Did you fall in to the same trap everyone does after having launched a new website? You're super excited and ready for massive conversions. You can't wait for the Paypal notifications to start rolling in.
But you weren't prepared or aware of what must follow after the launch: creating systems and promotions to drive traffic to that website and make it a successful marketing tool.
According to Internet Live Stats, Google processes over 40,000 searches per second, which equates to around 3.5 billion searches per day.
The health and fitness industry is growing exponentially each year, especially into the online space. If you want to reap the benefits of having a nicely designed shiny new personal trainer website you have to make sure that constant traffic is directed to your web pages to increase the conversion rate and eventually get new clients.
This is important for all personal trainers who'd like to showcase their services to a bigger audience, but it's essential if you are planning to acquire more online training clients.
With that in mind, we thought up 10 marketing channels that you can use in order to get the attention of more clients for your new fitness website.
1. Traditional Advertising
Conventional marketing platforms such as print, television and radio are no longer the strongest forms of marketing but they do still have a place. If you want to become the go-to EXPERT personal trainer in your local area, remember to make use of print, television and radio to promote your services.
According to Marketing Charts, the internet will still rule in 2020 but TV, radio and print still take up a good chunk of the market.
People will almost always Google your business if they see something of interest so be sure to include your website address.
Radio is the most inexpensive medium but it also has the least lifespan. Print, such as newspapers have a longer recall while being inexpensive, but advertisements in magazines can be expensive, although giving long-lasting results.
Television is the most expensive medium but has the maximum reach. On top of that you can use all three major communication channels - vision, hearing and body language to attract new fans to your business.
2. Social Media Marketing
Did you know that over 180 million Instagram users use the #fitness hashtag every day? Can you imagine the reach your post would have if you were to publish a promotional material about your new fitness website on Instagram with the same hashtag?
Social Media Marketing doesn't stop at Instagram however, there are plenty of other platforms, like Facebook, Twitter, Pinterest and so on where people hang out and share their fitness journey, their struggles and often look for answers.
All you need to do is to identify your ideal client and where they socialize the most, then create social media content that can link to your blog posts on your website. Creating high value content, like useful fitness blog articles is also an important part of your strategy.
Social media is an exceptionally powerful tool which can help you reach prospective customers easily, with zero to little investment. To get the best results, purchase analytics software provided by the social media platform helps to analyze the reach of your post.
3. Outdoor Marketing
From hoardings to sandwich boards, there are multiple things that you could do to get noticed. Stick a banner of your new fitness website on your vehicle. You can distribute flyers with a soft free offer on them people can access from your website. Hire a mascot to give out coupons and flyers to people outside shopping malls.
Remember though, that this type of advertising is to a fully cold audience, ROI might be much lower than with channels that target warmer leads.
4. Professional Networks
If you’re an freelance personal trainer or fitness coach and are a part of a sporting association or organisation, you’ll find plenty of customers right there in the association. Leverage your professional network to find clients.
For example, if you run a fitness centre specifically for the elderly, speak to your fellow-trainers about your new business. Who knows, your peers may have a parent who needs help with fitness. Creating mutually beneficial bonds with other professionals also paves the road to high quality referrals.
5. Guerilla Marketing
Guerilla marketing is an unconventional system of promotions that relies on time and creativity rather than on a massive marketing budget.
It can be a great way to get the message across about your services and encourage people to check out your personal trainer website. Just make sure that the promo matches your website's and business' brand.
There are many offline and online ways to do this, Team up with street artists to create an art piece especially for you, that reflects your brand and of course use it to motivate anybody who sees it to check your websie.
Organise a flash mob or a public contest to showcase your skills, you could organise that online, for instance via Facebook page, a Facebook Group or any other social media by directing peope to your website to register. Everybody who registers will be in it for a prize.
6. Blog Posts and Videos
A highly inexpensive way of promoting your new personal trainer website is to start a blog or a video series about topics or problems that your target market would like to learn more about.
Our client, Exercise for Mums writes regularly to get loads of targeted traffic to their website. The topics they write about are often answers to questions they find within the parenting communities.
Are your ideal clients females in their 30s who want to shed some body fat, look better and feel better? Tap into their struggles, try to get into their head and find out what their real reasons are and what challenges they face. Then create high value content that helps them with that.
Make sure you stay consistent and keep delivering expert advice on a regular basis, engage your reader by asking them to give you feedback or get in touch and son enough you will be the go-to trainer for help. When they decide they need help and want to hire a personal trainer, you'll be the first one on their mind.
As you publish these articles, don't forget to add SEO title and description and use links and references to any evidence to back your claims. It will not only make you more credible, but will also boost your website's ranking on Google.
7. Fitness Contests and Challenges
Fitness contests are great ways to showcase your skills, create a vibe around your brand and increase the number of your website visitors. You can organise the challenge either at your gym or online, however those who'd like to take part would need to register on your website.
Make sure the prize is worthy enough so they would give out their contact details. If you also encourage them to opt-in for your weekly bog updates at the same time, you'll be able to grow your email list and gain plenty of new leads.
Read More: How to Create a Free Fitness Challenge to Get More Clients (Case Study)
An offline challenge at your fitness facility is easy to check and control, while if you're doing it all online, make sure you create a process for the attendees to prove they have done it and with what results.
Example: How many burpees can someone do in 60 seconds. In the gym, you can stand over them and time it, online you need to ask them to record themselves with a timer.
8. Piggybacking on Partner Organisations
Piggyback marketing is the tactic where one brand uses the brand visibility and popularity of another brand to market itself. There are many ways you could implement piggyback marketing:
One of the best examples of piggyback marketing in the fitness industry is Nike’s 2015 Air Mag advertisement-cum-ode to Back to the Future Part II including an announcement about supporting the Michael J. Fox Foundation for Parkinson's Research.
9. Customer Referrals
One of the most believable and realistic promotions that a brand can engage in is, showcasing client recommendations and getting customer referrals.
Create a referral system that is embedded into your website so you can track what people referred by your clients are doing so you can reward them. You can create different levels of rewards for blog subscribers, consultations and hiring you.
When you focus on your current client base and ensure you get them results, they will be more than hapy to refer their friends with similar challenges to you to help them. Win win.
10. Community Development Activities
Our customers make us who we are and a great way to give back to them is by engaging in community development activities. Not only is this a kind gesture, but it is also a great and inexpensive way to market your new personal trainer website when asking them to invite a friend.
Holding workshops and seminars on topics that matter to your clients is a great way to keep them engaged and build a community feeling. You can do this locally at your gym, or online via webinars, Facebook Live videos or podcasts.
When your clients invite their friends, make sure you bring them into the conversation, find out more about their problems and drop a few knowledgebmbs relevant to their indvidual situation, then at the end make sure you direct them to you website for further info and to check out your blogs. Never forget to follow-up in personal emails or via a Facebook Group.
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