Transforming Brands: Digital Marketing That Delivers Results
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FENIX Fitness is an inclusive fitness space that reinvented personal training. They focus on scientific evidence-based coaching to help clients achieve their dream results in a sustainable way.
The Achieved results
Challenges Faced by the client
The client came to us feeling exasperated as they faced the following challenges:
Standing out in a crowded market: As a fitness business, FENIX Fitness faced the challenge of standing out in a crowded market. With thousands of gyms and fitness clubs promoting their offerings through digital marketing, it was difficult for FENIX Fitness to differentiate themselves and effectively communicate their unique selling points.
Communicating their value proposition: FENIX Fitness provides an inclusive and scientifically-proven approach to personal training. However, communicating this value proposition to potential customers was challenging, as it required a deeper understanding of their target market and effective messaging to articulate their unique benefits.
Slow results from digital marketing efforts: Despite investing in digital marketing efforts such as paid advertising, Google reviews, and Google Maps SEO, FENIX Fitness was not seeing the desired results.
Achieving growth: Ultimately, the biggest challenge faced by FENIX Fitness was achieving growth. They knew they had a great concept and could provide value, but they needed help to grow their business at an accelerated pace. This required a comprehensive digital marketing strategy that could drive traffic to their website, improve their search engine rankings, and boost sales.
how grow faster marketing helped the cient
Marketing a gym is no easy feat, especially when competing against thousands of fitness clubs and studios vying for customers’ attention. But at Grow Faster Marketing, we thrive on challenges like these. After meeting with FENIX Fitness’ leadership team and understanding their mission, vision, and goals, we knew we had to take a different approach to stand out in a crowded market.
Through extensive research and data analysis, we discovered a common obstacle many potential gym-goers face: fear and insecurity. Many people are afraid of being judged or embarrassed at the gym, which prevents them from pursuing a healthy and fit lifestyle.
To address this issue, we developed a comprehensive strategy for FENIX Fitness that focuses on personalized coaching, customized training schedules, optimized nutrition, and 360-degree support to make fitness accessible, achievable, and sustainable for everyone.
At Grow Faster Marketing, we believe that data-driven optimization and continuous monitoring are key to achieving sustainable growth and profitability for our clients. Our tailored strategies and proven tactics have helped FENIX Fitness stand out in a crowded market and achieve their business goals.”
All these led to a 346% increase in revenue in just 7 months. Let’s see how we did it.
Their Google Ads campaigns had a low click-through rate (CTR) of only 1.5%, indicating that their ads were not resonating with their target audience. With a broad target audience, this resulted in a high bounce rate of 70%, indicating that visitors were not finding what they were looking for.
To optimize their Google Ads campaigns, we employed the following strategies:
Sophisticated targeting: We leveraged advanced targeting options such as location, device, and audience demographics to ensure that FENIX Fitness' ads were displayed to the right audience at the right time.
Compelling ad copy: We crafted ad copy that highlighted FENIX Fitness' unique selling proposition (USP) and benefits, such as personalized coaching and 360-degree support.
Effective bidding: We constantly monitored and adjusted FENIX Fitness' bidding strategies to maximize their return on investment (ROI).
Ad extensions: We utilized ad extensions such as site links, callouts, and structured snippets to provide more information to potential clients and increase the visibility of FENIX Fitness' ads.
Sophisticated targeting: This helped to increase the click-through rate (CTR) of their ads by 150%.
Compelling ad copy: This made their ads more compelling and persuasive, leading to increased engagement and conversion rates.
Effective bidding: By focusing on high-intent keywords and bid adjustments based on device and location, we were able to reduce their cost per click (CPC) by 45%.
Ad extensions: This led to an overall increase in ad relevance score on Google, which improved the ad's position and visibility.
