F&G series: Fit in Web 2.0 - Part 2
In the first
part of his series (issue 2/2014),
agency manager Thomas Kiliandescribed in detailhow important and useful it is to position yourself clearly on the Internet.However, the best profile is useless if you are hiding in the (digital) basement! You need to increase your visibility online and constantly develop it in order to attract new customers or simply stay in the conversation. In thesecond part, "Fit in Web 2.0", you can read why social media is particularly suitable for this in the fitness industry.
"Web 2.0" or "social media" are not just buzzwords, but describe a collection of Internet applications that thrive on the active participation of users. Success comes to those who seek dialog with their target group, conduct this dialog intelligently and retain their target group in the long term. In addition to a clear profile, this includes making your offer known.
Online channels for more visibility
There are various ways to achieve this visibility on the internet:
■ Your own website, either local or national
■ Search engine optimization (SEO)
■ Search engine advertising (SEA, such as "Google AdWords")
■ Video marketing via YouTube, Vimeo, etc.
■ Editorial publications in a weblog, through guest articles or on press portals
■ Social networks such as XING, twitter, facebook, Google+ and many more
■ Geo-based networks such as foursquare, Yelp or various business directories
■ Web catalogs, topic portals, discussion forums, question portals, etc.
■ (...)
The list could be extended indefinitely. There are hardly any use cases for which there are no services available on the Internet. The "Social Media Prism" (source: www.ethority.de), our lead image, in which the various functions are sorted by group, provides an initial overview.
The agony of choice
You may already be groaning inwardly, because quite a few people feel overwhelmed by the variety of these services. "Who is supposed to use all these channels?", "My day only has 24 hours!", "Social media is a waste of time!" - these are just some of the statements I hear time and time again.
But just put yourself in the shoes of a previously rather unathletic couch potato who is training at the gym for the first time. The many machines, exercises, settings and options are not only confusing, they also take up a lot of energy. Sweat is dripping, tiredness quickly takes over and sore muscles the next day make the suffering worse. The good intentions quickly become a thing of the past and perhaps the hurdle was simply too high after all. Sometimes not only inexperienced athletes, but also social media beginners take on too much at once.
For many, their own website is the start of their online activity. Here you can post up-to-date information, describe what you offer and provide a contact option. If you want to make your website known, then start with one channel at a time. Which one depends on your target group.
A single fitness studio could start by listing its address on regional internet platforms and placing locally targeted AdWords ads. A fitness chain that wants to increase its brand awareness should rather rely on word of mouth and address its multipliers via social networks.
However, it is not enough to set up a Facebook page and sporadically advertise your courses. It is much more about dialog and exchange with the target group. This requires a deep understanding of the needs and wishes of the fan community.
An editorial concept, a detailed roadmap and disciplined implementation are important.
User-generated content
For example, the McFit chain has launched a campaign at
entitled "Mach Dich wahr" (http://erfolgsgeschichten.machdichwahr.com). As part of this campaign, members report on their motivation in short success stories. McFit shares these posts on its facebook page as well as on twitter and Instagram.
According to McFit(http://blog.mcfit.com), the figures from the previous campaign "The will in you" are impressive: over 10,000 comments on twitter, over 25,000 pictures on Instagram, numerous comments and "thumbs up" on facebook. The users themselves are responsible for spreading the campaign - they increase visibility voluntarily and with great passion.
But it doesn't always have to be a big campaign. With an intelligently designed Facebook page, ELEMENTS shows that dialog with the target group can also be achieved through regular added value: running tips, exercise examples for warming up, interesting links, seasonal references and small competitions ensure lots of "likes!". Almost every post is shared by some of the fans, making the provider known to their own circle of friends.
Maintaining your profile
Increasing visibility or not - the most important thing is to stay true to yourself. The greater reach must not dilute your own profile. The understanding of the social web as a dialog-oriented medium should also be upheld - it is not a flat sales channel, so pure product and course advertising will never achieve the desired success. It is about added value, exclusive information and intelligently involving the target group. Visibility develops all by itself on this basis.
Thomas Kilian
Source: F&G
Published on: 10 September 2014