30 Customer Retention Tips For Fitness and Wellness Clubs - eBook

30 Customer Retention Tips for Fitness and Wellness Clubs

Fitness and Wellness Clubs are in a constant battle for customer loyalty and retention while simultaneously taking on new competition and an oversaturated market.

This Ebook is designed to offer 30 different customer retention tips specifically designed for the fitness industry. When the fitness industry average is a 40% churn rate, there’s never been a better time to get involved in customer retention.

Download your copy today!

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  • Top 4 Brands That Are Harnessing the Power of SMS Marketing Strategies

    In today’s market, brands both big and small can no longer afford to ignore the latest digital marketing trends that arise. At the same time, finding the best timing for getting involved in these methods is also an important aspect of rounding out your digital strategy. With so many options to choose from, brands with limited budgets have to choose which routes to take and which marketing strategies to focus on.

    For many large brands, SMS marketing strategies have become a tried and true method for increasing customer engagement and brand awareness. In fact, some of the largest brands in the country have now decided to get involved in the world of SMS. This article will cover 5 big brands that are harnessing the power of SMS marketing strategies, as well as a few words on what we can learn from their success.

    Now that we find ourselves in a world with almost limitless choices, these decisions have never been more important in defining the success of you as well as your clients. By taking what we can learn from the big players already in the space, you can better tailor your own campaign. Let’s get started.

    The power of SMS marketing strategies

    The first thing you should understand about SMS and the various marketing strategies that come with it are that they are among the most powerful in the digital space. When 98% of text messages are ready within 2 minutes, large brands understand that SMS is the best way to reach a large portion of their market almost instantaneously.

    Having this power at your fingertips can be wonderful for these companies, but as Spiderman is known to say, “with great power comes great responsibility.” This is why one of the best SMS marketing strategies these brands employ is the use of customer segmentation. Segmentation allows companies to deliver tailored, personalized messaging to specific groups of customers based on logic and relevancy.

    Instead of simply attempting to lump all of your customers into one group, segmenting and personalization ensure that you get the most out of your program without alienating anyone. Simple tools and tricks like this used by big brands can make a difference for small companies as well, it’s simply a matter of knowing which marketing strategies to use.

    Brands taking advantage of SMS

    Speaking of marketing strategies, next we are going to look at 4 brands taking advantage of SMS and leading the mobile marketing revolution. Some will seem obvious, while others might surprise you, but each of them has seen the potential of SMS. We hope that once you see these examples of how text marketing is affecting our current economic landscape, you will too.

    1. Subway

    The first brand that has ventured in the SMS marketing space and see exceptional success is Subway, the notorious sandwich chain. Beginning their SMS campaign back in December of 2015, Subway now has over 5 million subscribers with an 85% retention rate. Due to the fact that subscribers have to ‘opt-in’ to receive messages, they are more likely to stay with the program. That being said, 85% is still an impressive number.

    However, with a company as large as Subway, these stats aren’t too surprising or impressive on their own. That is, until you look at their average return from SMS customers. On average, 26% return more often, 13% spend more when they do, and 15% make more purchases than before being in the SMS program. Not only are these customers more engaged, but they have a clear impact on the success of Subway and their bottom line.  

    2. Jack in the Box

    Moving on to another household brand, Jack in the Box has been using text marketing strategies for a few years now as a way of distancing themselves from a reliance on email. Due to the nature of fast food restaurants, SMS makes sense when it comes to increasing repeat purchases and engagement. Turns out Jack in the Box was right, seeing SMS redemption rates for coupons and deals at 3-5x that of email marketing.

    The struggle of finding the right channel for getting your messaging across is all too real for many small businesses. This shows that it may not be your messaging that is at fault, but the channel itself. If you operate on a similar business of repeat purchases such as a fitness club or retail shop, this sort of engagement platform might be the answer to your problems.

    3. Nordstrom

    In their attempt to enter the digital landscape, Nordstrom has taken things a few steps further than others by acquiring two retail technology companies, BevyUp and MessageYes. Each of these acquisition shows Nordstrom’s dedication to a seamless customer experience, part of most marketing strategies entering the zeitgeist of today’s digital economy.

    However, both of these companies are being used to improve other aspects of the customer experience, such as SMS marketing. For instance, MessageYes helps to provide machine learning for businesses to make smart decisions on not only how to target customers, but when and where.

    That being said, you don’t have to make an acquisition of this scale to have access to this kind of technology, when Gleantap offers the same thing to our text message marketing clients. It will be interesting to see how this investment pays off for Nordstrom, but shaping the customer experience from start to finish is a good place to start.

    4. Facebook

    It’s not just obvious brands such as Subway that are making a splash with SMS, but big names like Facebook as well. Although they have their own dedicated messaging platform, even the social media giant can’t ignore the power of SMS for helping businesses to succeed. This is why they have announced that they are seeking to help small businesses establish digital marketing strategies using SMS and Facebook messenger.

    Although it is still early in the process, this sort of expansion has the potential to be a double-edged sword for Facebook. On one hand, they may be simply adding to the noise by adding another digital marketing channel. On the other hand, Facebook messenger has the potential to reach currently untapped markets. All we know is that if someone as big as Facebook is trying to break into the SMS marketing game, we must be doing something right.

