Full Episode Transcript

Hello and welcome to the Pro-Fit podcast with me, your host Matt Robinson. I bring you today episode number 42 and we are going to finish off our little three-part miniseries, which has been all about getting your fitness business online, episode 40 kicked that off, episode forty one, showed you how to implement some of the how to side of things with regards to actually setting up your own platform. And then episode forty two, which is today’s episode is going to help you out with communicating with your audience and actually setting up a functioning mail list that you can use for lead generation, communicating with people you’re already working with and generating leads and prospects. So without further ado, let’s dive right in and crack on with today’s show.

So before we dive into the how to around actually setting up an email system and using it to the best of your advantage whilst keeping it minimal in terms of time invested per week, let’s reverse a little bit and go back to why we reach this point in the first place. Now back in episode forty, I talked about rethinking your social media strategy and how you do things online. And this was all along the lines of how over time our engagement and our ability to communicate with you know, customers, our clients, our potential customers and clients diminishes over time based on those platforms controlling how much reach we get through the organic side of that platform. It becomes a pay to play environment and if you’re not willing to pay and spend big money, then you simply can’t play there anymore and actually get the same exposure that you used to.

So, this is why this whole conversation started. It was about our ability to control the communication that we have with our clients and with our future clients and people that we might want to work with in different ways than the way we do at the moment. So we looked at setting up your own online platform, which is where you can start attracting these people. And that’s what we talked about in episode forty one, and how to do that. And there’s a series of videos and walkthroughs and that on the show notes page to help you do that. The next step after that is to then set up a simple email system where you can one communicate with your current clients for retention purposes and then two communicate with people who will hopefully become future clients and customers so that you can use this as a lead generation strategy so that people visiting your various online platforms, not just your website or your blog, but those that still actually see you on social media and that so that they have somewhere to go where they can opt in to receive further communication from you and as I’ve alluded to before, that doesn’t need to be a huge amount of people for it to be a powerful way for you to build your business.

You could have a small number of people, like a dedicated following of a hundred people on an email list that are waiting to read your weekly emails and get your help and advice. And that becomes way more powerful than actually having a huge following on a social media platform somewhere where only a tiny percentage of people actually get to see what you post and the content that you share. Because the reality is, is that if people aren’t seeing every post that you put out there, a lot of what they might be seeing might be out of context because you’re posting something today that relates back to something you did two days ago and things like that. Whereas at least with your email list and things like this and your website, you can decide how regularly people see these things and it gives you a lot more chance to create context and create a journey for that person to go through as they join your world and get introduced to you as a person and a personality.

So that’s what we’re looking at with, with building this online platform for yourself and using email as a main form of communication. Now just to give you a little bit of an insight as to why email marketing, email marketing has been around a long time. Now many of you will know that many of you will be on email lists for various people and places and companies and brands and you know that it works in terms of creating sales. There are lots of people that presume that because it’s been around for so long that email is now dead and that everything is done through social media. And the reality is, is that that just isn’t the case. You know, 81% of small businesses rely on email marketing as their number one driver of new sales and new client acquisition. Okay, that’s 81%. 80% of businesses rely on email marketing as their number one driver of customer retention.

So, these are huge numbers for something that many people would go out there and say, Oh, that that version of communication is now dead. It’s outdated. The reality is it isn’t because the way in which people consume emails has kept up with us over time, because it’s easier to read emails on your phone now than it used to be. We actually go in there and we read them. If it got stuck in the stone age and was only good for being on a laptop or a desktop and things like that, then yeah, email usage might have dropped, but actually email usage keeps growing and people are happy to keep joining email lists and keep receiving emails. In fact, one of the statistics I found here is that 49% of consumers have actively said that they would be happy to receive promotional emails on a weekly basis from their favourite brands and you could become one of those people.

You could become one of those personal brands that people like to hear from. You know, 49% of people are happy to hear from you on a weekly basis providing that they’ve actually found you and had the opportunity to opt in and hear from you. And what’s interesting is, is this actually says promotional emails. You know, the chances are is we’re not going to be sending promotional emails every week. We’re actually just going to be sending free advice that helps people out. And it might be the bottom of that email. There’s the chance to inquire about your services or something like that. So I wouldn’t even say that our emails and our outreach is going to be that promotional and that pushy, this number is based around promotional email. So I imagine that the percentage would be even higher for those just receiving free advice, free information, a chance to interact, a chance to get some help.

