About Our Client
Fitness Town is a retailer of home gym and commercial fitness equipment with store locations in British Columbia and Alberta; and an e-commerce store. While the company has always catered to home users, commercial gyms and new building developments, overnight the pandemic led to a huge shift in the target audience and marketing strategy. People were no longer able to go to the gym and chose to purchase home gym equipment and accessories instead.
While 2020 was a very strong year for sales for bricks and mortar and the e-commerce store, it did bring on some major hurdles for the company. The demand for fitness equipment and accessories skyrocketed while the marketing team was short staffed.
The Bloom Digital Marketing team stepped in as the interim marketing team. Our mandate was to plan and implement digital marketing strategies to carry the company through to 2021. The strategy was to promote in-stock inventory items through all online channels including the website, social media organic posts, Facebook and Instagram Ads, Google Ads and Search Engine Optimization, as well as communicate more effectively with customers online.
For SEO, our objective was to improve the content quality of the website and in organic search results. This led to a huge cleanup effort on the website and implementation of a range of SEO tactics ranging from content optimization to technical improvements, merchant feeds and local listings optimization.
For Google Ads and Facebook/ Instagram Ads, our objective was to promote in-stock cardio, strength and fitness accessories products via Carousel Ads, custom audiences, look alike audiences and create organic posts for social media and Google My Business listings. Ads were updated regularly to address inventory levels. Also our team developed creative assets such as homepage hero images, high-res product images, and responsive ad/ post creative.
The online and offsite SEO initiatives led to huge gains in traffic and site stickiness. The bounce rate decreased by 5.13 percent to just 27 percent. Website users grew by 240 percent with organic search traffic leading the charge with an impressive 294 percent growth.
Organic Search traffic leading the charge
Organic search is responsible for 75 percent of all website traffic; with over 12.7m search impressions, and 684m clicks, 5.37% CTR with traffic generated from a range of generic search queries ranging from a variety of broad and narrow search queries ranging from ‘fitness equipment’, ‘barbells’ to ‘keiser spin bikes’.
A quick shout out of thanks to Azita, Carlos & their company Bloom Digital Marketing who have supported the Fitness Town Brand with our digital marketing; ( SEO optimization, google ads & face book posts ) since 2012! The digital marketing landscape can be overwhelming to say the least in this rapidly changing digital world we live in.. Bloom is trusted source that have been very easy to work with! Bloom is on point, reliable, always within budget, clearly looking out for our best interests, while delivery excellent results backed up with analytics to validate their work! Thank you Bloom Digital Marketing!
– James Newman, CEO, Fitness Town Inc.