R.I.P. Traditional Marketing By: Todd Durkin, M.A., C.S.C.S & Lindsey Richardson

What is Marketing? What are some businesses that are doing an EXTRAORDINARY job marketing today? What are some “personal brands” that you feel are doing an extraordinary job in today’s market? What are you doing well from a marketing perspective? What’s working for you? What are you NOT doing well from a marketing perspective? What can you improve upon? What is your role as a fitness professional?

1. Your job is _________________________________.

2. Your business is _____________________________. Overall sales. Where are the sales coming from?

90% comes from Existing Clients/Members –CLIENT RETENTION 10% comes from New Prospects –CLIENT ACQUISITION

What are the keys to client retention? _________________________________________________________________________________ _________________________________________________________________________________ _________________________________________________________________________________

2 _________________________________________________________________________________ _________________________________________________________________________________ A Program That Is Working: Meet The Perfect 10 club! What are the top forms of Marketing/Client Acquisition for fitness businesses? The BIG 7!!!

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I. The power of Word of Mouth! How do referrals work? “Word of mouth” is reactive. “Referrals” is proactive. The Honeymoon Phase. What is it? _________________________________________________________________________________ _________________________________________________________________________________ _________________________________________________________________________________ _________________________________________________________________________________ “Win the Day” Formula for more Referrals

1. Write 3 hand-written letters per day to current clients or prospects 2. 5 phone calls per day to current clients or prospects 3. 1 new entry into your database per day

You have to ASK FOR REFERRALS!

3 II. Feeder Programs: What feeder programs can you do that will help bring in new business? ________________________________ ________________________________ ________________________________ III. CommUNITY Involvement:

Ways that you can get out into the community:

1. Sponsor Teams 2. Local Road Races 3. Silent Auctions 4. Educational/Motivational talks at your facility 5. Educational/Motivational talks in your community (Women’s Club, Kiwanis, Knights of

Columbus) 6. Farmer’s Market 7. Host a fund-raiser (ie. Cancer Walk)

“Your Network is Your NETWORTH!!!” How To Get Involved?

Look at key people in your area that you can partner with Quality over quantity Ask how you can help “support” their mission!

What are 3 ways that you can get out into YOUR local community? ________________________________ ________________________________ ________________________________ IV. Newsletter / Blogs How can the newsletter expand your business or personal brand?

Email Forwarding Spotlighting current clients & teammates (helping client retention) Expand your voice Shared content: Featured article, guest articles, client & staff members journey’s!

4 How To Set Up A Newsletter What to deliver in the newsletter: Content, Content & More Content! Tips For Delivering Your Newsletter:

Keep it simple Keep it consistent (at least 2x per month) Look at the analytics to see what is working (most important here, where are people clicking)

Your Newsletter Delivery Method: Constant Contact, MailChimp, iContact, Infusionsoft Tips For Delivering a Blog

Content that your readers need Link it up to all of your social media networks Comment on other blogs within your blogging sphere (connect in the blogging community)

V. WEBSITE!

What Platform Should Your Website Be On? A platform that you are able to update yourself! Great platforms out there include: Wordpress, Squarespace& WIX What are the essentials you should focus on?

Keep it up to date Tie it to Social Media (all sites) Google Analytics

What is the most important goal for your website? #1 goal: Capture Leads! How Do I Capture Leads? Opt-In Box Opt-In Page What is an opt-in box? An opt-in box is a form to help you capture people’s contact information. Top priority here is getting their email address. Catchy Headlines For Opt-In Boxes: _________________________________________________________________________________ _________________________________________________________________________________ _________________________________________________________________________________ _________________________________________________________________________________

5 Where should you have your opt-in box? Online: All social media networks, All Websites! What is the difference between an opt-in box & page? This is a special page that just has an opt-in box. To be most effective with an opt-in page, you want to send people there for free content, email them the free content & establish a relationship. Then ask for the sale. What if I want to build one myself? 2 great resources for building your own opt-in pages are: LeadPages and OptimizePress! Have an online store or want an online store? Here are some tips to get your selling!

Opt-in Box on your store Easy to navigate People who buy this, like this (as an option) The least amount of pages that someone has to click through, the better

Other Ways To Promote Your Store?

Through your email List Affiliate marketing (reach out to other people in your network that may want to promote your

store items and offer a percentage of sales to them. Standard is 50/50 Sell other people’s products and use affiliate links.

How to triple your online store sales overnight.

Build the foundation by collecting opt-ins Deliver content to your list Create a limited time product promotion that you feel would best serve your list Bring on affiliates Then go in for the sell for a limited time!

VI. Email Marketing/On-Line Marketing What is the definition of email marketing? _________________________________________________________________________________ _________________________________________________________________________________ _________________________________________________________________________________ How do you capture emails?