    Final thought: Taco Bell example

    As we see more and more large brands enter the SMS marketing realm and introduce their own marketing strategies into the conversation, it can seem as if the market might soon become oversaturated by big players, leaving no room for smaller businesses. In response to that, I offer you the Taco Bell example.

    Every year, Taco Bell saves millions on market research by simply letting McDonalds do the work for them. Instead of spending the money surveying the area and conducting reports to find the best location for a new Taco Bell, they simply wait until McDonalds opens a new store and then they open one across the street.

    In this scenario, you are Taco Bell and these big brands are McDonalds. As these brands invest in SMS, it will only continue to grow in popularity and potency. Save yourself the time and money by following their lead and investing in SMS now to gain an advantage for your business. After all, there is only so many street corners to set up on.


    How to Choose Text Marketing Keywords for Your Next Campaign

    In the world where SMS and mobile marketing have become vital to the success of small businesses, optimizing those campaigns has become critical. Due to the speed in which these messages are delivered, mistakes are no longer tolerated and getting it right the first time is more important than ever. One area that marketers can use to optimize these customer exchanges is with text marketing keywords.

    SMS marketing keywords can help better define the customer journey and allow for businesses to truly make a difference with their mass text marketing campaigns. In this blog post, we will review the purpose of text marketing keywords as well as best practices for choosing the keywords for your next campaign. With these tools under your belt you will be able to better engage your audience and improve their overall experience. Let’s take a look.  

    text marketing keywords

    What are text marketing keywords?

    Text marketing keywords, sometimes referred to as SMS short codes, are relevant terms or phrases that can be used by SMS marketers to engage in 2-way conversations with their customers. For example, “Text HELP to 55555 for more information.” This sort of message has a clear call-to-action and an easy path for customers to follow, leading to increased engagement.

    These keywords have been used for quite some time by SMS marketers, but only in recent years has their full potential been revealed. When text marketing keywords are used correctly, they can be plotted out through the entire customer journey to optimize every step along the way. By doing this, your customers will come to know and trust your brand when they receive these tailored SMS messages.

    Why do we use them?

    Now that you understand the ‘what’ of text marketing keywords, let’s talk about the ‘why.’ In short, text marketing keywords are a very simple way for small to medium sized businesses to get involved in marketing automation. Since full business automation is typically only reserved for large companies with more capital, SMS marketing is an effective and inexpensive option to help them get started.

    However, there is more to it than just that. Text marketing keywords are engaging simply due to the fact that it feels like a conversation to customers. These sort of two-way communications can solidify the relationship marketing approach that keeps customers coming back to a brand again and again. For any business that wants to show their customers that they care, text marketing keywords are a good way to do exactly that.

    Choosing keywords

    All that being said, it is one thing to talk about this in theory, it is another to do it in practice. For small businesses trying to use text marketing keywords for the first time, it can be difficult to know which keywords to choose, when to target customers, and best practices for getting the most out of the campaign.

    Thankfully, we have that experience from working with businesses to optimize their mass text marketing and are here to provide those tips and best practices. When you are choosing these keywords, you need to think about them from three different perspectives: relevancy, convenience, and logic.

    Relevancy

    This first approach is rather obvious, but by using keywords that are relevant to you and your business, not only are customers more likely to remember them, but use them as well. As an example, let’s say you own a fitness studio, keywords like EXERCISE, WORKOUT, or FITNESS would be relevant to your users. Now, what those keywords relate to is up to you, but making them relevant to your business will only serve to increase customer engagement.

    Although this makes sense, it is important that you not stray too far from relevant terms in your keyword selection. Taking your customers out of the experience with wacky keywords is one of the quickest ways to lose subscribers, so make sure and avoid doing so for best results.

    Convenience

    Another aspect of picking a good text marketing keyword for your next campaign is finding keywords that are convenient for your customers to use. Think of when businesses used to include their name in their number like 1-800-GET-CASH. By keeping your keywords succinct and to the point, customers will be more likely to use them.

    A good rule of thumb here is to use the phone number example when deciding on keywords, meaning keeping the keyword length to 4-7 letters. Imagine two campaigns where everything is the same, but one uses the keyword “HELP” and the other uses “HELPYOURSELFBUYANEWCAR.” Obviously one of these will work much better than the other.

    Logic

    Finally, the last piece of advice for choosing your keywords is to use logic and data to find the best keywords for your campaign. While this means that you will have had to run a previous campaign, once you have the first one under your belt you will be able to utilize user engagement metrics to craft even better messages.

    A best practice that should be used here is A/B testing. For instance, sending out half of your messages using one keyword, half using another, and then reviewing which performed better. By constantly doing this, you will be able to consistently improve your text marketing keywords and campaigns.  

    Goal: Increased engagement

    Now, so far we have been talking about why we use text marketing keywords and how best to do so, but what is the overall goal of doing this? Like most customer-focused strategies, increased engagement and therefor retention are what we are after. Due to text message marketing’s powerful ability to reach an audience, combined with the interactive nature of text marketing keywords, these sort of campaigns can be revolutionary for small businesses.

    When you combine this with the relative ease of use of a text marketing platform, not to mention the low costs, it’s a no brainer for any businesses that are looking to boost repeat visits, increase customer loyalty, and engage customers in new and exciting ways. All we have left to as is: what are you waiting for? Get started today!


