“If you want to do better in business, give all your best advice away for free.”
And I don’t mean to brag…but I do think that category includes myself. And since I want to never peak, I’m going to push myself to give away even MORE of my best advice.
That’s why, starting today, I’m going to show you how to set up your online fitness sales funnel from top to bottom.
Seriously, I’m going to give you the entire process step-by-step. I’m going to literally show you the exact thing my own businesses use every day to create massive success.
Now, because we have a lot of ground to cover, I’m going to break this whole thing up into weekly installments. For your convenience, I’m going to just keep building on the same blog post, so feel free to bookmark this page or copy down the link somewhere.
Fair warning…this is going to feel like drinking water out of a fire hose, so keep in mind that I’ve got a live event every year where you can get more hands-on help with this stuff. Discover more here: http://fitnessbusinesssummit.com
Let’s take it from the top!
Part 1: Creating Your Targeted Facebook Audience
This is where it all begins: your targeted Facebook audience.
Facebook is designed around one thing and one thing only: customer experience.
What this means for you is that you cannot advertise cold over Facebook. Cold ads tend to make people angry, ESPECIALLY in our industry, since people can be extremely sensitive about their weight.
“Screw you! I’m not fat! You’re just judgmental, you stupid advertiser!”
Obviously, you and I know that’s BS, but Facebook doesn’t care. They want people to stay online, even if that means sheltering them from the truth.
HOWEVER…we can still make Facebook work for us. In fact, even with all their restrictions, Facebook is still the biggest money-maker we have right now!
The key to mastering Facebook is to bring your audience with you to the platform…which is exactly what Facebook ads and pixels are designed to help you with.
How do you start building that audience? With content marketing that’s how!
Now there are tons of different ways to create content, so for now let me just say you should start with whichever medium is most comfortable to you. YouTube videos, blogs, Instagram – they’ll all work.
Whatever you choose, your goal is to create and share content that is useful, interesting, and/or fun, so that you can build the Know, Like, and Trust factor with your audience.
And if you don’t want to create the content yourself, you can invest in a done-for-you content service like FitPro Newsletter.
Also, you can make free offers at this point too, AKA lead magnets. This can be something like a free home workout program, or a digital recipe book, or a voucher for 6 free months of training. This should of course include an email opt-in box for prospects to claim your offer.
Once you’ve got your content and lead magnets up and running, you need to go in to Facebook Ads, create your Pixel, and then add that sucker to EVERY. SINGLE. PAGE.
Seriously, you want to slap that Pixel into every single piece of content you create. The Pixel is basically going to keep track of every FB user who views your content and add them to a list that you will later turn into a targeted audience!
Luckily, this is pretty easy to do, and I’ll show you how.
First, create your pixel by going into Facebook Ads, then clicking “Tools” then “Pixels”:
Then grab the code for it here:
Once you have that code, you can either add it yourself to your websites or get your web developer to do it for you.
This part of the process will a look a little different depending on which platforms you use, but just to give you an example let’s take a look at WordPress.
First, log in and go to your dashboard. Then go to Appearance, then Editor.
Once you get there, click on the “header” theme on the left side. That will bring up a page full of code. All you have to do then is find the <head> tag and paste in your entire Pixel code right under it.
Make sure you save your changes, and you’re good to go! Now all of your WordPress sites under that same domain will have your Pixel working its magic.
If you’re using some other platform, just do a quick Google search with the name of that platform + Facebook Pixel, and you should find a guide for how to implement your Pixel there.
Now, once you’ve got your pixel up and running, you can go back into Facebook Ads and create your custom audience.
Click that button and you’ll get a little pop up box that looks like this:
From there, you can decide whether you want to track visitors on all your sites or if you want to pick out specific ones. You can also set how many days you want Facebook will track visitors. To start with, I recommend the maximum amount: 180 days.
Then, hit the “Create Audience” button and Facebook will start creating your audience!
BOOM! You’ve got an audience.
Part 2: How to Set Up a Facebook Ad
Now to create your Facebook ad, you’re going to want to hop on Facebook and click the little down arrow in the top right corner of the screen. Then, on the pop-up menu click “Manage Ads”.
That will take you to the Facebook Ad Manager. From there, click on “+ Create Campaign”.
