Four New Google Business Tools to Get More Leads in Your Fitness Studio

Google is a lead-generating machine for small businesses, and boutique fitness studios aren't left out. Forty-five percent of Google searches are for small businesses, and much traffic is driven by organic (read: free) tools. Before reading this article, start with the first Google marketing article- one of my website's most popular blogs. Now, let's look into what Google has released in the last six months to ensure you're using this powerful search engine effectively to drive more leads to your business.

First- Check Your Foundation

If you're one of my private clients, you should already have these in place, but if you're new or need a refresher, make sure you're taking advantage of the following:

1. You've updated your Google Business name to include your modalities and location.

2. Your listing is claimed, verified, and 100% complete.

3. You're using appropriate search terms and SEO throughout your bio and website.

4. You encourage clients to leave reviews which brings in a few fresh testimonials a month, and you respond to every single one.

5. You've included your booking link, if applicable, and feature your intro offer in the Google services section.

6. Perhaps most importantly: You're posting at LEAST twice a week (previously called updates) that include links to your website. I cannot effectively explain how crucial this is. I have multiple clients who turned off expensive Google ads and still increased their traffic just by regularly posting.

Do you have all those? Great. Let's dig deeper.

Voice Search

Google voice search has been around since 2021, but it recently became a primary focus with new features rolled out in the last few months. With 65% of 25-49 year-olds voice searching with their phones at least once a day and 22 percent looking for local businesses, boutique fitness studios can't afford to sit this one out. Google users can say, "Okay, Google," to a smart speaker or click the little microphone in their phone's search bar to look for a "hot yoga studio that's open on Sunday." Immediately, Google presents their closest matched businesses. If requested, users will also receive an email with a list of companies that match their query. You want to be on that list. 

So how do you do it? The good news is that you don't need to opt in, but you likely have some homework to rank.

1. Make sure your website is mobile-optimized. Google has stated they prioritize webpages with mobile capability. 

2. Think about how your customers would use a voice search tool and how it differs from typing in a search bar. A person may ask, "What's the best barre studio in San Francisco?" instead of typing, "Barre studio near me." That means your long-tail keywords need to be robust. Keywords can make even the most tech-savvy studio owners run, so scroll about halfway and read more about how to use them here. 

3. Ensure your name, address, and phone number are consistent and everywhere. The more places you can show up for Google Crawlers, the better your chance of ranking. Think about search engines, apps, social networks, and websites- even obscure or hardly-used ones. There are services that can do this for you, so depending on your budget and your available time, it might be outsourcing this one. 

Answer Questions Before They're Asked

Those long-tailed keywords we were talking about? Your Q&A is a great place to put those- and an often overlooked one. Here are some best practices:

1. Optimize frequently asked questions: Identify common questions that arise and create a list of frequently asked questions on your business page. This can help potential customers find answers quickly and encourage a quick decision.

2. Encourage customer participation: Encourage your happy clients to leave positive reviews and answer questions about their experiences. This engagement not only boosts your reputation but also helps to alleviate common concerns or doubts potential customers may have.

3. Highlight unique selling points: Use Q&A to emphasize your business's unique selling points. If a question provides an opportunity to showcase a specific feature, product, or service, use it as a chance to highlight what sets you apart from competitors.

Include Your Video Content

Using videos on your Google Business page can be a highly effective way to engage with your target audience and showcase your studio. I recommend everyone put a studio video on their website, but here are some tips for utilizing videos effectively on your Google:

1. Upload a welcome or introductory video: Create a short video that welcomes visitors to your business page and introduces your brand. This video can provide an overview of your products or services, highlight your unique selling points, and set a positive tone for potential customers.

2. Showcase your services: Create videos demonstrating your various modalities or showcasing your teaching style. Visual content can be more engaging and persuasive than text alone, giving customers a better sense of your offerings.

3. Share customer testimonials: Gather video testimonials from satisfied customers and upload them to your Google Business page. Testimonials add credibility and build trust, providing firsthand accounts of positive experiences with your business.

4. Provide instructional videos for newbies: the fear of looking stupid is a considerable barrier to entry for our industry. If you're already uploading Technique Tuesday how-to videos to social media, include them in your Google! It positions you as an expert in your industry, demonstrates your willingness to help new clients, and removes a significant barrier to booking.

5. Optimize video titles and descriptions: When uploading videos, optimize the titles and descriptions with relevant keywords related to your business. It's essential for improving the visibility of your videos in Google search results and increases the chances of them being discovered by potential customers. Make sure your photos are also described correctly with keywords. 

6. Add video content to posts: I'm always preaching about Google Business posts, and embedding videos within your posts to make them more engaging is doubly effective.

7. Promote videos on social media and your website: Extend the reach of your videos by promoting them on your social media channels and embedding them on your website. It drives more traffic to your Google Business page and increases the visibility of your videos.

Google Local Services ads

I usually recommend a robust organic marketing strategy instead of ads because studio owners often rely on underperforming (extremely expensive) digital ads instead of using their free tools effectively. However, the new Google Local Services Ad Tool is worth checking out. When a potential client searches for a local business, some businesses will have a green badge next to their company name, meaning they are "Google Guaranteed." Thanks to social media, we're conditioned to trust badges; the Google badge is no exception. It increases customer confidence in the local business, and early stats show that the customer is more likely to try guaranteed services.

The lists and badges are generated from Google Local Services Ads, so if you register for Local Services, your business could start to get more leads. They're inexpensive, and from quick research, I could see a few fitness options under the "wellness" category. Remember, it's best to give any new campaign 90 days before deciding if it works. 

Depending on your stomach for technology, you may implement all of the above or just choose one. Whatever your strategy, ensure the basics are complete before springboarding into the newer technology. If you take nothing else away, remember that Google explains, "Local results are based primarily on relevance, distance, and prominence. A combination of these factors helps us find the best match for your search." By optimizing your Google relevance and prominence rankings, you're more likely to appear on potential clients' search results. There is a direct correlation between 1. the more you update your pictures, videos, and posts, 2. the better your keywords, and 3. the chance you'll rank ahead of your competition.