market has and address them via your blog. Additionally, publish blog content that highlights the features, benefits, and usability of your software.

The key to generating results from your blogging is consistency and ensuring that your topics resonate with your target audience. Use an editorial calendar tool to help you plan, organize, and schedule your content. The calendar will help you maintain a regular blogging cadence to boost brand awareness.

#2 Tell Your List

According to Forbes, email subscribers are three times more likely to share your content via social media than visitors from other sources. Your email list is your biggest fan, and they are waiting to hear from you to engage with your brand. Even if you have a small list or you are just starting out, keep your subscribers in the know when it comes to the development and promotion of your SaaS. Share your blog content and ask them to share it with their social networks.

One way to get your list involved is to extend a 2-week free trial offer of your software, so prospects get a real-life experience with your product. Send them a survey at the end of their trial to get feedback and reviews. This information can help you tweak and modify, so it aligns with your audience’s interest.

Also, continue to grow your list. Building your leads list is the safety boat of your business. With proper nurturing tactics, it is where the bulk of your sales will generate from. With 59% of B2B marketers saying that email is the most effective channel for generating revenue, it is important that you leverage assets like your landing pages, web forms, and blog posts to keep growing your sales funnel.

#3 Facebook Retargeting

Follow your website visitors everywhere with retargeting. Also called remarketing, this paid strategy allows you to place a tracking code on your site which will set a tracking snippet (or cookie) on the browser of those who visit your site. This tactic will position your ad content to “follow” recent visitors everywhere they go online. Retargeting is extremely useful in keeping your software brand “top of mind” long after people leave your website.

The same concept applies to Facebook retargeting. You will create custom audiences and tailor marketing content unique to them for better engagement. It is highly cost-efficient for your brand and is one tactic that should constantly be running to maximize traffic to your site and produce fresh leads.

#4 Host Live Webinars

Webinars are solid platforms to share a wealth of knowledge in a presentation-style broadcast. You significantly improve your thought-leadership as you delve deeper into topics for more depth and understanding. In regards to marketing your product, webinars provide an opportunity to demonstrate, share the features and advantages, and allow participants to see your new software firsthand. Answer questions live to boost engagement and give the chance for viewers to purchase at the end with the benefits they will gain from acting now.

Finally, a webinar is a great method to growing your leads as each participant must register with the name and email info to join your broadcast. Simply promoting your upcoming webinar to your social channels and list can foster new leads every time.

Following the suggested inbound marketing tactics will increase brand awareness and exposure for your software business. Focus on getting good at implementing two of the tips, test your results, then ramp up from there. The key is to stay consistent in your efforts to measure what's working and resonating with your audience accurately.

Ready to leverage a professional team to help bolster your inbound marketing strategy for 2017? Use the form below to reach out to us. We are equipped to help you step up your marketing game!


Challenges and Opportunities Present in Software Business & SaaS Marketing

SaaS marketing is a much more challenging endeavor for a software business than for many other types of businesses for some reasons. First, and foremost, there is no tangible, physical product for a customer to look at, observe and 'test drive.' To get potential customers interested in a software product, a software business often has to give away a free trial of the product to reap potential future business through a process known as customer onboarding. Also, some other factors pose unique challenges to SaaS marketing for software businesses among them:

  • Constantly changing software and product features
  • Extremely short sales cycle (generally a year or less)
  • Limited market for many types of software
  • Concept of selling a service more than a product


SaaS Marketing and Customer Onboarding

For most businesses, giving away the full product, even for a limited duration, at no cost would be suicidal. However, for software businesses, giving away the product for free is one of the most widely used and accepted SaaS marketing strategies. There are many variations of these free product model strategies such as:

  • Free 7-, 14-, 30-day trial periods
  • Freemium model (money is charged for proprietary features, functionalities, and other goods.)
  • Free Trial w/ a credit card

There are other strategies besides these three variations, but the one thing common to all of these strategies is the giving away a free software product version.

Once a potential customer has access to the product, the key role in SaaS marketing is to convert the customer using the product into a paying customer. On occasion, the conversion happens quickly if the customer sees real value in the product. However, many customers will delay making a decision until the end of the free trial period or just before the first charge on their attached credit card takes effect. Communication between the SaaS marketing personnel and the customer is critical during this time allowing the software business to determine what concern a customer has about the product, and what inducement could entice the customer to commit to purchasing it.

