gym marketing

How to Increase Leads and Sell More Memberships with Lead Magnets

Lead magnets are an underutilized tool for increasing leads, boosting sales and leveling up your marketing. Here are five steps to create your strategy!

Monica Hilton
May 14, 2024
How to Increase Leads and Sell More Memberships with Lead Magnets
Lead magnets are an underutilized tool for increasing leads, boosting sales and leveling up your marketing. Here are five steps to create your strategy!

It’s one of the most effective - but underutilized - options in a gym owner’s marketing toolkit. Lead magnets can help you increase lead generation, boost sales and level up your overall strategy.

A lead magnet is a freebie or service given in exchange for a lead’s contact information. Also referred to as gated content, lead magnets require info in order to gain access. A few examples include trial subscriptions, consultations, samples, guides or newsletters. Basically, you give something away to entice sales leads to voluntarily provide contact or demographic info.

Creating lead magnets for gyms
Lead magnets are a creative and powerful way to attract new customers and convert them to gym members.

The best lead magnets speak specifically to your target customer’s struggles and provide a quick win to overcome them. They should be well-designed and professional. Generally speaking, there isn’t an ideal length, but aim to keep it concise and easy-to-consume.

Today, we’re talking about why lead magnets are important for your gym. We’ll give you some pointers on how to create an effective strategy. Plus, check out the fun examples to get you started.

Why Lead Magnets Are a Game-Changer.

There are several reasons why implementing a lead magnet strategy can be so powerful for your gym.

First, lead magnets are a cost-effective way to attract potential customers. As gym owners, we’re always looking for creative ways to get more leads in the marketing funnel, right? So when executed correctly, lead magnets can generate high returns. Plus, they’re a relatively low-cost option when your budget is prohibitive.

Second, lead magnets are extremely beneficial for building a segmented email list. You’re building a list for long-term marketing and ongoing engagement. And segmentation is key because different lead magnet topics appeal to various audience segments. So you can tailor communication based on specific interests. This goes a long way in personalized marketing, leading to higher sales conversion rates.

Third, you can establish authority and trust with lead magnets. When you provide valuable content, you position your gym as a fitness expert. Ultimately, this credibility builds trust. Not only with leads, but current members as well.

Five Steps to Create a Successful Strategy.

Ready to create, implement and distribute some effective lead magnets? Here are five steps to get started.

1. Identify Your Target Customer’s Pain Points.

One of the best ways to craft compelling messaging for your target customer is to create buyer personas. Doing so allows you to understand their specific goals and challenges. This type of insight will help you create lead magnets that truly resonate with prospective members.

For example, Super-Jacked Jeremy and Soccer-Mom Mary are likely looking for different types of content. And neither of them would be in the same segmented email list as 73-year-old Killin-It Kent, who’s looking for a senior fitness program.

Vary content for different audiences
Different content will appeal to different demographics, so segment your audiences to connect with each one.

2. Provide Value.

Ultimately, any lead magnet you create should provide enough perceived value for someone to be willing to exchange their contact info for it. Remember, value can come in a variety of forms. So whether you’re educating, engaging, entertaining or empowering, the goal is simply creating compelling content. It should be practical, useful and relevant to your prospective member.

3. Make the Process Simple.

When you think about the implementation of your lead magnet, the Golden Rule applies. Make sure the process is something that you’d be willing to go through yourself. Take out any unnecessary steps, complicated instructions or barriers. Whether it’s a digital download, video or consultation, the delivery should be immediate and user-friendly.

Also, this is a great area to harness the power of automation. Imagine you enter your email in exchange for a how-to guide, and then nothing happens. You wait patiently for someone to notice your request, then finally a guide shows up in your email several days later. Chances are, this isn’t a company you’d end up doing business with.

On the other hand, if your guide appeared immediately with a personalized thank you from the company, that’s a whole different consumer experience.

4. Get Creative with Distribution.

The formula is simple: The more visibility your lead magnets get, the more likely you are to generate more leads. And there are quite a few fun ways to experiment with distribution. Here are just a few:

  • Your gym’s website: Promotional pop-ups, blogs or the “About Us” page
  • Social media posts, bios or captioning for cover photos on Facebook, Instagram, LinkedIn, etc.
  • Paid gym advertising
  • Email signature
  • Your ‘Error 404’ page
  • In-person events like health fairs or corporate lunch-n-learns

5. Be Intentional with Follow Up.

There’s just one primary goal after collecting a valuable list of prospective members’ contact info: Do something productive with it.

Create a long-term lead nurture strategy
Getting prospects to take action isn’t always immediate, so implement a long-term lead nurture strategy.

The name of the game is effective lead nurture and it’s a long-term play. As we’ve seen over and over again, it can take anywhere from a few hours to a few years before someone becomes a member. The key is to consistently provide connection points for as long as that process takes.

Pro Tip: PushPress Grow is the ultimate tool for using the power of automation for effective lead nurture! Book a demo with our team today to find out how Grow can take the work off your plate.

Steal These Creative Ideas for Lead Magnets.

Need some “fitspo” to start creating your gym’s lead magnet strategy? Here are six topics proven to get prospective members to take action.

  • Nutrition guides like healthy recipes, calculating macros, grocery shopping lists or how to eat healthy in [insert your city here].
  • Fitness challenges, workout plans or movement technique demonstrations.
  • Tips and tricks for motivation, community connection or preventing injury.
  • Scientific fitness education like the science of muscle growth, the benefits of cardio, etc.
  • Webinars or live Q&A sessions about fitness, nutrition and wellness.
  • Discounts, trials and consultations for your gym’s services.

In Summary: Lead Magnets Make Value a Two-Way Street.

Lead magnets are an often-underutilized marketing tool for gym owners. But when used effectively, they can increase leads, boost sales and level up your overall strategy. They’re a cost-effective option for building a segmented email list while building trust and authority.

Start by identifying your target customer’s pain points. Provide value and make the process simple. Get creative with your distribution channels. And finally, put your hard work to use by following up effectively.

Implementing a powerful lead magnet strategy will help you attract more leads, increase sales conversions and grow your fitness business.

Monica Hilton

Monica is our Content Manager extraordinaire for PushPress. She also owns her gym in Indianapolis, Together We Rise CrossFit, which she opened in 2014 and previously worked in IndyCar racing.

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