3 Lead Channels You Should Be Invested in This Year
The opportunity in Facebook ads has been both a gift and a curse for gym owners.
Never before has the attention of your ideal clients been so quickly accessible. However, because of this ease of accessibility, many gyms have become overly dependent on a single lead channel. So if Facebook changes a rule or impressions become more expensive (as it typically does over the holidays), these gyms are left scrambling for leads.
To avoid becoming one of these single channel gyms, you should look at your marketing like an investment portfolio. You can reduce your risk to changes in the market by diversifying your channels and consistently investing in them.
Here are the 3 categories of lead channels you should be invested in to diversify your marketing portfolio:
Low Volatility, Low Volume
In investment terms, low volatility, low volume lead channels are the savings account of your marketing portfolio. Referrals are the best example of this type of lead channel.
These leads are low volatility because you will likely close 75%+ from these channels and low volume because your leads will be limited by the number of clients you have and the number of people they are willing to refer to you.
If you are in a stage in your business where you want to maintain your current number of clients, investing in low volatility, low volume leads is a sound strategy.
Medium Volatility, Medium Volume
Medium volatility, medium volume lead channels are the bonds of your marketing portfolio. Inbound traffic sources, such as search traffic to your website/online content or walk-in traffic if you are in a busy shopping center, are examples of this type of lead channel.
These leads are medium volatility because you will likely close around 40-50% from these channels and medium volume because your leads will be limited by the number of people in your area actively looking for you.
If you are in a stage in your business where you want single digit % annual growth of number of clients, investing in medium volatility, medium volume leads is a sound strategy.
High Volatility, High Volume
High volatility, high volume lead channels are the stocks of your marketing portfolio. Direct response digital ads, such as Facebook ads, are examples of this type of lead channel.
These leads are high volatility because you will likely close around 10-20% from these channels and high volume because, although you are limited by your market size, you can control how often your ads are placed in front of your audience.
If you are in a stage in your business where you want double digit % annual growth of number of clients, investing more in high volatility, high volume leads gives you the opportunity to grow fastest.
What’s the Ideal Long-Term Marketing Portfolio?
The ideal long-term marketing portfolio is consistently investing in all 3 types of lead channels and has the ability to increase or decrease your investment in certain channels depending on your quarterly/annual growth goals.
If you’re a gym owner who wants to grow your revenue from low 6-figures to mid 6 (even 7) figures by investing in Facebook ads AND you want a team of professionals working to maximize the return on your ad investment…