You’ve just opened your second boutique Pilates studio, located in the suburbs of your successful downtown location. You used the same strategy as your downtown studio, but those early morning classes are a ghost town.
The good news is the 9 am class usually has a waitlist. Reality is you won’t be able to afford to open the doors at 6 am unless you find a way to fill those Reformers.
What’s going on?
As a savvy fitness industry executive, you’ve already figured out the problem. Downtown is drawing a professional crowd squeezing their workout in before work, but the demographics in suburbia are different. You know there is a market for the early morning hours because the competition is filling their gyms.
You need to grow your tribe. Not all executives live downtown. What about the work from home parent who is trying to find a way to squeeze exercise into her daily routine? Plus, suburbia is more than just neighborhoods and parks. There is a large hospital just a block away employing thousands. How do you reach these people?
Here’s a quick list of some tried and true methods for finding your next client:
Let’s Get Social
As an established business you have already built a social media presence (if not, you need to get on that). Use these platforms to find your locals.
- Get to know your local community
- Talk to your existing clients, connect with them on social and encourage them to engage with you online
- Use local hashtags #(insert city name here)
- This will help new clients find you on social search engines
- Educate your clients using blog posts, email, tweets (pick your poison)
- If you’re introducing a new boutique gym to your area, explain the concept in plain English to your followers
Get to Know Keyword Search & SEO
When you’re the new kid in town, those first few connections are golden. Think of Keyword Search & SEO as the cool kids you want to hang with in the world of content marketing. They are complex creatures, but if you take your time to get to know them just a little the return is HUGE.
Are you ready to start training with these big hitters? This website is a fun place to get your feet wet. Type “Pilates” (or CrossFit, whatever your niche is) into the search box and BAM, you get a beautiful graphic of the most popular search terms (keywords). Use these terms as inspiration for your next blog post.
Write Killer Headlines
How do you break through that awkward getting to know you phase? Write killer headlines.
We are all too busy to read every email, blog post, or shared article that crosses our path. The headline is the hook that will make your target client stop and follow the link. You should spend as much time thinking about your headline as you do the rest of your post because if your prospect doesn’t click, all your well-written prose is lost.
Time to Call in the Welcoming Committee
Does this all sound like a lot of work? It is. But you know the mantra, no pain no gain.
If you need neighborly advice, don’t hesitate to contact me. Health and beauty are my jam. I offer content marketing and copywriting services ready for competition in the fitness industry.