THE WHY
Why focus on AI enhanced content & marketing strategies?
It comes down to money.
You create more opportunities to generate revenue when you provide high-quality content that speaks to the right people, and when you implement systematic marketing approaches. Revenue generation is a primary focus area for success..
Plus, by establishing yourself as an expert through compelling content, you attract new members and it's easier to make sales.
Make Selling Easier
The power of quality content and effective marketing lies in the pre-selling phase.
When done right, leads will enter your gym pre-sold on joining -- because of the content they’ve already encountered over time.
Positioning you and your coaches as experts means you build trust and credibility BEFORE anyone walks through the door. This preparation, familiarity and trust makes it easier for folks to make the transition to committed members.
Even the onboarding process can become seamless -- easier and needing less selling.
Attracting, Retaining, and Ascending the Right People:
Acquiring new clients is certainly important (that's what most ‘gym gurus’ try to sell you), but focusing solely on new members is not enough.
Retaining and ascending existing members is at least as important.
Your content & messaging plays a pivotal role in both attracting the right people and in keeping your current members engaged. The framework of (LEG ) Length of EnGagement, (ARM) Average Revenue per Member , and (LEADS) Leads, bringing in new people, provides multiple avenues to approach revenue growth.
What are some direct factors for long term success? Always, the human touch: fostering trust & care from coaches. How? We build strong client relationships through assessments, through success plans/goal sessions, and through quality programming,
All of this is communicated through your content & marketing.
But, there are 2 big problems…
Number one: Lack of time.
As a gym owner, you are no stranger to a hectic schedule. Alongside running the gym, on any given day you might be coaching, interacting with clients, sending emails, managing the team -- not to mention personal & family commitments.
The time required for marketing, admin -- all the little things that grow the business -- can get squeezed out of the schedule.
But none of that eliminates the need to focus on solid content & marketing.
Number two: Lack of knowledge.
The landscape of digital marketing & content generation is vast and ever-changing. It's a constant need to learn and adapt. There's understanding different platforms, and managing customer relationship management (CRM) systems, and optimizing lead management, and running successful advertising campaigns. There's keeping up with algorithms, and social media trends, and evolving consumer behaviors. It can be totally overwhelming.
This is where AI can offer a lifeline. It can tackle many of these challenges. By leveraging AI, you can save time, produce more content, and enhance marketing strategies.
Before we get too far, we'll take a step back to talk about Strategy.
Tactics focus on doing things right, while strategy emphasizes doing the right thing. Even if that’s a super cheesy way to say it, it's clear. Getting lost in the day-to-day operational details is a sure and strangely easy way to fail.
We have to take a step back and ask: What's the ultimate goal? What do I want to achieve? Why is it important?
By connecting with your big vision & purpose, it’s easier to get clarity, to prioritize tasks, to develop a game plan, and to stay on track over time.
Prioritizing Goals and Execution:
The process of turning vision into reality requires a well-defined plan. With a list of tasks in hand, we have two essential drivers: productivity, personal and team.
Crucial elements for maximizing productivity are effective project management, task prioritization, and maintaining transparency. It's vital to ensure that both personal and team efforts are aligned with the goals. This way, everyone can focus on the right tasks at the right time.
Distilling Complexity for Effective Focus:
We already mentioned the lack of time…
Likewise, attention & focus is a highly limited resource, and it's a true zero-sum game. For everything you focus on, you’re not focusing on something else.
The fact is, there are already too many things to focus on, so it’s crucial to streamline your efforts and avoid overwhelm.
By distilling all the possibilities into manageable focus-areas, we allocate time and resources better -- we prioritize the most impactful priorities and align them with our vision. This gets us measurably closer to specific goals.
In terms of where your time is best spent as an owner, revenue generation is probably the most important. Tied closely to revenue generation is your sales, content & marketing, and specific to our discussion, generating high-quality content & marketing to grow your gym and to connect with your people.
In our next blog we’ll get to the Machines involved, the available options to produce content fast, and exactly what to prioritize for maximum success.