Opt-in box/page Events Prospects (ie. Tours) Consultations Current & New Clients

6 Once you capture the lead, what is next? It’s Time To Court Them! Send them into an automated sequence! What To Consider Before Creating Your Sequence Goal: What do you want these people to do? Purchase a product? Come into the facility? Fill out your goal for your email list below. _________________________________________________________________________________ _________________________________________________________________________________ _________________________________________________________________________________ _________________________________________________________________________________ Initial Email: Welcome them, tell them what they can expect so that they are more likely to stay with you and your list. Follow up email: Based on your goals for these new leads, what emails are you going to send after the initial email? _________________________________________________________________________________ _________________________________________________________________________________ _________________________________________________________________________________ _________________________________________________________________________________ Consistency: How often are you going to send content (once a week, twice a month?) _________________________________________________________________________________ What type of content are you going to send? Newsletter, content, blog articles? _________________________________________________________________________________ How do you Build A Relationship With Your Email List?

Think about your avatar It’s Like Dating Talk to your list Give Free Content Ask yourself, what does my audience want to hear about?

7 Who is your Avatar? _________________________________________________________________________________ _________________________________________________________________________________ _________________________________________________________________________________ Sales Page Asking For The Sale Ask For The Sale: Once you build the relationship, don’t be afraid to ask for the sale. What is a Sales Page? A sales page is a site for a specific product that is sharing the story of the product and a page where people can purchase that product. What should your sales page have? Here are some simple starting points when it comes to a product sales page.

Intro Video Why you created the product (Your Story: Who you are and WHY you have created this

product.) Why they need the product & how it will best serve them (address the pain points, what are

their hardships that this product will currently solve?) What they will get in the product A place to purchase the product How is it going to make their life better? “People will purchase items that make their life

better.” Sales Page Resources: LeadPages, OptimizePress, Kajabi, Brendon Burchard, Jeff Walker VII. Social Media BOOT CAMP!!! What is the purpose of social media? _________________________________________________________________________________ _________________________________________________________________________________ _________________________________________________________________________________ The Essentials Of Social Media

Facebook Twitter Instagram Linked-In YouTube Checking in on your Klout Score!

8 What is the difference between a FB Profile Page & Like Page _________________________________________________________________________________ _________________________________________________________________________________ _________________________________________________________________________________ What Is Edge Ranking & why is it important? _________________________________________________________________________________ _________________________________________________________________________________ _________________________________________________________________________________ Social Media Tips: Branding your page: Create a space that feels like your brand (with images & text) Planning: Create a social media plan Engage: Create the same community online that you have in your brick and mortar facility. Ask what people want to hear: Ask your FB audience what they want to hear about, and pay attention when they are commenting and liking, these are the things that they are interested in, do more of those things. The secret sauce:The key is create a plan, remain consistent and stick to it. And listen to your audience. Posting consistent content over time that your avatar wants, will get you results. Who is hitting it out of the park with social media? Why is social media important? Facebook Ads Essentials To Know About Facebook Ads

Why they are working Suggested Posts vs. Boosting a post Resources

Resources for Social Media: Jab, Jab, Jab Right Hook (Gary Vanyerchuk) Crush It

9 Thank You Economy Social Media for Dummies Amy Porterfield Mari Smith Let’s Get Planning! What are the bare minimums that you need? Community:

Something To Give Out In The Community (flyer, brochure, guest pass) A List Of Potential Partners A Genuine Interest In Supporting local vendors The “Elevator Speech?”

In-house:

Business Card Marketing Collateral That Discusses Your Services Customer Retention Program Communication Means With Your Team & Clients (email, boards within the facility)

Online

Website Email Marketing List A Social Media Network

What’s Next? New Big Trends? WTF!!!!!

MARKETING COACHING EXERCISES: 1. What are your greatest marketing challenges/obstacles/issues today? _________________________________________________________________________________ _________________________________________________________________________________ _________________________________________________________________________________ _________________________________________________________________________________ _________________________________________________________________________________ 2. What &How much has it cost you to have these challenges?

10 (Put a price amount as well as how else it has “cost” you) _________________________________________________________________________________ _________________________________________________________________________________ _________________________________________________________________________________ _________________________________________________________________________________ 3. How can you overcome these obstacles? If there are 3-5 ACTION STEPS/marketing initiatives you need to execute in the next 90-180 days, what are they? _________________________________________________________________________________ _________________________________________________________________________________ _________________________________________________________________________________ _________________________________________________________________________________ _________________________________________________________________________________ _________________________________________________________________________________ 4. What do you need to do in order to make these ACTION STEPS happen? _________________________________________________________________________________ _________________________________________________________________________________ _________________________________________________________________________________ _________________________________________________________________________________ 5. What are the most critical steps for you to take in the next 10 days? _________________________________________________________________________________ _________________________________________________________________________________ _________________________________________________________________________________