Digital Audit and Planning Portfolio

Transcription

1 Digital Audit and Planning Portfolio Talecia Wills Student Number: n Group D - Emily Attridge Word Count: 1646 AMB330 DIGITAL PORTFOLIO

2 Table of Contents 1.0 Introduction Digital Media Audit Target Audience Analysis and Product and Competitor Overview Target Audience Analysis Product Overview Competitor Overview Consumer Insight Recommendations and Justification Facebook Campaign Creation of Mothers Blog on Website Search Engine Marketing Campaign Mother and Child Activities References 13 1

3 1.0 Introduction Healthworks are a family-owned and run gym located in Everton Hills, whose core products are gym memberships, although additional facilities and services are extensive. Healthworks currently have a limited digital presence although can be found on the necessary platforms for their target market, Motivated Mums. Their extensive range of products provides a high competitive advantage, necessary in this highly competitive industry. Their key competitors are identified as Albany Creek Leisure Centre, Club Coops and The Gap Health and Racquet. This assignment involves an audit of their current digital medias, and recommendations associated, driven by a recent change in ownership. 2

4 2.0 Digital Media Audit A digital media audit has been conducted on Healthworks to assess their current involvement in the online space. This is necessary to allow formulation of recommendations, increasing efficiency of Healthworks current digital offerings in targeting Motivated Mums. Criteria Examples or observations Rating 1 to 10* Broad vision of how digital media can transform the company Healthworks' key objective of their digital media is to advance potential customers from awareness to action. They are utilizing these platforms to encourage potential customers to trial their services and facilities (QUT, 2016). Unfortunately at this stage Healthworks use of digital media would not be positively contributing to this business objective due to reasons including inconsistency, lack of information, poor design and interactivity. Through digital media, Healthworks aim to support their vision of creating a unique atmosphere within the fitness industry, which will increase the enjoyment of members using their facilities (Healthworks, n.d.). Currently only one platform, their Facebook page, contributes towards this goal, although through enhancement of their current website Healthworks would be able to transform their company and increase sales. 5 Integration of marketing, IMC and digital strategy In order to successfully deliver a consistent and clear message about Healthworks brand and products, integration and coordination of all communication channels is necessary (Chaffey & Ellis-Chadwick, 2012). Healthworks have successfully integrated their online and offline marketing to deliver coherent messages that are all relevant to Motivated Mums. This is seen in the relationship between the referral marketing that the club promoted in-house, and the promotion of tagging a friend to receive 2 weeks free trial through their Facebook page (see Figure 1). There are areas of inconsistency that have occurred although, particularly during the change of management period. There was not a successful integration of communication channels to announce this event. Gaps formed between offline and online communication, and between the website and Facebook page. This was a great opportunity missed to deeply integrate these platforms and drive a strong message. Although current members may have had an understanding of the name change, there were no posts advising this change on either Facebook or the website and as a result confusion was caused among potential customers, deterring trial. Posts were also made by current customers querying the changes, although these were left unanswered (see Figure 2). 6 Digital strategy (please articulate) Healthworks digital strategy consists of two individual parts. The first is to drive consumers from awareness to action, encouraging trial of services and facilities of the club (QUT, 2016). Healthworks are attempting to utilise their website to achieve this objective although this is currently an ineffective platform that needs consideration. The lack of information present on the website, such as membership options, and the out of date timetable and facilities will greatly affect the consumer's decision once they reach the evaluation of alternatives stage of the consumer decision making model. The second digital strategy is to communicate and engage with Healthworks current members, promote the club s joint venture partnerships and to encourage use of the club s additional services that aren t included with the standard membership (QUT, 2016). By doing so Healthworks aim to bring their friendly and supportive community within their club, to their online presence for further engagement and communication. By doing so they are aiming to appeal to their target audience of Motivated Mums, who appreciate this gym environment. Healthworks have implemented this strategy through use of their Facebook page and have achieved a level of success, although there are areas for improvement. Strategically Healthworks have been successful with consistency of message throughout their 5 7 3

