Marketing
[ December 23, 2020 by Fitness Revolution 0 Comments ]

[PART 4] Social Media Mistakes You’re Making

In the last few posts, we’ve tackled some common social media mistakes gym, and business owners, make when marketing on social media. To recap:

Social media is the largest and most often used platform in marketing. And if you’re a business owner, you may already have a business page, and groups, geared to around your content.

However, some business owners make mistakes when marketing on social media. In this series we’ve tackled those problems with the hope you can correct them and continue to grow. The problems we’ve discussed so far include:

Today, you’re going to learn the final two mistakes. They include:

7. Timing Your Posts

When you post your content is just as important as what the content is about. If your clients are working, then posting during the day isn’t your best option. They simply won’t see it.

This is where insights come in handy. Insights can tell you when people are interacting with your page–and when they aren’t.

If you post when your fans are looking, you have a much better chance t your intended audience and attracting new leads.

8. Using Out-Dated Information

Social media is changing at a rapid pace. What worked last month to grow your following, may not work this month.

So if you’re using advice that worked last year, chances are it won’t have the same impact as it once had had.

The Take Home Message

Social media is one of the easiest, and the best platforms to attract new leads, and get more people to engage with your brand. As a result, there’s a very high likelihood your ideal client is on one of these platforms—you just need to leverage it the right way.

Although many business owners try to leverage social media to grow their business, some may not do it the right way. And this could limit your growth, or even how many people engage with your brand.

If you’re unsure how to leverage social media to get your message in front of the people you want, let’s talk. Our Success Coaches have helped multiple business owners create the right marketing strategy. Schedule your strategy session today.

Let us help you grow your business by improving your marketing, lead generation, your follow up, and making social media work for you.

Schedule Your FREE 60-Minute Strategy Session Here.

Marketing
[ December 4, 2020 by Fitness Revolution 0 Comments ]

[PART 3] Social Media Mistakes To Stop Committing

Your marketing plan should always include social media. If it doesn’t, then you may not draw in the clients you’re currently looking for.

In part one of our 4-part series… We covered the top 2 mistakes you’re making when it comes to posting and creating engagement on social media.

And in part 2…we dived in deeper.

Today, we are going to give the next two mistakes…and give you a much clearer picture on why you need to correct them…

…and the impact it could have on your business.

Why You Need A Social Media Marketing Strategy?

Before we get into the mistakes…I want to reiterate why social media marketing needs to be part of your online marketing strategy.

Besides running ads on Google…Instagram…or Facebook…

It’s important for you to build a raving fan base, by posting quality content that falls more in line with your brand. It could be memes…short videos…live Q and A…

Whatever the media you choose to deliver your content…you need to make sure you’re doing it well.

Because there’s a good chance that potential clients are looking for your services—but they don’t even know you exist.

This is why your social media marketing strategy is so important…and could significantly impact your overall business.

Now that you understand why posting on Facebook and Twitter are important for growing your business…

Let’s move on to the next two mistakes to avoid when crafting your social media post.

Two Mistakes That Limit Social Media Growth

Here are two more mistakes that could be preventing you from driving in more traffic to your gym:

5. Not Posting Consistently

It will take some time…but you have better consistency with posting. What I am saying is you should be posting quality content every day.

Some gyms do…and they are successful.

And the gyms that don’t, may end up suffering in the long run. When you’re able to post consistently, you’re able to build a following and deliver the content they want to read.

Although you want your posts to have a dramatic impact right away…It may take months or years to build a following and really build your engagement.

Even if you think people aren’t reading what you post…

They are. And the more frequently you can post…the more you will be in front of your target audience.

It’s worth your time to keep posting every day.

6. Not Using Tools At Your Disposal

Posting consistently each day is one way to build a more engaged audience. However, sometimes it’s easy to forget, which prevents your potential market from engaging with you.

How can you remedy this?

There are various social media tools available that allow you to schedule posts ahead of time, and track how well those posts do.

This makes it a super easy and convenient way to build a more engaged audience. You can schedule all your posts for the week on one day…so it’s a literal “schedule it, and forget it” scenario.

These tools are easy to use, and may take your social media marketing strategy to a whole new level.

The Take Home Message

Building your social media marketing strategy is a great way to get your business in front of potential leads.

But, if you’re making these mistakes in your marketing…

Then these potential customers may not know you exist…or even how you can help them. By fixing these social media marketing mistakes…you may see your engagement numbers climb, and more potential leads inquiring about your services.

Is social media your kryptonite? Do you find it hard to get traction on Facebook, Instagram, or other sites?

If so, we can help. Social media can be easy to master…if you have a plan in pace. Get in touch with us today to schedule your free strategy session so we can go over your social media marketing plan—and give you the right steps to get you back on track.

Here’s where you can find the details (we also show you 5 other mistakes you could be making, which we might be able to help you fix):

Schedule Your FREE Strategy Session Here.

Marketing
[ November 18, 2020 by Fitness Revolution 0 Comments ]

[Part 2] Common Social Media Mistakes Gym Owners Make

If you want to engage prospective clients, then you need to leverage social media to your advantage. Because face it, there’s a good chance someone out there needs what you’re selling.

But:

If you’re committing these social media marketing mistakes…not only will your message fall flat…

It could turn off the prospects you want to attract to your facility. In part one, you discovered two mistakes gym owners make when crafting content for social media. Those two mistakes are:

  • The importance of having engaging content…
  • Why knowing your prospects hopes, dreams, and fears can help you create the RIGHT content that engages every time.

