Digital Product Development & Full-Circle Marketing

Overview: Digital Product Development & Full-Circle Marketing

This session, hosted by fitness business mentor Rachel Holmes, outlines a comprehensive roadmap for building and marketing digital products—especially for fitness professionals. It’s about leveraging freebies, low-ticket items, and premium offers through a funnel strategy, backed by blogging, YouTube, automation, and social media Reels.

🧱 Foundation: Funnel Thinking for Fitness Pros

• Top of Funnel (TOF): Free content to attract new leads.
• Middle of Funnel (MOF): Low-cost digital products to build relationships and trust.
• Bottom of Funnel (BOF): Higher-ticket items like memberships or full courses.

💻 Website & Blog Strategy

• Keep your website active with:
  • Regular blog posts
  • YouTube video embedding
  • SEO-focused titles (e.g., “Pilates in Oxford for Women Over 50”)
• Use ChatGPT to generate blog ideas and content.
• Blogs + YouTube = 24/7 lead generation.

🎁 Digital Product Suite Framework

1. Freebies (Lead Magnets)
   • E.g. Free 20-min Pilates class, walkfit workouts, meal plans.
   • Deliver via automation using tools like MailerLite.
2. Low-Ticket Products
   • E.g. £10–£30 mini-programs: 5-day fitness challenges, Easter specials, etc.
   • Promote as limited-time offers or seasonal bundles.
3. High-Ticket Programs
   • Examples: 8-week transformation, post-Easter programs (~£197).
   • Promote with urgency and scarcity (e.g., early bird pricing).

🧰 Tools & Automation

• Automate delivery of freebies and low-ticket offers.
• Use email sequences to nurture and upsell participants into your premium programs.

📣 Social Media Strategy: REELS-Focused

The Three Types of Reels:

1. Top of Funnel:
   • Trendy, scroll-stopping, funny or personal.
   • E.g., “Are you a woman over 50? Stop and watch this.”
2. Middle of Funnel:
   • Show your expertise (e.g., 1-minute ab series).
   • Demonstrates authority, builds connection.
3. Bottom of Funnel:
   • Direct sales Reels.
   • E.g., “My 8-week WOW program starts Monday—comment ‘WOW’ to join.”

🧪 Reel Creation Tips

• Three-Scene Reel Formula:
  • Different scenes and locations + hook.
  • Adds dynamism and keeps attention.
• B-Roll Tactics:
  • Use background actions while overlaying text or voice (“3 reasons to start Pilates after 60”).
• Random but Relatable:
  • Mopping, ironing, gardening—adds authenticity and human connection.

📌 Key Takeaways

• Repurpose everything: social → blog → video.
• Create automation flows for all offers.
• Rotate freebies weekly for fresh engagement.
• Build a clear customer journey from free to premium.