    6 Effective SMS Marketing Tips for Small Businesses

    SMS Marketing is one of the marketing tools that works and, if used properly; it can offer you a lot of amazing value and quality in no time. The great thing about SMS Marketing is that it helps you connect with people in real time. Done properly, this means you get to have a lot of conversions, and the return on investment can be huge.

    And while it does require quite a bit of planning, it surely works the way you would intend to use it, and the value is well worth the effort, you can rest assured of that.

    So, if you’re a small business and would like to plunge into the world of SMS marketing, here’re 6 important things that you need to keep in mind.

    #1. Create the Best SMS Marketing Message That You Can

    We recommend you to start creating the best SMS Marketing messages out there. Segment your audiences the right way and adapt your messages as per your audience. Customize everything the best way you can. You want to put the business name first, along with having a call to action. After all, you want your readers to act fast, and if you do that the results can be really good.

    You don’t just want to announce a sale. You have to tell your customers what’s on sale and what they can expect from that sale. It’s important to offer the right amount of information. That’s the only time when customers will be ok with spending their money when they know exactly what they receive from you in return.

    #2. Share Offers That Are Exclusive to Your SMS Marketing Campaign

    You should treat SMS Marketing as something exclusive. Show your customers that if they enroll in your SMS Marketing campaign, they get the best possible value and quality. Yes, this is a very important thing to focus on. As a result, you have to come up with dedicated offers that customers won’t find anywhere else. It’s a system that works nicely and the value on its own is more than ok.

    #3. Always Make Sure That You Ask Permission from Your Clients

    SMS Marketing works very well if the clients are offering their phone number willingly. You want to avoid a situation where you send messages to people, but they don’t agree to receive such a thing. They will treat that message and your business as spam. Plus, this is an invasion of that person’s intimacy, so you want to avoid that.

    Asking for permission is very important. Maybe you can ask your customers about this when they shop online or in your store. It’s not a very hard thing to do. But yes, it’s very important. And the issue is that a lot of people just forget about it. You shouldn’t do that. Instead, just talk with your customer, it’s a lot better. Also, it helps in building your audience’s trust faster.

    #4. Avoid Sending Too Many Messages

    It all comes down to finding the right frequency. Some people will not be ok if you send messages daily. According to the general rules regarding SMS Marketing, sending a message per week is a good frequency. It’s not too much to make things too disturbing. And your customers still receive the information that they need, which is what matters the most in the end.

    Working with an SMS Marketing expert and identifying this frequency on your own will be a very good idea, so try to keep that in mind.

    #5. Share Limited Time Offers

    Limited time offers will allow you to focus on the timeliness offered by the entire experience. People will be more enticed to tap on a sales link if they know that the sale ends in a few hours. Another thing to consider is that most actions are performed within 3-4 minutes after the person receives that message.

    So yes, the system does work quite nicely, and it does bring in front some really interesting options that you have to focus on.

    #6. Always Analyze the Results

    Analytics can work extremely well if you adapt them to your needs. Ideally, you want to study things like open rates, and you also want to see how the links are doing too. It’s not the most exciting thing to do. But the reality is that mobile analytics will offer a good insight into the efficiency of your SMS marketing campaign. It does make a whole lot of sense, and it can bring in front some unique options for you to enjoy.

    As a whole, using SMS Marketing is one of the best and most personal ways to connect with customers. You want to avoid abusing this type of approach, as it won’t work very well for you if you do that. But if you use it wisely, SMS Marketing can pay off.

    The return on investment can be huge, and you won’t have to worry too much about connecting with your customers in a meaningful way. Make sure that you stick to these six rules and you will have no problem making the most out of SMS Marketing!

    Author Bio

    Sameer Panjwani is the Founder & CEO of Mondovo.com, an online marketing toolset that helps you track your rankings, monitor your site stats, and research your competitors. A man of many talents, Sameer is currently on a mission to help 1 million businesses grow organically through his products and services.

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    LinkedIn – https://www.linkedin.com/company/mondovo

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    Client Retention Tips: How to Deal with Difficult Customers

    In 2018, whether you know it or not, you have probably participated in some form of customer retention marketing, either by running a campaign yourself or as a customer. When you are first getting started, client retention seems like the obvious choice for reducing churn rate and keeping your customers engaged. However, even with the best tactics and strategies, there will still be difficult customers that come your way.

    Since these clients will come eventually, it’s best to be prepared before this happens instead of struggling to keep up when they come. In this article, we are going to offer a few client retention tips for dealing with difficult customers. Once you have mastered the ability to retain even the toughest customers, your client retention marketing will be unstoppable. Let’s get started.

    client retention

    Understand and listen to them

    The first client retention technique that should come naturally in this situation is to take time to understand and listen to these customers. Oftentimes, these customers just want to be heard. Especially when you consider that 67% of customers mention bad experiences as a reason for churn, but only 1 out of 26 unhappy customers complain.

    What this means is that if someone comes to you with a complaint, you should take them seriously. Do everything you can to fix the issue, because statistically 25 other customers have experienced the same problem and won’t tell you. Listen to the customers who complain, try to understand the issue, and then do what you can to find a solution.

