Neil Haughin: Building a digital mindset as a gym owner

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“If I have to click through 10 different pages, I have to click 10 times to get from entering the website to joining, or from entering a website to gaining a trial pass, you’re missing a trick. You want to make that as simple and as painless as possible to get them from A to B.”

He’s one of the UK’s leading experts in gym and health club pre-sales and a Managing Director at Uplift Fitness Marketing. Neil’s the person you go to if you want to ramp up your gym’s marketing! He knows it all, from prospecting systems and referral programs to SEO and social media.

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Read the full transcript below:

Neil Haughin 0:01
We try 99.9% of the time to to have a photo shoot, or a promotional video or a walk around video and use the club and use the members in all our marketing, obviously with consent. And that first that that first impression, it’s a member, a normal looking person. It’s not something someone with a six pack who looks like they’re a professional athlete, it’s just a normal person. You might think that, you know, everyone in health clubs looks amazing, and they’ve got full on makeup, or they wear lycra – some people do, but that’s not the case anymore. It’s just normal people that want to see the benefits of exercise or, you know, achieve whatever they want to achieve as a number of factors in that.
Craig McNeill 0:53
Welcome to mPowered. I’m Craig McNeil, and I’ll be your host. What does the future of the traditional gym look like? Can gym owners learn about brand loyalty from social media? How do you keep exercisers engaged during a global pandemic? We started mPowered with a mission to answer those questions and more. Join us for conversations with global health and tech experts around the changes and challenges within the fitness industry, for groundbreaking leadership ideas, and the latest fit tech innovations.
Craig McNeill 1:29
Hi, and welcome to mPowered and I’m pleased to say I’m with Neil Haughin today on our episode. Hi, Neil!
Neil Haughin 1:38
Hi Craig, good morning.
Craig McNeill 1:40
Y’okay?
Neil Haughin 1:42
I’m really well. Yeah. Thank you. Yourself?
Craig McNeill 1:43
Yeah, all good thank you, Neil. Erm, let me just introduce you Neil, and then in terms of the our listeners will be able to know a little bit more about your background. So Neil is the managing director at Uplift Fitness Marketing, and Neil’s one of the leading experts in gym and health club pre sales, with pretty big, huge experience in in everything from sales systems to offline media and SEO. So, Neil, you’ve been around the fitness industry for a few years, so we’re going to pick your brains today, if that’s okay, and once again, to a couple of really nice topics. And really, really good timing to talk about “Is your gym, digital ready?”. And what actually that means as well Neil, hopefully, I’m gonna prod don’t take offense if I’m asking more and more questions and than any than anything else. Obviously, I just want to make sure that we get enough information out of your out of your head and experience. Neil, in terms of introducing yourself, can you just give our listeners a little bit more information of what you do and and what you’ve been doing recently?
Neil Haughin 2:52
Of course, yeah. So in terms of myself back-, bit of background, I’m not going to do my life story. But in terms of fitness, I’ve done many roles within the fitness sector after leaving university, everything from being a lifeguard, to a duty manager to a club owner, and somehow fell into sales from personal training. And now obviously, running digital marketing solution within the fitness industry that’s obviously manifested itself and changed itself over a matter of the last eight years, from the conventional pre sales with physical salespeople within clubs selling products to now purely digital solution.
Craig McNeill 3:35
Yeah, sounds great. And we’ve worked together for a few years Neil and something that kind of resonates with with yourself is kind of your knowledge and passion. And that’s really, really powerful when those two things come together. And it’s pretty, pretty exciting to kind of go through what we’re going to talk about. So, a little bit more interesting fact about Neil Haughin, so give us a clean, interesting fact about Neil, for our listeners to know a little bit more about Neil?
Neil Haughin 4:05
I’ve moved around quite a lot. I am originally from Cumbria. A beautiful place called Barrow-in-Furness, which is a very well known shipbuilding town, and I went to university in Derby. I’m now living in Manchester, I am one of one of 10 siblings-
Craig McNeill 4:21
Didn’t know that!
