Multi-Funnel Strategy Earns MMA Gym 128 Leads (In 6 Weeks!)
This gym was used to spending hundreds of dollars on marketing campaigns, only to generate lousy results...
Tire kickers. Price shoppers. No-shows. A common story for most gym owners! They saw the value in advertising but couldn't quite crack the code for generating interested members.
Here's the exact strategy we used to help Nabel's gym generate 128 new leads and a 653X ROAS in less than a month.
1. Filtering audience by video
The first step of a proper marketing funnel is to generate interest.
We had no existing audience to work with (website visitors, previous buyers, email list etc.) Instead, we had to figure out a way to tap into a completely "cold" market of potential fits for the gym.
Before you can ask for a sale, you have to know who is a good fit for your service.
Our solution? Use a video to find our ideal audience!
We instructed the owner and his staff to share phone clips of their classes and training.
While there is value in professional videography, It is not necessary to create highly engaging ads with regular smartphone clips.
(In many cases, smartphone clips convert better than professional videos. They are more native to the platform and overall feel less market/salesy.)
Once we had the clips, we compiled everything into a 90 second video. Our first video ad was officially live.
2. Creating Custom and Lookalike Audiences
With Facebook/Instagram ads, you can create what's called "custom audiences" and "lookalike audiences."
Depending on how engaged someone is with a video, you can start cultivate segmented audiences based on their watch time and engagement. This is an example of a custom audience.
We knew that people are not likely to watch a 90 second video of hip tosses and kickboxing drills unless they're at least somewhat interested in the activity.
Once the video had generated tens of thousands of views, there were enough video viewers, AKA: potential leads.
We then proceeded to step #2: Lookalike audiences.
Lookalike audiences in Facebook look at a seed audience, note similarities, and use that data to find others in the market who most closely match that profile.
Some of these data points may include age, gender, income status, subscriptions, & so much more.
We took people who watched 75% or more of our video ad, and created a lookalike audience from them.
This new audience was our target for our next campaign.
3. Lead generation
The backbone to a successful lead generation campaign is having a great offer.
Get people through the door, convert on the back-end.
This business had no issue with losing a bit of money in the first 14 days on a new sign up. They were confident in their conversion rate of turning a "try-out" into a full-paying member (which was around $3k in estimated lifetime value).
Therefore, we went with a "14 Days for $14" offer.
We built out a high-converting landing page, as well as image ad, to match the offer and messaging of the gym.
We also implemented a lead forwarding process for new leads. When a new lead submitted their contact details to claim the offer (name, email, phone), they were forwarded to a Google Sheet and the team was notified.
Conclusion
This simple campaign resulted in 4 new memberships, over a dozen shows and even more interested prospects in the pipeline.
Check out what Nabel (owner) had to say about his experience working together!