{"id":151,"date":"2018-08-18T22:12:01","date_gmt":"2018-08-18T22:12:01","guid":{"rendered":"http:\/\/www.jessicaberlin.com\/blog\/?p=151"},"modified":"2018-08-18T22:12:01","modified_gmt":"2018-08-18T22:12:01","slug":"5-steps-to-getting-more-clients-from-a-personal-trainer-who-was-broke-then-built-a-fitness-empire","status":"publish","type":"post","link":"https:\/\/www.jessicaberlin.com\/blog\/2018\/08\/18\/5-steps-to-getting-more-clients-from-a-personal-trainer-who-was-broke-then-built-a-fitness-empire\/","title":{"rendered":"5 Steps To Getting More Clients From A Personal Trainer Who Was Broke, Then Built A Fitness Empire"},"content":{"rendered":"

If you\u2019re the owner of a fitness, yoga, or Pilates business, or run another kind of health or wellness business, you\u2019re hopefully not broke.<\/span><\/p>\n

But, you might still be on a shoestring budget and wondering what you should be doing to bring in new clients more consistently.<\/span><\/p>\n

Bedros Keuilian actually was broke.<\/span><\/a><\/p>\n

\"Bedros
Bedros Keuilian (Source: http:\/\/ptpower.com)<\/figcaption><\/figure>\n

Now he makes a lot of money.<\/span><\/p>\n

He created a fitness empire as the founder and CEO of Fit Body Boot Camp, named one of Entrepreneur Magazine\u2019s Top 15 Franchises.<\/span><\/p>\n

He is also \u201ca fanatical reader and student of marketing, selling, personal development, and delivering world class client service.\u201d<\/span><\/p>\n

He also coaches and teaches fitness professionals how to get more clients.<\/span><\/p>\n

In his <\/span>\u201cFitness Marketing 101\u201d<\/span><\/a> video he shares his process for creating a funnel that helps fitness businesses turn leads into long-term clients.<\/span><\/p>\n

\"FitnessBedros calls this Fitness Marketing 101, but says in the video, \u201cThis isn\u2019t ground level stuff that you should ignore.\u201d<\/span><\/p>\n

Instead, he says it\u2019s \u201cfoundational stuff\u201d that all fitness businesses should be doing to bring in new clients.<\/span><\/p>\n

All health, wellness, and fitness businesses can learn from this model and implement these tactics to start bringing in new clients right away.<\/span><\/p>\n

80% of Your Clients Come From the Internet<\/span><\/h1>\n

\"8020Bedros first explains the <\/span>80\/20 rule<\/span><\/a>, which states that 80% of the causes come from 20% of the effects, or 80% of the sales come from 20% of the clients.<\/span><\/p>\n

In this case, Bedros says that 80% of your clients come from the Internet, meaning Facebook or Google searches.<\/span><\/p>\n

Which is why, even if you\u2019re a local business, you still need to put a lot of effort into your online presence.<\/span><\/p>\n

People find and research businesses online before they\u2019ll ever go there in person.<\/span><\/p>\n

And, before you tell me that Facebook is dead and no one uses it anymore, you should know that even as of early 2018, the <\/span>Pew Research Center\u2019s social media use study<\/span><\/a> stated that 68 percent of U.S. adults report that they are Facebook users, and about three-quarters of those users access Facebook daily.<\/span><\/p>\n

\"\"
(Source: http:\/\/www.pewinternet.org)<\/figcaption><\/figure>\n

There are other platforms, of course.<\/span><\/p>\n

Instagram is a notable one, especially with the younger demographic, and especially in the health and wellness world.<\/span><\/p>\n

But, the point is that your business needs to be online because that\u2019s where you\u2019re going to get the majority of your customers.<\/span><\/p>\n

Because so much of your business will come from the Internet, that\u2019s where you should focus most of your efforts.<\/span><\/p>\n

Bedros talks through five steps to create a funnel on the Internet that converts leads into long-term clients.<\/span><\/p>\n

Let\u2019s break down those five steps.<\/span><\/p>\n

Step 1: Get Some Leads<\/span><\/h1>\n

\"StepAt the top of the funnel is Leads.<\/span><\/p>\n

You have to create a place online that people can show some initial interest in your business.<\/span><\/p>\n

Leads will progress through the funnel to become Prospects, then Short-Term Clients, then Long-Term Clients, if you follow this method.<\/span><\/p>\n

To start getting these leads, Bedros recommends setting up a Facebook Business Page, which most businesses have already, but if you don\u2019t, <\/span>they\u2019re easy to set up<\/span><\/a>.<\/span><\/p>\n

Once you have your Facebook Page set up for your business, you will start posting what Bedros calls \u201cpositive reinforcement messages\u201d to your page, along with pictures of people working out (or using your services) in your facility regularly.<\/span><\/p>\n

He recommends posting to your page at least three times a day.<\/span><\/p>\n

Bedros also suggests tagging the clients who are in your pictures so their friends can see them working out, and you can start to build your audience on your Facebook page.<\/span><\/p>\n

If you have just created a Facebook Page for your business, I would also recommend asking all of your existing customers to like your page.<\/span><\/p>\n

You can do this through your email newsletters, a sign in your studio or office, as well as posting it on your website.<\/span><\/p>\n