    Show that you care

    Although listening and understanding difficult clients is important, you need to make an effort to show these customers that you care. In order to have them feel like you are actually helping and not just crossing off items on a list, go the extra mile and offer them something as a way of saying thank you for their patronage.

    For instance, if you have a customer loyalty program, you can offer them rewards or points toward future discounts. By keeping customers engaged throughout this entire process, you solidify the relationship and prove that you care. On top of that, engaged customers are five times more likely to buy only from the same brand in the future. Not only can handling difficult customers improve retention, but you may end up with a better relationship in the end.

    Stay consistent

    While dealing with customers, difficult or not, it is important for your brand to stay consistent with both customer service and marketing messaging. In fact, 87% of customers think brands need to put more effort into providing a consistent experience. Since you can only control what you do and not how your customers react, consistency is key to serving the largest part of your audience well. Others will just have to take it or leave it.

    One of the best ways to maintain a consistent message is through marketing automation. By setting up triggers linked to client retention messaging, you can stop churn in its tracks. For example, fitness clubs that notice their members coming to the gym on a less frequent basis can set up a trigger to offer a free class after 2 weeks of not seeing a member at the gym. Little tactics like this go a long way when it comes to client retention and engagement.

    Focus on solutions

    Along with staying consistent, it’s also important to stay positive and focus on solutions. While there should be a certain level of empathy when speaking with a difficult customer, you also need to stand behind your business and product. Instead of spending the majority of the time asking what went wrong, focus on providing solutions and remaining positive. If customers still end up churning, it’s like not you, but them.

    This is another vital aspect of client retention and working to reduce churn rate: it’s OK to let customers go. Far too often, companies will work tirelessly to try and retain a customer that has no interest in being retained. By focusing your efforts on customers that are willing to speak with you and are interested in sticking with you, you can spend your time more efficiently, both for you and your customers.

    Exceed expectations

    Again, this is a fairly obvious idea, but if you can come back from having a dissatisfied and meet them with solutions that exceed their expectations, you can win them for life. One way that businesses can do this is by meeting their customers where they are, which is on mobile. Not only that, but if you can do it well, you will stand out as 90% of customers say they have had poor experience seeking customer support on mobile.

    If you can focus on creating a mobile marketing experience that exceeds customer expectations, you will be among the 10% of business that get this right. Imagine what that will show to your customers. This is just one of many use cases for SMS marketing that you should consider when focusing on client retention.

    See what Text Message Marketing can do for you!

    Monitor entire process

    As we have stated before, client retention is about the entire process, not just one tactic or strategy. This also means that you need to monitor the process from start to finish in order to glean best practices for next time this happens. Tools that track user engagement metrics should be used to see where in the customer journey clients are not having their needs met.

    After tracking these mobile metrics, you will be able to lay out each part of the customer journey and optimize it for future users. For instance, if there is a part of your process where clients are becoming frustrated or are prone to churn, you can meet them there and provide solutions. This sort of proactive approach will set your client retention program apart from the rest by sampling making sure the same mistakes are not repeated.

    Follow up

    Once you have gone through this entire process with a difficult customer and they still aren’t convinced, it may be time to let them go. However, you can win them over, this is the best opportunity to solidify your relationship. Far too many businesses will celebrate winning back the customer and then won’t use that momentum to make a difference. This is why our final client retention tip is simple: follow up.

    Part of showing your clients that you care is going the extra mile and following up with them about their experience. You can even ask them to fill out a survey based on their experience and how it can be improved in the future. The most important part is simply putting in the effort. If you can do this, the rest will come.


    PlumIQ: Optimize Your Customer’s Journey from Day One

    In the world of fitness, finding ways to keep your members engaged and active is a huge challenge for most gym owners. With so many different exercise options available to these customers, trying to reduce churn rate can be difficult without the proper tools for the job. This is where PlumIQ comes in.

    PlumIQ is a fitness studio management software that helps owners and operators to optimiz the customer journey from day one. Not only is PlumIQ a helpful solution for studios looking to increase member loyalty and drive growth, but it is a good example of using new technologies to solve old problems. Let’s take a look at exactly how they do that and see what we can learn.

    plumiq

    How does PlumIQ work?

    As a fitness studio management app, PlumIQ uses mobile marketing tools to engage customers throughout their fitness journey. Coupled with marketing automation, this allows PlumIQ users to set up their campaign and let it run uninterrupted, freeing up more time that can be spent on creating new classes and better serving gym members.

    Along with marketing automation, PlumIQ also allows members to book classes, make payments, and leave reviews. Each of these features make the entire process of visiting a gym or fitness studio easy and painless. This is especially important as asking for due payments and having a poor class booking system can be huge turn offs to potential members.

    Finally, PlumIQ offers the ability to track user engagement metrics with smart reporting. This can offer deeper insights into member behavior, including at-risk customers that might need extra marketing to avoid churning. All of this combined leads to more satisfied clientele and a smoother running operation.

    Benefits of PlumIQ

    Now that you have a better idea of how PlumIQ works, let’s take a look at a few benefits of the platform. While each of the tools we just reviewed is essential in optimizing the customer journey, these are benefits that built in to the software from the ground up.  

