Just as a review, there are three ways to increase your revenue. Number one is to increase clients. Number two is to increase the average spend per client. Number three is, increase the frequency of visit of your client. Today, we’re going to concentrate on number one, how to increase the number of clients. That’s marketing. There are many different ways to increase your clientele with marketing.
Facebook Ads are huge. Don’t think, “Oh, my clients aren’t on Facebook.” Your clients are on Facebook. Now, I know there are people that aren’t, and so, of course, you’re not going to reach them with a Facebook ad, but there other ways that you can reach them.
You can’t just put a Facebook ad out there and target everybody, and then expect business to come. People are getting more savvy when it comes to advertising and sponsored posts on Facebook. You really have to focus your brand and create that hero within the person looking for your brand. Be exclusionary of the people that you don’t want.
Your text can’t be generic like, “Houston women,” or “Houston residents.” Be very specific. “People who want to lose weight.” You want to call out exactly who your audience is. Then, go into a story about how you can help people that might have a certain problem that you are very good at solving. Before you even start playing with this, you must understand who your target market is. It’s very critical with Facebook, because you can spend a lot of money advertising to the wrong people.
Finding your target market is as simple as doing surveys. You can do it yourself. Survey your clients. Ask them why they chose you as their service provider. What problems were you solving for them specifically? A lot of personal trainers and service providers think that they know why their clients came to them in the first place, but a lot of times that is inaccurate. Now you can create really compelling copy specifically for them.
Some Facebook ads take people to a landing page that has nothing to do with the ad. It’s confusing and people click off of it. You won’t get the conversion. The whole idea is increasing revenue and getting more leads, more clients into your business.
Secondly, network with other business owners. You’ll build up a network of people that can refer business to you. I belong to a group called BNI, but you need to feel out different networking groups.  You’ll learn to ask for referrals and educate your network on how to refer clients to you. When you hear your friends talk about New Year’s resolutions, or being afraid of going to the gym, or trying diets and failing, then ask if they’d be willing to talk to a fitness professional about solving that problem. That’s a perfect opportunity to give a referral.
Those are two very easy, low-cost ways of increasing your revenue by adding new clients: specific Facebook advertising and asking for referrals from your network.
Next week we’re going to talk about increasing average spend per client. If you want more of what I have to offer, please schedule a consultation with me at tom@tomjackobs.com. We can talk about your business and see how I can help out.