Tell your existing customers or clients that you have a new Facebook Page, you\u2019re going to start sharing valuable content there, and you\u2019d appreciate if they followed you.<\/span><\/p>\n

Then, you need to make sure you are actually posting valuable content on your page.<\/span><\/p>\n

I like to share three different kinds of content:<\/span><\/p>\n

    \n
  1. Edu-tainment Content<\/span><\/li>\n
  2. Customer Stories Content<\/span><\/li>\n
  3. Offer Content<\/span><\/li>\n<\/ol>\n

    I explain each of those in more detail in this post about Omnipresence Content Marketing.<\/span><\/a><\/p>\n

    Step 1 Recap:<\/span><\/h2>\n
      \n
    1. Create your Facebook Business Page.<\/span><\/li>\n
    2. Invite existing customers to like your page.<\/span><\/li>\n
    3. Start posting valuable content to your page, tag your clients, and ask them to share.<\/span><\/li>\n<\/ol>\n

      Step 2: Turn Leads Into Prospects<\/span><\/h1>\n

      \"StepOnce you\u2019ve had your Facebook Business Page up and running for a while and have been posting good content, then it\u2019s time to start turning those leads into prospects.<\/span><\/p>\n

      Bedros says that once your page has at least 200 likes, it\u2019s time to start using Facebook to advertise to those fans.<\/span><\/p>\n

      But, you\u2019re not advertising your services.<\/span><\/p>\n

      Instead, you\u2019re using the ads to lead people from your Facebook page to what Bedros calls a \u201csqueeze page,\u201d but others call a <\/span>landing page<\/span><\/a>.<\/span><\/p>\n

      This is a web page that offers a free report, nutrition guide, maybe a free video training with three yoga poses that help with back pain, or some kind of free information piece that your audience will find helpful to download.<\/span><\/p>\n

      You give this report to people for free after they give you their email address.<\/span><\/p>\n

      \"Squeeze
      Leads come from your Facebook Business Page. Then, you drive those leads to a “squeeze page” to turn them into prospects.<\/figcaption><\/figure>\n

      Once someone has given you their email address, they have now turned from a lead to a prospect and moved down the funnel.<\/span><\/p>\n

      One note about Facebook ads — I would not just advertise to the people that like your page, because they may already be mostly existing clients of yours.<\/span><\/p>\n

      They\u2019re already down at the bottom of the funnel.<\/span><\/p>\n

      Instead, with Facebook ads you can choose to advertise to the people that like your page and their friends.<\/span><\/a><\/p>\n

      This is why you want all of your existing customers to like your page.<\/span><\/p>\n

      You want to start spreading the message to the friends of your customers about who you are and the services you offer.<\/span><\/p>\n

      You want to turn your clients\u2019 friends from leads to prospects and, eventually into customers also.<\/span><\/p>\n

      You can also create audiences within Facebook ads to advertise to people local to your area, if you need to reach beyond the people who already like your page, or if you\u2019re still working to build the audience of your page.<\/span><\/p>\n

      Step 2 Recap:<\/span><\/h2>\n
        \n
      1. Create a landing page that offers something for free, in exchange for their email address.<\/span><\/li>\n
      2. Start using Facebook ads to advertise this free offer to the people who like your page, plus their friends.<\/span><\/li>\n
      3. Consider creating a local audience within Facebook to advertise this landing page to also.<\/span><\/li>\n<\/ol>\n

        Step 3: Turn Prospects Into Short-Term Clients<\/span><\/h1>\n

        \"StepOnce you\u2019ve collected some email addresses from your landing page, you now have prospects.<\/span><\/p>\n

        These people are more than just leads.<\/span><\/p>\n

        They\u2019ve liked your Facebook page.<\/span><\/p>\n

        They saw your ad.<\/span><\/p>\n

        They liked what you were offering.<\/span><\/p>\n

        And now they\u2019ve given you their email address.<\/span><\/p>\n

        They\u2019re telling you that they\u2019re interested in what you\u2019re offering.<\/span><\/p>\n

        Now, it\u2019s time to convert these prospects into short-term clients.<\/span><\/p>\n

        Once you have an email list, you should be sending emails on a consistent basis, at least once a month with updates on what you\u2019re doing, offer some valuable information that will help them progress on their health and wellness journey, and offer specials, deals, tell about upcoming classes, etc.<\/span><\/p>\n

        It\u2019s important to remember when you\u2019re sharing content with your audience to serve first, and sell later.<\/span><\/a><\/p>\n

        Always offer value first before you try to sell.<\/span><\/p>\n

        But, for people that have just joined your list, you\u2019ll want to send them a series of automatic emails.<\/span><\/p>\n

        An email newsletter tool like <\/span>MailChimp<\/span><\/a> or <\/span>Constant Contact<\/span><\/a> can send out autoresponder emails that you set up ahead of time.<\/span><\/p>\n

        The first email can go out right after someone signs up for your list welcoming them, giving them information about your business, and the benefits they can get from your services.<\/span><\/p>\n

        A series of three to five emails spread out over one to two weeks is a good way to introduce your prospects to your business, provide value in those emails, and then eventually offer them a short-term program.<\/span><\/p>\n

        In the video, for fitness businesses specifically, Bedros recommends offering a short-term program, or a \u201clow-barrier offer.\u201d<\/span><\/p>\n

        He gives examples like:<\/span><\/p>\n