Episode 35 - Do it for the Gram


Elle Ross is the owner of B-fit fitness, a personal and online personal training business in atlanta georgia. Elle has utilized social media, specifically instagram, to greatly increase her clientele in person as well as online. She joins us today to tell other owners how to begin stepping up their social media game and get better results.

Instagram: @theelleross

Website: https://www.theelleross.com/

Best way to reach them: info@theelleross.com

Host - Dan:                                 fitDegree is more than just two guys with microphones. It is the studio management software you've been looking for. For more info, reach out to me on our website at www.fifdegree.com, on Instagram at the handle @fitDEGREE, or my email, dan.berger, that's B-E-R-G-E-R, @fitdegree.com to get the conversation started.

Host - Dan:                                 All right, now onto the show.

Host - Dan:                                 Hey fit fam and welcome back to another episode of Study Savvy by Fifth Degree. I'm your host, Dan Berger, and joining me as always is my co-host Nick Dennis. Today's episode will be a fun one as we have a friend, best-selling author and business owner joining us to talk about utilizing something that's so abundantly prevalent in our lives, social media. Elle Ross is the owner of B-FIT Fitness, a personal and online personal training business based out of Atlanta, Georgie. Elle has utilized social media, specifically Instagram, to greatly increase her clientele in person as well as online. She joins us today to tell other owners how to begin stepping up their social media game to get better results.

Host - Dan:                                 Welcome to the show, Elle. It's great to talk to you again.

Elle Ross:                                    Yes. Thank you for having me. It's an honor. I'm super excited to share these gems with everyone.

Host - Dan:                                 Of course. Yeah, it was great seeing you at GSDCON, for those of us that listen that might have heard us talk about GSDCON before. We've also had guests Daniel Neary and Brittany Elk on the show. Elle, this mic is yours. Take us back as far as you want to go, whether that's the start of your business, what you-

Support - Nick:                         The mindset change. I see a lot of that on your Instagram. What changed from who you were today to who you were earlier? [crosstalk 00:01:53]

Elle Ross:                                    So much has changed. I can honestly say I'm a completely different person when I look back at who I was compared to where I was today. We rewind about four and half, almost five years ago, I was 40 pounds heavier, I ate fast food all the time, I drank a lot, and I did not go to the gym. It was definitely not a lifestyle, and the big shift really was I had a job opportunity, and I had to get a biometric screening, and in that screening they check everything, and all your vitals. It came back and the doctor told me I was pre-diabetic, and she was asking about my lifestyle. And I was like, "Well," you know I lied a little bit because you never really tell the doctor to the truth. [crosstalk 00:02:41] She's like, "Well, if you don't make some lifestyle changes, this is where you can end up." And I was like, "What?"

Elle Ross:                                    That really just hit me like okay, at that time in my life, I didn't have any really set goals or direction where I was heading in life, and I was partying a lot, and so I left the doctors that day. Like, "Okay, what do I want out of this life and what kind of legacy do I want to leave if I ever have a family?" And I didn't know. I made a commitment that day to stop drinking, to dedicate myself to the gym six days a week, and start meal prepping. I got a method, and a trainer, and a coach. And I did that for 90 days straight. I was just going to do it for 90 days and then go back to my lifestyle. Like, "Okay, I hit my goal and I'm going to go back."

Elle Ross:                                    But within that period, so much transformed just within me, my energy, my body, I started seeing results. And I was like, "I never want to go back to that lifestyle." [crosstalk 00:03:41]

Support - Nick:                         I was going to say, that's the old school method, right?

Elle Ross:                                    Yeah. Yeah.

Support - Nick:                         90 days, actually do it all, your different hormones now, mental clarity.

Host - Dan:                                 Get ready for summer, two weeks into summer, "Oh, what happened."

Elle Ross:                                    Yeah, and then people started asking me... When they saw my changes, they were like, "What are you doing? Are you a trainer yourself?" And I was like no. And then it inspired me to write a book which my book, The Blueprint: The-90 Day Breakthrough to Shift Your Mindset & Transform Your Life, and that basically goes into the habits that I implemented, the strategies that I used to help me lose weight, improve my mindset, and then ultimately transform my life.

Host - Dan:                                 So that's super interesting. You wrote the book before actually becoming a trainer?

Elle Ross:                                    Yes. I wrote the book before being a full-time trainer.

Support - Nick:                         I mean, you had the... all of it in your head right now. How did you transform?