This will give you the option to choose your campaign objective. There’s a bunch of fancy options there, but “Send people to your website” will work just fine for us. On that same page you can choose your pixel (as we discussed earlier) and also put in your landing page URL.
(More on landing pages later.)
For placements, just pick all of them. Most Facebook business now happens on mobile anyway.
Now we get to the exciting part: your Audience page.
There are a LOT of cool things you can do with this page…but it’s also easy to get lost at sea.
Luckily, we have a shortcut in the form of the Pixel audience we created earlier! Go ahead and click “Use a saved audience” to choose it.
Next, the Budget & Schedule page.
Here, you can mostly just copy the settings I have in the screenshot. Adjust the first two options, Budget and Schedule, according to how much you want to spend and when.
Keep in mind that Facebook will not necessarily use your entire budget, so it’s better to aim high and maximize your clicks. Odds are, you’ll still only pay 80-90% of the budget you put in.
Once you’re satisfied with those options, scroll down and click “Choose Ad Creative”.
Then, choose “Create New Ad” and start adding in your images or video.
As you’ve probably heard or noticed by now, Facebook has really weird standards about what they will allow in your images or video. They’re changing the rules constantly, so an ad that works one month might get pulled the next.
Whatever! We’re just going to keep hustling and put up ads faster than they can knock them down.
Once you’ve selected your images or video, you’ll get a preview of the ad. This is also where you can enter in your copy.
Once you’re done with that, click “Place Order” to send out your ad!
Part 3: Setting up Your Landing Page
This is also known as your squeeze page, and this is where you’re going to really see a huge influx of leads coming in to your business.
Now there’s a couple different things you can do with your squeeze page, but for now I’m going to assume you want to convert training clients who are going to physically come to your gym, so with that in mind I’m going to have you set up a squeeze page that offers free fitness consultations (which gives you the chance to close highly qualified leads!)
However…this can also be one of the most difficult, time-consuming, and confusing parts of the process.
See, there are a lot of moving parts to a squeeze page. Obviously, you need a web page, but that page needs to be designed in a specific way so that it holds people’s attention and gets them to scroll to the bottom.
This is a subtle thing, but it’s very important. You could have the most effective sales copy in the world and still lose a ton of sales if the website “feels” wrong.
That’s another thing: the sales copy! Usually squeeze pages require a LOT more copy than just a Facebook ad, so you’re going to want to make sure that copy is tight and ready to convert.
Finally, you need a claim box where your prospects can confirm their interest and give you their contact info. Preferably, you also want this hooked up to some sort of automatic notification system so that the moment that lead claims their consultation you can reach out and follow up!
Phew! Okay, now how are you going to put this all together?
Well, if you’re a good writer you can craft your own sales copy…and if you have web development experience you can maybe build the page yourself…or, each of these individual pieces has a done-for-you service or freelancers out there somewhere…
But what if there was an all-in-one, fitness-specific, tested, proven, and done-for-you program that could give you a killer squeeze page in SECONDS?!
That program actually does exist. I know because I created it. It’s called FitPro Newsletter and here I’m going to show you how to go in there and set up your squeeze page (which will save you even more time!)
You’ll need to create an account first, so I recommend you go ahead and do that now so you can follow along.
Ready? Okay here goes.
The first thing you’ll see when you log in is the dashboard. From there, click on “Promotions” to get started.
Next, click on “Pages”.
Then in the top right corner, click “Add Page”.
Then click “Consultation”.
Choose your template from the menu. Remember, if you want to tweak this later you can do so very easily.
Next you’ll get the edit page, where you can insert/delete things or replace the copy. (Totally up to you, but the defaults should work like a charm.)
When you’re ready, hit the “Continue” button.
After that you’ll get the finalize page, where you can take care of all the behind-the-scenes details like choosing your notification email or adding your Facebook pixel.
Once you’re satisfied with this info, scroll down to the bottom and click “Finish” to make the page go live and get the web address.
And that’s it! Simple, right?
Part 4: The Consultation
This is where the rubber meets the road…the sales consultation…
Now the good news is that if you’ve been following the process so far, you’ve already filtered your list of leads down to those who are most qualified to sign up!
If you were to just go in there now and keep doing your consultations like normal, you could probably close 5 to 6 out of every 10 leads…which is okay.
But you want a thriving, profitable business, don’t you? You want economic freedom and control of your time, right?
