The key ingredient to growing YOUR fitness business
Whether you’re online or in the studio, you know that customer focus is the key to a successful business. But how well do you really know your members, and why should you care?
Do you know how much they earn? Who they hang out with, where they like to spend their time, where they get their hair cut, what school they went to, or where they live? My guess is you could pull one or two of these answers together, but what about the rest?
If you already know your customers you’re doing better than most! But if you do know them, can you describe them in detail? A customer persona is a ‘fictitious’ model of your ideal customer, it covers things like age, gender, location, occupation, motivations, likes, dislikes, and pain points. These, along with 52,000 (yes 52,000) other data points is how Facebook profiles and advertises to you.
So why is it so important?
- Just like Facebook, when you understand who your members are, you can market directly to them… which will save you money….. a tonne of money.
- You can build a thriving community of like-minded individuals that share common interests
- You can tailor your classes, workouts and appointments to meet their needs and avoid their pain points.
- You can create your own niche that will separate you from your competition, helping you to become a leader in your field.
- You can create meaningful growth strategies that will increase your business.
Creating your customer persona
Now you know the importance of a customer persona, how do you go about creating one? Well, you need to start with one individual, you can extend past a single character, but it’s always good to start with just one.
You need to think about what your ideal customer would look like, their background, goals, aspirations, and challenges. What are their interests and needs? How old are they? Where did they go to school? Do they have children? Are they married? What music do they like? What’s their average income? What does a day-in-the-life of your ideal customer look like?
These questions may sound a little overwhelming, but here’s the thing… Creating a very specific customer persona will dramatically improve your business and lower the cost of getting new members into your studio or onto your online classes.
And speaking of getting new members into your studio or online class, if you’re using Facebook or Instagram to attract new members, then make sure that you’re using your retargeting tracking pixel. For information on creating and using your tracking pixel click here: http://goretrieve.com/adding-facebook-pixel-to-your-timetable/
But is knowing your customer only helpful for Facebook?
Facebook advertising is awesome when you know your customers, but let us not forget that there is a real-world on our doorstep. Knowing your customer persona will also enable you to get in front of other like-minded individuals, like all those potential members that don’t already know about you… How? Well, let’s say that your ideal member is a young dad with two active children, sponsoring the local primary school team is a great way to get your brand in front of other dad’s that may share the same interests. Or, let’s say your customer persona always gets her hair done at a local salon, targeting the salon stylists is a great way to get your business talked about with other like-minded women.
Ultimately, creating your ideal customer persona will not only lower your costs, but it’ll also help you to create a vibrant community of like-minded individuals that you enjoy working with.
For a step-by-step guide to creating your ideal customer persona, along with 20-key questions, download our The Insiders Guide – “to the art of attraction”. See download below.
How To Save Money And Attract Your
Perfect Members In As Little As Two Weeks!
Reduce your overheads and increase your members. A step-by-step guide to profiling and targeting the RIGHT type of members, includes 20-key questions you need to know.
Grow your business with GO Retrieve
Let GO Retrieve help you…
Custom Branded Mobile App
Promote your brand with your very own custom-branded mobile app available for IOS and Android. A great way to keep your brand in front of your clients, allowing them to book and pay for all your classes, appointments and workshops.
Engage and re-engage
Send automated and targeted push notifications to remind your clients of upcoming classes and events. Re-engage with clients that have stopped booking with personalised “we miss you” messages. And automatically send ‘Happy Birthday’ messages with a free class if you’re feeling generous.
Secure Payments
Online booking and secure payments for your classes, appointments, and workshops any time of the day or night. Create recurring memberships, single and multiple class passes with added incentives.
Keep your classes full
With online booking and real-time scheduling, your clients can book your classes on the go. And when a class becomes full they can add themselves to your class waiting list. Automatically send Push Notifications when a space becomes available.
Recurring Payments
Create unlimited bespoke memberships with class and appointment flexibility. Automatically create recurring payment collections with a click of a button.
Staff Check-in app
Provide your staff with their own check-in registers, giving them instant access to client details. View emergency contact details, health information and more.