When it comes to nutrition coaching, automation is a bit like accessory work. On its own, accessory work doesn’t normally take your members to new fitness heights. But neglecting it could be prohibitive to optimum results.
In this sense, automation alone won’t build your nutrition coaching business. But as part of your strategy, it can certainly contribute to its success.
We recently sat down with Nicole Aucoin, nutrition coach and founder of Healthy Steps Nutrition (HSN). Aucoin has helped hundreds of gyms successfully launch and grow a nutrition coaching program. So she’s sharing her thoughts on using automation as part of a winning strategy to help you do the same in your gym.
The One-Two Nutrition Punch: HSN x PushPress Grow
Because of the partnership between HSN and PushPress, all gym owners who are mutual clients of both PushPress Grow and HSN get access to 10 different workflows. These workflows are aimed at acquiring and retaining nutrition coaching clients.
The 10 Workflows Include:
- Beginners Guide to Meal Prepping Lead Capture
- Nutrition Coaching Program Waitlist
- Lost Leads
- New Client with Nutrition and Fitness Integrated
- Nutrition Challenge
- Nutrition Talk
- Employee Wellness
- Discovery Call
- Did Not Book a Discovery Call
- Did Not Buy: Appointment Follow-up
The workflows have been analyzed and revised over time, to help clients get results.
“We looked at best practices and open rates,” Aucoin said. The goal was to find out what has worked and what hasn’t, to make the workflows even more effective. For example, Aucoin and the PushPress team realized that adding first names and/or emojis to subject lines increased email open rates. Further, shorter messages with more relevant information proved effective in getting clients to act.
The ultimate goal of these PushPress Grow workflows is to consistently “put nutrition in front of people,” Aucoin explained. This way, your members and leads are aware that you offer nutrition coaching, and are constantly reminded of the value in getting started.
Eight Ways to Promote Nutrition Coaching with Automation.
1. Establish Yourself as an Expert.
Aucoin says the key to nutrition coaching is to build trust with prospective clients. So the best place to start is showing them that you know how to help them. By establishing yourself as an expert, you lay the foundation for them to trust you and follow your direction.
Your content is a key piece of this puzzle. From social posts to blogs to hosting events, you’re only limited by your creativity. For example, you could share a weekly healthy recipe on your gym social media. Or Aucoin suggests hosting virtual nutrition seminars, which she’s seen great success with. Afterward, she sends a brief recap of the seminar to her email list with a CTA (call to action) to get started.
Over time, the content you publish will establish your expertise and continue to build trust. Also, remember that repurposing content across various channels will help more people see it.
2. Save Time with Automation.
The power of automation can be a game-change for saving you time. But it can be even more powerful for boosting nutrition coaching program retention and revenue.
Once you’ve created content that establishes you as an expert, put automation to work for you. We recommend using the PushPress Social Planner to organize and schedule your content.
Further, you can use automated workflows to send clients (and prospective clients) email and text updates. This way, no one slips through the cracks and everyone receives the communication you want to share.
Pro Tip: Did you know there are pre-built automations in PushPress Grow for HSN clients? Check out the Grow Content Library today!
3. Use Smart Lists.
Getting the right message to the right audience is key to closing sales. For example, it doesn’t make much sense to send a membership promo email to your current members. And you wouldn’t want to send a reminder about the new gym member check-in challenge to prospective clients.
By creating smart lists, you can separate your different audiences and tag each one appropriately. This way, they will only receive the messaging that’s relevant to them.
In regards to nutrition coaching, consider tagging current clients and former clients. Keep current clients up to date with info, events and challenges, while sending offers for former clients to return.
Aucoin also suggests using these lists to reach out to clients personally. While smart lists will help you organize them, remember that each client has specific needs. So showing them that you recognize that, and are here to help, will go a long way.
4. Create a Strong Call to Action.
It’s a small step with a huge impact. No matter what type of content you’re creating or how you’re distributing it, make sure to include a call to action.
Sometimes clients and leads don’t know what you’re asking them to do. Other times they just need a reminder to do the thing. No matter what, keep the message clear and concise. The most effective CTAs tell the customer exactly how to take action immediately, and in as few steps as possible.
5. Help Clients Set Goals.
Aucoin has also had a great deal of success by sending automated messages that invite clients to a goal-setting session.
“Sending out free help regularly with a call to action to book a discovery call, or a goal-setting session to take the next step in the sales process is key,” she said.
One option is to send the invite via an automated text to all current gym members at the 90-day mark. Another option is to email members on their birthday. Aucoin says milestones are a great opportunity to set new fitness and nutrition goals.
6. Use Scarcity Language.
Scarcity language in your messaging and CTA will generally help you increase your conversion rates. With scarcity language, you’re giving people the sense that they need to act now before the offer isn’t available anymore.
For instance, Aucoin suggested something like, “We are opening up five spots for our nutrition coaching program.” Note: You can always increase the number if spots fill and you have the bandwidth to take on additional clients.
7. Include Nutrition in General Messaging.
One mistake Aucoin sees from gym owners is neglecting to include nutrition coaching information in general messaging to clients.
“What are people seeing before they come in for your intro or free trial?” she asked. “Is it even obvious you offer nutrition as well as fitness? If not, add nutrition into these automations.”
She went on to add, “We know the fastest way for someone to see results is through nutrition, fitness and accountability coaching. Why not guide them to that option on day one? When nutrition is obvious in emails, on social and your website, people will start to seek you out because you offer nutrition and fitness.”
8. Add a Personal Touch.
As helpful as automations are, Aucoin is adamant that nutrition coaching requires a personal touch. Using workflows and various content is a great first step to spread the word and pique interest. But once someone is ready to take action, one-on-one conversations are the next step. You’ll want to find out where people are starting and what their goals are. And this requires a personal touch.
“HSN is built on personalized video check-in messages, providing accountability and support with clients based on what they are working on,” Aucoin said. “We've found increased engagement through personalization.”
One great way to combine the power of automation with a personal touch is to create engaging video content. This shows clients who you are and what your coaching style is like. With the right scripting, it can feel like you’re speaking directly to them, creating a personalized experience.
In Summary: Save Time. Boost Revenue. Deliver Results.
Nutrition coaching involves a personal connection. A well-delivered program ensures that the client’s specific needs and goals are accounted for. But that doesn’t mean you can’t use the power of automation to save time and increase revenue along the way.
Automation can help you with creating content that establishes you as an expert and organizing smart lists to send the right messaging to various audiences. You can also send automated invites to clients to schedule goal-setting sessions. Include nutrition coaching info with the right CTA and scarcity language in your general gym communication as well.
Then, add the personal touch as your final step to create a well-rounded, effective program that drives both revenue and retention for your gym.
