If you’re looking for a straightforward way to increase your revenue for your cycling studio, look no further than clients who have already done business with you in the past. Assuming they didn’t stop coming to classes or sessions at your cycling studio because they were turned off by what you had to offer, targeting these customers can provide a better ROI because these people remain in what’s considered your “warm” market.
The term “warm market” is popular in multi-level marketing businesses, but don’t let that scare you. It applies to most businesses in one way or another. A warm market simply refers to a group of people who already know you, like you, and trust you. For established businesses, that includes customers who have used and liked their services in the past.
Determine why customers left in the first place
Before you can reach out to your former customers, you need to know why they left in the first place. There are a few ways to do this. You can send a survey, invite former customers to a panel, ask for feedback on social media,or study the data you already have from former clients. Another (slightly painful) way to gather intel would be to check out review sites like Yelp. You may find that people have helpful feedback posted there. (If you don’t have a listing on Yelp—you should).
The only way you can offer something absent customers will respond to is with more information. Typically, clients in the health industry (like cycling studios) will stop attending sessions for reasons like cost, convenience, and motivation. Addressing any of those concerns is a good start.
Create custom offers based on previous experience
One of the best ways to connect with your client also provides a bevy of information you can use if any of the clients take a hiatus. Tracking customer progress with the specially designed program or app helps your customer stay accountable and lets you customize advice you give them. Customers will love the personalized feedback. But, if they wander away for one reason or another, you can use the data to figure out what may have caused their lapse and then create a custom “please come back” message based on their data.
Tracking client experience in your cycling studio including their fitness progress and how often they are/were visiting is a great way to get as specific as possible with your new marketing campaign.
Hit up social media
Social media is a fantastic place to get in touch with former clients. A lot of potential customers and current customers will connect on social media to stay in the loop. When they stop going to classes or fail to renew their membership, most of them won’t unfollow you on Facebook and Twitter. Use this platform to create a custom ad that targets these customers in the news feed. It’s low cost, and you can tailor the advertisement to reach a specific range of people for a bigger impact.
You can also see which cycling groups your customers follow and create similar content to engage the on social media and your website. Even if you just reinitiate some form of contact with helpful information about cycling, health and fitness and dieting, you’ll create a space for your in their mind.
Master the art of e-mail correspondence
Many businesses underestimate the power of email newsletters. While e-newsletters can end up in the junk folder or completely unopened, you can help alleviate that risk by learning how to target clients on your e-mail list. A few tips to make this marketing more powerful:
- Write a strong subject line (words like free, discount and we miss you, get a lot of attention).
- Watch your frequency. If people feel spammed, they’ll send your message straight to the trash.
- Keep it simple. Get right to the point. It’s a marketing email; most people don’t want to spend three minutes reading a message.
- Use graphics. Make your message as attractive as possible.
- Provide helpful information. Try tying your marketing email to a local cycling event or anniversary.
Consider ‘we fixed it’
Are you aware of a problem that caused clients to walk away? Was it glitchy technology? Unfriendly staff? Poor communication? If you discover a problem and address the issue, you may want to consider a campaign that lets former clients know you fixed the issue. Domino’s did an excellent job of using customer feedback and using it to increase their business. You can use a similar strategy to improve staff training, update your website or fix problems and then give former customers a chance to try it out.
You can use a similar marketing tool if you upgrade cycling equipment,, remodel, or relocate. Use that change to reach out to former customers.
Reactivating clients is cheaper than finding new ones. It’s a quick way to increase revenue and cash flow. Since you already have an established relationship with these people, it’s a lot easier to remind them why they liked your business than it is to convince new people they should trust you.
Spend a little time reconnecting with old customers, and the results may surprise you.