Hey everybody! This is Bedros Keuilian and I’m
a fitness marketing expert. Which pretty much means I help fitness
professionals grow their business get, more clients, make more profits and of course have more freedom in your
life. In fact that’s what I did for my personal training businesses before I
built them up and sold them, and that’s what I do with my coaching and consulting clients. Now what I want to talk about today is a long overdue video that I’ve been meaning to shoot
which is fitness marketing 101. And what I mean by this it doesn’t mean
that it’s like ground level stuff that you should ignore. This
is like foundational stuff that you should be doing. And so let’s get right to it in talk about it, and I’m gonna use this marker board behind me. Now the first thing I want you to
understand is the 80/20 rule. Now it’s not the Prado principle that
we’re talking about here when I saw 80/20 rule, the 80/20 rule on talking
about is the fitness marketing rule of 80/20. And
here’s what that means: first and foremost you have to look
at your business here as a as a final. And when we’re talking
about the 80/20 rule as it relates to fitness
marketing, I want you to understand that in this day
and age, eighty percent of your clients are going to come from
the internet in one way or another. And in fact you
can even argue the eighty percent are going to come from either Facebook or Google, and so that’s
a large number. Now, a smaller percentage of that eighty percent will come from
Bing and Yahoo and maybe other review sites. But the majority is going
to be from Google Local, right? If you’re a local personal training or
boot camp business. And it’s going to be from Facebook. Because social media is big and it’s
only getting bigger In fact there’s a last week, and you can
look at the date on this video here, as of last week, Facebook is now the number one platform that businesses advertise on on the
Internet. It used to be Google. So you can imagine
how quickly the tides are changing. Now, 20 percent your clients are still going
to come from the offline world. Now of that 20 percent, 80 percent
of that 20 percent is going to be referrals from people
that you gain from the internet, right? And the other 20
percent of that 20 percent, if I haven’t confused you yet,
is going to be from, like, local marketing. Might be
postcards, lead boxes, print adds. Going to local businesses and doing
Lunch and Learns; having other businesses joint venture with you, where they’re
promoting you. But I want you to look at the model here
of how this works, and I’m only gonna talk about the 80% side right now because that is where the
lion’s share of your clients are going to come. So thing
number one is: you have to create your funnel. What does
that mean? Well, down here you’re going to get clients, if you do
it right, and up here you’re going to get leads. Now, these leads are going to eventually become prospects, right? And and these prospects are going to become what I call Short-Term Clients And of course, finally they’ll
become Long-Term Clients, if you do your job right. So,
how do you get your leads? Well thing number one is: when you open up your personal
training boot camp business, thing number one has to be: you’ve got to
create a Facebook fan page. So make sure you write that down: create
a Facebook fan page. Thing number one for your business. And that is important because you are
going to, then, start posting on your Facebook fan page,
positive reinforcement messages that have to do about fitness, fat loss, nutrition,
mindset, motivation. And of course you gonna put any kind of
workout pictures from your gym or boot camp on there at least three times day. You
know: Mrs. Jones working out, someone doing a plank, no videos just pictures are plenty.
And then you’re gonna tag your client on that picture, on your
Facebook fan page, so that their friends can see that
they’re working out in your facility. This is called viral marketing and this
is very important. And so as your fan page grows here, and once you have North of about 200 fans in your community, which is gonna be pretty
easy to. Next thing you do is you start running Facebook sponsored ads and timeline ads to your
fans. And these ads are not going to be for a
full-service, personal training or boot camp program. Your Facebook fan page ads that are
gonna get run to your fans are going to be to people who
are currently leads, because they’re on your fanpage, and we want to make them prospects.
So how do you make them prospects? You’re gonna put a squeeze page up and your
squeeze page may offer a free report, that report might be on healthy desserts,
it might be seven ab workouts they could do at home to
get flat abs, that might be three ways to lose 10 pounds in 20 days.
A free report or video, but they can only get that
report or video when they exchange their email address in in exchange for that report or video. So you’re
taking fans who are currently leads, and they opt in and
give your email address, and now they become prospects, right? They
become prospects. Now, when they’re prospects, they’re gonna get to
know, like and trust you through this free report or video. You’re gonna set up auto-responders to
go out them automatically if you use Fitpro newsletter or Aweber, or ConstantContact, and of
course eventually you’re gonna offer them a
short term program. And they’re called Low Barrier Offers. Now a great one for this is a 14-Day Fat Furnace program, or a 21 day rapid fat loss program, or
twenty-eight day flat belly programs, sixteen-day sexy slim down. But if you see what we’re doing here,
all the short term programs are under 30 days and their under 100
dollars. And so you’re gonna offer this to your
prospects who now know, like, and trust you, and they’re gonna come on board for that
short term period. Now, with that 14 days or 16 days or
21 days or 28 days, that’s the time you’re gonna wow them, give them the best results you can, give them
the best experience you can, make sure they’re coming in, and before that time period is over, you
have to sit them down for nutritional consultation, where you educate them about nutrition, and then
sell them on becoming a long-term client, right? On
a 6, 12, 18, 24 month program. Because these folks
need that kind of time line to get in shape and stay in shape. So I hope
you can see how this funnel works. Now once you understand the concept of
this funnel, it’s really easy to then plug in more lead sources into
your squeeze page, they become prospects and then short-term clients and then long-term clients. How do you do that? Well, now you can start targeting on
Facebook people in your zip code, let’s say your
market is women, so you can target women age, let’s say, 30-60, show them a link to this fanpage, or
sorry, show them the link to the squeeze page, when the office for the free report or
video, they’re on your email list, they get indoctrinated with information
to know, like and trust, you make them a low barrier offer, and
move some of those people into clients. How else can you do this?
You might want to get some YouTube videos up there for your community. So that when someone
is searching for personal trainer at in Tustin, California, your YouTube video for “Personal Trainer
Tustin California,” is gonna come up. And when it does
there’s going to be a link in the description box of that video to this squeeze page. And when
they go to the squeeze, page guess what they’re going to do? They’re gonna opt-in and they’re gonna get right
in your funnel. So I hope you can see all the different ways that’s gonna work
out for you, right? So don’t ever think that people are gonna go right to
your website and call you and sign up for your biggest, most badass program. That’s not going to happen and when it
does it’ll be pretty rare. but a 80% of your clients are gonna
come through either Facebook or some kind of a YouTube video that
gets optimized on Google, and of course gets found for a keyword
they’re searching for. So I hope you understand the concept of the fitness marketing 101 funnel here and
of course there’s so many other ways you can buy traffic from Google, you can
buy traffic from Bing and Yahoo, you can certainly by traffic on Yelp
these days, on a review site. And push them all to a squeeze page like
this that gives them a free report in exchange for an email address,
indoctrinates, gets them on a low-barrier program and then convert some those people into
long-term clients. Once you do that, then the other 20% of your clients
will come from these people who’re going to give you referrals. So I
hope this model makes sense to you. Of course if you have any questions that I
can help answer just click the link down below. You’ve got
my blog and of course you can leave a question there for me. Or you can just find me on Facebook and ask me
a question and I’ll do my best to give you the answer. Alright, I’ll see you later.