86: What Is Marketing?

In this episode, Tim and Randy will dive deep into the discussion of what marketing is and should be for fitness businesses. The first thing that goes into a gym owner’s mind when they think about marketing, is lead generation. They always feel that what they ultimately need to grow their business are leads, but they’re not conversant with the fact that how those leads come in and what they come in from determines the success or failure of a marketing campaign.Marketing for a gym should be about attracting prospects who will end up as actual gym memberships, and what a gym owner should base their marketing off on is the solution to the problem that their gym is solving for people. Getting a marketing company or a third-party entity or individual to run a campaign to generate leads for a gym would be a waste of time for the owner, because leads almost never turn into clients.They should instead focus their marketing more on the education and nurturing process in as far the problem a gym is solving is concerned. Tim and Randy will explain that further and teach us how we can create relationships with the right leads and prospects, and conduct our marketing in such a way that consumers will choose our gyms and our services as the solution to their needs. Stay tuned for more.Key Takeaways:The difference between lead generation and client generation for gyms (01:53)You can take a lead magnet, sell from it, and quickly turn it into a membership (04:17)Selling something to somebody is about changing their belief system (07:40)Focusing your marketing on alerting potential clients about the problems they have that they don’t know they have (08:54) The people that are going to walk into your gym with their credit card out ready to become members (09:50)Sustaining the business over the long term versus getting people off the street that are ready to buy today (11:06)Your marketing must be a direct representation of what you want to be known for (13:06)Allowing potential clients to self-select and walk through the door without you having to hook them (16:14)Additional Resources:This is Marketing By Seth GodinMarketing Talk with Fitness Professionals Facebook Grouphttps://PFMarketingSolutions.com/Datawww.PFMarketingSolutions.com/Automationwww.ProfitGPS.comwww.PFMarketingSolutions.com/Call--If you are interested in a free audit for your gym, visit http://bit.ly/free_gym_audit--You can find out more about Tim and the strategies covered in this episode by checking out our website.--Would you rather watch the video version instead?Head over to our YouTube channel to watch this episode by going here--If you don’t already have my book, get your copy FREE here.--Connect with Tim:Schedule A CallFacebookInstagramLinkedInConnect with Randy:FacebookInstagram--Subscribe to the podcast on Apple, Spotify, Google, Stitcher, YouTube or anywhere else you listen to your podcasts.If you haven't already, please rate and review the podcast on Apple Podcasts!

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