5 consistent, company-created brand messages posts on Facebook, surrounding the concepts of motivation, friendship and community targeting Motivated Mums. This although is the extent of consistency as there is little cohesion in post imagery, particularly branding (refer to Figure 3). Due to this inconsistency, recognition of the brand in one's news feed will decrease. This may also promote the perception of Healthworks as of lesser quality to competing companies, such as Club Coops. Club Coops have a similar digital strategy although their implementation has been conducted in a highly professional, branded and consistent approach (refer to Figure 4). By integrating their brand colour and logo in all imagery posted, along with consistent high-quality photography, Club Coops promote a brand message of a professional, trusted fitness provider. Degree of company involvement in digital and social media Digital tools and social media used by the company Frequency of use of digital and social media tools Examples of content shared Although Healthworks company-created brand messages are consistent throughout their Facebook page, there are inconsistencies between the digital platforms as a whole. Due to limited information present on their website, Healthworks brand identity and the club s supportive community are not demonstrated on this platform. Healthworks have a medium degree of involvement in their digital and social media. It appears that they may not have much influence or control over their website as it is not of the same quality in brand message and customer communication as their Facebook page. There are no current Adwords, retargeting, link building or Facebook advertising campaigns currently in progress, therefore the only reach the club is achieving is through friends of those who like the Facebook page or through search engine rankings. Social media is given the highest priority within the digital realm over traditional marketing, demonstrated by the regularly updated Facebook page. The digital tools and social media currently utilized by Healthworks include their website and Facebook page. Their website can be understood to be a services oriented relationship-building platform (Chaffey & Ellis-Chadwick, 2012) although it is currently underperforming. Healthworks website can be identified at Level 3 of website development in the Stage Model as their website has basic interactivity and enquiry submission is available, although it has not reached Level 4 due to no usergenerated content available, nor blog (Chaffey & Ellis-Chadwick, 2012). Tools such as Google Analytics, Conversion Tracking and Remarketing are installed on this website although the extent of use is unknown (BuiltWith, 2016). A Search Engine Marketing strategy may have been implemented, as there is evidence of efficient title, and meta tags (SEO Site Checkup, 2016). The current website is mobilefriendly as rated by Google Developers (2016), which is of high importance as research conducted online on a mobile device is now almost equal in occurrence with desktop (Sensis, 2015). Healthworks also have not yet extended their reach to other social media platforms their target market use, such as Instagram and Twitter. Healthworks do not frequently use their website, with evidence displaying update has not occurred since 2015, although update of their Facebook page occurs regularly but not particularly consistently. Between February 1st and March 30th there are periods of enthusiasm where posts have occurred 3 days in a row, and some of scarcity, posting once every 5 days. Facebook provide statistics on consumer insights that are highly relevant for the purpose of assisting and driving change to align with the target audience. After analyzing Healthworks Facebook post schedule and content it can be assumed that consumer insights have not been utilized to drive either. For example, it is evident that analysis of when their target audience is most engaged on Facebook has not been conducted, demonstrated in post times not in alignment with these results (Facebook Insights, 2016). Healthworks post numerous different forms of content, three of which can be categorized as Quotes (motivational, relatable or humorous), Class-related Information and Other Gym Offers posted most often, respectively. The target audience of Quotes can be understood to be Motivated Mums, with emotion behind most that is appealing to, and appreciative of, this audience, posted to emphasize

6 the positive community within the gym. These images although have no consistency with the brand, all from different sources and different formats. Classrelated Information are targeted towards current members, keeping them up to date with the happenings within the gym, but also towards non-members to promote all the different services provided by the gym. Lastly, Other Gym Offers target current members of the gym, male and female, in the aim of encouraging purchase of additional services the gym provides, predominantly as part of a joint venture partnership. These also target non-members to increase awareness of the potential events they could be involved with. Strategic user engagement Measurement of digital performance Healthworks social platform has a medium-level of strategic user engagement. Quote posts and member or staff appreciation posts have a medium to high level of targeting towards the female demographic, with feminine font and messages eliciting an emotional response from most. Insights display success engaging with the female audience, where 82% of women who contribute are in the targeted age group of 25-34, along with 76% in the right geographic locality (Facebook, 2016a). It is also prevalent that women are more likely to post positive reviews on this page. As a whole, the Facebook page is engaging to a broad audience as other posts, such as Other Gym Offers, are not targeted to gender. Olivia Brizasko has also advised that Facebook advertising campaigns have been completed in the past in a highly targeted manner, reaping great results (Personal communication, March 9, 2016). Healthworks also engage well with their audience, with questions and comments made on the Healthworks page addressed in a timely manner, as demonstrated by the very high response rate of replies made within an hour. Unfortunately, Healthworks have not utilized their Insights to increase user engagement, as reporting clearly identifies video to be the most appealing medium for their audience (see figure 5) (Facebook, 2016c), although Quotes, Class-related Information and Other Gym Offers which can be seen as the least appealing forms are the most commonly distributed. Healthworks do not appear to be effectively measuring their digital performance. This is best seen through the lack of strategy formed by the use of Facebook Insights. The usefulness of this information has been overlooked, and therefore engagement is not at the level it could be. As another example, it is evident that photo content shared where members and staff are involved reach a larger audience and result in far greater engagement than artistic images shared with text overlay (see figure 6). It is understood that Google Analytics are being used to collect data on the effectiveness of the Healthworks website although there is no evidence that displays the transformation of data into action, therefore the extent of use is unknown. 6 4 *Where 0 indicates a lack of achievement and 10 represents optimum achievement. 5

