Turning a website visitor in to a lead is no easy task. Some statistics show it takes up to 15 interactions with your business before someone even gets in touch. FIFTEEN!
This means that visitors to your fitness website are almost never ready to buy from you right away. So you need systems in place to stay top of mind and be the go-to fitness business when the time is right.
In today’s world, converting a website visitor in to a lead is less about pop ups and annoying offers and more about value added content that answers a potential clients questions.
Unfortunately, being there for every question when the potential client wants answers is impossible. That’s where automated email marketing campaigns come in.
In this article we’ll walk through four stages of the Buyer Journey and how to create the right automation for every stage of a potential clients buying process.
1. Awareness Stage Campaigns
Website visitors in the Awareness stage of the Buyer Journey are usually trying to fix their own problems. They’re researching potential options and most likely subscribed to your list via one of your awesome blog pages.
If they’re trying to fix their own problems, the last thing they website visitors will respond to is a straight up offer of your services. Instead, meet them where they are at and keep the information coming.
We’ve found that one email per week that promotes any new content you’ve created, popular social media posts and a free resource that might help them works best.
If they’re trying to fix their own problems, the last thing they website visitors will respond to is a straight up offer of your services. Instead, meet them where they are at and keep the information coming.
We’ve found that one email per week that promotes any new content you’ve created, popular social media posts and a free resource that might help them works best.
The Automation might look something like this:
- Week 1 - New blogs, popular social media posts.
- Week 2 - New blogs, popular social media posts and a consideration lead magnet.
- Week 3 - New blogs, popular social media posts.
- Week 4 - New blogs, popular social media posts and a consideration lead magnet.
2. Consideration Stage Campaigns
People who are consuming your educational resources are what the marketing industry might refer to as a cold lead.
A warm lead is someone who is thinking about hiring a personal trainer but hasn’t seen enough evidence to support the decision either way. They’re in the Consideration Stage.
People in the consideration phase can end up on your email list from one of two ways.
The first is via a Consideration Lead Magnet on your service or pricing pages. Usually a free guide that helps a potential client decide if a trainer is right for them. Example case studies, comparison charts, that kind of thing.
The second is from the being on your Awareness list. Every other week, your Awareness list receives a free resource. A Consideration phase lead magnet.
Either way, the email automation you’d follow up with would help to answer their burning questions.
A warm lead is someone who is thinking about hiring a personal trainer but hasn’t seen enough evidence to support the decision either way. They’re in the Consideration Stage.
People in the consideration phase can end up on your email list from one of two ways.
The first is via a Consideration Lead Magnet on your service or pricing pages. Usually a free guide that helps a potential client decide if a trainer is right for them. Example case studies, comparison charts, that kind of thing.
The second is from the being on your Awareness list. Every other week, your Awareness list receives a free resource. A Consideration phase lead magnet.
Either way, the email automation you’d follow up with would help to answer their burning questions.
The Automation might look something like this:
- Day 1 - Welcome to the community, link to Facebook group, ask if they have questions about the service.
- Day 3 - Emotion. An example case study of an existing client that succeeded with you.
- Day 5 - Logic. How your service compares to going it alone.
- Day 7 - Offer. A time sensitive offer to help them take action now.
3. Decision Stage Campaigns
Some website visitors are pretty much ready to buy there and then. They may have been through the Awareness and Considerations stages, they may have just decided there and then to hire a trainer.
Either way, they’re ready to go and you need to have the system in place to deal with things like this.
And there’s good news…
Either way, they’re ready to go and you need to have the system in place to deal with things like this.
And there’s good news…
A Decision Stage automation is as simple as adding calls to actions in your Awareness and Consideration stages.
For example: “P.S. Did you know you can start a free 7 day trial? Click here to gain access straight away!”
For example: “P.S. Did you know you can start a free 7 day trial? Click here to gain access straight away!”
Your Awareness and Consideration emails will naturally talk about solutions to problems so be sure to add a call to action in places where it feels as though it could be useful to someone who wants get started right away.
4. Delight Email Campaigns
When most personal trainers get a new lead, they breath a sigh of relief. Finally, a new client. However, a new client might be the end of your frustrations, but it’s the start of theirs.
They hired you to solve their problem and now it’s time to deliver.
Whether you can deliver is up to you but in order to ensure you keep improving yourself and your business, you need feedback.
They hired you to solve their problem and now it’s time to deliver.
Whether you can deliver is up to you but in order to ensure you keep improving yourself and your business, you need feedback.
Delight email campaigns come in many stages:
- Your website contact form should always ask “How did you find us?” so you know where to spend your marketing dollars.
- Your initial on boarding questionnaire could include the questions “Why did you choose us?” so you can double down on your strengths.
- At the end of a block of sessions.
- When the client has achieved a result, ask them to review you.
That’s It!
Remember, email marketing should not be complex. It should be more natural and organic than anything else.
Keep your emails short and simple and you’re workflows easy to manage.
If email marketing is something you struggle with, start small. Start with a simple Awareness Campaign and then build on that.
Oh and one last thing. It takes time. Lots of time. So make a promise to yourself to stick at it for at least six months. You won’t regret it.
Keep your emails short and simple and you’re workflows easy to manage.
If email marketing is something you struggle with, start small. Start with a simple Awareness Campaign and then build on that.
Oh and one last thing. It takes time. Lots of time. So make a promise to yourself to stick at it for at least six months. You won’t regret it.
