Marketing

Why You Need To Share Your Enthusiasm (More)

SPRING THREE | SERAN GLANFIELD

Is your studio or fitness business in alignment with who you really are?

As a leader, your fitness business is a big reflection of you. This has likely evolved from your own personal view, philosophy and mindset around what you do.

Having passion for what you do is essential for success << TRUTH

And that passion for wellness is probably the reason you do what you do. You set out on this path because you had more than a little enthusiasm for what you do. Alongside that you had the desire to share it with others.

Speaking passionately about something you love, naturally draws others to you.

Have you noticed how really charismatic people express themselves articulately and have just the right amount of self- confidence - a confidence in what they do or stand for. They talk about their passion in a rich and clear way that draws people in.

And… did you know that charisma can’t be faked because the verbal and non-verbal cues have to be consistent and not conflict with one another.

Your body language shows your natural charisma - you are always sending out signals that are being perceived by those around you - whether you are aware of it or not.

But, we all know that your body language reflects your state of mind. If you feel anxious, your face will show it. And if you feel nervous, your body will show it.

So charisma starts with your mental state!

And, when you are talking about something you are passionate about, you are naturally at your charismatic best! Because what you are speaking about is fascinating and beautiful to you :)

So, if you feel like you’ve lost the spark, perhaps it’s time to tap back into your own natural charisma? To rediscover that passion and vibrancy that gets people listening?

Here are a few questions for you to think about:

  • What is the root of the enthusiasm you have for what you do?

  • What got you excited about it in the beginning?

  • What is it you love about what you do?

Being enthusiastic about what you do is absolutely essential for inspiring others to join this journey with you.

Your purpose is your vision for the impact you make on the world with your unique set of strength, talent and experiences - your drive and commitment to the future.

And, it is your combination of passion and purpose that makes you stand out. Don’t let that light go - it’s your secret weapon to success!