7 Digital Audit and Planning Portfolio Figure 1 Figure 3 Talecia Wills n Figure 2 Figure 4 6

8 Figure 5 Figure 6 7

9 3.0 Target Audience Analysis and Product and Competitor Overview 3.1 Target Audience Analysis The target market for Healthworks has been identified as Motivated Mums. These mothers are aged between 25 and 40 with at least one dependent child (Australian Bureau of Statistics, 2011). Research suggests gym memberships are only considered when Motivated Mums are located within a 5-kilometer radius of the club, therefore they can be found in surrounding suburbs including Arana Hills, Mitchelton and McDowall (McCormack, Giles-Court, Bulsara & Pikora, 2006). Their families and children are their core focus, always desiring their approval (Nolan, 2016). Because of this, their needs are not always put first (Schmidt, 2011). Research displays that they desire to lose weight (Roy Morgan Research, 2015) although it does not always seem possible due to their dedication to family (Schmidt, 2011; My Mummy Daze, 2014). They don t want to be away from their kids, considering it selfish, a term they do not want to be assimilated with (Campbell, 2015; Freytag, 2015). Motivated Mums utilize the Internet when searching for a gym to join (Roy Morgan Research, 2015). Dialogue is a very important part of their purchase journey as research suggest that mothers refer to online reviews and their reference group prior to making their decision, conversations which hold great weight (Sensis, 2015; WARC, 2015). Motivated Mums are also highly active on social media, preferring Facebook to share with friends and family, followed by Instagram for it s photographic nature (Sensis, 2015; Rayner, 2015). There is also a secondary target market of men and women aged between 17 and 25 who desire to stay fit and healthy. Motivated Mums although represent the largest segment of women in Everton Hills (Australian Bureau of Statistic, 2011; Facebook Demographics Insight, 2016a), they have an increased level of disposable income understood to lie between $800-$900 per week (Australian Bureau of Statistics, 2012) and they have higher levels of engagement with the brand (see Figure 7) (WARC, 2015, Facebook, 2016d). Figure 7 8

10 Digital Audit and Planning Portfolio Talecia Wills n Product Overview Healthworks core products are Gym Memberships, supported by additional services including 10 Week Challenge Packs and Personal Training (QUT, 2016). They have an extensive product line consisting of over 55 classes per week, highly popular amongst Motivated Mums, including Hot Yoga, Les Mills Group Classes and Cycle Classes (QUT, 2016). Healthworks also have numerous additional facilities including a steam room, pool, tennis and squash courts, child minding services as well as 24/7 access (QUT, 2016). Another competitive advantage is the friendly and supportive environment within the gym (Olivia Brizasko, personal communication, March 9, 2016). This is highly appealing to mums as a key barrier to purchase is the fear of being judged at the gym, whether in relation to appearance or their capabilities (Parry, 2014). Healthworks core product is a low-involvement purchase decision, with minimal financial and emotional obligations. For example, members are provided a choice of no contract, a 6-month contract and a 12-month contract, therefore reducing perceived monetary risk (Belch, Belch, Kerr & Powell, 2014). This product is purchased for a plethora of reasons, but particularly due to the desire to feel better about oneself (Australian Bureau of Statistics, 2008; Gender and the gym, 2012.). Barriers to purchase also vary, and reasons may include the perceived, or literal lack of time due to family and work obligations, inconvenience due to location or lack of a gym partner (Andersen, n.d.; Fitness for Weight Loss, n.d.). 3.3 Competitor Overview Healthworks are in a highly competitive industry where price, extent of facilities and location are key areas of contention (IBISWorld, 2016). As the gym industry has reached the mature stage of the product life cycle, there are medium barriers to entry although the high degree of competition in the industry proves the largest barrier to success (IBISWorld, 2016). Healthworks have three main competitors, Albany Creek Leisure Centre (ACLC), Club Coops (CC) and The Gap Health and Racquet Club (TGHRC). ACLC is Healthworks largest competitor for membership as it is closest at only 3.5km away (refer to Table 1). CC is although most competitive with Healthworks in relation to a broader range of services and facilities. They also have the highest quality online platforms, as demonstrated in Table 1. Through analysis of their Facebook page, it appears that CC are also targeting women between 25-40, although not specifically mothers. This can be seen as almost all imagery involves women as the core focus (See Figure 8). This is not the main focus for ACLC or TGHRC, who are both also targeting children. Competition for Healthworks does not stop here though, as there are substitute fitness activities vying for the same target market including home fitness alternatives, such as fitness programs (see Figure 9) and YouTube videos which are becoming increasingly popular (IBISWorld, 2016). Other options include walking for exercise, independent Personal Trainers, Boot Camps and organized sports (Australian Bureau of Statistics, 2013; Australian Bureau of Statistics, 2015; IBISWorld, 2016). Figure 8 9

