Yet by the end of the conversation,
the answer has become much more
nuanced: 60% women, over the age
of 40, with some disposable income,
within a 15-minute drive of Big City’s
Suburb X.
Even that is barely enough to
meaningfully target a Google ad.
For a market segment to be a “best
fit”, you need a reasonable idea
of your ideal customer, his or her
daily life, health, weight, nutrition or
fitness aspirations, challenges, prior
experiences and disappointments,
and what in their mind (not yours!)
drives them to check out your
business.
Ideally, this matches the customers
you already have, particularly your
most loyal clients who keep coming
back.
Then you need to quantify how
many such customers can be
reached given your budget, look at
the cost of ad campaigns, click-
through, conversion costs, and
conversion rates, and determine
whether you can actually make a
profit selling to that ideal customer,
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given your prices and service
delivery costs.
If you can
reach them with a
compelling,
personally
resonant message
and convert them
into a customer
at a reasonable
cost, then they’re
a good fit.
If not, you’re chasing leads that
have no money, no interest, or no
time — in which case they’re not
your ideal customer after all.
3
Ineffective or non-existent
lead magnets
Let’s suppose you actually do
have a good idea of your wellness
business’s ideal customer.
Why aren’t they buying?
Chances are they’ve never heard
of you, or there’s something you
haven’t told them, they can’t tell
why you’re different, it’s not the right
time for them to buy, or your price
is too high for their budget. Maybe
they’re not convinced your program
is as transformational as it sounds.
Lead magnets can be anything:
a downloadable brochure,
a case study, an open house
announcement, printable guess
passes, offers only available to
email subscribers, sign-up for a free
introductory class, or something
else — but they all have a price:
prospects have to tell you something
about themselves, even if it’s just
a comment, an email address, a
survey response, or a follow or like.
WHAT’S NEW IN FITNESS - WINTER 2019
If your website and other platforms
don’t connect with people willing
and interested in doing at least one
of these things, they’re not doing
their job of sparking relationships
with prospects.
4
Failure to address common
site visitor goals
Site visitors are there for a reason:
•
To learn your location and hours
of operation
• To find out if your nutritional plan
is really keto-friendly
• To see if your meditation classes
fit their work schedule
• To provide a run-down of pricing
packages and options
• To get answers to the last
questions stopping them from
signing up for a membership
•
To find out what the atmosphere
in your centre is really like
Don’t forget to address the needs of
current customers, too. What tasks
do they want to perform on your
ite? Renew a membership? Check
If you know
your ideal cus-
tomer, your web-
site can anticipate
their needs: eg.
making it easy to
schedule a chat or
phone call, check
your hours, get di-
rections, or down-
load a program
participant’s
handbook.
WHAT’S NEW IN FITNESS - WINTER 2019
the class schedule for today or this
week? Check on whether you’re
open when it’s 5 degrees outside?
5
Ineffective or non-existent
call-to-action
Ask yourself: what’s your most
common or successful way of
converting leads to customers? Is it:
• A phone conversation?
• A web chat?
• Calls or clicks from search ads?
• A “buy now” / “sign up now”
link?
• Click-through from Google My
Business?
• Walk-in traffic with customer...
Continue to part 2 of: 8 Reasons
Fitness Websites Don’t Work
READ PART TWO >>>
Radial Group specialise in digital
marketing for health, wellness and
fitness businesses RadialGroup.com.
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