14 Strategies To Consider When Setting Up Your Personal Training Business
Setting up your own Personal Training business is all well and good, but just because it’s there doesn’t mean you’ll immediately attract clients and income; for that you’ll need a solid marketing strategy.
It can seem like a daunting task when you’re just starting out, but if you put in the effort you’ll find the results will be worth it.
1. Regularly set goals.
The phrase “strategic plan” terrifies most people because it sounds so formal and rigid. Instead, take the time to create and reflect upon your goals so you can identify your next steps. Set a time in your calendar—yearly, quarterly, etc.—to set incremental goals that will lead toward your larger objectives.
2. Strengthen areas of weakness.
Personal skills are easy to examine; it’s the weaknesses that are often barriers to moving forward. Closely examine what you already do well and what you need to build upon. If you know you aren’t a great public speaker, practice. If you have a difficult time handling conflict, address this with your continuing-education goals. If it doesn’t challenge you, it won’t change you or your business.
3. Create a unique brand.
In today’s digital world, nothing is more valuable than how you brand yourself and the services you offer. Work closely with a designer to create a brand that not only effectively communicates your message, but also speaks to your intended clientele. Don’t skimp on the investment this requires.
4. Make Yourself Known
As a Personal Trainer, showing your human side and creating a physical presence amongst your potential client base is crucial. This may include attending networking events and chatting to potential clients (where a great business card can make a lasting impression). If your name is out there, it can then start to get around.’
5.. Leverage social media.
Take advantage of social media networks to advertise, promote and share your message. Try hosting a Facebook live show or starting an Instagram campaign. Use social media to build your social capital and reputation.
Look into your typical audience and set up some relevant social media accounts; each one may have a slightly different demographic. It’s always useful to set up a Twitter account and Facebook business page to start with, but depending on your business and audience type you may want to venture into Linkedin, Instagram, Pinterest, YouTube or Google+.’
Another benefit of social media is its cost-effectiveness. As a new business, cash is likely to be tight and this is why social media is so vital. In comparison to print media, TV and radio, digital marketing, costs are mere snippets of the price. On Facebook, for example, you can ‘boost posts’ or ‘promote your page’ for as much as a few pounds a day, reaching thousands of targeted users.’
A word of caution: Don’t get too carried away with constant plugging and promotional posts. Remember to actually engage with your customers using regular, informative posts that they will appreciate. For example: ‘A good rule of thumb on Twitter is the 4-1-1 rule: for every call-to-action or self-promotional tweet you do, you should retweet one relevant post and share four relevant pieces of content/news written by somebody else.’
6. Utilise Pay-Per-Click Advertising
This is dependent on your budget, but pay-per-click advertising can be highly effective in driving traffic to your website and generating new client leads. For example, if you’re a Personal Trainer based in London, you can bid on and purchase keywords such as ‘Personal Trainer London’ and this will mean an advert for your business will appear among the paid results of online searches using this phrase. Each time someone clicks on your ad, you pay your negotiated fee.
Even on a low budget, this method of marketing can be highly effective so it is well worth exploring, especially if you’re based in an area with low competition for your trade.
7.. Develop a product.
Products don’t need to be limited to equipment invention. Think outside the gym. What product can you develop and sell? Perhaps it’s an app or a set of interactive PDFs for your clients. You may even consider developing your own “toolkit” for business or client success.
8. Don’t Neglect Print
Although social media offers great value for money as a marketing medium, don’t fall into the trap of thinking this is the only method you should invest in.
Despite common opinion, print is absolutely not dead, and can really help you reach a wider spectrum of your target market. People still love tactile media and, as you’ll surely know, the health and fitness magazine industry is booming. It would, therefore, be madness not to take advantage of this and invest in some relevant advertising space if you have the budget to throw at it.
Of course, print advertising isn’t the only way to take advantage of offline techniques. ‘Getting creative with your business cards is an effective way to set your brand apart. Choose a unique design that reflects the values and creativity of your company. Try creating an attractive logo or include an informative, aesthetically pleasing infographic to print on your material.’
9.. Write an e-book or blog.
Writing is a valuable skill and a lost art. Whilst personal training is typically in a face-to-face setting with clients and colleagues, think about ways you can expand your reach through written work. E-books are popular (and could be a product you develop) and easily downloadable for a small fee. Writing is also a way to get your name out there. Start small with your own blog and pursue larger opportunities as you build a writing base.
10. Invest In Direct Marketing
Another essential and cost-effective method of marketing, direct marketing (DM) can involve direct mail and leafleting as well as email, telephone and mobile/SMS marketing.
Whichever forms of direct marketing you use, make sure you have a clear call to action and a consistent message if you’re using a combination of more than one. It’s also crucial that you keep a good database of current and potential new clients; this is a brilliant way of tracking your customers’ characteristics and habits and, in the long run, helps you hone your marketing efforts even more accurately. All DM methods can be incredibly powerful and effective at generating sales leads and revenue, especially for small businesses, so it’s definitely worth harnessing them for yours.
11.. Acquire a new skill.
This is different than strengthening an existing ability that is “raw.” This strategy involves pursuing something you have never tried or know nothing about, but that can add value to your business. Photography, for example, is a skill you could learn to help you develop amazing and captivating social media images.
12. Build a class.
Online learning has the potential to permanently alter the landscape of education. Consider building your own class and offering it in an online setting. A class doesn't have to be complicated—it just has to be thoughtfully designed and meaningful to your intended audience. One approach is to build classes based on the most commonly asked questions you receive from clients. For example, you could create short classes with two to three modules aimed at helping individuals learn how to read a food label or how to evaluate information on the Internet.
13. Network in different ways.
Networking is crucial. Find new ways to connect with colleagues. Try not to limit yourself to networking just within your community. Are there specific health and fitness professionals that you admire or follow? Reach out to them. Some will respond. Others may not. But it’s worth making the connection and fostering a relationship.
14. Actively seek feedback.
No one grows without the help of constructive insight. Part of owning and building a business is caring about how your consumers and partners feel about how things are going . It's important, albeit intimidating, to ask “How am I doing?” This is part of living in a growth mindset. Be sure to actively and regularly seek insight and feedback from people who can honestly and thoughtfully give you a fair and balanced perspective on how you are doing.
To find out more about how the Revival Media Group could help your business, or to arrange an initial meeting, please do not hesitate to speak to one of our fitness marketing experts on:
0800 030 6924
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