    Increase member loyalty

    The first benefit of PlumIQ is how it can help gyms and fitness studios increase member loyalty. There are a few ways that it can do this. First, by running automated campaigns with reminders for customers to not only go to the gym, but check-in and engage with the software. Customers that feel as if they have a purpose to head to the gym are much more likely to repeatedly visit and stick with the company for longer.

    On top of that, PlumIQ can integrate with customer loyalty programs like Perkville to keep members engaged and give them a reason to come back to the gym again and again. In fact, a 2016 study found that customers who are members of loyalty programs, such as frequent flier clubs, generate between 12 and 18 percent more revenue than non-members. Not only will these members not churn, but they will spend more than those not involved in the program.

    gym management app

    Drive revenue and growth

    The next benefit of using PlumIQ is its ability to drive revenue and growth through referrals and reviews. First, let’s talk about reviews. Satisfied members are much more likely to leave good reviews of your business and their word speaks volumes to new members looking to join. By prompting members to leave a review with the right tools like SMS marketing, you can increase the amount of good reviews you have for your business and drive growth.

    In the same manner, by coupling a request for referral business with either a reward or additional benefits in the customer loyalty program, you can increase revenue through word of mouth marketing. For example, even a simple text blast that requests a referral for discounted rate has the potential to do wonders for your gym.

    Simplify the process

    The philosophy behind both of the benefits we just looked at is to simplify the process across the board. By taking the pressure off of fitness club owners to be on top of their marketing at all times, PlumIQ can completely change their approach to both their members and marketing. This is the power that marketing automation can have when it is done correctly and PlumIQ understands this better than anyone.

    For instance, earlier we were using an example of sending a text blast to ask customers for referrals. Now, imagine that this entire scenario was automated. Based on smart analytics, you can target active members at the gym who are more likely to refer a friend. Then, you can set up an automation so every time someone has visited the gym so many times in one week, they receive a request for a referral.

    Revenue model

    PlumIQ operates on a simple business model of $89/month for their clients. However, the low cost doesn’t mean a compromise in features, as each of the following are included in this $89 plan.

    •      Unlimited Members
    •      Scheduling
    •      Payment Processing
    •      Reports
    •      Member Portal
    •      Check-In Kiosk
    •      Auto Notifications
    •      Priority Customer Support
    •      Custom Branding

    By simply offering one, inexpensive package for their clients, PlumIQ is better able to serve as many gyms and fitness studios as possible with their solution. Since they are offering all of these tools and capabilities, it really comes down to the dedication of the owners and operators to use these tools for success. However, PlumIQ covers most of the work for you so the effort required is minimal.

    fitness studio management app

    Untapped potential

    With thousands of fitness centers in the United States and millions of gym members worldwide, PlumIQ has almost unlimited untapped potential. When you take into account the fact that many gyms and fitness centers in countries like India are still looking for a fitness management software that can bring them into the 21st century, it’s easy to see where PlumIQ can go from here.

    As customer retention marketing continues to be a dominant trend both within the fitness industry and beyond, companies like PlumIQ will continue to grow into their new roles as assistants in bringing owners up to speed on the latest trends. But, by making retention a focus, fitness studios can better serve their members and deliver an exceptional experience that will have them coming back for more.


    customer segmentation

    A Beginner's Guide to Customer Segmentation

    For anyone who is trying to step up their marketing in today’s economy, finding the right target market is vital to the success of the marketing campaign. Fortunately, new technologies and strategies are making it easier than ever to follow user engagement metrics and find members of your target audience within your existing customer base. This practice is called customer segmentation, and it has the potential to radically transform your business.

    In this article we are going to take a look at customer segmentation, along with the benefits of segmenting your audience and best practices for doing so. It has been said that “marketing to everyone is synonymous with marketing to no one.” Our hope is that through customer segmentation, you will be able to market to your exact target customers instead of no one at all. Let’s get started.

    customer segmentation

    What is customer segmentation?

    So, what exactly is customer segmentation? Simply put, segmentation is the process of dividing your customers into distinct groups based on their needs and characteristics. By dividing up our customers, we can better serve each group with messaging particular to them. For example, you wouldn’t want to treat customers about to churn the same as newly acquired customers.

    On a larger scale, however, customer segmentation is designed to find your core audience or ideal customer base. Typically, this core audience is loyal to your company and as long as you treat them well, they will return the favor. Keep in mind that even those these are your ideal customers, each segment plays a part in your overall strategy. Let’s take a look at those different segments now.

    Creating buyer personas

    When you divide your audience into segments, you should also create buyer personas for each distinct group. These buyer personas are fictional representations of each segment, each with different characteristics and preferred methods of communication. For instance, while your millennial audience might respond well to a text blast, older customers might prefer a good ol’ fashioned email.

    Each of these personas will value different aspects of what you offer, and thus will need different marketing messaging to attract and retain their business. Part of creating these personas will putting together a plan of action for each. After all, it’s one thing to begin customer segmentation, it’s another to use it to make a difference.

    No such thing as “one-size fits all”

    Unfortunately, for businesses who have until now subscribed to the “one-size fits all” approach to marketing, that strategy will no longer work. In the same way that advertisers no longer have to guess which members of their audience are receiving their messaging, marketers can no longer treat all customers the same. Thankfully, tools like marketing automation can make this process less complex and easier to tackle.

