Today I went live in my Facebook Group to talk about my top 3 marketing tips for 2021.
Going live in FB groups is a really great way to send your message, btw.
If there's one question I get asked more than any other, it's this: "How do I get more butts on mats?" ... today they’re virtual mats... but you get the idea.
So before I dive into how to broaden your audience and tell more ideal clients the story of your brand, I must say this: Your marketing is only as good as your sales process.
What I mean is this: if you don't have systems for turning leads into trial students, trial students into members, and winning lost members back, I want you to click that red x at the top of your screen, and go find a sales training.
But let's say your sales process is swimming right along, you know how to close the deal, and now you need more interest at the top the funnel. It's time to flex those sales muscles.
Here's what you need to know:
Know where your audience is
I can't stress this enough: we can't be everything to everyone. Marketing seems daunting because there are SO many platforms to be on, so ask yourself this: Where will I get the most "bang for my buck?" It's where the eyeballs are.
If you're targeting a younger audience, Instagram, TikTok, YouTube and Snapchat are great places to be online. Going after the 40-50 ish crowd? They're on Facebook. Trending even older than that? Try snail mail or a good ol' fashioned phone call. Seriously.
The point is, it's easy to fall into an overwhelm trap when there are so many places to be with only so many hours in the day. Devote yourself to hanging out where the people are, and you'll be surprised by the results. Promise.
Know where you're going
It sounds silly, but you'd be surprised how many Studio Owners I see posting just for the sake of posting. And while I know your dog's adorbs and your handstand's impressive, your posts will be SO. MUCH. MORE. POWERFUL. when they have a purpose.
Lay out your plan. Have a retreat coming up? A teacher training? Planning any workshops this year? Need a steady stream of newbies? How about Black Friday? Mark the dates of your events and promotions on your calendar, then work backwards.
As a general rule of thumb, the more expensive your end goal, the longer and more consistently you'll need to market it. By laying out your destination first, you'll know how to push and how long to push for.
I'm a huge proponent of content marketing. I like to prove to prospective clients (in both of my businesses) that I can help them by actually helping them. So, I create content with value and purpose and then (and only then) do I ask for the sale. Don't be afraid to ask. Once you've delivered value, make it easy for your audience to say YES.
Consistency is key
I say this all the time, but if there were a "set it and forget it" approach to generating new leads, I'd be retired to Tahiti by now.
There's no such thing as a 'silver bullet.' Adopting the right acquisition strategy takes time, patience, and the willingness to screw up, scrap the whole thing, and start over.
The most successful marketers are the ones who are willing to try, test, track and tweak their campaigns until they're perfect.
So, instead of sending out one FB ad, watching it fizzle, and then declaring Facebook isn't for you, commit to spending your time where your people are for 90 days. Yep. 90 days of consistently showing up for your tribe. Then let me know how it's going.
I know this can feel like a total slog. You're running your business in a pandemic, trying to keep your current clients happy, trying to win the old ones back and trying to catch a few new ones too.
If you’d like
I've created a workshop this Friday, January 29th from 12:00 pm - 4:00 pm EST. It's called 365 Days of Marketing Magic -- and it's exactly what it sounds like.
I'll share some theory, have you map out your journey, and then we'll get to work filling in the plan for the entire year ahead.
I'll share email templates, post inspiration, and even offline strategies you can use to fill your content calendar to the brim.
And you'll actually walk away with a roadmap, so all you'll need to do is fill it in with your special sauce. It may even become fun.