Neil Haughin 4:22
Right in the middle and don’t know if that’s a good or a bad thing.
Craig McNeill 4:25
Wow. That’s awesome mate, big family.
Neil Haughin 4:27
Yeah. There’s not much to do in Barrow.
Craig McNeill 4:30
I know Barrow well. I’ve got family in Barrow as well. So there’s one road in and there’s one road out.
Neil Haughin 4:35
That’s the one!
Craig McNeill 4:37
Cheers, Neil. So jumping into the topics today so kind of digital – is it a big buzzword at the moment? And let’s start with the basics. So what are gyms performing good at and what are they not performing good at in terms of the digital space? And just before I start asking you those kind of questions Neil, what what do we mean by “Is your gym digital-ready?” in your eyes, would you say Neil?
Neil Haughin 5:02
There’s obviously lots of facets and, and elements to, you know, running a health club from a digital perspective, it’s it’s not just one particular thing, it’s not one key aspect, it’s, it’s looking at a variety and range of of aspects within the digital space. And obviously those are ever-changing with new technology and new ways of people engaging. You know, Facebook wasn’t a thing 10 plus years ago, the internet wasn’t even around in pre 90s so it’s ever-changing, ever-moving the the the world of Instagram is significant. So for our clients, I always sort of take three steps back before we can take one step forward. And it’s it’s almost like auditing yourself on a on a weekly, monthly, yearly basis based upon return on investment and success. So, you know, basics, rarely do I have a website, you know, am I shouting about my amazing product and my amazing facilities, my amazing staff and on what we love and breathe and do and help people to see the benefits of exercise? Do I have a website? Do I get awareness from the social media channels that are big in the UK and around around the globe? Y’know Facebook is an absolute monster of a machine, nevermind just general engagement and awareness. But from a marketing tool, it’s phenomenal that the business ma- management section of Facebook, Instagram, obviously now, Facebook on Instagram. So do I have an Instagram account? Some of my clients do have Instagram accounts. However, the traction that they get from Facebook versus Instagram is very different. Obviously, of course, we’ll we’ll talk about the reasons why that is based upon their audience and you know, the purpose of selling and who they’re selling to in terms of their unique selling points. And their ethos really, it’s bringing it back to the to the ethos what what is it, what is you’re trying to achieve? And what are you trying to where do you fit within that that fitness sector? And then you know, from a digital, are we working with Google? Do we use SEO, Search Engine Optimization? Some people they may not know what that is? That’s basically how we see a website performing in Google? And do I have lots of nice keywords and buzzwords on my website, which Google can search for when I type in “gyms in Manchester”, have I got the word Manchester on my website. Have I got the word gym on my website, you know, there’s hundreds and hundreds of different keywords that you could have on your website. But have I got the top 20 keywords on my website? And is it geographically specific to my location? These are questions that we should be constantly asking ourselves, how do we know if they’re performing? Or how we know that they’re, they’re working as best they can be? Is all down to Oh, are they creating sales? Am I getting traction? Am I getting awareness? And that all comes down to tracking those successes. Obviously we of course can talk into about tracking in further detail.
Craig McNeill 8:26
Yeah, definitely. So in terms of, can you give me the kind of the sections of what we could think about? So I’m coming to mind and my my simple brain would need to understand what’s different timings and sections that we need to be digital ready. So we’ve got obviously when people are looking to become a member, so our prospects, so that’s that’s one section, and then we’ve got the the interest of that prospect then becoming a member. So that’s the next section in terms of obviously plugging into into software, do we then trigger some automation from that? And then once they have a signup opportunity, then there’s an online digital option. That was just kind of the third step. And then there’s a fourth step of when the member becomes a paying member, you know that the digital journey doesn’t stop. And then sadly, if they cancel, we’ve then got a pot of canceled members that we still need to keep on bringing in some interest and obviously we possibly then take them back through the cycle and go through rejoins. Is there anything else in terms of sections there, Neil, that I’ve missed in terms of how you would segment them separately?
