Fitness Business School – Pat’s Top Lead Generation Strategy

Full Transcript

Hey, it’s Pat Rigsby. And in this episode, I’m going to share my number one lead generation strategy that’s really been responsible for over 85% of the leads that I’ve generated over the past 15+ years online. So this has been really effective for me, and I know it can be effective for you. So let’s get to it.

Welcome to the fitness business school with Pat Rigsby, the podcast for fitness entrepreneurs who want to make more income, have greater impact, and enjoy more freedom in their ideal business. If you’d like an accelerated route to these goals, email me at [email protected] and put BGA in the subject line and I’ll get you all the details about our business growth accelerator program.

So I’ve been in the online marketing and business space for well over 15 years now. And I’ve used the same basic lead generation format, a five step process that has been effective, not only for all my online businesses, but the online component of my offline businesses, really for, like I said, over 85% of the leads I’ve brought in during this span. And frankly, it’s probably been a component or parts of it have been used for the other 15%. And I want to share it with you today because it’s really simplistic, but it’s been truly effective for me. And I think it can be for you as well.

So the first thing that I do is I pick a specific place to run an ad where I know my people will be. So, you know, I think it comes from understanding your target market. You don’t want to just put things out there, arbitrarily you want to dig in and do research to know where your target market is. So early on, you know, I might be running an ad in a trade publication. Sure. I run ads now on Facebook and Instagram very regularly in the beginning, you know, I might be running ads for specific keywords on Google. I might do, even if I want to have a variation of this, I might’ve taken the same exact approach, but do a booth at a perform better event instead of running an ad, because I want to make sure that I’m getting my offer my message in front of the right people. So narrow the targeting pick somewhere specific to run an ad or get your offer in front of your desired market.

Number two, I advertise a lead magnet that is very attractive to my target market. Probably 80% of the time over the past, you know, 10 years, at least it’s been a book that I’ve written. Now, there’ve been other instances where I’ve done video series that were very specific to target market solving the problem that they wanted to solve. Sometimes it’s been a bundle of like done for you newsletters, or it’s been free access to something that I used to offer as a paid product, but it’s always speaking directly to the person that I want to reach and that’s helped me filter and sort through. So I’m attracting people and building a relationship with them with a great first impression because I’m giving them something valuable. I’m giving before I’m asking to receive anything in return. And, you know, I put a lot of time into the lead magnet. I put a lot of time into the sales page, that’s marketing the lead magnet. So I’m making sure that I’m making a really strong first impression, but I’m also using language and hitting points in the offer. That’s very attractive to them. In fact, I think as much about the landing page for a free lead magnet is I do the landing page for a paid product because I know this is my first impression. And if I want to build a great relationship, there needs to be a really strong first impression. So that’s step two.

The third step is I typically have a thank you page offer. I have an offer into some paid program. It could be a one-time purchase of something that’s lower cost, definitely under a hundred dollars or it might be a free or $1 trial of some sort of subscription-based program. And the idea is simple for the people who are ready now to move forward and maybe they want to accelerate the relationship a little further. I’m not going to ask them to wait. I want to give them the opportunity to work more closely together, to, to connect so we can see if I can help them move their business forward faster. Plus, if I make this offer on the thank you page and we get a few sales, it doesn’t take a lot, but if we get a few sales, it helps me offset the cost of the ad in the first place. So we identify where we want to advertise. We come up with a really high value, a strong lead magnet that speaks directly to our target market and solves a problem they have, or appears to be a really beneficial thing for them to download or to access. And then I come up with a thank you page offer. That’s hopefully pretty irresistible. I want this to be a no brainer that if they’re in the mode, that they’re ready to move to this next step right now, then it’s a no brainer they’re going to take advantage of it.

And then the fourth thing that I do as I have an onboarding sequence where I’m trying to kind of expedite the prospect, knowing, liking, and trusting me, and then I want to make another offer. I want to get stuff out there where they get to know a little bit about my background. I believe that this is a personal relationship. They need to know more about me. It’s not just some faceless personality. It was organization. They need to know where I’m coming from, the experiences that I’ve had, the work that I’ve done, maybe even some of the struggles that I’ve worked through. So I want to have this onboarding sequence that talks about that, but also share some of my quote unquote, greatest hits. Some of the things that I’ve written might be timeless. That might be valuable that they’re going to say, Hey, I want to, I want to read more of this. This is valuable to me. I think this can help. I think he’s speaking to the problems that I have and the goals I want to achieve.

And then finally, I want to make another offer. It might be a simple kind of invite offer what I call an engagement offer, where I’m saying, Hey, if you’re interested in this thing, reply back and we’ll have a conversation to see if it’s a fit or it might be a deadline driven offer where I may offer a discount or some sort of trial or an added bonus if somebody purchases by a specific amount of time. And so that’s going to be my onboarding sequence. And then after that, I move the prospect to my ongoing newsletter, which I’ve written every day for over 15 years now. And that’s just my mechanism for follow-up. It allows me to stay in front of them to build more value, to create more of a relationship, and then also to give them opportunities consistently to work together whenever it makes sense for them whenever they’re ready. So they’re not only seeing things for me, if there’s some desperation right now offer, they’re not only seeing things from me, you know, once every quarter when I have something to sell or something like that, I’m staying in front of them consistently trying to add value to their business and hopefully even their life and helping them solve the problems they have and achieve the goals that are important to them.

So that five step process has really not only been responsible for the bulk of the, the lead generation that I’ve had, but it’s also been responsible for the vast majority of the businesses that I’ve grown, the revenue that I’ve been able to bring in and the clients I’ve been able to help. So if you don’t have a simple system like that, for me, those five steps are, are it everything else kind of works around that? That’s the core of what I do. And if you were to distill my business down to not only kind of this 80 20 rule, but the 95-5 rule, that would be the 5% that five step sequence is really the driver in my business. And I think it could probably be in yours as well.

Thanks for listening. I’m giving away a bundle of my bestselling books, the ideal business formula, the fitness entrepreneur handbook in the path. All you have to do is go to patrigsby.com/podgift to get it. Also, make sure to subscribe to The Fitness Business School with Pat Rigsby so you don’t miss an episode and you get yourself on the fast track to creating your ideal business.