Studio OneThreeOne Fitness, based in Digbeth, Birmingham is a studio gym in the Custard Factory that offers personal training, circuit training classes and has a proven track record with clients of getting results.
We were approached by Studio OneThreeOne to help drive their online marketing strategy. Being quite experienced themselves, which helps us they were able to not only give specific targets and objectives they could also cover the activities they had tried and where they have seen successes.
We were able to produce a plan that covered quick wins and a longer term strategy that would help drive visibility online & leads . Whilst the original brief was to help identify opportunities within the website the guys at Studio 131 Fitness quickly saw the benefits of integrated digital campaigns that started with a website redesign.
Whilst the existing site was good, it functioned well and highlighted the brand it was cumbersome for day to day management and hindered growth. A key part to the strategy was giving control back to the team and giving them the platform that was scalable.
Phase 1 – Keyword Mapping & Content creation
Whilst building the new site we reviewed structure required by the business to promote services offered & conducted keyword research and mapped target keywords to urls and got busy creating content.
Phase 2 – current phase
This is the phase we are in. Having now got a site that is seeing improved user metrics we are now addressing link building & social media to drive traffic and importantly links that will help with the visibility in search engines.
Phase 3 includes includes a paid media strategy across social media platforms as well as Google Adwords.
These are exciting times for us and the Studio. We quickly got to grips with their business, their objectives and importantly their budgets & resources. We proposed a plan that was happily accepted and we are working along side the team to drive this project forward and get results we forecasted.
What we have seen?
We were quickly able to achieve rankings for localised service related search terms that were being targeted originally. This was completed through clear website structure, keyword mapping and mark up to ensure search engines serve the most relevant page. Content on page and UX then drove the conversion rates of pages.
We are currently 300% up year on year for organic traffic!
Our next objective is to hit the more generic service related search terms. These are greatly more competitive terms and cannot be achieved with content alone. Whilst we are ranking for these terms we are watching them come up the rankings through improved content, PR and link building. Paid search and social media will fill the short term gap in the traffic volumes we anticipate in the long term.