Orangetheory

Blog, Orangetheory

A blog that promotes your franchise location should focus on consumer readability in order to boost search engine optimization and enhance overall digital marketing success. Your brand’s complete digital marketing campaign should include a blogging and content marketing component for your individual franchise location. One of the biggest boosts blogs can have on brand growth is that they help maximize SEO, or search engine optimization, meaning that the brand’s website and your individual franchise location’s microsite appear higher in Google’s search results. This is vital when you take into account the statistic that most consumers will never even click or tap past the first results page. These are two common tricks utilized for blog SEO:

• Keywords likely to be searched in Google by target consumers
• More than 300 words in length

While these techniques are useful, they aren’t and shouldn’t be the only ones used or you’ll end up with a blog post that people don’t want to read. Your franchise’s blog needs to focus on more than just keyword density. Search engine optimization involves factors beyond simply keywords and word count. Google and other search engines have evolved to a complex algorithm that assesses a number of components in order to determine SEO and page rankings. Your blog’s SEO depends on readability. Keep these tips in mind when writing a blog:

• Grammar and spelling should be flawless.
• For ease of reading, use short words, sentences, and paragraphs. Try to write in a conversational tone. Consider testing for a Flesch-Kincaid readability score.
• The design, format, and typography (font, size, spacing, header structure, bullets, etc.) of your page can increase readability.
• Break up text with interesting images for content that is readable and shareable.
• Be interesting and relevant to your target consumers.

Search engines take the length of time spent on a blog page into consideration when assessing readability and determining whether people actually want to read your blog and are easily able to do so. Someone who is frustrated by a hard-to-read font, overly complex sentences full of typos and grammatical errors, and keyword-heavy content that’s not interesting to read will likely leave your page pretty quickly. In addition to improving your franchise’s search ranking results, you really do want consumers and prospects to read your blog. Position your franchise as the leader in your market by providing interesting, relevant, readable content. Appeal to your target audience on a human level and they’ll be more receptive to become loyal, long-term customers or members. Written right, a good blog will ultimately increase your sales.

Blog, Orangetheory

The holiday season is a beautiful time of year—for getting new members! New Year’s Resolutions can be the perfect motivator to bring new faces into your Orangetheory Fitness studio. And thanks to the Holiday CORE 4 Gift Pack, current members can give their friends and family access to your studio as a gift for Christmas or Hanukkah. With the potential for new membership so high, this is an especially crucial time to make sure your online reputation and social media community strategies are optimized. When resolution-makers search for a new fitness regime, what will they learn about your studio? Even before trying a free session, prospects gather information about your studio from multiple sources, two of the top contenders being Facebook and Yelp. Both of these platforms showcase reviews, including star ratings, detailed feedback, and your responses to that feedback. A prospective member who sees a low star rating, negative feedback, and/or complaints that have not been responded to properly (or at all) will likely never step foot in your studio. More than just a review platform, your studio’s Facebook should also serve as an online extension of your studio’s community. This publicly visible page allows prospective members to get a feel for the environment and culture of your studio before ever stepping through the door. Orangetheory Fitness produces the real results people want—but it’s also a place for bonding, friendship, and fun. It’s a tight-knit fitness family made up of people who are excited to be there and who have fun while supporting each other’s goals and reaching their own. Engaging posts and campaigns that encourage interaction among you and your members can show a prospect the additional perks of joining Orangetheory Nation. The Holiday CORE 4 Gift Pack is a powerful word-of-mouth referral backed by four free sessions and a heart-rate monitor for the recipient. Even referrals who learned about the studio from a friend will collect additional information from multiple sources. Overly negative reviews on Yelp will lead them to trying the workout with an already negative preconception, possibly having a negative impact on their actual workout experience. Positive reviews and a fun, engaged online community can help prepare them to see your studio as a place they want to be—and ultimately make them want to sign up for more than just the four sessions they received as a gift. Ask yourself these questions as you begin to consider whether your online reputation and social media engagement are optimized for the holiday season:

• Where are people leaving reviews about my studio?
• How many of these reviews are positive/negative?
• Have I responded to all of these reviews?
• How many reviews have been left?
• Am I doing anything to encourage more reviews to be left?
• Am I doing anything to increase exposure of positive reviews?
• Do my social media posts show what’s special about my studio?
• Are my social media posts eliciting any response from members?
• Am I responding to all members’ comments on Facebook and Instagram?
• Am I monitoring analytics for insights about social media engagement?

Building your online reputation and strengthening your social engagement can be a time-consuming endeavor but when executed properly can have a significant impact on your studio’s leads and conversions. LocalLight Digital Marketing social media plans include options to fully manage your studio’s online reputation and social engagement. For more information, please contact Aaron Lee at aaron@ilumaagency.com.

Blog, Orangetheory

The LocalLight Digital Marketing experts at Illuminati Studios have developed a thorough understanding of the Orangetheory Fitness brand and the best marketing practices to grow a pre-open studio. By working with Orangetheory since Studio 0002, we have proven success helping 53 studios reach the famed 500 Club, including Orangetheory Fitness Nona. What makes our program for pre-open studios so effective? keep reading

Blog, Orangetheory

Larry Romero, owner of Orangetheory Fitness Lake Mary, made it to the 500 Club with his second studio, Orangetheory Fitness Nona. “Can’t say we went all out and did anything extraordinary,” Larry said. “Most of our effort, 90-95% of our marketing, was through iluma Agency.” This simple yet successful strategy varied from the approach he took with his first studio. The first time around, Larry and his team put in time, money and manpower trying to get the word out there and building community involvement. They went to wine tastings and other gatherings—anywhere people were gathered in groups—offering giveaways, free 10-session packages and more. The trouble with this tactic was that many of the people who signed up through the pre-sales campaign weren’t true Orangetheory Fitness candidates. They came in for their free workouts but didn’t materialize into members. Excessive efforts and resources were being wasted on the wrong people.

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