The Online Marketing Self-Assessment for Fitness and Wellness Businesses

3 checks for self assessment A-Plus

Self-score this sanity check to assess online marketing effectiveness at your corporate fitness, yoga, healthy lifestyles or corporate wellness business.

It’s easy to overlook accomplishments in the day-to-day hustle, and just as easy to miss where you might be falling behind. Ask yourself if your wellness business plan meets these key checkpoints; and if you’re feeling stuck, use your answers to guide you to the areas that need a fresh approach.

  • “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 under-marketing 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?

Email Marketing

Includes regular (monthly, weekly) 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
Every page of our website has an email sign-up. 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. YES  NO   NOT SURE
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 respond 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
Our homepage has a strong central tagline so visitors know right away who we are and what we do. YES NO NOT SURE
Our pages include areas to address buying objections (FAQs, Pros/Cons, Product Guide). 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
Even if you haven’t used it, you understand the advertising options on FB. 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 landing page for each of our major products, services or programs. YES NO NOT SURE
Every page of our website has our NAP (name/address/phone number). YES NO NOT SURE
Our Google My Business profile is complete and we monitor and update it routinely. YES NO NOT SURE
We are working towards/achieved the Google local listing “3-pack’ via ratings, SERP, Maps, and GMB. YES NO NOT SURE

Online Advertising

Metric
We have conversion tracking in place for Google Ads and/or FB ads. YES NO NOT SURE
Our Google Analytics and Google Ads accounts are linked. YES NO NOT SURE
We monitor our PPC ad accounts weekly. YES NO NOT SURE
We track our cost/conversion for Google Ads and/or FB. YES NO NOT SURE
Our ads point to dedicated landing pages on our website. 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 have combined PPC Google Ads and optimized SEO for better results in both areas. 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 or Mailchimp). 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