A Fitness Marketing Agency
in UAE & UK

Content marketing is a digital marketing strategy that involves creating and sharing valuable, relevant, and consistent content to attract and engage a clearly defined audience with the goal of driving profitable customer action.

The content created can take many different forms, such as blog posts, articles, social media posts, videos, infographics, whitepapers, e-books, and more.

The key element of content marketing is that the content is designed to provide value to the target audience, rather than being purely promotional.

The purpose of content marketing is to build a relationship with the target audience by providing useful information, education, or entertainment.

By establishing this relationship, the business can earn the trust and loyalty of potential customers, which can ultimately lead to increased sales and revenue.

In the context of digital marketing, content marketing is a powerful way to attract and engage customers online.

By creating high-quality content that is optimized for search engines and shared on social media, businesses can increase their visibility and drive traffic to their website.

They can also use content marketing to establish themselves as thought leaders in their industry, which can further enhance their reputation and authority.

Blogging:

One of the most effective content marketing strategies is to create a blog.

Gym owners can write blog posts about topics that are relevant to their target audience, such as fitness tips, nutrition advice, or workout routines.

By publishing high-quality blog content on a regular basis, gym owners can establish themselves as experts in their field and attract potential members to their website.

Video Marketing:

Gym owners can create videos to showcase their facilities, services, and workout routines.

They can create video content for YouTube, Instagram, and other social media platforms.

By creating engaging and informative videos, gym owners can attract potential members to their gym and show them what they have to offer.

Social Media:

Gym owners can use social media platforms like Facebook, Instagram, and Twitter to promote their gym and connect with potential members.

They can share their blog content, videos, and other promotional materials on social media to reach a wider audience.

Email Marketing:

Gym owners can use email marketing to nurture leads and keep their existing members engaged.

They can create newsletters that highlight gym events, promotions, and new classes or services. By providing value to their email subscribers, gym owners can keep their brand top-of-mind and encourage repeat business.

Collaborations:

Gym owners can collaborate with other businesses in the health and fitness industry to create joint content that benefits both parties.

For example, a gym owner could partner with a nutritionist or personal trainer to create a joint blog post or video that promotes both businesses.

One of the biggest tips for improving the return on ad spend, especially for fitness studio's in Dubai and the UAE in general it use exclusions. Excluding audiences is crucial given the large number of internet users who, unfortunately, do not have the real disposable income to afford the price point for many fitness studios and gyms in the United Arab Emirates.

PPC/Google Exclusions

When it comes to Google Ads (whether Google Search or Google Display) you can exclude people by the country or locations they are in or show interest in. We tend to exclude around 70 countries that trend towards lower incomes, whilst this may reduce your target audience and lose a few people from those countries that could afford the services you are offering, by removing them from the targeting you are optimising your very limited ad budget by ensuring every penny is being spent to reach someone who is far more likely to be able to afford your products and services.

Social Media Marketing

When it comes to social media marketing, exclusions can be harder. The more 'woke' the platform, the more against what they perceive to be discriminatory practices in targeting ads. This ranges by platform and also how frequently your ads are reported (sometimes this is by competitors), in our experience we have seen Facebook penalise a client's ad account for inferring being overweight is unhealthy in advertising for a gym. Excluding by interest here is more likely to be successful, so you can think of movies, persons, sports or regions as opposed to countries/locations as you would in Google.

Demographics

If you are tracking your conversions effectively with analytics, you will be able to determine the trends of your conversion rates when it comes to demographics. Use this data to limit your advertising campaigns to those demographics most likely to convert, with fitness we tend to see injury rehab focused ads work better with 38-45 year olds, whilst ads for fitness classes or group workouts will work better with 28-35 year olds. This is not to say that people outside those ages or genders will not convert, just that when all you have to spend is $100 a day or under, it is worth limiting to the demographic segments that convert the highest.

Device Brand / Category

If you are tracking your conversions with analytics the conversion rate by device brand and category is easily discernible. As a premium fitness studio or gym you might notice a big chunk of your conversions are coming from Apple Iphone users. Alternatively you might notice that desktop users have a higher conversion rate than mobile users. Adjust your budgets accordingly, if your audience pool is big enough, consider running separate ad groups by device category and tailoring your ad content for each category/device and then managing your budget in line with the proportion of leads. 

Ad Scheduling

One of the first things we do for a client is create a Google Looker Studio (formerly Datastudio) dashboard that creates a heatmap of the conversions occuring on the website segmented by day of the week and hour of the day.

This helps us to maximize performance for ad campaigns by concentrating ad spending on the times of the day and the days of the week that get the highest conversion rate. We also create a Google Sheet that takes live data from Google Ads to charge conversion heatmaps for Google ad campaigns

To understand this you have to understand the ranking factors that Google's search engine ranking algorithm uses to determine the order websites show up in search results. The pie chart below demonstrates the Google Ranking Algorithm factors in 2023:

Google is increasingly leaning towards trying to guess users' search intent. This means that when someone is searching for a mechanic, it will also show them results for a bodyshop, tyre shop, engine tuning garage etc. 

The more high value content on your website that is effectively optimised for the niche you are aiming at, the more search engines are able to understand what your website is about.