Good luck this week!
~ Seran

xo


Build a better website: 3 tips for fitness & wellness studios

I’m super excited to share with you this amazing article from my friend Connie who is amazing at all things websites (especially when it comes to fitness studios). Check out what she has to say about building a better website…. Enjoy! :)

~~~~~~~~~~~~~~~~~

Build a better website | Spring Three Pixality

It’s no secret that your website serves an incredibly important purpose for your business. It’s where potential clients come to find out who you are, what you do and what you’re all about, and it’s where new and returning customers can check your schedule and book classes or appointments.

But your website is also so much more than that.

It’s an opportunity to take your customer on a journey— one where they ultimately become the type of loyal client who recommends your studio to all their friends.

I know it sounds a bit like marketing magic, but think about it! If you go to into a shop and it’s absolute chaos and you can’t locate anything you need or flag down the help of a sales assistant, are you likely to keep coming back or recommend it to a friend? Not likely!


Your website works in a similar way. You can’t just lead your customers to your website, and then leave them to fend for themselves. You need to figure out what journey you want them to go on in order achieve the most desirable outcome, then make their next step ridiculously clear.


But how do you do that, exactly? By taking these three steps!


1. Understand your customer

For the average fitness or wellness studio, there are only two different types of website visitors. First, there’s your existing customers who need a quick way to access their account, check how many passes they have left and sign up for their next class. They’re going to skip right over most of the content on your website enroute to the page where they can get things done.

Then, you have your new potential clients, who could still be in the researching phase of their buying decision. This group is who most pages on your website are primarily for. They need service descriptions, answers to questions and welcoming first step towards attending their first class.


You want to make it as easy as possible for both groups to get exactly what they need — and fast.



2. Be a good (web) hostess

Now that you know who your website is for, it’s important to use that information as a filter to determine what should even be on your website. Remember, just like your business, your website is not for you— or about you! It’s about the transformation you can provide your clients. So look at your home page through the eyes of you client. What are the scanning for? What jumps out and grabs your attention? Is that inline with what you know to be true about the actions they need to take?

The most obvious place to start when it comes to creating a website that ‘flows’ is your main navigation — the menu bar that normally sits at the top of the page. The menu items in this section need to be relevant for both your customer groups. Plus, you don’t want to overcrowd it and give your customers decision fatigue! A good rule of thumb is to stick with 7 or less choices in your main navigation and minimize complex drop-down menus when possible.

For your existing clients, you’ll want to make your Schedule and Pricing links are prominent and clearly labeled. Resist the urge here to hide them in a drop-down menu or give them cute, branded names. Clarity wins out over cleverness everytime!

On the other hand, your soon-to-be clients will likely need more information before they’re ready to jump in. This is where your About and Classes pages come in. You may also want to consider having a page titled Start Here or New Clients to have an area to speak directly to newbie concerns. (Tip: testimonials from actual new clients and an FAQ section are great content for this page!)



3. Link it all up

Now that you’ve got intentional pages in your main navigation giving your website visitors the first step in what they’re looking for, it’s time to finish the tour and guide them to their final (at least for today) destination. This is done by including a single button with action text (called a “call to action”) at the bottom of each page.


For studios, all roads ultimately lead to a page where they can either book or buy: typically those all-important Schedule and Pricing pages we mentioned above!

You may also want to create a page just for your intro offer, so that anytime your call-to-action is for your specific intro offer you’re able to link directly to a page where they can easily claim that offer, not be directed to your general pricing page with a slew of options they have to sift through.


However you design your book and buy pages, allowing your website visitors to checkout without leaving your website builds trust and makes for an even more seamless customer journey. To do this, check with your studio scheduling software to determine if they offer embeddable widgets.

New to using widgets? A widget is a powerful piece of code you can cut and paste that will bring key functionality from your scheduling system onto your website allowing your clients to purchase and book without ever leaving your site. MINDBODY’s system of widgets (called Branded Web) are available with all subscription levels. You can watch a tutorial on how Branded Web widgets work on Squarespace websites here.



Want to make sure your studio's website has everything you need to attract and convert your ideal clients?

Get Connie’s FitBiz Website Checklist for free here:

https://pixalitydesign.com/fitbiz-website-checklist



SPRING THREE -

Connie Holen is a digital strategist, designer and Certified MINDBODY Business Consultant. She specializes in helping fitness and yoga studios make a name for themselves online by creating websites that are easily found, easy to update & give your customers an amazing experience with your brand—both online and in the studio. Learn more at pixalitydesign.com





How To Prepare For Taking Time Out Of Your Business

SPRING THREE

Over the past few years I have helped quite a few business owners plan for taking  time out of their businesses. Whether it’s to have a baby, take a trip, focus on a different project or for other health reasons every single one of them have successfully stepped back from their business and then been able to step back in.

All of these people took similar steps to make their transition successful. I too have been through this process - more than once! I've spent the past few months preparing for the arrival of baby #3 and setting up Spring Three to continue without my daily presence 

So, if you want to take that 3 week trip, invest in a new training program or simply know that you can’t keep going at your current pace… read on. I want to share with you how I made it happen and what I have seen work well for other studio business owners.

Plan

Ok, shocking I know! When it comes to taking time out of your business, you either choose to make it happen or you are forced to make it happen. Either way, your business will survive, (and do well) if you plan ahead. 

Time to make some decisions:

  • When will your time off begin

  • How long will you be "out of office"?

  • Do you intend to be totally out of contact for part or all of that time? 

  • How does your time-off change the goals you have for your business?

Once you have these parameters set, you can begin to really plan. Let’s dive in.

What will need to change?

Often business owners are such great do-ers they forget how much they DO in their business. So, start with a complete brain dump of all the things you do in your business.

Then take a look at that list… 

  • Is there anything that can get cut while you are out? 

  • What can be completed in advance?

  • Can anything be automated?

  • Can the rest be delegated or completed after you return?

Next, let’s tackle the financial element of you leaving your business.


Work through the financial implications

You will likely need to review and adjust your revenue goals. If you are a big revenue generator inside your business, you’ll need to allow for that when setting a new revenue goal. 

  • What about your income? 

  • Do you plan on paying yourself? 

  • Do you plan on taking a pay cut?  

  • Who will take on some of your responsibilities and will you have to pay them more? 

  • What other costs are associated with delegation?

Managing the financial impact of your time off is crucial to sustaining your business. Be prepared!

Operations

Let’s talk a little more about how your business will continue to run without you.

Who will help you?

If you have a team, let them know your plans early. BUT, only let them know once you have a plan! If you tell your team before you are prepared, you may cause unnecessary speculation and worry about their future in your business.

