Content is a massive key to creating funnels and is something you can be doing constantly to generate interest in your club , your product or service in a very subtle and very authentic way
Content is a massive key to creating funnels and is something you can be doing constantly to generate interest in your club , your product or service in a very subtle and very authentic way
allows . Again , you can retarget the people who watched the video with a special offer similar to the one you offered on the night of the event .
Here ’ s how this social media lead funnels process could be used for a boutique PT studio specialising in posture and corrective exercise .
Top of funnel – Share a series of videos on how sitting at a desk affects the body . These could either be shared content from another source , or filmed by the PT studio using a smartphone . The videos are posted to Facebook and boosted to the local area of the studio , targeting professional people who are likely to spend much of their day sitting down .
Mid level funnel – Details about the audience of people who have watched these videos is collected . The studio plans to host a free evening talk on ‘ Back Pain and Sitting ’ and promotes this event to people who have watched the videos .
Bottom of funnel – The studio hosts the event and films part of the talk . During the event a free postural assessment and two weeks membership are offered for free to all in attendance .
The day after the event , the studio targets the warm audience of people who watched their previous videos with an offer ‘ Missed us last night ? Call us now and join with 2 weeks free !’ Notice that although it ’ s a great offer , it has less value than the offer on the night . This way the people who attended feel they got the best value and won ’ t be upset if they see an ad for this ‘ lesser ’ deal on Facebook .
And so , back into the funnel … A bitesized and engaging part of the filmed talk from the event can be posted on Facebook to start creating another funnel for the next planned event , ‘ Missed our postural talk in September ? Our next talk , in November , is on the best running shoes for knee pain ’. This process can be repeated again and again , so customers are not being bombarded with adverts , but instead are offered some value , and getting pre-qualified ( by viewing the video ), before you attempt to hook them with an offer .
Content is a massive key to creating funnels and is something you can be doing constantly to generate interest in your club , your product or service in a very subtle and very authentic way , without being too pushy .
When you have an engaged social media following you are positioning your fitness business for greater success when it comes to generating quality leads that can funnel down into new customers .
Using Facebook lead adverts
Another way to generate leads through Facebook is to use lead generation adverts . These automatically collect a person ’ s name , phone number and email address , and you can also specify a number of additional aspects , such as gender , employment and location .
When your prospective customer clicks on your ad , offer them something in return for their e-mail address , such as a free trial , postural assessment , nutrition plan or an eBook with five great smoothie recipes , whatever showcases your business . The key here is to make the offer directly related to the service you provide : by doing so you will attract only people who are genuinely interested in what you have to offer , and who therefore have the potential to become paying customers .
The best thing about using lead generation adverts on Facebook is that leads don ’ t actually have to type in any of their details . All your prospective customer has to do is look at the advert and click ‘ agree ’ to submit their details . You will automatically get the lead generated into an Excel spreadsheet downloadable from your Facebook Ad Manager page , or you can even have it linked to your own customer management system .
If you use MailChimp or Salesforce to manage leads , you can link this directly to your Facebook platform . Every time somebody clicks on the advert and consents to submitting their details , it will be added straight into your system , making it both a fairly cost-effective and efficient method of generating leads .
Remember to use social media channels in all of your referral and lead generation campaigns . It ’ s a great way of creating awareness and connecting with your audience , but it ’ s not everything – your knowledge , customer service and ability to convert those lead with a refined sales process are all key to keeping your business firing .
Lynsey Fraser is the Director of FloSocial , a social media training agency for small businesses . Lynsey has an extensive background in the fitness industry in education and content development and now brings these skills to FloSocial to educate and upskill people on the power of digital and social marketing . flosocial . com . au
36 | NETWORK SPRING 2017