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How to Use Facebook Messenger Marketing for Campaigns

Facebook changes its focus to building relationships, so if you have the right strategy to make Facebook Messenger marketing work for you, then you will surely stand head and shoulders above other fitness businesses in the area.

In order to success in using Facebook Messenger, the platform cannot be approached from a traditional marketing perspective.  You should see yourself as a social engineer and return go back to the basics.

If you want people to click on your Facebook ads, first you have to figure our what they are currently struggling with and what they need to improve on.

Find ways to engage with your audience creatively.

Find out what’s important to them, drive to develop a relationship, not only engagement.

Follow the 3 Core Rules of Facebook Messenger Marketing below and you will find yourself doing just that.

 

Rule #1:  REMEMBER that Facebook Messenger is not email

Messenger is mean for sending personal messages, much like email, but don’t use it the same way that you would the latter.

When marketing your business, you don’t use email as a platform to build relationships with your client base, rather, you use it to reach out, get out information, and for sales.

Facebook Messenger is NOT for that.

When using Messenger for marketing you should focus on why people should choose your business.  Highlight points on how you can remove obstacles that get in the way of their progress.

Build relationships, and do not push your marketing.  Think of your audience as individual people, with unique problems, with unique goals.

 

Rule #2:  Listen…

The main goal of social media marketing is not meaningless interaction, it’s to get information.

To use Messenger effectively, you have to ask open-ended questions that will get your audience to interact and engage.  Ask them about their fears, their goals, their desires.  What is their #1 fitness goal?  Why do they want to get in shape?

This information may not be useful to the campaign that you are running now, but you can definitely use it for later.  This data can help you write up a compelling sales copy that you can sell to them in the future.

 

Rule #3:  NEVER use an engagement bait

Once your audience have engaged its very tempting to resort to a bait.

For example, you might have created a private message which goes:  Type YES and you will get one personal training session for FREE.  This is a classic example of an engagement bait and Facebook will automatically shut this down.

A good alternative to this CTA is changing the context of the conversation.  Think about what you potential clients are hoping to achieve and connect your conversation to that and make it relevant to what’s happening in their lives.

Another option is to ask them for their opinions.  Weighing in on someone’s insights will get them to engage more.

The secret is to open a conversation, draw them to you, and keep them engaged by asking relevant and meaningful questions.

If your questions are relevant, you will get feedback.  Do not bait them to respond and establish that you are genuinely interested in building a relationship with them.

 

NEED MORE PAYING MEMBERS IN YOUR GYM?

TELL US ABOUT YOUR BUSINESS HERE

 

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

3 Steps to Use Instagram Marketing to Generate Sales

Instagram is fast becoming a marketplace where consumers and businesses converge. For this reason, it is absolutely worthwhile to boost your fitness brand's Instagram presence and investing time in creating a marketing strategy around it to showcase your gym's services.

However, just getting content out there, does not quite do the trick.  It must be done right.

First you must learn how to optimize your account and make sure that you post ONLY compelling Instagram content, increase your exposure to get more conversions AND discover a few tools of the trade that will help you measure your success.

This is just a picture of what you need to do to make Instagram work for your fitness business’ marketing and get more sales.  But in a nutshell, there are 3 simple steps to follow that will make help you get more clients in the door only by using Instagram:

 

Step 1 : Get More Followers

Any effective strategy will be useless if you don’t have any Instagram followers, and that is why the first step to getting more clients through Instagram is to grow your Instagram following.

Instagram is an awesome strategy to get your business and your message in front of people that are like-minded at one blow.

The more followers you have, the more of your target audience you can reach each time you post valuable content.

So how do you grow your following?  There are 2 strategies to achieve just that.

  • Using an influencer to introduce your fitness business to the public - The fastest and most effective is to use to your advantage the reach of other Insta users who have a large following. Being recommended by one with authority and an influencer creates a great leverage because you are getting your name and message in front of your target audience all at once.  You can achieve this by paying them to share your content (paid shout out) or offering your service for free in exchange for a shout out.
  • User-generated marketing - Have your current client base do the work for you. One great way to increase your Instagram followers is to build social proof.  It is more likely for people to trust content that came from actual customers.  So, encourage your clients to check-in or mention your gym and post photos of them while working out.

