All posts by WebMaster

Weekly Fitness Biz Tip Number 27 – Social Media is a Pay to Play Platform…

This week’s Fitness Business Tip is around Social Media Budgeting.
Unless you (and your business) have been living under a rock since 2015 you would know that FREE organic reach on Facebook is almost non-existent. Yes, Live Streaming Video changes that slightly, but overall Facebook is a Pay-to-Play Social Platform!

At the moment Instagram (IG) gives you up to 30% FREE organic reach (although I have a strong feeling it is much closer to 15% than 30%).

What does this all mean?

To get the absolute most out of Social Media you must play the pay game. Social Media should be all about “quality posting.” Quality images, quality videos and yes quality written copy (quality not quantity). If this is the case for your Facebook and IG page then I say boost everything.

Don’t mortgage your house on these posts but spend $8-$10 for a day or two to get further reach. More reach effectively means more eyeballs on that post. That could mean more engagement and ultimately an enquiry.

You aint getting enquires from your Social Media posts if people don’t see it in their feeds.

Ryan Deiss (one of the world’s best digital marketers) once said IF YOU POST AND DON’T BOOST, IT’S LIKE NOT POSTING AT ALL!!! I love that.

Allocate a strategic monthly budget for both Facebook and IG.

Divide this budget into:

1. Organic Posts
2. Organic Posts With Soft Sells
3. Sales Based Post (promotions)

Stick to this consistently and commit to getting more out of Social Media for your fitness business.

Remember, Social Media is the heart beat of fitness marketing, with the average active user in the US and Australia spending 2 hours and 22 minutes on these platforms.

Fish where the fish are….Facebook and IG!!

If you would like to connect and have a chat about how we can help your specific business, please register for a 20-Minute Free Information Call by entering your details in the form below.

That’s all for now,

Frank and Brad
Directors – Marketing For Gyms and Personal Trainers & More Members

Weekly Fitness Biz Tip Number 26 – What Are You Really Selling!!

This week’s Fitness Business Tip is around What Are You Really Selling!!

So, what is it that you are really selling; because I have news for you…you aint selling gym or studio memberships!!

Victoria’s Secret sells underwear, but salespeople know that what people are really buying is the idea of sexy romance.

Harley Davidson sells motorcycles, but people are really buying association with an independent and rebellious spirit.

Volvo sells family safety.

List five words you’d like associated with your brand. These key word are much closer to what you are selling than memberships.
Branding ‘pre-sells’ the product or service to the user. Branding is simply a more efficient way to sell things. The old expression ‘nothing happens until somebody sells something’ is being replaced by today’s slogan: ‘nothing happens until somebody brands something.

Clearly understand your Brand Promise. Then use it in most if not all your marketing, both online and offline marketing.

If you would like to connect and have a chat about how we can help your specific business, please register for a 20-Minute Free Information Call by entering your details in the form below.

That’s all for now,

Frank and Brad
Directors – Marketing For Gyms and Personal Trainers & More Members

Weekly Fitness Biz Tip Number 25 – Push Your Brand Promise…

This week’s Fitness Business Tip is around Pushing Your Brand Promise.

What makes your company unique?

The answer to that should be your USV – Unique Selling Value. Value is a priority to reduce your customer’s price sensitivity and increase your company’s competitive immunity.

Great fitness brands are built from the inside out. Their people, culture and values all come together to foster innovation and deliver remarkable client experiences.

This can make you Talk-About-Able!! (Yes I just made that word up).
What else makes you Talk-About-Able?

Your Brand Promise! Your brand lives in the consumer’s mind. Branding is the process of developing consumer beliefs and perceptions that are accurate and in alignment with what you want your brand to be.

Brands are promises. What is your business brand promise?

The primary job of branding is to transform a complex message into simple and clear communication.

People are willing to pay more to buy brands that they believe deliver outstanding and desirable benefits.

Your point of difference and your brand promise determines your position in your competitive environment. This should be the ecosystem and the main message in all your marketing and promotional materials.

Your brand promise is the pledge upon which you build and stake your reputation. So, build wisely…with your market promise!!

If you would like to connect and have a chat about how we can help your specific business, please register for a 20-Minute Free Information Call by entering your details in the form below.