Host - Dan:                                 And if anything, if I'm a reader and I read that book, "Oh, you're a personal trainer. Of course you say 90 days this." If I'm not an active person, I might get a little defensive. But knowing, "No. I did this and then immediately wrote this afterwards." That's so relatable that anyone that's looking for that spark, that jumpstart, that they're the same as you in that regard. I just did it and here's what I found.

Elle Ross:                                    It was a lot of self-discovery. I focused a lot about self-love and positive self-talk, because before there was a lot of negative self-talk and not believing in myself. And I had a calendar. I put a calendar on the wall, and I would mark off the days that I completed. And I also journaled every single day-

Host - Dan:                                 Oh wow.

Elle Ross:                                    ... about how I was feeling, and then I would go back and reflect. The journaling was big. Actually in my book, I talk about creating a daily routine and I talk about how the importance of journaling your journey through the process. And so now, I even sometimes will go back to my journals and I'll be like, "Wow, I cannot believe I wrote these visions," you know? I wrote some of the visions that are happening right now in my life in my journal then, and now they're happening. I would put down the goals for the day, what I want to accomplish in the next three months, or so forth. It's really powerful what... The power that if you really shift your mindset and commit fully consistently, the changes that can happen in your life.

Host - Dan:                                 Sure. Awesome. That sound fantastic. Yeah, take us then past that. How long after that did you then say, "I want to be a trainer," and then open your own business? And then, that will lead I think pretty much directly into the wonder that you are on social media.

Elle Ross:                                    Yeah. After I wrote my book, I started taking small clients. I had maybe... I think I had three clients at that time, and that was just training them at the gym where I was going. I wanted to do it more, but then I had a full-time job. There's that comfort, comfortability of working a full-time job where you get a consistent paycheck, you have health insurance, and at the time I was one of the sales people in the company. I was working for a financial sales company. I was doing really, really well, and then the market kind of shifted and I was kept debating like, "Okay, I really love this health and fitness thing."

Elle Ross:                                    And so I building my brand online. I started doing more fitness videos online, nutrition tips, showing my workouts, and just being really inspirational, sharing my story, where I was, where I'm at today. Doing little motivational videos verbally, and I really enjoyed it. But I wasn't sure how to make a profit out of it full-time. And then the biggest factor that pushed me into it was I got laid off. I got laid off from my job, my corporate job, and at that point I was like, "Oh my gosh. What am I going to do? I'm out here by myself."

Elle Ross:                                    So rewind. I moved to Atlanta from Seattle, Washington with nothing. I just packed whatever fit in my car and I came here. And at that time, I didn't have a job or anything. So, I'm here-

Host - Dan:                                 You were working in Seattle, and then during the layoff you just said, "Going to Atlanta."

Elle Ross:                                    No, no, no, no, no.

Host - Dan:                                 Oh, okay.

Elle Ross:                                    No, no, no, no. This all happens in Atlanta. What I'm saying is I moved here alone, so I don't have any family or anything here.

Host - Dan:                                 Sure. Sure.

Elle Ross:                                    When I got laid off, I was like, "Oh my gosh. What am I going to do? Am I going to have to move back home?" I cried, and I was like locking myself in my room, and I got super depressed. And this is when I decided to launch my book. I already had it written, I didn't launch it yet though.

Support - Nick:                         You got an asset you're sitting on.

Elle Ross:                                    Yeah. I was like "You know what? This is the time." I was like, "I'm going to launch my book and then I'm going to go all out on my fitness and do this full-time." And so I just started reaching out to different gyms and getting mentors, do whatever it took to start building my clientele base. And then I set a goal in January of 2018. I was like, "I want to have a full-time 10 clients." And I did that. I hit that. And then from there I started being more active on social media because now I had more time, and the power of social media, I tell you...

Support - Nick:                         When used correctly, yeah.

Host - Dan:                                 When used correctly.

Elle Ross:                                    Yeah, when used correctly. So it's like being purposeful with your content and when you're posting, being real, raw, and authentic, and sharing your story. I would wake up and I don't have... My makeup's not done, nothing. You see me. The raw me. I've even cried. When I had lost my job, I shared it on social media. I cried to everyone. I was like, "I lost my job. I don't know what I'm going to do. But I love this fitness thing so I'm going to do it full-time, and I'm going to find a gym." I told everyone. I told the world on social media this is what I'm going to do. And so really, people have seen me grow from the moment I really started to where I'm at now because I was very vocal with my process.

