Our first three years in existence ProFit was all about Fitness
Marketing and how to get leads for your business. One of the core messages we
stress is having multiple poles in the water. You need to be catching fish from
multiple sources and stop relying on just one single campaign, tactic, thing,
to get clients into your facility.
During the early days, we were a little spoiled with
Facebook. Someone could accidentally put an ad up, blink, and have 70-80 paid
clients. Not just leads, but actually paid clients. You would get so much
revenue for pennies!
The times have now changed.
The cost to advertise on Facebook has increased
dramatically. For those of you that don’t know, when Facebook first came out it
was like the Wild West – there wasn’t much competition. When we first started
our ad spend expectations for clients started at $400 for a 3-week advertising
period and they would come out of that with 65 clients who paid $97 each. It
These expectations are no longer realistic.
Why? Well, let’s talk about supply and demand. Cost per
impression is how you’re charged on Facebook. You’re paying for every 1,000
times your ad is shown. For instance, our CPM back in 2015 for a paid ad may
have been $10-$15 dollars, but to show your add to that same group today might
be $50. When Facebook first came out there weren’t many advertisers. But, you
aren’t just competing against other local gyms, you’re competing for placement
against the local plumber, large national brands, ecommerce, etc… There’s only
so much real estate for ANYONE who is targeting that same audience, and as
Facebook became more popular, the demand for that real estate increased.
This causes your costs to increase.
If you were in business three years ago, you were spoiled.
Most people went all in on Facebook, which was absolutely what you should have
done. It was so great because it was trackable, you can’t see a direct return
for fliers. If it didn’t work well, you could just shut it off. If you dropped
$5,000 on a bad flier, you can’t just shut that off. You were committed.
Facebook also made it incredibly easy for just about anyone with a computer to
advertise their business. However, because of this, a lot of people don’t know
how else to market their business without Facebook.
That’s a dangerous position to be in.
We want to talk about some other ways that you can advertise
your business that are NOT just Facebook.
The first way to drive in more revenue is your website.
So many people want to say websites are dead but that’s
absolutely not true. 66% percent of customers will not do business with someone
who doesn’t have a website. 33% of customers will refer back to a website
before moving forward with doing business with them even after finding you on
So how do you generate leads from your website? First, it’s important
to have a great, fast and functional website. It’s not something you want to
cut corners on to save some money. SEO is next. We double down on SEO because
our BEST clients come from an organic search. I had a gentleman come in a few
weeks ago and specifically said he came in because we were number one on
Google. This man signed up for our highest package, and if we weren’t there, he
wouldn’t have become a client. You also need to look at the content on your
website. If you have a gorgeous website but no valuable content on it, it’s
useless. Blogs, like you’re reading here, are a great way to present valuable
information to the client and show your potential client that you are the
expert in your area.
How do you get that content out?
Social media! It’s so important to educate the unaware. Most
of the Fitness Marketing
that’s done in the industry reaches out to the very small percentage of the
population that already know and live the fitness lifestyle. The unaware is the
audience that none of your competitors are going after. So how do you get in
front of those people? This is where you can share your education blogs. You
can also create great video content. Share information that’s going to help
them. Provide them with value. Then you can create custom audiences around
people that watch your videos, or read your blogs, and then retarget
them with an offer. This allows you to give before you take.
The last, and probably least surprising way to generate
leads, is to create a great online review presence.
This is one of the top contributors in a buyer’s
decision-making process. Sometimes as business owners, it’s easy to get
frustrated with the review platforms because of the negativity that surrounds
them. If we think about this from the consumer’s perspective, it’s so much
easier to get online when you’re mad and blast a business than it is to take
time out of your day to say how much you appreciate the business. It’s your job
as the business owner to ask for the referrals. You can’t expect your clients
to just leave you 5-start reviews just because they felt like it. Some people
might, but most only do it when they’re upset. With that being said, if someone
leaves you a negative review, which is bound to happen, it’s imperative you
respond. Try to resolve their issue publicly and take it as an opportunity to
learn. You could find some issues in your business you were unaware of through
these. When you take the time to respond, it becomes apparent you genuinely
care about your client’s concerns and want to rectify the situation.