Tips for using FAQs
Frequently Asked Questions about how to use the Cybex Digital Marketing Suite.
Do I have to pay for this service?
Nope! At Cybex, we believe in partnering with you to set you up for success with your club and with your purchase of our equipment. That doesn’t stop once the sale is final either. We want to give you the marketing tools you need to succeed for the lifespan of your product and beyond.
Who do I contact for technical support?
Please contact us at firstname.lastname@example.org to report any difficulties you may be having with the site. We apologize in advance for any inconvenience.
What if I have more questions?
We are here to help. If you have a marketing question that is not solved by our guides or with our content, please feel free to reach out to us at email@example.com.
Do I have to do use all of these types of content?
No! You may use the content provided on this site as little or as much as you like. It is up to your and what you are comfortable with. If you are new at marketing, maybe try one channel, such as your Facebook page, to get your feet wet. Good with social media, but need more help with web content? Try using our blog posts for inspiration. More advanced? Use the content to develop your own eBook, whitepaper or other form of downloadable content. Better to do one or a few things well to start and branch out once you feel you have mastered the basics.
Can I just copy your content?
It depends. We offer many types of content, such as Facebook posts, hashtags, tweets, and press release templates, that you can copy directly and use on your own website, blog, email campaign, etc. Some items, such as workouts, images, videos, newsletters and equipment tips that you are free to use, but please give Cybex credit when doing so. For blogs and Ask the Expert tips, you may link to this content, but please don’t copy it directly. A good way to use this type of content is to copy the link in your own blog or newsletter as a reference, then write your own point of view to support it.
How do I come up with new content?
There are a few techniques you can use to develop new content.
Step 1: Pick a topic. You can do this by:
· Answering a question. Think about questions you hear from users of Cybex equipment, staff and trainers, our maybe something even you have had questions about.
· Showing your customers or trainers how to do something: use a piece of Cybex equipment, complete a certain workout, etc.
· Educating your customers on exercise science, fitness, etc.
· Debunking exercise myths. Use this to emphasize the value you deliver; i.e., what do you know that many people miss?
· Relating a case study
· Developing an idea mentioned in another post you or Cybex have already done.
· Sharing a mistake you made and how you learned from it.
· Sharing a common need of customers and how your techniques help them fulfill it.
Step 2: Choose your audience. For example:
· End customer: pro athlete, amateur athlete, someone new to Cybex equipment, or someone eager to learn techniques for losing weight, for example
· Staff member
· Personal Trainer
Decide what this person’s needs, questions, and preferred means of communication are, and create your content with that in mind.
Step 3: Choose a format. This could be:
· Blog post
· Twitter, Facebook, or Instagram post
· YouTube Video
· Audio clip
Step 4: Write it, film it or record it.
Ideally, all four of these steps will be considered as a whole when developing your content. Refer to the Cybex Marketing Content Library as you go through this process.
I posted some content already, so what’s next?
Once you get comfortable with posting and sharing the content we have here, you may choose to move on to other aspects of marketing, and learn how to use “content marketing” in conjunction with the other tools you’re using, such as newspaper or radio ads. The important thing to remember is to not put all of your eggs in one basket- don’t just blog and tweet; use questions and comments from your followers in your blog posts, and refer to blog posts in your tweets without simply copying the blog headline, for example.
Then, once you have mastered several channels, it may be time to develop an overall content marketing strategy. This is about:
· Figuring out who you want to market to (you may have several distinct types of gym members that you might need to market to differently) and who you don’t (there may be a certain type of customer you have right now that may or may not be good for your business)
· Determining your tone of voice
· Choosing the marketing channels that give you the best return on investment
· Utilizing or perhaps repurposing the content you already have
· Filling in the gaps with new content that addresses the needs of your customer groups,
· Bringing all of this together in a way that retains your existing customers, appeals to new customers, and distances customers you’re willing to or want to drop.
How do I use this site?
Step 1: Pick a category from the choices in the main menu, or browse through “what’s new” in the column on the right side if the page.
Step 2: Once you have clicked on a content type, you will be taken to a page showing you a list of links to our content. We have further categorized the content in these areas by subject, which you will notice a along the top of the page. Click on a topic that interests you to see what pieces of content we offer.
Step 3: Once you find a link you would like to view, you can click on “read more”, which will take you to the full content, or “share” to post it immediately to a social media site of your choice.
Step 4: If you wish to use the content in your own marketing, click on “Tips” at the top of each page for instructions on how to post the content properly.
Step 5: If you would like more guidance on best practices, we offer several guides on Social Media, Web Content, Blogging, and Email Marketing, which you may download from the sidebar on the right side of each page.
Why is this important for my business?
Content marketing helps your business stand out from the pack, especially in a day and age where your potential customers may be tuning out traditional forms of marketing and advertising, such as TV or newspaper ads.
It allows you to demonstrate the value of your product offering or service to help move your prospects and customers through the sales cycle faster and more effectively. By demonstrating your expertise, you warm up your leads to the idea of purchasing your product way before you ever speak to them. This way, when you do have a phone or face-to-face conversation with them, that discussion is more productive for both of you (and may even lead to more sales or renewals).
It is not just for prospects either. You can use this to keep your current members engaged, long after the New Year’s resolutions have worn off, which will maintain or improve your renewal rates.
What is content marketing?
Content marketing is a way to market to your prospects and customers without making them feel like they are being sold to or interrupted.
Instead of pitching your products or services, you are delivering content that makes them feel more informed and better equipped to make purchase decisions. It is about understanding not only who your customers and prospects are, but where they are in the purchase cycle, and delivering information that addresses their needs and concerns and answers questions for them long before you ever get on the phone with them.
The idea is that if you deliver great content, you better demonstrate your product’s value and the customer rewards you with their business and loyalty. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on your “owned” media- meaning your website, blog, email marketing, and social media channels.
What is this site for?
This site is designed for gym owners in need of some marketing support. Our aim is to provide you with content you can use and/or repurpose to market to your customers and prospects. We do the heavy lifting for you, so you can market your business more effectively while saving time and money, and get back to doing the things you do best, like running a great facility and helping your membership achieve their fitness goals.
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