    That’s not to say that certain tools like social media and blog posts can’t be used to make a difference since they are more general knowledge. However, even with these tools, customer segmentation improves the process and makes more of a difference to your customers when you are targeting them specifically instead of lumped together.

    customer personas

    Benefits of customer segmentation

    Now that you understand a few basics about customer segmentation, let’s talk about the benefits of segmenting for your company. Each of these benefits is possible if you are able to properly segment your audience based on analytics and then use those segments to better serve your customers. Let’s take a look.

    Increase engagement

    Customer segmentation increases engagement from your customers across the board. Since you are now able to provide catered experiences to different segments of your audience, you can deliver deals that they love directly to them. You can even use customer segmentation in combination with your customer loyalty program to help your customers earn rewards.

    This is something that many companies are desperate for in a market where customer engagement is hard to come by. One of the best ways to keep customers engaged is to provide value to them at every turn in the customer journey. By segmenting your audience, you can better serve each part of your audience, leading to a better overall strategy.

    Targeted marketing

    Which leads us to the next benefit of customer segmentation: targeted marketing. Although targeted marketing has been popular before, with the internet and mobile app analytics, targeted marketing has reached new levels. Now, not only can you deliver deals that your customers will love, but you can select your time and method of delivery that best suits them.

    As we mentioned earlier, a powerful and popular means of communicating with your audience is SMS marketing. Not only are you able to reach most of your target customers within minutes, but you can craft particular messages to strike the deal home. Use mobile marketing tools like this to boost customer segmentation and take your retention marketing plan to a whole new level.

    Retain more customers

    Finally, the last benefit of customer segmentation is the goal of most marketing plans: to retain more customers. By focusing on treating your customers well with different customer retention techniques, not only will you save money on customer acquisition, but you can grow your business through word-of-mouth referrals as well.

    Customer segmentation is simply one tool in a series of others when it comes to customer retention. However, when you are able to put each of these tools together into an overarching plan, your marketing is that much more potent and powerful.

    segmenting customers

    Final thoughts

    Through this beginner’s guide to customer segmentation we have been able to take a closer look at this exciting customer retention strategy. We have also been able to see some of the benefits of customer segmentation, as well as best practices for using mobile marketing tools for success. By segmenting and then treating each of these customers well, you might never have a problem with customer churn again.

    We’ll leave you with this thought: if you were a customer, would you want the same messaging as everyone else, or would you want something just for you? Seems like a simple choice, right? Well make that choice for your customers. Commit to customer segmentation and give your audience the experience they deserve.


    netpulse

    Netpulse: Bringing Mobile to the Fitness World

    Over the last few decades, there has been a massive shift in the fitness world as more companies and consumers realize the possibilities of new technologies. With companies like Fitbit creating wearable devices to track exercise and MyFitnessPal to keep your diet in order, mobile technology is revolutionizing the way we stay fit. One company that has been doing this longer than most is Netpulse, a company that saw the potential of mobile and fitness.

    Built upon the foundation of creating branded mobile apps for fitness studios and gyms across the globe, Netpulse has grown from an idea into a business that has raised over $40 million in funding over the last 6 years. Not only is Netpulse a sign of the times, but of the power of mobile marketing to make a difference in the lives of customers. Let’s take a closer look at their business model and see what can be learned from their success.

    netpulse

    The Netpulse story

    Netpulse was founded in 2001 by Thomas Prouix and Bryan Arp, who saw the untapped potential of putting screens in front of gym members while they work out. In a day and age where 80% of gym members own a smartphone and keep it with them at all times, this makes sense. However, back in 2001, this was still a revolutionary idea.

    Over the next 10 years, Prouix and Arp worked to establish relationships with many top players in the fitness industry. Gold’s Gym, Retro Fitness, and UFC Gym were just some of their first high-profile clients, allowing them to invest more in new features and scalability for smaller clubs. Today, Netpulse has thousands of customers and has even made acquisitions of companies like Club Apps to expand their customer base.

    How does Netpulse work?

    Now that you have some history on this groundbreaking company, you may be interested in how Netpulse actually works. For starters, Netpulse targets gyms and fitness studios that are looking to increase customer engagement and referrals. They do this through something they refer to as their Netpulse Formula, which is a 5 step program that includes attracting, converting, engaging, selling, and connecting to and with gym members.

    By creating a specific mobile app for each fitness business, Netpulse is able to consolidate all marketing messaging in one, easy to find space. Not only that, but members can also use their apps to track their fitness progress, making Netpulse apps the one-stop-shop for members when they visit the gym.

    The power of mobile apps

    Back in 2001, companies were just beginning to see the power of mobile app development when it came to reaching customers. Today, we understand this, but Netpulse has been working with gyms and fitness studios for years and now has the analytics and data they need to set themselves apart from the competition.

    Features like checking in when you reach the gym, setting goals for your workouts, scheduling classes, and more can all be done through the apps that NetPulse creates. While many businesses that create apps focus on one area of the customer journey, Netpulse puts everything in one place to make things easier on users.

    Customer engagement

    Another aspect of Netpulse that has helped many fitness studios retain more customers is the ability to integrate with other platforms and programs. For instance, Netpulse has a built customer loyalty program for members to earn rewards while they exercise. Not only does this lead to better customer engagement, but it incentivizes members to come back to the gym again and again.

