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In our previous post, we discussed landing pages and started the topic of SEO Optimization. Now that we have our landing page and communication down, it is time to continue to dive into keywords in your strategy.
Phase 3: Search Engine Marketing and SEM Campaigns
In order to reach potential clients, you need to improve your website’s position in search engine results.
To improve search engine positioning there are two variants to work with: free organic or natural positioning (SEO) and paid positioning through Search Engine Marketing (SEM) campaigns.
Strategy should be based on the detection of keywords that attract potential clients. A keyword is the phrase or word used when someone looks up information through a search engine. The most common mistake made when creating a list of keywords is to focus on the brand name. Unless you are a well-known business, clients will not look up your studio by name.
A good trick to build up your keyword list is to ask a friend how they would look for you if they did not know your name or brand. What words would they use? You can also use the formula, “service + specialty + location.” In our example, effective keywords would be, “Pilates for pregnant women in South Miami.”
Start by creating a short list of keywords; you can expand and refine this list later. The advertising platform Google Adwords allows you to optimize these campaigns based on the data of your search results, finding what searches produced real-life studio visits. To optimize your SEM campaign, you should review these results and make the necessary changes to fine-tune the campaign with keywords that produce tangible results. The more optimized your campaign is, the less you’ll pay per click, the better your position will be in search results, and the more visits you’ll get to your landing page.
Phase 4: Measuring Results
Our ultimate goal is not just to create a database, but also to make these contacts become clients. With the data from the recruitment campaign, we have a list of names, emails, and telephone numbers of potential clients. A good strategy to close the sale is to offer a free trial session.
Returning to our example of Pilates classes for pregnant women, we can offer a session in which the potential client can experience the style of the session and the personalized attention they will receive. It is a sales session, so remember that listening is essential to understanding the client’s needs and to be able to offer what she is looking for.
It’s time to measure the results! Of all the people who contacted you thanks to the campaign, how many have come to the trial session? And of those, how many have invested in your services? With this data we can measure the effectiveness of the advertising campaign and of our sales process for that particular service.
The good thing about online recruitment strategies are that once you start it up, if it is well implemented, you will very quickly start receiving calls, emails, and visits from potential clients. Additionally, it allows you to completely control advertising spending since you can increase, decrease, or stop the investment at any time you wish.
You are here: Home/ Archives for recruitment strategies
In our last post, we saw how important it is to be present on the Internet, especially if you’re looking for new customers. Everyone browses the Internet to research their interests, needs, and hobbies. They also check the ‘net when they are looking for a Pilates studio or rehabilitation center.
It’s time to build up a good on-line strategy to recruit new customers. In today’s post, we’ll discuss how to do just that.
Online Strategy to Win Customers
This strategy is based on four phases, including: the creation of landing pages, paid advertising campaigns, organic positioning campaigns in search engines, and the results analysis.
Phase 1: Creation of Landing Pages
Let’s say that in your Pilates studio you offer three types of very different services: classes for people with scoliosis, sessions for pregnant and postpartum women, and personalized injury rehabilitation treatments. In your website you will provide information about each of these services, where your center is, who the professionals are who work there, your pricing, etc. Landing pages, however, only offer specific information relevant to the interests and needs of the potential client who clicked on the marketing link. The pregnant woman who’s following her doctor’s advice to exercise during gestation will not be interested in your classes for people with scoliosis, or in rehabilitation of injuries. If she clicks into your website via a search for prenatal Pilates, she will be much more likely to choose your studio if she immediately falls on a landing page relevant to her needs.
How to Build a Landing Page
Example of a landing page.
A landing page is one screen with no navigation or menu. In it we condense the most relevant information about what we do, where we are, and how to contact us, so that we can turn visits into real sales. To achieve this transformation from the virtual to the real world, we must offer an attractive service and, if possible, a good offer. This offer does not have to be a discount on the price of your services, but it should appear to be a valuable offer to your visitors. Offering a free trial session is often a very effective formula to transform those virtual customers into real clients.
