The Power Of ‘What’ & ‘Why’ In Marketing Your Fitness Business
This past month on the REX Marketing Managers Roundtable, we have been diving into data behind our marketing and this has given me 3 great lessons.
Lesson #1 – Data Doesn’t Tell Lies
When you get into your Google Analytics or Facebook Ads Manager you can see exactly what is working and what is not. For the first time in the history of marketing you can truly see the details, costs, conversions, clicks of what is working and what is not working.
The problem for most owners is they ‘don’t have time’ to look at this data or they are not sure what they look for to get improve that data.
As owners and managers we must make the time to get a thorough understanding of the data behind our marketing – otherwise you could be wasting money!
Lesson #2 – ‘Why’ Leads To Improvements
Once we know ‘what’ is happening with our marketing we need to explore ‘why’ it is happening. There is no question this is where the real power of a REX Roundtable lies – group thinking around why some images work and others don’t, why a call to action leads to conversions and other do not, and so much more.
In one meeting we spent a solid 45 minutes analysing landing pages and through group thinking formulated the best practice for a landing page to convert.
As a group we looked at why they were not working and found a solution. This is the uniqueness of REX Roundtables right there!
Lesson #3 – Benchmarking Gives Direction
We all use measurements in our marketing and sales departments and with that comes different definitions. This makes comparison difficult but not impossible!
The much better solution is explaining the number you want to compare rather than the name of the number. When you get an explanation then we know the detail of the number that we are searching for in our reports. So aim for definitions rather than names.
The other component of comparing numbers is looking at percentages rather than raw numbers – for example digital marketing spend as a percentage of marketing spend will be more relevant than the actual dollar amount as we all have different marketing budgets.
REX Roundtables has been improving leadership qualities of owners and managers since 1989 and we have a REX Roundtables suitable for you and your business. For business owners we have several Roundtables you can join – where there are no competitors. For General Managers, Sales Managers and Marketing Managers we have specific Roundtables for you too!
I am lucky enough to lead 7 REX Roundtables, so if you are keen to join one of mine click here [link to [email protected]]
- REX US Owners Roundtables – I lead 2 of these;
- REX US Marketing Managers Roundtable
- Aussie & NZ REX Club Owners Roundtable
- NSW Fitness Business Roundtable
- Anytime Fitness Franchisee Roundtable
- REX US Suppliers Roundtable – FULL
If you’d like to chat about IF REX Roundtables is right for you then give me a yell by dropping me an email and we’ll organise a time chat – click here.
Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.