Attracting new leads to your BJJ gym requires more than great content, a clean studio space, and a wall full of medals.
It’s about presenting irresistible offers to qualified prospects.
An offer is the value you promise to deliver through your service in exchange for something.
Offers can vary from free, to low cost and value, to high cost, value, and commitment.
And these offers will serve as the basis of your paid marketing campaigns on Meta.
Your gym should be constantly running campaigns to test new offers to find which are most successful.
However, there are two types of campaigns that should be constantly circulating in your business.
Evergreen Campaigns
Evergreen campaigns are marketing campaigns that run continually, meaning they are always going and are updated infrequently.
These types of campaigns are typically low-barrier-to-entry offers that don’t require a high level of commitment or investment from the lead.
Examples are free class trials, one week free, two weeks for $20, or some other low-level commitment that makes it easy for a lead to engage with your business.
These campaigns should make up the majority of your Facebook and Google advertising, and after personally running ads for the last 5 years, they are proven to capture quality leads every month.
You can rotate through these campaigns every 6 weeks or so to keep things fresh and test which offers work best. For example, run a free trial class for 6 weeks, then offer 2 weeks for $20 for the next 2 weeks and test the quality of lead and measure conversions.
Typically, one offer will outperform the others, however, it’s smart to continually rotate through evergreen offers, as small, local audiences become tired of seeing the same offer repeatedly.
Just make sure your front desk is prepared with the new offer whenever you make changes.
Evergreen offers perform best to top of funnel, cold traffic and lookalike audiences on Meta.
Promotional Campaigns
Promotional campaigns are infrequent offers used at specific times to capture leads or sales for a set period of time.
These types of campaigns typically require more commitment or investment from a lead, but offer more value in exchange.
Examples are holiday sales, new year specials, 6-week challenges, and one-time discounts.
The point is to offer something for a limited time to get prospects to act now. There is urgency and scarcity built into these types of offers, and can be used to reactivate old leads, push stagnant leads forward, and get more money into your gym quickly.
These campaigns should make up a smaller percentage of your paid advertising, however, can have a large impact on your monthly revenue when done properly.
You can also cycle through promotional campaigns frequently to test new offers. I recommend a new promotion at least every quarter.
Successful promotional campaigns I've run in the past are one month free with sign up, 6-week challenges, and 50% off for 3-month commitments.
You just need to be careful with discounting your stuff, as it can have the reverse effect on buyer psychology long term. Read this to understand why.
Your staff should also be prepared to deliver on these offers, especially if they come with high-value delivery up front or for a specified time, like 6 weeks.
Promotional offers perform best to middle of funnel, engaged, and retargeting audiences on Meta, but can also perform well with cold traffic.
Budgeting and Testing Campaigns
The majority of your annual advertising budget should go toward evergreen campaigns. A smaller, but more condensed budget should go toward promotions, meaning more spend with a shorter time period.
A good rule is 70% of budget to evergreen and 30% to promotional, however it’s always best to test.
A standard that most gyms are comfortable spending is $20 per day on evergreen ads. This is $600 per month and usually delivers roughly a lead per day.
If you are in a competitive market like LA or NY you will likely have to pay more.
In fact, if your processes are dialed in, including booking, showing, and converting new leads, you should absolutely spend as much as possible to acquire new qualified leads, closer to $100 per day and beyond.
For promotional campaigns, I recommend taking a set budget, like $500 and running it over a defined period, like 7 days.
If you find one specific promotional campaign is doing well, consider running it every few months, or upgrading it to an evergreen campaign.
I’ve taken free month campaigns and turned them into successful evergreen campaigns that now consistently deliver over 100 leads every month.
Testing is the key.
Final Thoughts
Business is a nonstop process of creating, testing, and refining your offers and campaigns.
Evergreen campaigns are the most important to nail down because they will bring you consistent business every month.
Promotional campaigns are the cherry on top that can bring new revenue quickly to your gym.
A smart strategy is to use email to assist with these campaigns for better effectiveness and to make less work for yourself and your staff.
Set up automations for all evergreen campaigns, blast your old leads and former members with promotional campaigns, and build your retargeting and lookalike audiences for paid ads from your current email list.
New leads are the lifeblood of your business and how you can scale to $100k months and beyond in your gym.
If you need help running paid campaigns, book a call.
Comentários