These are extremely important—because if you don’t know your avatar…and you’re just posting for the sake of posting…

Then your message won’t work—and you will have a harder time engaging who you want.

In today’s post, you’re going to discover the next 2 mistakes preventing you from bringing in new leads.

Two Costly Social Media Marketing Mistakes Preventing Your Business From Growing

There are 8 mistakes in total that we will cover…

But these two may be the biggest mistakes gym owners make when trying to grow their business, build engagement, and attract new leads on social media platforms like Facebook, Twitter, Instagram, and others.

And once you see the next two mistakes…you’ll understand why these are business killers and can easily cause your leads to dry up.

Those mistakes are:

3. You’re Copying Someone Else’s Content

When it comes to marketing, you’re told to model what’s working in the industry. And this is great advice, since it can give you new ideas on how to interact with your audience and how to attract the clients you want.

But:

Just because something is working for your competitor…doesn’t mean it will work for you.

If you’ve done the legwork and you already know what your audience is looking for, you can create fun, engaging, and high-quality content. And this is why it’s crucial to know what your audience wants so you can have a much greater impact than copying what someone else is doing.

4. Using Every Platform There Is

There are plenty of social media sites to choose from that will give you an opportunity to get your message in front of your ideal prospects. But, just because they are there, doesn’t mean you need to use all of them.

By focusing on one or two platforms at a time, it will allow you to create better content, and help you deliver that content with images, videos, and live broadcasts.

Remember, in order to be good at social media marketing, minimize your efforts on one, or possibly two, social media sites—and understand that being present on every social media platform might detract from your marketing message.

The Take Home Message

Social media may be one of the best mediums to get your message in front of potential clients, as well as your current members. But there are two important factors you need to remember:

  • MODEL what’s working in the industry, but DO not COPY it.
  • Avoid using every social media platform out there.

The more you can refine and focus your message, the better your content will be. This could give you the opportunity to become the “expert” in your niche—and gives your audience the content it craves—so they come back time and time again.

Your social media message could be one aspect holding you back from growing your fitness business.

And fixing those mistakes could help you grow and thrive.

But:

There are 5 other business mistakes we are seeing that could be slowing your growth, and preventing you from reaching your true business potential.

Click the link below to see the 5 OTHER mistakes—and how you can solve them:

[DISCOVER] The 5 Other Mistakes Crippling Your Business

Marketing
[ November 16, 2020 by Fitness Revolution 0 Comments ]

[PART 1] Mistakes You’re Making On Social Media

In this series, we are going to give you some tips to make your social media advertising strong and engaging. Everyone knows how important social media is to growing your business.

But, if you’re doing it wrong, then your message won’t reach the right people…preventing them from knowing and falling in love with your business. For example, the top-known fitness businesses, to A-list celebrities and Influencers, everyone is leveraging these platforms to grow their personal brand.

Are you?

If you are, but you’re not getting the traction you feel you should, then you could be making some costly mistakes in your advertising game.

The Top Mistakes You’re Making With Social Media

As a business owner, you want to get your message in front of the right people. And most of your clients are online in some capacity. It could be a stay-at-home mom, an active older adult, or even an athlete…most every demographic uses social media to some degree.

And you should be using it to your advantage. Statistics show that 1.6 billion people use Facebook each day…more than 500 million people are active on Instagram…and 145 million people send out, or read, various tweets on Twitter.

From these numbers, there’s a very good chance your potential clients are waiting to hear from you. If you’re currently advertising on these platforms…or you’re trying to engage your list…but you’re not successful…

Then you may be committing some common mistakes. But, if you’re able to fix these mistakes, you can leverage your social media accounts to draw in new leads and grow your business. In this 4-part series, we will tackle the 8 most common social media mistakes you may be making right now.

Here are the first two:

1. Your Content Needs An Upgrade

If you’re not getting a lot of engagement on your posts, then it could mean your content isn’t very good. Even if you think it is, your potential clients may not.

Be creative and really find out what they want. The higher quality your content is, the more engagement you will get. As a result, sites like Facebook and Twitter may reward you and push it to the top of feeds, if you have quality content.

2. You Don’t Know Your Ideal Client

Again, knowing your clients, inside and out, is the key to creating the most engaging content that may attract your ideal client. If you work with a particular group of people, for example, be sure you’re tailoring your content to what they want to read—not to what everyone wants to read.

Although you may want to help everyone, and you feel your content will do just that, it’s better to write to your niche, to create more shares and likes on your content.

The Social Media Series Continues…

Social media is one of the hottest channels for attracting your ideal clients. But if your message isn’t clear…or doesn’t resonate with your potential clients, then your time may have been wasted.

For instance, if you start by fixing these two mistakes…you may be better positioned to drive in new leads, and attract the clients you want.

If You’re Struggling To Get Leads From Facebook….

Either your Facebook ads aren’t working…

People are engaged…but not responding to your ads or content…

And your tweets aren’t getting the feedback you were hoping for…

You’re not alone. After all, you’re a gym owner, not a social media maven. But…

If you want to take your message to the next level…we can help. Our Success Coaches can help you develop a social media plan to get your message in front of the right people.

If you’re interested in getting your social media marketing back on track, schedule your 55 minute Strategy Call Today:

Discover How We Can Help Solve Your Social Media Marketing Issues

 

Marketing
[ November 6, 2020 by Fitness Revolution 2 Comments ]

Marketing To One A Key To Your Success?

You know your marketing message is one of the best ways to get your message in front of others—especially the people you want to attract into your gym.

But when you’re marketing, it’s better to focus your message on one person—as opposed to a large group of people.