 

Step 2:  Keep your Instagram Followers Engaged

Now that you have grown your following, its time to grab their attention and get these visitors to visit your website.

Use your BIO to stand outFirst impressions count.  Here a couple of things to keep in mind to make a killer bio.

  • Keep everything short and sweet.
  • Use a memorable URL to create a CTA
  • Showcase what you offer
  • Use some playful emoji that fits your content

Use lead offers to draw in people.  Offer free content that will entice potential clients to join your gym’s mailing list and through your sales funnel.  When using lead pages, remember that you are offering value first, so make sure that the free resource that you are offering is useful to your potential clients.

Ask your follower to tag a friend.  When it makes sense, take the opportunity to ask your follower to tag a friend.  You could include statements such as: “Tag a friend who needs this.”

Instagram Stories.  Using Insta Stories is a very powerful tool in adding the human touch to your business brand.  Followers will humanize you and not think of your business as a faceless one.  Use Stories to engage followers by creating polls or using the swipe-up feature.

 

Step 3:  Convert those Followers into Clients

There is a huge difference between content that gets a lot of likes and comments and one that actually converts.

Posts that generate more sales are those that triggers an emotional reaction from your potential clients.

You may offer the best service in your area, but if you don’t show that in a way that sparks interest and emotions, chances are, its not going to sell.

Using visually stunning designs and imagery are effective ways to elicit a positive response.  No matter what type of content you are posting, make sure that it is exciting, triggers a response, and makes your audience want to delve more into your service.

After following the 3 basic steps, how do you track your success?  This is an essential part of using Instagram for marketing so that you can figure out if what’s working and what’s not.  Here are some ways to monitor that:

  • Look for spikes in sales and traffic to your site and go back to Instagram posts during that period
  • You can use tracking links to measure which content are generating the most traffic

 

NEED MORE PAYING MEMBERS IN YOUR GYM?

TELL US ABOUT YOUR BUSINESS HERE

 

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

 

Crucial Marketing Stats That Gym Owners Should Know

Creating content and picking the perfect platform to get your material out there has quickly become a must for marketing your fitness business.  If you aren’t getting yourself in front of your target audience, well, this is the best time to do it.

Why you say?  The fist stat will explain that for you. 

Here are 15 important industry findings that will help you strategise your marketing:

On Adding Value

  1. Though content marketing costs more than outbound marketing, it has been proven to generate more leads.  Content marketing includes social media, blogs, emails, videos, etc.  This involves creating online material that will add value to your target audience’s life and spark their interest in your gym’s brand.

On the Significance of Content Marketing

  1. More than 60% of marketers who create AT LEAST one new content every day won't find it as challenging to get leads as those who create content inconsistently (eMarketer)
  2. The conversion rates are 6 times higher for those who adopt content marketing, than those who don’t (Aberdeeen)
  3. About 61% of consumers say that they will be more likely to purchase from businesses that provide custom content (Dragon Search)

On using email as a marketing tool

  1. Using email as a marketing tool has twice as much ROI than plain old cold calling (Close.io)
  2. Roughly 53% of emails will be opened on a mobile device, so it would be wise to make your emails mobile friendly (Campaign Monitor)
  3. Using subject lines bearing the recipient's name are more likely to be opened by 2.6% (Close.io)

On publishing blogs

  1. Contents for blogs are getting more lengthy and more visual.  On the average, a blog post has a length of about 1,050 words per topic. (Orbit Media Studios)
  2. Using longer blog posts will generate 9x more leads than shorter ones. (Curata)
  3. Businesses who actively post blogs receive 55% more site traffic than those who don’t publish regularly (HubSpot)

