One of the things we shared at the Fit Body Boot Camp World Conference this past weekend is how the 80/20 rule of fitness marketing works….and how to make it work for you. It’s not enough to know that it exists; you have to know how to use it to your best advantage.
What the 80/20 Rule of Fitness Marketing Is
80% of your leads are going to come from these three sources: Facebook, your email list, and client referrals. You might have some deal-of-the-day site traffic or even some YouTube traffic, but 80% of your leads will come from here.
The remaining 20% of your prospects will come from other sources of fitness marketing, but if you want to get a serious number of your target market to find you, you need to focus on the big three I just mentioned.
You should have two primary goals in using Facebook:
getting people to sign up for your email list and bringing prospects through your doors with a really attractive low-barrier offer.
Getting people to sign up for your mailing list allows you to market to them on a regular basis, through the process of offering them valuable information.
It really starts off with you offering a lead magnet such as a free report, workout guide, or healthy recipes on your blog, site, and on Facebook in exchange for an email address.
Then you continue to give them valuable content, free fitness info products and occasional low-barrier offers. By doing this, you begin to establish yourself as a local expert with these prospects and become a familiar name to them.
A low barrier offer is an extremely effective way of marketing your business because its low price represents low risk to the prospect. The low-barrier offer also allows you to show prospects the results you’ll deliver, rather than just telling them, which makes selling them a long term contract much easier.
Either way, your email list or a couple of weeks of training in your facility enable you to get prospects to know, like and trust you so that you have an easier time of getting them to commit to long-term training.
Your goals with email marketing:
Your focus in email marketing is to establish yourself as a local expert and authority and get prospects from your mailing list and through your door.
Once you have prospects on your email list then it’s just a matter of regularly delivering great content (I suggest you email on a weekly basis) to educate, inform, and entertain. And from time to time to make your list low barrier offers like this one.
Making the most of your referrals:
There is no better lead source than your current client list as far as the quality of the lead is concerned. The reason for this is that your clients’ friends trust them and your client basically pre-sells the prospect on your services.
BUT in order to get referrals from your clients, you’ve got to wow them first.
My good friend Craig Ballantyne says it best: Make a promise, keep a promise.
This works two ways. First, you have to deliver the results that you promised to your clients. Second, you have to make them promise to help you build your business by bringing in their friends. That actually starts on the day they sign up with you because you’re going to make an agreement with them.
The agreement will be really simple and it’ll happen the moment they joined your program.
You’ll shake hands with them, welcome them to your program, and tell them this: “As I help you achieve your fitness and fat loss goals, can I count on you to help me reach my goal, which is to help more people here in community live healthier lives, by referring your friends and co-works to us?”
Now all you have to do is keep your promise of delivering those great results then regularly encourage your clients to refer their friends and co-workers to you.
You can do this not only by asking them, but through hand written thank you cards, handing out gift cards, and by giving clients a cash incentive though referral generation contests.
It’s easy to get carried away and overwhelmed with the complexity and sheer number of fitness marketing strategies. But nothing will do more to grow your business than focusing on these three funnels that provide you 80% of your new clients. Check how much time you’re spending on everything else and remind yourself that, at best, those channels are only worth about 20%.
Committed to Your Success,