Presentation by Alexei Kouleshov for Create PT Wealth (CPTW) or otherwise known as Trainer HQ. If you have any questions, visit our site https://yews.com.au

1. Google Marketing For Fitness
Professionals
By Your Easy Web Solutions
December 2019

2. About us
Your Easy Web Solutions
Digital marketing company with offices in Brisbane and Melbourne. Specialising in
web design, digital advertising and consulting. Established in 2007, we service
hundreds of customers nationally and are proud to hold the distinctive Google
Premier Partners badge.
Alexei Kouleshov
I am the managing director at Your Easy Web Solutions.
I look after strategy and innovation to make sure we deliver
the best solutions to our clients. My objective
is to provide outstanding support and outside-the box
solutions for our customers.

14. Who Do We Have in The Room?

15. Some of our clients

16. Agenda
• Goal Setting
• Marketing Basics
• Business Basics
• Reaching Your Audience
• Common Problems
• Quick Tips
• Success Metrics
• Our Approach
• Case Study

17. What we do
Overview

18. Our Services
• Web Development
• Google Ads
– Search
– Video
– Display
• Search Engine Optimisation
• CRM support (Infusionsoft)
• Coaching and Consulting

19. Search Ads

20. Display Ads

21. YouTube Ads

22. SEO

23. Websites

24. Goals
Starting Point

25. What are you goals?
• Get more clients?
• Reduce current advertising costs?
• Get better leads?
• Start new business avenues?
• Combination of the above?

26. Digital Goal Metrics
• Impressions (Reach)
• Engagement (Click Through Rate, Engagement)
• Visitors
• # Leads
• # Sales
• Cost Per Lead
• Cost Per Sale

27. Marketing Basics
Fundamentals

28. Basics
• Marketing is
– Market (who)
– Medium (channel)
– Message (ad)

29. Basics
• Know
– Brand
– What you do
• Like
– Research / Reviews
• Trust
– Enquiry
– Sale
– Referral

30. Marketing Funnel

31. Example - Brand Awareness

32. Example - Brand Awareness

33. Example - Education

34. Example - Education

35. Example - Consideration

36. Actual Journey

37. Content
• Images show
• Words sell
• Videos impress
• People connect with people

38. Business Basics
Numbers That Matter

39. L x CR x P x R = Revenue

40. 10 x 20% x $100 x 1 = $200
What to improve first?

41. Conversion Rate
• Target Audience
• Message
• Service niche
• Offer
• Point of difference
• Why choose you?
• Customer focus

42. Reaching Your Audience
Types of Campaign

43. Target Market
Who is your target market?

44. Who?
• Gender
• Age
• Location
• Income
• Partner
• Kids
• Interests
• Values

45. Why?
• Pain points
• Challenges
• Goals
• Desires
• Drive

46. When?
• Timing
• Triggers
• Source of information
• Influencers

47. Common Problems
Campaign mistakes

48. Message
• Disconnected Message
– Ad does not connect to destination URL
• Inconsistent Call-to-Action
– Ad has one trigger, website has other (s)
• ACUA Principle
– Customer wants
– Sales points

49. Message / Offer
• Affordability
– Payment plans, rebates, health Insurance
• Convenience
– Free parking, after hours, weekend appointments
• Utility
– Awards, certifications, credibility
• Availability
– Book now schedule, same day emergency service

50. Exercise
Target Markets

51. Quick Tips
Million Dollar Advice

52. Contact Details
Reviews
• 84% of consumers trust online reviews as much
as a personal recommendation
• 92% of consumers read online reviews before
visiting a business
• Online reviews impact 90% of purchasing
decisions
• 74% of consumers say positive reviews make
them trust a local business more

53. Campaign Tips
• Use Landing Pages
– Key content easily visible
– Easy to follow
– Mobile/Desktop Friendly
• Key Content
– Where you are
– How to contact you
– When are you open
– Services you offer

54. Landing Page Example

56. Attention Span

58. Attention
• Time for user to click on an Ad
– 3-8 seconds
• Time for a user to take action on your website
– 5-20 seconds
• Time for user to make an enquiry/booking
– 10-60 seconds

62. Tips for Ads
• Ads
– User numbers
– Dominate more space
– ACUA
• Destination
– Relevant to ad
– Customer wants
– Fast to load

64. Success Metrics
Tracking Campaign Performance

65. What Can You Measure?
• Bookings
• Calls
• Walk-ins
• Email enquiries
• Website visitors
• Website user behaviour

66. Google Ad/Business Conversions

67. Walk-ins

68. Tips
• Connect Google Ads to Google Business
• Customise columns in Google Ads
• Ask your marketing manager to report on specific
metrics

69. Our Approach
Campaign Management

70. Our Approach
1. Strategy
2. Message
3. Ad Groups / Campaigns
4. Results
5. Test & Measure

71. Our Approach
Strategy - Quality Conversions
1. 80/20 Principle
2. Focus on conversions
3. Double up exposure
Message – Stand Out
4. Point of difference
5. Offer
Ad Campaigns - Local
6. Landing pages
7. Based on user behaviour
8. Targeted

72. Our Approach
Results – Enquiries
1. Calls
2. Form enquiries
3. Walk-ins
Test/Measure – Ongoing Management and Finetuning
4. Campaign management
5. Conversion refinement
6. Active campaigns/offers

73. Expression of Interest
Feedback Forms

74. Case Study
Extreme MMA

75. Starting Point
• 3 Locations (Chadstone, Ringwood, Byron Bay)
• Below average website
• Bad previous experience with web designer
• Sales team who needs consistent leads
• Staff wages, rent, etc

76. What We Did
• Analysed the market (trends and competitors)
• Came up with new offers (7 day trial vs 30 day
trial)
• Built new website
• Setup email autoresponders (Aweber)
• Started Google Ads
• After 3 month launched SEO

77. Average Month
Google Ads
• 250 Conversions (Form Subs and Calls)
• 150 Walk-ins
• $1.18 per click / ~$15 per conversion
Google Business (SEO)
• 40,000 views per month
• Around 80 calls per month

81. Why Choose Us?
• Specialised Service
• No Contracts
• Dedicated Manager
• Ongoing Support
• Results-Based Campaigns
• Over 12 Years Experience
• Local Team

83. Some Websites We Built
https://mammothmovement.com.au
https://pt2yourdoor.com.au
https://personaltrainerashgrove.com.au
https://miyagi.fitness
https://createptwealth.com.au
https://capturefit.com.au
http://atosbjjbrisbane.com.au

84. Questions?

85. Contact Details
Web: www.yews.com.au
Email: alexei@yews.com.au
Phone: 07 3117 2568 / 03 9018 9468