From researching a club to join to actually signing a contract and even referring friends or leaving reviews, today’s fitness buyer is savvy. At the core of meeting this buyer’s needs is content. And not just having content, using that content to help prospects and members as they make decisions.
By leveraging automation, clubs can take the content they have and feed it to prospects and members at the right time. While automation won’t eliminate the need for your team to roll up their sleeves and apply the human touch, the strategies outlined here can help your club see a bump in leads, new members, retention and referrals while saving a whole lot of time.
Email Campaigns and Lead Nurturing
As you know, not every prospect will be ready to join the first time they hear about your club, regardless of how the first touch happens. This is why it’s important to work your lead database and keep the communication open until they say yes. There are many strategies for email campaigns and lead nurturing, but there is one constant: personalized campaigns perform better than generic campaigns. In fact, inbound marketing pioneer HubSpot reports that personalized emails improve click-through rates by 14 precent, and conversion rates by 10 percent.
What’s a “personalized email?” Certainly not a huge, generic blast of a monthly promotion. We know deals are a good thing, but personalized content goes one step further to connect with prospects. What does personalized content look like? Here are some examples:
For fitness clubs, lead nurturing and sales process have an extra layer that can be automated. With the right solution, you can automate tasks for sales teams with strategically timed phone calls and text messages for follow up.
New Member Onboarding
During the sales process, you’ve taken the time to get to know your prospects before they converted and became new members. While getting new members is a great goal, keeping those members is key. To do this, clubs need to continue using their content to communicate with leads from day one, strengthening the new relationship.
What does automation look like for new members?
Member Retention Strategies
With new members costing about $119 to acquire, keeping them long-term makes good business sense. Just as automation strategies can help you gain new members and onboard them successfully, you can use automation to bolster your ongoing retention efforts. Don’t forget, one of the biggest benefits of marketing automation is the ability to segment contacts and deliver personalized messaging that resonates.
With properly set up processes and rock solid automation, you can:
With automation, you can alert staff about members who haven’t checked in for a set interval, maybe two or three weeks. The system flags them as high risk for churn, and your staff reaches out to make contact, alleviate any issues, and invite the member back in.
One way to add value is keeping members for longer. Another is getting them to bring more friends and family into the club. While many clubs think of referrals in terms of “campaigns,” there are ongoing opportunities for inviting members to invite their friends. Again, it comes back to content. Here’s one scenario:
Other times, you might want to use what you know about a prospect to target them for referrals. Some triggers to watch for include:
Marketing automation can help owners make the most of their time and resources, improve sales numbers and keep members happy and engaged. With the right club management system, putting together robust automation that suits your members’ –and your team’s – needs is a breeze.
Christopher Gallo is the VP of business development for ClubReady. For more information email email@example.com.