Challenge
Gymnation reached out to HOP because they were facing challenges competing with the market leader, Fitness First, and were also lagging behind many other fitness competitors in terms of organic search rankings.
The objectives set were as follows:
- Expand the subscriber base and become the most affordable option while still offering premium quality facilities.
- Generate 800 leads per month within the next 3 months.
- Reduce the cost per lead (CPL) to $10 within 3 months.
- Ensure that category 1 keywords rank in the top 10 search results and surpass Fitness First in the search engine results pages (SERP).
The goals also included:
- Reduce CPL through a hyper-local marketing strategy.
- Increase revenue by generating high-quality leads and converting them into customers.
- Maintain CPL between 29.9 AED and 35 AED on average throughout the campaign.
- Target high-net-worth individuals who align with the quality of the services offered
Approach
To increase brand awareness, we chose a multi-channel approach using Google Search, Display, Gmail, YouTube, and Remarketing ads. We designed interest-based landing pages for specific target audiences and developed a comprehensive campaign strategy:
Brand Campaigns
- Establish a brand presence at gym locations.
Awareness Campaigns
- Highlight exclusive online subscription offers.
Lead & Conversion Campaigns
- Maximize lead generation with minimal cost per lead.
Intelligent Retargeting
- Target users who had shown interest but had not yet converted.
Geo-Fencing
- Launch geo-targeting campaigns within a 3-4 km radius around specific gym locations, targeting an audience highly interested in fitness.
Mobile-First Approach
- Develop more than 20 AMP-optimized landing pages for mobile, as over 80% of traffic came from mobile users. The initial landing page was designed for desktop users, so optimizing for mobile improved load speed, quality score, and overall user experience.
Dynamic Text Replacement
- Use dynamic text replacement on landing pages to increase quality score and page relevance.
SEO Strategy
- Weekly content updates based on keyword research.
- Outreach strategy with over 10 guest articles published each month on highly relevant sites.
- Weekly site audits to remove duplicate meta tags and titles and optimize site health.
- On-page guidelines for the blog section to improve SEO.
- Consistent addition of new pages to leverage local search potential.
