“Marketing Tips for Health & Fitness Brands”
Estimated read time: 2 minutes & 27 seconds.
Cold leads rarely take action.
But warm leads do.
Here is my favorite way to turn someone from cold to warm.
LFG
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1. Attention
Hate social media all you want.
But when it comes to lead gen… it works.
I recently interviewed my friend, April Whitney, on my podcast show.
She creates a lot of content about fitness.
During that episode, she said something to me that completely changed how I view social media.
“This is not my art. I have writing for that. This is not self-expression; I have a mission. And it’s monetized. If you’re going to build anything, you need money for that.”
Social media does not have to be your creative outlet.
Social media does not have to fill you with creative joy.
It is a tool.
If you have a business (which, if you’re reading this, you likely do).
Understand social media for what it is.
A way to create attention and awareness for your business.
Use it accordingly.
If you want to be an artist.
Then, post your art.
But don’t expect to make a lot of money.
Or land a lot of leads.
2. Capture
I work with a LOT of fitness professionals.
Here’s the biggest mistake I see them make.
They have no idea what to do with their attention.
It’s a shame because fitness professionals are often masters of attention.
- Compelling content.
- Inspiring stories.
- Amazing transformations.
But to turn a lead from cold to warm.
There has to be a bridge.
What is that bridge I am talking about?
A landing page.
The people that follow you WANT to connect with you.
They WANT to be one step closer to you.
A landing page is the bridge between attention and connection.
This is where someone gets to find out what you’re all about.
They get to find out what problem you help people solve.
A landing page (if designed correctly) should answer 3 things:
- What do you do?
- What problem do you solve?
- What action do you want them to take next?
Hit a home run with all 3, and your leads will go from cold to warm.
3. Nurture
Nobody (intelligent) marries someone on the first date.
Yet… that’s precisely how we treat our leads.
I rarely expect someone to work with me from our first call.
Don’t get me wrong, I hope it does.
But unless it’s a referral (warm lead).
It’s not the norm.
The norm is what is called the “Rule of 7.”
The Rule of 7 states that a potential customer needs to see you or engage with you seven times before they will take action.
The good news is that it doesn’t have to be 7 calls.
This is where the power of organic content comes into play.
- A newsletter.
- A podcast show.
- A YouTube channel.
The choice is yours.
But most people won’t take action from your first engagement.
Treat them like a friend… or someone you want to marry.
And eventually, they will.
Take home point…
- Use content to get someone’s attention.
- Use a landing page to convert that attention.
- Use organic content to warm that lead.
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How do YOU warm your leads?!
Corey Hiben
Host of The Health Hustle Podcast
