All posts by WebMaster

Weekly Marketing Tip – November 16th

I often get asked… “What is the quickest way to grow a fitness business?”

There are many ways; today I will focus on Facebook. Most…and I really mean most fitness operators are still using Facebook like it is 2014/15. I call this Facebook 1.0.

Posting non engaging content, generic random content and just stuff!!

Facebook 2.0 is really about live video. Live video gets you 6 times more “organic reach” than a still image…think about that for a moment…6 times more without having to spend 1 cent on boosting or ads.

Every fitness business in the world should have a front of house; this is the person that is the face of your business, e.g. your club or studio manager or your head trainer for example.

If you want to grow your business faster using Social Media, then this person should be doing 3 live videos every single week from your studio or club. This means in time they will become a micro celebrity representing your brand.

I have said this for over 2 decades….become a micro celebrity in your local community to grow your club or studio faster. This has now extended to Social Media.

I have a client in Western Australia who has built her entire fitness business off the back of live videos on Facebook. She is a true micro celebrity on that platform. Engaging, informative, and fun live videos.

The by-product… more post engagement, more shares, more brand awareness and ultimately leads, as she promotes her 7 day free trial with many of the live videos.

You have a choice: remain stuck in Facebook 1.0 where nothing positive really happens, OR get out of your comfort zone start growing your business faster with Facebook 2.0

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 Marketing Tip – October 25th

I met a studio owner last week in my home city of Melbourne. They had been open for 19 months and have 95 paying members.

This is a well-known brand in Australia. I immediately looked at their social pages and asked a simple question… how much marketing activity do you implement at your studio?

The response was very direct…not much!!

Strategic marketing or better still, “optimized marketing activity” typically reflects the growth of your business. It actually directly mirrors your lead generation. Without proper marketing you won’t have any leads to convert into members and clients.

I believe the quickest way to grow any fitness business, anywhere in the world is to have marketing activity in each of the 3-Key Marketing Pillars.

1. Internal Marketing (anything that is being promoted to your members).
2. External Marketing (anything that is external to your business that doesn’t include digital, e.g. corporate and cross promotional marketing).
3. Digital and Social Marketing (self-explanatory).
Unfortunately in 2018 personal trainers, owners and managers are seduced into thinking that only 1 real marketing pillar exists….yes you guessed it #3!!

I agree that Digital and Social Marketing is the eco system of fitness marketing now. but…and it is a big BUT, there is still plenty of room to engage and put some resources into the forgotten Marketing Pillar, #2!

I would be putting 15-20% of all my marketing efforts into external based “strategic marketing.” The key word is strategic….oh and consistent!!

This type of marketing has its roots firmly embedded in the local community.

Answer the question…who is the face of your business?

Then build the resources to turn this person into a community micro celebrity…perhaps you might even see some new lead volume coming in without having to create a Facebook boosted post or an Instagram ad!!

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 Marketing Tip – October 11th

Last week I did a free Skype consultation with a US based health club manager. I almost fell off my chair when they shared with me the marketing strategies they were using. For example: flyer distributions, local radio and local newspaper advertising.

Oh, and putting up posters in local retail stores. ZERO marketing on Instagram because they didn’t have an account and they had a total of 21 posts on Facebook… for the whole year!!!

I forgot to mention this club had gone from about 800 members in 2015 to 438 members in 2018…that is almost a 50% loss!!!

There is a little thing called Social Media Marketing and another little thing called Digital Marketing. These little things allow us to build a prospect list (so we can keep marketing to) and also allow us to track where leads are coming from.

Most of these 2 marketing channels can be completed automated, similar to walking around the streets putting up posters in local retailers…NOT!!!

Digital and Social Marketing 101.

Step 1. Create a kick-ass landing page with a compelling offer.

Step 2. Create a boosted post image aligned with the offer.

Step 3. Create great quality copy that you can use with your image on Facebook and Instagram.

Step 4. Boost this combination or run an ad on either social platform (or both).

Step 5. Test and measure the result (basically your ROI)

Click on these links to view sample landing pages….it all starts with Step 1.

https://bradsgym.gympages.net/14days

https://bradsgym.gympages.net/247challenge

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 Marketing Tip – October 4th

Last week I wrote about having a geographic wake-up call; in that club and studio operators must focus on both lead acquisition strategies and member retention initiatives to have a successful and sustainable fitness business for the future.

