In today’s competitive nutrition and fitness industry, gym owners need effective strategies to attract and retain current clients. For nutrition coaching businesses and gyms, a lead capture tool can be a game-changer. These tools not only help gather valuable leads but also play a crucial role in increasing revenue over time.
Gone are the days we just open the doors and the clients show up. It’s much harder to gain the attention and interest of new clients. The global health and wellness market grew from $4,951.16 billion in 2022 to $5,319.44 billion in 2023 at a compound annual growth rate (CAGR) of 7.44%. This means that competition is on the rise now more than ever. As a gym owner with a nutrition coaching program, if you aren’t doing things to capture leads and people’s attention regarding nutrition, other businesses will.
In this blog post, we’ll explore three powerful ways lead capture tools can boost revenue for your nutrition coaching business and provide several examples of digital products you can offer. You don’t need a sales team or fancy lead capture software to make this happen. Simple programs like MailChimp or your website can do the trick!
What Is Lead Capture?
Lead capture refers to the process of collecting contact information (such as email addresses, phone numbers, names, etc.) from potential clients or leads who have shown interest in your products or services. The goal of lead capture is to obtain prospects’ contact information so that you can nurture them through marketing efforts and eventually convert them into paying nutrition and fitness clients.
Lead capture is an essential component of digital marketing and sales strategies, particularly in industries where businesses rely on building relationships with prospects over time. Nutrition coaching and gyms almost solely rely on relationships to obtain and keep new clients. Therefore, lead capture should be a staple in your marketing sales funnel and client acquisition strategy.
What Are The Types Of Lead Capture Tools That Work?
Our HSN Mentoring clients are provided with a plethora of lead capture tool templates to incorporate into their marketing strategy.
Here are some that we have found work the best:
eBooks
eBooks are comprehensive pieces of content that provide valuable information to your audience related to the niche you are in. Using nutrition coaching as the nice, we would create a recipe eBook, or meal prep guide.
Offer eBooks for free in exchange for an email address to build your subscriber list.
Checklists and Templates
Providing downloadable checklists, templates, or related worksheets can be enticing for your audience. They offer practical value and should be used as lead magnets to capture email addresses.
Creating a grocery shopping checklist would be a great digital product to offer your audience as a nutrition coach.
Nutrition Talks, Webinars and Online Workshops
Hosting free nutrition talks, webinars or online workshops on topics of interest to your target audience can attract leads. Require attendees to register with their email addresses to participate, letting them know this will add them to your email list. You can then follow up with them after the talk with the recording. Make sure to email out the recording of the nutrition talk afterwards to potential clients who did not end up attending the talk, offering them the opportunity to come in for a free intro.
An example of a nutrition talk you could do as a nutrition coach would be to teach your favorite meals with the plate method! This is a very popular nutrition talk amongst our HSN clients.
How Can A Lead Capture Help Generate Revenue For My Nutrition Coaching Business?
The purpose of a lead capturing process is to ultimately produce revenue for the business. Often, this doesn’t happen overnight; however, with consistency, it will happen. Leads generated from a form, or landing page related to a topic of interest are considered warm leads. They have expressed some interest in the product or service you are offering; therefor they are much easier to turn into paying customers than someone you just met. The more high quality leads you have, the better. Nobody wants to waste time on people who have no interest in their niche, which is why a person downloading or signing up for an ebook or webinar is a good sign that they could turn into a nutrition coaching client.
Here are three ways an a lead capture tool can help generate revenue for your nutrition coaching business:
#1 - Builds Email Subscriber List
Offering a free eBook in exchange for an email address is a common lead generation tactic. By building an email subscriber list, you create a direct line of communication with potential nutrition and gym clients. Over time, you can nurture these leads through targeted email campaigns, promoting your nutrition and fitness services and ultimately driving sales.
#2 - Establishes Authority and Trust
A well-written eBook, checklist or recorded nutrition talk can position you and your business as an authority in this niche. When people find value in your content, they are more likely to trust your expertise and consider your offerings when they’re ready to make a purchase. This trust-building aspect can lead to higher conversion rates and repeat business in the future.
#3 - Upsell Opportunities
Checklists, eBooks, and nutrition talks serve as entry-level offerings, introducing potential clients to your brand and the solutions it offers to solve their biggest problems. The consistent communication that goes along with someone receiving your emails and interacting with nutrition talks helps build relationships.
Once they have benefitted from the free content and see its value, they will be more inclined to explore your paid products or services. This creates upsell opportunities where you can showcase the additional features, benefits, and value propositions of your paid offerings, thereby increasing your revenue stream.
Think of it like dating. Nobody proposes on the first date, and most people don’t buy products or services after only one interaction. In fact, studies have shown that it takes 8 touches to make a sale.
How Do Lead Capture Tools Work?
Businesses can capture leads using lead capture software. The software typically uses a landing page with a form for potential clients to fill out. I’m sure you have seen pop-up forms on a website…right?
The client’s name and email address entered into the form go to a spot in the software that stores their information and pushes out the freebie they signed up for based on “triggers” you put into the software. If you have no experience with this, it all sounds complicated. However, it works quite seamlessly and is very simple to set up if you take the time to learn how.
Many gym owners have the ability to create a form and a landing page within their gym software. But if they don’t, software such as Mailchimp or Flodesk offers a way to store email addresses and create forms and landing pages.
Wrap Up
Capturing leads is an extremely important part of a nutrition coaching business. Without new leads, the well will run dry. More leads equals more customers, which in turn means more revenue.
With digital products so easily created, why not take advantage of driving revenue, and helping more people through lead capture? Education platforms like YouTube make it so easy to learn new skill, and there are countless videos out there on how to use these lead capture tools if your gym software doesn’t provide that option.
Take action TODAY and create your first lead capture tool! Email heather@healthystepsnutrition.com when you have it done so I can see it!
