Capturing the number of leads you need to grow can be a struggle, especially when you’re busy running your gym! Whether you’re looking to fill your current space or planning to scale and expand into additional spaces, it’s critical to have your lead generation on autopilot so you can come in every morning to a full list of leads waiting to be signed up. Let’s jump straight in and break down that process to show you that it’s not as difficult as you may think to capture these leads.
So, what do we need to start? Four things:
1) Your Brand
2) Your Offer
3) Consumer Awareness
4) and a Smooth Capture Process
First things first, your brand: We’re looking to do more than just show someone your logo, we need to influence trust, build credibility, and showcase what it’s like to be a part of your brand. Remember, your members make up a significant piece of your brand, and it’s important to demonstrate what that actually looks like to space yourself from the competition.
Next, we need to give the consumer a compelling reason to interrupt their daily life. People like routines, so your 5% off this month probably isn’t going to influence as much as we’d like. Instead, try to think outside the box, what seems like a significant amount of value to your customer, when in reality costs you very little? Offering their first month free or a gift pack if they sign up this month are great examples here.
There are a million ways to drive awareness, but the easiest to leverage are your Social Media Channels, Digital Ads, Front-of-store ads, and referrals from your current members. You can use apps like Canva (easy graphic design) to create a graphic outlining your offer in your colours and promote it within a couple of minutes to your Facebook following and their friends. Taking this to the next level, use Facebook to promote your ad, but instead of just your following, target people within 10 km of your location and add a single interest like healthy living, or gym. The key here is to predict intent, try to focus on who is likely to start a gym membership in the next three months, rather than someone that already has a membership somewhere else (they’ll be harder to switch).
Step four – your capture process. What does it look like at the moment? A simple form on your website can work, but it will work much better if you a) only collect the information you need, and clearly explain why you need it *we’ll only use your phone number to call you directly* and b) if you can link it to your offer. A form that says “Get your first month FREE!” will convert more than just a “Contact Us” form.
And that’s it, the four steps to start automating your lead generation. It seems simple, and it definitely has it’s nuances, but it’s important to get started, you’ll refine it with time.
If you need any help to grow your gym, don’t hesitate to get in touch. Otherwise let’s grab a coffee and talk about your specific needs.