Neil Haughin 9:40
It’s all about not reinventing the wheel. The sales process is there nevermind within the fitness industry, it’s there across other industries. It’s about not sort of diverting it away from the the key fundamentals of that. However, it’s those key aspects. It’s about seizing the opportunity at each part of that. So if I’ve got a website, don’t just have a fancy website with a video and with lots of pictures and a bit of information about your club, that’s brilliant. But it’s all about an action when you’re what what am I ultimately trying to achieve, I have to have a big Join Now button, or have to say, come in and try our facilities or enquire about our facilities, and we can get a member of staff to call you back. So you know, don’t spend three 400 to 10,000 pound on the website, if you’ve not got any call-to-actions, get a data capture form on there, get the person driven to a hook of a joining offer or or a Join Now button. And, again, if we’ll if we let people come into the club, it’s potentially not a digital aspect, but if we get walk-ins in the club, don’t just show them around your amazing facility and have a chat with them. Take the data and seize that data and use that data. So if they do, for whatever reason, do walk out the door, we can contact that person in two to three days time and seize the opportunity and contact that person and engage with that person, ultimately convert that that prospect to a full member. Again, when someone joins, seize the opportunity, if you do have a solution that allows automation and a welcome email, you know, seize the opportunity, when that welcome email gets sent, and push them to the referral program or push them to our other solutions that potentially could be personal training or small group sessions. And that’s all about added added value. And secondary spend, you’ve got them now as a member (yeah), — Let’s push out different services. But let’s get them engaged. You know, if you speak to the the big key retention people in the UK, they will talk about and they’re true what they said the first section, or the first four or five weeks of someone coming into a health club is is vital for them to then continue, coming on a regular basis, engaging with the product, and ultimately seeing the benefits of the reason why they joined.
Craig McNeill 12:20
I’m just gonna pull out a really nice phrase that I’ve heard you say before in terms of call to action and having a nice, nice clear call to action on your website. And kind of it sounds so obvious that it’s pretty powerful. So when you’re saying that in terms of on your website, it would be it’d be good to kind of possibly take yourself through your own website. Or take a family member, or take a new starter. So you’ve got a new member of staff starting in the next couple of weeks, actually part of their onboarding process, take them through, go onto your website, and actually get real life feedback of what they would give us a feedback of what that website offers, whether there is a call to action, whether there’s there’s a smooth process that if if you’ve got to meet that, if I’ve got to that stage as a prospect to get to your website and looking around, what are you wanting to show me at that stage?
Neil Haughin 13:19
There’s no, there’s no, there’s an exact reason why Apple have been so successful for their products and their solutions – their user experience is phenomenal! Forget the cost and what they offer, but you buy an iPhone or you buy one of their products, you buy a watch, that the ease of using that product and getting the value of that product is phenomenal. And the same with a website. If I have to click through 10 different pages, I have to click 10 times to get from entering the website to joining or from entering a website to gaining a trial pass, you’re missing a trick, you want to make that as simple and as painless as possible to get them from A to B, you know, in terms of the way that they do that. And the device, the they go on to that with regards to mobile and being optimized into what predominantly people using and that all comes down to you know, are we tracking what people are doing and how they’re doing it? Because whether we like it or not we learn from not necessarily mistakes, but we learn from what we’ve done in the previous and then obviously the hone that down and make it better. Practice obviously does make perfect in terms of that regard.
Craig McNeill 14:38
Definitely. And in terms of SEO, just to ask a very basic question. I don’t know the answer. What does that stand for Neil?
Neil Haughin 14:46
Search Engine Optimization. (Okay). So I’ve got a real you know, Google is the King. I bow down to Google – it’s a it’s a force to be reckoned with. If but if we use Google to its advantage, it can be very, very, very powerful tool. And there’s some real basic things that we can achieve. And also basic things we can do to achieve good success for not very much work. One being the web, the website is the is the top of that, of that pyramid and such.
Craig McNeill 15:24
So, in your opinion, what, what would you say about a new prospect? Would they, would they use a search engine? Would they use social media? Or would they use a, or would they find you through the website first, which, which starts first? And which comes next? And how does how did how did gyms kind of understand that journey?
