The difference from running the 21, 28 day campaigns and the 6, 8, or 12 week fitness programs vs running the 6 month or 12 month long term campaigns.
Well I get asked this, and it is entirely up to what your targeted goal is...
You have to also understand the market from the point of perspective from where they are at in the process. Most people are signing up to a fitness program with a goal already set in their mind. They already have an idea of what they want to look like, maybe because they have a image of someone, (including themselves) of what they want to look like.
The timeframe is a micro-commitment that can give them the sense of accomplishment. So for example in the next 28 days, you can expect to lose up to 10 pounds, and increase your energy levels, feel great about yourself, improve your work performance, and etc...
This gives them specifics. It gives them an expected timeframe, and it also lets them know commitment is minimum. That is what some people look for. And then, it is your job to up-sale them into longer term commitments once their foot is in the door. One micro commitment at a time, and one step at a time.
You may find that some people need a longer commitment than others it just depends on what you think they need. Others, like to just give them month to month plans.
Now their are a certain (yet small) percentage of people who will go ahead and buy your 12 month plan. You just can't cater that package to everyone, because not everyone is looking for that much of a commitment... yet.....
Okay, if you want to run a longer term campaign on Facebook it is still possible but just expect:
1. Lead costs to be outrageously expensive (therefore fewer leads)
2. Even though leads are few, sales conversion will be fewer therefore you have to use a much more longer term sales strategy once acquired that lead
Your Strategy - Head to Toe
You may have a Facebook ads strategy in place. Here is what a strategy normally looks like when you are doing a promotion:
1. Facebook ad click to Landing Page (28 day campaign)
2. User Signs up as a Lead
- Lead Gets series of emails and content revolving around the 28 day campaign
- Lead Gets text messages with information about the program and CTA to app form
- Lead gets a phone call and you start to build a relationship with the lead and earn their trust to commit to coming into your studio
3. Lead is directed to an application form that prequalifies them (prequal)
4. Prequal is directed to a thank you page and is informed on the next step (awaiting call)
5. Prequal becomes a walk-in to the studio and therefore converted into a client
6. Client is converted into a longer term client
So the incentive is to use a short term commitment FIRST, then that will help draw them in the door and you can give them a longer term offer up front or within the program they signed up for.