FitGrid
Fitness Technology Start-Up
FitGrid Guide to Effective Client Interactions
I contributed to the inbound lead generation strategy at FitGrid through our content marketing efforts in many ways. One of my most significant projects was writing the copy for the FitGrid Guide to Effective Client Interactions — a downloadable “lead magnet” to inform our target audience (owners and managers of fitness studios around the world) of the benefits that the FitGrid software provides for communication with their fitness members.
I conducted preliminary research for this article by examining statistics from our user database to draw relevant conclusions that would appeal to those considering FitGrid to improve studio’s member communication methods. This guide cited statistics based on our user data to show the improvements in member retention at hundreds of studios as a result of implementing FitGrid to communicate with members.
Using my findings from the keyword research I conducted for this article, I optimized the text for search engine optimization, so that searchers had a higher chance of stumbling upon the guide organically. The SEO keywords and tactics used in this guide contributed to the site’s general optimization as well, helping it move up the rankings in related search results so we could reach the right audiences.
A sample of the social media graphics I created for Instagram to highlight client testimonials and shout-outs.
TASKS & ACCOMPLISHMENTS
Presented weekly and monthly KPI reports using insights from Google Analytics
Conducted market research and produced SWOT analyses on competitors
Created a new method for tracking analytics to improve marketing data insights
Tracked paid and organic traffic (web and social) and created UTM parameters
Published blog posts and case studies using optimized keywords for SEO
Created social media posts and "downloadables" to inform inbound leads
Drafted copy for FitGrid Pro app push notifications and web relaunch
Traveled to clients to conduct photo/video shoots and interviews for features
Organized and conducted a company-wide photoshoot for marketing use
SOCIAL MEDIA GRAPHICS
In addition to coming up with weekly #PilatesPerks and #ReasonsToYoga tweets, and posting original and user-generated content on Instagram, I used Instagram stories as a way to foster a more interactive online relationship with followers. Although most of our followers were FitGrid clients and fitness studio owners interested in the product, we had a large sector of followers who were just purely interested in the boutique fitness landscape. I created these Instagram stories as a way to get to know our followers on a more personal level, and gauge their interests for future content. Instructor shout-outs were an added bonus of free promotion for our studio clients, and allowed fitness members to publicly praise their instructors, strengthening their relationships.
