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We spent a lot of time and money on our website, honing in on the brand and making all the different offerings clear across the board.

Founder and chief executive of KX Group Aaron Smith says that in order to develop a digital marketing strategy that works for your SMB it’s important to: “Keep it simple, speak to your audience and find a platform that is relevant to your business.”

KX Group is a boutique high-performance fitness company offering training sessions across different workout styles including Pilates, yoga and cycle classes. The team’s digital marketing strategy is a combination of amplifying relevant content via their website, implementing SEO tactics and engaging customers through their social media platforms, and the company recently came 16th in the SmartCompany Smart50 Awards.

“We spent a lot of time and money on our website, honing in on the brand and making all the different offerings clear across the board. We have one ‘mega site’ and five websites cross-promoted and all linked back to the main site,” says Smith.

Blogging their way to success

In addition, the website’s blog has provided an opportunity for the business to showcase their trainers’ expert knowledge and engage customers in a discussion around fitness and health.

“Some of our trainers come from different specialist backgrounds, such as clinical Pilates or nutrition, so a blog allows us to give a face to our brand across the different areas. We’re about to start KXLife, an online platform that encapsulates nutrition, wellbeing and mindfulness tips for mediation.”

Social posts get shared

Social media is an increasingly important part of a business’s strategy, and KX Group trainers grow their followers and keep them interested with helpful content and advice. The brand has also increased its exposure by building a mutually beneficial relationship with a number of Australian celebrities like The Project’s Carrie Bickmore and radio and TV presenter Fifi Box, where they post to social media from the gym studio to attract people to the brand.  

Diversify your approach

However, Smith says it’s important to realise that what works for one business might not work for another. That’s why it’s important to diversify your digital strategy as much as possible, but at the same time don’t join a social media platform if it doesn’t suit your business. See what platforms your customers are using in their everyday life and target them there, he says.

In-house or outsourced?

You can do it all yourself but it is becoming common practise to outsource to a digital agency and pay an expert to professionally manage your social media accounts.

“Facebook advertising is pretty huge for us because we do pre-sale advertising before a studio opens. We can specifically target the audience located in the area we’re opening the studio to get those potential clients on-board,” says Smith.   

In this instance, it’s an opportunity to offer potential customers deals, such as five sessions for $30, or 10% off to get them through the door, he says.

“We also have a social media policy for training and an approval process so franchisees can do their own posts on Facebook. It becomes a lot more personal for customers that way.”  

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