fitness marketing

In this digital age, there is now a huge emphasis being placed on user reviews and they have become a huge part of fitness marketing. With major high profile review sites such as Google and Yelp just a click away, consumers are becoming more and more accustomed to checking online user reviews before making a purchase decision.

Data shows that 91% of consumers read online reviews before making a purchase, and 68% percent form an opinion after reading between one and six online reviews.

Yelp averages more than 178 million unique visitors every month, and a whopping 82% of consumers visit Yelp because they’re intending to make a purchase.

More often than not, reviews influence a consumer’s decision making and having a lack of reviews is almost as detrimental as having bad reviews. PLUS, not only will good online reviews help to convince people to join your gym, it helps you rank higher than your competition on local searches!

Another report states that Online reviews impact purchasing decisions for over 93% of consumers.

So how can your health club entice members to leave positive reviews that help improve your fitness marketing?

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Offer Incentives to Members that Leave Positive Reviews

Needless to say, the best way to motivate your members to do something is to give them something in return. Disgruntled members are much more motivated to leave bad reviews than happy or content members are to leave good reviews, so your health club will need to entice your happy members.

Why do disgruntled members leave bad reviews?

The main reason a member leaves a bad review is because they have a reason or an outcome they’d like to see as a result of the complaint.

  1. They want you to say “sorry.”
  2. They’d like to save other consumers from bad experiences
  3. Unfortunately, some just want some feeling of “revenge”

73.2% of people who give negative reviews hope to save others from having the same experience.

How much damage is done by Negative Reviews?

  • A one-star increase in Yelp rating leads to a 5-9% increase in revenue.
  • Customers are willing to spend 31% more on a business with excellent reviews
  • 92% of B2B buyers are more likely to purchase after reading a trusted review

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Why will happy members leave positive reviews?

Studies that monitor consumer behavior have identified the following experiences is what motivates a customer to leave a review

  • They’ve been delighted
  • They genuinely want to help others
  • They feel passionate about the topic or product
  • They are compensated or rewarded

What is the Power of Positive Reviews?

  • A one-star increase in Yelp rating leads to a 5-9% increase in revenue
  • Customers are willing to spend 31% more on a business with excellent reviews
  • 92% of B2B buyers are more likely to purchase after reading a trusted review

 

fitness digital marketing

Offer FREE Month for a Positive Review

One of the most successful strategies to enticing current members to leave a positive review on Google or Yelp is too offer them a free month added to their existing membership. This type of compensation has real value to the member, as you are now offering to give them something that they enjoy and that they already associate a high value too.

You can consider other rewards to entice members to leave positive reviews, such as a free personal training session or a free protein shake, but again, the power of offering the one-month free added as a reward is the fact that they already have a perceived value placed on their fitness membership. There are no barriers of unfamiliarity to bread down.

The one-month free reward program is also a great way for your staff to interact and build relationships with some of your health club’s most valued members. This is a win-win, because the member is getting something that makes them very happy, and your health club is getting something a very high value; a positive online review.

FREE Month Pass for a Friend or Family Member

Another great strategy to getting positive online reviews is to offer a free one-month pass to friends and family of current club members. This a win-win on a few levels.

  1. You make an existing member happy
  2. You create an opportunity to sell a new membership
  3. Your health club gets a positive review

health club marketing

Leverage your positive fitness reviews

The bottom line is that if your members are happy, you need to leverage this to help market your health club. It will make a substantial impact! Not only do need to solicit reviews from happy members, but you also need to incorporate these reviews into your fitness marketing. For example, if you are using Google search ads to advertise your club, then you can incorporate your positive Google reviews into those ads.

Now get out there and start getting some positive online reviews!!!