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.
The strategy element of our S.O.S system is, in simple terms, a customised offer that attracts wider range of leads specifically for your business services.
When crafting your offer, there are four elements to consider:
We find that in the fitness industry, a lot of owners misinterpret the concept of niche marketing as a niche service, for example, focusing on CrossFit, yoga or Pilates.
Niche Marketing is about focusing on a particular offer that resonates with a specific group of people, becoming somewhat personal and building that relationship with them through the offer.
How do you craft an offer that relates to those in your niche and those who have not entered the consumer decision making process? We want to focus on the emotional benefits and logical features that apply to the niche of your offer.
For example, emotional benefits may include; weight loss, improved posture, strength gain, body tonight, stress relief etc. Whilst logical features are enabling factors and may include; flexible timetables, free parking, childcare facilities.
By including the emotional benefits and logical features of your fitness business in your offer, you are able to attract and target specific kids of leads that can relate personally to your Ad.
Results and time-based offers are essential to address the customer with exactly what would want to get out of a product or service like your own.
By providing a time-based offer such as 28-days, one week or 6 weeks, it gives a sense of urgency and somewhat motivates the audience, allowing them to push themselves to achieve the benefits, features and results you are addressing in a specified time frame.
It is also important to address that the desired results may not come from just finishing the course that is on offer and it will take continual work to maintain results.
When determining the price of your offer, ensure you are not listing your price on website or Facebook page etc. When a consumer is in the awareness stage of the decision-making process, they will be looking to compare pricing of services rather than to make a purchase or may even be scared off from your pricing point.
A great thing to keep in mind is that people do correlate whatever dollar figure they see in the first place to what the value of the service is, which we call price anchoring.When you see the first price of something, subconsciously, you have connected that price as an anchor of what the value is.
For example, $30 for 30 days, as an introductory offer – that has become the value of the service. So, when it comes down to making the sale of your $200 a month class packs, the customer does not match the service being received as being worth $200 because they were only paying $30 for it, even though it was an intro offer.
To view full Strategy video, check out our free course at https://www.fitnesspromarketing.com/s-o-s
By booking in a complimentary 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.
Want to know more? Schedule a free strategy call with Matt now! https://www.fitnesspromarketing.com/schedule
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.