This allows for a stronger, clearer, and more concise message that will resonate with your target market. Even if you want to attract thousands of people to your gym, you’re not going to be successful if you’re trying to market to all of them—and not just a small segment.

Each person has specific needs and goals they want to accomplish. And if your marketing focuses on everything they may want, the message may appear cold and out-of-touch. But, if you’re able to focus your efforts on speaking directly to one person…then your message may impact countless people.

And that’s because they feel that you “get them,” which makes it much easier to sell them on a program or service.

Here’s a quick tip for making your message resonate:

When designing your marketing, pretend you’re talking to your mother…your spouse…or a close friend who has professed a particular need, or result, they want to accomplish. This way, when you’re crafting your marketing message, you’re doing it in a way that will make you feel more connected and engaged to your audience.

If you’re able to satisfy the need of one person…and they are able to share what your gym was able to do for them…

Then they more likely to talk about their experience, which can translate into more business for you–as people read and hear about others experiences that may closely match their needs or pain points.

So…in order to make your marketing more effective, you need to:

  • Market to one person—so you can be more connected to your target market.
  • Understand how your service can impact their lives—and how it solves their problem.
  • This will also give you the information you need so you know how your product can fit into their day.

Take Home Message

Your marketing message is what drives leads into your gym. But having the wrong message, or worse, a message that doesn’t resonate with your target market, could ultimately prevent leads coming into your gym.

If you’re able to speak to your market by focusing on one person—you can finely tune your message, helping you attract the clients you want.

Fixing your marketing strategies can go a long way to boosting leads and sales. And it also happens to be one of the most common mistakes gym owners face.

Just ask Jonathon Price, who struggled keeping his training business open—while dealing with QUADRUPLE the overhead.

He was sitting at $6,000 in revenue…and was the only trainer. He was burnt out…and didn’t know where to go next.

But once he jumped on a call with one of our Success Coaches…he walked away with a plan that eventually led to the breakthrough his business needed.

He had a record month in October—clearing $25,000, while employing 4 trainers. He’s confident he wouldn’t be where he is today without having Fitness Revolution in his corner.

If you want to be like Jonathan—and all our other successful business owners…

Then schedule your FREE call with one of our success coaches today, and we’ll help you fix the biggest problem your business is having. And we’ll do it in less than 55 minutes:

Here’s where to get started.

For Fitness ProsMarketing
[ November 5, 2020 by Fitness Revolution 0 Comments ]

5 Lead Generation Marketing Mistakes You Need To Stop Making

As a gym owner, you that in order to succeed, you need to have plenty of leads coming through your door. Not just any leads, but the leads you know will join your gym, and become lifelong ambassadors for your program.  And this is why you have a lead generation marketing strategy in place.

If your lead generation marketing game isn’t up to snuff, then the people you want to attract may not see your message. Before you start to pick apart your current systems, you may need to look at some common lead generation mistakes gym owners make when trying to attract quality leads.

Assessing Your Lead Generation Strategies

Lead generation is one of the most important metrics in sales and marketing. Although the message you deliver is important…

If you don’t have any leads coming through your door…then your sales team doesn’t have anyone to sell too.
And this becomes a problem since your message may be muddled with every other gym or personal trainer marketing to them.

So how can you tell if your lead generation strategies are working or not? Testing and tracking each lead generation tactic you’re currently running.

If you track your metrics right, you can uncover what’s working—and what’s not working—so you can make the adjustments needed.

Let Us Help You Fix Your Lead Generation Mistakes For FREE

The 5 Lead Generation Mistakes Gym Owners Make

Everyone, business owners included, make mistakes. It’s a part of life. But when it starts to impact your revenue and business growth, then eliminating the mistakes is extremely important.

Take a look at these 5 mistakes and see if any of them you can eliminate:

1. You’re Targeting The WRONG People

If you want your message to resonate with the people you want to walk through the door, you need to be sure you’re marketing to them—and not to everyone.

And, if you have built your customer avatar correctly, then you know exactly who you want to work out on your facility. Once you know who you want to target, it will become easier to market and attract them.

2. The Customers Aren’t In The Right “Buying” Frame of Mind

When potential clients come into your gym, they are obviously looking for a solution to a problem they have.
But, depending on where the buyer is on the buying spectrum, one person may not need a lot of coaxing to sign up, while another person does.

Knowing where your prospect is on the buying spectrum can make selling the right service, or providing the right information for an informed decision, will go a long way to making the sale.

3. Your Marketing Isn’t Clear

You need to make sure your marketing message is clear—and easy-to-understand, concise, and cuts through the fluff.

4. You Haven’t Segmented Your List

First off, if you don’t have an email list, you need to start one. Email marketing is one of the easiest ways to communicate with your audience. And building a list of potential buyers can be a goldmine for your business.

But, this doesn’t mean it’s going to be easy. You still have to have a clear message—and it needs to go to the right segment on your list.

People are interested in what THEY want…not what you think they want. Be sure to segment your list, so you can send the right message each time.

5. It’s All About You…and Not About Them

As great as you are, your prospective clients don’t really care. They only care about what you can do for them, and how much it will cost to get what they want.

The more your marketing message stresses YOU, and less about what your prospect wants, the more they will tune you out.

Catering your message to the prospective client, you may find it easier to lead them through the buying process.

Fix These Common Lead Generation Mistakes

If you’ve been in business a long time, then you already know that getting more people through your door will ultimately grow your membership and revenue.

Most gym owners commit certain lead generation mistakes that could cost them clients and revenue.

