An Advertising Campaign for a Gym
What's It About?
The situation was tough: it was 2021, there was legal turmoil linked to the pandemic, and a client came to us with the idea of building the best gym in Łódź. Fierce competition, pandemic restrictions and big ambitions were a challenge we had to rise to, and WE DID IT WELL!
How did a gym that thousands of people now visit every month end up at the top of search results? How did we create a lead-gen campaign that had Revolve bursting at the seams from the very beginning of its existence?
In this article, you'll learn how we prepared the marketing campaign plan, chose the right target audience, ran our SEO activities, and what results we achieved.
I Want It. I Need It. I'll Get It!
The Marketing Campaign's Goal
The goal of the campaign was to bring in as many new gym customers as possible: we needed leads! We generated them with a survey made up of seven short questions, and the lead magnet was a free two-week gym pass plus a towel with the Revolve logo.
A gym is a physical location, so the target audience had to be tightly narrowed down by location. That's why all our activities were run for Łódź and its immediate surroundings.
Choosing the Survey Questions
How Do You Start a Marketing Campaign?
When planning a marketing campaign, coordination between the marketing and sales departments is essential. The survey questions mentioned above were designed to gauge how experienced new customers were, for example who had been training for years and who was just starting out. Another important piece of information for us and our partner was what diets they followed, how often they visited the gym, and whether they had ever used a personal trainer. Running paid campaigns and SEO under a single plan, rather than separately, is standard practice for us as a marketing agency.
This isn't just an excellent way to sell additional services and classes; it's also a chance to look after gym users better. You'd give different advice to someone who's been training for years than to someone who's just starting out.
Target Audience
How Do You Choose Your Targeting?
We targeted our first Facebook Lead Ads campaigns by selecting assumed interests. As leads came in, we used them to build lookalike audiences and show campaigns to users with the most similar profiles.
Technically Speaking…
What Did We Use?
The campaign ran within the Meta ecosystem. Display ads directed users to surveys built with the perspective.co app.
This tool allows extensive creative personalisation, which meant our surveys fitted well with Revolve's visual branding. It also supports a range of integrations that come in handy for campaign optimisation and later data management.
The perspective.co app was connected to the gym's internal management system and, from there, to Facebook, so every completed conversion returned a value, which allowed for good campaign optimisation.
Results of the Marketing Campaign
A Three-Month Marketing Campaign
In 90 days, we generated exactly 1,510 leads within a very narrow target audience. The average cost of acquiring each customer was about €1. We estimate that over 80% of them stayed with Revolve for the long term.
SEO for the Gym
The additional activities we started in June were SEO activities. Using well-chosen keywords, we created valuable content that not only helps gym customers choose the right classes, but also meets Google's guidelines.
The Results of SEO Optimisation
We didn't have to wait long for results! The site's visibility shot up, despite our concerns that the new domain would spend its first year in the so-called sandbox.
The sandbox is a filter Google applies to new domains, limiting their visibility online during the first year.
In under three months, the Revolve website (which we designed and built) was visible for over 30 keywords in very high positions in search results (positions 4-10).
By October, that number had grown to around 30 keywords in the TOP 3, 70 keywords in positions 4-10, and as many as 370 keywords in positions 11 to 50.
A lot has changed on the Revolve Fitness website since then. Some subpages and sections had to disappear as the gym's offering changed, and new ones took their place. A key change was also making the site accessible to Ukrainian-speaking users.
Everyday SEO Work
Above all, we make sure new content keeps appearing on the site, such as descriptions and regular updates to the FAQ section. We also place a great deal of emphasis on external linking from sites with a high quality score.
How is Revolve doing today? Can the site still grow almost two years after SEO activities began? Well, it can! AND HOW!
Above all:
Organic traffic from Google Analytics grew from an initial zero to around 80 unique users a day.
SEO Results as of January 2023
- TOP 3: 50 keywords
- TOP 10: 108 keywords
- TOP 50: 452 keywords
When optimising our SEO activities, we have to keep in mind that Revolve Fitness is a local business. The main goal of our work is to drive in-person footfall in the area where the business operates, namely Łódź. We focus on local keywords that residents might type in when looking for a gym.
Thanks to months of work, we managed to achieve top positions for the most desirable keywords:
- siłownia łódź (gym in Łódź): position 1
- fitness łódź (fitness in Łódź): position 1
- trener personalny łódź (personal trainer in Łódź): position 3
- klub fitness łódź (fitness club in Łódź): position 1
- crossfit łódź (CrossFit in Łódź): position 2
Semrush also shows a dynamic increase in the quality of the Revolve Fitness domain over the last two years. The organic traffic shown above is an estimated figure calculated from the number of keywords in top positions and how often they're searched for.
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