Well buddy if that’s what you want, it’s time for you to become a straight up CLOSER. You need to be closing 8 or 9 clients out of 10.
(After that you can raise your prices until your closing rate hits 7 out of 10…but that’s a topic for another post.)
Again, because this whole system is designed like a funnel, let’s start with what you need to do BEFORE your prospect comes in.
Make sure your facility is SPOTLESS. I mean it. That may sound like nit-picking, but it can make an enormous difference.
Remember the last time you walked into a restaurant that was only slightly dirty…and immediately wanted to walk back out?
The condition of your facility sends a subconscious message about how much you care about your business, your training, and your CLIENTS, so demonstrate that you care A LOT!
Also, when you schedule your consultations, make sure you schedule a full hour for each.
Plus, it’s better for you psychologically to keep a steady pace. It’s hard to stay convincing and cool when you feel rushed.
Finally, make sure you coach your staff on how to interact with prospects on the way in.
Everyone from your coaches to your admin is a representative of your business, so you want them to put their best foot forward and be friendly and welcoming.
When your prospect come in, walk right up to them, smile, MAKE EYE CONTACT, and shake their hand. Offer them a free water bottle or workout towel – something they can take home.
The point of that little gift is to engage their reciprocity instinct: since you’ve given something to them, they’ll be more willing to give you the sale in return.
Did I mention that you should make eye contact? MAKE EYE CONTACT! It’s seriously creepy when people try to greet you without making eye contact. Don’t be that guy.
The thing to remember with your sample workout is that it’s not supposed to be an exact representation of your training. Instead, it’s a tool that you should design and tweak to create a very specific emotional response in your prospect.
When your prospect finishes the workout and heads into your office, this is what you want them to be thinking:
“Wow! I can feel something different already! I want to do more of that!”
Now let’s break that down a little further…
You want them to feel a change in their physical state, so the workout needs to be challenging. But you still need to be careful not to make it discouraging, so it can’t be too hard.
And most importantly, you want them to feel like the process itself is satisfying.
So how do you do this? Simple: you ask them early and often how the workout is going and adjust accordingly.
First, have them fill out the PAR-Q. You’re going to want to refer back to this throughout the consultation.
Your PAR-Q should include a section for medical history and a section for explaining why they chose to seek out a fitness program. It should also include a 1-10 scale where they can circle the number that shows how serious they are about getting fit.
Once they’ve filled that out, confirm with them out-loud why they are interested in your training. You really want to anchor the conversation around that desire or need, because that is the ultimate key to closing the sale.
For the 1-10 scale, most prospects will put themselves in the 6-8 territory. Ask them why. For whatever they say, ask them what could bring them up to a 10 and promise to give them that. Once you’re on the same page, have them cross out their previous answer and circle the ten.
THAT will prime them to be committed to your program!
Then, walk them through how your program works. This is where you want to really take on the role of an educator and pass on your wonderful fitness knowledge. Be sure to include some facts and ideas that your prospect can take home with them, like breakfast recipes or workout tips, so that you can REALLY kick in the reciprocity instinct.
Once you’ve explained the program, you want to do a “test close.” A “test close” is a question or statement you make that implies that the prospect has already decided to sign up.
For example: “I’ll tell you what, Mrs. Jones, six months from now you’ll be doing all of this like clockwork. You won’t even have to think about it.”
When you test close, your prospect will let out any lingering objections they’ve been thinking about until now. That way, you can address them BEFORE you go in for the close.
Ultimately, the key to getting around any objection is to lead your prospect back to their deep reason for coming in and remind them that your program specifically can bring them the result they need. If the value of those results is high enough, objections will melt away.
Once you’ve gotten them to drop each objection, it’s time to go in for the close.
Offer them 2-3 pricing options and ask them which one they prefer. This is a framing technique. It keeps them from thinking “should I buy training?” and puts them in the inner conversation of “which package should I get?”
Once you’ve laid out the packages available, SAY NOTHING! Resist the temptation to “fill the air.” Sit and smile while they make their decision, then thank them for their choice and congratulate them on making an important step on their journey to happiness and health.
There you go! If you feel like you need more guidance on closing, make sure you check out my video series on how to close clients.
And remember: if you’re looking for more information or are interested in hands-on help, go check out Fitness Business Summit!
Committed to your success,