Support - Nick:                         That totally makes sense. So one question before we dive into how you really leverage social media. Have you ever thought of yourself as an entrepreneur before this moment? Because you said you were working corporate and you got yourself in shape, and then you did all these entrepreneur actions and activities that you explained, but during that point did you think I'm an entrepreneur?

Elle Ross:                                    No.

Support - Nick:                         You just thought about the results, the goals that you had.

Elle Ross:                                    Yeah, I just thought about the goals I had. And not once did I think, "Oh, I'm an entrepreneur." No. I never thought that.

Support - Nick:                         Yeah, because I find that very relatable for myself personally, and then people on the podcast. You have some people that are like, "Oh, I was selling bubblegum in middle school." They were always selling, they were always an entrepreneur, they knew they wanted to do that. And then you have other people like me and it sounds like your story of just I want to do something. And then someone's like, "You're an entrepreneur." And it's like, "No. Well, okay, I guess."

Elle Ross:                                    Yeah. I didn't really feeling or calling myself that until now I fully work for myself and I do mostly everything myself. And now I feel like, "Okay. I am an entrepreneur." But before in the beginning, I did not think that at all. I just thought like, "These are the goals I want to achieve and I'm just working toward them."

Host - Dan:                                 And you know what? Sometimes for different personality types, that's more powerful. Because once you put, "I'm an entrepreneur," you go, "Well, what do entrepreneurs do? And how are entrepreneurs supposed to do it?" And you just talked about real, raw, and authentic. If you stopped and went, "Well, if I'm an entrepreneur, and entrepreneurs do this, and..." You probably would-

Support - Nick:                         You wouldn't have been yourself.

Host - Dan:                                 ... have instantly that the you that told the world what they're going to do and showed your emotions, and that's why people followed you. So if anything, it almost seems better that you fell into the entrepreneur role, you fell into the label instead of slapping it on and going, "What now?"

Elle Ross:                                    Yeah. Yeah. No, I agree 100%.

Support - Nick:                         Yeah, I totally agree. And that was, yeah, absolutely my point. It seems like you're on a mission to help and if you just surround everything, I find by that... If you surround everything around I want to help, everything else just falls into place.

Elle Ross:                                    No, I agree just 100%. Just delivering consistent value to your audience, and before you do that, you also have to know who your audience is. So getting clear on who your target audience is, who you're speaking to, and that really helps in regards to leveraging on social media. So a lot of my content is geared toward my audience, and many of them... Go ahead.

Support - Nick:                         Well, I was going to ask did you create your audience? Or did you have a following and analyze who your audience was?

Elle Ross:                                    Yeah, I had a following, I analyzed who my audience was, and then as I started getting clients, I started doing like, studying who they are, what they do, and what commonalities they have.

Support - Nick:                         Perfect.

Elle Ross:                                    And then through that I was like, "This is my client." And so now I speak to them, and a lot of them, a lot of the before and after pictures of myself and telling my story, they're so many times where there might be a day like, "Oh, I don't want to post today. I just want to not be on social media."

Support - Nick:                         Right.

Elle Ross:                                    And I was like, "Okay..." I'm like, "You know what? Let me go ahead and just post this." And all of a sudden I get new clients because they're like, "Oh my gosh, that picture, your story, that really hit home with me. I experienced that myself, I was pre-diabetic, or I am pre-diabetic, and I don't want to become, and I need to change." It's just moving yourself out the way and then remembering why I'm doing this, and it's really just to help impact and empower other women that you're not stuck, and you can do this too, and you can change, and elevate your life.

Support - Nick:                         I think that's a fantastic lesson for our listeners as far as people that... Because I know, we just started do with fitDEGREE more specifically on our stories, but the idea of like I want to help, I think I can help, but I just don't feel like posting today. I just don't feel like writing that caption. It's just going to take too long. I don't have time for it. And you're scared, you shy yourself away, and then you deliver a... We call it like a nugget, a golden nugget, on your social media. It resonates with one person, five people, 10 people, that grows, they share, and yeah, it's like almost by being scared of not sharing, you're going away from your original goal, which was to help people.

Elle Ross:                                    Exactly.

Support - Nick:                         And you never know what you're going to say, who it's going to stick... Well, you know what you're going to say. You don't know who it's going to stick with.

Host - Dan:                                 Speak for yourself.

