Personal Fitness Professional Summer 2022

Page 18

SUBSCRIBE TO PFP HERE FEATURE ARTICLE By James Patrick

JamesPatrick.com

WHY YOUR LEADS ARE NOT PURCHASING 5 elements to help you develop a robust lead-nurturing strategy By James Patrick

Y

ou set up your Instagram account, you tested a few Facebook ads and perhaps you even registered your studio on Google My Business hoping to get a few more clicks; however, the leads you are generating do not end up purchasing. There are a variety of marketing research estimates available, but they all indicate the same reality — a vast majority of your business leads will not convert into sales. The fact of the matter is that prospective buyers are far savvier than ever before and are choosing to invest more time into researching service providers and educating themselves as they explore various options to solve their needs. Some may believe that in order to overcome this maturity in consumer behavior they must purchase enough advertisements to

18

stay in front of their potential customers. However, consumers no longer want to be sold to. They want to be engaged with. The consumer journey has evolved. What once was a linear path of need to research to purchase has now lengthened, even from where it was just a few years ago. It is crucial that entrepreneurs and business owners implement a lead-nurturing campaign into their funnel. That is marketing-speak for engaging with your prospective customers at every stage of their journey to build trust and deliver value until that individual is ready to make a purchase decision. Lead nurturing is about developing lasting relationships with your audience to increase sales, lifetime value of consumers as well as to speed up the consumer journey process.

| WWW.PERSONALFITNESSPROFESSIONAL.COM | SUMMER 2022

A robust lead-nurturing strategy will involve many of the following elements: 1. Defining, Segmenting and Scoring Your Leads What do you, or your company, consider a lead? What qualifies someone as a potential customer? This can include both demographics and psychographics. As a business owner, you need to know who you are targeting. You can, and should, examine your current lead list (or email list) to segment the list based upon how much those individuals fit into your proposed definition and how likely they would be to purchase at this time. 2. Create Value-Added Content Marketing Content marketing is one of the fastest and most effective ways to build trust and rapport with your leads. This is a