Selling Fitness Memberships with Content Marketing

“What gets you out of bed in the morning?” “What inspires you?” - Questions asked in thousands of job interviews across the globe. Why is that?

It’s because inspiration is one of the most powerful motivators for someone. Motivated employees do better work and support a positive environment. Therefore understanding what inspires someone will help you keep them motivated.

This simple but powerful idea goes beyond just the workplace. It’s especially effective when analyzing customer lifecycles within the health and fitness industry.

Effective storytelling has the potential to inspire, motivate, and build tight-knit communities of fellow health enthusiasts. And to put it simply, a motivated customer is a loyal one.

Furthermore, members will feel more positive about their fitness center if they have access to relevant and high-quality content produced by said fitness center.

Balancing content development on top of distribution can be especially challenging at the enterprise-level. A marketing department may have all the motivation in the world to produce great content, but it won’t mean anything unless their individual locations are distributing it. This is why we developed the FreshMerge software.

Learn more about how freshMerge can help your fitness chain excel with content marketing. www.freshmerge.com/health

Helping Your Advisors Build Relationships With Content

Relationship building - a challenge for any advisor, one that is compounded for a firm at the enterprise level

One of the most important parts of any advisor’s sales process is their ability to build relationships with potential clients. The objective for the advisor is to help the would-be advisee to feel comfortable and positive about working together.

Many times, relationship-building is boiled down to the amount of “touches” an advisor can give. However, in today’s hyper-competitive digital landscape, the quality of an interaction tends to matter more than the quantity.

Potential investors will feel more positive about a relationship if they have access to custom & relevant content shared to them from an advisor. The advisor’s position as an authority in their market can be elevated greatly if the content they’re sharing is individually branded.

For example…

Finance Newsletter Example

The challenge then becomes how to empower advisors with individually branded content that they can easily distribute. To learn more about how to overcome this challenge, check out our Financial Industry Page.

Real Estate Agencies & Content Distribution

Real estate agents that leverage content marketing are the ones winning over clients in today's competitive digital landscape.

Potential buyers and sellers feel more positive about a relationship if they have access to relevant content published by an agent or agency. High-quality content positions an agent as the authority in their market and puts them ahead of their competition.

So why aren't more agencies helping their agents develop and distribute content?

In the past, publishing relevant content that abides by corporate guidelines has been an inefficient and expensive process. It doesn't have to be that way anymore.

We've developed a powerful (and very affordable) content distribution software that is perfectly suited for real estate agencies at the enterprise level.

Learn more at freshMerge.com/Real-Estate

  An example newsletter created using the FreshMerge software.    Get more samples here…

An example newsletter created using the FreshMerge software. Get more samples here…

Top Tips for Creating a Social Media Content Strategy

Let’s face it, creating and using content that has ‘attraction’ on social media isn’t easy. What can be even more difficult is creating the strategy for what, where, when, and how you’ll use relevant content to create an attraction for you and your brand. Remember that attracting is about engaging others through direct conversation, continually changing assets (blogs, video, etc.), and using content from other sources.  Your SEO depends on it! 

Tip #1- Know Your Audience’s/Industry’s Keywords. Create original or repost someone else’s content that is specific to what people would buy from you that uses keywords.  The ‘SEO Attraction’ leads them to you if you can entice your audience with what they’re looking for (new home purchase, curb appeal, qualifying for a home loan, etc.).    

Tip #2- Determine What Type of Content Attracts Your Customers at specific stages of the sales funnel.  Why is it important and why should people care?  

Tip #3- Read other Social Media Content.  If you aren’t reading industry-specific posts on social media yourself, now is the time to start.  When you read another post and ‘like’ or comment on it, you automatically move that post into your social media timeline, positioning yourself as sharing relevant information with your audience.  It doesn’t matter if it’s coming from a competitor, if it’s relevant positive content, use it (unless their branding is all over it)! Note:  Share, don’t plagiarize, referencing where the content came from while posting a positive comment about the source.

