BFS Members can watch recap here
The content of this blog is based on Mark Fisher's Little Gym Marketing Book.
As a gym owner, one of the most essential aspects of your business is attracting and retaining clients. It is vital to implement effective marketing strategies to support your effort to achieve a consistent flow of interested and qualified prospects, as outlined in Mark Fisher's Little Gym Marketing Book. In this blog post, we will explore some powerful tools and tactics that can help you achieve your business goals.
Let's focus on a crucial aspect of managing a successful fitness studio or gym: Lead Generation Systems. Generating and nurturing leads is vital for the growth and longevity of your business. In this discussion, we will explore effective strategies for raising awareness about your gym, leveraging your existing contacts, and the significance of referral systems and business partnerships in expanding your client base.
To start with, every fitness or wellness studio should keep in mind the three fundamental steps of marketing and sales progression: Know, Like & Trust, and Hire. This process entails making leads aware of your gym's presence, building their trust, and motivating them to take action. Lead generation commences with creating awareness about your gym. An organized database, referrals, and partnerships are powerful tools for increasing awareness and attracting prospects to your gym.
Organized Email Database:
A good starting point for marketing your services is to organize your current list of contacts. There are likely individuals with whom you already have a rapport, and they may not be aware that you own a gym or studio. These are the people who already KNOW, LIKE, and TRUST you, making them the ideal audience to market your services to.
To organize your contacts effectively, consider the following steps:
1. Choose an Email Service Provider such as Mailchimp, ConvertKit, or ActiveCampaign.
2. Review your email contact list and upload anyone who meets the above criteria.
3. Review your cell phone contacts and add anyone else. If you don’t have their email, consider reaching out via text.
4. If you are using a booking and billing platform for your gym, ensure these contacts are also uploaded.
5. Create different segments by tagging them based on your relationship, such as Current Clients, Former Clients, never-been clients, and Family and Friends.
Send a warm-up email from your personal email to the contacts you plan to add, letting them know that you'd like to keep them updated with your gym's activities and that it's okay to unsubscribe if they prefer not to hear from you.
Referral Systems:
Referral systems are an excellent way to expand your client base and foster customer loyalty. There are two types of referral systems:
1. Evergreen Referral Offer: This ongoing offer typically includes something valuable and easy for your clients to share, along with a way to thank them for their referrals.
2. Referral Campaign Offer: Consider holding dedicated referral campaigns 2-4 times per year, offering various incentives to encourage referrals.
Business Partnerships:
To increase the reach of your gym and attract more members, you might want to explore the potential of forming strategic business partnerships. Key tools include:
1. Give & Get List: Outline potential exchanges with partners, such as email promotions, social media posts, event participation, or offering discounts.
2. List of Possible Partners: Identify partners in two categories:
Start partnerships with a warm, giving approach, concentrating on how we can assist them first. Let's connect with local organizations and become part of the Chamber of Commerce to extend our network and elevate community awareness.
Ultimately, successful lead generation entails eliminating obscurity and building relationships. Bringing your services to the community and utilizing both online and offline strategies will be instrumental in keeping your gym or studio top of mind for potential clients.
That's all for now! To delve deeper into these strategies, you're invited to join an online fireside chat with the author and industry leader, Mark Fisher, on July 10th. Mark will explain the topic further and answer your questions, providing valuable insights that you can apply directly to your gym's marketing efforts. Don't miss this opportunity to learn from an expert and take your business to the next level!
Do you want to read Mark's "Little Book of Gym Marketing Secrets", which covers 5 categories of tools and systems all studio owners need in place? Download FREE copy by clicking the link: CLAIM YOUR COPY>>
Join the Conversation: Attend live events like this with industry experts tailored for your business!
Consider becoming a Community Member!