[00:00:00] James Breese: Strength Matters Media, Video, Print,
[00:00:04] Josh Kennedy: Podcasts. Today's topic is five email marketing secrets for fit pros, and we are all about sustainable long term business growth. Um, now, whether any of you have done email marketing campaigns before, whether you find them a little bit scary, we're going to set out a framework here to help you and the first secrets, number one.
[00:00:24] It's all about creating fresh, original content each week. Andrew, can you dive into that a little bit more for us?
[00:00:31] Andrew Wallis: Absolutely. Uh, to start out as well, the reason we're focusing on this is just that I see having your own email list is a key asset that you should have within your business. You know, you own that real estate.
[00:00:46] Um, as opposed to when I see a lot of fitness professionals, particularly. Actually, anyone in a service based business, to be fair, but focusing on the fitness industry, a lot of us are on [00:01:00] Facebook. Can we use Facebook or Instagram or, you know, a social media platform as our, as our list, but we don't own that list.
[00:01:09] So if. Mr. Zuckerberg changes the or moves to go posts, then that affects our business. So the key is to own our list and the secret, as you say, the first one is creating that fresh, original content weekly. And what I mean by that is it could be a blog post if that's your strength. Writing is your strength.
[00:01:30] It could be video, um, if you're more, um. Um, comfortable, uh, coming across and sharing your content on
[00:01:39] Josh Kennedy: video. Yeah. So we're talking about Instagram posts, Tik TOK, YouTube, that stuff. That's it.
[00:01:44] Andrew Wallis: That's it. Or if you don't want to be seen, but you like to talk, uh, she and my partner says I like to talk. So maybe, maybe a podcast like we're doing here is, is your.
[00:01:55] Platform of choice, but the key there, it has to be consistent so [00:02:00] that we're uh, attracting and nurturing our target audience. People ask me, well, what should I be talking about? It's a great, great topic, but I would be talking workout tips, nutritional advice, client success stories. And, but as I say, pick either a blog post, a podcast, or a video as your, your primary, um, platform of choice.
[00:02:24] But yeah, that, that's the
[00:02:25] Josh Kennedy: first secret. We did a whole podcast about how to find things to talk about, didn't we? So I can't remember what episode number that was, but go back in the archives. It's there somewhere.
[00:02:34] Andrew Wallis: They'll find it in the archive. But yeah, that was a, that was a good piece on how to find content quickly.
[00:02:39] So yeah, that's a good point. Exactly.
[00:02:41] Josh Kennedy: Actually, before we move on to secret number two, in terms of you say, be consistent, which obviously really, really important. Are we talking? once a month, once a week. What's a good place to start? You reckon? That's
[00:02:54] Andrew Wallis: a, that's a good point. And, um, it's going to be different for everybody.
[00:02:58] If you've got more [00:03:00] time and you're able to do something on a daily basis, fantastic. If that's overwhelming, or you've just not got the bandwidth to do that, then maybe weekly, uh, works for you or fortnightly. Or at the very out, uh, outer reaches, I would say monthly, but find a frequency that you can be consistent with.
[00:03:20] Consistency is key, so we want to get into that consistent flow so that people will know or be ready for when your content comes out. So I'd start at the outer end that's most comfortable, and then you can always add to it. The worst thing is trying to go all out doing something daily, like us. Yeah. Like we've done it.
[00:03:46] We're talking from experience. So, you know, finding that frequency so that you don't drop the ball essentially, but great question.
[00:03:53] Josh Kennedy: Uh, next one, secret number two, create an irresistible lead magnet. So number one, what is a lead magnet and why is it valuable? [00:04:00]
[00:04:00] Andrew Wallis: Lead magnet is essentially something of value.
[00:04:03] Something that's gonna prompt your target audience to say, Hey, I want that. That will be useful to me. That will help me overcome a particular challenge or problem that I'm facing. Um, they are exchanging something of value. That's their name and email address. And in return. We want to give them something that's valuable to them.
[00:04:24] So that lead magnet, it could be a cheat sheet. It could be a workbook. It could be a guide. It could be a meal plan. It could even be, um, a series of videos like a fitness challenge over, say, five days. Um, whatever you feel works, um, and will be relevant and Delivers value to your client base, but we want to have something that's going to encourage them to join our mailing list.
[00:04:50] So it works in with that original content that we will be then sending
[00:04:55] Josh Kennedy: out. Exactly. So it's the advantage of that is that you grow in your email list at the same time. And this is, [00:05:00] this is a, yeah, this is a free product, right? It's not a paid
[00:05:02] Andrew Wallis: for. It's not paid. It's something free, but it's something that when they receive it.
[00:05:08] They would think, wow, I would, I would easily pay X amount for
[00:05:12] Josh Kennedy: it. Uh, secret number three, mail your list regularly. How, how often should we be contacting our list? Again,
[00:05:21] Andrew Wallis: this, uh, the rule of thumb for me would be because we want to stay top of mind with folks, but if we're creating, uh, going back to secret one, if we're creating fresh, original content weekly, then perhaps it goes into, into play that we're putting out an email.
