your own programs , don ’ t at this stage ! Doing so may take a long time , and right now you just want to see if there ’ s a market that you can sell memberships to . They may not be looking for a gym membership , but are looking for a solution to their problem . Promote solutions , not membership specials , to your target markets .
3 . Create an ad with impact
Create an ad ( image , text and headline ) that grabs the attention of your target market and has a clear call to action ( CTA ) like ‘ Click to LEARN MORE ’. Nobody looks at their social media feed looking for your ad . It must be a thumb stopper .
4 . Set up a landing page
Set up a landing page on your site that gives enough information to encourage the lead to register . The goal of a Facebook or Instagram ad is to take them away from those platforms and onto your web page ( although there are also lead ads that operate differently .) Some providers will set up the landing page for you .
5 . Use opt-in forms
Your landing page will have an opt-in form where the lead can put in their details , which will then be sent to you or your sales people .
6 . Respond immediately
Your sales people or coaches must respond fast – within minutes . They must have a well-rehearsed script that leads to a booked appointment , either in your club or via Zoom . The skill to make this call requires scripting , training and practice .
7 . Remind leads about their appointments
Ideally , use an automated system to send follow-up reminders to leads about their appointments . Alternately , use a manual system to do so . Reminders reduce the frustration and wasted time of no-shows .
8 . Polish the sales process
The in-centre or Zoom-based sales process must be carefully mapped out and practiced . It will typically include four steps : a ) Qualification using a needs analysis b ) Program demonstration , which can be done by Powerpoint or Slides c ) Big picture price presentation with just two ( maximum of three ) joining options d ) Link to direct debit .
9 . Measure to manage
Continually measure every one of the above steps and look for opportunities to improve each of them .
10 . Increase your ad spend
Consider scaling up your Facebook ads to grow your membership even faster .
For fitness businesses , particularly those unable to transition to online operations , 2020 was the most challenging year ever experienced . With smart marketing processes we can reverse some of the losses incurred due to COVID-related membership attrition and get the new year off to a positive start .
Jamie Hayes Jamie ’ s companies , Healthy Inspirations , Dietflex and Keto Fitness , provide low-cost weight loss programming and weight loss marketing to the fitness industry . Jamie is a previous recipient of the Network National Fitness Leader of The Year .
THE QUICK READ
• To achieve profit targets , fitness business managers have to ensure that the four key functions of the business are performing
• The key areas of sales , fulfilment and receivables can only perform optimally if the marketing is generating qualified leads
• Organic social media marketing has a very limited reach , so businesses can accelerate sales by creating an avatar for their ideal market and use paid social media lead generation to reach it
• To maximise the effectiveness of paid social lead campaigns , you must also ensure a number of other supporting marketing , website and sales processes have been implemented .
NETWORK SUMMER 2020 | 13