But if you’re able to correct these mistakes, you may see people respond to your message, come through your door, and become a new member. And if you can repeat this process, your business is going to grow, and you will have more freedom to do other things.

Remember…

Having the right strategies for Lead generation is only one part of the problem. There are other mistakes in marketing…sales…and referrals that could keep you from growing your business.

That’s why our CEO, Nick Berry, created a short video highlighting some areas our coaches are hearing about now…and how we can fix them together.

We’d Really Enjoy Your Feedback On This Video

Marketing
[ October 14, 2020 by Fitness Revolution 0 Comments ]

How To Know If Your Marketing Is Working

You spend a lot of time and energy on your marketing. 

Have you ever wondered if it was reaching the right audience or producing more clients for your business? 

Successful gyms bake marketing into their operations and budgets. They know it’s something they must keep up all the time – that it’s not an “extra” for when you have a little more time or money, or when you’re feeling creative.

But too many gym owners don’t create a real marketing plan. They just throw a bunch of  random activities and promotions at the wall and see what sticks. 

Marketing your fitness business requires a strategic and calculated approach, especially now when so many things are unknown or out of your control. And, while not all marketing will work, you need to know what’s effective so you can optimize or replace it. 

Keep Track of Your Process and Results

The best way to know if your marketing is bringing new clients and generating revenue is to measure your process and results.

If you think you don’t have time for this, you’re wrong. Either assign it to an assistant or schedule a time block, at least three days a week, to manage your tracking.

It doesn’t take much. Just record:

  • Total number of leads
  • Source of your leads
  • Date the lead was acquired 

This will let you see your overall lead number and which channels or sources are producing.  

Turn Leads into Clients

Effective marketing doesn’t just bring in leads. It brings in leads that turn into paying clients.

The next step in your tracking is identifying which leads participate in your Front End Offer and when.  

From there you want to track which leads turn into clients, the date of conversion, and the value of each client to your business (contract length X monthly membership).  

This will show which marketing channels and types of leads are turning into paying clients. Then you can decide how to invest your time and money. 

You can do all of this with a simple spreadsheet or Google Sheets with formulas to track your marketing success. Fitness Revolution Coaching Partners have access to a Lead Tracker set up and ready to use. 

Want Help?

If you are ready to take the next step with your business and build out a predictable plan to get new clients we’d love to chat with you to see if we can help. You can shorten your learning curve by applying the tools and knowledge that FR has acquired by working with hundreds of fitness business owners. If you would like to speak with a member of the FR team to see how we can help you get unstuck please apply for a FREE 60-minute Discovery Call below.

Book Your FREE Discovery Call

Marketing
[ September 2, 2020 by Fitness Revolution 0 Comments ]

The 5-Step Process for Building A Referral System

Everybody wants leads, but most independent gym owners are missing a golden source right in front of them: referrals that are highly valuable and mostly pre-qualified.

Too many fitness pros take a passive approach to gaining referrals from clients, employees, and other contacts. 

“If you know anybody who needs help with training, tell them to call me,” they say.

But it takes more than that. You need a system to keep referrals coming all the time. And don’t be afraid to ask for them. It’s not too much to ask. Just think how happy you are to tell a friend about a great service or product. 

This simple, five-step process will get you the referrals you need to grow your business.

The 5 Steps

  1.     Consider Your Cost Per Acquisition. To learn what that is, take your marketing budget (let’s say it’s $500), divide it by the number of closed sales (let’s say 20), and you see what you spent to get each new client (in this case, $25). This gives you a starting place to see how much you can spend on incentives.
  2.     Identify Your Incentives. You can provide gift cards, swag, a percentage off your services, or a donation to a philanthropic cause (theirs or yours). Maybe offer a tiered system, with better stuff coming with each new referral from the same person. The incentives should motivate people to refer you to others, so make sure they align with what they want.
  3.     Outline Your Opportunities. These can be people (high-value clients, employees, clients with large social circles); actions (point of sale, when someone shares or likes your content on social media); client achievements; events and promotions like open houses or referral contests.
  4.     Entice With Ease. How do you talk about this? Don’t leave it to chance, which leads to weak language and requests. Don’t let the burden of outreach fall on your client. You want to take control of the conversation to get and develop the lead. Make sure your messages are consistent and clear.
  5.     Systemize For Success. Set up this process so it operates with ease. Commit to asking for a certain number of referrals within a certain time. Keep track of who you’ve asked for what, so you don’t wear them out. Monitor results and adjust based on performance.

We’ve created a cheat-sheet that goes into much greater detail about this five-step process. Click here to get it now, review it at your own pace, and let us know if you have any questions.

Remember that referrals are some of the most valuable and qualified leads you can get in your business.

Be intentional with your messaging. 

And train your team so everyone has the tools and skills to capitalize on opportunities.

MarketingSales
[ August 5, 2020 by Fitness Revolution 0 Comments ]

How to Harness the Power of Free, Local Media Coverage

We all spend time and effort on social media, websites and blogs to promote our businesses. But there’s another, traditional way to get free exposure to the masses in your area, and it’s often overlooked or dismissed.

That’s free media coverage on TV and radio and in newspapers. Yep, the old dinosaurs still have plenty of value for you – particularly now with so much huge, serious news happening everywhere.

And, you might not realize it, but newsrooms everywhere are understaffed and overworked. They want local, positive stories related to bigger events going on all around us – and businesses helping people stay healthy during a pandemic? Huge. They don’t have time to think about what would be a good idea. They need you to make it easy for them.

