Marketing

One Easy Way To Grow Your Biz!

As a studio owner, your email list is one of the most powerful tools you have at your fingertips - literally! 

It's a direct line to the attention of your past, current and potential clients.

Spring Three Email Templates

But from conversations I've had with studio owners and managers, I know that the fear of being overly intrusive is very very real.

But I'm here to tell you that you shouldn't be quite so worried about showing up in the inboxes of your clients.

Here's why:

70% of ALL businesses send a follow-up email to new clients

20% of those send a second follow-up email

You still have a one-in-five chance of getting a response from the second follow-up and a 25% chance of hearing back from any other follow up emails you send.

Yeah - pretty interesting numbers right?!

So what does this mean for you? 

If you want your business to make the most of that email list you have built over the years, you have to use it!

Giving clients the opportunity to engage with your studio is part of properly representing your business

Now for some more data.

30-50% or more of new clients won’t come back to visit your business within the first year. Ever.

That’s a lot of missed opportunities!

Imagine if you could re-engage them? Imagine what that would do to your revenue? Imagine if you had never lost them to begin with?

Deciding how and when to send those follow up emails can be tricky. Especially if marketing isn't really your jam.

So it’s natural (and easy) to do nothing in order to avoid coming off as pushy or annoying.

I get it. Finding the right balance is tough.

Here's the key - it's all about having a system. And you, as the business owner, get to design a system that works for you.

That system could look like a welcome email to a new client before they arrive with details of what they should expect.

It could be a follow up email after their first session to see how it went.

And, it could be a couple more emails to that new client to make sure they are enjoying their experience and offering a little more guidance on how to get the best out of their time in your studio.

This follow-up method doesn’t just apply to new client.

Heck, no!

Check in with all your clients regularly, after a particularly tough workout or on a special occasion.

Remember that client who came every week for months but you haven’t seen for a while? Or that client who took a vacation… and then never came back. 

And the best part? This can be automated so you don't need to be sitting behind your screen to make this magic happen!

Following up adds real value to your business. As in, boosting-your-bottom-line type value. Be proactive and consistent with your emails. Use them to educate and guide your clients through your business. Above all, make them easy to read and relatable.

Not sure what to write? Get my email templates you can swipe and use in your business today >> CLICK HERE AND GET ACCESS NOW! 

Using Hashtags - Your Guide

You’ve probably seen this little # around over the last couple years. It’s becoming an increasingly popular way of searching for information and like-minded folks online.

There are two reasons why I think you should start using a #

1. Hashtags have power

2. Hashtags are easy to use (crazy easy)

... And you can harness it for your business. A.Mazing.

Let's dive in shall we?

So, what is a hashtag anyway?

When a hashtag (#) is used as a prefix to a word it becomes searchable on social media. If that word is searched then your post will be part of the results. Hurrah!

Beware: Hashtags are specific.

They behave differently to Google or other search functions in that if you use #pilates it will not show up in searches for workouts or yoga.

Hashtags allow your content to be found.

Without hashtags, you are not capturing the potential of social media (particularly Instagram)

Sounds great. Should I make up my own?

It can be fun to use hashtags specific to your picture or business. We see it often, and it can be entertaining. For example; #thepilatesglow or #onlyhappywhensweaty

But for business, you want to be found. So using hashtags that are so unique that no one will search for them kinda defeats the purpose.

Here's what works:

Using your local town will help clients find you

Using industry-relevant hashtags will help you get found

Using challenge specific hashtags will help you get recognized in your community

Ok, I’m sold. Make me a hashtag pro!

Instagram allows the use of up to 30 hashtags. I recommend using many (up to 25) in your posts so that your followers can add their own in your comments.

Sounds like a lot of typing.

Nope! There is a super easy way to add these hashtags to every post. Keep reading to find out the secret!

You may have noticed that some people are using a lot of space around their hashtags.

The latest technique is to add your hashtags as a comment beneath your initial post. That way your post still is very “findable”, but you aren’t taking up space in the comments section.

If the comments line is longer than a few lines it just gets a […]. To do this, when you create your note you add five lines with a period (.) at the beginning of each and on the last line add your hashtags.

Now, here is the secret!

This is much easier done OUTSIDE of Instagram!

 

Wait - what?! I need a step-by-step.

Open a Notes or Evernote (or similar app) and enter a period (.) and hit return. Do this five times. Then enter the hashtags you want to use.

