Drip, Drip, Drip Campaigns: Part One

Drip campaign

Your website is killing it. All the widgets work great; all the images are professionally done.

Your wordage is on point. You have the perfect amount of information on each and every page.

And yet, that is simply the first step in getting a lead walking through the doors of your gym. A great website alone on average won’t get Sally or John showing up for their first class. Sure, there’s that random soul who is sold by your website layout; often though, they need a little more encouragement.

One of the ways to build trust and a relationship with people you’ve never met is through something called a drip campaign. Like any true relationship, it takes time to build — like a slow drip that can wear away rock and stone over many, many years.

First, you have to have a way to collect emails on your website. A widget of some sorts that prompts a visitor to type in his or her email can be the best way to do that. Then you can begin dripping away.

Inc.com breaks down what a typical drip campaign looks like for a business:

Day One

A “welcome” email is sent to the prospect, saying hello and thanking him/her for his/her interest.

Day Two

Send the prospect a freebie. Have some great nutrition tips or travel workouts with a video explaining the movements? Show the prospect you care without needing anything in return.

Day Three

Client testimonials are powerful, so send one along to your prospect.

Day Four

Now it’s time to tell your story. Share how you personally got into CrossFit and how it changed your life.

Day Five

Put the choice in front of them to sign up for your next six-week challenge or foundations class. After this, if they don’t respond for a few days, follow up. Consider offering a discount or free class or a meeting with your nutrition Coach. That might be just what they need to be tipped over the edge and into your gym.

If you’ve tried the above, maybe it’s time to try a new drip campaign, as there are multiple versions out there. All in all, you need to keep in mind that you’re building relationships with your prospects, helping them grow in their trust of you.

Heather is the editor for Box Pro Magazine. Contact her at heather@peakemedia.com.