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gym owners in this video we're talking sales funnels and how to use them to generate high demand for your fitness studio hi my name is patrick director of revenue here at loud rumor and joining me today is john the faracci sales consultant the sales consultant with loud room how are you doing today jonathan doing great thanks for having me thanks for having me today joining me is jonathan a member success consultant with us thanks for having me thanks for having me thanks for having me awesome so today we're going to talk about sales funnels and how to really leverage sales funnels to generate a high demand right of traffic into your studio for uh these gym owners and i think the first thing that we need to think about is what what is the goal of this sales funnel is to get more people in the door is it to generate a bigger list bigger audience that you can ever advertise to excuse me at a different time so jonathan what um you know what are your thoughts what are your perceptions sales funnel how to how can studio owners best leverage them in their in their marketing campaigns yeah absolutely um like you just said patrick it's important to first identify a goal with the sales funnel that you're going to create so depending on what your goal is if you're planning on building out a lead list for example like an email list something more passive and something you know where you're planning on nurturing the lead for for quite a while before they come in your studio then you want to think about you want to think about value first and think about you know getting someone to exchange their email for whatever you're offering so that could be a nutrition guide that could be a workout guide there's several opportunities there but you want to think about offering value there and then on the flip side if you're thinking more so you know we want to get more aggressive lead gen get them in the studio then um you know i think your offer has to be even better and a little bit different so that's maybe where you're thinking about a free class um some sort of challenge works well a free week potentially um and then getting creative with whatever you can add on to that so it's not just like another you know studio doing a free class or free week that can helpful what would you tell the gym owners the the biggest lever that they can push in terms of uh you know direct response marketing campaign lead gen campaign what's the biggest lever that they can push to see you know better success potentially in that case it's you know being willing to give away a lot for free that's where you can definitely generate the most volume of leads we see that across the board with the studios that we work with you know free offers always outperform paid offers um for for that reason that you know there's really no risk if it's if it's totally free and then if you have a good you know service and have a good sales process then conversion shouldn't be an issue even if it's a free offer yeah and that's a good point and and maybe it's uh it's something that studios don't want to hear but the biggest lever that you can push in direct response marketing is your offer right the better your offer the more enticing your offer the more likelihood that you're going to get people to opt into your offer because you have to think about direct response versus intent marketing so direct response is you know platforms like facebook platforms like instagram where these people aren't on those platforms to buy a gym membership right these people are on those platforms because they want to engage with their family they want to engage with their friends but they see an ad for a fitness studio and it hits them on an emotional level and the more that you can entice them through your offer the more likelihood that they're going to follow through on that opt-in and put in their information as opposed to someone that's coming through an intent channel like you know youtube or google where they're searching you know gym near me or kickboxing to me or whatever it may be there's more intent there so you don't have to rely much as much on the offer i mean it definitely does help right but in direct response marketing the biggest leverage that you can push to drive more of a return is going to be that offer so that's that's the biggest thing i'll say and then you know we talked a little bit about direct response advertising in terms of lead generation right but i think it's important to what jonathan was saying is is think about leading with value as well there's only really a couple of ways to get someone opt into your your your studio for lead generation right you you lead with value or you just ask them leading with value takes a little bit more time right we're just collecting information and delivering and uh delivering whatever it is that uh you know we've decided to give them once they've opted in like you were talking about nutrition guides and all that good stuff but that allows a studio to build a list of contacts that they can market to at any time and the great part about it is it's significantly cheaper than just asking for someone to come into the door right your lead cost your cost per lead is going to be significantly lower for someone that you give a free download to versus someone that you're asking to come into the door and the great part is now you own that data right that information is yours that first name that last name that email that phone number those that's your information to use uh in your future advertising campaigns you can remarket these individuals at another time or um you know you can you can reach out to them through email and text because they have opted into to your offers so the next thing to think about is is the landing page and jonathan what do you feel like is one of the biggest drivers in uh a successful landing page for you know a sales funnel yeah absolutely so let's start with the basics first when we're thinking about a landing page the goal of a landing page should be to capture a lead so with that being said you want to have the offer that they're clicking on to get to your landing page match the offer on your landing page i've seen a number of studios that they have different offers like from their ads their landing page that's super confusing and your your campaign's just not going to perform as well with any confusion so keep it simple so simple i think i heard one time from someone a a marketer like so simple that like literally a fourth grader could understand the offer and next steps so stupid simple is gonna be key with that being said a couple other things here would be like keeping the lead form above the fold so like right when you like right when your prospect clicks on that lead on that landing page they're seeing your lead form right away because ideally they're clicking on your landing page because they've they're interested in offer so why not just get them to submit their information right away now not everyone is going to do