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Podcast Purpose
Interview with Gus Lopez of Lead Hunter Media to discuss marketing strategies, lead follow-up, and retention for martial arts schools.
Key Takeaways
- Consistent marketing and nurturing leads is crucial for success, even during slow periods
- Following up quickly with leads and building relationships is key to improving conversions
- Using AI systems can help automate lead nurturing and follow-up to increase show rates
- Offering a small paid trial or deposit can increase commitment and show rates
- Focus on improving systems like sales process and retention in addition to lead generation
Topics
Lead Follow-up and Nurturing
- Speed of follow-up is critical – use AI systems to have 24/7 conversations nurturing leads
- Nurture leads long-term by building a database to market offers to over time
- Poor follow-up is often the reason for perceived “bad leads”, not the marketing source
- Use tools like automated texts, emails, and calls to stay top-of-mind with prospects
Paid vs Free Trials
- Free trials generate higher volume but may have more unqualified leads
- Paid trials filter for more committed prospects but require higher ad spend
- Consider offering a small refundable deposit (e.g. $10) to increase show rates
- Test different offers like 2-week trials, 4-week trials, challenges etc.
Retention and Customer Lifetime Value
- Work on improving retention from the start, as it allows you to spend more on marketing
- The longer students stay, the more you can afford to spend acquiring them
- Use tools like risk-reversal (e.g. cancel before yellow belt) to ease commitment fears
Consistency in Marketing
- Don’t stop marketing, even during slow periods – build long-term momentum
- Cutting marketing loses any traction and momentum you’ve built
- Consistent marketing keeps your school top-of-mind as prospects go through cycles of readiness
Next Steps
- Reach out to Gus at Lead Hunter Media to discuss marketing services and get a free sales training course
- Test offering a small paid deposit for trials to increase show rates
- Focus on improving retention and customer lifetime value
- Commit to consistent long-term marketing to build momentum
Action Items
- Try the $10 deposit strategy with the next 5 leads to increase show rates
- Visit www.leadhuntermedia.com and book a call with Gus Lopez of Lead Hunter Media, mentioning the School Owner Talk podcast to receive a free sales course as a bonus. Consider hiring a salesperson to make calls and free up time for other tasks.