Extremely Short Sales Cycle

Whereas most businesses consider 12 to 24-month sales cycles to be typical or even accelerated, in the software business, many software products are obsolete even at the low-end of this range. SaaS marketing emphasizes rapid sales by finding customers who like the product and are willing to commit now. The fast, even transaction process of buying software is predicated on the inherent nature of the software industry. Software products evolve quickly over time, and it is not uncommon for six, eight or more versions of one software product to be released over the course of a year. A long and drawn-out sales process runs the risk of product obsolescence as demonstrated by the fact that the best, most efficient and comprehensive 2014 tax preparation software is useless in 2016. Therefore, SaaS marketing must focus on increased sales velocity to generate extra revenue and a larger customer base for a software business.

Limited Market for Certain Software Products

Smaller software businesses often focus on niche targets, either due to limited capital or to the nature of the software product itself. Marketing to this small market space allows a software business to specialize in one or two areas of expertise, recognize potential barriers to entry in this market and look for possible opportunities for future growth. SaaS marketing helps cultivate customer and business relationships allowing the software company to communicate with their clients and select a product roadmap that makes sense.

Concept of Selling a Service vs. a Product

The most critical concept to remember in a software business is that the vast majority of the business' revenue comes from its existing customer base. Under the tried-and-true 80%-20% rule, 80% of a business' future revenue will come from only 20% of its customer base. SaaS marketing plays a critical role in customer retention by emphasizing the concept as selling a service as well as a product. When creating a SaaS marketing plan, a software business should focus on the establishment of a fully integrated architecture combining a high-quality software product, with excellent service and savvy consumer marketing. When SaaS products of similar quality and price exist in a marketplace, promoting excellent customer service with even a personal touch or two helps a software business and its associated products stand out in a crowd. The primary goal is to a business is to have its SaaS speak for itself.

These methods will help software companies start or improve their marketing efforts to generate leads and build their branding. To gain further knowledge and expertise, contact us using the form below, and let us help you create a strong online presence.


Boxing Woman

Gym Marketing & Customer Retention: Keeping Members to Build Your Business

Gyms work to retain members, and fighting the "member churn" of people who come in and move out after a few weeks or months is a constant struggle. You work hard to develop a positive gym community and retain your members, but how do you grow your membership, and create a place where members are eager to evangelize on your behalf, to share that perfect spot to work out with their friends, co-workers, and family members? Is your gym membership retention where you want it?

Writing in the Harvard Business Review, Peter Bregman recounts a bad experience that he had with a gym membership from an expensive gym facility. He had a critical insight about his experience, and his gym treated him that applies to nearly any gym:

"My gym made a critical mistake — it treated me poorly. After that incident, my feelings about the gym changed dramatically." In a luxury business, it does not take much to make someone resent the fees he pays. Moreover, once that happens, the business dies.

It seems clear from Bregman that keeping a customer means building a positive relationship with him or her. While he does not name names in this article, you can bet that he told his friends and family about the outrageous way he felt that his gym treated him, thus poisoning any chance this gym had with attracting these people as new customers.

This is the essence of two suggestions given by Athletics Business in a recent article on gym membership retention. The key to retention is in two areas: 1. Being proactive in reaching out to members, and 2. Creating fun and focused spaces for social interaction.

request consultation header

Retaining Members Means: Reaching out to Members!

Keeping a gym member is easier than finding a new one. To make sure that you keep those members that you have, you must also ensure that you remain in contact with them. Be willing to reach out to members who have gone recently inactive. If you have not seen a member within 21 days, consider contacting them to find out what's been going on in their lives that kept them from working out recently. Knowing that an individual member matters on a personal level can help retain that customer.

Beyond this, be sure that you and your staff are always prepared to deal with problems customers have, and that you make yourselves available to your members. Particularly important in smaller gyms, showing that the owner and the staff use know the facilities and clearly care about their customers goes a long way to making gym members feel connected and relevant to the gym community.

For many people, a gym is a social meeting space, where friendships and relationships outside of work or family take place. Owners and gym employees should engage with whatever community they serve to encourage these social bonds. The simple action of front desk staff greeting members and, whenever possible, knowing them by name, can go a long way to making new members feel welcome, and to help integrate them into your gym's fitness society. Sharing pictures and videos of member's exercise successes -- a photo of that successfully completed early morning spin class, a video of that weightlifter setting a new PR, that picture of the Tuesday afternoon swim aerobics class members smiling and chatting with each other -- on an official Facebook page or Instagram allows your members to share their positive gym experiences with friends and family, and helps your community to grow outside the physical walls of your business.