On Live Streaming

  1. People are willing to spend 3x more of their time watching live videos than viewing pre-recorded ones – Social Media Today
  2. Live videos are growing more than other types of online videos, with a marked increase of 113% in growth every year (Livestream)
  3. 10 times more Facebook users comment on live videos than regular ones. (The Motley Fool)

On Social Media Marketing

  1. Video ads with captions increases viewing time by 12% (Facebook)
  2. Using video posts have a 135% broader reach than using photo or plain text (Social Media Today)

While paid marketing still has its place in any successful fitness business marketing campaign, content marketing is still the cheapest--and now also the highest converting--marketing strategy. Strategies that add genuine value like emails, blogs, and live streaming with your target audience will not only qualify your leads, but ensure a consistent lead flow throughout the year.

Please leave a comment below and share which one of these tips you find most useful.

Thanks in advance!

 

Steve

Ps: Need a bit more Clarity or Support to help grow your fitness business?

Book a 10minute phone chat  HERE

When you feel overwhelmed as a Business Owner

As a gym owner myself, I know there are days and even months sometimes when you get frustrated and it’s easy to feel like all your effort and hard work isn’t getting you anywhere.

To make things worse, as a small business owner with staff and working in customer service, we also get member complaints and negative feedback which adds to the stress.

The reality is, it’s not easy. 

We need to work hard and consistently look for education and strategies that allow us to be smarter and more effective when ‘Marketing’ our service, ‘Selling’ our product and managing our ‘Teams’. The key is to just stick at it when everyone else quits and the secret to sticking it out, is remaining positive and above all protecting your head space 

Below are 8 practical strategies I use to handle stress and cope with overwhelm. 

The Richard Branson method 

This strategy is a head space. Richard Branson suggests to treat set-backs as a challenge and make it a game. Rather than feeling stressed or making it a negative energy, he sees challenges as roadblocks that would have stopped his competition and welcomes them as opportunities for his brands to get in front.

Meditation or Breathing

When you feel over whelmed. STOP. Take 10 deep breathes, super saturate your cells with oxygen and sit for 3 minutes without moving. Visualise your day and getting 3 important tasks done. What goes first, what goes next. This process sounds too simple to be effective, but more and more successful entrepreneurs practice daily breathing rituals.  

Chunking

Break each project task in smaller chunks and allocate time in your diary to get it done. Chunking allows you to feel progress and use 1-hour blocks of time on the top 3 most important tasks each day.

Be Proactive  

Planning key tasks like ‘lead generation’ and ‘recruitment’ before each quarter allows you to be strategic and calm to execute, rather than posting random Facebook ads last minute that rarely work or hiring when you are desperate.

Be the Rock

Showing a steady hand at the helm makes the team steady too and demonstrates how to behave. If you don't feel steady, you need to Fake it at first. 

Don’t worry about what u can’t control

Accept that staff will turnover and sometimes let u down, except that members will move out of area and competing gyms will open across the road, BUT stay positive and focus your energy on what YOU can influence.

Choose the company you keep

Surround yourself with a great network of other hard working and innovative business owners. This allows you to keep things in perspective and problem solve daily challenges as they arise.

Create 1 line of defense

This is between you, your staff and your members. i.e. Positioning a senior trainer or manager to handle member complaints, billing issues and staff questions will help you focus on the ‘big picture’ business metrics like lead generation, sales conversion, retention and recruitment and ultimately help provide longevity in the industry.

Please leave a comment below and share which one of these tips you find most useful.

Thanks in advance!

 

Steve 

Ps: Need a bit more Clarity or Support to help grow your fitness business?

Book a 10minute phone chat  HERE

5 Ways to Grow Your Instagram Followers Fast

The Instagram game has changed and its harder to get followers in this platform. Are you wondering how to get more Insta followers for your gym? Don’t worry, its not just you who is seeing less and less audience reach, everyone is.

If you want to get your fair share of Instagram followers, you need to create a fresh perspective and strategy. Here are 5 tips to help you conquer the constant change in the Instagram algorithm and get your gym more Insta followers:

1. Complete your Instagram profile and invest on its aesthetics
Pay attention to what your Instagram feed looks like. Your Instagram business profile is your first opportunity to make a great impression and entice your target audience to hit the “follow” button.