The key members of your team should be told in a one-on-one situation. Depending on the size of your team, you may want to communicate this news over coffee with each member of your team. If you want your team to stick around - this is an in-person conversation!

Be sure to let them know your dates, who and how the business will run while you are out and your expectations of them during that time. Be prepared to answer lots of questions or no questions at all! Be clear with them about how you plan to communicate with them and how accessible you will be.

If you are delegating tasks to your staff, you will want to train them on their new responsibilities. Another reason to start planning early! Document everything, write out checklists or create step by step instructions. Spend plenty of time with your team working through all the things you’ll want them to take care of while you are out. Be sure to let them know how you want them to share business updates with you.

  • How often will you be checking in?

  • What will you want to be told about immediately?

  • How should your team get in touch?


Top Tip: Start not doing things sooner rather than later to make sure you are leaving things the way you want them.

Phew.

Once you have done that... it’s time to tell your clients.


Telling your clients

Again, this should be done early to prepare them and manage expectations.

You may want to transition clients to other teachers your switch-out your regular class times with another instructor.

You will need to make sure your clients feel very well looked after during this time. This is so important! Especially if you have a strong presence in your studio, are a lead instructor or are responsible for client service, you will need to think through how to manage your clients in this transition. 

Be sure to address any potential concerns. Let them know you are coming back, your general plan for while you are gone and when they should expect you see you again.

A personal note sent via email or a notice in the studio are both great ways to share the news. But, for your top spenders, you’ll want to speak to them in person.

Finally, do something fun with your team. During any period of change you want to imprint a sense of empowerment among your team and your staff. Why not go bowling, plan a movie night or do an escape room… all fun and bonding experiences!

Above all, as you enter into the next chapter, remember to be flexible! 

Things will come up you weren’t expecting, things might get messy or not go to plan.  That’s ok! Thinking through the different scenarios during your planning process will help you and your business remain strong and sustainable regardless of the challenges that might arise. 


Good luck & go for it!

(and enjoy that time off!)


Top Tips: Building A Referral Program

SPRING THREE | FITNESS STUDIO MARKETING

Word of mouth marketing ranks high on the list when it comes to ways to grow your client base.



In fact, it is pretty much the most common answer I hear from studios when I ask them about their marketing efforts and how clients find them


Referrals are awesome for your business. We love, love, love them.

Why do they work so well to bring business? Because you’re more likely to trust the recommendation from a friend who you know and who knows you!

92% of people trust recommendations from their friends

I mean, there is nothing more compelling than hearing a trusted friend give rave reviews of something (it’s the reason I own a weighted blanket, an aromatherapy diffuser and a Yeti cup!)

Now, you don’t need to wait around for them to come to you. You can encourage referrals from your clients and having a referral program is how.

An effective referral program can really super charge that process and create a win-win for you and your clients. It’s a pretty low-cost way to bring in new clients and data shows that clients who are referred by their friends are more likely to buy more and stay longer.

Another plus - your clients get to mix their workouts with some social time ❤️

Having a steady flow of new clients come through the door is up there on the list of priorities when it comes to business building and long term success.

So, let’s get your referral program buzzing. How?

Have a compelling offer that is appealing to both your existing client and their friend. You can choose to reward only the client, but incentives for both your current client and your new client help make it a no-brainer to give your services a try.

Keep it simple. Be clear about what the incentive/rewards are. If you over-complicate it you risk losing interest from both your clients and their friends

Nurture the new relationship. Your client has trusted you to deliver a phenomenal experience for their friend - don’t let them down! Go the extra mile and take great care of the new relationship with a service-focused onboarding system with lots of touch points to check in on them and make sure they are having a fantastic client experience.

Tell people about your program!!!

Your clients get hit with many, many marketing messages each day... don’t let yours be forgotten. Repeating yourself often helps to keep this opportunity at front of mind so mention it in your email blasts, put signs up in your studio, and generally talk about it twice as much as you think you should.

** It is common for referral programs to not get a ton of love and attention. :( Many studios have one but don’t tell their clients about it frequently enough - don’t make that mistake! Keep it relevant and well known to everyone in your community! If you do a good job promoting your program - it will deliver for you!

Clients who join your studio community as a referral tend to stay longer, spend more AND the initial sale is much, much easier. 

Plus, you know what they say, friends who work out together, stick together.

(Well, maybe that’s just me)

But, if your clients bring their social circle to your studio then they are more likely to stick around longer in your studio. It can only mean good things for you.

So... encourage your clients to bring their friends, entice them with a compelling offer and woo them with your amazing studio and services!

Good luck!




How To Connect With Your Clients (and sell to them too!)

You hear me talk a ton about branding. I love a strong brand with a strong brand message that you can immediately associate with - or not!

Spring Three | Fitness studio marketing



I love branding because it is the heart and soul of what you do, it’s what makes you unique and memorable and distinguishable. Strong brands have a real awareness for what they do - and that is very special. And when I work with the amazing studio owners I am fortunate enough to go deep into what they are all about.



To succeed in your business, you must know without any doubt that your product or service is beneficial to the client. You have to know and understand the value you offer and deliver day in day out.



And then, you have to know how to connect what you do with what your clients want.



If the consumer or client is not happy - you do not make money. 



Getting someone interested in you and your product, starts with being sincerely interested in them. 



Why are they here?

What do they want?


But sometimes it’s not quite as easy as simply asking those questions. Sometimes your clients don’t really know for themselves. So, you have to be a bit of a detective to figure this out.

When you are selling anything , you must ask questions to understand.

And - remember to listen. 

Understand the problem and be a part of the solution.

The number 1 secret to selling is : Understanding the needs, hesitations, frustrations and fears of your clients. 



70% of all buying decisions are made based on how a person feels. Emotions and intuition plays a huge part in the purchase decision.



Every single one of your clients have their own set of fears, frustrations and hopes (no matter how they seem on the outside). 



Remember clients don’t always really know what they want - they can’t verbalize it. 



And, if they can’t figure it out… it’s part of your job to help them to connect the dots.



I have found that it becomes very easy for studio owners to forget about the incredible value they bring to the world.



It can be easy to lose sight of the truly amazing changes your clients achieve with the help and support of your studio.



Finding the right words to convey what you do is crucial to making the association between what your client is looking for and what you are able to offer them.



I love helping studio owners rediscover the impact they have on their community and truly understanding the value it adds on both a functional and emotional level. 



If you know how it helps - you know why it is appealing.



So there you have it, selling begins when you are asking the right questions, listening and learning and helping your clients to make the change they want in their life. 



If you do these things, the opportunity to nudge the client to visit more frequently, refer their friends or become a member will present itself - and that is the perfect time to make the sale.