Digital Advertising Case Study - Fitness Gym in Singapore

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In today's competitive market, establishing a strong digital presence is crucial for businesses to thrive. This case study explores how Sweatbox Yoga, a yoga studio in Singapore, successfully improved its digital marketing efforts over a three-year period. Khepri Digital has proudly supported Sweatbox Yoga in its digital marketing endeavours.

By focusing on search engine optimization (SEO), search engine marketing (SEM), and utilizing Meta ads, Sweatbox Yoga was able to enhance its online visibility, attract new customers, and increase revenue. Let's delve into the strategies implemented, their benefits, and the digital marketing results achieved.

Unique Digital Marketing Challenges

For Sweatbox Yoga, the real issue lies in their inability to track the results of their digital marketing campaigns. This is because almost 60% of Yoga studios in Singapore are using third-party digital platforms to schedule their yoga classes. Digital platforms such as Glofox and Mindbody streamline the management of classes, allowing Sweatbox Yoga to efficiently organize and update their schedules, ensuring a smooth experience for clients. Booking for Yoga classes is done on the website itself, making it simple for the target audience. A win for the UX of the website. They usually do so via the use of an iFrame web application embedded in the website.

However, a challenge arises as Glofox does not provide direct support for analytics tracking, such as Google Analytics. This limitation hinders Sweatbox Yoga's ability to gather detailed insights into website traffic, user behaviour, and conversion rates. Hence, any digital marketing campaign focused on Google is almost impossible to track.

That said, while support for digital marketing is difficult, there is some limited support. Reading their documentation, there is support for Meta pixel events, so this is great for social media marketing strategies. However, a long conversation with the support staff reveals that there are no plans to support Google Analytics at this point.

Though analytics tracking may be limited, Sweatbox Yoga has adapted and found creative ways to optimize its digital marketing strategies and drive growth.

Pain Points: Tracking the Advertising Campaign

This digital marketing case study is unique in that we aren't able to track conversions specifically on Google. What this means is that, while we'll be able to see what the audience does on our website, as long as the website elements are ours. The issue is that the booking platform is an embedded application on the website.

We are unable to capture the events that happen in this 3rd party application. So, if there are users that booked a class on our website, the analytics wouldn't know. This is an issue - simply because we would be unable to know which digital marketing campaigns the new leads came from. Not knowing the Return-on-ad-spend causes a lot of trouble for the business.

So Meta Pixel is fine which allows for a strong Facebook and Instagram campaign, but Google-Based campaigns (SEO and paid advertising) would be an issue to justify.

The Digital Marketing Tactics Breakdown

Search Engine Optimization (SEO) & Content Marketing Strategies

Sweatbox Yoga needed Singapore SEO Services to increase its brand visibility here. Our digital marketing case studies will walk you through our considerations and what we did to generate returns from digital marketing efforts for our clients.

Local SEO & Google My Business

As a local business, visibility on Local Searches is one of the most important things for class signups. We ensured an online marketing presence by calling for Google My Business profiles for each location, with fully updated details & services. From the customer's perspective, the business would appear more often as there are multiple branches around Singapore. For the site and industry, visibility on search engines is less important than visibility on Google Maps. To Digital marketing, it is important to discern where the quickest ROI can be gained. Right now, it is to focus on organic mobile traffic rather than putting all the strength into social media advertising.

Secondly, we also made sure that the Google My Business accounts has real and great reviews. While Visibility is one thing, we need to also foster trust with the target audience. A trusted company should have a solid set of reviews, talking about the strength of the company. Of course, there may be a few bad reviews, as all businesses make mistakes, but it is important that the company also takes the time to reply to each of these client reviews, especially if they weren't the best.

Hence, in the end, this is how the business looks on Google My Business and the Google Maps

Search results for a relatively competitive term such as "Hot Yoga" yields two branches of the company on Google Maps. This is a win in our SEO case studies as long as we rank higher.

If you're interested in our Local SEO Services, please contact us!

