Blog, Fitness Marketing, Landing Pages, Marketing, Video Advertising
4 Strategies for Your Fitness or Wellness Business to Be a Lead Generation Machine
After working with hundreds of fitness studios and wellness businesses around the world, we’ve figured out the best strategies to turn you into a lead generation machine. These are the same strategies that generated 221 leads in 30 days for a yoga studio, 80+ leads in 3 weeks for a cryo business, and 79 leads in 2 weeks for a barre studio.
If you want to fill your business with new, paying members, implement these strategies to bring in more leads.
Social media posts with video get way more engagement than posts with images or text, and video posts get 1200% more shares than text and images combined. This is huge.
On top of that, 51% of marketers say video is the type of content with the best ROI. To get the best results, post videos that are fun, engaging, and make your audience want to watch them.
For example, post videos of your workout classes to show people how exciting and effective they are. Or post a Facebook Live video where one of your trainers does a quick Q&A session, and encourage viewers to leave questions in the comments. Live videos appear higher in people’s news feeds, so more people see them and engage with them.
When you post videos, always upload them directly instead of linking to an external site like YouTube or Vimeo. They play automatically on the page, whereas YouTube videos require you to click on them. In one study, native videos got 1055.41% higher share rate.
With that said, use video when you run Facebook and Instagram ads as well. Marketers who use video grow revenue 49% faster than non-video users. You’re able to show a lot more in a video than with an image, so take advantage of that and show people just how awesome your business is.
2. Landing Pages
Many businesses make the mistake of running ads and taking people to their website. The problem with that is websites have a lot of other information and pages where people get distracted. With landing pages, people see your offer and all of the information they need on a single page with one call-to-action. This increases the chances of someone opting in to claim your offer.
The use of tools like ClickFunnels and Leadpages allows you to create great landing pages that convert without any prior web design skills. You’re able to create different landing pages for the offers you run, and you can see the conversion rate so that you know which one performs best.
When someone opts in to your landing page, they’re taken to a thank you page where you have the option to upsell them as well. An effective sales funnel will bring in a ton of new leads and generate more revenue for your business.
3. Custom Audiences
With custom audiences, you’re able to create different groups of people to run ads to. This is useful because you don’t want to run ads to everyone. To get the most out of your ad spend, run ads to people in your target demographic who are likely to convert.
One type of custom audience that’s very effective is your retargeting list. These are people who already showed some type of interest in your business by visiting either your landing page or website. If they clicked on your ad but didn’t convert the first time around, continue to run ads to them as they’ll be more likely to opt in later on.
You’ll need to install a pixel on your website and landing page to track people who view them. Check out Facebook’s instructions for that here.
Another option is to run ads to a lookalike list. To do this, upload your email list of current customers to Facebook. There are step-by-step instructions on how to do that here. People who are similar to your customers and likely to show interest in your studio are put in a lookalike list, which is a great way to get in front of new people in your target demographic.
The last strategy is to use automation to make your lead generation process easier. When technology does the work for you, your employees have more time to spend on other tasks in your business instead of manually doing all of the work.
When someone opts in to your landing page, send out automated text messages and emails to follow up with them and get them scheduled for their first fitness business or wellness appointment. With a solid email drip campaign in place, your leads will feel as if they are receiving personal emails. Here’s an example of what that looks like. We use Infusionsoft for this, but you can use any CRM that you’re comfortable with.
For text messages, we suggest Zipwhip. With this service, you’re able to send your members text messages about your class schedule, offers, events, and more. Text messages have an extremely high open rate, so this is a really effective way to reach both potential and existing members.
Besides using automation to follow up, use automated spreadsheets to track everything. It’s good to know exactly how and where your money is spent, so having spreadsheets to track your marketing efforts is useful.
These 4 strategies will help your business generate way more leads. To learn how to turn those leads into paying members, check out our free guide, “7 Ways to Close More of Your Fitness Leads.” What other strategies does your business use for lead generation? If you have any that have worked well for you, let us know about them in the comments below.