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MANAGEMENT MASTERCLASSES I DIGITAL MARKETING


How to become social, mobile and digitally savvy - and double your profits in 2015 (Part 2)


In the last issue we covered the how to attract more traffic using social media, and in particular Facebook advertising, and ultimately how to generate a much higher percentage of that traffic into a lead by utilizing specific website tactics.


In this issue we are going to look at the business end of your digital strategy; Sales. 6. You are in the e-commerce business.


There you were thinking you were in the fitness business!


In this always-on, want it now, no-time-for-anything economy you have to give people what they want, when they want it – and that means the ability to buy from you at any time day or night.


It is estimated that up to 5% of people visiting your website are ready to purchase from you right there and then. You have to deliver. The budget gyms get it (or at least are forced to because of their business model). “I have too many membership categories” or “people won’t buy a high priced membership online” are the most frequently used objections when I start working with new Clients. All are proven wrong and all wish they’d started selling online sooner. Too much choice doesn’t stop Tesco,


“Not providing a BUY NOW (or JOIN NOW) BUTTON on your web site is costing your fitness business thousands of pounds in lost members”


36 I body LIFE 2 I 2015


a high-ticket item doesn’t stop eBay customers (try typing ‘Ferrari California’ into ebay.com and hit the Buy It Now button if you don’t believe me!). In short, I can guarantee that not providing a ‘Buy Now’


/ ‘Join Now’ button on your website is costing your fitness business thousands of pounds in customers.


7. Build loyalty, trust and desire.


Most people just don’t get ‘jiggy’ on a first date! Most relationships, whether 1-2-1 or with a company’s products and services, develop over time and are built on emotions such as trust, loyalty and compatibility (although lust – hello my new iPhone6 – can play its part). 95% of people who visit your website won’t be ready to purchase from you – fact! Buying anything requires a change of thought process. The psychology of change is a neurological process that starts when people move from indifference in your product or service to an awareness of a need that requires satisfying. From there they move through the stages of consideration, preference, intention and then finally purchase. For some this whole process can take 5 minutes, for others it could take 5 years! It’s fair to say that unless you are constantly communicating with your prospects, providing lovable content that helps them move through this process you are missing out on hundreds of new customers and members. The most effective way to do capture these customers is to focus on the stages people go through to get from where they are, to where they


www.body-life.uk lost members and


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