Key Takeaways
- SparkPeople’s success formula includes a strong team, a superior product with continuous improvement, a positive brand, and an adaptable startup culture.
- The unique trifecta of tools, content, and community engagement fosters a sense of belonging and motivation among members, making it difficult for competitors to replicate.
- Metzner emphasizes the importance of building strong connections with the audience through social media, rather than solely focusing on ROI measurements, to drive engagement and stay relevant.
Imagine a world where weight loss and fitness goals are not just aspirations but a reality. That’s the world that Tim Metzner, VP of Marketing at SparkPeople, has helped create. In an exclusive interview, Metzner shares the secrets behind SparkPeople’s success, from its humble beginnings to its position as the leading weight-loss and fitness website in the US.
Early Startup Culture: A Crucible for Success
Metzner believes that early startup employees are a special breed, driven by hard work, loyalty, and an unyielding determination to succeed. He was drawn to SparkPeople’s mission-driven approach and the opportunity to work alongside an experienced entrepreneur. This early startup culture laid the foundation for the company’s future growth.
Factors for Success: A Winning Formula
According to Metzner, SparkPeople’s success can be attributed to a winning combination of factors: a strong team, a superior product with a focus on continuous improvement, a positive and aspirational brand, and a nimble and adaptable startup culture. This formula has allowed SparkPeople to stay ahead of the competition and maintain its position as a leader in the health and fitness industry.
Unique Product Offering: The Trifecta of Tools, Content, and Community
Metzner attributes SparkPeople’s success to its ability to offer a unique combination of tools, content, and an active community. The company’s tools help users track their progress, while its content provides valuable information and support. The community aspect fosters a sense of belonging and motivation, creating a powerful ecosystem that has proven difficult for competitors to replicate.
Audience Engagement Strategies: Connecting with Members
SparkPeople uses its core property, SparkPeople.com, to drive traffic to specific resources based on audience goals. They leverage their social media presence to build relationships with members and stay connected. Metzner believes that social media is not just about ROI measurements but about building strong connections and staying relevant in the online spaces where members engage.
Social Media Measurement: Beyond ROI
Metzner does not emphasize ROI measurements for social media. Instead, SparkPeople focuses on building strong connections with members and staying relevant in their online spaces. He believes that social media is about engagement, not just about driving traffic or generating leads.
Autoposting Tools: A Double-Edged Sword
Metzner prefers not to use autoposting tools for Facebook due to potential negative effects on EdgeRank. He believes that autoposting can lead to a decrease in organic reach and engagement. Instead, SparkPeople focuses on creating high-quality content that resonates with their audience and encourages them to share it organically.
Targeted Communications: The End of Mass Marketing
Metzner recognizes the effectiveness of niche web communities in engaging smaller but highly engaged audiences. He believes that mass marketing campaigns need to adapt to an era of targeted communications. SparkPeople uses a variety of channels to reach their target audience, including social media, email, and content marketing.
Building a Community: The Power of Word-of-Mouth
In addition to social media, SparkPeople has grown through word-of-mouth, SEO, PR, PPC, and mobile app development. Metzner believes that building a strong community is essential for long-term success. SparkPeople’s community provides members with support, motivation, and a sense of belonging, which has been a key factor in the company’s growth.
Email Marketing Pet Peeves: A User’s Perspective
Metzner has a few pet peeves when it comes to email marketing. He dislikes emails that are sent without permission or that make it difficult to unsubscribe. He also believes that emails should provide value to the recipient and not just be a constant stream of “asks.”
Health and Fitness Marketing Considerations: Walking the Tightrope
Positioning is crucial in health and fitness marketing. SparkPeople emphasizes a healthy lifestyle approach, while acknowledging the need to use “diet” terminology to appeal to the target audience. Metzner believes that it’s important to strike a balance between providing valuable information and promoting the company’s products and services.
Personal Insights: Inspiration and Motivation
Bonus: Metzner’s favorite ad is Nike’s “Just Do It” campaign. He is motivated by helping millions achieve their goals and maintaining a challenging startup culture. His mentors include co-workers, startup community members, and Mark Suster. Metzner recommends reading “The Spark” by Chris Downie, “Good to Great” by Jim Collins, and “Delivering Happiness” by Tony Hsieh.
Conclusion: SparkPeople’s success is a testament to the power of a strong team, a superior product, and a commitment to building a community. By staying true to its mission and adapting to the changing needs of its audience, SparkPeople has positioned itself as a leader in the health and fitness industry.
Frequently Asked Questions:
What are the key factors that have contributed to SparkPeople’s success?
A strong team, a superior product, a positive and aspirational brand, and a nimble and adaptable startup culture.
How does SparkPeople engage with its audience?
Through its core property, SparkPeople.com, social media, email, and content marketing.
What are Metzner’s pet peeves when it comes to email marketing?
Emails that are sent without permission, that make it difficult to unsubscribe, and that provide no value to the recipient.
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