Adapt & Innovate
The creation of new technology is unending; marketers must continue to adapt and innovate to ride the waves of opportunity that new technologies bring.
→ Jackie Hubba & Ben McConnell, “Creating Customer Evangelists”
There are three kinds of technological opportunities worth considering taking advantage of as part of your overall marketing strategy:
The first are those that focus on leveraging technology to make outreach, attention, & sales increase. Things like Facebook ads, email marketing, Google Adwords, & an effective website all live here.
The second are those that make the experience inside your gym better. Things like an easy-to-use system that delivers your programming to members, an InBody machine, & a frictionless way to purchase something from your store without needing cash or to swipe a credit card first all fall into this category.
The third are those that make your life easier. Things like using the Later app to schedule & post to social media, a system like Calendly or Acuity to schedule one-on-one sessions as opposed to email, & a service like Grammarly to improve your written communications are just a few examples.
We live in a time of constant “technological advances,” & it can be tempting to turn off our attention to all the possibilities as a response to feeling overwhelmed.
But a gym that isn’t leveraging technology to improve is like an athlete who refuses to train the Olympic lifts because they’re hard to do & because they make you feel pretty foolish for a while. Don’t be scared to start just because you don’t know where to begin. Identify which of the three aims above you’re trying to solve for first. Focus on one at a time until you’ve made some progress.
Just like ignoring what we suck at in the gym ensures we put a cap on our overall fitness, ignoring where you can introduce the right amount of technology into your business ensures you unnecessarily hamper your ability to impact more people more deeply.