That’s all for now,

Frank and Brad
Directors – Marketing For Gyms and Personal Trainers & More Members

Weekly Fitness Biz Tip Number 24 – Member Retention is the New Sales System…

Most health club operators still focus on getting new members in the door, almost combating monthly attrition with a ‘more sales’ mindset.

This may have worked in the early 2000’s but those days are long gone.

Member retention is sooooo much more than a friendly smile and calling the members by their first name (although this is important). Retention needs to be looked upon as a true system that can be measured.

To truly impact retention in your health club: make a commitment to instituting retention initiatives in all four areas of the Retention Quadrant™. This is made up of:

1. Member Induction
2. Member Experience
3. Member Programming
4. Member Usage

Mastering all four of these in your business will put you miles ahead of your competition.

Like a dinner party, improving retention is much more than doing one thing right but doing many things right.

The big difference is that with retention it’s not a ‘once and done’ event but rather you need to orchestrate many things and make sure they’re done on an ongoing basis.

The saying, ‘the whole is greater than the sum of its parts,’ is a very important principle for ensuring solid member retention.

If you would like to connect and have a chat about how we can help your specific business, please register for a 20-Minute Free Information Call by entering your details in the form below.

That’s all for now,

Frank and Brad
Directors – Marketing For Gyms and Personal Trainers & More Members

Weekly Fitness Biz Tip Number 23 – Test and Measure Your Social Marketing at all Times…

Hey there,

This week’s Biz Tip is short and sharp.

If you haven’t already noticed $10 per day on Facebook doesn’t get you the same reach it did 12 months ago. You would need to spend upwards of $14+ to get the same reach you did 12 or 18 months ago (give or take)!

Be smarter with your social spending. I would be testing all my sales based ads and boosting.

Test the following:

– Still image vs video.

– Long ad copy vs short ad copy (both for boosting and Facebook ads)

– Image with a male vs image with a female.

– Boosting vs Facebook ads.

– Different landing pages, e.g. buy now buttons vs opt-ins.

– Short video vs long video.

This is the absolute minimum testing I would do on social media if I still had my bricks and mortar gyms in Australia.

Facebook can be a massive money pit….trust me we have wasted a heap of money on it over the last 8 years. Learn to be smarter and test and measure the various elements noted above.

And remember…the only real metric that counts with social media marketing is opt-ins and or online purchases. How you get there is dependent on dozens of factors and strategies.

If you would like to connect and have a chat about how we can help your specific business, please register for a 20-Minute Free Information Call by entering your details in the form below.

That’s all for now,

Frank and Brad
Directors – Marketing For Gyms and Personal Trainers & More Members

Weekly Fitness Biz Tip Number 22 – The 7 Deadly Fitness Marketing Sins Part 2

Hey there,

Last week I sent you The 7 Deadly Fitness Marketing Sins – Podcast part 1.

I hoped you enjoyed it.

Here is Part 2: The 7 Deadly Fitness Marketing Sins

If you would like to connect and have a chat about how we can help your specific business, please register for a 20-Minute Free Information Call by entering your details in the form below.

That’s all for now,

Frank and Brad
Directors – Marketing For Gyms and Personal Trainers & More Members

Weekly Fitness Biz Tip Number 21 –You Asked For it, so Here is Part 1.

Hey there,

Last week I wrote a short blog email about the 5 Deadly Sins of Fitness Marketing. There are actually 7 Sins in total.

I did a short Podcast a couple of years back on this exact topic.

Here is Part 1 – The 7 Deadly Fitness Marketing Sins … enjoy!!

If you would like to connect and have a chat about how we can help your specific business, please register for a 20-Minute Free Information Call by entering your details in the form below.

That’s all for now,

Frank and Brad
Directors – Marketing For Gyms and Personal Trainers & More Members

P.S. Here is Part 1 of the The 7 Deadly Fitness Marketing Sins again.

Weekly Fitness Biz Tip Number 20 – Don’t Commit the 5 Deadly Sins!!

If there is one thing that you should NOT DO in 2019….commit any of the 5 Deadly Sins!!

No, not greed, lust, envy, wrath or sloth; those are cardinal sins. I’m talking about the 5 Deadly Marketing Sins.