Imagine going through different photos in your explore feed when you browse using your favorite hashtag. Once you see something interesting, you move over to their feed and you wonder what they do? But if they see just a bunch of emojis in your bio, and the feed is all over the place, would you follow that person? Probably not.

How do we change this? Make sure to create a consistent brand story throughout your profile and you will turn your casual visitors into engaged followers. Your profile is a reflection of your brand and if you do it right, it will not be hard to convert.

Take note as well that your Instagram profile is now becoming your new homepage since more and more people are using Instagram instead of other platforms such as Facebook or Google. This means that you have to put in more effort into the visuals you put out for your gym in Instagram.

To create a great first impression, remember:

  • Your Insta feed should be consistent and followers should know exactly what to expect when they follow you.
  • Use Instagram Stories Highlights to introduce your brand and treat it like a movie trailer for your gym product or service. Use this to put your best content out there!
  • Have an eye-catching bio, focus on your target customer and highlight how your Instagram profile can help them.
  • If you want to go a step further, create an ABOUT section in your highlights and introduce yourself. This will allow followers to get to know you and your business better and know what to expect from your feed.

2. Get more exposure by using your Instagram Stories
You may not know this, but Instagram stories appear in the explore feed which means that people who are not following your feed also get a chance to see your posts, and if they like what they see, they might just follow you!

To make your story appear as a public Instagram story, make sure to add a relevant hashtag and add your location. Its easy, just click the hashtag and location sticker and add it in!

3. Get more followers by using the right hashtags for your posts
Think of hashtags as categories and classify your products accordingly. Also, choose hashtags with a purpose. Come up with hashtags for the purpose of your account, your target market, and your location. Then, you can also add specific hashtags like your gym name, or something unique only to you.

4. Get your gym featured outside Instagram
Spend time to promote your Instagram account in other platforms. When people see your brand online, they usually would look you up on Instagram even before they search for you in Google. Getting your business featured in someone else’s blog or podcast, for example, are awesome ways to get more followers. Always take advantage of this opportunity to plug your Instagram account and offer your link.

When you have a regular newsletter that goes out to your target audience, find creative ways to start linking your Instagram account.

5. Boost to a new audience
Although Insta ads are not as popular as Facebook ads, its not a bad idea to invest in boosting your Instagram posts by running your own ad campaign. Boosting a post in Instagram is not as difficult as putting out a Facebook ad and setting up a business manager. All you need to do is go into your post and click on PROMOTE. Instagram will pull in a similar audience to those who follow you and share that post to them and will appear as a “sponsored” post with a call-to-action button

The Instagram algorithm continues to make an impact and its important to be more and more strategic in order to get more followers. Hopefully, these tricks can help your gym stay ahead of the competition

Need help generating MORE QUALITY LEADS for your fitness studio - Click HERE

 

ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

HOW TO MAKE RAVING FANS OF YOUR GYM STAFF

As gym owners, you know that it is always a good idea to turn your customers into "raving fans". But while many gym owners and managers focus time and energy on improving customer satisfaction, sales strategies, advertising, and promotion, it is easy to overlook the fact that without a passionate staff, all of your other efforts might be in vain.

Turning your gym staff into raving fans is one of the most rewarding aspects of owning a fitness business. Not only will your staff be loyal and dedicated to you and your company, they will also treat your members with care and concern. No amount of advertising would be able to replace the connection that your staff will have with your members. This is simply the natural progression of things when staff are happy about where they work.

How do you turn your staff into raving fans?

It’s not that difficult to do, but it may require you to change the conventional way you look at the employer-employee relationship. Gone are the days when people listened to their superiors without question or follow instructions just because they were told to. If you're the type of manager who feels superior to your staff, this article may not be for you. But, like getting your feet into those stationary bike shoes, it could be awkward at first, but soon you'll soon be operating on nothing else but good old teamwork.