Creating Active Social Communities Inside the Gym Matters!

Larger gyms may have dozens of themed classes that meet in a week, smaller gyms may have a few personal trainers that work with small groups, but whatever the setting and whatever the size, your gym can benefit from fun, interesting exercise groups for members to join. Not only will your members be building muscle, but they will also be building interpersonal relationships with other members and with the staff member in charge of the group. When exercise becomes a physically challenging social activity, it becomes natural for your customers to want to include their other friends in their early morning spin class or evening boot camp.

Even helping to organize informal groups not run by a personal trainer or other staff can help to foster this sense of community. People in a new gym in a new town will often be looking for a workout partner, someone they can meet with regularly to get encouragement and inspiration from, as well as someone to vent their workday frustrations to. Facilitating a workout partner search for new members, or going the extra step to introduce new members to other members with similar exercise interests can plug newcomers into your existing gym social structure, making them more likely to stay in the long run.

Successful gym marketing starts with establishing positive relationships with your members. The more they want to go to your gym, the more others will want to go with them. Let Harness help you create a supportive, reaffirming gym culture. Contact us today to find out more.

Video Marketing Statistics - 2016 and it's Benefits

Video marketing is rising at an alarming rate. Consumers connect through mobile devices and are more apt to watch a video than they are to read an extensive blog. It's important to incorporate video into all of your marketing aspects and know how they affect your audience. The following statistics are according to an article on Hubspot:

Increase in Conversion:

    • Video in an e-mail leads to 200-300% increase in click-through rate.
    • Including video on a landing page can increase conversion by 80%.
    • YouTube reports mobile video consumption rises 100% every year.


Who Uses Video:

    • 65% of US marketers plan to increase their mobile ad budgets to account for video.
    • 96% of B2B organizations use video in some capacity in their marketing campaigns of which 73% report positive results to their ROI.
    • 22% of U.S. small businesses plan to post a video in the next 12 months.

User Interactions:

    • 90% of users say that product videos are helpful in the decision process.
    • 80% of viewers recall a video they viewed in the past 30 days.
    • 36% of online viewers trust video ads.


  • By 2016, video ad spending will reach 5.4 billion.
  • Video ads make up of 35% of total online ad spending.



    • Enjoyment of video ads increases purchase intent by 97% and brand association by 137%.
    • 59% of executives would rather watch a video than read text.
    • The average user spends over 16 minutes watching online video ads every month.

As small business' become aware of the growth potential using videos in their marketing strategy, they must also know where video marketing is headed.

The article on Forbes by Jason DeMers, 5 Video Marketing Predictions to Guide Your Content Strategy offers some insight into video marketing and where its outlook in formatting and presentation are headed. Some of the projected observations are the following:

  • Videos will become shorter and more concise. "...as the market becomes increasingly populated with video content, the shorter, more concise entries will start to stand out more."
  • Live streaming and virtual reality will merge, and it's believed they will develop together. For businesses catering to outdoor sports, this could mean allowing your users to “virtually” attend learning sessions about safety or initial meet and greet in readiness for an excursion.
  • Videos will be used for more than just information. Currently, a video is used as a 'content medium,' such as how-to's, and tutorials. However, it's quickly spreading that video can be utilized for much more, such as face to face encounters or exercises in improving communications.
  • Videos will become more personalized. Companies are moving toward catering to individuals' particular needs and giving specific attention to those within their audience.

Your business will only grow with video marketing. With having the knowledge of the above statistics on how video marketing will affect your audience, and how videos will further develop in the future, your business will have an edge for your marketing processes and leads to your sales funnel. Contact Harness Consulting today for more information.

Five Tips for Efficient PPC Management

PPC, or pay per click advertising, is a mainstay of effective internet advertising that has benefits for the advertiser and the advertisement host alike. Under PPC, advertisers only pay for each click an ad receives. While sites hosting the ads receive payment based on the frequency of clicks. This process helps hosts gain revenue that is tied directly into audience response to the ad while helping advertisers limit ad expenditures to only those ads that get results.

