The Funnel

A Funnel is a term used to describe a client’s typical journey through a business. For Swift, it’s the various stages a client has to go through before they decide that they want to become a member or buy a block of sessions.

There’s a number of steps involved in creating a funnel, which varies from business to business. There can be multiple funnels within each business, the variables could be the product, the client avatar, or the lead source.

​For example
  • The funnel for a boot camp client would be different to that of a personal training or high end coaching client.
  • The funnel would also be different for a busy professional, to a full time Mum.

The funnel we’re about to take a look at is extremely simple, but has been crafted over the last few years and works brilliantly for our target market.

​Let’s take a look at the 4 step boot camp marketing funnel below. 

​

STEP 1 - MARKETING

There are 6 key factors to us attracting new leads into your business. Only 6.

​It’s worth taking a minute and really focusing on these 6 factors every day and doing them exceptionally well as in reality they are the lifeline of any new business.
  • Adwords
  • SEO
  • Existing Database
  • Referrals
  • Social Media
  • Partnerships ​
​
​The first 3 are heavily influenced by Swift, the last 3 we share. 

STEP 2 - EMAIL CAPTURE

This is the bit where you engage the client into taking action. This step is almost always free.

​It’s purpose is to give as much value as possible & to create an experience so that the client wants to see us again.

We currently use both of the following tools, and have more on the way.
  • Free Boot Camp Trial
  • Free Guide/E-book/Recipe book 

​

STEP 3 - DEVELOPING THE RELATIONSHIP

Developing the relationship is key. You don’t meet someone, and in the first conversation ask them to give you some money. They don’t know you, like you or trust you.

This step is all about getting to know each other, starting a conversation, & slowly encouraging them to the next phase of the funnel.

We will look at this step in more detail in our Excellent Client care section.
​ 
  • ​Auto series of emails, helping the clients understand more about us and what we stand for. Giving them an opportunity to ask questions, and get involved.
    ​
  • Monthly mailing list. Our monthly newsletter. 

​

STEP 4 - THE SALE

This is the bit we’ve all been waiting for. The time for the client to decide whether to invest in us or not.

This is where we have a number of different packages and plans available to suit each clients needs.
​
  • Boot Camp Membership
  • Pay as you go 
  • Other product such as PT or corporate
​