Below, we\u2019ll tell you exactly how to calculate key marketing numbers and set your goals for the year. Then we\u2019ll talk about the three fundamentals of marketing success. After that, we\u2019ll help you optimize your website for lead conversion. <\/p>\n\n\n\n
We\u2019ll finish by supplying the action steps you need to take to implement a plan that includes search engine optimization (SEO), pay-per-click advertising, retargeting, referral strategies and much more. <\/p>\n\n\n\n
All this will help you maximize interest in your gym and make more sales\u2014and you can use the workbook to review your internet marketing plan annually.<\/p>\n\n\n\n
Start by downloading Your 2021 Gym and Personal Training Internet Marketing Plan<\/a>. You can use Page 2 to make any notes and list action items as you read this post.<\/p>\n\n\n\n We\u2019re going to start with the big picture and then work backward to determine exactly how many leads you need to generate to live the life you want to live. We\u2019ll come up with hard numbers based on your unique business and your goals.<\/p>\n\n\n\n On Page 4 of the workbook, you\u2019ll see an example of this calculation, and you can access an editable copy of the spreadsheet here<\/a>. To start creating your 2021 internet marketing plan, we\u2019ll use current financial numbers and goals to figure out exactly how many leads you need to get each month.<\/p>\n\n\n\n Pull out the spreadsheet and fill in the white boxes:<\/p>\n\n\n\n When that info is in place, the spreadsheet will calculate the rest of the numbers for you. <\/p>\n\n\n\n In the example in the workbook, a gym owner wants to add $50,000 in gross annual revenue, or $4,167 per month. The owner currently gets 15 leads per month and sells to four of them for a close rate of 27 percent. <\/p>\n\n\n\n Given an average membership price per month of $173, the gym needs 24 new members to hit the revenue goal\u2014but a few members leave every month, so we include churn rate: The gym owner needs six new clients per month to replace cancelled members and increase total members. The close rate of 27 percent kicks out a lead requirement of 23 per month.<\/p>\n\n\n\n That number is key: You can use it to inform your lead-generation strategies, and it will prevent you from overspending. And if you improve on your current close rate? You\u2019ll need fewer leads. We\u2019ll tell you exactly what you can do to make more sales below.<\/p>\n\n\n\n It\u2019s critical to do this marketing exercise and figure out the exact numbers you need to hit. <\/p>\n\n\n\n Without these goals, you\u2019ll be swinging blindly and never know if you\u2019re actually making progress.<\/p>\n\n\n\n With the goals clearly laid out, you can make a plan to hit them. Fitness entrepreneurs are driven to succeed\u2014in workouts and in business\u2014so clear targets are essential. <\/p>\n\n\n\n Think about it: These goals are like a wall-ball target. If the target is there, you\u2019ll do everything you can to hit it. <\/p>\n\n\n\n Fill in the blanks on Page 6. <\/p>\n\n\n\n Do not skip this exercise!<\/p>\n\n\n\n With your target in place, we\u2019ll review the fundamentals that are going to help you hit that target and generate the leads you need to accomplish your revenue goals.<\/p>\n\n\n\n It\u2019s tempting to blow past the fundamentals to start working on ads and funnels and landing pages, but that\u2019s a mistake. Spending a little time here will reduce your advertising costs, increase the quality and quantity of leads, improve your close rate, and drive up the efficiency of your marketing efforts. <\/p>\n\n\n\n We\u2019ll build your foundation on three things: market, message and media.<\/p>\n\n\n\n Get the foundation in place before going further.<\/p>\n\n\n\n Many gym owners think, \u201cI want to attract everyone to my business.\u201d<\/p>\n\n\n\n It sounds like a good plan, but here\u2019s the reality: If you try to attract everyone, you won\u2019t attract anyone because your messaging will be diluted. In the gym business, casting a wide net isn\u2019t the best advice.<\/p>\n\n\n\n Instead, you must figure out exactly whom you want to attract to your gym. Chris Cooper, our good friend and the founder of Two Brain Business, has a simple exercise<\/a> to help you identify your very best current clients.<\/p>\n\n\n\n Simply draw a line down a page. On the left side list the clients who bring you the most joy. On the right, list those who spend the most money at your business. Circle the names that appear in both columns. Those are your best clients. You want more people exactly like this.<\/p>\n\n\n\n Next, figure out as much as you can about your best clients and find commonalities among them. You\u2019re looking at demographics but also other factors such as hobbies, goals, habits, fields of employment and so on. Beyond that, you want to find out about their fears, frustrations and aspirations. Use Page 8 of the workbook to make notes.<\/p>\n\n\n\n With that research behind you, you\u2019ll be able to create an avatar\u2014your perfect client. Describe this person in detail\u2014you can even give the avatar a name if you like. You should know exactly what this client wants and why he or she will find it in your business. <\/p>\n\n\n\n Now you know who you\u2019re going to be talking to. But what will you say?