Hey everyone!!! Welcome back for our monthly must dos – I hope that your Q1 went well and was a time of building up some foundations, thawing out, and getting excited for what’s in store for the summer!
By now, you can probably see your studios and businesses getting a bit more full. People are excited for summer, the weather is getting a bit more mild, and your clients are likely envisioning themselves taking full advantage of summer. What that usually means in the wellness industry is that we’re about to embark on a PACKED next 6-8 weeks, and then see a bit of a slow down for summer. I’m all about working smarter, so knowing this information specifically about your business trends and how your clients react to the seasonality is so important, so before we get started, head back and look at your booking software (or even just your calendar from last year). What was your utilization? Were you maxed out? When did things start to slow a bit? Use this information to inform your summer strategy so that you’re not surprised, and can plan your revenue projects and frequency a bit better. Anyway, I digress – let’s get into the marketing must dos for this month!
1.Think about your business of the future. Here’s a concept to wrap your brain around – every single thing going on in your orbit right now – the food you’re eating, the computer or phone you’re reading this on, the chair you’re sitting in or the road you’re walking on – these are all products of a decision you made in the past. A concept I’ve been working on with my private clients lately is that while our businesses are amazing and serving a fantastic purpose, they’re a reaction to an industry and need from the past. It’s easy to continue to stay in this mode, but as science, technology, and client behaviors evolve, we need to be evolving, too. Still with me? I saw this post from Tonal a few days ago and I absolutely loved it. There’s been a LOT of scientific research, emerging conversations, and behavior changes from our clients (with periods) based on how the female body works, and I love that they’re bringing this into the conversation and showing how their brand is keeping up with the science. This is just one example – but consider how some new research in anatomy, mindfulness, and even just what you’re noticing your clients gravitating to lately – how can you bring that into your business to continue to evolve with your clients?
2.Audit your communication. Guys, if you don’t know what emails your clients are getting, this is a big call out. A few days ago, I got a reminder email from a studio that I had booked class at, letting me know class was starting in 24 hours. The email was pretty generic, didn’t have any information about the actual studio, or a link to change my class if I needed to. I had forwarded it to the studio owner with some recommendations to just add that link to the schedule in there for the client’s ease, and she replied that she’d never even seen this email before. This is SO COMMON. I’ve gone through this, too, with my booking software emails! We all have, so it’s totally okay if you’re not currently super aware of the emails your booking software is sending, but guys, please make a plan this month to audit these emails!! Every single one. All touchpoints from your brand are your reputation, and we want to make sure our clients feel good & easy about interacting with us at every stage. Some emails I’d start with:
Confirmation of class
Receipts of payments
Reminders/ see-you-soons
Client Cancellations
3. Close the loop on your marketing. What I mean here is – make sure your emails, social media, website all feed into each other. The goal is that your website feeds into your email list, your social media channels feed into your email list, and that your emails always call out a way to link back to your website to book class, or that your emails have a “keep up on social footer”. The reason for this is that whether we know it or not, we put out information on our brands on a lot of different channels, and each thing varies slightly. To make sure your client has a well rounded idea of your brand and who you are, continue to make sure your followers are signed up for your email list, and vice versa. The added bonus here is that just in case something happens to your social account, you’ve already been in the work of encouraging your audience to subscribe to emails, which is much safer against any disruptions.
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