I'm going to help you to discover a smarter way to manage your personal trainer business. Let me ask you one question:
How much do you spend on marketing your personal trainer business?
Got a rough number? Ok, now where exactly is that money invested. Here a few places you're probably thinking of...
The list goes on. Now lets suppose you've written a big long list of everything you spend your marketing budget on. How much do you suppose is spent on OUTBOUND marketing? By this, I mean the money spent on things that are external to your personal trainer business like ads, radio, magazines etc. I've been speaking to a lot of personal trainers and it turns out that the majority if us are spending approximately 80% of our hard earned money on outbound marketing.
That means that we only spend approximately 20% of our marketing budget on inbound marketing. Inbound marketing includes delivering value to your fans and encouraging your existing clients to promote your services for you.
Naturally, being the curious little bee that I am, I asked why we seem to loosely follow this 80:20 rule. The most common answer:
"Because that's what the marketing gurus and corporate gyms spend their money on."
It seems as though the majority of personal trainers are trying to walk in the footprints of already successful personal trainers. This, to me, is like a walkie talkie manufacturer advertising the same monthly contracts as the big wig mobile phone companies. Personal Trainer David is trying to fit in to Goliath's Fitness First pants!!
Here's what I think the inbound personal trainer marketing:outbound personal trainer marketing ratio should really look like:
20 Outbound:80 Inbound
You probably think I'm a little bit mental right now. What could you possibly spend that much money on internally in your business?