that of course some people are going to like seek out more information which is fine and in that case in addition to keeping it simple and having your lead form go up the fold you also want to have some urgency and scarcity around your landing page so urgency would be for example um it's a limited time offer right the offerings in three days and so um i've seen high performing landing pages that will literally have like a ticking um time box like right above the lead form and so there's that urgency there that's really effective and then scarcity is going to be another thing that is going to drive leads when people get to your landing page so scarcity would be it's enough it's a limited um it's limited to a number of spots right so like maybe it's like the first 20 people that's super effective as well you want to have that on your landing page in addition to that if you've got people scrolling social proof is going to be big so whatever you know if your offer is for a free week it would be super helpful to have some testimonial videos some pictures of before and afters that's going to show that your studio is actually awesome maybe some community pictures we know that community is super important so with all that being said colors that pop usually works well not having too many colors again we want to keep it simple and then lastly if we're thinking way more advanced here um well maybe not way more advanced but slightly more advanced we're thinking about what would the ideal customer what would your ideal customer respond to so having pictures of the ideal customer which should be easy right because ideally you already have ideal customers and so you're sharing those testimonial videos social proof should all match up to what your ideal customer would want to click on and what would appeal to them and if you guys want to learn more about how to create an ideal member or a deal customer in the description below there's going to be a guide on how to create the perfect ideal member for your fitness studio so feel free to click that link and give it a download but jonathan you bring up great points uh you know obviously something to keep in mind is if we can if we have the capability do the things that jonathan say but let's see if we can a b test in some capacity right and if we do that what's super important is when you're testing test one thing at a time because you're not gonna know if it's gonna work or not if you're not testing that one thing right so if we're going to test let's just test headlines right or let's just test the call to action button color or let's just uh test what's the call to action on that button itself so thanks jonathan for that and then i think the next thing to talk about is after a landing page what are some of the next steps that you know these studio owners should take into consideration for a really high performing sales funnel yeah absolutely so um next steps you know what i've seen work really well um with different videos would be a scheduler um so you can you know they're opting in uh the lead is opted in with their contact information and then it's like oh wait like don't forget schedule your first workout right schedule your first class schedule your orientation right depending on what type of studio you are it's going to vary a little bit that's super helpful because the lead is going to be really hot as soon as they opt in and so typically you can capture more than 50 of your leads right into an appointment which would be the next step anyway to get them in and then of course sell them a membership so that's going to be awesome now if they don't book or you don't have the ability to set up a scheduler that's okay the next best thing would be setting up some sort of automated nurture so via text even a voicemail drop not the biggest fan of that but still a good backup and then an email as well could be helpful so some automation um where you know the lead is opting in and if you know again if they're not scheduling or if you don't even have the scheduling capability they're getting uh they're hearing from you right away and when you know there's all sorts of data around how quickly you reach out to a lead um will determine how likely they are to become a customer at your business so very big opportunity there anything else to add to that no it's a good point yeah leveraging automation to help you in that process but don't rely on that automation right you know especially the booking side of it jonathan is absolutely right that person in a direct response campaign they're super excited they want to get going give them the opportunity to schedule their first first class but not let's not just rely on the automation because this is a relationship driven business industry so we want to make sure that we're continuing that follow-up process whether they scheduled on that booking page or not you need to have someone from the studio reaching out following up these leads and getting them in the door because if you don't we've seen it all the time they're not going to come in right if you think about someone that comes in through you know a direct response campaign they opt in they're super excited think about all the other distractions there are in life they're going to like they're going to be on to the next thing like that so leverage that automation to get in front of them right away and then leverage your team or yourself to do that manual follow-up in terms of getting them in the door and getting them scheduled even if they do book themselves call them thank them tell them how excited you are to get them in the studio uh you know qualify them a little bit more and then confirm their class and and get them in the door so i think that's extremely important to to touch on is leverage automation but don't rely on automation absolutely and just to add to that i would say you know take it a step further you want to have these things scripted out so both on like the automated nurture you want to think like what is your ideal customer going to respond well to to get them in for a booked appointment additionally you know of course like patrick's saying you want to manually like reach out with phone calls with text messages even potentially emails and again all that stuff should be scripted you know you shouldn't sound like a robot but your your sales associates or whoever's calling these leads should have a game plan in place that's going to lead to a high appointment conversion awesome well we did cover a lot thank you jonathan i appreciate you taking the time we do go so much more in depth in our lrvt program our consulting program so if you want to learn more about the strategies that we use to help fitness studios generate tons of leads across all these various platforms that we talked about and how to create really great sales funnels feel free to click the link in the description below loudrumor.com forward slash discover and if you like this video please give it a like and subscribe for more videos just like this one [Music] [Music] [Music] you