Neil Haughin 15:45
Unfortunately, obviously, every single human being is very different in the way that they the way their sold to – women unfortunately have to be sold to a little bit more than men, in terms of the key things that they have to be targeted with. It’s over five pieces of media before potentially they get into a peak buying state and they’re they’re ready to join. People are at a higher peak buying state than others on entry. But others you might have, you might have to target them with different aspects. So, unfortunately, there’s not one key win in in terms of selling or developing a brand, it’s about having each different facet, and are they all singing from the same hymn sheet, you know, when when we create a marketing campaign, it’s not just about creating a landing page, we do create landing pages. But we also target that prospects or that potential user with a text if we have their data, we also hit them with a mobile enabled SMS. And HTML email will also potentially drop in some their data into a social media campaign or a Google banner campaign. So they’re getting hit from various different mediums across the digital world. And that then will then resonate – “Oh, I saw that yesterday” or “I saw that the day before” and then they’re going further into the peak buying state. So they engage more with the brand.
Craig McNeill 17:18
Yeah, that’s interesting. That’s really, really interesting. So it kind of it’s making sure that you have all your eggs in different baskets, I guess, and having and having those same size baskets, because then it gives you the opportunity to then have that broader aspect. Just Just in terms of something is interesting to me, Neil is is kind of the the the recipe of of what you should be posting on social media. So there’s been lots of, of percentages of 60% content, 40% erm sales-focused posts, what do you believe is the right balance in terms of giving information out to people through social media and then also trying to pull them in with with offers and with the sale?
Neil Haughin 18:02
It all depends on what point that brand and that product is, is in their journey? If it’s a brand new product, then no one knows about it, you know, all the big products in the world, nevermind just fitness but or even the fitness companies have had to start from somewhere. And that’s ultimately from the real starting point has got to be about building a brand and and telling people about your ethos is and your unique selling points, whether we like it or not. From there, if it’s a developed product, yes, you know, engagement, talking about personal training, talking about the product, whatever it is, in terms of the fin the finished product, talking about nutritional advice, and funny aspects, funny memes and jokes, asking questions, Facebook and Instagram Live, you know, these are fantastic, and these should be the backbone of a marketing campaign. However, when you’re talking about Google’s and Facebook, and Instagram and Twitter and these types of products that predominantly we would use to drive a sales campaign, you’ve got to be really thinking about what is the return on investment from that engagement post or that post about the product in general and not a sales-based product campaign? And what is my, what is my call to action? You know, do you really want to be spending 1000s upon 1000s of pounds, if there’s, if it’s a general post about the product? It’s a very fine line between asking someone to, for their data ie a trial or asking them to join on a hook of an offer for instance, and putting money a marketing spend towards that. Than saying, Look at our amazing personal trainer doing this exercise today. So that it’s it’s about what your expectations are in terms of their return the product information and the classes and the personal training and the funny stuff should be sitting there on a daily basis, but not necessarily putting some marketing spend behind it. That that comes when there is a real call to action. And you can quantify the real return, ie, how many leads have I got? And how many people did join from that campaign? Otherwise, how do you really know? How do you quantify if that campaign’s worked or not? Yes, you can look at clicks and you can look at how many people commenting but in a raw sense, how much money has that actually provided for me based upon the spend that I put in that start?
Craig McNeill 20:04
100% Yeah, absolutely. Yeah. So in terms of kind of making sure that you have the right content, I guess it you need to sit back a little bit and understand the vision, and understand what you’re wanting to put out there. And ultimately, that is then the story that then becomes easier, because I imagine what a lot of people struggle with is, is constantly putting content out there in the right form. So everyone’s knowing that they need to put content out regularly, but then that becomes a barrier.
