The Online Marketing Checkup for Fitness and Wellness Businesses

Self-score this sanity check to assess online marketing effectiveness at your corporate fitness, yoga, healthy lifestyles or corporate wellness business.

Quiz“Yes” answers indicate that you’re actively managing your marketing activities and making the most of your online presence.

“No” answers indicate that you’re undermarketing your wellness business – or that you’re simply going through the motions, doing the same thing you did last year, without actively managing towards a business result.

“Not sure” means that you’re not actively managing your online marketing activities. If they’re effective, it’s a lucky accident. Hope isn’t a plan, right?

Then, use your answers to prioritize your marketing focus during the upcoming year.

Email Marketing

Includes monthly newsletters as well as periodic standalone email promotions.

Metric
Our email subscribers have consistently grown from month to month. YES NO NOT SURE
Our email click-throughs have stayed the same or increased from month to month. YES NO NOT SURE
We experience no more than 1 – 2 unsubs or spam reports in most months. YES NO NOT SURE
We actively delete subscribers with undeliverable addresses. YES NO NOT SURE
We send an email newsletter once/month. YES NO NOT SURE
We send other promotional emails every other month or so. YES NO NOT SURE

Website Marketing

Metric   
Our website time-on-site/time-on-page is improving. YES NO NOT SURE
Our website bounce rate is improving.      
The number of site visitors is increasing. YES NO NOT SURE
We know which content is most popular on our website. YES NO NOT SURE
We have assigned responsibilty for responding to emails received via the website within 1 business day or less. YES NO NOT SURE
We monitor email response time to ensure that we meet our guidelines. YES NO NOT SURE
We send other promotional emails every other month or so. YES NO NOT SURE

Social Media

Metric
We have claimed AND fully completed all relevant social profiles – FB, T, LI, Yelp, Google & Bing. YES NO NOT SURE
We actively use T and/or FB to communicate time-sensitive information. YES NO NOT SURE
We actively promote our T presence and encourage clients to follow us on Twitter. YES NO NOT SURE
We use unique video content (YouTube, Vimeo, etc.) to market our business. YES NO NOT SURE
We respond to all comments posted on these social platforms. YES NO NOT SURE
We send other promotional emails every other month or so. YES NO NOT SURE

Search Engine Optimization

Metric   
We know which keywords are most relevant to our business. YES NO NOT SURE
Each keyword or keyword phrase has one or more pages dedicated to it on our website. YES NO NOT SURE
We have created a dedicated page (AKA “landing page”) for each of our major products, services or programs. YES NO NOT SURE
Every page has our business address with zip and telephone number with area code. YES NO NOT SURE

Marketing Integration

Reflects integration between your online activities and everything you do offline to market your wellness business.

Metric   
Our printed marketing materials (brochures, business cards, etc.) always include “pointers” to relevant digital content like PDF downloads or newsletter signups. YES NO NOT SURE
In-person meetings, appointments and presentations always include physical leave-behinds/take-homes that direct people to relevant digital content. YES NO NOT SURE
We always have a plan for collecting new email addresses from attendees at open houses, webinars, free seminars and other public events. YES NO NOT SURE

Marketing and Operational Efficiency

Assesses your use of less-effective or overhyped marketing activities as well as your use of the web to streamline routine customer activities.

Metric
We generally avoid investing in online banner/display ads or PPC advertising like Google AdWords. YES NO NOT SURE
We avoid paying for “guaranteed first page” search result listings and backlinks. YES NO NOT SURE
We are paying only for services we actually use (ex: web-conferencing service or email hosting service like Constant Contact). YES NO NOT SURE
We can make routine web content changes ourselves without paying a developer. YES NO NOT SURE
We provide key customer functions like appointment scheduling and membership renewal online and update this info routinely. YES NO NOT SURE

 

Happy marketing!

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