Tip 5 of 5 - Lead Nurturing
Last week we talked about improving your social media strategy. Social media, while it is fun, is also challenging because there is so much content being shared this way, but with these simple strategy adjustments, your audience will start to emerge. Today, we are going to build on that and talk about what you should do when you start to convert those prospects into leads.
Tip #5: Nurture Your Leads
What this Means
Have you ever posted a comment, tweeted a complaint, or wanted some kind of an online response from a company and never got one? How did it make you feel? In the world of instant gratification and high speed everything, companies (including gyms and fitness facilities) must be on top of what is happening across their online channels.
Why this is Important
- Do you see comments on Facebook threads or on Yelp and just let them ride?
- Do you take a few days to respond when customers or prospects have questions for you?
- Are you not thanking customers for their support?
The lag time or lack of response may be hurting your online marketing more than you know, and give prospects the impression that you are not interested in them. Being present and involved can make all the difference to your online marketing success.
How to Start Doing This
Identify where people are talking about you & get involved.
Building a community means being responsive to all of the online conversations happening about your brand. Your community members will appreciate even a simple "thank you" to one of their positive comments.
Respond quickly to negative comments.
Timely responses are especially critical when you receive negative comments. Waiting even just a few hours can suggest to prospective customers you don’t care about your customers.
The way you respond matters, as well. Utilize your great customer service skills to manage the negativity and you will be perceived as the professional and well-run organization that you are, and possibly win more followers as a result.
Warm-up customers with content that is relevant to each part of their journey.
Each piece of content you show your customer (whether it is a promotional offer, an ebook, or an email) should help move the customer towards purchasing. Understanding and anticipating your customer’s next move is very important, especially since they will have new and different questions as they move farther along in their journey.
Follow up on form submissions immediately.
So you were able to convert a customer on your website. Give them a call in a timely manner to follow up and start the sales conversation. If you have more than one person doing sales, it is helpful to make sure they are all on the same page in terms of the marketing materials that are being published and what promotional offers are active. You want your sales team to have the best and most informed call with the potential customer possible.
We understand that as a gym owner or manager you have a lot of hats to wear and marketing is just one small piece of the puzzle. Understanding what your strengths and weaknesses are when it comes marketing and following these simple tips may help save you time, expand your reach, and attract and keep the members you truly deserve. For more information on how Cybex can help your facility market like the pros, contact us.