Most fitness businesses are feeling the pinch of higher cost and lower conversions with Facebook ads and YouTube videos. Its been 7 years since Facebook launched custom audiences – The targeting tool that helps you target people based on interests. But organic reach has dropped drastically in the last few years and fewer people are logging into Facebook these days. There has also been a growing distrust with online advertising among users. Brands and businesses have been addicted to social media growth and now its time to break this addiction.
The way to break this addiction is to offer better CX – customer experience, and shift your thinking from advertising to marketing to customer experience.
Customer experience for small business has an online component and offline component. I’m assuming that you have been running a small business for some time and hence you can speak to the offline component of customer experience better than me.
The online component of customer experience requires a commitment to more personalized interactions and messaging. More than selling to a user, you will need to engage with the user in a two-way conversation and provide them value through your marketing content.
How do you do this?
More than a single marketing tool, you need a system where you’re using your customer data to target your members at right moments in their customer journey. You are already collecting all the data you need on the customer on your POS system. What is missing right now is a system to use that data, engage users and reduce your churn.
So how can you drive consistent personalization in an age where you have all the customer data that you need?
Timing is everything
Whether you’re retargeting a member who has not visited the gym in a while or sending someone an upsell message, it’s widely understood that customer data that’s been sitting for too long unattended goes stale. (In fact, a distinguished direct marketer once told me the highest-yielding ROI tactic he’d ever implemented was removing dead people from his company’s mailing list!)
Conversely, while not universally true, it’s very often the case that, the sooner you’re able to act on customer data, the better. Your current problem is that all the customer data sits in your POS or ERP without being touched until you decide to start a marketing campaign manually.
The Gleantap solution
Gleantap integrates with your POS and ERP system and the data on Gleantap gets updated every day. So you can set up an automated campaign on Gleantap and it would get executed when a customer meets the specific conditions that you have set.
For example, if you want to send an up sell message to a member who has checked in for two weeks consistently, you can create an automated campaign that sends your custom message to every member who has checked in for 14 days in a month or 14 days straight.
This way you don’t have to wait for man hours to be freed up to run critical marketing campaigns. You can set it up, automate it and then analyze how your campaign is doing on a weekly or bi-weekly basis.
How do I measure the value of automation and integrations?
You can measure the value of these automated campaigns and the integration with your existing systems in two ways:
- The response rates and conversion rate of the campaigns that you are running
- The value of running campaigns that would not have been possible with such an automated system
The second part is really important because an automated customer engagement platform gives you the power to run interesting campaigns that would not be possible without it. We’ve seen our customers engage with people using fitness tips and suggestions that keep them highly engaged and keeps the brand on top of mind
Co-Founder, Gleantap & Mastera