The Triple A Marketing Method For Fitness Businesses
The Triple A Marketing Method
When you started your personal training career you didn’t know that you would have to be a good marketer to survive. But, you quickly found out that you have to promote your services and get new clients if you want to be able to pay the bills.
Luckily, there’s a method for uncovering your hidden marketing strengths. And, yes, you have marketing strengths 🙂
It’s called the AAA (Triple A) Method. It’s about Assets, Arsenal and Action. This exercise will help you evaluate your strengths as a marketer, even if you don’t think you have any!
Evaluate Your Assets
Look at your business, your team and yourself to determine what assets you have to use in your marketing.
Here are some ideas:
- Unique ability to network
- A valuable network in your community
- Enjoy public speaking
- Copywriting skills
- Money to spend on marketing
- Technology skills (building web pages)
- FB following
- Email list
Take an inventory of all the assets available to you and include your team members if you have them. Once you have your list, prioritize the top 3-5 strengths that you plan to leverage to enhance your marketing.
Develop Your Arsenal
Now that you have your Assets documented and prioritized you can develop your Arsenal. Your Arsenal will be the marketing weapons you use to go out and attack your market.
That sounds a little aggressive, but in reality you’re out there competing for clients from all the other trainers in your area. You need good weapons!
Your Arsenal should be made up of specific ways that you will move people along your marketing funnel. That could be FB ads if you have a budget, public speaking if you enjoy that, or even networking if you have a solid network.
You can break down your Arsenal into 4 tiers that align with the marketing strategy of getting someone to Know, Like, Trust, Try, Buy, Repeat and Refer:
- Tier 1 (Know)
- Tier 2 (Like)
- Tier 3 (Trust)
- Tier 4 (Try)
Four Tier Examples
Tier 1 – FB ads to a free workshop
Tier 2 – Deliver a high value workshop
Tier 3 – Provide a free meeting to connect (Success Session)
Tier 4 – Offer your FEO
In Tier 1, you want to use marketing that will appeal to your target market and speak to their specific needs and wants. It’s about bringing awareness to the problem they have or issues they need solved. It’s important that you gain the prospect’s attention here so use specific phrases and images that resonate with your target market.
In Tier 2, you want to use marketing that nurtures the relationship and helps the prospect discover some possible solutions for their problem. You should mix in your specific marketing message to differentiate your business.
In Tier 3, you will move the conversation along a little bit and offer them a chance to sit down with you to create a plan for their success. This is about getting your target market to raise their hand and express interest. By setting yourself up as an expert and providing value they will begin to trust you.
In Tier 4, you want to provide them with a low barrier to entry offer or FEO to introduce them to your solution to their problem. To make this effective you create a name for your FEO that specifically solves the biggest problem your target market has and overcomes their biggest objections.
Every message you send out should align with your target market.
Using this method for marketing you can add a ton of value and establish your expertise while speaking directly to your target market.
Every message you send out, every ad you run and the name of every FEO should align with your target market. You should help them either understand their problem better, make them aware of ways to improve or speak directly to their immediate needs.
Your arsenal should utilize the assets that you identified earlier. The above example is how I might approach it, but your arsenal might be completely different.
Your Action Plan
It’s time to get your marketing out there!
Don’t feel like you have to do everything. Use your Ideal Client Profile to understand where you have the best chance to get your message in front of those people and what types of marketing might appeal to them the most.
Pick 3-5 things from your list of marketing arsenal weapons and focus on utilizing those. Then build your marketing calendar out with these in mind and focus on meeting the needs of your target market.
Once your marketing calendar is built out you can focus on taking action and getting leads.
Evaluate, Examine and Optimize
It’s important that your marketing message is consistent and appeals to your target market.
Here are some areas to evaluate:
- Name of your Core Offer
- Name of your FEOs
- Contests you run
- Your website images and message
- Your website URL
- Blog posts
- Email marketing messages
- FB Business Page
- Social media posts
- Your opt-in offers
- Your network
- Joint ventures
- Your logo
All of these should align and speak directly to your target market and convey your unique marketing message.
Don’t get caught up in deploying random marketing campaigns any longer. Break down your marketing and make it simple by building off a solid foundation and deploying a focused marketing plan.
You can access resources and learn how to use them in the Fitness Marketing Mastery curriculum inside The Academy. The marketing courses you get will teach you how to develop a strong strategy and develop a plan to get more leads and clients.
The energy you put into this will not only save you time in the future by helping to filter the marketing you need to be doing, but it will also allow you to focus your marketing. Ultimately it will help you produce better results.