Top Marketing Trends for Health & Fitness Businesses in 2020
Digital marketing is now a necessity for businesses no matter what industry, but what will be the top marketing trends for health and fitness businesses in 2020?
Traditional marketing methods no longer gain the same traction, they cost so much more when it comes to ROI (return on investment) and simply don’t get the greatest reach any more. But with the digital environment ever-changing, it is important to keep up to date with the latest trends and make sure your brand or business has a presence on multiple platforms.
Here is our list of what we think will be the top marketing trends for health and fitness businesses in 2020…
Our Top Marketing Trends for Health & Fitness Businesses in 2020
1. Content Marketing
Content marketing will still be one of the top digital marketing trends and isn’t going away any time soon! Us humans just can’t get enough of it it seems!
However, the focus should be on quality over quantity, and also make sure you consider what you get in return for your efforts – what is the purpose of your content, to drive sales? Or capture leads? Whatever it is, after investing your time and effort into making that content, make sure it works for you and your business or brand.
There are many ways to get content out…
First up, you could try blogging. However, in 2020, focus on taking blogging beyond just another article to read. Give the user something to take away, or a resource to refer back to, something that will keep you at the forefront of their minds and first to think of whenever they are ready to make that purchase!
Social media is obviously another form of content blogging and provides many brands, businesses and influencers with a platform to push micro blogs. Take into consideration your audience – if they are social media addicts, they may never leave the Facebook or Instagram platform, so have a think about ways you can capture, influence and convince them to purchase within that same platform. Facebook now even offers an opportunity to sell your products through their platform too which might be handy for some of you reading this blog.
Apart from continuously posting out stories and content on yourselves, consider the wider community. Could you build and nurture a community around your brand or business? Could you use Facebook or Instagram, or even another social media platform to do that? Think about private groups, community pages and private chats. Could any of these tool help deepen the relationship between you and your clients or potential customers?
Also, consider how influential the content you are creating is. And if you are not the influencer, could you influence others to provide content for you? Could you throw user-generated content into the mix? Whether that be simply sharing posts on your topic of choice, or asking your fans and followers to send you pictures or stories about whatever it is that you want to discuss? Get the community involved, share stories on others and show love back – no one likes a person that just talks about themselves all the time, but everyone loves to hear a good story about someone else!
Finally, and this brings us nicely on to our next point, have you considered using video in your content marketing strategy?
2. Videos
Videos will continue to grow in popularity when it comes to content marketing. A report released by HubSpot showed that about 45% of people spend more than 1 hour per day watching videos – so why should it not be your video that they watch?
There are so many ways now to create and distribute video style content from the traditional YouTube edits to Instagram stories or live stream. Creating video content has never been so accessible!
Key themes for video include:
- Telling your story, this could be through mini-documentaries or micro-moments
- Educational videos that add value to the end-user – perhaps you could create an instructional video that demonstrates a free workout or yoga class?
- Behind the scenes, raw moments – humans value empathy and honesty. You can convey this in un filtered, un-polished in the moment footage
But remember – the key to success (or going viral) is your videos sharability. Is your content something that a user will want to share?
3. Websites
What top digital marketing trends list would be complet without the mention of websites?! And of course – what every you do online, wherever you do it, all your efforts should lead back to your website in order to convert leads into sales, or wherever you want your user to make their purchase.
However, to get that final click to complete a purchase, your website needs to tick a few boxes first…
1. Check your website speed – users simply do not have the patience any longer to put up with slow loading sites
2. Check how your website looks on all devices – are all buttons clickable, do all the images sit correctly on the page no matter what device they are using? Your site must look perfect at all times. Be aware that as the internet evolves websites can break – they need regular maintenance to ensure that they are continuously working well. You can find out more about our website management services here…
3. Finally, consider your search engine visibility. No longer is it just good enough to have your pages optimised, but also consider what your ’snippets’ look like on Google. We are now in the era of ‘zero-click searches’ – by this we mean when a user searches for something on Google but doesn’t need to click any further as they can get all the information they need from the snippets that Google now provide. Make sure your snippets give everything the user needs to make a decision to purchase or take the action you need them to.
4. Humanised Customer Service
Finally, we have all had enough of useless robots providing substandard levels of customer service. Humanised customer service is now considered a luxury and can often be the winning factor to many purchase decisions – the simple fact that they can purchase safe in the knowledge they can reach out to an actual human if they have any issues later down the line!
Let’s face it, customer service is expected no matter what your business or industry. you must consider how you provide and manage that, and how that management will impact your current customers or influence potential customers to purchase or not.
5. A 360, personal and holistic approach
With data being readily available and easy to collect, personalised service is almost essential to nature, gain and retain customers, both new and old.
Consider tailoring and targeting your marketing efforts to niche groups – you could base this on age, gender, location or just about anything you like that you feel is relevant.
For example, if you were to take age as the defining factor for your target, you could look to incorporate nostalgic content relevant to their era to capture attention, spark engagement and relate to that particular user.
You should also use data to make sure you target those users with only the campaigns that are relevant to them. mass marketing and sending out generic information that is not always, or even never relevant, is a sure-fire way to lose fans and followers.
Above all though, offer a personalised service that makes your fans, followers, potential and current customers feel like you truly cairn’s for them – after all your in an industry that is all about self-care! Lead by example.
For example, if you are in the fitness industry, as well as pushing out content about workouts and fitness tips, why not through some nutritional advice into the mix too or other wellness solutions.
Whatever you decide to do here, the top tip is to try not like you’re always selling. You should sound like you genuinely care (because you do!) and that you are trying to help.
How to impliment these marketing trends…
Digital marketing trends are always changing with the introduction of new technologies, changes in consumer behaviours and innovations. So it is important to be aware of the latest trends and adapt to stay relevant. Your existing strategy does have to be thrown out the window, instead try to incorporate some of these trends in where possible so that you generate more leads, drive traffic and grow. If you need help reviewing your digital marketing strategy or need support executing your marketing campaigns, Collective Industries are here to help – get in touch with our team today to discuss your project, get free advice and even request a quote.
For further reading, check out our other blog too – Top Digital Marketing Tools for 2020
Get in touch…
Call Harriet – Founder of Collective Industries