 

1. Give your staff a reason to celebrate

Pick one aspect of your business that you want to highlight, and focus on excelling in that area. No matter what it is, try to always involve your staff in the planning and strategies used to achieve your vision. Hire trainers and let them know that you did so because they are the best, and that they will be a good fit for your studio. This will make them proud, and this pride will be shared by your customers, who will be proud to recommend your business to their friends.

 

2. Give regular feedback and rewards top performers

Forget about the once-a-year-thank-you-dinner, make an effort to support your employees all year long. Take the time to find out what each of your team enjoy by getting to know them better. Remember, it's the little things that count -- bring a coffee to a staff who’s too busy to leave reception, or hand a protein bar to the trainer who’s booked for five hours in a row without a break.

 

3. Have fun together

Find a hiking trail, take them indoor rock climbing, to go karts on a tough mudder or a yoga retreat. Doing fun physical activities with your staff encourages team building and not just competition. Outside of that, you can arrange for all of you to hang out over dinner or coffee or a few drinks, because that’s where the real bonding takes place. Remember the TEAM that plays together: stays together.

 

4. Take the ‘meeting’ out of staff meetings.

Just the word “meeting” could cause people to switch their brain off. Make your staff meetings short, fun, educational and about them. Your team will be excited to show up if they are going to learn something new, be supported in their opinions, and feel that they are contributing to a successful business. Ask them about what they want to learn, and bring in guest speakers who will interest your team.

5. Not everything is about fitness.

If you are only about one thing – sweating and lifting weights – it can be tiresome to the average gym member who isn’t so motivated to workout. Encourage your gym staff to expand their knowledge base outside of exercise and the fad diets. It may take additional effort, research, and planning, but the end result is generating more member interest and a better informed staff along the way.

 

 

 

Need some help setting up your online marketing strategy?

TELL US ABOUT YOUR BUSINESS HERE

 

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

 

Transform Your Gym into a Lead Generation Machine

It's always a challenge for fitness businesses to get new leads and to keep them coming.  So I’ve put together 4 of what I found to be the most effective strategies that you can apply today to help sustain your lead generation and to continuously bring in more clients.

Queue up your Videos

Using videos when posting on social media gets way more engagement then images or texts alone.  In fact, videos get 1200% more shares than using then images or text COMBINED!

Post fun and engaging videos your audience will want to watch more of. Videos allow you to articulate more about your business: Eg. Group Classes, Facebook Live with a trainer, or a quick Q&A session. This type of content encourages your viewers to leave questions in the comments that you can address in real time.

Also, remember that posting native videos are always better than directing your viewers to an external site such as Vimeo or YouTube. Native videos play automatically on the page and your viewers won’t have to click them.

Fire up your Landing Pages

Most gyms run ads and take people directly to their website when they click. Unfortunately, your 10+ website pages only act as a distraction to a potential lead.  Landing pages increase opt-in and conversion when prospects see your offer and ALL the information they came for in one spot— AND nothing else.

Tools such as ClickFunnels and Leadpages will help you convert more leads for your gym even if you don’t have any experience in web design. They allow you to create separate landing pages for each offer that you run, and gives you information on the conversion rate so you split test which one works best.

Create Custom Audiences

Have you ever heard of custom audiences in Facebook? These lists allow you to segregate your audience into groups and send targeted marketing to each of them. Cool huh! These are usually the people who have already showed some interest in your business by either visiting your website or your landing pages. Creating custom audiences for your gym helps get your ad in front of the right people and maximises your ad spend.

Automate, automate, automate

Automation makes lead generation faster and allows you and your team to have more time to accomplish other tasks.

For example, if someone opts in to your landing page, you can send out an automated SMS and email to follow up with them and have them schedule their first free personal training session. Once you have a solid drip campaign in place, your leads will have the impression that they are receiving personal emails.

 

 

Need some help setting up your online marketing strategy?

