Your Digital Marketing Machine

I realize this is not an easy read. But neither is launching a brand that has a unique and memorable identity.

What is written below is not a strategy to get as much business in 30 days as possible. It is definitely our recommendation to accomplish this over the next 3-6 months.

And it will without question be the foundation you can build a health and fitness coaching empire.

We have broken down all your needs into 3 main categories:

Define > Build > Refine

Define

1. Market Research
   1. Building a powerhouse 7+ figure business needs more than just an effective Facebook ads strategy. It requires a deep understanding of the people it serves, so it can position itself as the best solution in the marketplace.
2. From a deep understanding comes the ability to speak to their challenges and communicate in their own words.

1. Here is a sneak peek into some of our hyper-effective tactics/tools. With the amount of traffic your site currently gets, this will be a total winner.

1. Offer Optimization:
   • Once we have our audience correct, can we rightly outline our offer in its most compelling form.
   • We need a clear destination if we are to lead droves of clients to it. (This does not mean we are revamping your business model. This does mean that we will tie every bit of your business model into meeting the specific issues your audience is dealing with.)
2. Funnel Mapping:
   • We need to have strategies to move clients through the funnel.
     • How are we helping more people to become aware of who we are?
     • How do we start to engage them and garner their trust?
     • What front end offer can we make that clearly positions our services as irreplaceable?
     • How do we get these clients to purchase our core offer?
     • How do we help each client become a brand evangelist who provides fresh leads on zero ad spend?

Front-End Offer

Few things are more powerful than getting people in your ecosystem as fast as possible. A front-end offer will get you app downloads, email lists, and hot leads.

Prospective clients will experience the quality of your services and the first steps towards a total life transformation without having to make an active decision or reach for their credit card.

We will create and refine the ideal front-end offer to reach the correct clients for your brand.

A/B Testing for the Perfect Fit

Every customer segment and persona will have a different perfect fit for their front-end offer, just like any other product or service.

We will hone the front end offer, until we find the right fit for your market. Then, we will A/B test elements of the front-end offer to improve conversions and engagement over time.

A 2-week free trial for the fitness and nutrition sections of the coaching will be an easy way in. This strategy can easily lead to a consultation call with a life coach or a limited-time offer to encourage a quick transition to a paid subscription.

Encouraging Fast Action

By adding automated marketing systems to the front-end offer experience, we can encourage people to experience more of the services and feel rewarded both financially and on their transformation journey.

A “Fast-Action Bonus” of additional access or value can reward their actions in the app and start the dopamine drip that will lead to long-term habits and success in their goals.

Build

Marketing Website

It is non-negotiable that any service obtaining clients off the web needs to have a dialed in digital identity. Trying to change some copy is like putting a band-aid on a machete wound. Revamping the site to reflect the research we do in the “Define” stage is the fastest way to achieve your goals over the near and long term.

• Expert collaborative sales copy written using the StoryBrand framework.
  • Donald Miller's Storybrand framework is the gold standard for inviting your clients into a story where they are the hero, and you are the perfect guide-by-the-side to ensure they reach their goals.
  • Clients don't just sign up because you are awesome (although that is true), people sign up because you're awesome at making them awesome.
  • We will be absolutely obsessed with creating a website that looks incredible, but nothing is more important than the words you use to get visitors to take action.
  • Our experienced team of copywriters will get to know your specific value propositions and tone of voice and set you up for success!
  • Professionally designed visual content to draw in the attention of your target market.

We would love it if you clicked this link and visited our portfolio page to browse some of our previous work.