11 Figure 9 Table 1 Competitor Analysis Club Coop Albany Creek Leisure The Gap Health and Racquet Club Location from Healthworks 6.6km 3.5km 8.8km Target Market Women aged Women aged Young children learning to swim Men and Women aged Teenagers aged Classes per week What do they do better than Healthworks? Services/Facilities Club Coop offer additional services to that of Healthworks including massage, in-house cafe, women s area within the gym Albany Creek has a greater number of classes per week, with a greater focus on water-based fitness The Hap Health and Racquet Club have a greater number of tennis related fitness classes Digital Media Their Facebook page is highly cohesive and has high quality, consistently branded imagery. A greater use of video is also prevalent. Club Coops website is more aesthetically pleasing with compelling and informational video use. Membership information and a blog are present. Additionally they have Instagram and Twitter platforms. Their Facebook page is consistent in branding on social media although not to the extent of Club Coop. Their Facebook page consists of a larger use of in-house photo and video to demonstrate their team, services and members. What are Healthworks better at? Healthworks have a larger number of classes per week. Healthworks have a greater focus on a supportive and friendly environment within the gym on social media channels. Healthworks achieve greater engagement with their audience on Facebook. Healthworks have a larger focus on a supportive and friendly environment within the gym on social media channels. 24/7 Facilities Healthworks have a more diverse range of classes and a larger number of higher quality facilities. 10

12 4.0 Consumer Insight Research indicates that women are over 10% more likely to participate in walking for exercise rather than going to the gym (Australian Bureau of Statistics, 2011b), and statistics display that competition is increasing from home fitness alternatives (IBISWorld, 2015a). These are both forms of fitness where children may remain present with their mothers. Research also displays that mothers never want to be identified as selfish or known to look after themselves first (Schmidt, 2011; Freytag, 2015; Campbell, 2015). Therefore, through analysis of the target market I have developed the insight that mothers feel a great sense of guilt when spending time on oneself rather than with their children. 5.0 Recommendations and Justification Women are turning to competitor offerings that they perceive to be more convenient due to this sense of guilt (IBISWorld, 2015a). Healthworks need to formulate a marketing campaign in aim of relieving mothers of their guilt, promoting their Crèche facilities and demonstrating the benefits of exercising within their club. 5.1 Facebook Campaign This campaign will involve consistently branded posts, Facebook Advertising, Remarketing, hashtag #motivatedmumday and incentivized reviews from current members. Promotion of all aspects of the Crèche service is necessary, incorporating video interviews with the child minders, images of the environment and information on activities. This will aim to build awareness and reputability of the Crèche, encourage trust and decrease guilt. Video marketing will be key to this campaign, as it is the most valued form of content posted, considered a highly profitable form of investment as it is proven to increase confidence in a brand, therefore driving sales (Jarboe, 2014; Kolowich, 2015). These posts would be highly targeted, as mums spend only 3 to 5 minutes per Facebook interaction (Sensis, 2015), occurring between the hours of 4pm and 8pm, illustrated as peak times (refer Figure 10) (Facebook Insights, 2016). Promotions will incorporate a range of discounts and giveaways that appeal to the target audience to increase engagement and build a following as research displays Motivated Mums desire these (Sensis, 2015). Reviews are also demonstrated to be highly beneficial to the decision making process for this audience, therefore will be incentivized in-store (WARC, 2015). Figure 10 11

