After working with hundreds of fitness studios and wellness businesses around the world, we’ve realized that the top-performing businesses out there do some things a little bit differently from the rest of the crowd. Here are some of the strategies they’ve implemented that you can use in your own fitness business.
1. They run Facebook ads 24/7
One of the biggest differences between the top fitness and wellness businesses and the rest of the industry is that these studios run Facebook ads around the clock … yes, even when they’re sleeping.
A lot of people don’t like to do this because they’ve been told to only run Facebook ads during business hours or maybe just an hour or two before opening and after closing. This way there will always be someone available to answer the phone when those new leads call.
But we’ve noticed that leads roll in at a much lower cost on nights and weekends because people are following that advice — fewer active campaigns means less competition to get in front of your potential new members. It’s also when people are most likely to be on social media as they unwind after work.
And because yours was likely one of the only fitness ads they saw that Tuesday night or Sunday morning, there’s also less competition to get them booked for a session and through your door. Follow up with them first thing in the morning and you’ll still be the only gym on their radar.
2. They automate their follow-up
Another thing top wellness businesses do that others in the industry don’t? They run Facebook ads to landing pages instead of their website.
That’s because most landing page builders (we use ClickFunnels and Leadpages) integrate with email automation tools like Infusionsoft, MailChimp, or Constant Contact. When a lead fills out the form on your landing page to grab one of your offers, your email software can immediately send them an email with the next steps.
This is important because if you follow Step 1 and run Facebook ads at all hours of the day, you’re going to be getting leads at all hours of the day, too — not just when you’re working.
But to those leads, it doesn’t really matter whether you’re working or not. What matters is that they feel appreciated and cared for.
According to a study by MIT, the way to do that is to respond with lightning speed. The study found that your chance of contacting someone decreases 900% if you wait longer than 5 minutes to follow up.
That’s pretty hard to do at 3 a.m., and that’s why automated email responses are such a game changer here.
Your goal is to contact as many of your leads as possible so you can schedule them for a session, get them in your doors, and let them see for themselves why your fitness or wellness business is so awesome. What better way than to have automated emails do the work for you?
3. They send text messages
The best-performing fitness businesses don’t stop at sending automated emails to follow up with leads. They take it one step further and add text messaging to the mix.
Texting is a much more personal way to communicate with your leads, and it grabs people’s attention in a way that email can’t anymore. In fact, text messages have a 98% open rate compared to email’s 22%.
That doesn’t mean don’t do email. It’s still most people’s primary way to communicate with the companies they do business with, and 20-30% is still a good open rate.
But since setting up automated text messages gives you even more chances to connect with those leads, it should definitely be on your marketing to-do list.
You can use tools like Twilio or Zipwhip to automate your text messages (we filmed an entire episode of The GSD Show about this), and you can even integrate your tools with Zapier streamline your process further.
Each of these steps helps make your marketing funnel even more effective, taking new leads through their customer journey without you needing to be awake to do it yourself. And when used together, they’ll help you stand out from the crowd not only in how many leads your ads generate, but also how quickly you’re able to get them into your studio.
Does your fitness or wellness business use any of these strategies? How have they worked for you? Let us know in the comments!
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.