Today I am going to go back to lead acquisition. To optimize any marketing campaign or promotion you must follow what I have called the Campaign Quadrant System.

This is broken up into 4 specific areas.

1. Marketing Assets
2. Written Copy
3. Execution Plans
4. Accountability and Implementation

Firstly, Marketing Assets.

This includes all your images and videos for example if you’re promoting your offer on Social Media; which of course you would be. Also includes your Facebook timeline banner artwork and also any countdown timers (images) for the latter part of your promotion, e.g. 7, 6, 5, 4, 3, 2 and 1 (last day to get in).

Next I have Written Copy.

This is all the written copy that is aligned with your Social Media posts, emails, SMS marketing and any other writing pieces, e.g. local paper or newsletter.

Both your Marketing Assets and Written Copy should be outsourced to professionals if this is not your strong point. For those reading this biz tip you would know I am not a fan of owners and operators doing their own artwork. It’s not worth the savings. Surround yourself with a professional team…so that you look professional!

Next I have Execution Plans:

This is typically made up of 3:

1. Social Media Execution Plan
2. Prospect and Ex Member Execution Plan
3. Active Member Execution Plan

It involves all the dates and media that’s to be used for your specific campaign/offer. This also includes your budget, e.g. spend on Facebook and Instagram for the month.

The glue that brings it all together is the last step, Accountability and Implementation:

Simply, who is accountable to what and who is implementing the execution plan. There should be no grey areas, so there is no finger pointing.

The more you follow the Campaign Quadrant System, the better you will get at it. This means more traction on all your future promotional campaigns.

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 Marketing Tip – September 27th

Last week I wrote about having a geographic wake-up call; in that club and studio operators must focus on both lead acquisition strategies and member retention initiatives to have a successful and sustainable fitness business for the future.

Today I am going to dig a little deeper. The essence of member or client retention lies in what I call “The Retention Quadrant.”

This is broken up into 4 specific areas of retention:

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

Like a successful 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 key is to OPTIMIZE your member induction process to ensure the new member is 100% confortable with their choice of gym or studio.

OPTIMIZE your member experience whenever and wherever possible (this is all about executing the small things).

OPTIMIZE your member programming to ensure members’ know what they are doing and why they are doing it.

And finally, OPTIMIZE member usage. If they don’t use your facility on a consistent basis, they will stop seeing the value and the expense is then perceived to be a liability.

Focus on The Retention Quadrant and keep optimizing all things that full under each of the 4 key retention areas.

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 Tip – September 20th

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

This may have worked 10 years ago in a less competitive market but it won’t work now!!

In fact club operators globally need what I refer to as a geographic wake-up call!

Let me explain this further…

Your health club or studio has a certain geographic area in which it pulls from to attract new prospects and ultimately new members and clients.

Unless there are new large corporate companies moving into the local area or new residential housing; that pool of potential prospects will eventually dry up. This is expedited when more competition moves into the area. I am sure some of our readers know this already!

If you don’t retain more clients or members by putting in place strategic retention systems then the natural process of your fitness business will be a decline in overall numbers, or at best no real growth!! These systems MUST start the second someone enters your physical facility.

The key is to focus “both” on lead acquisition strategies and member retention initiatives. You cannot have a successful, sustainable fitness business by just focusing on the former.

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 Tip – August 17th

Hi there,

We’re constantly hearing that leads and prospects have dried up from club operators and personal trainers.  That certainly may be the case in a shrinking market.

What we really think it going on is the following…

FACT: Marketing in the fitness industry has changed enormously in the last 12-months and will continue to change.

FUTURE PREDICTION: Apart from referrals most (90%) of all your future clients and members will come from either
Social Media or Online Marketing within the next 18 months.

FACT: Most club operators and fitness personal trainers will be completely left behind, still running with old school
marketing strategies in a new age (digital) world. Old school doesn’t really work anymore.

Let’s focus on Social first. The #1 key element with any Social Media platform is you need a system or mechanism
to “capture leads.”

Click below to watch a short video explaining one of the best lead capture systems we have seen for the fitness
industry (it just so happens that we created it because we understand where marketing is heading.)