13 5.2 Creation of Mothers Blog on website Blogging is a well-known form of generating brand interest, brand transparency and equity (Cox, Martinez & Quinlan, 2008; Powell, 2015). Moreover, blogging will help drive organic traffic to the website through SEO and shared content and build brand authority (Sheridan, 2011; Lazuka, 2012). Increasing indexed pages on Healthworks website encourages Google to keep checking the website due to activity (Wainwright, 2015). Blogging will aid in the conversion of leads if intuitive call-to-actions are utilized, along with data collection (Eridon, 2015). This blog would feature content relevant to mothers, determined through research of popular blogs. It will also open another door for consumer insight and engagement, as statistics show that women are highly likely to comment on blogs (Sheridan, 2011; WARC, 2015). 5.3 Search Engine Marketing Campaign This will include SEO, incorporation of Google Adwords and a link building strategy collaborating with popular bloggers. It is recommended that keywords be researched and implemented surrounding relevant terms related to the crèche, mothers classes and the gym location. If Healthworks do not appear on the first page, it is understood that they are virtually invisible to the customer (Granka, Joachims & Gay, 2004). There is also a known subconscious effect that occurs within consumers, where a higher search ranking implies higher quality and relevance to themselves (Ali, 2013). Link building is of growing importance due to the highly influential effect it has on search engine rankings, indicating popularity, quality and authority of the website (King, 2008; Grappone & Couzin, 2010). This vote of confidence (Moogan, 2014) will encourage ranking increases, and therefore reputable sites such as directories, forums and popular mum bloggers within Brisbane need to be reached out to. These will produce quality backlinks, increased organic traffic and trial (Rubel, 2005; Chow, 2015). 5.4 Mother and Child Activities Another area for consideration is implementation of mother and child activities within the gym. Learning to swim classes should be considered, accompanied by an offer, such as a free week of classes. This will generate traffic to the physical store, and will allow mothers to conceptualize exercising whilst their child is cared for in the Crèche. 12

14 6.0 References Ali, S. N. (2013). The base SEO objectives [Web log post]. Retrieved from Social Hunt Website Andersen, C. H. (n.d.). The No. 1 Reason Women Skip the Gym [Web log post]. Retrieved from Australian Bureau of Statistics. (2008). Perspectives on Sport, Oct 2008 (Statistical Division). Retrieved from Australian Bureau of Statistics. (2011a) Census QuickStats: Everton Hills (Statistical Division). Retrieved from cument&navpos=220 Australian Bureau of Statistics. (2011b). Perspectives on Sport, Nov 2011 (Statistical Division). Retrieved from ecreation?opendocument Australian Bureau of Statistics. (2012). Year Book Australia, 2012 (Statistical Division). Retrieved from old%20income,%20expenditure%20and%20wealth~193 Australian Bureau of Statistics. (2013). Perspectives on Sport, June 2013 (Statistical Division). Retrieved from +Sport+The+State+of+Play+2013?OpenDocument Australian Bureau of Statistics. (2015). Participation in Sport and Physical Recreation, Belch, G. E., Belch, M. A., Kerr, G. & Powell, I. (2014). Advertising: an integrated marketing communication perspective (3rd ed.). North Ryde, NSW: McGraw-Hill Education (Australia) Pty Ltd. BuiltWith. (2016). Healthworksfitness.com.au Technology Profile. Retrieved March 30, 2016 from Campbell, J. (2015). To All the Selfish Moms [Web log post]. Retrieved from Chaffey, D. & Ellis-Chadwick, F. (2012). Digital Marketing Strategy, Implementation and Practice (5th Ed.). Essex, England: Pearson Education Limited. Chow, L. L. (2015, May). How SK-II won over bloggers without spending a cent on sponsored content. WARC. Retrieved from 13

