Lead generation is what every local business thrives on. And when we say leads, we don’t mean likes, clicks, or shares. We mean actual form submissions, phone calls, texts, etc. from people opting in to something! So when leads are a little slow… so is the business. But when it’s reversed and a company gets 31 leads in 24 hours – more than 7X what they’re used to – you know something good is happening.
And that’s exactly what we did for one of our clients, a local fitness studio.
We used our Fit FLAVER program to get a ton of leads in one day (in 6 days it went up to 89 unique leads!). But since this process is our secret sauce, we’ll reveal as much as we can without giving away all the ingredients.
Here’s a breakdown of what the customer sees as they go through the Fit FLAVER campaign (which stands for Facebook, Landing page, Automation, Video, Email, Retargeting):
Facebook ad with our client’s offer > Click the ad > Taken to a landing page > They redeem > Taken to a thank you page > Sent an automatic confirmation email > Retargeted to on Facebook.
Now let’s dive in!
Our client wanted to offer new kickboxing students 1 free week of classes or an unlimited month for $34. Pretty awesome.
We ran these offers through a marketing campaign for both of their locations – Tempe and Scottsdale. In the 6 days total, they got 55 leads to their Tempe location and 34 to their Scottsdale location – which puts us at the 89 unique leads mentioned earlier. Let’s break down this process.
1 – Facebook campaign
So our client had a 2 awesome offers that we wanted to get seen by more of the right people. Our Facebook ads manager built a couple beautiful campaigns for the kickboxing studio highlighting each offer separately for both their Tempe and Scottsdale location. Here’s a peek of the images for the ad:
One reason this campaign did so well was because the targeting was super niche:
- Location – specific mile radius around Scottsdale
- Age of our client’s target audience
- Gender specific
- Interests such as physical fitness, nutrition, etc.
- And more!
2 – Video
In our office we have a wall that’s painted our brand color (bright green) that also conveniently doubles as a green screen for video shooting. So we used this for our fitness client to shoot their video for the offer campaign.
The video was designed to provide users with an in-depth greeting and description of the offer from the co-owner of the kickboxing studio. Our Creative Director wrote the script, we provided all of the lights/ camera/ etc., and our videographer filmed and edited the material. This video was then used on the landing page that the customer was taken to once they clicked on the Facebook ad itself.
3 – Landing page
As mentioned, the video was placed on the landing page. We build a simple form to fill out to redeem the offer. Then once our local fitness studio’s visitor did that, we took them to a thank you page that had yet another bonus offer of 1 additional week free.
Once the initial free week or $34 unlimited month offer was filled out by the customer, they were entered into our CRM where a tag was applied to them based on the offer they opted in to. This triggered a drip email campaign which leads us to…
4 – Email
The leads received a confirmation email right away that included the coupon, a reminder about the additional bonus offer (free week), and a link to a video on how to sign up for classes through our client’s studio.
The header of email read as “Your $34 Unlimited Month Coupon is Here [NAME]!” Once the customer opened their email, they saw our client’s logo followed by this:
So in this email we included the (1) customer’s personal name (2) the initial coupon offer (3) an awesome how-to video (4) the bonus offer and (5) an addition CTA to text in! Whew.
But of course it didn’t stop there – they received an additional email from the drip campaign to make sure the leads actually turned into customers.
5 – Retargeting
So once someone clicked our client’s Facebook ad and either opted into the offer or decided it wasn’t what they wanted… we wanted to be sure that it didn’t end there. That’s why we used retargeting so that our client’s ads followed their leads on Facebook and 2 other outlets.
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.