Let me start by painting a picture. You run a beautiful Facebook ad campaign with a great offer to folks in your area and you’re getting a ton of engagement! Your special offer really resonates with people and you’re getting all kinds of leads that have expressed interest in exactly what you sell – whether it be barre, cycling, kickboxing, etc.
This is a pretty great scenario, right?
(If this seems like a fantasy to you, I heard these Loud Rumor folks know exactly how to help with their Fit FLAVER program…) 😉
So if you and your staff are really on the ball and getting these new leads scheduled for their free sessions (I’m talking 86% booking rate), then you’ve got a great opportunity to grow your business here.
But the big question is: How many of those people convert to long term members at your studio?
I’ve been around the fitness industry for a while now and I’ve seen studio owners collect hundreds of leads each month thanks to proven special offers and free class trials. They’ll convert a few of them into dedicated members, and then let everyone else fall through the cracks. Pretty crazy considering the vast majority of these leads have done 3 things:
- Expressed interest in what you offer (Great training, looking great naked, etc)
- Committed by taking time out of their busy lives to show up to your class / training session
- Experienced exactly what you had to offer (A great fitness experience)
And then they just disappear into the ether… But I get it… You. Are. Busy. That’s why automation is an amazing strategy that allows studios to maintain relationships and nurture those leads in their sleep – this is really great considering how long it can take until someone decides to buy:
Without a follow up process, you don’t have time to track down every single person who came in during that free “bring your friends & family” weekend class, get on the phone with them, and sell them on the incredible value you provide.
But thankfully we live in the future. Like literally, I’m pretty sure Marty McFly has never been here so we’re pretty advanced.
This means there’s a ton of great tools out there to help you automate your follow-up, nurture all of these very warm leads, and convince them to come back, take charge of their lives, and, hopefully, open their wallets and invest in you for the privilege! 🙂 I’m about to show you how I did this with a super simple automated email that increased my engagement with leads 10-15%.
Automated Follow Up FTW
When someone signs up for your special offer or even walks in and fills out your waiver, you should always collect this person’s name and email address. This means you’ve got everything you need to send them an engaging sequence of emails designed to help them understand your studio and what you offer while also establishing your credibility and expertise.
And that is super important because we, as modern humans, really don’t like buying stuff we don’t understand from people we don’t like or trust, right?
The cool thing is you can build a pretty rock solid relationship with people via email using simple email automation tools if you do it right. Let’s take a look at a personal example I use in my online strength & conditioning business.
When someone signs up for my email list via a number of forms/boxes on my website, they immediately receive an email from me (automated) that’s sole purpose is to increase their engagement and begin a relationship. Here’s what they receive:
As you can see, there’s nothing fancy going on here. I’m simply letting them know what they can expect from me and ask a simple but powerful question: “What are you currently struggling with?” Those 6 simple words have done wonders for my relationship with my subscribers (and my business is 100% online).
I’ve gotten so many great responses (10-15% of my subscribers reply to that automated email) that it’s not only shaped my business model and the programs I offer but how I “talk” to my list, leading to even better engagement .
On top of that, I’ve got a 40% average open rates (which is quite a bit higher than average) and even better sales! Win!
So just by asking that simple question and promising to provide them with real value (which you should always do), it led to some pretty awesome responses and additional sales opportunities that otherwise might have fallen through the cracks:
So how could this work for you?
Let’s break it down…
- Someone gives you their contact info when they opt in to your offer
- Their info is automatically entered into your email marketing system (MailChimp & ConvertKit are two of my favorites to get started with). If you don’t know how to do this, the guys at Loud Rumor build it all for you when you enter their Fit FLAVER program.
- You trigger an automated email sequence (super easy to do with those service listed above) that sends them email(s) to build trust and credibility while providing that prospective member with as much value as possible.
Pretty simple, eh?
In fact, I bet you could take that same script I have above, swap out your business for mine (and maybe tweak some other details), and be up and running in 15 minutes from start to finish. Which means you have a great tool automatically following up with your prospects creating the trust that will net you a bunch of long term members. Then when you get really good at your email drip, your sequence might even look a little something like this with timers, notes, tags, and more:
This small investment in time could lead to HUGE returns down the road in gained revenue from people who would have otherwise fallen through the cracks. Because remember, it takes those 6 – 8 touches of contact before someone usually invests. So just because someone decides they want your free week offer and they book their first session, you want them to become a member. And that’s what’s awesome about my friends at Loud Rumor – they build your email list for you and capture all those leads so that you can continuously reach out to them and create an automated process to make those addition 3 – 4 touches (they make the first 3 for you, pretty sweet).
This simple 1-step follow up email could seriously propel you past your competition, build trust and credibility in your community, and help grow your fitness studio! If you’ve had success with this automated process, fill me in with the comments below – I’d love to hear about it.
PJ Newton is one part strength coach & one part digital marketer but is ultimately in the business of helping people improve their lives. Whether is by growing their business or growing their biceps PJ helps by providing the coaching, guidance, and execution people need to reach their goals. You can learn more about him on Strategic Athlete or through his consulting business Resonant Effect Labs (http://resonanteffectlabs.com/)