TELL US ABOUT YOUR BUSINESS HERE

 

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is  the first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a Buyers Group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

Build Credibility For Your Gym With Video Testimonials

I’m not sure about you, but when I get introduced to a new product or service, I head straight for the testimonials page. Reading about how other people who have already actually tried it out makes me feel like I am making a more informed choice and not just deciding impulsively. Like me, studies have shown that 82% of adults read online reviews before they decide to purchase a new item online.

So whether you may realise it or not, there are definitely people out there who are looking up information and reviews about your fitness studio and deciding whether they should invest in you or one of your competitors. Some of them are looking to see social proof from your members, they want to know what other people have to say about your service, and are watching to see what you are capable of.

The power of a video testimonial for your gym website and social media is huge!

WHY VIDEO TESTIMONIALS?

Nowadays, people can leave a fast review on your Facebook or Google page, but getting them to write about their positive experience isnt easy, in fact, people are 52% more likely to share a bad customer experience on online review site.

With video testimonials, you get to have a little more control over what comes up on your review sites. Recording and posting videos of your members talking about the results you’ve helped them get, gives a more positive impression on your audience about your gym. When recording video testimonials for your gym, be sure to ask specific questions that people might not think to touch on in a written online review.

KNOW WHEN TO ASK

A great time to ask one of your members for a testimonial is when they achieve any kind of goal. They feel proud of their accomplishments and would be happy to share their feedback.

During your weigh-ins or measurement days, be on the lookout for someone who reaches their goal or makes a significant milestone, and ask them right then and there if they’ll share their experience. Let them know how proud you are of them and that it’ll only take 2 minutes for them to share this win with the other people. No big production necessary, you can simply film it with your phone!

On top of that, train your staff to keep an eye out for people who come to classes consistently, work hard, and have improved since they first started. Grab them after class and ask if you can film a quick testimonial. This is such a great idea because people are usually hyped up after a workout, they’re positive, and they also just released a lot of stress … so they won’t be as nervous when you film them.

This is also true for any challenges or events that you have. Ask your top performers to record a video testimonial after the challenge ends, and they’ll likely be excited to share their results!

Alternatively, if a member feels a little uncomfortable doing a testimonial at the studio where other people are around, you can find an empty room or office to get some privacy.

Give members an incentive for providing video testimonials like a free guest pass or access to a specific class or event.

FILMING AND EDITING TOOLS

Filming and editing your testimonials doesn’t have to be complicated. Even if you’ve had zero production experience, you can create videos with your phone. Most smartphones shoot HD video at a 1080p quality or better, so you don’t need to invest in expensive, studio-type equipment to do this.

For those who are new to editing, iMovie for Macs or Movie Maker for Windows are programs that are easy to learn and navigate. Your computer most likely already has one of these installed, and there’s a lot of tutorials online that can help you get started. If you want to use something more advanced, Adobe Premiere or Final Cut Pro are good choices. Another program is Camtasia, which works on any operating system because it’s browser-based.

If you are a Gym Hub member simply access the Gym Hub support team to have all your video editing work done.

KNOW WHAT TO ASK

Cannot stress enough how you must be prepared for the testimonial with a list of questions you want to ask. Keep the mood light and friendly and let your member know beforehand that it’s okay to mess up, and make sure that they feel comfortable. If their response to a question is vague or not exactly what you were looking for, don’t be afraid to ask the question again in a different way or ask a follow up question.

Here are my 5 questions to ask:

  1. How long have you been a member of the gym now and what type of training do you do?
  2. What results have you achieved so far?
  3. What was it about our gym that appealed to you most at the start?
  4. What is different about our gym vs other you have been to?
  5. What would you say to someone out there who is considering a trial at the studio but a little bit hesitant?

KEEP IT COMFORTABLE

If your member is camera shy or a little nervous in front of the camera, the best thing you can do is make sure they have fun. A great way for them to feel comfortable and trust you with their story is to make them laugh. Crack a joke before you start filming and help them relax. This experience helps you connect with your members even more.

Remember, the more that you post new video testimonials on your website and social media pages, the more new members with similar challenges and goals you’ll attract. Video testimonials are a free and effective marketing tactic to grow your gym, and I can’t wait to hear how they help your business.