Analyzing Backlinks & Outreach via Social Platforms

By analyzing backlinks from closed yoga studio competitors during the COVID-19 break, Sweatbox Yoga identified opportunities to replace those studios with their own information. This not only resulted in a boost in the website's domain rating (DR) from 15 to 26 but also positioned Sweatbox Yoga as a reliable alternative for potential customers. The improved visibility and credibility gained from these backlink placements significantly increased the chances of attracting new visitors and potential clients.

This strategy was interesting as it offered opportunities via content marketing, content creation and blog referral traffic. One of the email marketing strategies that we have attempted was to reach out to the right audience, which happened to be local fitness bloggers, and offered trials. In exchange for trials, we needed Social media posts, or link mentions from them, which increased blog referral traffic. Considering that these are relatively warm traffic, this was a sight to behold in our number of new followers.

Addressing SEO Cannibalization Issues

The hot yoga classes pages were the most important. Ordinarily, the studio had 2 separate pages for Hot Yoga basic classes, one page for Hot-26 Yoga 60-minutes, and another Hot-26 90-minute class page. While we understand the reason behind this, the search engine statistics did show that this was a bad choice, digital marketing-wise. 2 pages were fighting for the same keywords.

The Hot Yoga Classes rankings yo-yo's between those 2 URLs. A clear sign of On-Page Cannibalization for any digital marketing case study. A pretty classic problem to solve. This means that the organic traffic was being limited and split between two pages when simply, these two pages were talking about the same type of classes anyway.

Consolidating cannibalized pages that competed for the same keyword was a crucial step towards optimizing Sweatbox Yoga's website. By merging the separate pages for Hot 26 Yoga and implementing on-page SEO techniques, the studio achieved consistent top rankings (1-3) for relevant searches. This led to increased organic traffic, higher click-through rates, and ultimately, a larger customer base.

E-commerce SEO & Better Tracking of Customer Engagement

There was another set of eCommerce products by Sweatbox Yoga that did not have to be sold via the third-party application platform. If we could sell the product on the e-commerce store on the website, it's very easy to track users. Short research shows that on purchase success, a Javascript event could be emitted that is captured by Google Analytics. This means that an SEO-focused strategy or a Google Ads strategy actually works well here. Finally, an excuse to call on our Google Ads agency in Singapore.

Separating Yoga Teacher Training classes as a dedicated e-commerce shop on the website allowed for better conversion tracking and improved user experience. By differentiating the conversion tracking mechanisms for normal yoga classes (booked on a third-party platform) and high-ticket items like teacher training, Sweatbox Yoga gained valuable insights into user behaviour and purchasing patterns. This enabled the optimization of marketing efforts, resulting in higher conversion rates and increased revenue from Yoga Teacher Training services.

Search Engine Marketing (SEM) and Google Ads Initiatives

Sweatbox Yoga's SEM campaigns leveraged targeted advertising to drive conversions and enhance brand awareness. In our digital marketing case studies, we talk about the aspects of Google Advertising that we've tried.

Brand Awareness Campaigns In Correct Places

Local businesses, like Sweatbox Yoga, often rely on geographically targeted advertising to maximize their marketing efforts. By running brand awareness campaigns with limited visibility within specific areas, Sweatbox Yoga achieved a low cost-per-click (CPC) of USD 0.60, ensuring efficient use of the advertising budget. This approach significantly increased brand recognition and local market penetration, ultimately attracting more potential customers to the studio.

In the short term, it is difficult to get exceptional results for SEO. Hence, Sweatbox also needed the best PPC company in Singapore to assist them with their local exposure. Hence, it is important to know where their clients can be found. It should also be known that relevant keywords must be researched so that you can get an easy boost to reach the potential client.

They had some budget to burn, so the remainder of their Google budget we put into an awareness campaign. Be advised that this is a bad blanket example. For companies in general, we don't advise using awareness marketing campaigns, simply because it is hard to justify the advertising returns. Digital marketers should always be advised that marketing strategies have different aspects, which change on industry.