However, to make the most of your PPC advertising, you need to keep a few simple PPC management rules in mind:


Not all search engines were created equally and should not be budgeted equally. An ad hosted on Yahoo will almost certainly not get the same number of clicks – or eyes – as the same ad on Google. Why is this important? When allocating funding for your ad program, you need to take this into account when determining which service will give you the greatest return on your advertising dollar. For instance, if you are running an ad on Yahoo and Google, don’t split your budget 50-50 between the sites. Your budget should reflect a realistic idea of how much cost each site will incur for the campaign. Realistically a 30-70 split should be more appropriate but will vary based on the quality or appeal of the actual ad and how efficient your search engine optimization (SEO) has been set up.

Allocate budget based on hard numbers: A corollary to the point above is to let actual conversion numbers guide your PPC advertising budget. Allow enough budget flexibility that if you see that one campaign is working better than another that you can direct more resources to that ad or ad campaign. However, all budget decisions made after a campaign is launched should be based on hard market analysis, not on gut feeling or personal preference of one site over another.



Be realistic about the challenges facing PPC advertising: Your PPC program is only as good as the management of your PPC program. There are some pitfalls that good PPC management can mitigate: rising cost of PPC due to increased competition and cost per click; managing hundreds if not thousands of keywords; the challenges of creating PPC advertisements that work in mobile browsers; and the ongoing battle with ad-blocking software. A professional, full-service digital marketing agency can help you overcome these hurdles.


Campaign Analytics is your friend: Many services such as Google AdWords can deliver very precise statistics regarding the efficiency of your campaign. Need to know which keywords are the most efficient? What time, the day of the week, or day of the month does your ad drive the most clicks? These services can extract this data for you so that you can fine-tune your ad campaign to deliver the most clicks at best time for your business – and your budget.


Don’t be afraid to narrow your niche to drive the right customers to your site: Few things irritate potential customers – and cost you lost PPC dollars – quite like a misleading ad word or SEO term that drives customers to an advertiser that is not what they seem. For instance, if your specialty is electric guitars, resist the urge to push just ‘guitars’ as a keyword. Customers looking for acoustic guitars will quickly flee your site, while you will be left holding the bag for wasted ad clicks. Ineffective PPC is a waste of the customers’ time and your resources.

At HARNESS, we offer a full range of digital marketing services designed to drive your business to the next level.

Contact us today to put our professional, full-service digital marketing experts to work for you to create the captivating content that you need to engage your customers.

Harness Consulting

Climbing Gym Marketing: Inbound Marketing Funnel

Take your business to a new level through proficient inbound gym marketing. Increase your day pass purchased, increase memberships, get your current classes to a new level of participation.


The digital marketing funnel infographic: winning new customers with marketing strategies

Inbound Marketing

Top of The Funnel

Introducing new prospects to the top of your funnel may include several methods, all of which are unintrusive but welcoming. It isn't about chasing after leads, but rather inviting those who are intrigued by your content. For example, your gym produces a video about bouldering that your site visitors who have never bouldered find interesting. They notice that bouldering is based on balance and strength, that you have a spotter close by and a thick crash pad for safety. They have considered trying climbing off and on, and by watching your video, they are highly intrigued and are interested to know more about bouldering.

After watching your video, they go to your website and fall into the top of your marketing funnel (Awareness). This video helps your prospects get to know more about climbing, and how being a part of it may support them to find a solution to a problem, or help them in a particular need such as needing a new form of exercise. These 'learners' at the top of your funnel represent 85% of your website visitors.

Middle of the funnel

About 10% of your site visitors come back as 'shoppers' to scout and learn more about your gym. While they are browsing, they find an article regarding climbing harnesses and shoes. This post goes over not only the thrill of the climb but important aspects of safety such as inspecting your harness. They become more curious and take a look at testimonials from your customers, the cost involved, the benefits, training, and everything a novice needs to learn.

Since they are close to reaching a decision, it is time to ensure that your social media portion of your marketing strategy is fully engaged. Instagram is mainly geared toward small business and will benefit your marketing. In fact, Small Business Trends posted an article stating 50% of Fortune 500 companies use Instagram for marketing. The article includes great information about the best times and days to post in order to secure the highest engagement from your audience.

