When it comes to marketing their fitness businesses, most fitness entrepreneurs focus all their resources on online marketing. And it’s easy to see why. Most consumers these days are increasingly relying on the internet to make purchasing decisions.
But at the end of the day, we all live in a physical world. Hence, your target clients will still interact with your fitness brand offline. To this end, it’s highly advisable to use both online and offline strategies to market your fitness business.
Using both offline and online marketing strategies will help to generate more exposure for your fitness brand. And more exposure translates to more potential leads. In this article, we will take a closer look at some of the main benefits of using offline marketing.
One of the biggest benefits of combining your online and offline marketing strategies for your fitness business, is that it will help to maximize your exposure. When you combine these two marketing methods, you won’t have to worry about missing out on a certain demographic.
So, if a particular part of your target audience fails to interact with your online marketing campaigns, there’s a high chance they will come across your offline campaigns. Therefore, you will be able to reach as many people as possible. If you were to rely on one marketing alone, it’s highly likely you will end up missing out on some of your target clients.
Increased Competitive Edge
If you look around, you will notice that your competitors are mainly using online marketing methods like PPC advertising, search engine optimization (SEO) and social media marketing.
In short, you don’t often see your competitors marketing their products or services using direct mail, TV, print, or radio. And if they are using these channels, then they are doing it sparingly, since they are focusing the majority of their marketing resources on online channels.
By combining online and traditional marketing, you will have a considerable edge over your competitors. Furthermore, you will avoid the situation of putting all your eggs in one basket. In case one campaign fails to perform as expected, you will still have the other one to rely on.
Another reason why you should consider combining online and offline marketing methods is that they will complement each other. By using one method to promote the other, you will be increasing the effectiveness of each. At the same time, you will be providing a continuous brand experience for your audience.
Consequently, this positive experience will help to keep your target audience engaged longer with your fitness business. And as you may expect, longer engagement usually leads to more potential clients.
Higher Return on Investment
In most cases, your offline and online marketing goals will be the same. So, by combining your efforts on these two channels, the overall effectiveness of your campaigns will improve considerably.
Combining both strategies will help to boost your reach. While you may have to spend more to get the two campaigns going, your return on investment will be higher, compared to only using a single marketing channel.
While online marketing may provide you with a convenient method of marketing your fitness business without leaving your office, it eliminates the aspect of physical contact between you and your potential clients. Fortunately, offline marketing can help to bridge this gap.
With offline marketing, you get an opportunity to get out there, distribute your print material, and interact with your clients. As a result, some of the people who may have encountered your business via online channels will get an opportunity to put a face to it. And this will make your brand more trustworthy.
Consequently, you will find it easier to convince your target audience to purchase your products or services, since you’ve managed to earn their trust. On the other hand, if you were to rely on online marketing only, it may take you longer to earn this trust.
Better Understanding of Your Customer Base
Another key benefit of combining online and offline marketing campaigns is that you will have a better understanding of your customer base. For instance, after you launch a marketing campaign that combines both online and offline strategies, you can afterward conduct a survey, asking your subscribers how they came to know about your brand.
Based on the results of this survey, you will be able to determine the percentage of those who have known your brand via the online campaigns as well as those who came to know it through the offline campaigns. You can then use these customer insights to market your business more effectively.
Regardless of the amount of time your target clients spend online, they will still need to function in the real, physical world. With that in mind, it’s best to invest in a multi-channel marketing approach for your fitness business, which combines both offline and online marketing methods.