The fastest way to help more people is to learn how to attract more of them into your personal training business. If you’d like to get more personal training clients for your business, and who wouldn’t, then marketing is critical.
Let’s assume you have the required credentials, certifications or education to deliver great results (and that you are doing it with the clients that you have now). You won’t extend your reach, help more people and, in turn, make more money if you don’t learn to promote yourself and your business.
There are 3 simple steps you can take to improve your marketing and get more personal training clients! Keep reading to find out what they are…
Get Clear On Your Ideal Client
The power of identifying your ideal client isn’t in having a nice avatar or profile to add to your business strategy. You get the biggest benefit by learning how to understand the pains, challenges and fears that your Ideal Client deals with on a daily basis.
Luckily, your training programs solve those problems for them!
Here’s a short list of info you need to build into your Ideal Client Profile:
- Name
- Age
- Family
- Occupation
- Income
- Home Type
- Neighborhood/Subdivision
- Hobbies
- Activities
- Pains
- Goals
- Challenges
- Fears
- Objections
Build Your Ideal Client Marketing Plan
Now that you are clear on who you are marketing to and what problems you can help them solve with your training programs getting your marketing in front of them will be much easier.
A great marketing plan will include marketing activities that work to get the attention of your Ideal Client and motivate them to take the next step with you. This plan also needs to be diversified. You don’t want to rely on one source of leads to get more personal training clients.
You should have an internal, offline and online marketing activity in play at all times. The minimum acceptable is one activity per channel. The perfect amount of marketing is the amount that helps you reach your sales and growth goals.
Figure out how you will get your marketing message out to your Ideal Client. This includes referral programs, social media, Facebook ads, networking, public speaking, writing, podcasts, etc.
When creating your marketing plan consider how your Ideal Client will see your marketing and what you’ll ask them to do to take the next step with you. It’s easy to say you’re going to write blogs for your marketing, but if no one sees the blogs you write they aren’t going to produce for you.
The most effective marketing activities usually require the biggest investment of your time, energy or money. For example networking is still very effective (when done right) but it requires time or Facebook ads can get you a lot of leads but require a financial investment.
Measure Your Results
There’s no way to know what is working or how to speed up your growth if you don’t measure your results. Tracking your leads, where those leads come from and your conversion rate from lead to client will give you a lot of insight into your marketing.
Remember, the real outcome we want to achieve with marketing is more personal training clients. Getting 1,000 leads is great, but not if none of them become clients.
You want to be able to look back and know what marketing activities brought in the most leads, which produced the most clients, and your overall conversion rate. With this information you can identify bottlenecks or key areas to improve your marketing and sales.
The Best Plan Needs Action…
A perfect marketing plan is only good if you implement. Imagine creating the perfect workout for your client, guaranteed to get them the results they want in record time, but they didn’t show up to the gym to actually put in the work.
They end up with the same poor results they’ve always got from training, right?
That’s how many fitness business owners treat a marketing plan. They create it, spend time building a marketing calendar and never get out to actual market!
