Marketing

Top 3 Reasons Why Your Client List Isn't Growing

Grow Your Client List | SERAN GLANFIELD

Have you ever felt disheartened, frustrated, or even defeated when it comes to trying to grow your client list? Is your revenue inconsistent, even though you are doing everything right with your marketing? As frustrating as it is, unfortunately, this is something that many studio owners and their teachers go through.

I’ve worked with a variety of studio owners who send out regular newsletters and are proactive on social media. They are on top of their marketing game but are still not getting results.

Here’s one thing that I’ve discovered: Even though these studio owners are doing the things they ‘need’ to grow their client list, 99% of the time there is a missing puzzle piece. And it’s this missing piece that prevents potential clients from taking the next step to becoming a loyal long-term client.

I want to break down the top three reasons why your client list isn’t growing so that you can begin to put the puzzle together for your business.

They don’t know who you are

This is probably the biggest concern you’ve had since starting your business. If no one knows who you are, how are you going to get new clients?

And, if you’re checking off all of your marketing boxes, i.e. posting to social media often and sending out newsletters, but new clients only trickle in then I might know where the problem lies.

It could be that you are only connecting with people who already know you? This may be a missing puzzle piece for you…. and I see this happen all the time!

If you want to bring in new business, you have to get information about your business in front of new people. You can do this by sponsoring community events, getting into local newspapers, speaking at regional conferences, doing some paid advertising, joining local networking groups, and co-hosting events with other business owners.

These are the types of activities that will help you introduce your business to new people so that you can grow your client list and reach a wider audience.

They Don’t Understand What You Do

...or (more importantly) what it can do for them.

Most businesses list the features of their product or service in their marketing. The features are the factual statements such as “batteries included” or “open 24 hours.” Features are important to discuss but aren’t what will convince people to spend their money with your studio.

In order for people to pull the trigger and sign up to work with your studio, they need to understand what the benefit is for each of those features.

That means getting clear about the value of each of those features, and describe exactly how is it going to benefit your potential client.

The benefit of having batteries included means that the buyer can begin using the product right out of the box. And as a 24-hour business, that means people can shop any time, at their convenience.

If you only share the features of your business, you miss out on a HUGE opportunity to communicate the value of what your studio offers - don’t make this mistake!

You Don’t Let Them Know You Have A Plan

You’ve worked to get your business in front of new people, but what happens next?

…What happens for a client when they take the step to reach out to your business, or when they walk through the door for the first time?

…What about when they take their first class or even when they leave?

The client journey, when done right, can convert ‘first-timers’ into long-timers. But for this to happen, you need to show you have a clear plan - you need to communicate that to your potential clients.

At every step of their journey to becoming your client, let them know what they should do next (for example: where they can find you, or what services and products you recommend).

One of the easiest and best places to make this change is right on your website. You’ll need to put yourself in the shoes of potential clients.

Ask yourself these questions as you look at your website:

* What are you doing to invite new clients to get in touch?

* What are you sharing about your studio and what you offer?

* How are you guiding new clients through the booking process? Here’s a little hint with this one...make your first-time client offer front & center.

* Is everything clear and easy to understand?

Make the necessary changes to help explain what clients can expect on their journey, and they will be more likely to sign up with you.

When you address these challenges, you will begin to see your client list grow—

and that is good news for you and your business!

Would you rather use your time to work on building out new classes while I focus on strategy?

Book your FREE intro session today & let’s make magic for your business.

Click here to get started!


Making Social Media Work For You

Social Media In Pilates Studio | SERAN GLANFIELD

Social media is an A.MAZING marketing tool for any pilates studio, yoga studio and barre studio - especially when it comes to motivating our clients and community.


Whether it's posting a daily workout, favorite healthy lunch or the view from a morning hike, it’s clear that followers LOVE to be inspired by the lives of others.


And, the attention it can bring your business is priceless!


The downside?


It takes time and creativity to stand out and differentiate yourself in this crowded market.


We can’t ignore the fact that there is a TON of competition to get eyes on your posts - just about every brand is on Social Media as well as friends, colleagues, friends of friends and their puppy…

 

Fact: standing out is not easy.


But, I’m not gonna let you give up! I’ve got some ideas to help you with marketing your studio using social media. Here are my top tips!

 

Stick To Your Studio Brand 

When you are sharing content, one of the goals is to show people how it feels to be in your boutique fitness studio as a client in your business. You do this with the tone you use in your copy, the graphics you use and of course the words you choose. All of this has to align with who you are and what you do. This is your opportunity to showcase what you do and what you promise to deliver to your clients. Are you about hard hitting results, a sense of community or total serenity? Be clear on what message you want to send and make sure all your content is consistent with that theme.

 

Vary Your Content

Popular fitness and wellness studio accounts have a mix of content that empowers excites, educates and engages. They post workouts, studio news, helpful hints, funny quotes, celebrations of success, instructor insights and more. It never gets old! If you are stuck for ideas, you’ll want to get access to my FREE RESOURCE: 31 Social Media Captions where you’ll find one whole month of social media posts to promote your pilates and fitness studio business.

 

Know Who You’re Talking To

Although you can reach a huge audience (read thousands ++) the reality is that to really resonate and incite action and interest  you need to know who your target audience is, then post content that is relevant to that wonderful group of people. Beware of trying to cast the net too wide. Being general and vague unfortunately means you aren’t really engaging anyone… so focus on who you want to focus on!

