Fitness Business School – Your Monthly Marketing Plan

Full Transcript

Hey, Pat Rigsby here and in today’s episode I want to talk with you about your monthly marketing plan. Let’s get to it.

Welcome to the Fitness Business School podcast, the show for fitness business owners who want to grow their income, increase their 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.

At this point, pretty much anybody that owns a business in our industry understands that they need to market and, and they probably understand they need to market consistently whether or not they execute on that. It’s a different story and I say that you may be kind of rolling your eyes and saying, well, that’s pretty obvious, or whatever else. But having coached business owners for about 18 years it’s not something I take for granted because there have been so many
people along the way that have been very very much of that mindset of, Hey, if we, if we just go coach clients, then we’ll just somehow magically arrive at a better business because they’ll spread the word and bring new people in, and people will find out about us.

And maybe that had some validity. At one point, I have my doubts, but now in such a competitive landscape where there are so many options there, there are so many franchise training based businesses, so many low cost health clubs, so many online options. There, there are just so many
things that they’re competing for people’s attention that are consistently marketing that if you are not marketing with, with some regularity, you’re probably going to have a short lived time in business. So one of the things that, that we’ve recently started doing is just in, instead of saying, Hey,
here are marketing assets, and here’s the way that we teach marketing. We’ve even started to provide people with a framework frame, monthly marketing plan that addresses how they’re going to generate leads, whether it’s paid or organic, or a combination of both.

What they’re going to be doing offline to connect and convert with people, what they’re gonna be doing online to connect and convert people, how they’re going to ask for referrals, how they’re going to reconnect with former clients if they’re going to be working with other businesses through strategic
alliances or business of the month programs, how they’re gonna generate reviews and how they’re gonna leverage social proof. And in addition to that being part of the monthly marketing plan also kind of anticipating what would be happening the month after that because let’s face it, some things need a little bit more lead up time, a little more prep work. If you’re gonna run a big challenge in the fall, then you probably can’t just start piecing together stuff the week before. So that to me is one of the things that I know we’ve tried to evolve to meet people where they are and just make it easier for people to execute.

And this is one of the ways that we’ve done it. We’ve said, okay, not everybody needs to be deploying the same strategy to generate leads. Depending on what leads you’re trying to attract, you’re gonna have to use different assets, different messaging, but us, kind of having a menu of
things for people to choose from allows them to shift to execution mode. Front end offers, you know, some businesses need to have premium priced front end offers. Some businesses need to have a really low barrier to entry. And so having a menu that’s appropriate for that respective business referrals, A lot
of most businesses only have kind of one tool in the toolbox. They may offer a bring a friend thing or do a point of sale thing. They don’t have a multifaceted way of generating referrals that empowers people to bring guests in when they join the business, and systematically gives them
opportunities to bring guests in throughout the duration of the time that they’re a client.

Re-connection is one that I am really fond of because forever people say reactivate and it kind of implies that I want to resell you to be a client. Whereas people know what you do, you don’t always have to lead with an offer. If they’ve been part of what you do and they still think fondly of you, then sometimes it’s just reconnecting and being visible in their life and showing that you’re interested in them. So having a strategy that you’re gonna employ each month to, to do that, or a segment of your audience that you’re gonna reach out to do that, I think is hugely valuable. And the business outreach or the business connection, there’s so many things that we can do with other businesses, and I think that most small business owners are pretty myopic.

If they do anything, they have a really flimsy way of doing some sort of strategic alliance where they try to go get somebody else to promote them. They don’t think about being a win-win. They don’t think about being leading by giving. So having different ways that we can form relationships with other businesses, having business or organization based offers. We’ve done great things with what we call our business of the month program, but it’s not exclusive to
businesses. It can work with any sort of organization. We’ve been doing great things with that since literally 2005. So it’s, it’s tested and proven. And then most everybody understands the role that reviews play in a business these days and how it influences people’s decision making and when they’re searching for the right fit for them, how they vet businesses in many cases based on reviews.

So how we’re going around about procuring reviews and then finally sharing successes of our clients. So we’re celebrating their wins, but we’re also using that as a way to introduce what we do to other people. They’re just this kind of consistent stuff you need to have is part of your business. I mean, so many people think about, Hey, I need to design our client’s programs for the month, or we need to design our training plan for the month for our group programs, but they don’t
think about designing their marketing plan for the month. And I would argue that you’d probably be more equipped and capable of kind of winging the training stuff than you would the marketing stuff. But man, we plan the training stuff like crazy and the stuff we’re probably less experienced in and less capable of, that’s the stuff we wing.

So my recommendation to you is use some of the, the thoughts that I just shared about crafting your own monthly marketing plan. Now obviously, if you’re interested in kind of leveraging what we do and joining us and working with us to provide you the more monthly marketing framework and all we, we
give everybody the tools to execute it and all that stuff just shoot me an email at [email protected] and put MARKETING PLAN in there and we can talk about how we do it. But, maybe, maybe more importantly, it’s not how you’re choosing to do this or whether or not you’re doing it independently or with us or piecing things together. It’s the fact that you are doing it right. The fact that you are devising a monthly marketing plan and executing it the same way that you
would design somebody’s training program, so it’s easier to execute, so you’re more likely to be consistent.

So everything is congruent and works, works together. If you do that, I have no doubt that not only you’re gonna see your business grow, but you’re gonna feel just a dramatic reduction in stress and urgency because you do have a plan. And now it’s just executing. It’s not always feeling like you’re behind the eight ball because you don’t know what to do or how to do it. So you, if you wanna make your business better, take a page out of our book and deploy a monthly marketing plan.

Thanks for listening to this episode of The Fitness Business School.

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