Getting More out of Your Current List and Traffic
If you're like most trainers or gyms, the majority of your leads will come to you at the top of the sales funnel, in the research stage. They want to get fit, lose weight, get strong, etc. so they start looking at options, doing internet searches, etc. Hopefully you're making a low commitment offer on your website to get them into your funnel and get their contact info - free pass, free session, guide, report, recipe book, etc.
Once you get them into your sales funnel, what do you do next? Since most of your prospects are still doing research, it could be awhile before they are ready to sign up with you.
So what should you while they're researching and deciding? If you’re like most, you follow up a few times after getting their contact info and that’s about it.
If you’ve got Infusionsoft, this is where you can leverage it to really crush your competition, plus get way more out of your current ad spend.
You do this by creating a nurture sequence, which is a series of touch points that nurture your leads until they are ready to buy. This could be emails, phone calls, and direct mail.
With Infusionsoft you can completely automate your nurture sequence, meaning it’ll cost you absolutely nothing once you set it up - no extra manpower, money or ad spend.
What is a Good Nurture Sequence?
A good nurture sequence will provide value for your leads AND allow you to stay in front of them until they are ready to move forward and buy from you. What’s important for a good nurture sequence is that you build it long enough.
It should be at least as long as your average sales cycle. If you don’t know the length of your sales cycle at this point and you’re selling high ticket packages or long-term contracts, which most are in this industry, then start with six months.
As you create content over time, you can always add to the length. With Infusionsoft, and marketing in general, it’s better to just get started and create something rather than waiting until you have the time to create the perfect campaign.
How To Build a Nurture Campaign
- Create an Outline - Decide how long you want to make the campaign. The length depends on how long your sales cycle is. Generally the higher the price point, the longer you want it to run. Aim for a minimum of six months.
- Decide on the frequency. Start with the first couple emails closer together, ~1-2 days apart, then start spacing them out further and further. By the 6 month mark, you can space emails out every 2-4 weeks.
- Looking at a calendar, figure out the number of emails you need to write based on your outline above. You can also fill in the form below to get the Nurture Sequence Planning Tool to help you plan out the content and frequency of emails. It's a handy spreadsheet I put together to make the sequence easy to visualize.
- Brainstorm a list of email topics based on the suggestions below. I like to also create the subject lines when I’m doing this. Having the subject lines makes it really easy to write the emails after.
- Put the email topics in order that you want to send them and put them into the calendar outline.
- Start writing emails using the options below or re-use previously written content from places like your blog. When you’re done put them into Infusionsoft and integrate the new nurture sequence into your main sales sequence.
Nurture Email Topic Ideas:
- Stories (from you, your business, your clients, etc)
- Client success stories - describe the pain your client was in before they found you and how amazing their transformation was after working with you.
- Big wins at your company - awards, successes, celebrity endorsements, publicity.
- Note: Generally you want to write emails about your clients and their needs, but it is good to show social proof and credibility too. Just ensure that you explain how your announcement/story helps your client. For example, If you are talking about winning an award, remind your potential clients that you provide (the best, most interesting, etc.) product or service available and how that helps them.
- Objection handling
- These are my favourite types of emails to use. Just use common objections that leads have to working with you or getting a membership.
- You can break this up into multiple emails and just do 1 email per objection
- Case studies
- Try to get specific with these. What specific problem did you solve for your clients? What results did they get from it?
- What makes your business better than your competitors
- Talk about the consequences of using your competitors and the advantages about working with you specifically.
- You can also write an email about what your clients should look for in a gym/trainer. All of the things that you offer/do will then conveniently meet the criteria that you are telling them to look for.
- Good content that will help their business/life
- Send them ideas or strategies without pitching anything, just as a way to be helpful.
- A great source of content for these types of emails is your blog. Many blog posts are relevant for years. You can write short emails that link to useful posts that have already been written.
- Why they need your product/service
- What benefits they’ll get when they go with you.
- Simple check in emails
- Every month or two, send a simple check in email. It only has to be 1-2 sentences, just checking in to see if they have any questions or need any help.
- Also, if they reached out to for a specific reason, it’s a great idea to remind them that the problem that they were looking to solve is probably still a problem.
- Example - they still need get out of debt/declare bankruptcy and they need a lawyer to help them through the process. Reiterate the consequences of delaying this decision.
- How their life/business/etc will change when they buy
- This is more storytelling. Talk about the transformation a person can expect when they work with you.
- Dig deep to describe the meaningful changes, i.e. not about how they’re going to save $100 working with you but how you’re going to change their life because they'll feel better every morning, sleep better or feel more confident.
- News/Current Events
- Link your business to relevant content in the news
- This can be tricky because if the topic is irrelevant in 6 months then it’ll be strange to send it but if the story is big enough, you can also keep it in your nurture sequence for awhile before it gets too old
- Offline Nurture
- You can also add in offline touch points to nurture your leads. These can include direct mail, phone calls, or webinar invites.
Below is an example of a 6 month nurture sequence:
Once you create your schedule and outline the topics you’re going to cover, you have to write the content. This could take you a month if you don’t already have a lot of content written for your business. If you do have some stuff written, leverage as much of it as possible. You can always tweak and add to your nurture sequence later, the point it to just get something up.
If you have any questions, shoot me an email at firstname.lastname@example.org