When you were creating your business, who did you envision as the ideal client?
Were you building a gym primarily for, say, young men who want to be competitive bodybuilders?
For women in their 20s and 30s who want to stay in shape before, during, and after their pregnancies?
Or were you aiming to attract, say, people over 60 who are interested primarily in functional fitness?
It’s not enough to just think about your ideal client and move on. You also need to create a fully developed Ideal Client Profile – and then use it constantly to attract new leads, convert them to clients, and shape your entire marketing programs. These are ongoing efforts throughout the life of your gym – whether you are just opening your doors or you’re ready to expand with new locations.
At Fitness Revolution, we’ll help you build Ideal Client Profiles for each of your core offerings. That’s one part of this, and crucial. But just as important is the next step, which too many gym owners ignore: We’ll show you how to use the profiles to serve your overall growth strategy. Here are some of the key points about Ideal Client Profiles.
- They determine your marketing activities by defining your main audience.
- You use them when creating your marketing calendar. If your ideal client has kids in school, for example, then you probably don’t want to run a promotion during spring break.
- They help you decide what to include in your newsletters, ads and social media posts. Who’s reading this? What do they want to know about?
- They help you decide where to focus your marketing time and money. Where does your target audience look for information?
- You should refer to your profiles when changing your website.
- And you’ll review them when deciding to attend networking or community events.
If you don’t know who you’re trying to reach – or if you don’t regularly remind yourself about your defined, intended audience — then you’re just talking into the wind.
Ideal Client Profiles help you identify your target audience, get their attention, and communicate why your solution is best for them.
Throughout the life of your business, you might have more than one core offering. And you might want to pursue multiple types of “ideal clients” for different services. These same systems will help you stay focused on each of them.
And just like you must know your audience to focus on them, you also must know your current stage of success so you can get to the next one. We’re here to guide you on that success journey by first evaluating where you are right now. Answer 10 short questions here and we’ll be off and running.