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CPTW - Trainer HQ - Google Marketing for Fitness Professionals

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Presentation by Alexei Kouleshov for Create PT Wealth (CPTW) or otherwise known as Trainer HQ. If you have any questions, visit our site https://yews.com.au

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CPTW - Trainer HQ - Google Marketing for Fitness Professionals

  1. 1. Google Marketing For Fitness Professionals By Your Easy Web Solutions December 2019
  2. 2. About us Your Easy Web Solutions Digital marketing company with offices in Brisbane and Melbourne. Specialising in web design, digital advertising and consulting. Established in 2007, we service hundreds of customers nationally and are proud to hold the distinctive Google Premier Partners badge. Alexei Kouleshov I am the managing director at Your Easy Web Solutions. I look after strategy and innovation to make sure we deliver the best solutions to our clients. My objective is to provide outstanding support and outside-the box solutions for our customers.
  3. 3. Who Do We Have in The Room?
  4. 4. Some of our clients
  5. 5. Agenda • Goal Setting • Marketing Basics • Business Basics • Reaching Your Audience • Common Problems • Quick Tips • Success Metrics • Our Approach • Case Study
  6. 6. What we do Overview
  7. 7. Our Services • Web Development • Google Ads – Search – Video – Display • Search Engine Optimisation • CRM support (Infusionsoft) • Coaching and Consulting
  8. 8. Search Ads
  9. 9. Display Ads
  10. 10. YouTube Ads
  11. 11. SEO
  12. 12. Websites
  13. 13. Goals Starting Point
  14. 14. What are you goals? • Get more clients? • Reduce current advertising costs? • Get better leads? • Start new business avenues? • Combination of the above?
  15. 15. Digital Goal Metrics • Impressions (Reach) • Engagement (Click Through Rate, Engagement) • Visitors • # Leads • # Sales • Cost Per Lead • Cost Per Sale
  16. 16. Marketing Basics Fundamentals
  17. 17. Basics • Marketing is – Market (who) – Medium (channel) – Message (ad)
  18. 18. Basics • Know – Brand – What you do • Like – Research / Reviews • Trust – Enquiry – Sale – Referral
  19. 19. Marketing Funnel
  20. 20. Example - Brand Awareness
  21. 21. Example - Brand Awareness
  22. 22. Example - Education
  23. 23. Example - Education
  24. 24. Example - Consideration
  25. 25. Actual Journey
  26. 26. Content • Images show • Words sell • Videos impress • People connect with people
  27. 27. Business Basics Numbers That Matter
  28. 28. L x CR x P x R = Revenue
  29. 29. 10 x 20% x $100 x 1 = $200 What to improve first?
  30. 30. Conversion Rate • Target Audience • Message • Service niche • Offer • Point of difference • Why choose you? • Customer focus
  31. 31. Reaching Your Audience Types of Campaign
  32. 32. Target Market Who is your target market?
  33. 33. Who? • Gender • Age • Location • Income • Partner • Kids • Interests • Values
  34. 34. Why? • Pain points • Challenges • Goals • Desires • Drive
  35. 35. When? • Timing • Triggers • Source of information • Influencers
  36. 36. Common Problems Campaign mistakes
  37. 37. Message • Disconnected Message – Ad does not connect to destination URL • Inconsistent Call-to-Action – Ad has one trigger, website has other (s) • ACUA Principle – Customer wants – Sales points
  38. 38. Message / Offer • Affordability – Payment plans, rebates, health Insurance • Convenience – Free parking, after hours, weekend appointments • Utility – Awards, certifications, credibility • Availability – Book now schedule, same day emergency service
  39. 39. Exercise Target Markets
  40. 40. Quick Tips Million Dollar Advice
  41. 41. Contact Details Reviews • 84% of consumers trust online reviews as much as a personal recommendation • 92% of consumers read online reviews before visiting a business • Online reviews impact 90% of purchasing decisions • 74% of consumers say positive reviews make them trust a local business more
  42. 42. Campaign Tips • Use Landing Pages – Key content easily visible – Easy to follow – Mobile/Desktop Friendly • Key Content – Where you are – How to contact you – When are you open – Services you offer
  43. 43. Landing Page Example
  44. 44. Attention Span
  45. 45. Attention • Time for user to click on an Ad – 3-8 seconds • Time for a user to take action on your website – 5-20 seconds • Time for user to make an enquiry/booking – 10-60 seconds
  46. 46. Tips for Ads • Ads – User numbers – Dominate more space – ACUA • Destination – Relevant to ad – Customer wants – Fast to load
  47. 47. Success Metrics Tracking Campaign Performance
  48. 48. What Can You Measure? • Bookings • Calls • Walk-ins • Email enquiries • Website visitors • Website user behaviour
  49. 49. Google Ad/Business Conversions
  50. 50. Walk-ins
  51. 51. Tips • Connect Google Ads to Google Business • Customise columns in Google Ads • Ask your marketing manager to report on specific metrics
  52. 52. Our Approach Campaign Management
  53. 53. Our Approach 1. Strategy 2. Message 3. Ad Groups / Campaigns 4. Results 5. Test & Measure
  54. 54. Our Approach Strategy - Quality Conversions 1. 80/20 Principle 2. Focus on conversions 3. Double up exposure Message – Stand Out 4. Point of difference 5. Offer Ad Campaigns - Local 6. Landing pages 7. Based on user behaviour 8. Targeted
  55. 55. Our Approach Results – Enquiries 1. Calls 2. Form enquiries 3. Walk-ins Test/Measure – Ongoing Management and Finetuning 4. Campaign management 5. Conversion refinement 6. Active campaigns/offers
  56. 56. Expression of Interest Feedback Forms
  57. 57. Case Study Extreme MMA
  58. 58. Starting Point • 3 Locations (Chadstone, Ringwood, Byron Bay) • Below average website • Bad previous experience with web designer • Sales team who needs consistent leads • Staff wages, rent, etc
  59. 59. What We Did • Analysed the market (trends and competitors) • Came up with new offers (7 day trial vs 30 day trial) • Built new website • Setup email autoresponders (Aweber) • Started Google Ads • After 3 month launched SEO
  60. 60. Average Month Google Ads • 250 Conversions (Form Subs and Calls) • 150 Walk-ins • $1.18 per click / ~$15 per conversion Google Business (SEO) • 40,000 views per month • Around 80 calls per month
  61. 61. Why Choose Us? • Specialised Service • No Contracts • Dedicated Manager • Ongoing Support • Results-Based Campaigns • Over 12 Years Experience • Local Team
  62. 62. Some Websites We Built https://mammothmovement.com.au https://pt2yourdoor.com.au https://personaltrainerashgrove.com.au https://miyagi.fitness https://createptwealth.com.au https://capturefit.com.au http://atosbjjbrisbane.com.au
  63. 63. Questions?
  64. 64. Contact Details Web: www.yews.com.au Email: alexei@yews.com.au Phone: 07 3117 2568 / 03 9018 9468

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