Marketing funnels are something that a lot of companies choose to rely on for their gym marketing campaigns due to their high conversion rates. The word ‘funnel’ is used to describe a potential client’s journey with you—starting with the discovery of your business and ending with a purchase.
This kind of marketing strategy is comparable to a funnel in that it starts out broad, as an open-ended offer designed to cast a wide net to capture the attention of as many potential customers as possible. It’s natural to lose some customers as they move through your sales funnel, but implementing the strategies in this article will help you bring more customers along for the entire ride and convert more of them into long-term members.
Gym Marketing Tips for Higher Conversion Rate
Document Your Marketing Funnel
Funnels are designed to have multiple layers of offers—between 4 and 6—that capture the interest of a potential customer, build trust in your brand, and offer enough value that your customer feels confident in their decision to purchase whatever you are offering.
An example of a sales funnel for your gym might be:
- Customer clicks on Facebook ad
- Visits landing page
- Receives free 1-day pass
- Fills out sign-up form
- Visits club
- Purchases long-term membership
It’s possible that you have a funnel very similar to the one outlined above already set up and built with many of the same offers. If you do, it’s worth it to take time to figure out each individual layer of your funnel and the offerings that are associated with them.
Once you are aware of each layer, the next step would be to implement a system to keep track of the number of guests clicking through to each offer, making it easy to see where you are losing them along the way. Record the number of guests viewing each step in your funnel and pay attention to where in the funnel your new leads tend to click out. This information is valuable and will allow you to tweak your offerings in order to improve your conversion rates.
Identify the Stages Where Leads Stagnate
Creating this kind of funnel is a great start to bringing in more potential customers, but the work doesn’t end after it is up and running. By letting your sales funnel fall to the back burner, you lose the potential of knowing where in your sales process you are going wrong.
Where in your funnel clients tend to click out is where you need to be improving your marketing regime.
If clients are:
- Opting out at your landing page: Your ad may be misleading or your offer isn’t as good as it sounds in your advertising. Your landing page doesn’t build enough trust—meaning you could benefit from testimonials—or what your offer is and how to take advantage of it isn’t obvious to your customers.
- Opting out at your sign-up form: Clicking out at your sign-up form could mean that your sign-up form is too lengthy or that your client just intends to fill it out in person at the gym. If your clients go as far as to receive the 1-day free pass but don’t fill out the form or end up making it in, they might need a simple reminder. You could try sending out automated emails created specifically for this target group.
- Opting out after visiting the gym: Getting new members to commit is one of the most difficult parts of running a business. If you are struggling with member retention, check out this article for more tips on how to keep members around for the long haul.
Focus on Your Landing Page
With a funnel similar to the one outlined above, your landing page is going to have to be a heavy hitter. This is because it is the main selling point of your sales funnel.
A landing page built around one offer will usually convert far better than sending people to your homepage, where they have to hunt for what they came for.
The main goal of any landing page is:
- To communicate your offer as concisely as possible.
- Include a headline, subtitle, and brief description of your offer as high up on your landing page as possible, followed by a large call-to-action (CTA) button right below it.
Don’t get caught up in writing entire paragraphs describing your offer. Keep it as concise as possible, so people can get a quick read of what you’re offering and hopefully click through to the next phase of your funnel—which should be designed with the intention to collect email addresses.
Establish Trustworthiness in Your Brand and Remove Possible Objections
Underneath your initial offer, you might want to include some extra content for those customers that aren’t easily sold. You can either offer a testimonial—in video or text form—right below or add text that addresses any possible objections, like not forcing clients to sign a contract or having 24/7 gym access for anyone with a busy schedule, etc.
Bottom Line
Setting up systems to nurture leads and ensure that no one slips through the cracks can be a challenge if you’re not utilizing the right tools. If integrating and managing a sales funnel with your current POS software seems next to impossible, then it might be time to make a change.
With the right gym software, you can create and track your sales funnel from start to finish, as well as automate emails to be sent to each segment of your target market, depending on where they clicked out of the sign-up process. Take advantage of every opportunity to automate within your business, and over time you will free up your schedule to focus on the aspects of your business that you really enjoy.
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