Yoga Teacher Training Max Conversion Campaign & Retargeting

Understanding the longer purchase cycle associated with high-ticket items like Yoga Teacher Training services, Sweatbox Yoga implemented a max conversion campaign. The first campaign is where most of the marketing budget went, because of the high-ticket nature of this industry product. Clients don't intend to buy on the first visit and usually have to be coaxed by marketing to come back and buy again. We had enough budget to get enough eyeballs via online marketing, which helps train the digital marketing algorithm we were blessed with by Google. Given that, we were able to prune the irrelevant keywords which do not convert.

Furthermore, by targeting users who had already shown prior interest in the training, the studio maximized the chances of conversion via digital marketing. Furthermore, the well-executed retargeting campaign ensured that the potential target audience was consistently reminded of Sweatbox Yoga's offerings. This prevented them from forgetting about the studio and increased the likelihood of conversion when they were ready to make a purchase. The targeted approach resulted in a higher conversion rate for Yoga Teacher Training services and an increased return on investment.

Meta Ads for Lead Generation: Facebook & Instagram

Meta ads served as an innovative solution to track purchases and generate leads for Sweatbox Yoga. This is especially so when the Digital Marketing trackers in the third-party platform support tracking.

Tracking Purchases through Meta Pixel:

Sweatbox Yoga encountered challenges with tracking purchases directly on the website due to the limitations of the third-party booking platform, Glofox. However, by utilizing meta pixel tracking, the studio overcame this hurdle and successfully ran ordinary yoga class ads on Meta Ads. This allowed for accurate tracking of purchases and provided valuable data on the effectiveness of marketing initiatives. The ability to measure the ROI of ad spend enabled Sweatbox Yoga to optimize its marketing budget and make informed decisions to drive future success.

It can be a challenge setting up tracking on social media platforms. For each social media marketing channel, there may be a different set of documentation to read and hand over to the developer for assessment. A new platform like TikTok may be less featured versus an old platform like Meta Suite. Be careful about the social media channels that are picked.

Targeting and Marketing Budget Considerations

We actually left most of the social media post engagement to the company itself, as it is better to be more organic on that approach. For marketing, we generally support a more organic approach, and not just in this case study, we also say this in our other case studies.

With a limited budget, Sweatbox Yoga adopted a broad targeting approach on Meta Ads, aiming to reach a wide audience within the allocated budget. By strategically limiting age group targeting and optimizing ad spend, the studio ensured cost efficiency and maximized the reach of their advertisements. This approach allowed Sweatbox Yoga to effectively engage with potential customers, increase brand visibility, and generate leads within their budget constraints.

That said, the Facebook algorithm is constantly changing, and privacy issues are something that has to be dealt with carefully. Social media advertising usually is stricter on retargeting campaigns, so we had to be careful no matter which of the commonly used social media platforms we were on.

Despite the limited budget, Sweatbox Yoga achieved notable results with its meta ads campaign. With an ad spend of SGD 2,000, the campaign generated signups at an average cost of SGD 50-60, depending on the holiday season. Considering the average class price of SGD 80, the campaign resulted in an upfront revenue of SGD 3,000, surpassing the initial ad spend. This equates to a return on ad spend (ROAS) of approximately 1.5x, showcasing the effectiveness of Sweatbox Yoga's meta-ads strategy in generating revenue and expanding its customer base.

Digital Marketing Results - Case Studies Success? Was Social Media worth it?

In an 8-month span, the daily website traffic just about doubled from content marketing efforts. Social media followers have also gained about 146% from their previous values. For digital marketers, I think this is relatively well done.

I hope that Sweatbox Yoga's journey to enhance its digital marketing strategies serves as an inspiring case study for businesses seeking to improve their online presence. By strategically implementing SEO techniques, optimizing SEM campaigns, and leveraging meta ads, Sweatbox Yoga successfully increased its online visibility, attracted new customers, and boosted revenue. The benefits gained from these digital marketing efforts, such as improved brand recognition, enhanced credibility, targeted advertising, and increased conversion rates, are valuable lessons that can be applied to other businesses looking to thrive in the digital landscape.

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