Empower your business with airSlate SignNow's leads prospects funnel for marketing

How to create outlook signature

now if you're marketing nerds like we are you've probably heard of a funnel before but most gym owners have no idea what that means so today we're gonna walk you awesome gym owners and fitness professionals through two types of funnels to attract leads and make more sales hi my name is patrick and i'm the director of revenue at labrumur and i'm mckenna i'm the marketing manager here at loud rumor loud rumor is a digital marketing and consulting agency for fitness studios we usually don't enjoy when youtubers tell us who they are in the first 30 seconds of a video because generally we don't care at that point i mckenna we just want some value but who we are is not as important as who we work for which is loud rumor you see we've had the privilege of working with over 2 000 plus studios across the world and after spending millions of dollars a year to run campaigns we know the types of funnels that drive gyms and studios more leads so sprout social defines a marketing funnel as a path that your customer travels through from the initial stages from when someone's learning about your business to the purchasing stage marketing funnels map routes to conversions and beyond okay so let's unpack this visually so let's draw a funnel wow that's a great looking funnel we've got jokes folks now that may look like a upside down snowman it's a funnel i'm really glad i didn't make you the creative manager so now depending on who you talk to these stages in the funnel they can be referred to as top of the funnel middle of the funnel bottom of the funnel or awareness consideration and then conversion or cold warm or hot in theory the farther the longer your prospect is in the funnel the more likely they are to convert into your upper okay so the two funnels we want to dissect are what we call the value focused funnel and the lead focus funnel neither of these are better than the other and at the end of the day marketing is all about testing what works best for your demographic and your audience we will say this the value focus funnel is a longer play that may result in lower cost over time while leads focus funnel may produce faster results at a higher cost the key word in that statement is may you have to run campaigns test and compare results to see what works and absolute for you though if you have weak offers in either of these funnels you will have weak results period in direct response marketing the offer is leaps and bounds more important than your creative and messaging if you have an absolutely irresistible offer you can get away with weak copy if you don't have a strong offer you'll need the best copywriter in the world to make up for it and even then it's probably not going to work so let's break down these two funnels see see my my my one looked like an upside down uh snowman his more looks like a hot dog but tomato potato all right so we will start with breaking down the value based funnel so with the value based funnel what you're going to do is you're going to have three different sections just like we had mentioned before in this first section is going to be the brought this is casting the right net for you so in this instance for fitness studios right you generally want to stick with let's say 25 to 55 year old women within a five mile radius of course that are female so you're casting this big net in the broad but it has to make sense for your studio and when you move down to engaged we're going to cover these but make sure you are including these uh top of the funnel into your engage which is the next funnel yep so your audience essentially is going to stay the same the the broad-based audience you're just going to layer on some things like are they a social media follower of facebook and instagram have they shown have they seen any of your ads have they saved any of your posts and then as we get down into the retargeting funnel same thing have they visited your site or taken an action on your landing page are they pixeled um and then of course are they an email subscriber so what content do you serve to move prospects through this journey i'm glad you asked so in the top of the funnel this is where you're going to want to serve ads that are two blog posts that are two youtube videos you're essentially just serving valuable content that makes these people aware of who you are what you do and provides them value maybe this is something along the lines of a blog post on the top 10 exercises you can do from home during the day to ensure that you are not a couch potato recipes recipes like you want to bring awareness to an issue that they don't know that they have yet essentially so with our engaged funnel our middle of the funnel here what we want to do is serve these people testimonials uh you know of your members social proof you want to differentiate yourself from the marketplace like no mirrors no treadmills shout out to 45 or you could do at-home workout guides free nutrition guides in this stage of the funnel you can start sending them to landing pages to download some type of guide for putting in their information because we want to make sure that's how we get them to the retargeting stages is they visit our site or they visit our pixels or you know they have had an email with us before and if you guys want to know more about how to make testimonial videos we've we've actually done a video in the past just go ahead and click the link in the description below and then to get them in the retargeting stage to convert into our offer this is what's most important we want to have an irresistible offer okay so remember earlier when we said you should spend 60 of your time and money at the top of the funnel well you're probably thinking this is gonna take a lot of time to get a lead in the door and you're probably right if you're only spending like a thousand dollars a month like most studios however if you can be patient or spend more money you'll actually reduce costs over time and convert more leads into paying members because the prospect at this point knows likes and trusts you and they're ready to buy think of it this way people always ask me why do google ads convert so much more than facebook or instagram leads in terms of