Neil Haughin 21:22
It doesn’t need to be chiseled. It doesn’t need to be like way on way and professional and edited. People see through that, if it’s, it’s highly edited, and it’s, you know, it’s got transitions and flashing things from a video, then, you know, it’s going towards a sales marketing solution. But really everything you do, just really go back to your ethos and why you started that brand. And why you doing what you’re doing, or why you love what you’re doing. Yes, videos are trending and the videos will get even even more, you’ll in 10 years time you will search on Google. And it will be you know, 95 plus percent videos than the natural text content just because people want to live and breathe that brand. Don’t be afraid to put something on the social media channels that’s not necessarily highly edited or professional. Because these social media platforms or this website is very similar to like your TripAdvisors the world. For me, if I was looking at buying a product, you know, you’re not just gonna look on reviews or their website, you might look on their social media channels. Or you might, you know, ask a friend, and you might look at a couple of posts. And if you can see, and live and breathe and understand that brand in a bit more context, because of the videos and the phone and the engagement and the passion that you can see from the brand. And that’s just by the personal fare they’re putting on stuff on a daily basis, then, you’re won straight away, you’re there, they’re already ahead of the game in terms of the peak buying state, you just need to get them over the line with a professional landing page/product.
Craig McNeill 23:05
Definitely. And that makes sense. And like anything, the hard part is, is the starting point. And once once that momentum is built, and their confidence grows, and the results start to come in, I think that the kind of the process then just flows much more easily. So just kind of gonna dive in. And you and I in a good example would be owning a gym right now, Neil, I don’t know what the name of the gym will be called. Craig Neil might be a bit confusing, because that’s my surname about the Mc as well. So maybe Neil and Craig’s gym. We’re going to plan a campaign for next year. So we’ve we’ve got a gym, we’ve got we’ve obviously got some members at the moment, but we’re wanting to take it to the next level next year, what what would be a summary of the do’s and don’ts that we need to focus on when we’re planning a campaign for next year, would you say?
Neil Haughin 23:54
So like I said, don’t produce a campaign without a call to action. Ultimately, you know, if if you are looking at volume, and you are looking to better develop the brand, don’t necessarily just give it away, obviously, you know, income is is really, really, really needed at the moment because we’ve not had income for quite a few months with closures. So yes, it’s all well and good doing a crazy offer. But in the long run, that’s not going to help the brand and help the P&L. So it’s a fine line between obviously some giving something away and going crazy than the not giving something away at all. So, you know, think about that, when you’re thinking about your brand and the product you’re selling, you know, and are we are we covering the bases? You know, it? Have we got a website? Are we are we pushing the product on social media platforms? Do we potentially have an offline solution? You know, do we have that on the pavement sign and do we have posters externally to the club – giving out leaflets nowadays is probably difficult with all Things COVID – And just purely because of the return and quantifying the return of the offline product. But you know, that’s still something that we’re looking at, are we targeting our existing database? If we’ve got a club, and the club is got active users, you know, are we plugging into those? Those are the best advocates of any of any brand, specialising about how amazing it is. And they probably look and feel and sound amazing from that, because they’ve already been on that journey. So you know, are we are we using those as as advocates within the brand? And if we’re not, you know, we need to look at some form of referral and introductory cam- campaign, because that is so powerful. And you can do that relatively easily. And cost is very cost effective to do that. But that is a long side – other aspects. Like I said, it’s not just one particular thing. If we’re going to look at any campaign, we’ve got to look at how how that’s performing. How many clicks Am I getting? How many people have liked the page? What percentage of people click through onto the advert, how long did they stay on the website? What form of device were they predominantly on the website for and engaging with? And then that will, then we can then start to understand patterns of success, and, again, not reinvent the wheel. If that campaign worked last month, it’s going to work the month after. (Yeah) Depend on your closures and whatnot.
Craig McNeill 26:36
Yeah. So with that, how far out would you would you plan for? Would you be looking at the next couple of months, or would you be looking at the whole of next year and having some kind of loose plan?
