It’s a busy and crazy world out there – and it doesn’t get much crazier and busier than on the ole world wide web.
There’s infinite content being pumped out. Everyone has a voice, and they’re all shouting out, trying to be heard over the rabble.
But while it’s easier than ever to get your thoughts, ideas, and offers out there, it’s harder than ever to stand out and get people to sit up and take notice (and action).
And it becomes even harder when you do the wrong things.
Like all niches, health and fitness requires its own unique content, its own references and language, and its own ways of reaching fans and leads.
However!
Health and fitness-related businesses still need to follow the same underlying rules if they want to be found, seen, and heard.
And when you fall foul of these rules, you might find you aren’t getting the traction, engagement, and interest you want from leads online.
Sometimes you just need to hold your hands up like a caught-out politician and say “Mistakes were made.”
And we’re here to show you what those avoidable mistakes are, how to use ScoreApp to ensure you don’t make them, and what you should do instead to get those leads rushing in for your fitness business so you can grow your memberships.
1. Focusing on quantity over quality
A high volume of leads might seem like a good thing, but concentrating on pure numbers isn’t necessarily the best focal point.
When it comes to lead generation, you’re looking for quality over quantity. But too many fitness businesses make the mistake of casting a wide net full of holes.
How to avoid it
For the highest-quality leads that are more likely to convert, you need to ask targeted pre-qualifying leads using quizzes and scorecards.
When you ask the relevant questions, you’ll filter out those leads who aren’t genuinely interested in your services – so you won’t waste their time or yours trying to convince them to join you when it’s clearly a non-starter.
How ScoreApp helps
ScoreApp has dozens of ready-made quiz and scorecard templates proven to help fitness businesses get leads into a funnel.
They all contain pre-set questions you can use as they are, but it’s also quick and easy to tailor the templates with branding and content of your own.
2. Using generic lead magnets that don’t add value
People can spend hours mindlessly doomscrolling or jumping from page to page, site to site, or app to app. So you need to offer something worthwhile if you want to snap them out of their daze and click on what you’re putting in front of them.
The mistake here is creating generic or low-value lead magnets that fail to engage potential clients and don’t differentiate your business from your competitors.
How to avoid it
Create lead magnets that offer immediate, tangible value. You want to stop people in their tracks and make them go “Wow! I need to know more about that.”
Things like personalised fitness assessments and nutritional audits.
How ScoreApp helps
ScoreApp’s range of templates allow you to create interactive lead magnets, such as quizzes or customised fitness goal planners, that align with the needs of your target audience.
You’ll show them you’re different from the rest by giving them something of value before they’ve even spent a penny with you.
3. Not following up with leads consistently
This isn’t dating in the 90s. You aren’t supposed to play it cool by waiting three days to get in touch. (Although, were you ever really meant to…?)
Time waits for no one. Strike while the iron’s hot. Make hay while the sun shines… Pick your cliché and make your move while you’re still fresh in your lead’s mind.
Don’t make the mistake of losing their attention after working so hard to get it in the first place.
How to avoid it
Put a structured follow-up process in place that instantly goes into effect when your lead hands over their information – whether that be through email, SMS, or social media.
How ScoreApp helps
Forget sending out welcome messages and other missives manually. You can use ScoreApp’s automated follow-up features to ensure timely and personalised engagement with leads through scheduled reminders, offers, or class recommendations.
4. Ignoring personalisation in lead interactions
People don’t like to feel like just another number. Consumers expect personalised experiences that make them feel seen, heard, and understood.
Generic communications can decrease engagement and brand loyalty, especially as they may not have any relevance to some of the people viewing your content or offers.
How to avoid it
Once leads are in your funnel, you need to segment them based on their interests or needs.
This enhances the relevance of follow-up interactions, meaning they’ll be more likely to stick with you and keep taking action.
How ScoreApp helps
Funnelling your leads to the right places may sound challenging and time-consuming, but it really isn’t.
ScoreApp enables quick and easy segmentation of leads based on their quiz responses or demographic information, allowing you to tailor your content and offers for big returns on big conversions.
5. Overlooking data and analytics to refine lead generation efforts
You might think you know your audience and what they’ll respond to, but you can’t accurately assess what’s working and what needs adjusting without tracking performance. So why chance it?
You may not have liked maths at school, but numbers and statistics are your friend when it comes to good business.
How to avoid it
Data is vital to understanding lead behaviour, response rates, and engagement levels – so use it!
Gut instinct will only take you so far, and it’s incredible how often the analytics go against your initial thoughts and expectations.
How ScoreApp helps
ScoreApp has in-built analytics functions that allow you to monitor your lead generation performance, track quiz or scorecard results, and refine your strategies for maximum effectiveness.
The proof is in the pudding, so grab your analytical spoon and get eating.
6. Failing to create a seamless user experience
We’ve already mentioned how hard it is to grab people’s interest, but it can be even harder to maintain it.
If your sign-up or lead-capture process is confusing or time-consuming, then potential leads may lose interest and drop off before taking the action you want.
How to avoid it
Simplify the process. Don’t try to get too clever or overcomplicate things. This goes for every step of the funnel, from landing pages and lead capture forms to follow-ups and beyond.
How ScoreApp helps
ScoreApp provides user-friendly templates and easy-to-navigate landing pages that make a user’s journey through your funnel slick and smooth.
Everything has been designed to offer an engaging, hassle-free experience that encourages sign-ups and gets people clicking on your calls to action.
7. Neglecting social proof in lead generation materials
For better or worse, people tend to trust other people. Use this tendency for good instead of evil by showing your leads exactly what they get from your services.
They’ll be far more likely to click if you show credibility through testimonials, success stories, or client feedback.
How to avoid it
Shout about your successes!
Showcase positive reviews and client feedback. Share before-and-after stories (with images and videos where possible).
Include them in your lead magnets and on your landing pages. Put some in your emails and post them on your social media channels.
Let the world know how great you are and what people gain from joining you.
How ScoreApp helps
ScoreApp has customisable templates to integrate these social proof elements easily and add trust and credibility to your lead generation materials.
8. Relying solely on one lead generation channel
The beauty of the internet is that there is a ton of places to get yourself noticed when you’re doing the right things.
Focusing on a single platform just limits your business’s reach. You’ll end up missing out on lots of potential leads if you ignore other channels.
How to avoid it
Adopt a multi-channel approach to your marketing. Make yourself known on social media, nail your email marketing flows, and set up some in-gym promotions.
Eyes are everywhere, so make sure they’re looking your way.
How ScoreApp helps
ScoreApp supports cross-channel lead generation through integration with platforms and tools – making it easy to capture leads from different sources and ensure you aren’t losing out on potential opportunities to snag more clients.
Improve your fitness lead generation with ScoreApp
There we have it then: the big mistakes that gyms, fitness studios, and other health and wellness professionals make in their marketing.
When you know the mistakes to avoid (and how to overcome them), you’ll be much better placed to ensure a steady, high-quality lead pipeline for your fitness business.
This is what ScoreApp is all about – providing the tools and templates to streamline lead generation, improve lead quality, and help you engage effectively with your audience.
Give ScoreApp a try for free today to optimise your whole lead generation strategy and drive your business growth in the right direction.