Here are some suggestions to get you started: #workout #thesweatlife #healthylife #youcandoit #fitfam #fitspiration

Also add:

# <insert your local town>

#<insert your workout> e.g #pilates #barre #TRX #workout

For example, if you are a pilates instructor you could use the following (just copy and paste this!):

 

.

.

.

.

.

#pilates #pilatesinstructor #teasertuesday #pilatesstudio #reformerpilates #workout #thesweatlife #healthylife #youcandoit #fitfam #fitspiration #pilatesnewyork

 

Ready to post?

Go to Instagram, upload your photo and add your comments to your picture as normal. Then post as normal.

Next, go to your notes and copy your hashtags including the lines that only have the (.)

Go to Instagram and paste as a comment beneath your post.

Congratulations - you are an #instapro!

See what I did there ;)

Keywords That Get Results

Are you responsible for writing marketing copy for your business? 

If so, some keywords are proven to be the most persuasive at encouraging people to take action and engage with a business. Interested? Read on...

The ultimate objective of any marketing copy is to support and drive revenue or sales. Whether that is by retaining existing clients or attracting new ones,

you are attempting to influence a behavior that results in a positive outcome for your business.

In short, you want people to transact with you.

If you sold widgets, you would tell people what your widget does, and why it’s the best widget for your client. Perhaps it's the cheapest or the smallest or maybe, it’s a multi-functioning widget, and it does more than any other widget in the market. Like, perhaps it can forecast the weather too. That would be neat.

For you, your product is totally different, but your objective is the same.

Your marketing mission is to express efficiently and succinctly the value of what you do so that your target audience desires your product.

To do that, you must be able to verbalize and describe the value of your product and then, you must be able to use words and language that is appealing and compelling to your target audience.

Some marketing words and phrases work better in different situations. Marketing pro's use the words listed below to entice their readers to take action. Take a look - can you utilize some of them in your copy?

You

Talking directly to your client as though you were face-to-face is a great way to get on the same page, relate to them and begin to build that relationship

Because

Using this word, or words such as “so that you can” is helpful in describing the transformation, the benefit of your services, the impact of it on the life of your client. it also offers a reason for a customer to take action.

Proven

People don’t like to take risks. So they want to know that you’ve done this before, and that other people have had success with your product or services.

Success

This is a positive word; no one wants to be unsuccessful. Most marketing is centered around people wanting more, or being a better version of themselves. The key is describing what success looks (and feels) like.

Results

No one wants to pay for nothing. So getting results is essential. If you can, get super specific about measurable results.

Safe

This is vital in our industry. With such a significant portion of the population undergoing some form of rehab or living with an injury, it is crucial to express that your environment is safe. It’s important to anticipate potential concerns. Specifically the natural concern of aggravating an injury or not being able to “do it”, is something you should address directly in your marketing.

Other effective keywords include:

Guarantee - as in you have nothing to lose

Free - because who doesn’t like free!

New - as in cutting edge

Now - as in act now!

Final tip - don't use all of the above all at once. The number one priority for your marketing is that it is genuine, authentic and an honest reflection of you and your business.

 

Your Marketing Ecosystem

Social media is an essential component of the marketing strategy for most businesses. It’s a direct line into the homes and hands of your clients, helping you build a deeper relationship with existing clients and raise awareness of your product amongst new potential customers.

 

BUT, your likes on Facebook don't guarantee business success nor do they directly correlate with your profit. What matters are the connections you make, and how (or if) those people go about engaging with your business. 

 

Digital media, including social media and email campaigns, certainly form a vital part of your marketing strategy. But the path from beginning to end has to be welcoming and clear for your business to be impacted by your marketing efforts.

The path includes:

  • how well your website attracts and directs interested prospects towards making that call to book a session

  • expressing the unique value you add to the lives of your clients

  • your client intake process and how you handle people who are stuck in the consideration part of the buying cycle

  • what services you recommend and how to phrase those recommendations

  • the way you engage with your client base while they are both inside your studio and outside your studio, to keep them coming back for more

Within this ecosystem, each element has its role to play and must interact and work together to achieve results for your business.

Be committed for the long-haul and your business will grow and prosper.

Remember, you are not looking for the next cheque; you are looking to acquire a long-term, loyal client.

Intro Offers That Work

It's pretty standard practice in this wonderful world of fitness to attract clients to our business with some introductory offer. A promotion we offer to people who visit our business for the first time that entices them to give it a try. An introductory (intro) offer should be enticing and appealing, but not necessarily for everyone! As tempting as it may be, making your intro offer a free or largely discounted that appeals to the masses and gets a ton of foot traffic may end up hurting your business in the long run.