If we return to the example of the Pilates studio offering different services, a landing page oriented to pregnant women would include: pre- and postnatal class descriptions, available schedules, a contact form, the address of the center, the qualifications of the specialized instructors, and a button to contact the center to book an appointment or ask for a free trial.
The goal is to catch the attention of customers whose needs you can meet and to generate a good database of potential clients that you can utilize when sending out marketing information (calls, email blasts, etc.).
Phase 2: SEO Optimization
Not everything is worth being on your landing page. If you want to be effective and get good results from your advertising campaign (which we will see in part 3), you have to plan the content of the page very well, including information that clearly defines the services you offer, your studio location, etc.
It is also essential that the page be optimized for SEO (Search Engine Optimization) so that search engines can “read” it easily. These technical needs should be clearly stated when hiring someone to build your landing page. If you do decide to build it yourself, remember that it is essential to have the correct SEO structure and implementation on your site.
IMPORTANT: Do not forget to install your analytics tracking code on your landing page. Google offers a free analytics service that you can easily install on your site to track your traffic. We will address this in our next post.
Remember that your landing page should fit the device where it is displayed. If your landing page is not mobile-optimized for customers who find your site on their phones, you’ll be throwing your money away.
You are here: Home/ Archives for recruitment strategies
Are you looking for new clients for your Pilates studio or personal training center? If you have open availability, you likely have noticed that customers do not magically appear. Do you know how to solve this dilemma?
As more and more people become interested in staying healthy, the number of Pilates studios, training centers, gym boutiques, and other specialized fitness offerings also continues to grow. According to statista.com, there were 42,336 health clubs in North America in 2015.
Surely if you have spent time working in the same city, you’ve seen how businesses related to physical activity have been continuing to grow and are, in a way, your competition. The number of people that practice Pilates also continues to grow, which means there is a big market out there for you to reach.
In Spring 2008, the number of people who practiced Yoga or Pilates within the last 12 months amounted to 16.21 million in the United States.
The question remains: how do we drive these customers to our studio? The answer is this: to draw customers to your business, you will need an effective customer-attraction strategy that does not go beyond your budget, which is why we will utilize an online customer-attraction strategy for your Pilates studio or personal training center.
A good communication and sales strategy is essential to gaining customers in your business. The success of your business hinges on knowing the difference between simply informing your clients and making a sale. When you inform your potential clients, you explain what your offer is, what services you offer in the center, and the prices of your fees or bonuses. Listening plays a vital role when making a sale. During a sales process, you must listen to your potential client to understand what their goals are and thus be able to offer a personalized service. Potential clients are far more likely to purchase your service if they believe it will meet their specific needs.
Not all of your services will be suitable for each type of customer—you already know that. The same is true in a good strategy to gain customers. This is why, when developing your strategy it’s important to keep in mind your good communication skills: listen and offer a personalized service.
Aside from communication, the effectiveness of online customer recruitment strategies is more than proven. We live in a time when the Internet is the go-to resource for all questions, including where to go when you want to pursue good health. Are you going to be there to offer your services? With a good strategy, yes.
We will be diving into online strategies to bring clients from the digital world into your studio. Make sure to tune in next week when we discuss how to build an online customer recruitment strategy!
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Not everything is worth being on your landing page. If you want to be effective and get good results from your advertising campaign (which we will see in part 3), you have to plan the content of the page very well, including information that clearly defines the services you offer, your studio location, etc.
It is also essential that the page be optimized for SEO (Search Engine Optimization) so that search engines can “read” it easily. These technical needs should be clearly stated when hiring someone to build your landing page. If you do decide to build it yourself, remember that it is essential to have the correct SEO structure and implementation on your site.
IMPORTANT: Do not forget to install your analytics tracking code on your landing page. Google offers a free analytics service that you can easily install on your site to track your traffic. We will address this in our next post.
Remember that your landing page should fit the device where it is displayed. If your landing page is not mobile-optimized for customers who find your site on their phones, you’ll be throwing your money away.
Surely if you have spent time working in the same city, you’ve seen how businesses related to physical activity have been continuing to grow and are, in a way, your competition. The number of people that practice Pilates also continues to grow, which means there is a big market out there for you to reach.
