Fitness Business School – 298 – Generate Leads Everywhere

Full Transcript

Hey, Pat Rigsby here and in this episode, I wanna talk with you about how to generate enough leads to run a successful business. Let’s get started.

Welcome to the fitness business school podcast. The show for fitness business owners who want to grow their income, increase their end impact and improve their lifestyle. Be sure to listen to the end of this episode, because we have a brand new special offer exclusive for listeners. So stay tuned.

It it’s been really interesting to me over time. It seems like people fall on one of two ends of the spectrum when it comes to lead generation in our industry. They’re either people who just don’t really proactively generate leads and rely on word of mouth or walk-ins, or maybe periodically run a promotion and just run direct ads to, you know, to a challenge or a you know, some sort of short term program or something like that. Or at the other end of the spectrum. It’s people who spend, you know, a, a decent amount of money on Facebook ads and do a bunch of social posting and try to really inundate their market with lead generation. Now I, I think that for most people, there’s like a sweet spot in the middle that they, that they miss out on. And that is just setting a simple weekly target of new leads and hitting that target.

Now the way that I look at this is like, if you can set a target of, I don’t know, let, let’s say you want to get eight new leads this week. If you can hit this target for three consecutive weeks, then you know, if you need to raise it. And I, I don’t necessarily know that people do, but if you need to raise it, then maybe you raise it to 10 or 11 or 12, but you know, you, you just have to do enough each week. And when we think about it that way, I, I don’t know that this kind of misconception that you have to be some ad expert or hire an agency and pay ’em $1,500 a month plus ad spend or something like that to go get eight leads a week or 10 leads a week or something like that. There are so many people out there to, to connect with that are accessible to you. That as long as you just set this target and say, okay, each week I’m gonna hit this target. It doesn’t really matter how you do it. It doesn’t, there’s no magic that, that Facebook has that isn’t available. If you have a local business in your own neighborhood. In fact the way that I look at Facebook or Instagram or any other platform is that they have a network of people that they are essentially the gatekeeper to, and they are potentially able to give you access to that. And so you just have to incentivize them to give you that access.

Well, plenty of other organizations, businesses, people platforms have audiences. Now they’re smaller audiences than, than Facebook. But in some cases they’re more targeted. And frankly, in many cases, there are more people than we actually need, just because somebody has a platform that has billions of people that, that you could potentially access. The reality is we don’t need billions. We need eight a week. We need 10 a week. We need something like that. So if you like, if, if you think of it that way, all these gatekeepers, so to speak could be incentivized to promote you to their audience, to share your message, to share your lead magnet, to share your marketing materials, to share your offer. And that’s in, in many ways, that’s, you know, that’s what affiliate marketing is in the internet marketing world. But I mean, if you think about the people that have access to your potential audience, I, I can just think in my world over the past week, what I’ve been exposed to, that people that may have access to the audience, I wanna reach well, last week, you know, as we record this, my younger son finished his time in elementary school, you know, he did his elementary school promotion.

Well, there are plenty of school activities that the PTA was involved in. Well, the PTA has an audience of all these parents. There were plenty of parent activities at the school or family activities at the school throughout that week. Well, you could certainly incentivize the school or the PTA to share your message in some way, by sponsoring certain events by donating money or things that they can auction off or whatever else, however they’re funding their PTA or any other organization that they have going on. So I, if we think of it that way there is an audience right there. And if you are a local business, that elementary school kind of aggregates people in a neighborhood a lot of the time, so you could easily do it that way. In our neighborhood, again, while we record this, we you know, we, we just opened up the, the pool tied to like Memorial day weekend. They opened up the pool. There’s been a lot of communication from their, the, the neighborhood or HOA quote unquote social club, which, you know, I’m sure that somebody could have done some sort of sponsorship or donation at the pool in exchange for some email drops to the people in the neighborhood. They could do the same thing for any of these social events, you know, donating certain things, sponsoring certain things, and you could reach that audience in that way. So just those couple of things in our local neighborhood that could happen. Another experience that I had just this week, my, you know, I had to pop in my insurance agents office and you know, his business is very local. I would assume that 80% of his business is within a five mile radius. You know, I’m sure there are things that I could do to incentivize him to send out a free gift to the other people that he serves.

And, you know, just those three things alone. I have a, you know, access to probably a couple thousand, 3000, maybe even 4,000 people that, that a big percentage of probably are in my target market in, in, in many ways. So when we think about that, and then we think about U like youth sports we, you know, we had a baseball term, but this weekend, there were a lot of teams from our basic area there that, you know, parents were around, grandparents were around, there were plenty of people that could easily be reached because they were gonna be congregating in one specific area. You could easily do some marketing there. There, there are so many things that I think we have available to us that we overlook. We always default and say, well, how do I use this mass media to reach my audience? And, and I, it makes me kind of think back to when I first got into this marketing space for, for my own fitness businesses and, you know, some of the top end marketing channels, weren’t weren’t things that I think I was ready to invest at the time, the most expensive, highest reach radio stations, the most expensive, highest reach TV stations in the beginning were very much what I considered too expensive. So I looked at this more, so saying, okay, what other people have our audience? And that could be the smaller stations, you know, public access stuff, the, the radio stations that didn’t have the same listenership local health, food stores, local dry cleaners marketing in local neighborhoods.

There were all these options available to me and each of them, maybe they had a, you know, a customer base of a few hundred people. Maybe they had a, a customer, a client base of a couple thousand people, depending on the type of business they had. You know, maybe it was a neighborhood with a hundred people. Maybe it was a neighborhood with a thousand people, but if I could go put an offer in front of some people, and there was a little bit of affinity there, right? Like there, there was a little bit of a relationship. If it, if the owner or manager of a business kind of endorses something, you, you at least probably give it a little bit of an extra look. If there’s a direct mail piece that goes out in the neighborhood and there’s a reference to a success story from somebody else who lives in that neighborhood, you probably pay a little bit more attention than if it was just a generic, direct mail piece. You know, if the real estate agent who sold you, your house says, Hey, you know I just wanted to reach out and give you this gift because you have a relationship with that person. Maybe you pay a little bit of extra attention. So when you’re thinking about marketing and you’re saying, okay, I need to generate X number of leads, be a realist. Don’t think, Hey, I need to, you know, I, my capacity in my business, maybe it’s a couple hundred people and maybe that’s getting three new clients, four new clients, five new clients a month. Well, you don’t need a thousand leads to get three new clients a month. So think about how many leads you actually need each week, each month, and then figure out, okay, who has access to those people? And sure, maybe it’s a big social media platform, but it doesn’t have to be. There are plenty of other businesses, organizations, neighborhoods, people that can connect you with the audience that you wanna serve. And if you find out how to incentivize that kind of gatekeeper, you’re going to have more leads than you’ll ever need.

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