 

NEED MORE PAYING MEMBERS IN YOUR GYM?

TELL US ABOUT YOUR BUSINESS HERE

 

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

Creating Relevant Social Content for Your Gym

Social media has evolved over the years to become a giant element for most marketing plans. But if you continue to struggle to get a handle on your social media presence, don't go into a meltdown, it's not just you. Everyone, including big brands have a tough time sometimes getting this right. And that's because it can be a challenge to effectively focus your efforts and get your content in front of the right people.

And that's where the disconnect lies --to achieve any sort of success with your social content so that it helps your fitness business, you have to start by properly identifying your audience.

Here's what you can do

TARGET, TARGET, TARGET

No, I don't need you to go shopping right now. I need you to really focus and think about who you want to reach with your social media posts. While it’s tempting to want to reach everyone in a single swipe, it's that kind of mindset that typically leads to fails social campaigns because the most effective way to create social content that will actually resonate with your target market is by building buyer avatars. Who do you want to talk to? Knowing what your potential members like will allow you to tailor your content specifically for them. 

Properly segmenting your audience through personas can also help you to determine which social media channels you should be using to reach a particular group of people, and which messages will inspire people to come to your gym.

HELP PROBLEM SOLVE IN YOUR FUNNEL?

Social media is often considered a “top-of-the-funnel” marketing channel that is super effective in building brand awareness and trust.

If you get it right, it can help you reach people that are further down the funnel and even drive sales. So, once you’ve crafted your member image, acknowledge the main ‘pain points’ and ‘challenge’ that make getting a good result hard for them and outline a solution. This is where your blogs and other material come in. Make them engaging so that you can move your potential members closer to decision. 

CUSTOMISE YOUR URLS AND TRACK THEM

One of the easiest ways to track the effectiveness of your content is through custom URLs that allows you to track campaign sources, traffic medium and more. This is awesome for segmenting traffic to determine which messages resonates on certain channels.

CONVERSIONS OVER CONVERSATIONS

If you know where your traffic comes from, the next step is to set concrete goals for your efforts. Without clear targets, it’s easy to lose sight of what contents are actually connecting with your audience.

It’s still important to initiate and track social conversations. But you don't just talk the talk, your primary goal should be to drive traffic to your website for killer business. Trackable conversions can include everything from contact form submissions and phone number clicks to video demos and online transactions.  When done right, creating social content has the power to attract new audiences, inspire existing fans and drive revenue for your fitness business. And that’s exactly what you should be doing.

 

 

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ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.

What are people looking for in a Fitness Studio

As a gym owner, you know how important it is to get new members each month. But what you may not know is what your potential members are  looking for  for when they come and visit your studio for the first time.

But the stats do. Here are 8 statistics that tell you what people actually want in a fitness studio:

1. 95% OF FITNESS STUDIO MEMBERS COME BACK BECAUSE OF THEIR  INSTRUCTORS

It's important to get the right people in your team, especially if they're going to be representing your brand in an important position like a group fitness instructor. Good instructors must not only give good classes … they set the tone for your members’ entire gym experience. As the frontliners, they should be able to motivate your members  and get them to work harder for their fitness goals so they keep returning to class week after week.

When interviewing, here are some things to keep in mind:

  1. Set expectations right away. Let them know what’s expected of them by going over what your gym culture is, the expected hours, your level of customer service, etc. need to Knowing these things early in will likely help them succeed at your location.
  2. Get down and dirty. Ask the hard questions -- when’s a time they missed a deadline or got fired? Why did it happen? Did they learn anything from it?
  3. Administer a personality test. This gives you more insight into their how they are going to be in the workplace, if they fit in with the rest of the team, how their work ethic is, and even how they prefer to be led and talked with.

2. 50% OF MEMBERS STAY AT THEIR CURRENT GYM BECAUSE IT WAS CONVENIENT TO GET TO.

Convenience is a big factor that determines whether or not people will return to your gym after their first visit. Remember, your members want something that fits easily into their routine.