Neil Haughin 26:47
In terms of a digital solution, the benefit of it is that you can do that in a matter of minutes and hours. It can be flipped the you know, you don’t have to necessarily produce high quality print material or get it printed, get it signed off, there’s that’s a far greater sign off process in terms of getting it produced to actually getting it in your hand. Yes, I would have a plan of first quarter minimum with my clients, it’s a conversation that previous month for the next month. And then it’s based upon how it’s performing. If something is not performing for whatever reason, and we’re not getting the click throughs or the conversions or the engagement, then it’s paused, and we look at the next five, six options. The benefit, I’d like to think without being too brash is I’ve made many mistakes. And ultimately, I’ve got lots of ideas that have worked and lots of successful campaigns that have worked. So it’s about literally just cherry picking them out and thinking, right, this didn’t work, this will work. Because every client is different. And as things progress within the different times of the year, and with the current climate, not not one thing potentially will work for one client will work for the next client. So it’s it’s really about trying your best campaign that you think will of course, get a success based upon your previous experiences, try it, see how it performs, even do some AB testing, potentially, and might have different campaigns running alongside each other for a short period, you’ll soon see one campaign over-exceeding the other and outperforming the next, turn that other one off and continue with the with the A or the B.
Craig McNeill 28:37
Definitely. So Neil, you mentioned about mistakes there. And I think I think what I’d like to kind of mention there is that something I’ve I’ve heard a few times that there are no mistakes, and you’re either winning or learning. It sounds-
Neil Haughin 28:52
Don’t be afraid to try something that’s probably the main thing. Sorry to interject.
Craig McNeill 28:56
S’all right. And that is a really good point. Obviously, if we’re scared of the mistakes that we’re going to make, we’re probably not going to go and learn the learnings that we need to know it sounds like you’ve done a lot of learnings Neil and obviously, you’ve got to try these things to go through that journey and go through that process. And and that’s what it is, it is an exciting journey to get things right. And for the four things that you get right, you might get one that didn’t go so well. And we learn more from that one than the four that went right.
Neil Haughin 29:28
And it’s not necessarily about wasting money on work, because obviously, you know, there is lots and lots of people out there that don’t have huge marketing budgets – I get that but you know if we’re working with the brands such as search engines, like Google’s Facebook and Instagrams, you know, look at AB testing. You can even just put something on for a couple of days on a very low budget, you’ll soon see the difference between each campaign. You don’t have to be spending hundreds upon 1000s of pounds potentially to get a good return. You know, it’s all like I say it’s all about is that Is there an offer, is there a call to action? Am I shouting and showing someone on the face of the advert in a core brand? Yes, am I sure I’m even using club images? We used to a long, long time ago use stock-based images. So we used to purchase images off the internet, there’s no inner feeling of that but, you can’t really get a grasp of the products from that person with sparkly white teeth that you bought the image on the internet. So we we try 99.9% of the time to to have a photoshoot or a promotional video or a walk around video and use the club and use the members in all our marketing, obviously with consent. And that first that that first impression, it’s a member, a normal-looking person, it’s not something someone with a six pack who looks like they’re a professional athlete, it’s just a normal person. You might think that, you know, everyone in health clubs looks amazing, and they’ve got full on makeup, and they wear lycra, but some people do. But that’s not the case anymore. It’s just normal people that want to see the benefits of exercise or, you know, achieve whatever they want to achieve as a number of factors in that.
Craig McNeill 31:21
Yeah. And maybe maybe you’ve just hit the nail on the head that we’re trying to appeal to, to the to the public who we don’t actually want to really or need to appeal for the self motivated individuals out there won’t be going looking at websites and looking at content before they join, they will join a gym, they may go from one gym to another and that’s an that’s another topic to keep them within our gym. But absolutely, I’ve heard many, many times family friends mention that they’re going to get fit to join the gym. (Yeah) And that’s because of the portrayal of what we what we show on our on our content. Now, obviously, in the in the models that we portray, they’re all already looking fabulous. And actually you’ve hit the nail on the head there that that’s just be more personable, let’s be a little bit more honest. And let’s show what the club is actually like. And actually that could be a huge positive for new members.
