On playing the content game the right way…

The Fhitting Room, knows how to play the content game the right way. It doesn’t hurt that their Founder is a marketing maven and super savvy Entrepreneur, but they also clearly understand how to leverage the tools at their disposal in today’s digital landscape.

They came to Sircle for some help with content creation and together we crafted some videos about their incredible staff. In the crowded personal fitness space, especially in NYC, it is hard to stand out from the clutter. Besides being a one of a kind, excellent workout, they realized that their people are the foundation of what makes them special and represent a real unique selling proposition in the market.

We created a video series that highlights the stories behind these amazing humans and we used that social content natively on Facebook to draw users in. In doing so we leveraged the platform’s love for video, to hack increased organic and paid reach for targeted visibility in Manhattan. The content strategy/journey only begins there…

Once the user clicks through to consume more, they land on a FHITPRO profile page that takes you into a much deeper conversation about the trainer. You learn about their back story, a 21 question series about their personality, their Spotify playlist (content a prospect or customer can enjoy from home or work) and then it even links to their schedule, so people can book a class and experience them for themselves.

This funnel directly leads to bookings and email captures for future marketing. It also leads to retargeting opportunities that can be custom tailored based on the trainer(s) that the visitor viewed while on the site. This way the business can use content and strategic marketing to covert them later on, if they don’t transact up front, which is highly likely.

For those who do book, they now have a more intimate relationship with that trainer when they arrive. As a direct result, the customers are becoming more transformational than transactional and more sticky to The Fhitting Room brand in the process. This is mission critical for any small business looking to flourish. #wellplayed

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