In business today we are inundated with marketing messages. Flashy signs, internet pop-ups, social media contests, mailbox flyers and many more. There are boundless amounts of ways a fitness business can try to attract new members or clients. The real question is, what truly works?
Well, that is the golden question, isn’t it? In fact if there was one clear answer, all of our fitness businesses would be richer than our wildest dreams. The problem is, there is no one perfect solution to your marketing efforts. You need many oars in the water so to speak.
With Trainers On Site we use a variety of methods to attract new leads, then nurture them to become prospects and ultimately clients.
Here are some of things we are currently doing and that are working;
– Google Pay Per Click Ads
– Social Media Contests and Content Marketing
– Local Flyer Delivery
– Joint Ventures
– Referral Incentives
– Organic Web Leads
– Car Decals
– Email Marketing
So, how much should a company spend on marketing? For that answer you need to know in depth the costs or your business. For example; we are willing to pay up to $300/lead because we know our average lifetime client value is about $4,200.
It’s been often said that it takes a potential new client 7 times to see your brand before they act on it. They could see your car driving around town 2 or 3 different times. The new prospect might get a flyer of yours in the mail 2 months in a row. They might even see one of your internet banners on a popular website they visit. Then like magic, they contact you.
A couple of things to consider when developing all of your marketing material is;
– does your brand deliver a clear and concise message?
– do you use attractive colours?
– do you have great sales copy?
– do you use an expiry date for your offer?
The main take away I have found when marketing is to make sure you invest money in your efforts. Free or guerrilla marketing will only get you so far. I have also found typically that free marketing usually requires a lot of man hours or labour.
As a rule of thumb, your marketing budget should be an average of 10% of what you want your gross sales to be. So if you want to gross $50,000 for the month, be prepared to spend $5,000 per month on marketing. Remember, not arbitrarily either. Have a method to your madness.
I often encourage others to think of the saying “it takes money to make money”. Invest in your marketing and your business will be the fittest of the fit (financially at least).
Toll Free: 1.888.920.6537
Mill Pond Publishing Inc.
30 Mill Pond Drive
Georgetown, ON L7G 4S6