Neil Haughin 32:22
There is two parts of the marketing there is obviously push marketing and pull marketing, push marketing being Facebook and Instagram, pull marketing being Google because they’re physically searching on Google for aspects of the gym and it’s popping up through an advert. So you know, let’s let’s work on both push and pull types of marketing. You know, and I’m a big I’m a big believer in not everyone on social media likes gym fitness-based interest pages. So look at different targeting, you know, look at just a poor score targeting look at targeting just people that live two miles three miles from your gym age between 18 and 50. Have a look at what your current average age group is. Or even look at people that potentially don’t like fitness, fit-based interests, ie, people we’re targeting necessarily people who are disengaged and need some exercise or, you know, potentially look at people who like Domino’s pizzas – nowt wrong with Domino’s pizzas, by the way in, in moderation, but people that like people like takeaways, Deliveroos, people who like interesting pages that are completely on the polar opposite tilt to fitness and engage with those types of people. Again, there’s that, again, it’s AB testing, and it’s about tracking the success of that campaign through through the days.
Craig McNeill 33:53
So pull and push. I thought I was just a gym term when I’m doing some weights. And then what do you mean by AB testing, Neil?
Neil Haughin 34:01
So it could be anything from erm two, two landing pages or two websites, they both have the same offer, or they both have the ability to enquire for the club on a like, for instance, a free trial one day, two days, three days, seven days, but the one’s got a picture of a man and one’s got a picture of a female and one’s got wording slightly different than the next and the copy is slightly different to the next, the video might be different. So it’s, it’s almost like playing them off with each other and seeing how the each perform. One could be someone like a student-based looking 18 to 21 and one of the websites landing pages could be a 50 plus seeing how each perform. The campaign itself could be one could be targeting females. One could be targeting males on the actual Facebook or Instagram campaign. One could be targeting a younger age group, one could be targeting an older age group, you know, you want, if you if you if your net’s-, if you cast the net out too far, then that’s where you get wasted your spend. And that’s where you get wastage. And eventually you don’t know actually, who is my target real target audience, use Google insights, use Facebook Insights, they’re they’re bigger than one, then you alone because they’ve got they’ve got data and quantitative data from 1000s upon 1000s, millions upon millions of users, that they can give you a real greater insight than you can alone. Plus, it doesn’t cost to do that. So have a look at your Facebook Insights. It’s a it’s a section of Business Manager. Look up Google insight. It’s a section of Google AdWords and use that data. UK-based or even globally.
Craig McNeill 36:00
Yeah, okay. That’s really interesting, isn’t it? And how you can play around with that, and ultimately, kind of get the results from that. And again, learn, keep learning, keep moving on, and keep kind of testing things and, and trying things and ultimately, the the results will follow.
Neil Haughin 36:17
Stay true to your ethos, stay true to your values. Because that you know, that that will come across in everything you do.
Craig McNeill 36:24
Absolutely. And that story will will be will be known. Cheers Neil. So in terms of kind of bringing our conversation to a close really what I always like to do is just kind of a summarize everything that we just discussed on our our conversation of making our gyms digital ready. What will be the biggest takeaway from the things that we’ve mentioned just now, for you to give to our listeners and go and kind of prod, test, implement from everything we just mentioned?
Neil Haughin 36:55
I think ultimately, it’s just stay passionate about why you’re doing what you’re doing ‘cos that that passion will sell, sell through and come through, in everything you do. It’s all about tracking. And it’s all about looking at success and not necessarily accept failure. It’s it’s looking at developing and and working on what you’ve done previously, and honing that success down into a fine, fine machine. And just keep on keep on doing that. Don’t re-in- don’t have to reinvent the wheel.
Craig McNeill 37:26
Cool. Awesome, Neil. Thanks for your insights, and really good kind kind of picking your brains and asking some really basic questions, which I’ll never apologize, for ‘cos if you don’t know the answer, no question is a daft question.
Neil Haughin 37:40
Pleasure, as always.
Craig McNeill 37:41
Cheers Neil, have a great day. And thank you for your time.
Neil Haughin 37:45
Take care, thanks.
Craig McNeill 37:48
Big thanks to Neil Haughin for joining us today during a really interesting time for the fitness industry. When digital is reshaping the way we view health and leisure clubs. Digital-ready means more than online coaching – it’s everything from your prospecting system through HTML design and social media. Thank you for listening. Make sure to press subscribe before you go.

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