Support - Nick:                         Yeah. You don't know who it's going to stick with it, resonate with, and like you said, a day that you didn't feel like posting turned into customers.

Elle Ross:                                    Yep. Exactly. Exactly.

Host - Dan:                                 You say there's a day I may not feel like posting. Totally correct me if I'm wrong. I'm assuming that means you don't... I'm sure you have some scheduled out things, but for the day-to-day, you're not scheduling out everything, "All right, here are my posts for July. Here are my posts for August." We did that with ours. We try to study, all right, who are our audience? And our social media following is nowhere near yours. We tried that, and we scheduled out, and we said, "Let's post this style for a month and see if it grows or what so we can audit." What do you think the value is in saying... Well, first of all, two-part question. To what extent do you pre-plan? Go on later.com and have your posts plan. And what extent is it off the lid of that day? And also, what do you think the value is to doing day by day, whatever I'm feeling, whatever I'm doing, post this as opposed to pre-planning?

Elle Ross:                                    I'm going to go into this because this is a really big thing, and I see there's so many companies, like later, for example, where you can go ahead and put in there what you want for your content for the week and then it will post. I think I just have a creative mind. I'll on Sunday or Saturday, I kind of know how my week goes. It's very similar. Like Monday's like a motivational Monday or something with meal prep, Tuesday is always going to be a transformation Tuesday or some kind of health tip. Wednesday is always going to be a Wisdom Wednesday or a Wellness Wednesday. So it could be like a workout or a wellness tip, or a motivation in regards to mindset. Thursday is similar to Tuesday sometimes or it's like a throwback memory.

Host - Dan:                                 Sure. Sure.

Elle Ross:                                    Friday's like a win. And so I have it, that's how my days go. I will think about in advance, "Okay, what do I want? What transformation picture do I want? What transformation story do I want?" Sometimes it's planned in advance and sometimes it's on the spot. It will just come to me that morning and it might shift, and then I'll write it out and I'll post it according to the analytics of the time that my audience is most active.

Host - Dan:                                 Right.

Elle Ross:                                    And then I also test, so sometimes I'll do like a certain post and if it doesn't perform as well as another type of post, then I realized, "Okay, I'm not going to do as many of those. I'm going to more of these." And for me, transformation pictures or stories perform the best in regards to engagement and hitting home on like a pain point for my audience.

Host - Dan:                                 Right, because that's what they're coming to you to do, right?

Elle Ross:                                    Yes, yeah exactly.

Host - Dan:                                 To get that that transformation. Interesting. Very interesting. Cool.

Host - Dan:                                 When you and I talked the other day, you had mentioned something that you utilize a lot that I actually was pretty oblivious as to how you could make this useful. IGTV. I had seen IGTV from comedy accounts where they started doing something, and just before the punchline, click here to look at my IGTV channel. And you're like, "Ugh, fine." You use that very, very differently and you're not using as ads. Explain to me kind of how you use IGTV, a relatively new feature, to engage and get new clients. I'm sure that's something our listeners would love to know how to get more clients.

Elle Ross:                                    Yeah. So I'll be honest. I'm more active on the stories. But recently, I just started using IGTV more in the past two week, just two weeks. I noticed compared to posting a video on your page, you can deliver more value because the video can up to 10, 15 minutes I think on IGTV. So the longest mine has been is 10 minutes. And then how you said deliver the punchline, so you have it. You can either choose one from your story and just save your story from the day or you can actually edit a video in that designated size for IGTV. But I noticed the engagement and the views is so much higher.

Elle Ross:                                    It's almost like Google. Someone can Google personal trainer or workout because you use hashtags, so you're using specific hashtags. And so your video will pop up, and then they'll view it, and then now they're commenting on it, and then they might have never seen you before but now they know who you are, and then when they're engaging with you via the video on comment, you engage back, and then you DM them. And then you setup a consultation, and you get to know them, set up their goals.

Elle Ross:                                    For me, what I do is like, "I would love to hear more about your goals." And I setup like a free call with them. And then from the call is when I'm like, "Okay, this is what I offer."

Host - Dan:                                 So you've just effectively turned Instagram into your sales funnel using comments and engagement as opposed to cold calling.

Elle Ross:                                    Yes.

Host - Dan:                                 These people are coming to you not knowing that now they're soon to be getting their life transformed.

Elle Ross:                                    Yes. Exactly.

Host - Dan:                                 That's awesome. And you know what? They said we were wasting our time on social media.

