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. The same is true of your retargeting ads — to get the most out of your campaign, you need to be creative in how you use it.
If you’re not 100% sure what retargeting is, let me explain…
Have you ever visited a website, then after leaving that website, that company just seems to be everywhere you go? Pretty stalker-ish, I know. But it works!
If you retarget everyone who has visited your site you’ll be ahead of the crowd, but if you really want to strike gold, you will 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 spend on your site.
Getting in front of a smaller and more targeted audience can reduce your expenses while at the same time boosting your results.
For a tutorial on creating custom audiences, check out the video below.
Here are a few creative uses that have worked for us.
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 yoga studio or CrossFit box.
That’s where retargeting comes in. You want to bring in new paying members, so retarget everyone who claims this offer with a discount on their first month of membership.
This is the same process that we use for all of the fitness studios we work with through our Fit FLAVER program, and it’s had a lot of success in getting them some awesome new members. If you haven’t heard about Fit FLAVER yet, here’s how it works.
2 – Reminders
The bad news: People get distracted all the time — the average person’s attention span is dancing on that fine line that separates them from being a human being 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, they won’t fill in their name and email to download the offer immediately.
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 — like what Amazon and other online retailers do when you leave items in your shopping cart.
The text here is important. Sure, if they’ve been to your site or landing page your ad should already look familiar, but it’s good to remind them anyway. So in this ad, we asked the audience,
“Do you still want 10 spin classes for only $85?”
This triggers their memory in a way that images alone can’t, and makes them a lot more likely to click back to your page and claim the offer.
3 – Create Urgency
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. They’re already familiar with who you are and what you do, so you don’t have to waste words explaining what makes you special.
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 (that’s why auction platforms like eBay are so successful). So adding a CTA with urgency to your retargeting ad can really boost its effectiveness.
4 – Advertise Another Service
Business owners tend to get into the mindset that retargeting is only for bringing in new customers, when really it can be used for so much more. It’s actually a great tool for advertising to your existing customers 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 who have already shown loyalty to your studio (plus you already know they already enjoy low-impact exercise because they come to yoga classes on the regular).
So you would 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 that now it’s a “VIP Special” or “loyal customer appreciation.”
Main Point: You want to give that customer a chance to buy everything you offer. Unless, of course you’re selling weird 80s workout clothes in the lobby. Probably don’t retarget that…
We’d love to hear what other ways you’ve found to use retargeting to get more fitness studio members. Be sure to let us know what’s worked in the comments below. And if you’re curious about how FitFLAVER works, learn more about it here!
Mike Arce is the CEO and founder of Loud Rumor, a lead generation company for fitness studios and independent gyms that supports their customers with sales training and techniques to grow and scale.
Mike has spoken for companies like Infusionsoft, the Better Business Bureau, ASBA, and Local First – all on the topic of Local Business Internet Marketing. He has a passion for local businesses and helping them grow. You can get fresh, updated tips from Mike here.