Here are some ways you can make your studio more convenient:

  • Offer more class times, and make sure you are covering the hours when people are getting off work, early in the morning, or maybe catching a quick workout during lunch hour.
  • Offer child care or “mommy and me” classes
  • Incorporate a snack or smoothie bar your members can visit after workouts
  • Use a reliable scheduling software so that members can book classes from their smartphones

3. 46% OF FORMER MEMBERS CANCEL BECAUSE OF EXPENSES.

Let’s pause here for a minute.

Pricing is a tricky subject for a lot of fitness studios. When your members say the “membership is too expensive, they really mean they are not getting enough value from it.

Take a look at everything your gym has to offer. Do your members typically leave right after a workout, or do they hang around for a bit after class and chat? Do your instructors take the time to engage with each one of their students, or are they leaving some of them out? What is your gym culture? Does it match what you think it should be?

4. 60% OF MEMBERS WITH LAPSED MEMBERSHIPS WOULD CONSIDER REJOINING.

According to a Nielsen survey from 2013, 60% of fitness studio members who let their memberships lapse would consider rejoining. So your lapsed or canceled members provide a huge opportunity for growing your membership.

A simple way to stay on their radar is to add that member’s email address to a mailing list specifically for canceled members. Send this newsletter out less frequently than your main one, like once every other month or quarterly, and make sure you include:

  • Offers or promotions that you are running
  • Gym Highlights since the last newsletter
  • Sneak peeks at upcoming events or challenges
  • Features about your top performing members (challenge winners, most visits, etc.)

And if you offer an incentive for previous members interested in rejoining, this is the perfect place to mention it.

5. MORE THAN 40% OF FITNESS STUDIOS NOW OFFER GROUP FITNESS CLASSES LIKE YOGA, BARRE, OR KICKBOXING.

Currently, 36% of all people who go to gyms do some type of fitness class, and that number just keeps growing! Capitalise on that by offering group classes! If your fitness studio falls into this 40%, then you’re already on the right track. But simply offering group fitness classes isn’t enough … find a way to stand out from the crowd. Here are a few suggestions:

  • Build an awesome playlist
  • Increase the competition (and turn class into a game) with heart rate monitors
  • Survey your paying members and ask what other classes they’d like incorporated into your studio
  • Offer amenities that provide an experience, like cool lavender towels after yoga, a snack bar after TRX or bootcamp, and so on

6. APPROXIMATELY 44% OF GYM-GOERS EXERCISE WITH AT LEAST 1 OTHER PERSON.

Having a gym buddy doesn’t just keep your members motivated during their workout, but it may even bring them back to your studio for longer. According to a 2011 study, couples who worked out together had a 6.3% dropout rate over the course of a year, compared to a whopping 43% dropout rate among couples who worked out separately.

This opens up an awesome opportunity for a membership referral program that includes incentives for both the current member and the lead they refer. This also makes your job of recruiting new members that much easier.

7. WOMEN MAKE UP 52% OF FITNESS CLUB MEMBERS AND 62% (OR MORE) OF GROUP FITNESS PARTICIPANTS.

It’s super important to know who your studio’s audience is. Studies show that fitness members are overwhelmingly women, especially when it comes to group fitness. Women are also more likely to purchase offers from Facebook, which comes in handy when you start advertising online.

So be sure that your brand appeals to your biggest audience. This means that your advertising imagery and wording must be geared toward the kind of members you want to attract.

8. 81% OF MILLENNIALS EXERCISE (OR WOULD LIKE TO), COMPARED TO 61% OF BABY BOOMERS.

If you struggle to attract enough members, you might not be in front of the right demographic. Studies show that millennials, or those aged 18-34, have a stronger desire to work out than people between 51 and 69.

 

So now that you’ve seen the numbers, and a better idea of what people want in a fitness studio. Let me know which you plan to incorporate and what else has worked for you!

 


ABOUT STEVE GRANT

Steve Grant is an expert in business coaching for gym owners with 18 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.  

 Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.