#1: Inconsistent Marketing
#2: Not Understanding Your Target Market
#3: Not Consistently Marketing Your POV (point-of-value)
#4: Not Optimizing Your Marketing
#5: Not Testing and Measuring Your Marketing Campaigns

If any club, studio operator or fitness professional committed to doing the exact opposite…I mean committing 100%; then I am sure they would be putting themselves in the best position to have their best year yet (disclaimer: you need to be able to convert the leads that the marketing creates).

Think of marketing as the heartbeat of your business. No fitness business in the world, no matter how big or small can grow until it is marketed properly!

If there is one thing that you develop this year…make it your ability to improve your overall marketing. The future of your business depends on it!!

If you would like to connect and have a chat about how we can help your specific business, please register for a 20-Minute Free Information Call by entering your details in the form below.

That’s all for now,

Frank and Brad
Directors – Marketing For Gyms and Personal Trainers & More Members

Weekly Fitness Biz Tip Number 19 – Instagram is now the biggest Social Media App in the World…

Yes you read correctly… Instagram is now the biggest Social Media App in the World (for people between 18 and 34).

Two years ago I met a guy at a digital marketing conference in my home city of Melbourne, Australia. He was one of the key note speakers; and he mentioned after his presentation that he believed that Instagram would be bigger than Facebook (its older sister) within 5 years.

I laughed!!! Nothing is bigger than Facebook…well maybe Apple and Amazon.

I think he may have nailed it. Instagram needs to be taken a lot more serious now for fitness business owners. With 1 Billion active users Instagram has become a juggernaut.

Your job when using Instagram as a marketing tool is to create a collection of visual (consistent) content that represents your brand, attracts the right people who could potentially buy from you.

There are 4 ways to share content on Instagram.

#1: This is the more traditional way consumers think of Instagram. You post a static image or video and then it shows up in the newsfeed of your followers; and it remains on your profile where consumers can see it at any time.

#2: Instagram Stories is arguably the BIGGEST free marketing opportunity right now with small business. Photos or videos you share in your Insta stories disappear after 24 hours making people more comfortable sharing content without perfect photography and editing. The key is they MUST be consistent, e.g. daily or every second day.

#3: Instagram Live. Like Facebook Live Streaming there’s no better way to create instant likeability and trust with consumers than to speak to them directly. Instagram Live gives you that opportunity. They also get good organic reach.

#4: The newest content area on Instagram is focus on longer form video. IGTV allows you to share video up to 10 minutes long that feels really-mobile friendly for you as the creator and for the viewer. This is great for showing group or team training.

Finally, I want to add not only is it time to start using Instagram consistently, it is also time to start spending some money on it to reach more people.

Although Instagram gives you more organic reach than Facebook (just for now) you can dramatically increase that reach by adding a daily spend.

Use Instagram poorly in 2019 at you own peril!!

If you would like to connect and have a chat about how we can help your specific business, please register for a 20-Minute Free Information Call by entering your details in the form below.

That’s all for now,

Frank and Brad
Directors – Marketing For Gyms and Personal Trainers & More Members

Weekly Fitness Biz Tip Number 18 – What will you do differently this year???

Hey there,

Happy New Year…I hope you have had a positive start?

On Dec 24th 2018 I looked at everything I could of done differently in my coaching and consulting business to have had more growth. I was very happy (actually ecstatic) with my growth of 34% from 2017.

Being a very determined business owner my first thought was how can I grow by 35% in 2019? The response lies in answering these 3 simple questions.

1. How can I generate more leads in my coaching company?
2. How can I leverage better from my existing raving fans?
3. How can I create more real value from my clients?

Once I had these answers I rolled my sleeves up and got to work. I am taking MASSIVE ACTION!!

Now, what questions will you ask yourself this week to ensure you ‘uncover’ what to improve and tweak in 2019…so you can grow your membership or client numbers faster?

Is it getting a lot better at social media marketing? Is it to get assistance to improve your sales conversions? Or is it just to be more accountable and focused on your end business goals.

Make this year count by thinking outside the box and being more focused on growth strategies. Nothing happens without marketing!!!

If you would like to connect and have a chat about how we can help your specific business, please register for a 20-Minute Free Information Call by entering your details in the form below.

That’s all for now,

Frank and Brad
Directors – Marketing For Gyms and Personal Trainers & More Members