15 Cox, J. L., Martinez, E. R & Quinlan, K. B. (2008). Blogs and the corporation: managing the risk, reaping the benefits. The Journal of Business Strategy, 29(3), doi: / Eridon, C. (2015, September 30). Why Blog? The Benefits of Blogging for Business and Marketing. Hubspot. Retrieved from Facebook. (2016a). Facebook Demographic Insights [Data]. Retrieved from id=_ _1 Facebook. (2016b). Facebook People Nearby: Hourly Insights [Data]. Retrieved from id=_ _1 Facebook. (2016c). Facebook Post Type Insights [Data]. Retrieved from id=_ _1 Facebook. (2016d). Facebook People Engaged Insights [Data]. Retrieved from id=_ _1 Fitness for Weight Loss. (n.d.). Gym statistics: members, equipment, and cancellations [Web log post]. Retrieved from Freytag, C. (2015, August 9). Say No to Mom Guilt and Yes to Exercise [Web log post]. Retrieved from Gender and the gym. (2012, August 28). Gender and the gym. The Sydney Morning Herald. Retrieved from Google Developers. (2016, April 4). Mobile-Friendly Test. Retrieved from Granka, L., Joachims, T. & Gay G. (2004). Eye-tracking analysis of user behaviour in www-search. Proceedings of the 20th Annual International ACM SIGIR Conference on Research and Development in Information Retrieval, Sheffield, United Kingdom, New York, NY: ACM Press Grappone, J & Couzin, G. (2010). Search Engine Optimization: An Hour a Day (3rd ed.) [EBL Version]. Retrieved from Healthworks. (n.d.). About Healthworks Fitness Brisbane. Retrieved from IBISWorld. (2015a). Personal Trainers in Australia. Retrieved from IBISWorld website IBISWorld. (2015b). Women s Gyms in Australia. Retrieved from IBISWorld website =

16 IBISWorld. (2016). Gyms and Fitness Centres. Retrieved from IBISWorld website id=658 Jarboe, G. (2015, March 13). Video Helps Persuade 73% of People to Buy a Product or Service. Retrieved from King, A. B. (2008). Website Optimization [EBL Version]. Retrieved from dxwsxoe62pwdsw%3d%3d&t= &h=ee b5da33cf55e037f1bd508abade88 &s= &ut=245&pg=1&r=img&c=-1&pat=n&cms=-1&sd=1# Kolowich, L. (2015). 25 Video Marketing Statistics for 2015 (Infographic). Retrieved from Hubspot website Lazuka, S. (2012). Why Maintaining A Company Blog Is Important To Small Business. Retrieved from Small Business PR Website Maintaining-A-Company-Blog-Is-Important-To-Small-Business.html McCormack, G. R., Giles-Corti, B., Bulsara, M., & Pikora, T. J. (2006). Correlates of distances traveled to use recreational facilities for physical activity behaviours. The International Journal of Behavioural Nutrition and Physical Activity, 3(18). doi: / Moogan, P. (2014). The Beginner's Guide To Link Building. Retrieved from Moz SEO website My Mummy Daze. (2014, December 3). Working full-time is no walk in the park [Web log post]. Retrieved from Nolan, M. (2016, March 28). Confession: I am intensely competitive about my kids school lunches. [Web log post]. Retrieved from Parry, L. (2014, November 1). Scared of being judged at the gym? You re not alone: 75% of women are put off exercise for fear of what others think. Daily Mail Australia. Retrieved from Powell, N. (2015, February). Lowdown: Blogging. WARC. Retrieved from QUT. (2016). AMB330 - Digital Portfolio Brief [Supplemental material]. Retrieved from id=_ _1 Rayner, T. (2015, May 15). Instagram Reveal Statistics About Australian Users: Female Dominated, 7/10 Active Everyday, Inly Share 7 Posts A Month [Web log post]. Retrieved from active-everyday-share-7-posts-month/ 15

17 Roy Morgan Research. (2015). Roy Morgan Single Source Australia: Oct Sep 2015 [Data file]. Retrieved from id=_ _1 Rubel, S. (2005, February). The Rise of Business Blogging. WARC. Retrieved from ea90-46b9-b8c9-e645e4e755a7&q=blogging&cid=a80720&pub=ana Schmidt, L. (2011, January 4). Fitting in fitness [Web log post]. Retrieved from Sensis. (2015). Sensis Social Media Report May Retrieved from SEO SiteCheckup. (2016). Healthworks SEO Report. Retrieved on April 4, 2016 from Sheridan, M. (2011, December 2). 5 Reasons You Should Be Blogging. Social Media Examiner. Retrieved from StudioD. (2015, May 7). How to Reach Moms With Content Marketing (Just in Time for Mother s Day) [Web log post]. Retrieved from Wainwright, C. (2015, September 30). Why Blog? The Benefits of Blogging for Business and Marketing. Hubspot. Retrieved from WARC. (2015). Know the audience: Mums. Retrieved from WARC website ca57-4e05-b189-f98df0e415e7&q=mothers&cid=a105878&pub=admap 16