Recognizing the different audiences you need to market to:
Not every client is comfortable with everything, and for me, there are two main audiences to market to:
For the internal clients, those that have been with you for a long time, you have to make them excited about your method and give them the results they want. They are your clients because of the outcome you give them, so ask yourself: When was the last time you talked to your clients about their results? Because that is key to keeping existing clients with you.
For the new clients: you probably feel that this is more difficult now, but technology allows us to reach so many of them. The fitness industry has been scared of technology, but this is going to give us the new clients we need now. Also, technology is the center of the customer service experience, and you have to make a connection early on to make them come back to your studio.
If you were a Pilates studio or another modality focused largely on equipment based workouts, how would you market new (bodyweight or mat only) online classes to your clients who loved utilizing equipment?
My first recommendation is: You have to really believe in what you are offering. Take the time and don’t hurry to make this decision about changing the scope of your business because it’s important to make them strategically. If you think that the next step is a new pivot: you have an existing audience that trusts you, you can’t just throw a new modality and suppose that they will be happy about it. Talk to your clients! The way you message your shift is just as important as deciding the pivot.
Then be authentic and transparent. Explain the change to your clients and how you are still providing them value.
Do you acknowledge that you are changing what you have said in the past to your clients or you just focus on what you are doing now?
I believe that authenticity and transparency are the best things in the world. It’s better to acknowledge it and explain to your clients why you have to move on. I think that’s where you can really gain consumer trust.
Marketing to new customers: What are the best strategies to look for new clients outside of your geography? How do you get these new clients?
The first thing would be to evaluate the opportunity by checking your niche. When you think about diversifying your audience, you have to think about what you’ll offer to your clients. It’s time to decide what your business represents and who you want to attract. The second step is to decide how much are you going to invest. Invest in social media but beyond pretty pictures and cool words, invest in something that attracts people. Commonly that is ads, and probably you’ll need an expert, that way you will put money only to bring you new clients and not just some clicks.
What is the appropriate messaging to market to a cold audience during this time?
if you are doing it on your own, which is great, you could start testing a message to a little audience, knowing what went well, and try it again. It’s a little trial and error. Also, always having transparency and honesty. I do recommend working with someone that could help you with it as copy writing is a skill.
If you are requiring in studio precautions and procedures, how quickly do you explain this and present this to new clients?
I really recommend trying to turn on those automated communications that your booking platform probably offers, like emails, and position your terms and conditions in front of your new client multiple times. As early as right before the moment of purchase or definitely before their first class.
How much email marketing is too much?
There is not a single answer to that question, sometimes we think it’s too much but actually, it’s appropriate but some other times it is spam. You have to ask: Who am I sending this to? Is it beneficial for them? Then, look at the response rate. Also, having List segmentation is important, that way you are sending the right message at the right time. The more specific we are, we can speak to the client better. Finally, remember that email cannot be the only form of communication.