The Importance of Your Customer Journey Map
Fitness and yoga studio owners often face a significant challenge in converting leads into loyal clients. Often, the process itself may be somewhat haphazard. To tackle this, it is crucial to create a clear Customer Journey Map (CJM). This map not only helps you define where you want your clients to go but also ensures that you communicate effectively to encourage their engagement, participation and commitment to your studio.
A thoughtful CJM allows you to understand your clients' thoughts, feelings and actions as they discover and visit your studio. It helps you identify the stage at which you engage with your clients and tailor your approach accordingly, utilizing suitable channels and messaging. Additionally, an organized customer journey map provides insight into your communication interactions with leads, highlighting areas where improvement may be needed. This data can be used to allocate your marketing resources effectively to the stages requiring attention.
Let's break down the stages for you:
1. Awareness
This initial stage encompasses how potential clients learn about your studio. During this stage clients might be looking into your services, or may be feeling a specific need that they are hoping to resolve. This stage of communication may involve word-of-mouth, paid advertising, organic search or social media marketing.
2. Interest
Once your awareness campaigns attract potential clients to visit your studio, you want to captivate and engage them. This is the point in the customer journey where you provide valuable insights, testimonials and more through content marketing. Examples include blogs, website content, social media posts, and reels. This type of content might include: The beginner’s guide to yoga, or 5 surprising benefits of spin classes.
3. Desire
At this stage, potential clients have recognized that your services address their specific needs or challenges. These needs and challenges might include anything from wanting to get in shape to reducing stress, or just taking more time for themselves. You want your communication to be focused on how you solve their needs and problems. Encourage them to take action, such as signing up for your newsletter or downloading a free guide to get started. We’ve seen a lot of studios successfully convert clients with downloadable content, such as “Your quick guide to a meditation practice.”
4. Action
Clients at this stage are ready to give your services a try. Make it seamless for them by offering well-designed introductory offers or consultations for private/solo classes. These offers should be priced attractively with minimal commitments. They also should be very easy to find on your website. We recommend studios have a ‘New Here’ section on their website that outlines how to get started, what they need and what pricing option is best for their new journey.
5. Customer Convert
You've successfully captured the interest of potential clients, and they are now trying out your services. Here, it's important to guide them towards their wellness journey. It is imperative that you have a new client journey set up in your email marketing automations. This journey will guide them through how to maximize their time with you, how to find classes and teachers they like, and what the next steps will look like as they look to join your studio. We find this journey/campaign is one of the most crucial for successful lead management and conversions!
And finally, the CJM doesn’t end here. You want to continue thinking about your clients on various stages of the journey. Your most loyal clients will eventually become your ambassadors, so reward them for the time they spend with you!
Ultimately, a clear CJM leads to a better experience for your clients. And a great experience = More Conversions!
Telomere Consulting provides business consulting and marketing services to studio owners in the boutique fitness and yoga space. The Telomere team helps you navigate business strategy from conception to implementation. We provide end-to-end marketing support and would love to hear from you. Click here to book your free intro call. We want you to treat your business the way you treat your body – making the right choices now to optimize its potential for a long and healthy life. Visit us here to learn more.
