Big-thinking businesses depend on Digital Fitness to strengthen online presence in the digital space
Janis Henslee, founder, owner and CEO of Digital Fitness, a unique online marketing firm, has found her niche. Specializing in construction, manufacturing and professional services, the entrepreneur’s Madison-based company is intent on helping companies stake a claim in the online game in order to strengthen their presence in the digital space—something that many companies in this industry can neglect.
Janis, a passionate marketing professional with the unique credentials of holding a master’s degree in internet marketing, explains the underlying philosophy of her business model: “We are dedicated to our trusted process and devoted to our team and yours. We hustle every day to help you win.”
Get Fit. Get Found. Stand Out.
As the company’s tagline, “Get Fit, Get Found, Stand Out,” suggests, the company’s goal is to give its clients a boost with a carefully assessed digital marketing plan. Janis explains the meaning behind the company’s name, sharing, “You go and see a trainer or get some kind of consultation or help from somebody when you when you want to get yourself in shape. We’re that for your online marketing. We want to get you digitally fit.”
Services offered include graphic design, web design, search engine optimization, i.e., “getting found on Google,” social media management, content writing, CRM integration and training, marketing automation (such as HubSpot), and lead generation through such vehicles as LinkedIn and even email campaigns.
Janis, who started out on her own as a consultant, has grown her business over the past two years from two employees to eight. Born of a desire to bring her services in-house, Digital Fitness is a one-stop shop aimed at helping people in the most efficient ways. Recently, Calyn “Cal” Fidler came onboard as Digital Fitness’ new president, bringing to the table her expertise in marketing automation, CRM, lead generation and email marketing.
Specializing in the Construction and Manufacturing Markets
With Digital Fitness’ focus on contractors and manufacturing, Janis has found that keeping things simple best serves this no-nonsense industry. The company’s clientele ranges from one-person start-ups to international businesses with hundreds of employees. Its contractor niche, which makes up the bulk of its customer base, mainly consists of companies with under 20 employees throughout Wisconsin.
Janis says, “Most contractors come to us and say, ‘I just want to be a plumber. I just want to be a builder. What do I need to just make it happen?’ They don’t know what to do or where to go but just know that they need it.”
Working in Phases
The basis of Digital Fitness’s process is to work in phases, meaning you tackle one thing at a time—and no two clients are the same. Janis says, “We get people who come to us as a start-up, brand new, have no idea where to go, what to do. And so, we start from scratch. For example, one of our clients came to us two years ago. We did his logo. We did his business name. We set up his social media, built his website up and started search engine marketing (SEO). And then, year two, we sat down and said, ‘OK, what worked and what didn’t work? Where do we go next year?’ ”
Janis adds, “For each client, we custom build each project individually, get it done and then we’ll talk about what we need to do to market them successfully. We really take it slowly. That way, nobody’s really overwhelmed.”
Mining Your Own Business
Janis has also identified one area of great need where Digital Fitness can help a company maximize its resources. She explains, “They’re not mining their own little pot of gold. We’re finding that a lot of contractors are going out and giving estimates, and if people don’t buy, they’re not doing anything with that information.”
She recalls one customer who had taken two dozen email addresses for people he had done proposals or estimates for over the summer. “We did an email drip campaign and he got four jobs out of it.”
What Digital Fitness is finding is that whether it’s manufacturers that go to trade shows or expos and then they don’t do anything with the contacts, or contractors who don’t go back seasonally, such as reminding potential customers about HVAC during certain times of the year, many companies need to think more strategically about getting and maintaining residual business. “That’s something we really are finding that there is a need for in this industry. It’s at the heart of doing what we do—educating our customers about working smart, not hard,” she says.