The modern landscape of running a boutique gym isn't where it was 10... even 5 years ago. The emergence of Yogaworks, Orange Theory and other franchises will require all boutique gyms to step up their business acumen to compete for the same potential customers.
If you are still operating your gym like it's 2008, you might be in for a rude awakening soon - even if you are the most well known coach in your particular region and field.
Your Business Relies On Your Lead Funnel
The ongoing viability of your business rests solely on your ability to generate new customers. Even the best customers will have to leave your business over time - so if you're not continually able to generate a healthy supply of new potential customers, your business is in jeopardy.
Two Factors Affecting Quality and Quantity of Leads
- The strength, frequency, and relevance of your marketing efforts. This includes evergreen marketing like blog posts, video, social posts, and the like as well as advertisement, promotional efforts and other immediate impact marketing efforts.
- The effectiveness of your landing pages you drive your leads to.
The general issue is this: Everyone generally understands the importance of marketing efforts, both evergreen and immediate. Thus they spend a great deal of time and money on marketing, only to send their potential leads to a terribly converting landing page (or no landing page at all!)
Dissecting an OTF Landing Page
Stop Using Contact Us Pages
If you're still relying on a "contact us" page on your website, stop. You would not believe how many gym websites I see daily who use this as their primary lead generation process. If you are relying on "contact us" you're losing at least 50% of your potentially interested clients who simply are not compelled to "contact you" yet.
Compare this Orange Theory Fitness landing page with a "contact us" lead generation page.
Which wins 9 times out of 10? Typically speaking the only people who will fill out a "contact us" form are people who are already sold or massively motivated to work with your business. You are missing out on all the people who are any degree less interested at the moment.
Start Using Landing Pages
A sample landing page for weight loss clients.
Landing pages are website pages that are designed to take a targeted lead, who's interested in something specific, and give them the information and tools to help them make a better decision. Often they will be attached to something of value to the customer, in relation to what they're looking for.
So for instance, if they're looking to lose weight, there might be a page explaining all the work and programs you have to assure their weight loss, some social proof of people you have helped, an offer to download a free meal prep guidebook and a form to enter their information to get that guidebook.
PushPress Landing Pages
As with most things we do, we always try to give our clients a simple, automatic solution to things like this. The PushPress landing pages are an excellent place to start, if you're looking to step up your game. Every membership plan automatically generates a landing page, and we have a landing page for leads ready for your use too.
As you mature as a business and look to do more dynamic marketing campaigns, you might be looking for something better. At this point it would be worth looking into the systems out there who do Landing Pages as a business.
Announcing Our Instapage Integration
Today we are rolling out the beta of our Instapage Integration. We love Instapage because it is a stupid simple drag and and drop system that allows non-technical people to create amazing landing pages that convert well.
As a bonus, Instapage has a ton of pre-built templates for you to tweak - cutting down the time needed to create a landing page to almost nothing.
With our new integration, you can send your potential leads to Instapage built landing pages. Whenever a lead is captured via Instapage, it will automatically enter the lead into your PushPress system as a lead and allow you to contact and track the sales progress of this lead from your PushPress Lead Management system.
PushPress clients, you can find the Instapage App in the PushPress App Store. For more information on how to setup the Instapage App in PushPress, click here.
Schedule a quick 10m call with one of our gym-owning consultants to see if PushPress™ is a good fit for your business!
