was successfully added to your cart.
Digital MarketingFitness MarketingMarketing

The Anatomy of a Campaign: Cold Lead to Paying Client

By 6th March 2018 No Comments

We are consistently told that it’s impossible to convert a cold lead immediately into a paying client…that it’s impossible to do what we do. But, campaign after campaign, we take completely cold traffic, funnel them into our nurture campaigns, and convert many prospects into actual, paying clients. It’s definitely not easy, but it IS possible.  I’ve spoken about this before – the fact that I would take a hot lead and paying client over cold traffic any day of the week and twice on Sunday—but the truth is, there is A LOT of work that needs to be done to get them there.

Anyone can provide you with a laundry list of people in your general vicinity and tell you they’ve got a list of leads for you. But, is it actually helpful? Not really, not unless you’re able to vet them, nurture them and eventually get them to trust you enough to give you a try. The good news is that if you’ve got an email contact on file, you can automate most of the process to run in the background while you continue to search for more leads yourself.

Let’s start with the ad. You MUST invest in professional copywriters to create compelling copy containing words and phrases that are known to elicit clickthrus in conjunction with a killer video that gives a potential customer an idea of what it is you have to offer. Facebook statistics have shown that people interact with ads containing videos on a much more frequent basis than those with static images; however, only 3% of total ads shown actually have videos in them. Make sure you’re standing apart from the crowd! Beyond that, you must know and be able to describe exactly who your target demographic may be. Facebook Targeting allows you to choose your target based on age, gender, income, job, interests, location and more. Additionally, Facebook now allows you to upload a current client list into your ad manager that will then allow Facebook to use its datamining capabilities to create a look alike audience that mirrors the characteristics of your current clients.

Once you have their attention, the link should lead them to a clean professional landing page with a headline that makes the reader want to learn more, pictures that show the true value of your program and an offer that almost seems too good to be true. For our clients, we also do a split test of their landing page to see which version resonates more with their targeted demographic – in other words, we run two campaigns simultaneously that are linked to the same nurture campaigns. While your ultimate goal would be to convert the reader into a sale right from your landing page, the truth is that nearly 98% of consumers visit a landing page more than once and conduct additional research before completing a purchase. They need to be nurtured into trusting you before they will commit to purchasing any product you may have to offer. This is where the behind-the-scenes automation comes in. For our clients, we rely on an integration with Infusionsoft and ClickFunnels to get the job done.

Now, depending on how the prospect interacted with the landing page, we have several different email nurture campaigns that they are dropped into. For instance, if a prospect clicks on the landing page, clicks on the offer and just doesn’t ever complete the registration, their contact records are tagged as such and they are dropped into a 3-email abandoned cart sequence that indicates that they forgot something and asks them to come back and finish registration. These become your HOT LEADS. Each subsequent email is timed to send out a specific number of hours or days after the previous and the tone becomes much more urgent as the sequence goes on. The exit goal is for a prospect to make a purchase, so if they do purchase while going through the nurture sequence, their contact record is tagged as such and an email is sent out to both the client and the owner that a purchase has been made. However, if a prospect goes all the way through the sequence and do not purchase, the owners are sent a list of the prospects for them to reach out personally to encourage and close the sale. During this process, we also tie the prospects into a mobit abandoned cart SMS text message sequence. They are sent mobile messages in addition to the email messages. Don’t worry, though, the messages will stop coming in either form as soon as a purchase is made and they are also able to opt out.

We also have a re-engagement sequence set up for previous prospects for our clients who have shown interest in the gym and/or a program in the past, but they have not ever purchased. Our clients have already paid for these leads, so they can be retargeted for current programs. Again, if they have ever paid, they will be tagged as such and will not be nurtured again.

For our clients, we also run a lead magnet ad to a downloadable e-Book that sends them into a nurture campaign, ultimately explaining how the e-Book relates to the program that they’re running and alerting the prospect about upcoming start dates. This is completely separate than the nurture sequences that are initiated when someone visits the landing page.

Our end goal is to ultimately get sales for our clients; not leads. That’s why the background nurture sequences are imperative. Does it take a lot of extra time to set up? Yes. But, ultimately, wouldn’t you prefer to get money coming in than money going out to get a lead that may never convert?

Would you like us to this for your Fitness Business? Set Up A Call HERE

Tim Lyons

ProFit Marketing Solutions founder, Tim Lyons opened his 3,200 SF gym, Pulse Fitness, in 2009. By 2015, Tim had increased membership to expand his facility to 8,000 square feet and become a sought-after business marketing consultant. Tim knows firsthand the challenges of gym ownership and recognized early on that many of the tried and true ways of fitness advertising were fast becoming obsolete.
Tim began studying rising trends in social media and internet digital marketing. Through building his own brand, Tim has devised industry-specific marketing strategies to help other club owners get better results for their business. Schedule a Call: www.calendly.com/profit