Your business has two sides: operations and audience.
A great measure of your audience-building excellence is how much people pay for your service—we call that average revenue per member or ARM.
Today, I’m going to tell you how to build an audience. This is Marketing 101.
Here are the steps to building an audience:
1. Identify your best current clients.
2. Orient the service you sell around those clients. You might have to make some changes.
3. Use Affinity Marketing to get referrals. You want more people like your best clients and more people with ties to you. (For our complete guide to this marketing technique, click here.)
4. Build trust with content. Publish to your blog and email list. Very few will want to sign up right away; but you can earn their trust by keeping their attention.
5. Share your content with strangers who are looking for help. These groups are called “organic audiences,” and the strategy is always to “help first.”
6. Pay to put your message in front of strangers who need it. This strategy is called “advertising.” It worked in the 1980s and then it stopped working. Now it works again—but only if you’re good at steps 1-5. Advertising used to be about the advertiser; now it’s about the client.
Read more here: “6 Steps to Build an Audience and Sell More.”
Take the #UNBREAKABLE55 challenge!
Read about it here. Then join the Gym Owners United Facebook group, post “I’m In!” and get to work.
Each weekday, you will:
- Review one client’s goals with them.
- Publish one piece of content online.
- Give praise to one staff member.
- Talk about your business to one new person.
- Write down one of your processes and make one tiny improvement to it.