    By offering customers relevant rewards and ideas for what they need to succeed, Netpulse has been able to help these fitness clubs enhance their customer engagement strategy. This should be a lesson to other fitness businesses that rely on quick fixes and untested solutions: treat your customers well and they will stick around.

    gym member engagement

    The Success of Netpulse

    As you can see, Netpulse has been able to build a solid foundation by providing members with what they need for success. However, the other key reason for Netpulse’s boom is their understanding of fitness club owners and managers. Owners can track their members user engagement metrics to get an inside look at their ideal customers.

    This kind of information is invaluable to any business, but especially one that can be as chaotic as a fitness studio. Since customers need to be engaged in order to make their daily trip to the gym, this kind of equipment and technology is going to become even more necessary in the years to come.

    Revenue model

    When it comes to the revenue model that Netpulse employs, they separate their offerings into 2 distinct categories: small business and enterprise. Netpulse understands that the needs of a large company don’t always align with those of a smaller gym or fitness studio, and their features and pricing are adjusted accordingly. Let’s first look at their small business model.

    For small businesses

    Knowing that small business owners often don’t have the capital to create a custom app, Netpulse works on a template format for small businesses. They work with the owners to design their app, layout the functions, and get it published in the app store. From there, owners pay a monthly fee for them to perform mobile app maintenance and make sure that users can find them when they search.

    For enterprise

    On the flipside, Netpulse’s enterprise solution begins app development from the ground up. Since enterprise clients often have a much wider presence, they are often less concerned with referrals and customer retention, and are more interested in brand recognition and upselling. Netpulse understands this and makes each of these functions a priority.

    They also understand that enterprise solutions must be built to scale, which is why marketing automation is a large part of their enterprise model. Not only can this help owners and managers to better focus on their member’s experience, but it provides a united front, an important part of brand recognition.

    fitness club members

    Final thoughts

    As we have seen from Netpulse’s success, a focus on members and their needs is a surefire way to increase engagement and retention. Additionally, by using technology and automations whenever possible, they are able to make a better experience for their owners as well. This should be a lesson to those just getting started in the fitness world: mobile technology is powerful when used well, so make sure you are doing exactly that.


    analytics tools

    [Simple Tips] How to Use Mobile Analytics Tools To Stay Ahead Of Customers

    For anyone who works regularly with mobile or web solutions, you understand the necessity of data for almost all digital functions. Without the right data, systems run dry and are useless until replenished. Mobile analytics tools work the same way. Unless you are actively tracking user engagement metrics on a daily basis, your stream will run dry. Although, this time it won’t be data you are missing, but customers.

    In today’s day and age, marketers and business owners need to understand how mobile analytics tools function in order to stay ahead of their customers. In this article, we are going to take a look at how to use these analytics tools for success, both when capturing data and using it for analysis. Without taking up any more time, let’s get into it.

    analytics tools

    Start “mining”

    Sometimes referred to as “data mining,” the act of collected mobile analytics should begin as soon as possible. The more information that you are able to collect, the better your analysis of your customers will be. Start by taking a look at your latest customer retention techniques and how they worked, this can give you a good insight into where you should focus.

    When trying to track mobile users, analytics tools can come in a few different variations. For example, a mobile app is easy to track as you have complete control over the entire situation. Whereas something like a mass text marketing campaign can offer you analytics like click-through rate and conversions, but not the whole story.

    Our advice is start mining early and collected as much data as you can.

    Capture all data

    One of the biggest mistakes made by first time users of analytics tools is to try and predict which data will be useful and which will not. Not only is this an unwise approach, but without all the data available, your reports will be skewed and unreliable. Instead, capture all possible data from as many sources as possible.

    Thankfully, a lot of this sort of capturing can be done with marketing automation today. However, we recommend spending a good amount of time setting up the process before you begin in order to make sure you are getting the most out of it. When you are capturing all of that data, creating an understandable filing system will save you a lot of headache later. You may not even need all of this data, but you should capture it anyway and have a system for finding it, should you need it.

    Quality over quantity

    Now, it is going to seem as if this next step counteracts the previous one, but that is not the case. When we say that you should use quality data over a large amount of data when running your analytics tools, we mean that you should use only relevant data. Despite that fact that we just told you to collect all data from mobile app analytics to user time management habits, that doesn’t mean you will actually need to use all it.

    Instead, you should select the information that is pertinent to what you are working on and use your analytics tools to discover the true story. While you should absolutely avoid making assumptions about your audience (more on that in a minute), you should at least know which data is relevant to your current situation. Then, use that to make decisions, not the irrelevant data.

    No assumptions

    Another common pitfall made when using analytics tools is to come into things with a certain viewpoint and then make assumptions about your customers based on what you have assumed about them. Not only is this unproductive, but it will lead to poor analytics results as well. Instead, try to approach each new look at the data with an open mind, there may be something you missed before due to unintended bias.

    It is also worth saying that you should make decisions based off past experience and data from your analytics tools. This is different from simply assuming things about your customers without the proper follow-through. However, if you have already done the analytics and understand the context before making a decision, that is by all means a wise and thoughtful approach.

    Avoid unnecessary risk

    When you are focused on reducing churn rate and retaining more customers, it can be difficult to approach all decisions with such a clear, thoughtful mind. This is another area where those using analytics tools fall short and end up taking unnecessary risks for the sake of collecting data. While it may have been that you used to have to bed your customers for their feedback on your product or service, analytics tools have taken over.

