Client: Jiu Jitsu Medellín

Challenge:

Professor Jaime knew Facebook advertising could help attract new members, but he didn’t feel confident in his ability to run successful campaigns. 

And, ideally, he wanted to an agency with expertise in marketing martial arts schools, so he hired us to handle their digital marketing to attract new members using Facebook ads.

Solution: 

Step #1: Set up Jiu Jistu Medellins Facebook business 

Running ads is more than just promoting a post. The first step was to set up Jiu Jitsu’s Medellins Facebook ads account so that they could run professional ads.

Step #2: Conduct customer research + create specific copy that resonates 

Fortunately, being new-ish to Jiu Jitsu, I still remember the fears and reservations of an adult starting the arte suave… This was a good base to get the ball rolling with our customer research phase so that we could develop some key messaging themes for attracting new adult members.

But we still needed to get into the minds of our target audience, so we scoured forums and groups to hear directly from people considering taking up martial arts. 

Using the insights from the customer research, we developed 3 mid-length ad copy variations with different messages and frameworks to use in our testing phase.

Here’s what we developed:

💥 1 emphasising the location of the academy as the academy was 1 of many in a small city 

💥 1 for those who have been thinking about starting BJJ for some time, but needed to overcome some common objections 

💥 1 talking about BJJ being the fastest growing sport worldwide and to get on board now (playing on the fear of missing out principle)

💥 1 for people bored of their gym routine and looking for a fun new challenge 

Step #3: Autoresponders & lead-follow up 

With so many leads coming in so quickly, we didn’t feel it necessary to iterate on ad copy.

Instead, we had to make sure leads didn’t slip through the cracks. So we built out an autoresponder in Facebook to qualify leads further by asking them a few initial questions to get commitment and answering common responses such as “What do I need to bring?” “Where is the gym?” Etc. 

We then used Facebook leads manager to set reminder to follow up on leads the day of their pre-confirmed class. The results speak for themselves!  

Delivered: 

✅ 3 Ad copy variations that spoke to the target audience in their own language

✅ Ongoing optimization to test copy variations and creative combinations to find the winning formula

✅ Lead follow-up using a combination of automated and manual responses to get people to commit to their free trial right away and the day off to increase show ups

🥇The Winning Ad

📈 The Result

In less than a month, we helped Jiu-Jitsu Medellín attract 85 leads. Jaime could barely handle the amount off messages so we provided him with a combination of automated message follow-up and done-for-you prompts to set up their trial classes.  

Want to run a thriving academy?

Because, if you don’t have time to tinker with Facebook, the expertise in-house to run email campaigns, or want to set your business up for ongoing success…

…we’ll take marketing off your mind.  

Book a call by hitting the button below 

Or emailing nd@nurturedigital.co