Bottom Panel

The bottom portion of your funnel is about 5% of your website's inbound marketing traffic. These are the 'buyers' who need a summary to reinforce all the benefits of becoming a member. This may be a time to offer a new member promotion, or a free trial. By introducing them to the sport and by giving a brief introduction on the basics of footwork, different types of holds, and climbing with straight arms, you are able to build new climbers who are far more likely to make climbing a lifestyle

Your climbing gym is on the rise. Through inbound marketing tools such as videos, blogging, and social media, you will have great success in building your foundation in regular memberships, newcomers, and investigators.

Contact HARNESS today to get a wealth of information to assist you in marketing your climbing gym.

Landing Pages can make or break your marketing

Landing Pages Can Make or Break Your Marketing Efforts

Businesses that have achieved online marketing success typically have websites with several key components. In addition to responsive, user-centered design and good content that's genuinely valuable to their readers; successful businesses utilize good landing pages throughout all of their marketing campaigns. This is because good landing pages are the bedrock of effective inbound marketing.

Your landing page is often the first representation of your company. It's what your potential customers see when they click on a search engine listing, a social media ad, a PPC ad, a blog post, a Slideshare, or a YouTube video etc.

In fact, whenever you post informative content and a call-to-action like:

  • Grab your copy of this free e-book,
  • Join our list for free updates,
  • Consult with an expert free, or
  • Receive a 30-day free trial without giving your credit card number, etc.

Your readers should click through to a landing page, not the homepage of your website. If you send them to your home page, they might not know what to do; and even if they can figure it out, they likely won't have the patience.

Landing pages are pages that are tailor-designed to provide each individual reader with what they want, while also gathering the contact information you need to:

  1. Nurture the lead,
  2. Hopefully, convert that person into a customer
  3. Then, convert him or her into a long-term customer and brand advocate

Landing Pages can make or break your marketing

One of the Main Reasons to Start Working with a Digital Marketing Agency Today: 

"You only have 8 seconds to get your readers' attention online."

There are too many other websites and vendors competing for your readers' time. Give them exactly what they've come to your website for in a compelling way, and they will stay long enough for you to get a lead.

That's why landing pages are such a crucial part of your online sales funnel. When your goal is to attract only local customers, sometimes landing pages are the only part of your online sales funnel. For example:

  1. A potential local client sees your ad,
  2. They click-through to find the exact information they're looking for, (who you are, what you do, why you're qualified to solve their problem and a simple offer or a basic call-to-action).
  3. They contact you, and
  4. The person-to-person sales process begins

Many experts believe that good landing pages are the most crucial part of most sales funnels. They also recommend A/B testing several different landing page ideas and using the most effective one.

When you're ready to take your business to the next level, contact us at Harness Consulting. We use a combination of the most effective marketing strategies to make sure we get and keep your potential clients' attention longer.

You will come across some firms that offer only PPC management, others that offer only SEO consulting and others that specialize in only video marketing.

  • According to Unisource, 90% of users say that seeing a video about a product is helpful in the decision-making process.
  • According to ComScoreafter watching video, 64% of users are more likely to buy a product online; and
  • PPC campaigns like Google Adwords are converting at a nice average of around 2.7%.

Why Limit Yourself to One Strategy?

We have experts in every online marketing sector that will work hand-in-hand to design and manage your campaigns, so you can get the most out of your advertising dollar. We know what strategies build businesses in the modern marketplace.

Inbound Marketing

Inbound Marketing Essential

Wouldn’t you agree that it’s better to attract qualified, ideal prospects to your sales funnel rather than attempt to promote your business to everyone, creating “hit and miss” results? Or that it’s advantageous to embrace a strategy that connects with, engages your audience, and builds long-term customer relationships versus just focusing on getting the sale?

Absolutely! You see, there is an entire methodology that not only brings potential customers to you but keeps them coming back for more!  This approach has resolved multiple issues for businesses like time wasted on unqualified leads, little website traffic, and low lead conversions.  The more effective way to promoting your business is through inbound marketing!

This strategy has shown to be the best way to do business online.  In fact, 3 out of 4 marketers across the globe prioritize an inbound approach to marketing (Source: Hubspot).  Studies consistently reveal that inbound marketing successfully increases traffic, lead generation, sales and repeat business for brands who leverage this tactic.

What Exactly is Inbound Marketing?