In other words: What you do is newsworthy, especially this year. Getting featured or quoted in local media can be highly effective in gaining brand exposure, presenting yourself as a community expert, and building connections.

What makes something newsworthy

The first step in getting the attention of reporters and editors is to come up with a story that fits their needs. They didn’t go to work each morning thinking about how they can promote you or fitness in general. They are probably not aware of what’s trending in fitness – or what you are doing to provide a safe, effective workout to help your community.

They want legitimate news, so make it easy for them to see newsworthy elements, such as:

  • Timeliness – Something just happened, is happening, or is about to happen
  • Novelty – a new, fresh angle
  • Human interest and emotion
  • First-best-longest-strongest
  • Impact – dollars raised, pounds lost, lives improved

For TV, add in visuals and think about how it looks. People exercising? Responsibly? Happily? GOLD. Examples today include:

  • How gyms are helping charities, healthcare workers, and other local businesses through these tough times
  • Outdoor exercise classes or group training
  • Helping “older” people with online training (This one has it all!)
  • If you’re allowed to welcome people into your location, what are you doing to ensure a clean, safe environment?
  • Gyms lending or giving equipment to members at home
  • Fitness professionals lobbying state and local leaders about Covid-19 restrictions, focusing on how you help people.

Next, you need to contact your local media, whether it’s a big-city newspaper, a free weekly, a radio host, or a TV reporter. Follow these tips.

  • Take the time to find the right reporter or editor to email with your pitch. Don’t just call and ask to talk to someone or send an email blindly. Some reporters “cover” local businesses; health and fitness; or “positive” community news. Look for them.
  • Point out what makes the story relevant right now or at a specific date in the future (an upcoming annual 10K, a local historic anniversary, etc.) 
  • Do not suck up and do not insult. No comments about “lamestream media,” “fake news” or, “I know you don’t like to report when good things happen…”
  • Be sure your email has your contact information – email, cell phone, land line, social media.

Even before you start pitching your story

Build relationships with local media people even if you don’t have something specific you want covered. Let them know who you are and what you’re all about, and suggest they keep you on file for when they need to interview a local trainer, businessperson, fitness expert, and so on.

  • Follow their social media accounts. “Like” or comment on their posts. But don’t be a stalker or too flattering.
  • Always be courteous, transparent and honest. Don’t oversell. Don’t engage in controversy about anything. It will only come back to haunt you.
  • Stress how you want to help people, and make clear the key messages you promote about health and fitness.

What you do matters. Sometimes, it’s also newsworthy. So, make the most of this potential to reach a huge audience with your message for free.

Schedule a free consultation with one of our Success Coaches to discuss possibilities in your market and other ways we can help you grow your business now and in the future.

Marketing
[ July 1, 2020 by Fitness Revolution 0 Comments ]

Differentiate Your Gym: Standing Out in the New Normal

The fitness marketplace is crowded with competitors – and today, of course, it’s also packed with uncertainty and profound changes. So, differentiating your gym is crucial and a fundamental part of your marketing strategy.

Meaningful differentiation showcases your gym’s unique strengths and it shows your value in a way that separates you from competitors. It makes it possible to win business by competing on your own terms without competing on price.

 Schedule a free consultation with one of our Success Coaches now

You give up your market share when you don’t have differentiators, don’t use them, don’t test or revisit them – or simply have weak differentiators, like “We deliver results” (because everyone can say that). Those are among the most common mistakes to avoid. Without strategic differentiators, you’re not telling prospects why they should choose you to solve their problem. You’re just hoping they figure it out on their own.

5 Factors in the Solution

1. Discover. Try to establish three proposed differentiators. Start by asking five ideal clients why they chose you initially. Then consider what problem that solves for your prospects. What are your competitors saying? Will this play a role in the prospects’ buying decision?

2. Dissect. Score your potential differentiators on a scale of 1 (weakest) to 5 (strongest) based on three factors: the benefit to the prospect; the rarity in your marketplace; how hard would it be for someone else to say and prove the same thing? 

3. Develop. Rank your potential differentiators from strongest to weakest. Add up the total across all three categories for all three differentiators, and list them highest to lowest. The one with the score closest to 15 is probably your strongest. Then write a first draft answering: what is the differentiator (its title); why it matters to prospects; how you accomplish this (its description).

4. Document. Polish your differentiators so they’re ready to go. Write a headline – three to five words describing each. Then write a description – a short, credible statement that describes the why and how you listed at the end of Step 3. 

Here’s a well-known example from Planet Fitness.

Headline: Judgment Free Zone

Description: We seek to provide a comfortable, safe and energetic environment where everyone feels safe and accepted.

5. Differentiate. Use, test and refine your differentiators – always, for as long as you’re in business. Don’t ever assume you’re “done” with this. Start by considering where you will use the differentiator? On your website, social media, etc. Then keep testing and refining so your differentiators remain effective no matter what happens (like, oh, maybe a global pandemic). 

 

How does all this change in the “new normal” and how much do you keep of what you had before? What still applies? What new opportunities are presenting themselves?

For example, the idea of safety is at the top of everyone’s minds. You can go a step further by developing it into a differentiator. What safety procedures have you developed? Have you branded your cleaning process? Are you using CDC and WHO guidelines to your advantage?

There’s more to talk about – like how to make your online offerings stand out, and why you should never rely on price as a differentiator.

So, schedule a time to talk, for free, with one of our Success Coaches. We can discuss specifics to build your differentiators and we’ll help you leverage them across your marketing efforts and positioning.

