If you’re familiar with the work we’ve been doing lately, you’ve probably noticed that our Fit FLAVER program gets fitness studios a ton of new leads. And Facebook advertising has been a huge part of this program. But just because you get 200+ Facebook leads a month doesn’t necessarily mean you get 200+ new members for your studio. As the owner of the studio, it’s important to make sure those leads transition into loyal, committed members who pay for your services. Those Facebook leads need to be closed.
That being said, there are a few tricks to get in touch with those people and get them to come in to your fitness studio — at up to an 86% book rate.
1 – Offer a great deal
With Facebook, your fitness studio’s ads show up when your prospects aren’t actively searching for your service. To get them to stop scrolling through their feed and actually click on your ad, the offer has to be really awesome.
We’ve noticed that fitness studios that offer 1-2 free weeks of classes tend to get fantastic results. People get to experience your studio and awesome staff before they commit to a membership. Here’s an example of what that offer looks like on Facebook:
That being said, some fitness studio owners are hesitant to use discounts because of the concern that it might devalue their services. But to a consumer who’s never heard of a certain barre, kickboxing, or yoga studio … it’s important to stand out from a competing studio down the street.
So give them a really compelling offer to get them through the door.Then wow their socks off during their first class. Nail the experience during the free week, and then implement a sales process to make sure they come back for more.
2 – Respond to Facebook Leads Quickly
Time is of the essence when it comes to Facebook leads. When someone fills out a form to redeem the offer they originally click from your Facebook ad, they expect a response right away. 90% of Facebook’s 1.59 billion monthly users view the site from a mobile device at least part of the time, while 47% only login from mobile.
So most of your leads are going to come from people using a smartphone to sign up. If you call within 5-10 minutes, their phone will probably still be in their hand. But once 30 minutes or more go by and they put their phone back in their pocket, it’s very difficult to get ahold of them … not to mention that most people ignore calls from numbers they don’t recognize.
In order to follow up with Facebook leads and set yourself up for success, don’t be afraid to be a little aggressive. Those leads should become a priority, especially since Facebook ads generate 10 times as many form submissions as phone calls. So you need a staff that is capable of following up with every lead right away (within 5-10 minutes).
Part of being more aggressive in your follow up is calling them 5-8 times before giving up. 80% of sales are made between the 5th and 8th touch, so if you call once or twice and expect that person to get back to you, it’s not going to happen.
You’re going to be most successful when you catch them at the right time, and it may take a few attempts at contact before you find that perfect time. Of the fitness studios we currently work with, the ones who call multiple times close a ton more of their Facebook leads than the ones who call just once or twice.
3 – Automate Your Responses
Your follow-up process should also include more than phone calls alone. Remember that this is a Facebook offer that someone took the time to redeem and provide their name, phone number, and email. So keep in mind that they want you to reach out to them. But considering we’re all human and incredibly busy, that’s where automation is a life saver.
An automated email system like InfusionSoft (which we use in every Fit FLAVER campaign) or MailChimp allows you to build multiple email lists so you can tag customers and segment them based on their interest, their stage in your sales process, etc.
When someone fills out a form to claim your fitness studio’s free offer, their name and contact info is filed under the promotion they chose to claim. We usually encourage our Fit FLAVER customers to run multiple offers on Facebook at once to test which does better (like 1 free week of barre vs. 1 free week of yoga). A CRM like Infusionsoft has the extra benefit of letting you tag leads based on the offer they choose to redeem, so you can keep your customers segmented and your emails relevant to what they’re interested in. Here’s how it might look:
So if someone claims a free week of yoga, they’ll be tagged as a yoga customer and entered into an email campaign that reminds them to come in for their first yoga class. Then someone who signs up for a week of barre will be entered into their own barre-centric campaign.
4 – Use Retargeting to your advantage
Place Facebook retargeting pixels on any landing page that leads see. This allows you to continuously market to people who click your Facebook ad for the 1 free week, arrive on your landing page, but don’t fill out the form with their contact info to redeem the week right away. Instead (because of the retargeting pixel), once they leave the landing page they’ll automatically see your Facebook ad for the free week – reworded a little differently (which we’ll get to) – in their newsfeed over and over again. This helps recapture people who were once interested in your studio but didn’t actually convert right then and there.
You know these people are interested because they clicked your Facebook ad in the first place. Now it’s about building enough trust for them to sign up. That’s where retargeting comes in.
Your Facebook retargeting ads should look similar to your original ad so they build brand recognition, but change the text up a bit. So instead of saying, “Hey ladies in Scottsdale … ,” you might put, “Are you still interested in … ?”
This reminds them that they were once interested in your killer offer, and helps pull them back onto your beautifully branded landing page to sign up. You can even give them a little nudge with phrases that add urgency like “About to expire,” “Ending soon,” and “Call now.”
If you do all of these things, you set yourself up for success to close more and more Facebook leads. And if you want eevn more tips for closing your fitness leads, download our free checklist.
Mike Arce is the CEO and founder of Loud Rumor, a lead generation company for fitness studios and independent gyms that supports their customers with sales training and techniques to grow and scale.
Mike has spoken for companies like Infusionsoft, the Better Business Bureau, ASBA, and Local First – all on the topic of Local Business Internet Marketing. He has a passion for local businesses and helping them grow. You can get fresh, updated tips from Mike here.