 

Make a Plan

When you lay out your promotions and content for marketing your pilates studio business over the coming weeks and months, it gets much easier to plan what and when to post. You can create content in advance and balance your content vs promotions ratio right around 80:20 where most marketers agree is the sweet spot. A plan also help you keep the content fresh by rotating through the ideas list in the freebie attached. Inside you’ll find some great ideas for marketing your studio.


What other strategies do you use to keep your content fresh and inspiring?

What challenges do you have when it comes to social media marketing? I'd love to hear - drop me a line and let me know.


Good luck :)


Get Ready For Summer Without The Slowdown!

Seran Glanfield | Marketing

It’s official we are getting close to entering the “summer slowdown”….

 
 

Now, as you may know, it’s pretty typical for attendance to decline over the next 2-3 months as clients are juggling travel, family time and other schedules change.

 

But there is no need to let that stop you…there are tons of ways that you can continue to build and grow your business during this time.

Wondering how? I’ve got some ideas right here just for you!


TAKE IT OUTSIDE

Your clients will appreciate a change of scene and some extra vitamin D so why not hold a session outside in the fresh air? Equipment free classes in the park, running (or walking) clubs and functional outdoor workouts will add some variation to your schedule and challenge your clients!

GET CREATIVE WITH YOUR PRICING

I’m not talking a total pricing restructure… but what about a summer intro special? Remember with Intro Offers you can change prices and promotions really easily. Summer’s a great time to run some short-term promotions for the clients that stick around and they could even bring some new people through the door. Perhaps offer an extended intro period or how about combining different services into one package?… With the goal of converting those newbies into long-term clients obviously ;)

POP UP CLASSES OR EVENTS

Why not open up your studio to a community event, class or workshop? It’s a friendly way to introduce yourself and your business to new clients. You could also consider partnering with a local charity - pay it forward!

SUMMER (BOOTCAMP) CHALLENGE

Try holding a challenge that will keep your regular clients engaged during the juggle and schedule changes. Create a TON of buzz around it with lots of fun ways to keep everyone inspired and motivated. The more your clients visit your studio - the longer they will stick around as a client!

Think R.E.T.E.N.T.I.O.N!

SIGNAGE

With more peeps outside in the summer than any other time of year, up your signage game with a sandwich board, posters in your window or leaflets that passers by can pick up. Tease passers by with exclusive offers and INVITE them to try a session via your intro offer. Don’t be shy!

SWITCH IT UP

Be proactive about managing your schedule and think about what your clients will be able to do during the summer months. Are their schedules different because school is out? But, perhaps they can come to an earlier or a later session? Can you offer kid-friendly classes? What about partnering with a local child-care facility? Get creative and find a way to help your clients make their workouts a fixture in their calendar!


Have an awesiome summer you guys!


xo

Seran

 


Facebook & Instagram: what's coming next

Spring Three

If you’re plugged into the world of digital marketing you’re probably aware of the recent Facebook conference (F8) where they unveiled some BIG changes to their focus and priorities.

Just like Apple, Facebook uses their conferences to unveil updates to their app and roll out new features, and I’ve been hearing a lot of rumblings over the past few weeks about what we can expect to change… so, I wanted to share with you what I know…

The conference was all about HUMAN CONNECTION and Facebook will continue to evolve to encourage MORE of that.

You might have noticed that groups is now front and center on the app. It’s their HUGE move away from being a source of news to enabling and supporting online communities. They want us all online connecting with each other in the most authentic and real way possible.

What does that mean for your business?

Videos, stories, lives and engagement is where it’s at.

I’m totally addicted to Instagram stories and it seems we all like them… a lot! And that’s exactly where both Facebook and Instagram are putting more and more emphasis. To maximize the benefit of this shift, post a story as often as you can. This can be a mix of video, photos and graphics. There is so much you can do so get creative! Perhaps show what your studio looks like, show a clip of a live class or share your teachers saying hello. Ohm and be sure to use the tag feature, and the stickers to make them fun and engaging!

Stories can also be a fantastic marketing tool! Stories are powerful because they have built in urgency, since they expire in just 24 hours... it seems we are all liking the content that doesn’t stick around. So your story should be a trigger to drive people to your website, to book a class or share your most recent promotion.

IGTV is something else Instagram is heavily focused on - it’s how they compete with YouTube. Know that Instagram will reward people for using it's newest feature (i.e. you’ll get more eyeballs on your content) so hop on there as often as you can to share something cool about your studio, perhaps feature some classes or tutorials!

Overall, engagement is what the algorithm is looking for!

And, it’s not about the number of likes or the number of followers anymore… your account will get more attention when you’re engaging with your community. This looks like people watching your videos for longer, scrolling through your carousel pics, comments from your followers AND you replying to their comments.

Let’s not forget that Facebook owns Instagram where you’ll soon see the Likes feature disappearing completely (Nope - not a joke!). Will Facebook eventually do the same? They didn’t mention it - yet.

What else?

Events are getting a massive overhaul and redesign - a clear indication that this is something they are mega focused on and clearly part of the initiative to help connect people, bring people together and keep people on the platform. Use events to promote workshops, special classes or open house events in your studio.

And … incase you were wondering… posting consistently is pretty much a given. If you can do it live… that’s going to get you ranked higher. If not - use a scheduler. I still love Later, Hootsuite and Buffer.

Going forward, continue to look for ways to create connections via these platforms and don’t try to be everything to everyone.

Use your brand promise and tag line often, be real, and post inspiring, relevant content and you’ll be sure to weather whatever changes come our way.

Good luck!


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