Support - Nick:                         Some of us.

Host - Dan:                                 I mostly do, but that's a different story. You're not.

Support - Nick:                         But people say like the email is going away, and in a way, it is and in a way it's not. It's still relevant. It's still an inbox.

Host - Dan:                                 It's like a business card. Until someone comes up with something better, I'm going to keep people my business card

Support - Nick:                         But this idea of like a mass blast email is essentially every time you post, you're posting to 40,000 people. You're sending an email to 40,000 people. And same thing like an email, some people will open it, some people won't. This, some people will see it, some people won't. I bet you have a better-

Elle Ross:                                    Exactly.

Support - Nick:                         ... engagement viewing rate than you do an email open rate.

Elle Ross:                                    Exactly.

Support - Nick:                         Yeah. So that's really interesting.

Host - Dan:                                 If there's somebody... Oh, I'm sorry. Go ahead.

Elle Ross:                                    No, no, no. I was just going to say no, I agree 100%.

Host - Dan:                                 Awesome. So if there's somebody, they have an Instagram page, they post their client of the week, some cool workouts, their instructors, but they're not doing anything fancy. They got 1,000 followers, 600 followers, if someone like that, they have an Instagram for the sake of having it. They're checking the box. What's your first tip to them to say, "All right, let's kick this up in gear and get it to a point where it can be monetized?"

Elle Ross:                                    I would say the first thing... Are they like a gym owner, trainer?

Host - Dan:                                 Yeah, we're saying fitness business.

Elle Ross:                                    Okay, if they're a fitness business, I would say the first thing would be to be way more active in your story, your IG story. Be more active in your story, post more video content, video performs way better and is more appealing than just a static image. People want to watch, and especially you want to have like the first three seconds, five seconds of that video be captivating. Make it entertaining, and then as well as give, especially if you're a fitness, you want to give tips, so giving value. This is how you do the proper squat and this is why. This is what I eat in a day, and this is why. Or share a client win, like one of your clients, they had a successful week or something. Give them a highlight and shout out. And then it makes other people like, "Oh, I want to have a shout out on your page too."

Support - Nick:                         Oh, that's interesting. [crosstalk 00:21:06] The transformation's twofold.

Elle Ross:                                    Yeah.

Host - Dan:                                 Everybody wants to have their moment.

Elle Ross:                                    Yeah.

Support - Nick:                         Yeah. And your gap... Yeah, I always thought of it as you post a transformation picture, "Hey, look what I can do if you give me a chance." I didn't even think about that makes your current customers more active, more engaged, more determined because now they also want to be posted.

Elle Ross:                                    Yeah, it's like, "Oh, I want a client spotlight too. How do I get that?" Well, you have to meet these requirements, or you know, just basically do what I tell you. [crosstalk 00:21:37]

Support - Nick:                         I will tell you when.

Elle Ross:                                    Yeah. You know what I mean? And then also, what I was going to say, like have a challenge. There's multiple times where I'll host a challenge, like, "Hey you guys. I have a four to six week challenge coming up, and this is the prizes... This is what you're going to get." And I'm constantly talking about it and promoting it through my posts, through my story. And then that gets people pumped up, like, "I want to be a part of that. I want to do this challenge." And then now you have new people opting in for your challenge who can potentially become lifelong clients, either in the gym or just online.

Support - Nick:                         That's a great top of the funnel strategy. Typically you'll see like a lead magnet download this guide or download this, I guess, for more fitness, like especially in your industry, maybe a macro breakdown of what you should be taking. A challenge is a great way to get some soft leads in, top of the funnel, really low commitment. How do you... Break down a challenge you would post to Instagram.

Elle Ross:                                    I actually recently... There's one that's happening right now. It's a six week summer challenge. I launched it in the beginning of June. It actually ends in two weeks, and everyone who opted in, they have their own customized meal plan, they have access to my app, and there's workouts that they get every week. And then every week I hop on a live video within the group because they're now in a Facebook group, and I give them motivation for the weeks, tips on what I want them to do, every Friday I follow up with them. And also, I host, do accountability calls every two weeks. And so, how I promoted is like my birthday's coming up, I want to be able to give back. The gift to me would be seeing you transform and reach your goals. And I'm going to Jamaica, and so I'm giving away a free trip to Jamaica to whoever wins.

Support - Nick:                         Damn.

