Two-Brain Radio: Converting More Clients With John Franklin and Mateo Lopez

In this episode of Two-Brain Radio, we're taking you inside the 2019 Two-Brain Summit with a talk given by digital marketing mentors John Franklin and Mateo Lopez.

The theme of the talk is this: Know your numbers. John and Mateo will walk you through how to calculate a marketing budget, what it costs to acquire a new member and what to do when you have that information.

They discuss the concept of losing money to make more money, the advantages of digital marketing and the secret "get-rich-quick" tactic most gym owners are leaving on the table.

Links:

https://foreverfierce.com

Timeline:

2:41 – What is good marketing?

5:30 – An effective marketing funnel in action.

7:51 – The era of “build it and they will come” is over.

11:29 – A glance at marketing trends in other industries.

12:53 – In the fitness industry, we have to spend more to compete.

14:54 – How Netflix, Dollar Shave Club and the grocery store lose money to make money.

22:19 – ClassPass and Groupon: Why discounted leads aren’t the best strategy in the long run.

28:13 – Doing the math: What do you need to pay to get a new customer?

29:35 – Calculating your marketing budget.

30:22 – Calculating the lifetime value of a client.

31:57 – What’s your target profit?

32:51 – What are your expenses per client?

35:00 – As you grow, you can spend more on marketing.

36:44 – The effectiveness of digital marketing.

39:32 – The One Weird Trick to Get Rich Quick!

44:16 – Speed matters.

52:29 – You’re never done nurturing.