<\/p>\n\n\n\n Use Page 9 in the workbook to determine your message. We have two key questions you must answer:<\/p>\n\n\n\n 1. Why should someone choose to do business with you vs. the competition? <\/p>\n\n\n\n 2. What benefits do you offer that will resonate with your target client avatar? <\/p>\n\n\n\n Answering these questions will help you determine your competitive advantages as well as the aspects of your business that will appeal to your avatar.<\/p>\n\n\n\n For example, if your avatar is a very busy, family-oriented professional who is interested in weight loss, your 30-minute lunchtime boot camp will help him or her get results fast and be able to pick the kids up from school. You probably won\u2019t need to offer two-hour Olympic weightlifting clinics every week at 4 p.m.<\/p>\n\n\n\n Here\u2019s a phrase that will work magic for your business if you fill in the blanks:<\/p>\n\n\n\n \u201cWe help blank to blank by blank.\u201d<\/p>\n\n\n\n Take a minute and fill in the blanks in that statement for your business. That\u2019s your message distilled into just a few words. You\u2019ll say it over and over and over again in creative ways across all your media platforms.<\/p>\n\n\n\n Here\u2019s an example: \u201cWe help busy professionals to lose weight by offering 30-minute boot camp classes.\u201d<\/p>\n\n\n\n Another example: \u201cWe help women between 30 and 50 prepare for endurance events through high-intensity training delivered one on one.\u201d<\/p>\n\n\n\n All your media should be designed to do one thing: Get people to your website. That\u2019s where the magic happens.<\/p>\n\n\n\n Forget likes on Instagram and Facebook and YouTube. You just want to get people onto a site that will lead them into your funnels. That statement is true even if you meet people in person. <\/p>\n\n\n\n Make no mistake: Your website is focal point of all interactions. It is the make-or-break crux of all marketing. It must help people take the next step to purchasing.<\/p>\n\n\n\n Good websites help you make sales. Bad ones confuse and make people hit the back button. Below, we\u2019ll lay out some key do\u2019s and don\u2019ts that relate to marketing. <\/p>\n\n\n\n For an in-depth look at gym websites, read \u201cOur Guide to the Best Gym Website Design.\u201d<\/a><\/p>\n\n\n\n People need to know exactly what you do as soon as they land on your site, and the next step to purchase must be obvious.<\/p>\n\n\n\n That\u2019s your website in one sentence.<\/p>\n\n\n\n But many gym owners muddle their digital marketing plan with things that aren\u2019t needed. Sliders\u2014aka carousels\u2014are one of those things.<\/p>\n\n\n\n Scrolling images might look cool to you, but they confuse visitors and distract from the core content. In fact, they turn off people who have \u201cbanner blindness\u201d and immediately tune out content like this. Worse, sliders are seldom mobile friendly and they can slow your site down.<\/p>\n\n\n\n If you have sliders on your landing page, get rid of them.<\/p>\n\n\n\n While you\u2019re at it, get rid of workouts posts. Visitors don\u2019t understand them, and they only serve to intimidate people. They don\u2019t even properly represent a business that offers customization and huge degrees of personalization. <\/p>\n\n\n\n CrossFit.com taught gym owners to put workouts on the landing page\u2014and that worked in 2010 when hardcore early adopters were looking for WODs that would make them vomit. <\/p>\n\n\n\n Now, you need to tell clients \u201cthis is for you,\u201d not \u201cit\u2019s going to hurt a lot.\u201d If your members rely on your site for workout posts, consider moving them to a \u201cmembers areas\u201d or finding another way to deliver the workouts. Don\u2019t let prospective clients see them and say, \u201cWhat\u2019s a muscle-up?\u201d<\/p>\n\n\n\n Along the same lines, rip out any \u201cscary\u201d images\u2014anything that could intimidate a new person. Show happy versions of your avatar instead. You want \u201caspirational\u201d characters who inspire but don\u2019t intimidate. Go back to the exercise above and find the most photogenic clients who give you joy and pay the most money to your business. Then ask them if you can take some photos. <\/p>\n\n\n\n Now on to optimizing your website.<\/p>\n\n\n\n 1. Optimize the \u201cabove-the-fold\u201d section.<\/p>\n\n\n\n All \u201cabove the fold\u201d content\u2014everything seen before scrolling\u2014must serve a purpose. Each element must have a reason for being there. Keep the area simple, remove all distractions and highlight key elements. You want to limit choices here, not overwhelm. <\/p>\n\n\n\n Less is more. Creativity is not as important as clarity. Be direct, not clever.<\/p>\n\n\n\n 2. Focus on your headline. <\/p>\n\n\n\n Remember your avatar and your message: \u201cWe help blank to blank by blank.\u201d <\/p>\n\n\n\n People must be able to figure out what you do within seconds of landing on your page, and your headline does a lot of heavy lifting. It should speak to the problems your perfect clients face and offer solutions. It should be clear and succinct, and it should show value. <\/p>\n\n\n\n Here\u2019s a good example: \u201cLose weight fast working out at home.