Inbound Marketing

The inbound marketing concept centers around creating and sharing valuable content that solves problems and answers questions for your ideal customer (or buyer persona).  It simply draws prospects in through education.  Because of this noninvasive, selfless approach, prospects are instantly drawn to your brand and see you as the expert in your niche.

There are four key components to a working inbound marketing strategy.  It includes:

  • Attract: Driving quality traffic to your content via blog posts, social media, SEO strategies, video marketing, etc.
  • Convert: Turning website visitors into leads through your lead offers; you giving visitors something valuable in exchange for their contact information
  • Close: Transforming leads into customers by using closing tools like email marketing and marketing automation to help seal the deal
  • Delight: Creating happy customers and loyal, raving fans of your brand, converting into repeat business

The major benefit to inbound marketing is the process of nurturing a “stranger” into an eventual promoter of your business.

Why It’s Essential in 2016

Inbound marketing, when done right, positions your business for long-term success.  Consumers are fed up with being inundated with advertisements yet they are constantly online seeking solutions to their problems.  Search is the #1 source for content traffic generation and it’s the preferred choice for looking up information.  Inbound marketing positions you to be found by your target audience when they’re searching for you, making it essential for your business in 2016!

If your business is ready to start leveraging inbound marketing tactics to begin drawing qualified prospects into your sales funnel, contact us here for a scheduled consultation.  We are certified to help!


Gym Marketing: 8 Fun & Engaging Campaigns To Implement

In this gym marketing guide, you will learn about 8 fun and engaging gym marketing ideas to implement in your marketing strategy. From video marketing to tips on calls-to-action, we have tips on how to attract and retain new members.

Gym Marketing: How do you Attract New Members While Maintaining Current Members Engaged?

This is the number one challenge of any business. What is the secret to attracting prospective customers? The good news is that getting in front of your ideal customer has never been easier.  However, you first need to determine which type of content your customers may be seeking and how they are searching for that content. In order to accomplish that, you start with a goal.

Just like when you are working out, you always need a goal. Are you looking to increase gym members? Develop a brand awareness? Or engage and retain your current customer? Setting goals for your campaign will help you define the scope of the campaign and the target audience.

With that understanding, check out these tips below and think about how they will help you to work toward your marketing goals. Need some ideas for goals? Some of the goals that we typically define with our gym clients include attracting new members, differentiating the gym from competitors (think about what makes your gym culture different), and current member retention.


Here are 8 marketing tips, including video marketing ideas, to help you get started:

1. Video: Workout of The Week

It is the perfect way to engage those customers who are looking for fun workouts. Start this campaign at the beginning of the year, when fitness resolutions are at their highest. Then give your audience a timeline and goals with each video to motivate them to keep watching. If this campaign is set up to attract new members to your gym, then the videos in this series should be hosted by one of your instructors in order to establish his or her credibility with the audience. By interacting with these videos, future customers get a preview of the level of competence of the coaching staff as well as the overall cultural tone of the gym. 

2. Tips To Improve Fitness

We all had to start somewhere. One of the secrets to retaining members is focusing on education. Share the secret sauce. You gain nothing by keeping your vast fitness knowledge to yourself. The most valuable application of that knowledge is to freely share it with your members in order to ensure they get the most out of each visit.

For instance, create videos that demonstrate proper form for each exercise. Get new members jump started by offering tips and workout programs to keep them motivated.  This campaign will aim to improve your check-ins, and grow your memberships.  

3. Membership Sale and Specials

Run a promotion for the first 25 people that visit the gym that day. The promotion depends on your monthly membership cost and the special you decide to run. For example, you can run 40% off memberships for the first month, or a particular dollar discount on a membership, classes, or gear (if you sell gear in a house). Evaluate your membership cost and provide a unique offer that will get people in the door. While we understand that cutting into your already tight margins is a difficult decision, the goal of this is to create new members. Once you have them in your system, you can focus on retaining them at full price.

4. Free Technique Workshop Once a Month

Use your website to create a landing page where non-members can sign in with their email to gain access to a free video with one of your instructors teaching a particular exercise. While you at first at seems you are giving away free instruction, you have the visitors' contact information (especially email) to continue to nurture the relationship over time. It will provide you with a nice segmented list of customers who are interested in learning more.

These customers have entered the buyer's journey within your sales funnel. They are in the "Awareness Stage." You need to provide them with the answers to the questions that first brought them to your site. From there, you provide content that moves the buyer through each of the stages to the "Decision Stage" where they become a customer.