Elle Ross:                                    That's what I promoted and pushed, and so my posts were like the beach, summer, my transformation from when I was heavier to now, and how it's possible, and then taking this time to devote to you, self-love. And so actively doing that on my story, actively doing that in my posts, and then creating also a lead funnel through either click funnels or lead pages where they can... I know you have to have a certain number of audience to be able to swipe up, but even if they cannot swipe up, you can still have them DM you or reach out via email. Or if they... Like, "Hey, high-five."

Support - Nick:                         Yeah, just click the link in my bio. It's not that... Yeah.

Elle Ross:                                    Yeah, click the link in my bio.

Support - Nick:                         If people are interested, they'll follow through.

Elle Ross:                                    If people are interested... Exactly.

Support - Nick:                         This challenge is pretty... I don't want to use the wrong word. I don't want to say time consuming like a negative thing, but you put a lot into this challenge.

Host - Dan:                                 It's robust. It's a commitment.

Elle Ross:                                    Yeah. Yeah.

Support - Nick:                         One, do you cap the number of people in the challenge?

Elle Ross:                                    Yeah, so I capped it at 20 because I have a lot of clients, and so it is just me. I just... Yeah, I don't have the team yet or back yet to where I can have multiple people monitoring. So I am doing everything right now. So I capped it to what I can handle.

Support - Nick:                         I think 20 is a great number. And then two, do you charge them for the challenge?

Elle Ross:                                    Yes.

Support - Nick:                         Okay.

Elle Ross:                                    It was a small entry fee. It's $99 to enter, and they got everything that they needed, everything I basically just explained for six weeks.

Support - Nick:                         Oh, yeah. Yeah, it's a great value.

Host - Dan:                                 They've now given you some form of commitment. They spent the money. They're going to show up. Plus they're now more likely to book more sessions with you because they want to win. Everyone's involved. There's got to be... Is there somewhat of a community aspect to it?

Elle Ross:                                    Yes.

Host - Dan:                                 Do a lot of your clients know each other?

Elle Ross:                                    This challenge is actually online.

Host - Dan:                                 Oh, okay.

Elle Ross:                                    Yeah. So this is strictly online. So everyone is from all over the states and they were all in a Facebook group. So they're being active within the Facebook group, meaning I'm telling them to post their meals, post their workouts, be active. And they're liking each other pictures.

Support - Nick:                         That's awesome.

Elle Ross:                                    They're like, "You go girl. You got this."

Host - Dan:                                 Wow, that's fantastic.

Elle Ross:                                    It's awesome to see the community aspect of everyone cheering each other on even though there will be only one winner, but they're all cheering each other on.

Support - Nick:                         Yes. One thing Dan just said why we like doing the small... It's small, but it's not so small, definitely puts some money in your pocket. It's a small enough fee too that now they feel invested. Have you ever tried running a challenge for less money or for free? And people just not be as committed.

Elle Ross:                                    Yeah. No. Never free.

Host - Dan:                                 You didn't fall into that trap.

Support - Nick:                         That's what I... Yeah, that's what I just wanted to get across.

Elle Ross:                                    Never free because when it's free, there's no urgency. There's no real commitment. They have no skin in the game so they won't take it serious. Whereas if they invested, now they're like, "Okay, I have money in the game. I'm not going to waste this $100, or whatever you charge. I'm going to do this."

Support - Nick:                         Perfect. That's all I wanted to elaborate on. That makes total sense. It's got to go both ways. And now, you have this challenge, you have 20 people, what's a conversion rate percentage you have a goal for or you've seen in the past from this that turned into lifelong customers? Or at least a couple months.

Elle Ross:                                    Ideally, what happens is after the challenge they stay as an online client and they might pay anywhere from $50 to $200 for programming continuing on.

Host - Dan:                                 And is that a month?

Elle Ross:                                    Yeah, that's a month.

Support - Nick:                         And then what's the percentage you like to go for or you've seen happen?

Elle Ross:                                    The percentage. Oh, that's a good question. I only know the number of people. I don't know... Let me see. Math in my head. There's 20 people, and say 8 of them continue on. What's that percentage?

Support - Nick:                         Sure, so 40% ish.

Elle Ross:                                    Yeah, 40%. Okay, there we go.