So that’s where this becomes really, really interesting. The final little, um, figure that I wanted to throw out there as well is the interactive emails are now becoming hugely popular. So emails that contain things like videos are receiving click through rates that are 300% higher than a standard email. Now, why this is interesting to me is because a lot of you are actually already doing video content as a means of posting on social media. But I bet many of you have never thought about using those same videos that you’re creating for social media for within an email format that you can then use to send out to current clients, um, or current leads and things like that are people that you’re trying to get as clients and using it to engage with people that way. And that’s something that I think we could all look to do a better job of moving forwards is actually getting people on some sort of communication platform like email where we can then share these videos with them.

Even if we’ve done it before on a, on a social media platform, we can repurpose that same content and make sure that more eyeballs get in front of that content. And actually it’s more specific eyeballs. It’s the people that have actually opted in to hear from you about this stuff. That then creates a system that makes it much easier for you to create email content each week because if you’re already producing bits of content for your social media, you could just collect this content at the end of each week and say, right, I’m going to send out my two or three top videos from this week or piece of content that I’ve produced on social media and I’m going to send this out directly to the people that have opted in to my email list and then give them a chance at the bottom of that email to inquire about working with me.

And that just ensures that they actually get to see that content and get it delivered to them in a personalized way and a way that’s better formatted and has some context and things like that because you can actually give more information within that email than you might be able to in a little caption on social media. So there’s lots of ways we can go about using email marketing within our fitness business to actually produce a lot of good quality content, a lot of good quality interaction, and do it in a way that people are clearly happy to receive that type of content. And then they can consume it on their own terms at their own pace rather than trying to squeeze it into, you know, a quick two minutes scroll through Facebook or Instagram or whatever and thinking to themselves, Oh, I’ll come back to later and then never actually do in.

So, within an email setting, the chances are they’ll just mark that email as unread and then come back to it a later day and review it when they’ve got time to do so. That’s what a lot, lots of people do is they scan through their email first, have a quick skim through it, and then mark things down that they want to come back to at a later date. So I’m hoping here that this gives you a really, really good example of how we might build up towards getting people on an email list. And how we might then use it to interact with them. Now that we’ve established that, let’s have a look at what you might need in place to actually create an email list and actually build this up over time and how you might go about getting your first subscribers

So when it comes to actually setting up an email platform that you can then use to reach out to people through, there are various ways you can do it, and most people are probably already doing this through something like a Gmail account or a Hotmail account or something like that and yes, that will get you so far, but as we’ve talked about in relation to actually building a platform like a website or a blog, if you’re going to want to do this properly, then there are certain things that you need to have in place. Especially now that we’re live in a world where GDPR exists and things like that. We’ve got to make sure that we do these things properly so that we don’t end up getting bitten in our ass further down the line by something that we should have done a more professional job of.

So, I wouldn’t recommend doing this through something like Gmail or Hotmail. We want to get ourselves an actual proper email marketing service that we can use that automates a lot of this stuff for us and makes it easy and actually takes care of some of the legal side for us as well. So there are many platforms out there and they do vary in terms of what you get for your money and how much they charge and how reliable they are and things like that. I’ve used probably four or five of these different platforms over, over the years for various different projects and things that I’ve been doing. Um, I’m using one at the minute that I’m very, very happy with the actually have a free version to get you started. And then even when you switch onto the paid plan, it’s actually really cheap for the amount of tools that they give you.

Access to a lot of these platforms won’t give you any of the sort of automation tools or anything like that until you paying sought of $50/$60 a month, which can be quite pricey when you’re just trying to build this up, whereas the platform that I’m using is relatively cheap for the amount of, uh, of tools and that, that it’s giving you access to right from the off. So to find out about that platform, head on over to the show notes @mattrobinson.blog/041 and there’ll be a run through there of what that is and how to set it up, making sure that you are, you get that off the ground. What you need to basically do in order to build up an email list is have somewhere to join your email list. So what this email software will allow you to do is create like a little opt in box or a landing page that lets you do that for free.

