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Intent-Based Marketing Strategy: Attract Customers Ready to Buy · Gym Business Coach Podcast

• 0:00
  [SPEAKER_00]: All right.
• 0:01
  [SPEAKER_00]: Welcome back to the gym business coach podcast.
• 0:03
  [SPEAKER_00]: I'm your host Tim Lyons in studio today joined by Randy Anxon.
• 0:07
  [SPEAKER_00]: What's happening?
• 0:07
  [SPEAKER_00]: Hey, my dude.
• 0:09
  [SPEAKER_00]: What's happening?
• 0:11
  [SPEAKER_00]: There's me.
• 0:13
  [SPEAKER_00]: How about that fat Albert?
• 0:14
  [SPEAKER_00]: Fat Albert.
• 0:17
  [SPEAKER_00]: Who's me?
• 0:18
  [SPEAKER_00]: Fat Albert.
• 0:19
  [UNKNOWN]: We do boo.
• 0:21
  [SPEAKER_00]: guys that's so it's actually before my time.
• 0:24
  [SPEAKER_00]: That was like 70s man.
• 0:25
  [SPEAKER_00]: Bill Cosby did a fat Albert cartoon.
• 0:30
  [SPEAKER_00]: There's just about these kids from a neighborhood and other lives and stuff.
• 0:33
  [SPEAKER_00]: Go look it up guys.
• 0:34
  [SPEAKER_00]: Anyways, welcome back!
• 0:36
  [SPEAKER_00]: Great episode for you guys today.
• 0:38
  [SPEAKER_00]: We got so much stuff happening, you know, when it comes to marketing there's a lot of different ways to market and typically you hear, you know, one way just throw offers out and, you know, hope for the best and Jim's usually do that very well or very consistently.
• 0:54
  [SPEAKER_00]: I don't know how well they do it.
• 0:55
  [SPEAKER_00]: However, there's another way, there's another way to get your content out into the marketplace and have it result in something, because if we're ever looking at marketing, we always want to tie a return back to the efforts given, right?
• 1:08
  [SPEAKER_00]: So we always want to say, we did this thing, we spent this money, we spent this time and it resulted in this return on investment.
• 1:17
  [SPEAKER_00]: whether or not that's physical ad spend or just time in the saddle, we need to know that like what I'm doing is actually creating movement towards people coming into my gym.
• 1:27
  [SPEAKER_00]: And for the longest time, everybody is like, you need to contact, you know, get up a content out.
• 1:31
  [SPEAKER_00]: This is actually content if we're being honest.
• 1:34
  [SPEAKER_00]: And this is actually intent-based content as well because what
• 1:42
  [SPEAKER_00]: It was really coined by the digital marketer direct response guy Frank current a guy that's, you know, following for years he's been around for for decades, but he's like, hey, you know, we need to be able to tie a return back to just content.
• 1:57
  [SPEAKER_00]: And he kind of coined the term intent based branding because again there's there's one side of the spectrum is branding the other side is direct response will get into that on another episode, but really what I want to talk about is the intent based branding side of content marketing so when he comes to content marketing what is the idea that we're explaining that we're smart.
• 2:20
  [SPEAKER_00]: We're explaining that we know or have this loser, we have a thing that will help the consumer get a specific result, whether or not that's the final result or just a move in the right direction, the step in the journey.
• 2:34
  [SPEAKER_00]: Yeah, that's the idea.
• 2:36
  [SPEAKER_00]: We're just not talking to talk.
• 2:37
  [SPEAKER_00]: We want to have value.
• 2:39
  [SPEAKER_00]: for the consumer, whether or not that's on social media or email or, you know, a live or YouTube or whatever it is, the person consuming the message, the content needs to be able to say, okay, if I just follow what he or she is saying, I will get a result.
• 2:58
  [SPEAKER_00]: Um, and everything shit and we always kind of say we everything should have a result tied to it by itself.
• 3:05
  [SPEAKER_00]: Um, you know, and then the higher you go up the ascension, ladder and an organization, whether or not that's at gym business coach, the higher you go up in your gym, the closer they get to the one on one help that they're looking for.
• 3:18
  [SPEAKER_00]: So anyways, just in a nutshell, now bringing it back down to what intent based branding really is,
• 3:25
  [SPEAKER_00]: is I'm going to teach you something, hopefully get you interested, and at the end, hey, I'm going to slide a soft call to action.
• 3:33
  [SPEAKER_00]: If you need more help with this, you know, here's your call to action.
• 3:38
  [SPEAKER_00]: Click the link, give us a call, you know, opt-in, whatever it is.
• 3:42
  [SPEAKER_00]: And so opt-in, that part's missed.
• 3:45
  [SPEAKER_00]: Yeah, big time.
• 3:46
  [SPEAKER_00]: You know, whether it's a blog, whether it's, you know,
• 3:52
  [SPEAKER_00]: you're great at educating, but we forget the small subtle call to action.
• 3:58
  [SPEAKER_00]: Now if we wanted to go deep on this and we wanted to say, you know, how do I know that that particular piece of content actually resulted in leads that then resulted in members of my gym?
