Why and how should you use it in your fitness business!
With so many platforms and different options on how we can communicate with our prospects particularly new leads, how do we know which is best to focus on?
With the option to call, SMS, email and instant communication over social media we have trialled all of them. From this, we have discovered that one of the strongest methods you can use and the one that we find gets the best results is SMS.
The reason why? It is the ownership, responsiveness and rapport that we gain from SMS messaging. Connecting with your prospects or leads by SMS or email is typically happening through a CRM based platform and to contact them is through obtaining or the ‘ownership’ of their phone number and email address.
Usually, this data has been collected or given to you by the lead through signing up or ‘opting in’ to your offer. Therefore, you have gained ‘ownership’ and have opportunity to reach out to them personally to sell your service.
When we talk about open rate, engagement rate and response rate, the responsiveness is the key factor to the lead capture. When discussing SMS, the open, engagement and response rate is always quite high. This is due to the instant access features of SMS, allowing the lead to receive notifications from their device whilst prompting them to open and respond in a similar way they would to their friends.
Through this process, a strong rapport is built with the lead because of the personal approach of the sale. Communication is continued in a message thread or phone conversation, identical to a personal conversation which subsequently resembles a friendly relationship being created.
2-way SMS is one of the most important features when using SMS as a communication method. If the lead reaches out to the number used for original SMS by responding or calling and the number is a dead end, you may potentially lose your lead, simply because they cannot contact you.
Another factor to recognise when utilising SMS communication, is the speed of response rate from yourself. This can be implemented, depending on the platform you use, through manual SMS and automated SMS hybrid campaigns. These kinds of campaigns can also allow you to send links to booking schedules or alternate pages to take action.
If the lead stops responding or does not take the action you have supplied, then you have the opportunity to follow up the lead with automated SMS to continue contact.
These processes improve the open rate, engagement rate and response rate which systematically increases booking or sales rates.
When looking to promote your fitness business through paid advertisements, the debate between offering free trials or paid trials to your leads is bound to create confusion.
We have done all the research to settle this debate for you!
A free trial offer is an invitation for your leads to come and train in your gym or classes, free of charge, for a specified period of time.
A paid trial offer, however, is a crafted offer by you as a gym owner that charges standard pricing for the trial but adds extra value. Using an additional personal training session, meal plan or a money back guarantee attracts more secure and long term leads.
The assumption is often made that giving things away for free will always gain more attention than offering a quality product for a price. In most cases this is true, but what you need to focus on is the final conversion of sales and not solely the initial attention the offer has attracted.
For this reason, we have found the conversion rate to be much higher for paid trials when running paid advertisements.
After promoting an advertisement for both free and paid trials over a 5-week period in the same area, our data has shown that the trial which had the highest overall conversion result for long term memberships was the paid trials.
We believe the reason for this is that those willing to pay for a trial are more likely to be wanting to pay for membership after their trial offer has ended.
Utilising our fitness funnels to book a phone call with the lead and make a sale to the leads over the phone, with each stage of the funnel having higher conversion percentage following this phone call.
Now that the research has been done for you its time to start crafting the offer for your paid advertisement. Will you be using a free or paid trial approach?
By agreeing to have a phone conversation with Matt, you will ultimately discuss an action plan that you can follow to hit your targets within your desired time-frame.
This 45-minute conversation is obligation free but will help you develop ideas on your business growth.
Fitness pro marketing focuses on Cross Fit Affiliates, Independent Gyms, Yoga Studios, Pilates Studios and Outdoor Training Groups.
Matt Phillips is on a mission to help Fitness Professionals grow their business beyond the limitations of organic growth and traditional business models. you can find out more at www.fitnesspromarketing.com.