It’s part of what you get within their service though, so they’ll allow you to create like an opt in page or something like that. You could then have that link living in somewhere like your Instagram bio or on your Facebook page and things like that. You get people to go to that page, leave their name and their email address and that is them then opting in to receive content from you. That is the GDPR side of things taken care of because the email service provider will then send them an email to double check that they want to be added to your list and let them know that that means they’ll be going to receive emails from you and by them putting in their name, putting in their email and clicking to sort of accept that they’re willing to receive emails from you, that’s your back covered and it makes sure that all the legal side of things is taken care of.

I know that when I’ve spoken to trainers in the past, they’ve held off doing things like emails and that through fear that they’re going to do something wrong. Whereas if you actually do it through a proper platform like this, it’s actually quite easy to get it right and actually fairly difficult to get it wrong unless you’re just adding people to that email list manually without them knowing about it, which obviously we want to avoid doing. We want it to be that people coming to that page, opting in themselves and then clicking to confirm that they want to be part of your email list and that they want to hear from you and get communication from you. So that’s what this software will allow you to do. It allows you to set up that landing page completely for free so that you can have a look at how that works and how that looks.

And then you could have that landing page living somewhere like on your own website or blog, which again is something I will show you how to do in the video series that lives on my own blog, but we could also have it just sitting somewhere simple like on your Instagram page or your Facebook page or your LinkedIn page or wherever it is that you’re hanging out online. It might even be that if you posting certain content, let’s say if you were using a platform like YouTube, it might be that you using the video that you produce for YouTube to then point people to the description below and saying, go and join my email list. You’ll receive videos like this on a weekly basis. You know when you getting something in return for being on the list. So there are lots of ways that you can go about doing this.

If you go over to the show notes page, I’ll show you how I am doing it and why I’m doing it a certain way. And if you join my email list, you’ll actually see it in action as well. You’ll actually see what it’s like from the recipient side of things. So yeah, that’s worth checking out. So yeah, getting this set up fairly straightforward. Like I say, it’s difficult to explain all of the technical terms via a podcast, but I can show you the video walkthroughs on the show notes page and that will take care of that for you. You have a look around at the various platforms if you want to. As I’ve mentioned, I’ve used several of them myself. They do vary in price and functionality and things like that. I do believe that the one that I’m using at the minute is the one that I’m happiest with in terms of value for money and then ease of use and things like that and what it allows me to do on a creative side of things because some of them are actually quite difficult to create a good looking email that people would actually want to engage with on, on a mobile device or something like that.

So, yeah, this is something that I’ve, I’ve spent a lot of time messing around with, hopefully so that you don’t have to and you can just jump straight in there and go, yep, I’ll go for that one. It’s cheap. It does what I need it to do and it’s really easy to set up and get going with. So hopefully I’ve taken a lot of that ball ache out there for you. So just to recap this, just to recap this little sort of mini episode that finishes off this three part series, we’re looking now at a system whereby you can use what you’ve already got in terms of a social media following our environment, whatever you want to call it, you can still put content out through there. But now what we’re looking to do is drive people either towards your own platform or your own blog or your own website, which might have an article on there or something related to what you’ve just spoken about in that post.

Or you might be driving them towards some sort of landing page or opt in page where you can get them onto an email list. So that you can communicate with them further and we know that once people are on that email list, you can then do a really good job of building a relationship with them over time and what I would, what I would recommend you do to start off with is just get in the habit of email in that list of people once a week. In terms of what content you should send them, maybe use some of the content you’ve already producing in any way. Or one of the things I like to do is just go about my week collecting questions that people are asking me. I make a note of them and they’re the things that I answer in my weekly emails that I send to clients and things like that.

I do a little weekly update that I send to all my clients and it’s usually based around some of the questions that I’m being asked at that time or some of the content that I’ve produced elsewhere. It might be something I’ve talked about in one of these podcast episodes are something I’ve been asked in one of the talks that I’ve been doing in a corporate environment or something like that. The actual content creation bit isn’t as difficult as many people make out. They might think that you’ve got to come up with loads of ideas and it’s got to be really in depth and things like that. It doesn’t, sometimes it can just be a little insight into your own life. It can be, you know, a screwed up man, my meal prep last week, here’s what I did instead. And it gives people an idea of how you work around being busy and things like that.