memberships closed it's because they essentially skipped over the top of the funnel stage that they're already aware of their issue they're down here they're just going to go to google and look for a close gym near them with an irresistible offer think of it this way people always ask me why do google lead ads convert so much more than facebook or instagram leads in terms of memberships close it's because they essentially skipped over the top funnel of this stage they're already aware of their issue they need to lose weight they need to do that now they just search google for the closest place for the best offer so they can get started quickly does it make sense okay so now we want to break down the lead focus funnel so now this type of funnel still works but it's getting a little more expensive ing to digital marketer a facebook and instagram ad costs have risen 89 year-over-year now this can be scary for a lot of small business owners but if you're only looking at cost per lead as your key performance indicator you're going to scare yourself out of the marketplace which will be detrimental to your business a better indicator of performance is your cost per acquisition compared to your lifetime value of a member your cost per acquisition is all of your marketing costs all of your sales costs divided by the number of customers sold so let's say you spent two thousand dollars for marketing and you spend another twenty four hundred dollars for sales that's 4 400 and you sold 40 memberships so you would take for your cac you would take that um 4 400 divided by the 40 memberships would give you 110 per membership now okay so we're not done there because you needed to compare that 110 dollars to whatever your lifetime average value of a member is to ensure that you know you're making some money okay so let's say your average lifetime value of a member is uh 1500 you just take the average membership 150 times 10 months how many of you would spend 110 dollars to make 1500 every single time if you would comment wu tang below [Laughter] i wonder how many people are actually going to get that reference i don't get it cream so did you make that wu-tang comment below if you did you forgot one important thing that 1500 isn't profit so are you really making money here to understand your profit you need to take your lifetime value and multiply it by your net profit margin okay for this example let's just assume that your net profit margin is 20 so if you take 1500 by 0.20 that would equal 300 okay so we took that 1500 uh and times that by our net profit margin and that gave us 300 that's essentially what we can afford to spend to acquire a new men pro new member excuse me profitably after we ran our cost per acquisition in this scenario we now knew that we spent 110 dollars to acquire that member so that equals uh a hundred and ninety dollars in profit so are you still making that investment if you are making that investment uh comment wu tang for life if you're gonna go make it i'll make that deal all day because i know that my campaigns are profitable and i can still work on lowering my costs improving my net profit margins and of course optimizing my campaigns if you want to learn how to lower your sales costs and drive more referrals to boost profits you can grab a free copy of fitness selling secrets and we've linked that in the description below so back to lead focus funnel your audience will generally be the same but your intent is where it's different here we're leading with value right we're doing just free stuff here we're giving them free stuff we're building awareness to our brand we're making uh individuals um understand and know that they may be struggling with an issue and then we move them into giving them valuable content where they opt in maybe it's just an email address and then we retarget them to an irresistible offer so what's different here is all we're doing is asking for the offer every single time we're asking for it here we're asking for it here and we're asking for it here this is your irresistible offer so what's most important again is still your offer but your messaging and your creative play a much larger role in the campaign structure you're essentially asking your prospect for a first kiss before you even take them to dinner or a movie in a lead focus funnel you must own the message so what i mean by that is you are essentially targeting your ideal customer through the copy and then use that in each step of the funnel the best way to do this is to interview your members and if you do just that you'll be so much more successful in your marketing than the gym across the street because this is where most gyms or even agencies they don't focus the message ask them why did they sign up what hesitations did they have about signing up where in the process of signing up did they get the most excited what keeps them coming back what's their favorite workout what's their least favorite workout what do they do for exercise before finding your gym ask them where they work ask them how many kids they have ask them if they even have kids ask them their favorite tv show ask them their favorite movie you need to know your ideal members so well that you begin to think like them why so you can write ads for them some great books to help with this are ogilvy on advertising breakthrough advertising scientific advertising and the wizard of oz so those are the two digital marketing funnels gym owners are using to drive more leads and sell more memberships both are good strategies and we encourage you to test both just remember don't be as worried about the front end performance indicators you know know your numbers and compare your cost per acquisition to your lifetime value to ensure you're profitable and figure out how to scale your profits from there if what we share today sounds like a lot of time a lot of work or you don't even know where to begin give us the opportunity to show you how we can save you time we can save you money we can help you increase profits just by jumping on a no obligation strategy call you know with our team and we'll share some quick tips and strategies that you can easily use to get started with today and if you found this video helpful please give it a like and subscribe for more videos just like this one [Music] you