Build Your Prospect List Faster

Watch the video and reply to this email if you would like a demo.

If you would like to connect and have a chat about how we can help your specific business scroll down to register for a 20-Minute Free Information Call.

That’s all for now,

Frank and Brad
Directors – Marketing For Gyms and Personal Trainers

 

Weekly Marketing Tip – August 10th

This week’s Fitness Business Tip is around Generating Online Leads.

The majority of Fitness Club Owners and Personal Trainers really struggle when it comes to generating new leads for their business online.  Promoting a website link and hoping someone will click on the contact us tab is not an effective strategy!

The key to generating online leads is creating simple, clean landing pages with special offers and a call to action.

There are two key strategies that we recommend to generate more online leads:

1. Create a free offer landing page with a limited time offer such as a 14 Day Trial or 10 Days of Unlimited Group Personal Training.  When prospects land on the page they can enter name, email and phone number to receive the free offer.

2. Create a paid offer landing page such as 24 Days for $24 or 4 Weeks of Personal Training for $66. The pages can include a Buy Now button for instant online payment.

The offer needs to provide an incentive for people to take action and click on the link.

To promote the landing page offers we recommend posting a targeted boosted post with text and image in your local area along with the landing page link.  When prospects click on the link the landing page loads where they can register details or submit payment to receive the special offer.

We have created an online platform called Gym Pages that has ready made templates with a range of special offers that you can use to generate more leads for your business.

Click here to see a sample page from one of our clients.

For more information about Gym Pages visit www.GymPages.net

If you would like to connect and have a chat about how we can help your specific business scroll down to register for a 20-Minute Free Information Call.

That’s all for now,

Frank and Brad

Directors – Marketing For Gyms and Personal Trainers & More Members

Weekly Marketing Tip – August 2nd

This week’s Fitness Business Tip is around Setting KPI’s for your Business.

A Key Performance Indicator (KPI) is a measurable value that demonstrates how effectively a company (fitness business) is achieving key business objectives.

Let me just say it….most Gyms and Studios DON’T do this!!

Start setting KPI’s for key areas of your business. KPI’s for….

– Monthly Sales Targets.

– Monthly Net Growth Targets.

– Monthly Revenue Targets.

– Monthly PT Session Targets (or Group Session).

– AVG Members in Each Daily Class (aid is retention data).

Most gym and studio owners don’t even have concrete goals or milestones for their business. What are they aiming for? What is the longer term vision?

Have a planning day every 12 weeks and set out key goals and mid-term milestones. Then work backwards and look at how much marketing activity you need to engage in, and what your overall sales conversion rate needs to be to hit sales and revenue targets.

Have a short-term, mid-term and long-term business plan (and goals)!!

Then look at all the things, both in your business and your personal life that will allow you to achieve these goals. It’s one thing to set a goal….it’s an entirely different thing to achieve it!!!

If you would like to connect and have a chat about how we can help your specific business, please scroll down and register below for a 20-Minute Free Information Call.

That’s all for now,

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

Weekly Marketing Tip – July 27th

This week’s Fitness Business Tip is around Getting With The Times.

I spoke to a club owner in the US this week (had 2 clubs) and we went through both their Facebook and Instagram Pages.

WOW!!! I couldn’t believe what I saw. Their last Instagram post was April 2016 and their Facebook page had 1 video uploaded over the last 9 months. The rest of the page was mostly filled with BS posts; old quotes, recipe images blah blah!!
Fitness marketing is really turned into Digital/Social Marketing. Of course there is still room for corporate and relationship marketing (often called outbound or outreach marketing).

Digital Marketing 101

Have a professionally branded landing page with a great offer and draw traffic to it with Facebook ads (or boosted posts). You can also draw traffic to that page via your prospect email list. It’s not that complicated!! Mix your offers up and keep track of your numbers, e.g. leads.

Social Media Marketing 101

Post great quality content on Facebook and Instagram (both written and also your images and videos). The key here is consistency. Boost your posts because you get virtually no organic reach these days.

Follow: organic jab (post)…organic jab….organic jab….then an organic jab with a soft sell, e.g. a free trial or a small paid trial, e.g. $28 for 28-Days. Throw in your occasional right hook (sales based post) and boost it.

People follow people on Social Media so don’t post rubbish because then your end result will be rubbish.

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