And what that does is it creates a really good connection between them and you because at the moment they might see you as someone that’s like, Oh, they’re a personal trainer. They always nail it. They always get it right. They never miss a session, they never miss a meal. You know the robotic, everything’s done perfectly. I use using emails to actually give people a peek into your life is a great way to build a relationship with them. Then one day when that person is ready to do so, they will find it very easy to reach out for you and ask for help. It might be that you’ve mentioned that you are now doing a, you know, a certain type of a transformation package or an online version of your services or something like that and you will then be the clear go to person for them to get in contact with and actually get that setup.

So that’s what we’re looking to use this far that hopefully paints a very clear picture of how this works as the, the three-part miniseries that we’ve outlined. It’s about using what you’ve already got in all the platforms to now build your own platform and take this a bit more seriously and then use that own platform to build up a communication system via email from which you can take care and retain the clients that you’ve already got, which is obviously hugely important in business. And then also drive your next set of leads. And help as many people as possible. Even if these people never actually join you as a client or work with you in any way, at least it’s giving you the opportunity to increase the amount of people that you have a positive impact on without taking up any more of your time. It’s an email that you write in any way. So if you can send that to 50,100, 200 hundred people, then that’s brilliant. That’s people receiving help and advice from you that they wouldn’t otherwise get access to.

That’s the end of these three parts miniseries. It all kicked off in episode forty, so if you haven’t listened to that, please go back and listen to it and you’ll get the show notes there @mattrobinson.blog/040 that set of show notes will then link to the other episodes in this series and you know the various videos and that that we’ve got going out. For those of you that are already on the email list, you’re going to get sent an email in the next week or so with all the walkthrough videos so that you can actually go through this process and set it up for yourself so if you, if you’re not on the email list there yet, make sure that you join that and get access to that. And if at any point you need any help with any of this, please feel free to reach out, ask for some help, ask for some advice and I can point you in the right direction even if it’s just sending you to a few. You know, all the light YouTube videos are that that I’ve used to help me set some of this stuff up. I’m going to walk you through most of it myself, but then if there’s any more specific technical bits that I’m not sure of, I’ll send you in the right direction in terms of finding out that help and advice. So that’s all for today, make sure you reach out if you need any help, and as always, take care of yourself and I will catch you in the next episode of the Pro-Fit podcast. Cheers for tuning in.


Use Your Platform To Communicate With Clients & New Leads For Your Fitness Business

This episode is part 3 of our mini-series about how to get your Fitness Business Online. If you haven’t listened to them yet, I recommend listening to the first two episodes listed below…

1. Rethinking Your Online Presence – Episode 40

2. How To Get Your Fitness Business Online – Episode 41

To finish off our mini-series of ‘getting started online’, I wanted to explain the importance of email marketing in communicating with your current clients and new leads.

81% of small businesses rely on email marketing as their #1 form of new client acquisition and 80% rely on it for client retention. These are big numbers and should have you asking yourself…

“Why aren’t I using email for these same purposes?”

Email marketing is far from dead – as many would have you believe – and in fact, email is becoming ever more interactive and easier to communicate to people with.

Think about how easy it is these days to check email on the go and view them in a way that is clean and crisp. With email consumption having been made so easy, we find ourselves consuming as much, if not more, email than ever.

But here’s the most important part for me… 

Unlike the relationships and business you may seek out to build on social media, email marketing require very few readers in order to be effective. 

When we think about social media, we think about having 10,000’s of followers, maybe even millions, in order to be successful.

With email, that just simply isn’t the case. A small-ish list of anything from 100 – 1000 people who are interested in what you do and engage with your content is all you need to build something successful for your business.

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At the end of this episode, I mentioned joining the weekly email list for the Podcast. This has been live for a while and allows me to let people know when a new episode goes live. 

But know I want to use this to add that little extra value.

So each week when a new show goes live, anyone on the email list will not only be notified about the new episode, they will also receive a FREE resource/link to something I am using, reading or listening too at that time that is helping me.

These resources won’t be mentioned in the episodes or in the show notes for the Podcast – they are for email subscribers only.

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