As a result of our optimized Google Ads campaigns, FENIX Fitness saw a 150% increase in CTR and a 30% decrease in CPC. Their ads were also more relevant to potential clients, as indicated by an increase in their ad relevance score by 60%. These improvements led to a significant increase in traffic to their website and more qualified leads for their business.
Their Facebook Ads campaigns had a low relevance score of 4, indicating that their ads were not resonating with their target audience. Cost per lead (CPL) was extremely high for the industry, averaging nearly $32 per lead.
To achieve this, we developed a tailored Facebook Ads strategy that included the following tactics:
Customized audience targeting: We used Facebook's advanced targeting options to create custom audiences based on demographics, interests, and behaviors. This helped us reach potential clients who were most likely to be interested in FENIX Fitness' services and increase ad relevance.
Eye-catching ad visuals: We designed visually appealing ad creatives that showcased FENIX Fitness' unique selling proposition, such as personalized coaching and 360-degree support. This helped their ads stand out in the Facebook News Feed and increase engagement.
A/B testing: We conducted extensive A/B testing of different ad creatives, copy, and targeting options to identify the most effective combinations. This helped us optimize their campaigns for higher click-through rates (CTR) and lower cost per click (CPC).
Retargeting: We implemented retargeting campaigns to reach potential clients who had visited FENIX Fitness' website but had not yet converted. This helped us increase conversion rates and improve ROI.
As a result of our optimized Facebook Ads campaigns, FENIX Fitness saw a significant improvement in their ad performance. Specifically, we achieved:
A 75% increase in CTR, indicating that their ads were more engaging and relevant to their target audience.
A 40% decrease in CPC, indicating that we were able to drive more traffic to their website at a lower cost.
A 45% increase in conversions, indicating that our retargeting campaigns were effective in converting website visitors into leads.
Google My Business
Their Google My Business (GMB) listing was not fully optimized. Their GMB listing had incomplete information, with only one image, no detailed description of their services, and only six reviews with an average rating of 3.5 stars, indicating that they lacked social proof and credibility.
This lack of information and low review rating made it difficult for potential customers to find and trust them. Their GMB listing was also not showing up in the top three search results, which are crucial for visibility and credibility.
To achieve this, we developed a tailored Google My Business strategy that included the following tactics:
Optimized listing: We optimized FENIX Fitness' Google My Business listing with accurate and up-to-date information, including their address, phone number, website URL, and business hours. We also added high-quality photos and videos that showcased their facilities and services.
Encouraged customer reviews: We encouraged FENIX Fitness' satisfied clients to leave positive reviews on their Google My Business profile. This helped improve their online reputation and increase social proof, which can drive more leads to their business.
Consistent posting: We created and posted high-quality content on FENIX Fitness' Google My Business profile, including updates on their services, promotions, and events. This helped increase engagement with their target audience and improve their local search ranking.
Tracking and reporting: We tracked and reported on FENIX Fitness' Google My Business performance, including metrics such as clicks, impressions, and reviews. This helped us identify areas for improvement and adjust our strategy accordingly.
On-page optimization: We optimized FENIX Fitness' website content, meta tags, and other on-page elements to ensure they were fully optimized for their target keywords. This helped improve their website's relevance and authority, which is a key ranking factor for Google.
As a result of our optimized Google My Business strategy, FENIX Fitness saw a significant improvement in their online presence and local search visibility.
Specifically, we achieved:
A 60% increase in clicks to their website, indicating that more potential clients were finding and visiting their website through their Google My Business profile.
A 35% increase in calls to their business, indicating that more potential clients were contacting them directly from their Google My Business profile.
A 50% increase in customer reviews, indicating that more satisfied clients were leaving positive feedback on their Google My Business profile.
They went from being unranked to appearing consistently in the top 3 positions for their target keywords, which resulted in a 53% increase in website traffic and a 35% increase in leads.
Retargeting strategies & conversion rates
FENIX Fitness was not using retargeting strategies to target users who had previously interacted with their website or social media channels.
