There are two ways to get more leads for your BJJ school - organically or paid. There are pros and cons to each.
Paid leads often come quicker and in greater volume, but cost money and require skills to run ads.
Organic leads are free but are often fewer, less frequent, and less predictable.
But the truth is, you end up paying for both. Paid ads cost money, and many of the free organic methods cost time and effort.
The best strategy is to have systems in place for both.
So you are constantly getting new leads, with the free leads balancing the cost of the paid.
But if you get good enough at the 7 methods below, you can eventually stop paying for ads all together.
Here’s how.
Referrals
Getting your current members to refer their friends and family will always be the best way to get new members. The lead is warm and there is trust built in from the start. Friends trust each other, so if one recommends a business, the other will naturally trust the value of that business.
Plus, referred members are coming in to a place where they already know someone, which lowers their hesitation, and they also end up staying longer as members on average.
The problem is, most gym owners don’t talk about their referral program…or even have one in place. Incentivize members to refer their friends through cash or discounts. And make it known in your gym - post it internally, talk about it, and use it in emails.
Referrals are the strongest and most profitable organic lead you can get.
Search Engine Optimization
Although there is some cost with building and maintaining a website, by having a high-ranking site on the first page of Google, you will naturally get more traffic and leads to your gym.
Better SEO can be achieved through effective key word research, updating your GMB page, getting consistent 4 and 5 star reviews, and keeping your website up to date. (Tactical Marketer can help improve your SEO.)
Websites that aren’t updated regularly with new content will drop in the search results. Leads to the next method - creating content.
Create Content Regularly
If you’re not creating content in today’s competitive online world, you are losing attention to the brands that are. There are many benefits to creating consistent content, including attracting new leads and retaining current members.
But you can’t just make a few posts, then vanish for months.
You must remain consistent. This is a modern cost of running a business.
Fresh content will also lift your SEO rankings, keep current members engaged, and can be used in paid ads if you decide to do that.
Content doesn’t need to be super-polished, AOJ-level videos either. It can be simple reels shot on your phone, basic BJJ articles for your blog, and short newsletters each week.
Just commit to regular content and the results will appear.
Network
The most successful business owners are constantly networking with local people and talking about their gym. Before the internet and paid ads this was the primary way to generate new local business.
You went out into the world and talked to people.
And it still works.
Get involved in your local town, go to town events, talk with other business owners in your area, and talk to one new person every time you're out around town.
A good place to start is coffee shops, gyms, and other health-minded places where people would be interested in trying BJJ.
Shamelessly talk about your gym and the benefits of BJJ, especially to parents!
Partnerships
Similar to networking, you can build partnerships with local businesses to mutually refer customers.
Make a connection with a local chiropractor, physical therapist, personal trainer, massage therapist, nutritionist, and supplement shop.
These are all complementary businesses to BJJ that don’t compete directly.
If you refer your members to them, they will certainly have your business top of mind whenever one of their clients is looking for a new hobby, way to get fit, or something for their kids to do.
Partnerships can be powerful ways to get consistent new business.
Schools
One of the best partnerships you can build is with a local school. With the right networking you can connect with the school official who can set up a demo day where you show jiu-jitsu to the entire grade or school.
Kids want to be ninjas, and if you make this demo exciting enough, every one of them will be asking to join your ninja class when they get home.
Do some research and find out how you can speak with someone at your local elementary school.
These partnerships have the power to deliver hundreds of qualified leads every year.
Events
Hold events at your gym and encourage members to bring their friends. There may be some costs, but you can keep these events cheap.
UFC night is only $80, pot lucks are free, and meeting at a local bar for happy hour puts no cost on you.
Holding events out in the community at bars, restaurants, parks, and event centers are another way to connect with local businesses and talk with locals.
Hold an event every 6 weeks and make sure everyone is welcome, especially non-member friends of students.
Hosting kids events (like birthday parties) where they can bring friends can be even more successful.
Final Thoughts
You will likely pay for leads one way or another, through ads or through effort.
Try adding one of the methods above next week and work on if for the next month. If you add and maintain one new method each week, you’ll have all 7 running in just 2 months.
Imagine you had all 7 methods working to send a consistent flow of new business each month without spending a dime.
You could even get to a point where you didn’t need ads.
But, ultimately, the combination of the two will take your BJJ gym to those $50k months and beyond.
If you need help with these, book a call.
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