First, they have to feel like they fit in to your community. Second, they need to understand the type of workouts your members perform. Finally, they need to know what makes your gym different.  This effort might seem like a lot of work for the gym, but it makes the difference between customers that are generally interested in fitness and wanting to sign up on the spot (by continuing these efforts you create advocates that send endless referrals your way). If they do not sign up right away, do not worry. You simply need to continue nurturing the relationship and stay consistent (without harassing or being annoying).

5. Offer a free class for new check-ins via Yelp or Facebook

According to Time.com, Americans check their mobile phones around 46 times per day, so why not take advantage of that and provide a free pass to new check-ins on Facebook and Yelp.  Promoting this offer on Facebook via an ad that targets mobile users will work to drive them down the sales funnel, ideally converting to become a member. Most people feel motivated and excited to workout at the end of a fitness class, and will be ready to take action right then. Moreover, you are able to get all of the referral traffic from that user's network as her check-in will show to all of her friends and family.

6. Free guest passes for a Google or Yelp Review

Google reviews look good when people are searching for a gym, and they also help your business rank higher in local SEO!  Even further, it influences the customer's decision to join. If you are short on Google or Yelp reviews, encourage your members to leave you reviews by providing them with a free 5-day guest pass for a friend.  This campaign will attract new business to your gym by giving new customers a taste of the culture and expertise of your staff.

7. Feature a Gym member

Featuring a member who works hard to reach their goals will inspire the rest of your members to maintain their efforts and work toward their goals.  A monthly or weekly member feature will serve as a motivation to keep guests checking into the gym. This campaign can also be featured on the website, and all social media profiles. Members will be encouraged, and happy to be part of a community that motivates them to do better.

Gym marketing strategies are not only about attracting new members but retaining current members as well. Customer retention is less expensive than acquiring new members, and more profitable over time.

8. FAQ and Unique Content Via Live Video Or Blog Post

Answer frequently asked questions on your website or through live streaming on your social media channels. Not only will these posts help with current members by reinforcing your expertise and educational culture, but it will also create a resource for your members to turn to for information. You can also create short videos answering these questions and post them on channels like Facebook, Youtube, and Instagram. This is especially ideal for gyms that have a lot of technical workouts and machines where precise movements are essential to complete the workout.

FAQs are not the only questions to answer. You can also do research on keywords and most searched questions online, and answer them via a blog posts and video to attract more traffic to your website.  Members and non-members will have a resource of information that will help them take full advantage of the gym. This type of content also helps your website to rank for more keywords. Providing consistent, valuable content that is SEO-optimized will get more people to your site and in your doors.

Bonus Tips For Gym Marketing

  • Do not forget to include a call-to-action at the end of these videos and blog posts to capture information and use it to build an email list. This email list can be used to send valuable content via email and transform non-members to members.
  • An important to remember not try to sell, rather provide value, in order to help your audience reach their goals.  This approach will set you apart from your competition who do nothing but promote.

Climbing Gym Marketing: Improving Your Inbound Marketing

One of the biggest problems in climbing gym marketing is that their social media efforts do not bring them the results they expect. They take beautiful, interesting pictures for Instagram and Pinterest, but don't get traffic to the gym. This does not mean that the pictures are bad, it just means you need to make minor tweaks to your posts. Here is how:


Write Good Descriptions

A picture may be worth a thousand words, but no one will find your picture without a description. If you are using social media solely for climbing gym marketing, your post needs to be keyword rich, but engaging. Don't just post a bunch of hashtags or keyword phrases, either. Write an interesting comment and include a strong call to action with every post.

Reply to Comments

It's not what you say, but how you say it. Once people find your pictures and comment on them, you need to take a moment to convince them to take the next step. This should be done naturally and uniquely. For example, don't write "Thanks for the like, visit us in person to see more." Instead, try something more personal, "Tammy, I'm glad you like the technique we are using. If you contact us, we can show you how to do it at the gym."

Include Links

Not everyone will want to pick up a phone to contact you. If you have a website, take advantage of it. Include a link to every picture. This will allow people to easily gather more information about you as a climbing gym, making them more prone to buy.

While taking one-of-a-kind photos or videos for social media is a great first step, it takes an effort to make the perfect inbound marketing campaign. To learn more techniques that can help your climbing gym grow, contact us today.