Support - Nick:                         I would say that's pretty... Yeah. I mean, sales is all about the love ten, so I think anytime you're getting above 10, 20% for the amount of effort. Now you are putting in more effort, so you probably like to... Maybe you set a goal for 50%, see what happens. But yeah, that sounds like a great way to acquire a client. And the theme of this episode today all around social media, all of this done by posting to social media to advertise, creating a Facebook group, still using social media to connect everyone.

Elle Ross:                                    Yep. Yep, so everything via social media and I didn't run any ads.

Host - Dan:                                 You didn't run any ads. That, if anyone... If you've never run ads, you're like, "Oh, that's cool. You didn't run any ads." If you have run ads, if you have run ads, you're like, "Oh my god. Give me the secret."

Support - Nick:                         That's mighty impressive.

Host - Dan:                                 Because to be able to do it all naturally, organic, that's words we like in the fitness industry, in that way. Ads are expensive, and time consuming, and you have to [inaudible 00:28:42] them. To be able to do that without running ads if quite a feat, so hats off to you.

Elle Ross:                                    Thank you. Thank you. So it's definitely possible. You just have to be active. It is time consuming. Social media is a commitment, and I would say if you are gym and maybe you don't have the commitment, possibly hire someone who is able to commit and manage your social media, and be active in the story, get pictures, get video of your classes, video of the clients, video of you training your client if you're a personal trainer, and just document what you're doing and then share it.

Support - Nick:                         I totally agree with you with this story because you get more time, your thing is up top, every time you post again you're back up there again in that first five, and I've actually, going back to ads, not that you're running, but statistically I've read that Instagram story ads perform better than Instagram post ads. That just to go back up again that you should really be on your story more than anything.

Elle Ross:                                    Yeah. Exactly. 100%.

Support - Nick:                         Just wrap it up now. What would be your best tip to get started in the fitness industry, whether you own a studio, you don't own a studio, you're a trainer, you're not a trainer, you just want to get started? What's the best piece of advice you could give?

Elle Ross:                                    If you're just getting started, well, you definitely want to get certified first. I've met trainers who are not certified yet, and so if you really are wanting to leverage, you want to get certified. And then you also just want to get active and put yourself out there, be active on social media, and this is actually a little nugget, I don't know if a lot of people know this, but you should definitely have a Google and Yelp business page. Yeah, if you don't have one already, it's going to help scale your business. And then every time after your client's been working with your for 30 days, 60 days, you're like, "Hey, you know if you've really enjoyed your experience with me, could you please go write a review?" Because then that also helps on Google and Yelp when they are looking for a trainer, a coach, or a gym, you will pop up on the top.

Support - Nick:                         I totally think that when a business is on a national and international level, they instantly think, "I've got to be on Google." On a local level maybe they don't think about it as much. But google is becoming the new Yelp, and those reviews, I mean, Dan knows when we go to conferences, makes my all decisions especially for restaurants.

Host - Dan:                                 I go, "That place looks good. Let's eat there." "No actually, I found a place with one and a half more stars and 75 more reviews." All right.

Elle Ross:                                    Yeah, it really makes a difference because people do check those reviews.

Support - Nick:                         Oh yeah. If someone wants to keep the conversation going with you, what are all the ways they can reach out with you? If they want personal training, consultation, they want to find your book, give us all of the info so someone can get in touch with you, do business with you, anything they need to know.

Elle Ross:                                    Yeah, my website TheElleRoss.com. You can learn more about me. Connecting on social, on all platforms it's going to be @TheElleRoss.com. And then I have a list of link within my link tree where... Oh, or Calendly, TheElleRoss if you want to schedule a call or a consultation, 15 minutes is free. And my book, you can get it again at TheElleRoss.com on my website. It's also on Amazon, but I prefer you go through my website. And but yeah, so that's where you can connect with me. And then email, if you want to email me, it's just Info@TheElleRoss.com.

Host - Dan:                                 Awesome, nice and consistent.

Support - Nick:                         You heard it from the Elle Ross. Thanks for coming on. Really appreciate it.

Host - Dan:                                 It was great.

Elle Ross:                                    Yeah, thank you. It was awesome..

Support - Nick:                         So if you liked this episode, be sure to go and leave us a review. Your feedback helps us make better episodes every week. If you're a studio fitness owner who wants to streamline processes with a studio management software that's actually affordable, check out fitDEGREE. Got and find us at fitDEGREE.com, that's F-I-T-D-E-G-R-E-E.com to talk with a team member today. We'll see you back here next week, same day, same time, for another podcast episode featuring amazing studio fitness owners. See you later everyone.


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