Imagine for a moment that you had a completely hands free process that consistently and measurably led to new student signups at your gym.
How would that change things? Is that really even possible?
If you’re reading this article, you’re probably a martial arts studio owner who, not having tons of money to throw into a full time marketing agency, has taken things into your own hands when it comes to your digital marketing efforts.
Or maybe you signed up for a gym management solution that included a “marketing website”, but you’re not entirely happy with (or entirely sure of) how it’s performing.
If either of those describe you, you probably also know that your ideal website is supposed to bring you new students, ideally in a measurable way, but it’s not doing that today.
If that’s you, read on.
Your website really does have the potential to become your primary source of new student signups… it just takes a little elbow grease to get there.[ez-toc]
In this guide we’re going to walk you through the process of setting up a basic digital marketing funnel that not only captures leads but also builds trust over time, turning total strangers into new gym members who feel like they already know you and are ready to join the team.
Alright, here are the steps we’re going to be talking about and working through:
P.S. If you don’t know what some of these things are, that’s ok! We’ll explain and we’re here to help!
Part 1. Theory And Overview
Part 3. Automated Email Follow Up
Part 4. Retargeting with a Lead Magnet
Part 5. Evergreen Email Newsletter
Part 1 – Theory and Overview
Here’s the tl;dr of digital marketing theory in just a few words:
In order to start generating a consistent flow of leads and new students / members from your website you only need to do 3 things:
- Set Up A Website
- Get Some Traffic To Your Website
- Follow-Up With Website Visitors (Via Email)
Alright, now that we have the broad strokes let’s break these down a bit from the theory side of things.
P.S. Please don’t be fooled into quickly skipping ahead to another step – my guess is you’re here because you’re missing something important in your process!
1. Set Up a Website
This seems straight forward enough…
And if you’re a DIY kinda person or a bit entrepreneurial when it comes to tech you can probably figure out the technical part of this with relative ease.
Websites like Wix.com or Squarespace and tools like WordPress make it pretty easy to get a site up and going.
What’s much more important though is whether or not your website is doing it’s job well.
So what is a website’s job?
I’m glad you asked.
A good marketing website should really be doing three things:
- Clearly conveying your brand’s unique values through written copy, images, and design.
- Answering potential gym members’ or students’ questions and objections.
- Giving website visitors at different levels of interest very clear calls to action that are suited to their specific levels of interest (ideally 3 different calls to action).
So how do we make sure our website is doing that?
We’ll go over that in detail in Part 2 of this series. For now let’s continue focusing on the theory.
2. Get Some Traffic To Your Website
We have a whole article on how to get more traffic from your gym website and we’ll give a specific strategy that we recommend to gym owners in Part 4 of this series but here’s the quick and dirty overview.
Option 1. Do some basic SEO
- Write your initial site content with SEM (Search Engine Marketing) in mind so Google picks up what you’re laying down. You definitely want to show up in google when someone searches for “Springfield Missouri Yoga Studio” for example if you’re a Yoga studio in Springfield, Missouri…
- Get your business listed (and include your website URL) in every relevant industry specific, generic, and local search directory. Think yoga directories (industry specific), Google Business, Yelp (generic), Local Area Chamber Of Commerce, local Business Journal, etc (local).
- (Optional Bonus) Write 3-5 articles in your blog that target secondary keywords that people may look up to find your gym (places to practice yoga in Springfield, Mo, how to get started in yoga), etc.
Option 2. Pay for ads
If you’ve never run a Facebook or Instagram ad, it’s not the hardest thing once you get the hang of it (though their ads dashboard has the absolute worst design and user experience of any software I’ve ever used… rant over).
To get started you just have to think of an offer (like a free trial), pick a nice picture to use, tell Facebook who you want to see your ads, and then start running them.
We recommend you do a good job or pay someone a one time fee for the SEO part (many companies will want to set up a recurring 3-6 month contract, which is totally unnecessary for the type of SEO we’re talking about unless you’re an established business that really wants to ramp it up).
We don’t recommend you pay for ads until you have a good system in place for following up with leads, which we’ll discuss in the next step.
3. Follow Up With Website Visitors
Once you have a basic website that is listed in search directories and can be found in Google, even if you have no paid ads running, you should start getting at least a little bit of traffic.
That doesn’t necessarily mean you’re going to get sales, but I just want you to see that traffic really isn’t the hard part.
According to a report by Marketo, even if you have a high converting website that follows all the best practices we’re going to discuss in part 2 of this series, 96% of visitors who come to your website aren’t ready to buy yet.
And presumably those are people that came to your website looking for the service you’re offering.
That’s an abysmal success rate.
For me it helps to think of my marketing efforts like a new romantic relationship.
Most of us wouldn’t propose on the first date, right?
Even if you’re vibing a little on the first date that usually isn’t enough to make things official.
And unless you’re visiting the same watering hole regularly you better get that phone number and start following up with some cute texts.
And that is exactly where the idea of a digital marketing funnel comes in.
A digital marketing funnel is a system that helps you convert some portion of that remaining 96% of website visitors into loyal students and members.
And all digital marketing really centers around one thing – follow up.
High quality follow up is the secret sauce that separates the wheat from the chaff when it comes to digital marketing.
And, lucky for you, throughout this series I’m going to show you exactly how to do that with just a little bit of elbow grease.
P.S. Our team has worked with many businesses over the years where just upgrading their website to a conversion focused, well designed website and running a one-time SEO campaign starts driving life changing leads to their business.
If any of this seems overwhelming for you and you’re looking for a more hands off solution, we’d love to chat with you about one of our Done For You Marketing packages.