Tip #4- Set Aside Time to Write/Post and Plan Your Social Media Calendar.  When you find other content appropriate to your industry, collect it and decide when to post, being aware of the best time to post for each platform.

Tip #5- Showcase Yourself, Your Company, and Others. If you see someone doing something you like, share it!  If it’s a cause you’re involved in, brag a little about your pride in participating. If it’s about your company and a positive impact, express your gratitude for working for such a great employer. Some of the best industry posts will come from others outside of your company; it’s acceptable to share and comment (positively) on the social post.

Tip #6- Keep up With Social Media Platform Changes.  Just when marketers figure out one social platform and how to have the upper hand on using it to their advantage, it changes.  Each platform tries to outperform the other and will continuously improve their algorithms to produce more revenue from and for advertisers.  If you don’t realize the changes, your posts have the potential risk of not being noticed.

Tip #7- Recycle.  Recycling is in, even when it comes to content.  If there is a social post that had great engagement, reuse it a few weeks or months later.  If you’ve produced original content such as a blog, change the title, swap out the photo, update embedded links, or reword a few lines.  If you’ve produced a video, try changing out the audio script while using the same visuals.

Tip #8- Create Call to Action (CTA).  A CTA can be an invitation to download a video or report, or even an engaging title to a blog to get your audience to act.  If you’re reposting from another source, create interest by commenting such as “A Must Read,” “Great Article for Everyone to Consider,” etc.  Think of this as creating a lead-in to a news story, because social media is really ‘Social News.’

freshMerge helps corporations create industry-specific social media posts at the enterprise level, helping ensure branding and messaging remains consistent for all employees to use. 

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Social Media 101: Posting Content Relevant to Your Audience (and Your Business)

It’s a noisy world in the content space and will continue to be so as social platforms evolve and more people choose to receive information online over other media sources.  In fact, by 2021, 53.7% of the global population will access the internet each day as they ‘search.’  What they search for is out of your control, but if they are searching for information specific to what you do and your industry, will they find you? 

Your prospects and clients can find you only if you are providing relevant content to what they’re searching.  ‘Search’ finds blog posts, video, and podcasts, and the more you post, the more likely you can be seen.

Unfortunately, there are missed opportunities as individuals aren’t aware of what they’re doing to their careers by what they post.  An example (we’ve seen) is individuals working in the financial industry posting quotes day in and day out, but nothing about the industry they work in or the services they provide.  Positive daily quotes are great but can lead prospects and clients to assume that the individual is in the business of quotes, not financial services.

Or how about the graphic designer who posts pictures of his wife competing in a beauty competition on LinkedIn.  Then there is the sales agent you just hired posting pictures of herself having drinks with her softball team on her company social media profile.  A better opportunity would’ve been the graphic designer displaying designs he did for last week’s clients, thanking them for their business and how much he enjoyed working with them (still focusing on the industry he’s in). And did you know the softball team having drinks in the social post participates in organizing a school supply drive?  The sales agent could’ve asked for all her customers to support her in donating by posting it to her profile page, along with relevant information about the drive and a team picture.  In either case, they both missed an opportunity.

When it comes to content, you don’t have to create original content to get noticed.  LinkedIn’s content publishing opportunities continue to evolve beyond the written material, now including video and podcast publishing. Overall, engagement has decreased for original content, and short form status updates (posts) are proving to get more comments and shares than long-form articles.  What does that mean for you?  It means you should repost links from multiple sources that feature content specific to your industry on multiple social media platforms.  Sharing and not creating is driving engagement.  Think of it as ‘borrowing,’ and there is nothing wrong with it.

We hope you are intentional about your content sharing and posting and realize that what you put out on social media can either help or hurt you professionally and can have the same effect on your company.  If your company expects you to participate in social media but doesn’t provide you with relevant content to your industry, they are risking what we refer to as ‘rogue posting.’  With Facebook, LinkedIn, and Twitter being the platforms of choice in the US for business engagement, companies need to provide relevant (and compliant) content for all employees.

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