Marketing
[ June 24, 2020 by Fitness Revolution 0 Comments ]

5 Steps For Pricing Your Virtual & In-Person Offers

Independent gym owners often struggle with setting prices. The process is more complex than usual these days, with the common addition of online training and hybrid services in the wake of the Covid-19 crisis.

Fitness Revolution leaders discussed this in a recent webinar. This is a recap of some of the key points covered in the webinar, which you can view on the page of resources we have gathered for you.

Remember that pricing should be set with objective intentionality and based on solid principles. This is the same whether we’re talking about in-person, virtual or hybrid offers.

Here are five steps to follow.

Always Be Making Money.

You need to be making money on every class or session. Find your break-even point by evaluating monthly expenses and spreading them out between your total offerings; figuring out how much it costs to run one class or session; and documenting that baseline by the month, week, and class or session.

For example, it if costs you $2,000 a month to run your business, and you run 40 sessions a month, your average cost is $50 per session.

Set A Price.

Start by figuring out pricing for your Core Offer (CO) and Front End Offer (FEO) or secondary offers. Remember, your core offer is the economic driver of your business. The FEO will typically be priced at around 75 percent of our core offer at a prorated rate.

Example: Your CO is 30 days of training at $200. Your FEO is 14 days of training, or $100. At 75 percent, that’s $75.

Frame Your Price.

To do this, you must know your audience and price appropriately. Luxury pricing won’t work if your audience is focused on bargains, and vice versa. 

Learn the details about how to set prices to remove customer barriers. Did you ever wonder why prices are often set at $4.99 instead of $5? There are proven reasons for this. Use 99 cents for cheaper services ($19.99) and 95 cents for higher-priced items ($79.95). See the webinar for more useful insight on tactical pricing.

Identify Adjustments.

Think about when to raise your prices – at the start of a new year, perhaps, or when your operating costs have increased. Consider how to implement the increases. Will they be across the board, just for one program, or bundled together?

Again, be deliberate. Discount only with a strategic intention that aligns with your business direction. Is the value different on a virtual offering than the physical version? Or is this something new just for online? These kinds of questions speak to the change in supply or demand, and to the change in value of what you’re offering.

Avoid Pricing Mistakes.

Sometimes the easiest pricing strategy is to avoid common mistakes. So don’t price off your competition alone, don’t price yourself in the middle, and don’t default to discounting. Don’t try to please everyone, and similarly, don’t let your own beliefs or ambitions dictate your pricing. Remember: You’ve got to be objective about this.

Be sure to watch or review the webinar for more details. And please, schedule a time to talk with us in a free consultation with one of our Success Coaches now. 

Marketing
[ June 17, 2020 by Fitness Revolution 0 Comments ]

How to Market Your Reopening

Reopening your gym is a huge opportunity to learn from your clients, remove barriers in your sales process, and start the next leg of your journey on the right foot.

A lot of that is tied to how you market your reopening – even if Day 1 has already passed. These ideas apply to more than just the date you literally reopen the doors for the first time. It’s all about communications – and realizing that it’s your responsibility to provide information and empathy during this transition process.

You need to have a plan to market that you’re back in business or that you will be soon. We’ve broken it down into five essential elements.

Let’s talk: Call today to schedule a free chat with one of our Success Coaches.

Capacity

How much space in your schedule will you have? How much time before reopening? And how much money can you spend on marketing? If you’re already open, look at your schedule to see how much room you have to fill. Even if you can’t spend much on marketing, be sure your resources match your plan.

Messaging

The 6 Cs are guidelines for strong messaging. Run everything through these filters before going public with them. Make everything clear, concise, compelling, credible, and customer centric, and give them a call to action (tell them what to do next).

Awareness

Your campaigns to promote your reopening should achieve three objectives. Inform your clients about your reopening plans through phone calls and text messages, updates to your website, posts on social media, and group emails. Emphasize health and safety measures you’ve implemented. And build some excitement.

Activity

What’s going to bring people in the door? Are you planning enough activity to generate the lead volume you’ll need? Think about reopening offers, reactivation, your email list, “bring a friend” promotions, social channels, and even paid advertising.

Conversions

Collect all the basic information – name, phone numbers, and email addresses, at least. (It’s surprising how often this gets overlooked!) Get them into a sales conversation without relying on a landing page or sales copy to do all the work for you. Anticipate their objections and have your responses in mind. And be sure to follow up, eight to 12 times at least (or until they tell you no).

If you have questions about any of this, or want to dive deeper into any issues facing you now, let us know. Schedule a free consultation with one of our Success Coaches now. This is an important time for your business, and we’re here to help you make the right moves with confidence.

MarketingSales
[ June 5, 2020 by Kelly Berry 0 Comments ]

PPP Revisions Provide More Flexibility

If you borrowed money under the federal Paycheck Protection Program (PPP), you should know about new changes that give you more flexibility in using the money and paying it back.

President Trump just signed into a law a measure that brings much-needed relief for borrowers. The bill was recently approved in the House and Senate.

Here are some highlights.

