The ever-expanding digital landscape consumes more and more of our time every day as additional facets of our life become connected to the web and social media. Social media has also become a prominent method for people to communicate, not only with each other, but with companies and the services they use.
MINDBODY, the leading digital platform provider for the Wellness Service Industry, uses this same concept of being connected, to link hundreds of thousands of passionate health and wellness professionals to the millions of clients that they serve. They are taking the ideas of small business owners and amplifying that message to the people who are craving for their services. Core Health & Fitness is proud to partner with such a leader in the fitness technology industry to bring more services and solutions to studios and boutique gyms across the globe! Being an expert in the digital world, MINDBODY published a recent white paper on how boutique fitness facilities can remain relevant in a fast-pace digital world.
MINDYBODY’s recent research on wellness consumers found, “Whether they’re on the go or at their desks, consumers are accessing their social networks more than any other online site, according to Nielsen. And it’s not just to keep in touch. Consumers are incorporating social sites into various stages of their buying process: to search, book, and pay for services and products; and to listen to and share experiences.”
As our lives become more digital, it is increasingly important for facilities to also occupy the digital space to better connect with customers, both current and prospective. This can be a difficult undertaking, but there are strategies that can help you interact with your members and stay relevant in the social world.
It is important that you are available to interact with people online. According to a report by Altitude Software, a surprising 20% of customers contact suppliers via Facebook, a statistic that climbs to 29% for 18 to 34 year olds. 64% of customers use email, and of the customers using email or social media, 80% expect a response within 24 hours. Availability and response times are critical for improving the customer experience, and community oriented services like fitness facilities rely heavily on positive customer interactions.
For MVP DanceFit in Kettering, Ohio, uses social media not only as a marketing tool, but also a way to expand their business outside the confines of their studio. MVP’s social media manager Monica Ratliff explained that “Social media is about so much more than just marketing to your fan base, it is about creating a virtual space where you can interact with your #fitfam and establish more of a community. It helps give your business a personal voice that many times is lost in day to day operations.”
The Altitude report went on to say that, “brands need to have a well thought out customer contact and response strategy. The risks are high if they get it wrong, as 50% of consumers go so far as to agree that if they received no response to a negative post they would not use that company again. Even higher, 62% agree that reading negative comments about a company on social media puts them off using them. But the rewards are there if companies get it right with 75% agreeing they’re more likely to use a company if they’ve read positive things about them on social media.”
ShiFt Studio in Seneca, South Carolina, knows that it’s important to connect with their audience instantly on social media. “The ability to publish changes, news, special events and important information at our audience’s fingertips is critical to our success,” said Bonne Gaskell, owner of shiFt.
And because shiFt’s focus is on the social customer experience, they know that their brand is more than just putting out content or replying to inquiries.
‘We’re not just selling services, we’re selling a lifestyle,” Bonnie said. “Establishing our brand on social media helps people immediately identify us and know what we stand for: scalable fitness for every level and goal.”
As you can see, it is important to always interact with your customers whether you are responding to a positive or negative comment. A positive response to a negative comment may not always change the opinion of the person who wrote the comment, but not commenting can appear to validate their grievance, while responding can go a long way to building trust with your customers and the people who view this public interaction.
If you are looking to amplify your fitness facility’s digital footprint and automate your business services to one simple, easy to use platform, click the link below.
MINDBODY emerged from the simple idea that small business owners deserve the time to focus on what matters most: their customers. As the leading business management software in the fitness industry, MINDBODY’s integrated software and payments platform to run, market and build their businesses. In addition, fitness consumers use the MINDBODY app to easily find and book classes or appointments at gyms in their local communities.
• 59,000 MINDBODY businesses
• 362,000 practitioners using MINDBODY software
• 6.5 million registered MINDBODY app users
• 37 million consumers engaged with businesses through MINDBODY
• 13 million Classes and Appointments booked in Q2 2017
• Mobile apps for booking
• Class/appointment tracking with cancelling and waitlist functions
• Member Billing- Collect membership payments automatically
• Automated features for reminders and retention
• Data transfer from current software