\u201d <\/p>\n\n\n\n Another good one: \u201cGet stronger in 30 days.\u201d<\/p>\n\n\n\n Here\u2019s a bad one: \u201cCome for the community, stay for the suffering!\u201d<\/p>\n\n\n\n 3. Refine your call to action.<\/p>\n\n\n\n Your website is designed to get people to take the next step. You need to make that step obvious by telling people exactly what to do early and often. This is where your call to action comes in. <\/p>\n\n\n\n Simply, you need a highly visible button that gives specific instructions with action-packed words like \u201cclick,\u201d \u201cbook,\u201d \u201cget\u201d and \u201creserve.\u201d This button should be visible even as people scroll down your landing page.<\/p>\n\n\n\n The text on the button should offer value or motivate people to act now.<\/p>\n\n\n\n A classic in the gym world: \u201cBook a Free Intro.\u201d<\/p>\n\n\n\n Another good one: \u201cGet Your Free Guide.\u201d<\/p>\n\n\n\n One more: \u201cReserve Your Spot Today.\u201d<\/p>\n\n\n\n A terrible one: \u201cWant more info about all the great stuff we offer to kids, parents and seniors?\u201d<\/p>\n\n\n\n When people click the button, use a submission form that collects info. Your system should store that info in a database, notify staff of the lead\u2019s click immediately and feed the lead into nurturing sequences at the same time. All that should happen as your site is leading the clicker to an integrated appointment booking window or providing the promised resource. <\/p>\n\n\n\n For more detailed info on this topic, read \u201cOur Guide to the Best Gym Website Design.\u201d<\/a><\/p>\n\n\n\n Above, we told you that you\u2019ll need fewer leads if you improve your closing rate. We\u2019ll help you do that here.<\/p>\n\n\n\n According to Mobile Marketing Helper<\/a>, 50-60 percent of calls are not converted, along with 80 percent of leads from webforms and other inquiries online. <\/p>\n\n\n\n This is a huge waste of money. And you can take very simple steps to reduce these numbers\u2014and drive up your close rate. <\/p>\n\n\n\n You don\u2019t even have to be clever or \u201cgood at sales.\u201d You just have to do the work. Here it is:<\/p>\n\n\n\n 1. Respond to leads quickly\u2014in seconds or minutes.<\/p>\n\n\n\n 2. Follow up with leads day after day after day.<\/p>\n\n\n\n The Harvard Business Review<\/a> reported that over 63 percent of the companies in a study took more than an hour to respond to leads. That\u2019s incredible considering Leadsimple.com<\/a> reported that calling a lead within 5 minutes is 21 times more effective than calling after 30 minutes. <\/p>\n\n\n\n To put it simply, after a lead opts in on your site, speed of response is the best predictor of a closed transaction.<\/p>\n\n\n\n Here\u2019s another key stat presented on Zoominfo<\/a>: Over 90 percent of all converted leads are reached by the sixth phone call.<\/p>\n\n\n\n That means you need to respond to leads fast\u2014and repeatedly. Persistence is rewarded, yet many people stop trying after a single call. <\/p>\n\n\n\n To make sure you don\u2019t drop the ball, we recommend you respond immediately and set up a simple tracking system for leads. You can use a simple spreadsheet shared among staff or a more complicated system if you like. <\/p>\n\n\n\n Whatever path you choose, log your calls and contacts and note what happened. Assign follow-up tasks with reminders. Don\u2019t let anything fall through the cracks.<\/p>\n\n\n\n If you do this, your close rates will increase. <\/p>\n\n\n\n Try this right now: Ask a friend to opt in on your site and see how long it takes staff to respond. <\/p>\n\n\n\n Will staff double-dial your friend right away? Will staff call several times? Are any text or email automations triggered? <\/p>\n\n\n\n If a staff member contacts your friend once two days after the opt in, you have a problem. If no one ever contacts the lead, you have a disaster. <\/p>\n\n\n\n We can\u2019t be clearer about this: Pick up the phone and call your leads at least six times.<\/p>\n\n\n\n But that\u2019s not the only way you\u2019ll try to make contact.<\/p>\n\n\n\n Automated text and email sequences should be triggered the second a lead opts in. These automations are no substitute for a real person picking up the phone, but they do provide backup and additional touch points.<\/p>\n\n\n\nSetting 2021 Internet Marketing Goals<\/h2>\n\n\n\n
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<\/p>\n\n\n\nWhat Do You Need to Gross?<\/h3>\n\n\n\n
Marketing Goals: Set Your Targets<\/h3>\n\n\n\n
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<\/figure>\n\n\n\nFundamentals of Marketing Success<\/h3>\n\n\n\n
Define Your Market and Customer Avatar<\/h3>\n\n\n\n
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<\/figure>\n\n\n\nCreate Your Message<\/h3>\n\n\n\n
Digital Media: How to Build a Hub That Converts<\/h2>\n\n\n\n
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<\/figure>\n\n\n\nGym Websites: Things to Avoid<\/h3>\n\n\n\n
Website Essentials<\/h3>\n\n\n\n
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<\/figure>\n\n\n\nSolving the Biggest Problem in Internet Marketing<\/h2>\n\n\n\n
Automations: Your Robot Digital Marketing Team<\/h3>\n\n\n\n
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