[00:05:37] Weekly to that audience and the challenges I see, and I've made this mistake myself where I was building my email list. I was sending out. My latest promotion, my latest offer, and so on and so forth, and then wondering why people weren't, you know, picking up on it. I had to take a hard look of myself and I've, I've, [00:06:00] uh, I've had a similar circumstance with, uh, with one of our members.
[00:06:03] We were talking about why emails weren't generating any interest, but when we look at it, and if we think from our client side of things, if we're just pushing offers and sales pitches out all the time, people are going to zone out on that. We instead, we want to be delivering value. And if we're, if we're putting original content out weekly, then our email can become valuable because we can give them a little nudge of, Hey, I've just done this post, or I've just done this video, or I've just done this podcast talking about this problem, or.
[00:06:35] Or topic that will resonate with you, then having that link that encourages them to take action on that email. And when our email provider has seen that our emails are getting opened and the links are getting clicked, then it's it's showing that we've got good content. So we're going to get more and more out there and delivered, which is key.
[00:06:58] Josh Kennedy: Fantastic. Does that, um, [00:07:00] does that help us get higher ranked in Google when people click your emails and open the links or are they not linked? Um,
[00:07:07] Andrew Wallis: not. I could be wrong and we would need to address this with James perhaps as our SEO guy, but I don't think so. I think it, but it helps with our email deliverables because if we're putting out emails, which are hard bouncing.
[00:07:20] I mean, they've got the incorrect emails or they're not getting opened. Then we get, we get scored by the email provider. So the, the, the better quality content we put out there means more opens and that will mean more deliverables. Here's a special
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[00:08:15] Josh Kennedy: today. Next one, secret number four, utilize social media strategically.
[00:08:21] Now, obviously some people love social media. Some people it's the bane of their lives. How can people use it strategically? What are some of the ways?
[00:08:30] Andrew Wallis: Well, once we've got our lead magnet and once we've got our, uh, our content going out, we can then let folks know. On social media that we've got this lead magnet that's valuable that they might wish to find, and it's it's driving people backed initially to our website.
[00:08:49] Uh, and then from our website, they can be added to our email list. So I always think of our website being our home base and the, uh, or the [00:09:00] hub and social media being our outposts. So we're, we're using them to drive. Uh, folks to, to our website. So that's how we can utilize social media better. Um, and it's essentially just to build awareness of, of ourselves and our brand.
[00:09:18] And finally, secret
[00:09:19] Josh Kennedy: number five, make it personal. I think this one is really important because people like those personal connections, don't they? So it's like stories and things like that. Is that
[00:09:30] Andrew Wallis: right? Absolutely. Um, you know, people do business with people they know, like and trust, and they're only going to get to know us if we're if we're showcasing our personality.
[00:09:42] Uh, again, I've made the mistake where I've tried to be. Ultra professional and I'll have a professional looking headline to an email, but that professionalism can come across as boring, you know, if, if I was
[00:09:56] Josh Kennedy: saying, maybe a bit cold, impersonal,
[00:09:59] Andrew Wallis: basically, [00:10:00] whereas if I was, and one of the stories I used in LinkedIn, which got a lot of traffic was, um, the headline was how, uh, an Amsterdam drug dealer taught me, uh, how to improve my marketing.
[00:10:13] You know, uh, you can, you can
[00:10:16] Josh Kennedy: go and find my
[00:10:18] Andrew Wallis: interest, but it's talking about the approach that, um, uh, street dealers, when you're, when you're on holiday, or I guess even in your hometown, blah, blah, blah. You know, there's elements we can pick, but that, that was that people's interest in it opened up and I was able then to outline.
[00:10:37] Don't do drugs, of course, but it was telling them about the marketing, um, strategies and tactics that they employ. So showing some personality, um, it's going to resonate. It's going to put off certain people, which is great because they're never going to be your potential clients, but it's going to attract those that like your zany personality [00:11:00] or your.
[00:11:00] Dad jokes or whatever, whatever it might be. And that's what we want. We want to build a community of like minded folks. And that's where personality comes in. Yeah. You
[00:11:09] Josh Kennedy: just got to be yourself. I mean, you get, there's no point trying to be someone you're not. People will either like you for who you are, or they won't like you if you are.
[00:11:15] So as long as they do, you'll attract the kind of people you want to work with, I guess. That's it.
[00:11:20] Andrew Wallis: That's it. And that's entirely what we're doing with these, with these five steps. Um, all these five secrets as we go on. And I think it's just a simple approach. Uh, to be able to, it's not overwhelming, but it makes sense to me to, to, to follow that, to, to build, ultimately build that list, build, build your brand, generate that interest and, um, and engage with your, with your.
[00:11:44] We pick potential clients. Absolutely.
[00:11:46] Josh Kennedy: So just to quickly sum up before we sign off, uh, create fresh content weekly, create an irresistible lead magnet, mail your list regularly, utilize your social media strategically, and make it personal. Make sure you get some good stories and good headlines like [00:12:00] Andrew and his drug dealers in Amsterdam, and that'll bring help.
[00:12:04] Bring it, build a strong and engaged community. Uh, that is it for today. Please don't forget to rate, review, and subscribe. And if you want to find out what's holding you back from growing your fitness business and get yourself a free website audit, go to strength dot com forward slash audit.