All gym owners want to generate more leads.
Mastering lead generation for gyms is an essential element of steady growth. Attracting new members is key, of course, but they have to be the right new members for your business. That’s an element that sometimes gets overlooked.
You don’t want just leads. You want great leads – the best leads… the leads that are likely to become members for years, spending time and money and generating organic referrals.
And you can’t do that if you’re just out there chasing any old lead that comes along.
So, we are keeping this focus in mind here as we explore effective strategies that fitness professionals can use for ongoing lead generation for gyms.
1. Understanding Your Ideal Member
First things first: You should clearly define who your ideal member is. Who are you trying most to attract and help.
Do you have a specialty – say, weight loss for busy young women?
Are you targeting a certain segment of the population by age, gender, income level, fitness goal, or preferences in user experiences?
Are you going for traditional fitness in a brick and mortar facility, or are you offering online services and high-tech equipment?
To know who you want, you first have to know who you are.
Then you can create a persona (or even several) to bring your ideal customer more clearly to mind.
Build your business around them. That’s important in developing lead generation for gyms.
That’s because lead generation for gyms is saying to your community, “Hey, I can help you!” But if you’re saying it “everyone” or saying it without focus, your message will get lost in the crowd.
So, where do they gather online and in real life?
What information and approach will be most relevant to them?
What problem are you solving for them?
2. Getting Leads Online
If your ideal customer likes to be on Facebook more than any other social media channel, then that’s where you need to be offering helpful content and valuable lead magnets.
Your lead magnets should also be prominent on your website and in your email signature line.
A lead magnet is one of the most powerful tactics you can create for attracting leads – that’s why they’re called “lead magnets,” after all!
The idea is simple: You offer to give away something of value in exchange for an email contact.
· This can be as simple as a few healthy recipes or 5 tips to stay hydrated this summer.
· Or you can get more involved and produce rich digital content, like eBooks and videos.
· You can offer a free first workout or even a short-term membership.
Read “The Gym Lead Nurturing Secret Weapon”
The right lead magnet will depend on who you’re trying to reach. Lead generation for gyms can thrive with a simple product that you send via email or that is downloaded immediately. So, start simple! You’ll be surprised how effective this will be in building your leads.
To drive people to your website, make sure it’s optimized for SEO and is optimized for mobile devices. (That means it looks good and is fully functional on smartphones and tablets, not just computers.)
3. Use Content Marketing
Content marketing is sometimes confused with advertising, but it’s generally not something you pay for. It’s helpful, engaging material – like workout tips, nutrition advice, testimonials from current members, and news that’s relevant to the health and wellbeing of your target audience.
Regularly include this on your blog, in social media, and in email newsletters to create a robust, thriving “eco-system” that will help to perpetuate your lead generation for gyms systems.
These tactics establish you as an expert in your field. They help people get to know you, like you, and trust you. And they make it easy to generate even more leads over time.
You can also consider targeted advertising campaigns on social media and the Internet more broadly. Organic methods are valuable, but paid ads can accelerate your lead generation.
Look into Google Ads and explore the options on social media. Remember it’s not as easy as you might think to nail a winning ad, but this can become part of your lead generation for gyms, largely because they can specially target the types of people you’re trying to reach – by age, income level, zip code, and more.
4. Try Some New Ideas
More gyms, and even trainers, are developing their own apps to increase connections with community, leads, and members. This is because more and more, people are spending smartphone time on APPS and using them to make purchases.
The same is true for podcasts. Think about how powerful it could be to launch your gym’s weekly podcast – even if it’s just a few minutes each Monday morning, say. You could interview members, other businesses, offer training tips.
Podcasts get shared, they make their guests feel special, and they can become powerful engines of your content system.
Pay attention to your competitors. What’s working for them – and how can you present a new way to fill unmet needs in your community?
Engage local employers, houses of worship, and charitable organizations. Can you write a weekly fitness column in their newsletters? Provide on-site training sessions or seminars? Each person who participates is a potential lead.
Get Out in Your Community
Too many fitness professionals rely on social media and emails for lead generation for gyms.
Those are important.
But don’t sacrifice “in real life” networking and community participation. Approaches like these can be great opportunities to press the flesh and increase lead generation for gyms.
· Get to know neighboring businesses that also are pursuing your ideal customer. See how you can help send customers their way, and how they can return the favor. Develop genuine relationships that will provide long-term results.
· Attend civic and business organizations like chambers of commerce and neighborhood planning meetings. Show interest in others and try to get acquainted before asking for leads, contacts, or any other favor.
· Develop relationships in local media, even the “legacy” media like newspapers and radio. They are still effective, particularly in smaller communities or when you’re trying to serve an underserved niche market.
· Host events at your gym, like open houses. Sponsor community athletic events. Participate in community fun runs.
· Always have a means to collect contact information wherever you go, even if it means leaving a fishbowl for business cards on your table at the annual 5K!
5. Reward Members for Referrals
Word-of-mouth marketing remains one of the most effective tools for lead generation for gyms.
But don’t focus on rewarding members for referrals only AFTER they result in a sale. You’re looking for leads now, right? So promote that idea to your members.
What can you give them in exchange for leads they bring you? Can you give them a free smoothie? A discount on branded merchandise? Three free training sessions if they bring in the most leads next month?
Do what you can to make it easy on your members to tell friends and family how great you are!
Conclusion
Mastering lead generation for gyms requires a strategic approach tailored to your ideal members’ preferences and behaviors.
By enhancing your online presence, leveraging social media, hosting events, and implementing targeted advertising campaigns, you can attract and convert visitors into loyal gym-goers.
Remember, consistency and creativity are key in establishing your gym as the go-to fitness destination in your community. Embrace these strategies, adapt to industry trends, and remain authentic to your mission!
For even more about lead generation for gyms, download our free “51 Ways to Acquire Clients Without Facebook Ads.” Learn dozens of techniques to put into play right away, learn what works AND WHY, and empower your team to make it easier than ever.