Elevating Your Franchise For Peak Industry Performance

October 11, 2022

3 Tips for MAXIMIZING Lead Flow

As the fitness industry continues to grow, so does the demand for quality lead generation. To stay ahead of the competition, it's essential to have a solid plan for marketing a franchise and lead sourcing. Here are three tips for maximizing your lead costs and driving more franchise growth:

1. Challenge: Your ads are underperforming.

Tip: Re-evaluate your offer and ad creative.

A major mistake most fitness businesses make in advertising is not changing their offer or ad creative enough. Over time, your target market will become immune to the same offer if it's presented in the same way. When this happens, potential customers literally ignore your ads. By creating an irresistible offer and a "scroll-stopping" creative, you'll maximize the number of eyeballs that see your ad. Remember: your offer is competing with everyone else’s and if it doesn’t WOW your audience, they’ll ignore it. 

2. Challenge: You're not generating enough leads.

Tip: Study your data.

Make sure you're carefully monitoring your ad performance and adjusting as needed when they aren't converting. This means constantly testing different versions of your ad copy and creative, as well as different targeting options to make sure you're advertising to the best audience. When your lead costs exceed a certain number (we like to keep lead costs under $20/lead), the ad will actually be a negative draw on your business. We have an entire team dedicated to monitoring our ads 7 days a week to ensure they're both fully optimized and cost-effective. Keeping the wrong ad up for too long can be a huge waste of money, not to mention frustrating for potential customers who see the same thing over and over again.

3. Problem: We’re not getting quality leads.

Tip: Advertise to your audience.

While we understand the desire for "more" leads, we also know it's better to have a smaller number of high-quality leads than a large number of low-quality ones. But you don't want just anybody to see your ads. You want the right people to see them. This means you need to make sure your ads are being placed in front of the right potential customers. The secret to making this most effective is by matching your ad creative to your audience’s interests.

3 Tips For MINIMIZING Booking Costs

1. Problem: Leads aren't booking appointments. 

Tip: Follow up immediately with leads that don't book. 

If you aren't reaching out to your leads within minutes of them responding to your ad, you run a very high risk of them not showing up. Not only does following up immediately add a personal touch to your first interaction with a potential client, but it also allows you to answer any questions they may have and ensure that they're comfortable coming in for the appointment. At Pancham, we have a 24/7 team that follows up with leads within two minutes of them signing up, so we never miss a lead.

2. Problem: Leads aren't showing up for their appointment.

Tip: Build a 7-Day Follow-Up Plan.

Leads are great, but if they're not turning into appointments, then they're not doing you much good. One of the most important things you can do to increase your conversion rate is to focus on your follow-up process and make sure your leads are being nurtured consistently within the first seven days. A good strategy we use at Pancham is to send 5-6 follow-up texts, offering the potential client an appointment with our team, within a 7-day span. We've seen a 50-80% booked appointment show rate with this number.

3. Problem: I've done everything you said and I'm STILL not getting results.

Tip: Stop doing everything yourself.

If you were trying to scale a physical product company, would you be the one packaging and shipping products, or would you hire a fulfillment center? Would you answer customer service emails, or would you hire a customer service team? The same question applies to fitness businesses. One of the biggest mistakes you can make as a franchise owner is trying to build your business as a “lone wolf.” It’s appealing to keep costs down but in the long run, it’s not a sustainable way to grow. You need to build a team who can constantly monitor data, adjust ads, and follow up with leads, so you can focus on strategic growth. Having your hands tied up in the day-to-day sales and marketing of your business will only hinder your ability to scale and take your focus away from other important things that need your attention.

If you'd like to learn how we consistently get our clients 30-50 new trials in just 4-6 weeks, book a call or contact us.

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