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Reaching new clients is getting harder.
If you’ve been in the game for awhile, you’ve already chatted with leads that are one person removed from your existing client list. It’s that 3rd and 4th degree of separation that is a little tougher to crack. In the not-so-distant past, a simple Facebook post would reach nearly 50% of your organic following. Now you’re lucky to get 3%.
There are a million different ways to reach new markets, but I’d like to focus on the Podcast as the simplest and most productive use of your marketing efforts, dollars, and time. If you’d like to see how we’re rolling this out with corporate wellness, check out Fit9to5 Radio for updates.
Think about all your potential new markets for CrossFit athletes: runners, skiers, cyclists, corporations, folks who live in a specific neighborhood, Strength and Conditioning coaches, farmers, teachers, students…the list goes on infinitely.
The best thing about all these potential markets being hard to reach is that you share a common problem that YOU can solve for both parties involved: you both have a message to share to as many people as possible. From where I’m sitting, the Podcast is the easiest platform to solve this problem. You give them a platform, they give you content, they share on their platforms, you’re seen as an expert, they’re seen as an expert. It’s Michael Scott’s idyllic “win-win-win.”
If you haven’t yet, now’s the time to check out Part 1 of this series. If you’re there, here’s how to use your podcast to break into new markets:
Start close
Chat with your members. Chances are there’s an HR director, business owner, accountant, hairdresser, mechanic, or some other service professional that would love the free publicity. Chat with them about fitness & the professional success they enjoy as a result of their experience at your affiliate.
Identify the coalition builders
Who, in your neighborhood, has the broadest social media reach? What companies have great employee wellness programs? Who’s the fittest executive in your town? Find ten of these people who have some level of connection with your gym and flatter them into letting you interview them about anything. You can weave the conversation into one about wellness or fitness if it goes there, but just let them chat. Remember: you want to tee up a piece of content they’d be proud to share to their networks.
Package it up nicely
If you need a refresher on recycling your podcast on other platforms, head back over to Part I. Otherwise, now it’s time to deliver your package for your coalition builder to share to all of their contacts. Send them a handwritten card thanking them for the interview, then follow up a few days later with an email that contains everything they need to share: a blog post made from the outline of the interview, a copy/paste Facebook status, and a link to the podcast. It’s important to note that each piece of content should be hosted on your site or link back to your social media accounts.
BOOM! Just like that, you’ve a) established yourself as an expert, b) made a meaningful connection with a community member, c) created a bunch of content, and d) DOUBLED the reach of that content.
Happy podcasting.
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Matt Scanlon | Business Mentor
Matt owns and operates CrossFit Memorial Hill in Kansas City, Missouri. Prior to opening his affiliate in 2012 Matt worked in healthcare management, developing one of the first public/private long-term healthcare initiatives in state history. It was through this experience coupled with his wife, Maggie’s, extensive athletic training background that pushed them to open their gym.
As a business coach, Matt thrives in the “Help First” model. He loves hearing gym owners tell their story & helping them share that story with others. “I love our community. I love being around other like-minded gym owners working together to bake a bigger pie.”
In his free time you can find Matt playing music, mountain biking, or cheering on his Kansas City Royals.[/vc_column_text][/vc_column][/vc_row]