  • Extension of covered period. PPP borrowers can choose to extend the eight-week period to 24 weeks. The flexibility is designed to make it easier for more borrowers to reach full, or almost full, forgiveness.
  • You can spend more of your proceeds on non-payroll costs — but be careful. The payroll expenditure requirement drops to 60% from 75%. Borrowers must spend at least 60% on payroll, or none of the loan will be forgiven. Currently, a borrower is required to reduce the amount eligible for forgiveness if less than 75% of eligible funds are used for payroll costs, but forgiveness isn’t eliminated if the 75% threshold isn’t met. 
  • You’ll have longer to replace FTEs/restore salaries: Borrowers can use the 24-week period to restore their workforce levels and wages to the pre-pandemic levels required for full forgiveness. This must be done by Dec. 31, a change from the previous deadline of June 30.
  • Businesses that remain partially or fully closed through the end of the year will get new relief: The legislation includes two new exceptions allowing borrowers to achieve full PPP loan forgiveness even if they don’t fully restore their workforce. Previous guidance allowed borrowers to exclude from those calculations employees who turned down good faith offers to be rehired at the same hours and wages as before the pandemic. The new bill allows borrowers to adjust because they could not find qualified employees or were unable to restore business operations of Feb. 15, 2020, due to COVID-19 restrictions.
  • Any unforgivable amount has more favorable terms: Borrowers now have five years to repay the loan instead of two. The interest rate remains at 1%.
  • You can defer certain payroll taxes even if you received a PPP loan: The revisions  allow businesses that took a PPP loan to also delay payment of payroll taxes, which was prohibited under the CARES Act.

Have questions on making the most of your financial planning? Go here to reserve time to speak with one of our coaches for free! 

MarketingRetentionSales
[ May 27, 2020 by Fitness Revolution 0 Comments ]

Marketing Virtual and In-Person Services: What to Tweak, What to Keep

If you started offering virtual training during the coronavirus quarantine, you might be among the many gyms planning to continue offering it even after the crisis is over.

So, you might find yourself operating two marketing tracks: one for virtual and another for in-person training.

It might seem like a lot to think about, but we’re here to walk you through it. This was the subject of a recent webinar, and you can watch the video here for a longer discussion. 

Download our free list of resources to protect your business during the COVID-19 crisis.

First: Let’s Review Some Basics

  1. Keep doing what has worked in the past. The best starting place is the marketing plan you had before COVID-19. You can make changes to it, but don’t throw it out and start over.
  2. Maintain realistic expectations, track your results, and (even now) balance short-term needs with long-term goals.
  3. Messaging must be clear, concise and conclude with a Call to Action – what do you want them to do now? Click for more information, download a resource, etc.
  4. Focus on them – your clients and prospects – rather than yourself. 
  5. Pick three things to do, and get good at doing them consistently. That’s one each for these three channels: internal, offline and online. Choose activities based on your strengths, resources and their ability to generate revenue.
  6. Track and measure your marketing efforts – leads, FEOs, sales opportunities, and execution of your marketing activities. Sound familiar? It should – because we’re talking about sticking to your plan for the most part. 

Marketing Your Virtual and In-Person Offers

Good marketing is based on foundational principles that should get you 90 percent of the way there. These principles apply virtually, in person, during COVID-19… All the time.

There’s a lot more “keeps” than “tweaks.” But let’s take a look at the 10 percent difference you can make with some minor adjustments.

Marketing Messaging

Tweaks: Speak to what makes your offer virtual and not just a product they can buy and use on their own. Highlight the new value, and leverage social proof for virtual offers. You want them to understand this is working and they can get good results with it.

Keeps: Stick to the basics of marketing message. (We go over the six key components in the recorded webinar.) Health and safety should always be a priority – and should be front-facing right now.

Marketing Activity

Tweaks: Shift a higher percentage of marketing to the online choice. Introduce virtual FEOs. Evaluate how much time and money you want to invest.

Keeps: Use all three channels (internal, offline, online). Create quarterly promotions and “insurance” marketing activities.

Tracking & Measuring Your Marketing

Tweaks: Adjust testing periods since you might not have the luxury to wait several months to see how something’s performing.

Keeps: Use of minimum metrics, designated testing periods.

 

Be sure to take advantage of the free COVID-19 resources we’ve gathered for you. And schedule a time for a free one-on-one consult with a Fitness Revolution coach. We can help you with virtual and in-person marketing, plus everything it takes to make your gym successful.

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[ April 23, 2020 by Jay Croft 0 Comments ]

Your Guide to Reopening After COVID-19

Everyone’s wondering when they can reopen their gyms. While we can’t give a certain date, we can tell you that right now is the time to plan for it.

It’s a confusing period, and the situation will keep changing in the weeks and months ahead. Reopening gyms is in Phase 1 of the federal reopening guidelines announced recently by President Trump. It will be up to individual governors when to allow states to reopen. And it will be up to each business owner after that.

Check out our free guide to reopening your gym after COVID-19.

This post will help you create your own reopening plan, along with an ongoing operating plan, as we keep adjusting. It’s time to ask questions, do research, make best-guess decisions – and remember that not everything will go according to plan. That’s OK — you’re creating a guide, not a pillar.

Here are questions to consider:

  • What do I need to be thinking about right now? 
  • What do I need to be doing right now?
  • How will reopening affect my service delivery, revenue and expenses?
  • Will my pre-pandemic business model be sustainable in the new market?

We recommend following these planning steps:

  • Review your current business plan/strategy
  • Determine what adjustments you need to make to operate right now
  • Talk to your Fitness Revolution Success Coach™ (if you don’t have one, talk to one of our FR Success Coaches here)
  • Firm up your plan and act swiftly and decisively (while assessing and adjusting weekly)

Here are some topics to guide your thinking.

