Digital Marketing Lessons Learned from Fitbit

Today’s digitally-connected consumers are using technology more than ever. Fitness trackers were all the rage in 2015, and the digital marketing campaigns surrounding these devices helped drive their popularity, so let’s take a look at what worked best for Fitbit, one of the year’s leading fitness trackers.

First, let’s take a look at their website.

At a glance, it looks very simple – but that’s not a bad thing. The product is displayed prominently right from the start and shows visitors that there’s a Fitbit for everyone. Further down the page, visitors are encouraged to “see the Fitbit difference” and to explore the all-in-one fitness app. When visitors get to the bottom of the homepage, they’re met with social icons and a link to the Fitbit blog. The site is set up to appeal to Fitbit’s target audience — people who are avid exercisers and those who want to get in shape. Aside from the homepage, the website has many different features for users to explore, such as celebrity step challenges, a fitness quiz and “FitForGood.”

Fitbit’s blog explores topics ranging from exercise and healthy eating and recipes to success stories, goal setting and how to feel good. Blogging once per day allows them to publish a large amount of content – and there’s something for everyone.

With over 1 million likes on Facebook, they’re clearly doing something right. While promoting your own brand and content on your social media accounts is important, you need to have a variety of different types of posts. Fitbit reaches a happy medium by promoting their blog content, user success stories, training sessions and more, and also encourages people to interact with them, like in the post below.

Not only does Fitbit encourage users to share their stories, they respond! If you take a look at their Facebook page, you’ll notice they respond to nearly every user’s comment, oftentimes by saying something motivating, like “Awesome! We’re cheering you on, Sheila! Happy stepping!” or “Way to go Heather! Happy to see those photos! Happy stepping!” While Fitbit’s Twitter has many of the same posts as their Facebook, they go a step further by offering a quick way to get help by giving their support handle, @FitbitSupport. Fitbit’s Instagram account shows pictures of the product, but also incorporates images of people exercising, the outdoors, “fitbitisms” and healthy food – all different aspects of what Fitbit really embodies.

Earlier this year, they also launched a campaign called “Fit for Food,” in partnership with Feeding America. Both Fitbit and Feeding America promoted the campaign via social media, and they also partnered with comedian Joe McHale, who created a video and promoted it to his Twitter followers. Over 106,000 people participated, resulting in over 1 billion calories donated, providing funding for 1.5 million meals — success.

So, as you can see, Fitbit does a great job tying many different aspects together to form a cohesive, consistent digital marketing program that engages their potential and current customers. In today’s digital age, it’s important to promote your company, product or service across a variety of different mediums and platforms in order to reach as much of your target audience as possible. Think about your digital marketing strategy and program — is your website mobile-friendly and inviting? Does it embody your product or service? Are you incorporating a variety of content and promoting it across different channels, such as social media and a blog? If not, it’s time to rethink your approach.

Not sure where to start? We’d love to help you create a digital marketing program for your organization — reach out to Pyxl today and let us know how we can help!

Updated: Apr 13, 2022