• Full online store functionality and shopping cart to sell one-time purchases and subscriptions.
  • We will create product pages for your challenge and subscription services.
  • Paypal Integration.
• Site Tracking is installed to monitor specific activity of your email contacts.
  • This lets us see which pages your visitors look at and send ultra-targeted emails to increase conversions!
  • Think of someone who visits your booking page, then there is no appointment booked. You can email them and offer a free consult and get them to complete the booking process.
• Dedicated booking software negating the need for ongoing subscription to Calendly, Acuity, etc.
  • Very likely this is the software you used to book your appointment with us.
  • It is extremely pleasing to the eye and will be totally on brand and live on your custom domain name.
  • The more professional you look, the more you will be respected professionally!
  • Own this outright without a monthly payment for it!
• Professionally automated health questionnaire/waiver/contract functionality with legally binding signatures.
  • To have e-signatures be legally binding, not just any software will do. It has to carry a high standard of encryption, so the law can be confident the signature wasn't tampered with.
  • Again, there is zero monthly cost for you to own this software!
• Automated Testimonial Video Collection System built into the website. Social proof is powerful. Take advantage of a top tier automated system to capture a never-ending stream of marketing content for your brand.
  • Feel free to see ours at https://fitnessmarketingmachine.net/testimonials
• Google Analytics installed.
  • You may not be ready to analyze site visitor behavior, but we want to make sure we are collecting the data, so that when you are ready, you can look at the entire history.
• Landing Page Templates that you can use to replace services like ClickFunnels.
  • ThriveThemes is one of the premier landing page building software in the world.
  • There's a whole library of templates you can use that we will install right on your site.
  • It has all the bells and whistles with countdown timers, pop-ups, multistep opt-ins and integrates easily with your CRM, so you can nurture your relationships with any leads/clients
• Professionally styled blog page.
  • We HIGHLY embrace content marketing for your business.
  • We can create a professional sort and filter system to let your audience consume even more of your content. This is one of the best ways to remind your contact list that you can solve their problems and are a thought leader in your field.
• You'll have software to create robust, on-brand custom forms for anything you can dream up!
  • Want to do a survey? No problem!
  • Are you a fan of form based assessments? We have you covered!
  • Do you use a weekly check-in form? Consider it done!
• Embed Social Media reviews and social media feeds like YouTube, Instagram, and Facebook right on your site!
  • The buzzword "Omnichannel Marketing" exists for a good reason.
    • The more channels you can use to educate, inspire or entertain your audience, the more conversions you will have!

1. CRM Optimization
   1. Pipeline Development
      1. We'll create a visual "Pipeline" in ActiveCampaign to show the following:
         • New leads
         • Lead Magnet Consumed
         • High Engagement
         • Purchases
   
   1. Contact Scoring
      1. We'll set up "Contact Scoring" then monitor each engagement the contact has with your brand.
         • Which web pages were visited, email opens, email clicks, etc.
         • Whenever contacts break engagement thresholds, we will send them targeted offers to achieve conversion.
         • Google sheets analytics to show your key conversion metrics

• Onboarding Email Nurture/Sales Campaign

Optimize the layout and language for your specific target market segment in a full email campaign designed to help all prospects KNOW > LIKE > TRUST Zero Doubt Club

It takes an average of nine touchpoints to convert someone these days

Nine (9). That's a LOT.

The good news is, you already have their email and they've probably seen you 1 - 3 times already.

And once you have their email -- the next few touches are free.

They've invited you into their inbox and their motivation is at an all-time high

They are curious about you and what you can do for them. So, let's tell them.

This email campaign uses five strategically timed emails to invite the reader into Zero Doubt Club's mission, by positioning you as the Guide. It builds their confidence in you...

...and then goes for the sale. Converting more prospective leads into recurring sales that grow the foundation of everything else you want to do.

Here's the deal:

Five killer emails to convert people who are at their highest curiosity about Zero Doubt Club and their highest motivation to act

2 attention-grabbing subject lines per email, so you get people who want it clever and people who need it to be clear (automated to capture prospects with unopened emails)

A connected, coherent journey through the email sequence that invites prospects along and makes them beg to join you in your mission (starting with their own personal health)

1. Segmentation
   • Your contacts will begin to “raise their hands” as they visit certain blog posts or podcasts on your website.
   • Opening and clicking emails lets us know what their hot buttons are.
2. Targeted Communication
   • Now we are in a place where we can make sure they get the right message and the right time through the right medium.
3. The best part about all this is that we will flex out automation muscles to book consults, send text message appointment confirmations, and trigger custom offers to match their activity.

3. Ad Management

In short, we will use ads to:

• Drive sales
• Get leads
• Increase website visits
• Influence consideration
• Build awareness

Optimization

By starting from the core offers and ideal customer personas for the brand, we can dial in and get ads in front of the right people. Analytics, profiling, and keyword research will allow us to find those customers and reach them quickly.

Ads will be optimized around specific actions that build our goals. With a front-end offer in place and a pipeline to guide prospects towards a sale, ads won’t have to do as much heavy lifting. But that doesn’t mean they don’t need to be fantastic.

By A/B split-testing the ad creative, copy, headlines, and CTAs, we will grow the return on ad spend (ROAS) rate to a level that is sustainable for long-term growth.

Audiences will be segmented, retargeted, defined, and grown, so we can clearly label and target the perfect customers for Zero Doubt Club.

Channels

We will organize and prioritize ad spend from available ad platforms. Such as:

• Google Local Ads
• Instagram-specific ads (Meta)
• Facebook Ads (Meta)

Refine

1. Assess and Enhance Protocol

Fitness Marketing Machine Custom Data Dashboard for all your omnichannel marketing KPI’s -

1. Data for Decision-Making

We’ll set you up with full data and analytics overseeing all our efforts.

You’ll know how effective our strategies are so we can do more of what is working and less of what doesn’t (Nobody’s perfect ;)

Conversion Rate Optimization