Running a successful fitness studio takes creativity. To keep members coming back, you need to offer a unique experience that sets you apart from competitor gyms in the area. Your retargeting ads are no different!
To get the most out of your marketing campaigns, you need to be creative in how you do it.
If you’re not 100% sure what retargeting is, let me break it down real quick…
Have you ever visited a website, then after leaving that website, that company just seems to be everywhere you go? It’s almost stalker-ish, right? I know, but it works!
If you retarget every new person who visits your site, you’ll be way ahead of the crowd. But, if you really want to strike gold, you want to retarget custom audiences.
Custom audiences are powerful because they allow you to segment your audience based on everything from pages visited, to the amount of time they spent on your site.
Getting in front of a smaller and more targeted audience can reduce your expenses while at the same time, boost your results.
Here are my recommendations for getting creative with your retargeting ads so you can drive even more leads into your fitness studio…
#1: Retargeting Ads for Bonus Offers
Let’s say you own a fitness studio and you offer new members an awesome promotion of 2 free weeks. That’s a great offer that’s had a ton of success for the fitness studios we work with. But…
No business wants “one-and-done” customers. Especially a business that operates on a membership program like a boutique fitness studio.
That’s where retargeting comes in!
You want to bring in new, paying members. So, retarget everyone who claims the 2 weeks offer with a discount on their first month of membership.
Your conversions will go through the roof.
If you’re not sure how to set up a Facebook Pixel so you can retarget people, click here to checkout my article on how to do that.
This is the same process that we use for all of the fitness studios we work with. It’s had a lot of success in getting them some awesome new members.
#2: The “Friendly Reminder” Retargeting Ad
The bad news: People get distracted all the time! The average person’s attention span is dancing on that fine line of being human and Dori from Finding Nemo.
No matter your target audience, their attention is constantly being fought over.
So, there’s a good chance that when someone sees your ad and is interested enough to click over to your landing page, something pulled their attention away from filling in their name and email to download the offer.
The good news: You can use retargeting ads to send reminders to everyone who you know visited your page but didn’t actually claim the offer.
It’s exactly like what Amazon and other online retailers do when you leave items in your shopping cart. “Hey, Mike! Did you forget something? CLICK HERE to complete your purchase.”
These big companies run these reminders because it works. They understand the attention span game.
The text here is important. Sure, if they’ve been to your site or landing page your ad should already look familiar. But how many Ads do you think they’ve seen in a day? Add in how many posts and conversations they’ve had. It’s easier than ever to be forgotten. So…
It’s good to remind them who you are and what you’re all about! Take a look at this Ad where we asked the person reading it:
“Do you still want 10 spin classes for only $85?”
This triggers their memory in a way that images alone can’t! Doing this makes them a lot more likely to click back to your page and claim the offer.
#3: Create Urgency With Your Retargeting Ads
One of the cool things about retargeting is that, by the time someone sees the ad, they’ve already visited your site or clicked onto your landing page.
Even if it’s subconscious, they’re already familiar with who you are and what you do. So, you don’t have to waste words explaining all of the things that make you special. One sentence MAX is all their brain needs.
Instead, you can use this space to create urgency or scarcity.
People are more likely to act on an offer when there are very few of what is being offered or when the offer is expiring soon. By they way, that’s why auction platforms like eBay are so successful!
So, adding a Call-To-Action (CTA) with urgency for your retargeting ad can really boost its effectiveness.
#4: Put Retargeting Ads That Promote Another Service in Front of People
Most fitness business owners believe retargeting ads are only for convincing new prospects to commit. Not so fast…
In reality, retargeting can be used for so much more. It’s actually a great tool for advertising to your existing members as well.
Let’s say you own a yoga studio that recently expanded to include barre classes…
While this is a great opportunity to bring in some new members through a barre-centric campaign, you can’t forget about your other members!
Current members have already demonstrated loyalty to your studio. Plus, you already know they enjoy low-impact exercise because they come to yoga classes on the regular.
So, you would simply create an entirely separate retargeting campaign just for them.
You can use the same promotions as you would for new members, but instead of advertising the classes “for new members only,” reword your ad so it says, “VIP Special” or “loyal customer appreciation.”
You want to give that customer a chance to buy everything you offer. Unless of course, you’re selling weird 80’s workout clothes in the lobby. Probably don’t retarget that…
We’d love to hear what other ways you found to use retargeting and get more fitness studio members.
Be sure to let us know what’s worked in the comments below!