• 4:11
  [SPEAKER_00]: there's a lot of ways to track this.
• 4:13
  [SPEAKER_00]: The simplest way is what's called UTM parameters.
• 4:18
  [SPEAKER_00]: What is that?
• 4:19
  [SPEAKER_00]: That's a piece of code that's on the string of a URL that ties back to your CRM that says, somebody clicked on this.
• 4:27
  [SPEAKER_00]: It ties that kind of could be a tag.
• 4:29
  [SPEAKER_00]: It can be just a, uh, the parameters behind that slash question mark.
• 4:34
  [SPEAKER_00]: That says, hey, they came from this particular email, this particular link, whatever it is.
• 4:40
  [SPEAKER_00]: And then you can dig deeper and say, oh my gosh, that blog that we did on what shoes to wear for your, for the best of workouts, actually the one that resulted in these three clients.
• 4:51
  [SPEAKER_01]: Yeah.
• 4:52
  [SPEAKER_01]: Yeah.
• 4:52
  [SPEAKER_01]: And our buddy Ted Brown always said, you know, marketing has one job and it's return on your investment, right?
• 4:58
  [SPEAKER_01]: So returning your capital and intent based branding when you do have source-based tie-ins, right?
• 5:06
  [SPEAKER_01]: Well, you know where that person came from.
• 5:08
  [SPEAKER_01]: That's the only way you're actually going to understand and have the data around that.
• 5:13
  [SPEAKER_01]: And so what Tim just said and shared
• 5:17
  [SPEAKER_01]: We believe in segmenting your lists and this is one of those parameters that we would use because you have to think about the journey that the person's on to.
• 5:28
  [SPEAKER_01]: Did that person is that person ready to buy today or did they just enter our ecosystem do they need more information before they're ready to buy.
• 5:35
  [SPEAKER_01]: Frank, you know, has a big belief that your your content in marketing when it's intent based has to deliver some form of value.
• 5:43
  [SPEAKER_01]: Right.
• 5:43
  [SPEAKER_01]: The client should receive a win.
• 5:45
  [SPEAKER_01]: You guys listening to this podcast.
• 5:47
  [SPEAKER_01]: I mean, we are it is our home that from these episodes, you're getting some level of value to where if you took action, based upon what we're teaching without having to pay us for it, you're going to get some result.
• 6:00
  [SPEAKER_01]: Right.
• 6:00
  [SPEAKER_01]: So if you take the concepts of today's episode, you go and set up some UTM parameters.
• 6:04
  [SPEAKER_01]: you start segmenting your list.
• 6:06
  [SPEAKER_01]: You will have a win.
• 6:08
  [SPEAKER_01]: And again, it's not behind a paywall.
• 6:10
  [SPEAKER_01]: It's not with the expectation of pay us first and then get all the information.
• 6:14
  [SPEAKER_01]: It's almost like giving some of that goodwill, some of that value ahead of that expectation.
• 6:21
  [SPEAKER_01]: And then if you do like Tim said, if you want to get closer to or a larger result, you move to a different step in that journey, right, you maybe you join our newsletter, maybe you join our coaching program, whatever that may be, but it again, it's it's the step by step.
• 6:39
  [SPEAKER_01]: journey that the customer is on, that ultimately can lead all the way up to your highest price programming, your most valuable education, your highest level of training, whatever that may be in your business, but you can have, and you will have different intent-based, smart content along that way,
• 7:00
  [SPEAKER_01]: to continue delivering kind of value-based information to lead them down that journey, right?
• 7:06
  [SPEAKER_01]: As we get into, like we said, we'll get into direct response in a later episode, but it's a little bit more of a slap in the face by now.
• 7:15
  [SPEAKER_01]: Let's take action with the intent of buying something.
• 7:19
  [SPEAKER_01]: But this is more about creating that ecosystem providing value, meeting somebody where they're at, educating them in some form or fashion to get them closer to the position to buy.
• 7:32
  [SPEAKER_00]: Correct.
• 7:32
  [SPEAKER_00]: And this is a longer term strategy.
• 7:34
  [SPEAKER_00]: This isn't you're going to put it out into more morning.
• 7:37
  [SPEAKER_00]: Somebody's going to be walking in your door.
• 7:39
  [SPEAKER_00]: But it's a necessary step in the poles in the water strategy that we speak on on having things all over the
• 7:48
  [SPEAKER_00]: because if all you're doing is asking somebody to give you money all the time, you're going to only get the highest most aware people in the market that are ready to do it now.
• 8:00
  [SPEAKER_00]: Somebody's just stumbling under content.
• 8:01
  [SPEAKER_00]: That's just going to go right over their head.
• 8:03
  [SPEAKER_00]: Like, I don't even know who you are.
• 8:04
  [SPEAKER_00]: You're asking me to join your 30-day challenge, like, or whatever that you're doing.
• 8:09
  [SPEAKER_00]: So what I'm speaking on, if we just take it down at the gym level, content is as easy as listening to what your clients are asking you on the training floor.
