Fitness professionals are…well exactly that! They’re experts in their fields, with a passion for making a difference in the lives of others. However, as the fitness industry continues to get more and more competitive, fitness professionals also need to be expert marketers.
Effective marketing can help fit pros like yourself stand out and showcase your expertise. It enables you to communicate the unique benefits of your services — whether they be personalized training programs, nutrition plans, or online fitness classes.
Nowadays, most fit pros are relative experts when it comes to having a strong online presence through social media and user-friendly websites. But one element of marketing that you may be unfamiliar with is a marketing funnel, and that’s what we’re going to explain here today!
A marketing funnel is a model used by businesses to understand and optimize the customer journey and conversion process. Let’s take a closer look.
What is a marketing funnel?
A marketing funnel (sometimes referred to as a sales funnel), is a conceptual framework, outlining the stages a potential customer goes through before making a purchase or taking a desired action.
It helps marketers tailor their strategies and content to each stage of the customer journey. Different tactics and messaging are often employed at each stage to move prospects smoothly through the funnel and ultimately convert them into customers.
The funnel concept visualizes how many potential customers are progressively narrowed down into a smaller group of actual customers.
Stages of a marketing funnel
A marketing funnel typically consists of several stages, which can vary in name and number depending on the specific model, but the core stages are commonly:
This is the top of the funnel (TOFU) stage where potential customers become aware of your product or service. They may come across your brand through various channels such as social media, search engines, advertising, content marketing, or word of mouth.
After becoming aware of your brand, some of these prospects will develop an interest in what you offer. They may start researching your product or service, visiting your website, or engaging with your content to learn more.
In this stage, prospects are actively considering your offering as a solution to their needs or problems. They might compare your product or service with competitors, read reviews, and seek more detailed information.
At this point, potential customers have a strong intention to make a purchase. They may have added items to their cart, signed up for a trial, or taken other actions indicating their readiness to buy.
This is the bottom of the funnel (BOFU) stage where the prospect becomes a paying customer. They complete the transaction and make the purchase.
After a customer makes a purchase, the funnel doesn’t necessarily end. Retention and loyalty efforts come into play to keep customers engaged and encourage repeat purchases.
Satisfied customers may become advocates for your brand, referring others and spreading positive word-of-mouth, effectively entering them into the funnel again as a source of new leads.
8 steps to creating marketing funnel
Creating a marketing funnel for your fitness business involves a series of steps to attract potential clients, nurture their interest, and ultimately convert them into paying customers. Follow these steps to build an effective funnel for your fitness business:
Top of funnel
#1: Define your target audience
Identify your ideal customers. Consider factors like age, gender, fitness goals, location, and any other relevant demographics or psychographics. Understanding your target audience is crucial for tailoring your marketing efforts effectively.
#2: Create awareness
Attract potential clients to your fitness business by raising awareness. Here are some strategies to consider:
- Content marketing: Share informative articles, blog posts, videos, and social media content related to fitness, nutrition, and wellness.
- Social media advertising: Use platforms like Facebook, Instagram, and Twitter to promote your fitness services and engage with your audience.
- Search Engine Optimization (SEO): Optimize your website and content to rank well on search engines for relevant keywords.
Check out: Harnessing the Power of Fitness Social Media
Middle of funnel
#3: Generate interest
Once you’ve captured their attention, it’s time to nurture their interest. Strategies include:
- Email marketing: Collect email addresses and send newsletters, workout tips, and special offers.
- Webinars or workshops: Host online events to provide valuable information and showcase your expertise.
- Free workouts or guides: Offer free workouts, meal plans, or fitness guides in exchange for email sign-ups.
#4: Encourage consideration
Keep potential clients engaged and considering your fitness services:
- Offer a free trial: Allow prospects to try your fitness classes or services for a limited time.
- Client testimonials: Share success stories and testimonials from satisfied clients.
- Personalized recommendations: Provide tailored fitness and nutrition recommendations based on their goals.
Bottom of funnel
#5: Prompt intent
Encourage potential clients to take action and become paying customers:
- Special offers: Provide exclusive discounts or promotions to incentivize sign-ups.
- Clear call-to-action (CTA): Make it easy for prospects to schedule a session, join a class, or purchase a membership on your website.
- Online booking system: Implement an online booking system to streamline the booking process.
#6: Track and measure results
Use analytics tools and key performance indicators (KPIs) to monitor the effectiveness of your funnel. Track metrics like website traffic, conversion rates, email open rates, and the number of new clients acquired.
#7: Retention and advocacy
After someone becomes a customer, focus on retaining them and turning them into advocates:
- Provide great service: Deliver high-quality fitness sessions and customer service.
- Loyalty programs: Reward loyal clients with discounts or perks for referrals.
- Ask for reviews: Encourage satisfied clients to leave reviews on platforms like Google My Business, Yelp, and social media.
#8: Continuous optimization
Regularly assess your marketing funnel’s performance and adjust as needed. Experiment with different strategies, messaging, and content to improve conversion rates and customer retention.
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