If you work in the health and fitness industry and you sell your products or services online, digital marketing can be difficult for you.
Health and fitness is all the rage these days as it has become a Industry that generates more than $80 billion in sales per year in the US and with so many companies focusing on the same area, it can be difficult to make your business stand out from the rest.
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All right. To successfully market your e-commerce health and fitness business, you not only need to reach the right audience through the right digital channels, but you also need to convince consumers (who you never meet in person) that they can want to do business with you and not some other company they can find online.
Fortunately, marketing a health and fitness e-commerce business can It can be a challenge, but there are companies out there that have proven it can be done, and there are many companies that have run advertising campaigns so successfully that you should look to them as a role model for your own.
When you’re ready to market your ecommerce health and fitness business globally, take a look at these excellent examples of health and fitness ecommerce marketing campaigns and why they’ve performed so well.
Kayla Itsines sweats with Kayla
Kayla Itsines is often considered one of the biggest celebrities on social media today. Itsines is a fitness trainer from Australia and made her name by creating an Instagram account to showcase the progress of her own fitness journey as well as the clients who have decided to tackle her fitness regimen.
Itsines’ popularity on Instagram grew so much thanks in part to a workout plan that she developed them and began selling them on her website via PDF. After making a name for herself through social media marketing, she developed and began selling a fitness app, Sweat with Kayla.
The Itsines app isn’t just another workout app; Her popularity has skyrocketed and has since generated tremendous revenue (TechCrunch predicts she will bring in more than $77 million this year).
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One reason her app and brand are so successful? A multifaceted online marketing strategy that relies heavily on social media – but also on other channels and extremely handy features – to build a customer base.
User Generated Content on Social Media
Itsines Her main marketing platform is Instagram, where she originally started her business.
Itsines does not focus on directly promoting her product. Instead, she builds a brand by sharing user-generated content.
Itsines regularly shares progress photos of current clients completing their training. These photos are reposts of photos that customers have shared on their own social media accounts with relevant hashtags.
This user-generated content allows Itsines to build credibility and loyalty, and it costs them nothing, which means that it doesn’t cost any more marketing dollars for other channels.
The user-generated content that Itisnes uses also serves to recognize the efforts of their fans, which helps to build a sense of relationship, thereby increasing their Followers are likely to remain loyal to their brand and products.
Finally, it encourages the creation of a community that can act as ambassadors for the Itsines brand and encourage others to get involved (and buy). These happy customers, loyal to Itsines and each other, act as their own brand ambassadors to do marketing work for them, and they serve as advertisers and testimonials, all rolled into one.
Free App Trials
Before itsines getting people to buy a subscription to her app, she offers them a one-week free trial.
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The app costs $19.99 per month, what for someone who has it is not, may seem expensive. I’m not ready to commit. However, the week-long trial with access to all of the app’s features gives people a chance to decide whether or not it’s worth the cost, and once they see how good the app is (and gets hooked), they’re more likely to feel ready to shell out the money for it monthly.
Easy signup and payment
If you want to get the Sweat app, you can sign up with Facebook. This makes it super easy for customers to purchase the product and removes barriers to purchase.
You can also pay with PayPal, which makes the payment process more convenient. Reducing sign-up and payment barriers increases the chances of making a purchase.
Other digital platforms
In addition to leveraging its social media capabilities, Itsines relies on other digital advertising channels to market its app. She has a website and blog with useful content that helps her build her reputation as a valued thought leader worth buying from.
She offers a discount on her product when she signs up signs up for her email list, and she regularly sends sales, upsell, and informational emails to the list.
Gym Shark
Gymshark is a product-based health and fitness e-commerce company that used smart marketing tactics to grow into a highly successful business.
Gymshark sells sportswear and accessories and was once dubbed Britain’s fastest growing company. They differentiate themselves by making clothing that meets the needs of people who go to the gym – not fluorescent and neon clothing, but more understated, comfortable clothing with the company’s distinctive logo.
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