• 8:17
  [SPEAKER_00]: What should I eat after my workout?
• 8:20
  [SPEAKER_00]: I'm sore, is that normal?
• 8:22
  [SPEAKER_00]: What should I eat before my workout?
• 8:26
  [SPEAKER_00]: What is this movement doing for me?
• 8:29
  [SPEAKER_00]: My knee hurts, what exercises can I do?
• 8:34
  [SPEAKER_00]: So every single one of those questions that comes up on the training floor, the piece of content is created, and then you can do repurposed that same exact topic, multiple different ways.
• 8:44
  [SPEAKER_00]: Let's just say, what should I eat before my workout?
• 8:48
  [SPEAKER_00]: That's a great topic that should pretty much be already in your arsenal somewhere.
• 8:53
  [SPEAKER_00]: But even if you created it just for the specific purpose of sending to your clients at a brand new,
• 8:59
  [SPEAKER_00]: like how powerful is that.
• 9:02
  [SPEAKER_00]: Then you could talk about, you could do a video, hey, you know, I know a lot of you, you know, I don't know.
• 9:07
  [SPEAKER_00]: If you ever feel like you're getting light headed in your workout, there's a reason why.
• 9:11
  [SPEAKER_00]: And then you go into the, you know, carbohydrates, it's sugars, a fast-acting carbs, glycogen, and all the stuff that all you smart people are really good at.
• 9:21
  [SPEAKER_00]: Now, you create a video around that, gently in the base, you know, if again, if this is going out into the internet world, hey guys, if that was interesting to you, join our newsletter where you can get content like this all the time.
• 9:35
  [SPEAKER_00]: That's your gentle nudge to the intent, right?
• 9:38
  [SPEAKER_00]: So the intent based branding side of that equation is I did a video, hey guys, if you had interested in this and you just give a subtle call to action, now you've got a video.
• 9:48
  [SPEAKER_00]: That video can live on your YouTube channel.
• 9:51
  [SPEAKER_00]: It can live as a real.
• 9:53
  [SPEAKER_00]: That transcript can get turned into a blog that turns into an email that turns into a post.
• 10:00
  [SPEAKER_00]: Like it's the same topic, but then you just broke it out into four different five different ways in every single one of them should have a subtle call to action, but guess what if you take a step back, you just educate something somebody on something very important as to what to eat before their workout and why.
• 10:20
  [SPEAKER_00]: There you go.
• 10:20
  [SPEAKER_00]: Now you're now you're becoming the local expert, which is the ultimate goal.
• 10:24
  [SPEAKER_00]: Can I be five mile famous in my town, neighborhood, city, whatever, and then just do that over and over and over and over and over and then you start building up your list.
• 10:35
  [SPEAKER_00]: And then you just have this created ecosystem.
• 10:37
  [SPEAKER_00]: Now you'll you'll see that.
• 10:39
  [SPEAKER_00]: No where did I say join our 30 day challenge.
• 10:43
  [SPEAKER_00]: Okay.
• 10:44
  [SPEAKER_00]: So again, this is your speaking downhill on the awareness triangle.
• 10:48
  [SPEAKER_00]: You're talking to the people at the bottom now.
• 10:49
  [SPEAKER_00]: What's great about the awareness triangle will do this on another episode.
• 10:53
  [SPEAKER_00]: People that don't know who you are.
• 10:57
  [SPEAKER_00]: just heard this, but also anybody above that that kind of level of awareness, they know who you are.
• 11:03
  [SPEAKER_00]: They've been shopping gyms.
• 11:05
  [SPEAKER_00]: This will also work for them because it works uphill, not downhill.
• 11:09
  [SPEAKER_00]: So again, another topic for another day, another framework, but listen guys, you know, this is a piece of strategy that most of you are missing in the global poles in the water.
• 11:20
  [SPEAKER_00]: Let's jump on this.
• 11:21
  [SPEAKER_00]: I think I think this can go a long way.
• 11:24
  [SPEAKER_00]: And you know what capture those emails like kind of you know if I can't can't stress that enough You don't own anything other than maybe the contact list that that you then create So if you're gonna if you're gonna do this, let's add a minimum Get them on your email list which brings me to my next call to action guys if you found value in this
• 11:45
  [SPEAKER_00]: Let for you to jump on our newsletter, you can find that at gymbusinesscoach.com, and that'll be at the bottom of the page.
• 11:52
  [SPEAKER_00]: You can just join our newsletter, and also if you want to see us on YouTube, we have this podcast on YouTube, but also we have a gymbusinesscoach YouTube channel brand new with totally different topics, a little bit more long form, and we're really excited to kind of show you that with you as well.
• 12:08
  [SPEAKER_00]: That link will be in the show notes as well.
• 12:15
  [SPEAKER_00]: Try to capture the email list, but I admit I'm going to go subscribe to our YouTube channels guys.
• 12:19
  [SPEAKER_00]: Hopefully that helps you, and until next time keep changing lives, we'll see you on the next show.
• 12:23
  [SPEAKER_00]: Bye.