Self-score this sanity check to assess online marketing effectiveness at your corporate fitness, yoga, healthy lifestyles or corporate wellness business.
“Yes” answers indicate that you’re actively managing your marketing activities and making the most of your online presence.
“No” answers indicate that you’re undermarketing your wellness business – or that you’re simply going through the motions, doing the same thing you did last year, without actively managing towards a business result.
“Not sure” means that you’re not actively managing your online marketing activities. If they’re effective, it’s a lucky accident. Hope isn’t a plan, right?
Then, use your answers to prioritize your marketing focus during the upcoming year.
Email Marketing
Includes monthly newsletters as well as periodic standalone email promotions.
| Metric | |||
| Our email subscribers have consistently grown from month to month. | YES | NO | NOT SURE |
| Our email click-throughs have stayed the same or increased from month to month. | YES | NO | NOT SURE |
| We experience no more than 1 – 2 unsubs or spam reports in most months. | YES | NO | NOT SURE |
| We actively delete subscribers with undeliverable addresses. | YES | NO | NOT SURE |
| We send an email newsletter once/month. | YES | NO | NOT SURE |
| We send other promotional emails every other month or so. | YES | NO | NOT SURE |
Website Marketing
| Metric | |||
| Our website time-on-site/time-on-page is improving. | YES | NO | NOT SURE |
| Our website bounce rate is improving. | |||
| The number of site visitors is increasing. | YES | NO | NOT SURE |
| We know which content is most popular on our website. | YES | NO | NOT SURE |
| We have assigned responsibilty for responding to emails received via the website within 1 business day or less. | YES | NO | NOT SURE |
| We monitor email response time to ensure that we meet our guidelines. | YES | NO | NOT SURE |
| We send other promotional emails every other month or so. | YES | NO | NOT SURE |
Social Media
| Metric | |||
| We have claimed AND fully completed all relevant social profiles – FB, T, LI, Yelp, Google & Bing. | YES | NO | NOT SURE |
| We actively use T and/or FB to communicate time-sensitive information. | YES | NO | NOT SURE |
| We actively promote our T presence and encourage clients to follow us on Twitter. | YES | NO | NOT SURE |
| We use unique video content (YouTube, Vimeo, etc.) to market our business. | YES | NO | NOT SURE |
| We respond to all comments posted on these social platforms. | YES | NO | NOT SURE |
| We send other promotional emails every other month or so. | YES | NO | NOT SURE |
Search Engine Optimization
| Metric | |||
| We know which keywords are most relevant to our business. | YES | NO | NOT SURE |
| Each keyword or keyword phrase has one or more pages dedicated to it on our website. | YES | NO | NOT SURE |
| We have created a dedicated page (AKA “landing page”) for each of our major products, services or programs. | YES | NO | NOT SURE |
| Every page has our business address with zip and telephone number with area code. | YES | NO | NOT SURE |
Marketing Integration
Reflects integration between your online activities and everything you do offline to market your wellness business.
| Metric | |||
| Our printed marketing materials (brochures, business cards, etc.) always include “pointers” to relevant digital content like PDF downloads or newsletter signups. | YES | NO | NOT SURE |
| In-person meetings, appointments and presentations always include physical leave-behinds/take-homes that direct people to relevant digital content. | YES | NO | NOT SURE |
| We always have a plan for collecting new email addresses from attendees at open houses, webinars, free seminars and other public events. | YES | NO | NOT SURE |
Marketing and Operational Efficiency
Assesses your use of less-effective or overhyped marketing activities as well as your use of the web to streamline routine customer activities.
| Metric | |||
| We generally avoid investing in online banner/display ads or PPC advertising like Google AdWords. | YES | NO | NOT SURE |
| We avoid paying for “guaranteed first page” search result listings and backlinks. | YES | NO | NOT SURE |
| We are paying only for services we actually use (ex: web-conferencing service or email hosting service like Constant Contact). | YES | NO | NOT SURE |
| We can make routine web content changes ourselves without paying a developer. | YES | NO | NOT SURE |
| We provide key customer functions like appointment scheduling and membership renewal online and update this info routinely. | YES | NO | NOT SURE |
