Lead Generation

Sales and good quality leads are the lifeblood of any fitness business. Your social media channel can dramatically amplify your sales and lead generation if you understand the right way to build a funnel and devote your attention to the right avenues.

Understanding how to build a funnel for your business will produce better quality leads and save your time and advertising dollars by focusing on the right customers for your business

Lead generation on social media is an absolute gold mine for the fitness industry.

There’s a couple of ways to use social media to help you generate leads or as we say, fill the top of the sales funnel. There are also ways we can use social media to help people down through the funnel to generate interest and awareness—more likely to buy products, sign up to our gym or training sessions.

Many people assume they can depend on social media to complete the entire funnel for them. A sales funnel is only as good as its weakest part.

If you’re getting lots of great leads from your Facebook ads, but your sales team lack training on how to make a follow-up call you can’t blame social media for the lack of converted leads before reviewing what’s happening at each step of the process.

It is also essential to consider the quality of the leads you are getting. Targeting the right people in the first place will help ensure you are talking to the right people.

Step 1 Find & Target your Customers

Fill the top of the funnel to your potential customers

Before we can start filling the top of the sales funnel, you need to know the type of people you want to target. To do this we create a customer profile (also known as a customer avatar) this is a detailed list of characteristics and similar qualities including age, location, and lifestyle your potential customer will have.

If you have existing clients, look at the type of characteristics they have in common. You might find you have a number of customer types or avatars.

Watch the next video detailing customer avatars and how to create them. Use the worksheet provided to help you create your own customer avatars.

Customer Avatar Worksheet

Step 2 – Start Talking to your potential Customers

Now we know who we want to talk to on our social media channels, we now need to start talking to them. This stage of the funnel is all about building awareness and gaining trust−not selling! Customers need to know, like and trust you before they buy from you.

A great way to start building trust and rapport with your potential customers and making them aware of your business is by posting useful content, also known as content marketing. Content marketing is a subtle way of showing your new potential customers how good you are and the kind of problems you solve without being salesy or pushy. Content should be valuable for the customer.

Types of Content

Let’s take a quick look at the types of content you can produce:

Video

This is probably the most effective type of content to post on all social media platforms. Why is video so good?

  • Video tells a story very quickly and allows your personality to shine through
  • Video is preferred by social media platforms and gets more shares
  • Video can be used to capture and re-target audiences of viewers—more on that later
  • Video is cheap and easy to make since the invention of smartphones and editing apps
  • Video can be boosted on Facebook and Instagram with a small budget to increase its reach

Article, White Papers, or Blogs

You can share articles on your social media channels and let your potential customers get to know you and your products and services. If you can educate your customers or add value they will start to trust you.

Picture and Infographics

Images with or without text can share your highlight or show short “snackable” tips and info. This type of content is highly shareable but doesn’t always perform as well as video

Note: Content should be posted on a regular basis to keep building the top of your funnel and expanding your reach.

If you can afford to boost or sponsor your posts it will help them reach more of your customers.

FloSocial Weights Fitness

Step 3 – Find the Customers who Like You and Talk More to Them 

The next step is to find the customers who are showing an interest in you and the content you are producing and moving them into the next stage of the funnel. At this stage, focus on building a relationship with them and not trying to sell to them.

This is achievable in 2 ways:

1) Create a custom audience on Facebook, Instagram and LinkedIn using the data you already have.

On Facebook and Instagram, you can create audiences from people who like your page, watch videos, from your email lists or have previously visited your web page.

On LinkedIn you can create custom audience from email lists and current connections. This is important to know for the next stage of the funnel.

2) Create a Lookalike audience. This is where information about your potential customers is used to create an audience similar to customers you already have. You can add information from your customer avatars and use social media to help broaden your audience and find people who look like the type of customers we want.

The next 2 videos will explain how to create custom audiences on Facebook and Instagram.

Now you know who is showing an interest you can offer them something more valuable. At this stage you should try and get more commitment from potential customers such as an email address, phone number or an event or free trial session. If you want their email address you need to think about what you are going to give them in exchange?

Use your audience of interested customers and find different ways to connect.

Here are 5 ideas to help get a commitment from potential customers and move them down the sales funnel:

  1. Use Facebook or LinkedIn lead ads to collect emails by offering an eBook.
  2. Run a seminar on training or health at your club and advertise the event on Facebook.
  3. Offer a trial session or assessment and collect phone number to book and register.
  4. Run a webinar on fitness myths and ask for emails to register.
  5. Offer a discount or multipack offer in exchange for their email and phone number.

It might take a number of interactions to get customers to commit and give you an email or phone number so be prepared to trail a number of these steps and test what’s working.

FloSocial Weights Fitness

Step 4 – Get the Lead

For Step into Life busineses, we work best when we close the sale in person. Social media is amazing for building awareness and generating interest, but it’s not everything and your own sales skills will be vital to close the leads.

For most fitness businesses closing the sale will take place in person or within the club facility and you use your lead funnel and social media content to help your potential customers get to know, like and trust you before they actually walk through your doors. You funnel helps you narrow down the interested people and start the process of building a relationship with them before you try and convert them to a sale.

Have a “low barrier” to entry offer

At Step into Life we offer a number of free or reduce cost trials to allow members to trial training with us without feeling pressured to sign up. We call these low barrier to entry offers or value exchanges. If someone is going to sign up or give us their details as a lead then we need to offer them something in return like a discount or a free pass.

  • 14-day free trial

  • Bring a friend for free

Use lead generation adverts for faster leads

A lead generation advert on Facebook works like a normal advert but when clicked it opens a pre-populated form with the users details, they then have the option to submit their details in exchange for the “lead magnet”  Their details are captured and available to the advertiser to contact them and the user is passed onto another screen where they can redeem their offer or gain access to their lead magnet.

Lead forms are a great way to get all of a potential customers details and give you an accurate cost per lead.

[ninja_form id=5]