  • Services: What adjustments should you make? Consider class size, physical space, and social distancing. Will you continue online training? Do you have outdoor options?
  • Plans: Do you have them in case someone tests positive or you’re ordered to close again?
  • Money: What’s your plan for clients coming back from freezes? Will you need separate pricing and marketing for in-person vs. virtual training? Update your budget to account for additional cleaning. Create processes for tracking PPP or other government funds.
  • Communications: Include staff, clients, prospects, vendors, neighbors, etc. Use every channel. Repeat consistent messaging. Tell them about service changes, new rules, safety procedures, and anything they’ll need to feel confident about returning.
  • Safety: How do you keep your gym clean and everyone safe? Intensify your cleaning procedures to include door handles, light switches, water fountains, etc. Update supply lists. Consider outside help. Post signs so staff and members know what you’re doing.

By planning now and continually reviewing, you’ll serve your clients better today and on the other side of this. You’ll be better prepared to bring on new clients, as well, and to keep your staff united – and everyone safe.

Check out the free guide we’ve put together to prepare your business.

ArticlesCOVID-19MarketingSelling
[ April 15, 2020 by Kelly Berry 0 Comments ]

Make Sure You’re Giving the Best Zoom Experience You Can

When the coronavirus lockdowns hit a few weeks ago, many fitness pros quickly moved online. It was impressive to see gym owners, studio owners and trainers adapt to keep their clients engaged and exercising.

But, let’s face it. We were all hoping “this thing” would be over within a few weeks and we could return to normal life.

Now that we know otherwise, it’s time to take another look at your online experience. You might need to make some adjustments to improve what you’re doing and ensure your folks are having the best possible experience.

Download our free list of resources to protect your business during the COVID-19 crisis.

Like it or not, this is your reality now, at least for the time being. And it’s your responsibility to give the best online training experience you can. It will keep your clients coming back. It will encourage them to refer their friends to you. It will position you strongly for future growth when “this thing” really is finally over.

Here are a few tips to help you level-up your online game.

  1. We recommend Zoom. We’ve been using Zoom for years at Fitness Revolution and have found it to be simple and reliable. People can easily use it right off the bat. And it has a depth of features that make it appealing. It lets you see all your clients, and it lets them see you – and each other, providing that key social component they’re craving right now. Spend a little extra on the Pro account so you have more freedom.
  2. Test, test, test. By doing a few dry runs, you and your team will be able to iron out the kinks for the smoothest experience when you do go live. If you’re already up and running – keep looking for ways to improve the “little things” as well as the bigger ones.
  3. Play three roles. You and/or your team members need to play three roles during online workouts – demonstrating movements, acting as coach/cheerleader, and offering cues via the chat function. You don’t all have to be together, of course – and you can even perform all three roles by yourself, if necessary. 
  4. Open/Close. Prepare a PowerPoint slide to start and end each session. It should have tips and reminders about upcoming events.
  5. Share the workout in advance. It builds anticipation, and it also lets your people know how much space and what equipment they might need, if any.
  6. Make sure you’re visible. Stand at least 7 feet away from the camera, and make sure your head and feet can be seen.
  7. Schedule social time. Plan for a few minutes before and after the workout to let people socialize via Zoom. This is an opportunity for them, and also and a great way for you to continue the community you built up in your brick-and-mortar space.

By providing top-level customer service now, you’re going to retain clients and attract new business. And you might even be building a permanent service option that will endure even after “this thing” really is finally over.

Be sure to check out the free resources we’ve collected here to protect your business and keep you posted.

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[ April 8, 2020 by Jay Croft 0 Comments ]

Selling Your Services Amid the COVID-19 Outbreak

During the COVID-19 outbreak, some business owners are unsure about how much focus they should devote to making sales. Fitness professionals have asked us repeatedly if they need to be selling at this time – or just generating leads to use later.

It’s a fair question with a simple answer: You have to keep doing both, now and always.

Download our free list of resources to protect your business during the COVID-19 crisis.

This is not profiteering. It is not unethical. It is not inappropriate. 

It’s your commitment to your business, your employees, your customers and your community. And like everything else nowadays, it just takes nimble thinking and determination to continually assess and re-evaluate.

Let’s break it down into four components.

Messaging. Strong communication is everything. You must position your offer well. Remember:

  • This is the new normal. At least for the time being, you’re an online fitness business owner, so embrace it.
  • Customers’ fitness needs remain, and they still want your expertise, time and support. Your messaging should lead with the value and benefits you bring, like accountability and community.
  • Keep the focus on how you’re helping clients and on what your prospects need.

Marketing. You never stop getting new leads and building your prospects list. It’s an essential task of your business. Try ideas like these to gain email addresses:

  • Create compelling content to drive traffic to your blog, podcasts and webinars.
  • Give away valuable resources (like e-books and cheat sheets) as lead magnets.
  • Run a sweepstakes or a contest.

Selling. Leads are important, but you’ve got to convert them to bring in any revenue. Here are some smart tactics:

  • Direct-response advertising on social media or search engines will direct traffic to your offer.
  • Referrals and “bring a friend to Zoom” promotions are opportunities for exposure, community-building and feedback.
  • Exchange email blasts with a joint-venture partner. (This is good for building your list as well as selling.)

Adjustments. Keep your long-term offers and pricing strategies in place. Add value wherever you can. But in rare instances, consider how you might make modifications.

  • Can you change the terms – say, from annual to monthly agreements, or make one-time sales to some prospects?
  • Create a new front-end offer at a lower price point and see what adjustments you can make to transfer them to your core offer.
  • Have something like this as a last resort, unpromoted: a low-cost, weekly option for clients in a financial jam. 

By always spinning both the marketing and the sales wheels, you’re doing the right thing for your business now during the crisis – and for the future, whatever it might look like.

Fitness Revolution is here to help you through these challenges. We’re sharing resources here to protect your business and to help you stay alert to the challenges and, yes, opportunities ahead.