Mastering Digital Marketing Using the Digital Space to Turn Your Club Into a Sales & Marketing Machine

Transcription

1 Mastering Digital Marketing Using the Digital Space to Turn Your Club Into a Sales & Marketing Machine

2 The Truth No what your service model is, you need a retail approach to sales and marketing.

3 Before the Internet Direct mail & print were king! Spray & Pray Approach Prospects were expected to move from Attract to Convert right away

4 Today s Consumer Exposed to 3000 marketing messages per week More choices when it comes to choosing a club Uses the internet to avoid the sales process 6:00AM highest click-through rate 6-8 impressions BEFORE being ready to speak to a sales person

5 Digital Marketing & the Sticky Web Digital marketing delivers 54% more lead traffic than traditional advertising Can deliver the customers who need you Builds the bridge between Attract & Convert Market programs not just your facility Tell a story Keep leads connected until they are ready

6 Understanding The Path

7 Building The Bridge Between Attract & Convert ) Inbound Marketing Funnel SEO, Digital & Print Ads, Fliers. Awareness , Text, Social Networks, Publishers and Blogs Marketing Stage Consideration ATTRACT & CAPTURE Marketing Stage ENGAGE & BUILD TRUST Promotions, offers and CTA s, Ecommerce Research New Member Drip Campaigns, Ambassador Programs Marketing Stage CONVERT WITH CTA s. Purchase Marketing Stage RETAIN & MULTIPLY Customer advocacy. Spread The Word This slide is static and

8 What it looks like now

9 Web Site Statistic Optimized for mobile Graphics and images Lots of opportunity for lead capture Landing pages capture and integration with provider.

10 SEO Get social to kick in Market your core programs Paid social is worth the money Blog

11 Attract & Capture

12 Drive Traffic & Build Lists Build Pipelines Bucket Leads

13 Make Marketing the One Thing You Master generates more revenue $ for #, followed by search and paid ads. Aweber, Mail Chimpgood solid providers Must integrate with your web site and landing page vendors Ideally should integrate with your CRM system. Get a grip on segmenting but keep it basic to start

14 Drive Traffic & Build Lists Offline Marketing Six Pipelines External: print, digital and paid, direct mail Internal: ambassador programs, training and disease management programs and prospect communication Community: events Corporates: local companies Guerilla Marketing: physician referral program, health and provider partnerships Retention: alumni programs, member events, challenges, holiday and birthday communication

15 Secondary Offers Short term memberships Introductory programs EBook Podcast Lead Capture Weight Loss and training resources Capture and Integration Landing Pages registration Drip campaigns Use codes to track offers Leads are assigned into bucket based on downloads and responses. Valuable content drives registrations. Constant sales offers drive unsubscribes. Showcase lead capture and nurturing offers on the most viewed pages Integrate web site with CRM. CRM integrates with provider. All roads lead to

16 High Barrier

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18 Low Barrier

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20 Engage & Build Trust

21 The Right Topic At the Rgiht Time Who Are You Targeting? Age group Men, women or both Beginners or Advanced Exercisers Speak to goals: weight loss, disease management, build lean body mass, improve fitness level, stress management, sleep health What Do They Want? Where are they in the buying cycle? Education? Service Offer? Membership Special? Speak to goals: weight loss, disease management, build lean body mass, improve fitness level, stress management, sleep health

22 Ideas For EBook Topics Quality Content Builds Trust Managing Diabetes Recipes For Diabetics How To Manage High Blood Pressure Exercise and Weight Loss Fat loss for Women Best Cardio Workouts for Fat Loss What To Expect With Cross Fit Guide To Getting Results With Group Fitness Best Training Tips To Build Lean Body Mass Exercise & Arthritis How to Choose The Right Club For You How to Get Started With Exercise

23 Resources For Content E-Books 1. Government Health Agencies 2. Public Domain Google Public Domain + topic 3. Public Label Rights (PLR)-Google PLR + Topic 4. Outsourcing: a. Work For Hire -you own the rights to the book b. Cost can be $10/hr.-$100/hr c. A $400 investment needs 1-2 memberships sales to cover cost.

24 Content For Social Media Consumers spend 50% of online time looking at content 1. Follow the 75/25 rule-75% should be original content and 25% should be curated content. 2. Every sales piece of content should be balanced by 3-4 educational pieces of content 2. Scoop It-great source for curated content 3. Stumble Upon 3. Online newspapers and magazines

25 Convert With Great CTA s

26 The Right Offer At the Price Two different conversions happening in today s funnel Front End Offers: designed to move prospect through Consideration & Research Back End Offers: membership or fee based introductory or trial program

27 Secondary Offers Inbound Marketing Funnel Building The Bridge Between Attract & Convert ). Awareness SEO, Digital & Print Ads, Fliers , Text, Social Networks, Publishers and Blogs Marketing Stage Consideration ATTRACT & CAPTURE Marketing Stage ENGAGE & BUILD TRUST Primary Offers Promotions, offers and CTA s, Ecommerce New Member Drip Campaigns, Ambassador Programs Marketing Stage CONVERT WITH CTA s. Research Purchase Marketing Stage RETAIN & MULTIPLY Customer advocacy. Spread The Word This slide is static and

28 Get Creative Tie sales promotions to certificate download Include promo code for online enrolment Membership offer/download certificate for new member personal training offer Weight Loss Program offer/ebook Cooking Light Weight Loss Program/new client personal training special Guest Passes-only available as downloads

29 Print/Fliers/Events/Gueri lla Marketing Direct Mail Corporate Marketing Web Site Social Media Blog Newsletter FB Ad Publish Across Multiple Channels One piece of content with a primary and secondary offer

30 Multiply & Create Brand Loyal Members

31 New Member Onboarding New member resources Drip Campaigns Introduce Ambassador (referral) programs Keep Members Connected New programs Free Guest Days Social share buttons on all content Online resources Birthday cards Event invites

32 Expanding Your Digital Capabilities

33 Blogging Establish your brand as an SME Start with publishing 1x/week Hire a content writer who can multitask with articles, blog posts, ebook editing etc. Expands # of indexed pages on your site Use images, graphics and video Featuring customer success stories and testimonials improves local SEO

34 Digital Ads: Start With Facebook User friendly online platform Pick your audience Segment by age, gender, key word searches, geographic location Choose cost per click Destination:-always drive traffic to your web site or landing page Use images increases response rate by 22%

35 Local Search 70 % of online searches will contain local search terms Google + page Get listed Bing, Google, Yahoo Getlisted.org-great resource to find sites and directories Get local links-chamber of Commerce, trade associations, event sponsors Publish content on social media Use images increases response rate by 22%

36 Marketing Tool Box Marketing Automation Vendors-HubSpot, Marketo Smart Insights-online marketing education Marketing Profs-online marketing tools, ebooks and education Google-great video tutorials for analytics and Google Ad Words Facebook-features an entire suite of userfriendly tutorials on page set-up, advertising on Facebook.

37 Thank You! Merideth Harrington Vice President, GlobalFit