    Now, your customers should never have to perform an extra step or invest additional time to give you the data you need. If you are able to follow these best practices for using analytics tools, you should be able to collect everything you need without any interruptions to your or your processes. Not only will this help you avoid customers who can grow aggravated from repeat prodding, but it will create a better process overall.

    Remember the full picture

    Out last piece of advice when it comes to using analytics tools is to remember the full, overall picture of your customer retention marketing campaign. It can be easy to get bogged down by stats and analytics tools, so it is important to keep an optimistic mindset and remember why you are doing the things that you are.

    For example, it may seem tedious when you are creating your marketing automations and putting together your campaign, but once you see the customers start to roll in based off your smart, data-based marketing decisions, the whole thing will feel worth it. You should also begin to see that the data you collect has an effect on your mind and the way you approach other issues.

    By remembering the full picture, you can prepare yourself for anything while being ready for everything. We hope that you are able to use both these best practices and analytics tools to create a better experience for both you and your customers. Now, get to mining!


    perkville

    Perkville: The Power of Customer Loyalty

    While there are those who are just now hearing about customer loyalty programs and their ability to engage customers, others have been investing in customer loyalty for close to a decade. Those folks are the people of Perkville, a company that understands the power of customer loyalty in a world where customers have more choices than ever before.

    By harnessing the power of relationship marketing, Perkville has made a name for themselves working with industries like spas, salons, and fitness studios to increase customer loyalty. Additionally, Perkville has been ahead of the game when it comes to loyalty, as now 75% of consumers believe loyalty programs are part of their relationship with a brand.

    If you want to learn a thing or two about customer loyalty from the best in the business, you’ve come to the right place. Let’s talk about Perkville and the power of customer loyalty.

    perkville

    Company history

    Perkville began back in 2010 with the idea of revolutionizing the way small businesses engage with their customers. Their hypothesis was that if you give your customers a way to track their loyalty and even reward them for it, they will be more likely to stay loyal to your company. While this might seem simple now, without companies like Perkville leading the way that would not be the case.

    Since then, they have raised millions of dollars in funding and now work with a series of different companies across different industries. In a time where customer retention and engagement is such an important part of the overall experience, Perkville has helped many to do more with less.

    How does Perkville work?

    “Ok, but how does Perkville work?” you might be asking. Even if you don’t know how the system works, you have undoubtedly experienced some form of a customer loyalty program at some point in your life. Common examples include Starbucks’ rewards program, airline mileage programs, or even filling out a punch card for a free smoothie at your local shop.

    Perkville simply has taken this idea and scaled it to a level where almost anyone can use it. By using big data for small businesses, these companies are able to make better decisions and help their customers with a loyalty program. The brilliance of Perkville comes from simply rewarding customers for engaging with a business more, which in turn drives sales and conversions.

    Increase referrals

    However, there are other benefits outside of simply reducing churn rate and increasing sales, although those are the main goals. Perkville can also help businesses increase referral business as well, both organically and with a little push. First, for organic growth they know that 73% of customers are more likely to recommend companies with strong loyalty programs. This stat proves that loyalty is important for growth as well as retention.

    But with Perkville, they don’t stop there. Customers can always receive more benefits by referring friends to the business. The more friends that sign up, the more rewards you receive. So, not only are customers earning rewards, but you are getting new leads at the same time.

    fitness customers

    Marketing automation

    The other feature that is often seen as a huge component of Perkville’s success is their ease of using marketing automation. Due to the fact that Perkville works with a lot of similar businesses, they have been able to set up campaigns that work well with each of their verticals. Companies in these industries simply set up the program and go.

    With the power of automation, businesses don’t have to keep a sharp eye on every single thing their customers do. Instead, they can set up the program, see how it performs, and then analyze what can be done better. All this is being done while you focus on retaining more customers and adding new ones.

    The Success of Perkville

    While we have covered a few of the reasons why people use Perkville, their success has mainly come from going all-in on customer loyalty. Back in 2010, not many people understood that customer-first marketing would become as big of a trend as it has. By being at the forefront and going above and beyond, Perkville was able to cement their place in this space.

    As more businesses join Perkville, the better their technology will become for creating loyal customers. Then, as their business grows, new areas of the market will start to see the benefit of loyalty for their customers. While it still remains to be seen what Perkville will do, we believe the future is bright.

    Revenue model

    Perkville works on a subscription-based revenue model on a monthly basis, which is typically the most popular format for SaaS companies, especially those working with small and medium sized businesses. From there it seems to simply increase in price for the amount of features you would want at your disposal.

    Some savvy businesses have begun to pair Perkville’s customer loyalty program with SMS marketing for even better customer engagement. Since customers usually need to use their phone in order to access their rewards points, this combination makes a lot of sense for small businesses working on a budget.

    loyal customer

    Final thoughts

    As we have seen, customer loyalty is becoming one of the best ways to engage with customers and keep them coming back again and again. However, like any great marketing program, it works best in conjunction with others.

    We hope that you are able to take what you have learned from Perkville about loyalty and apply it to your own customers. Just remember that treating them with respect and making their lives better is the ultimate goal.