This meant that FENIX Fitness was losing out on potential customers (to competitors!) who had shown some level of interest in their services but had not yet taken action to become a member. The result was a low conversion rate of only 2%, indicating that they were not effectively nurturing their leads.
To achieve this, we developed a tailored Google My Business strategy that included the following tactics:
- Facebook Retargeting: We set up Facebook Pixel on the FENIX Fitness website to track users who had previously visited the site. We then created a custom audience in Facebook Ads Manager using this data and developed ad creatives that were tailored to each stage of the customer journey. For example, we created ads that were specifically targeted to users who had abandoned their sign up process, encouraging them to complete their transaction.
- Google Ads Retargeting: We also set up Google Ads Remarketing Tag on the FENIX Fitness website to track users who had previously visited the site. We then developed ad creatives that were tailored to each stage of the customer journey and targeted these users with display ads when they visited other websites that were part of the Google Display Network.
- Custom Landing Pages: To ensure that we were providing a seamless experience for users, we created custom landing pages that were tailored to the specific ad that the user clicked on. For example, if a user clicked on an ad that was promoting a specific fitness class, the landing page that they were directed to would provide more information about that class and encourage them to sign up.
- A/B Testing: We continually tested different ad creatives, landing pages, and targeting strategies to ensure that we were achieving the best possible results. By using A/B testing, we were able to identify which strategies were most effective and adjust our campaigns accordingly.
By adopting these strategies, we were able to more effectively target users who had previously shown an interest in FENIX Fitness, increase engagement, and ultimately drive more conversions and revenue on existing ad spend.
Specifically, we achieved:
- Increased engagement: By showing relevant ads to users who had previously interacted with FENIX Fitness' website or social media channels, we were able to increase user engagement with the brand. This resulted in a 35% increase in CTR for retargeted ads compared to non-retargeted ads.
- Improved conversion rate: By delivering personalized and relevant ads to users who had already expressed an interest in FENIX Fitness, we were able to improve the conversion rate by 45%. This means that we were able to effectively nurture leads and convert more users into paying customers.
- Higher return on ad spend (ROAS): Due to the increased engagement and improved conversion rate, our retargeting campaigns generated a higher return on ad spend (ROAS) for FENIX Fitness. Specifically, we were able to achieve a 4X increase in ROAS compared to non-retargeted campaigns.
FENIX Fitness was not leveraging the power of email marketing. They were not collecting email addresses from their website visitors, nor were they sending regular email newsletters to their existing customers. This resulted in a low email open rate of only 10%, indicating that their customers were not engaged and informed about promotions, new services, and events.
Here are some strategies we took to help FENIX Fitness leverage the power of email marketing:
Email Capture Strategy: We created a compelling email capture form on their website to collect email addresses from visitors. The form offered an irresistible incentive, such as a free personalized training session, to encourage sign-ups.
Segmented Email List: We segmented their email list based on the customers' interests, preferences, and behavior. This allowed us to send targeted and relevant emails to each customer, increasing the likelihood of them engaging with the content.
Personalization: We used personalization tactics in the subject lines, preheader, and email content to make the emails feel more human and less like automated messages. This increased the open rates and click-through rates of their emails.
Regular Newsletters: We created a regular email newsletter with helpful tips, success stories, new services, promotions, and events to keep their customers informed and engaged.
As a result of these strategies, we were able to achieve the following results:
Increased email open rates: With our email capture strategy, segmented email list, personalization tactics, and regular newsletters, we were able to increase FENIX Fitness's email open rates to 25%, which is 150% higher than their initial email open rates.
Increased click-through rates: We also saw an increase in click-through rates, with an average of 15% of their email recipients clicking on links within the emails, indicating that they were interested in learning more about FENIX Fitness's services and promotions.
Increased engagement: By providing personalized and relevant content to their customers, we were able to increase their engagement with the brand, resulting in more sign-ups for training sessions and events.