When it comes to marketing, there's so much information out there, free and paid, that it's hard to be sure of what works and what doesn't. One fitness industry marketing guru says one thing while another says something different. It's impossible to know which way to turn!
So, we've compiled a list containing 48 of the bestfitness business marketing tips, tricks, and tactics that are guaranteed to work in any fitness business.
Instead of working through thirty emails, fifty blog posts, and countless case studies, you can sit back, grab a coffee, and read up. These are 48 fitness marketing techniques that can help you generate leads, increase web traffic, build brand awareness, and more.
The Best Personal Trainer Marketing Strategies
Table of Contents
There's a lot of information here so to make it easier for you to find your effective marketing strategy techniques, we've created a handy table of contents.
Table of Contents
One of our clients, Carl, was trying to reactivate old leads. He was using a list of emails from inactive leads and personal training clients he'd collected over the years of doing business.
Carl was sending an offer to everyone on the list asking if they were interested in personal training ("Buy My Stuff") in the first email. This worked great and he earned a few more sign-ups to his online programs. However, when he got to the clients who had held a contract with him for 12 months or more, he had less success. The emails weren’t opened or the offers were rejected.
How to do it:
If I hadn’t spoken to you in 12 months and then I asked you to buy my stuff you’d probably be a little put off, right? So the tactic here is to re-establish rapport using anemail series and then send an offer.
Try saying hi and asking how they are first. Send general emails about your business’ growth and development. Share links to useful blogs and information.
Once you’ve reconnected with the old client, you can consider sending them personal training offers.
Carl was sending an offer to everyone on the list asking if they were interested in personal training ("Buy My Stuff") in the first email. This worked great and he earned a few more sign-ups to his online programs. However, when he got to the clients who had held a contract with him for 12 months or more, he had less success. The emails weren’t opened or the offers were rejected.
How to do it:
If I hadn’t spoken to you in 12 months and then I asked you to buy my stuff you’d probably be a little put off, right? So the tactic here is to re-establish rapport using anemail series and then send an offer.
Try saying hi and asking how they are first. Send general emails about your business’ growth and development. Share links to useful blogs and information.
Once you’ve reconnected with the old client, you can consider sending them personal training offers.
A percentage of your email and client list will be inactive. They've signed up or even bought something from you, and then forget about it, or life gets in the way. A great way to re-engage, have people consume your content, and potentially move them towards becoming buyers is by sending a 're-engagement' email.
The key to this email is that it needs to have a headline that grabs their attention, piques their curiosity, and demands that they open it.
How to do it:
Find an angle that is going to get your email opened and read. If you can remember why the person signed up for your service in the first place you might want to try:
The key to this email is that it needs to have a headline that grabs their attention, piques their curiosity, and demands that they open it.
How to do it:
Find an angle that is going to get your email opened and read. If you can remember why the person signed up for your service in the first place you might want to try:
Hey [NAME],
Are you still interested in [GOAL]?
[YOUR NAME]
Are you still interested in [GOAL]?
[YOUR NAME]
Tons of fitness activities and services have now moved to online or virtual platforms. This includes marketing and selling which can happen automatically through your personal trainer website and funnels, or email list. While these are spectacular ways to streamline activities and automate tasks, they can remove that personal touch from your client experience.
This makes real-time, interpersonal interaction extremely powerful. Jumping on the phone for an actual conversation with a prospect has never been more effective, because people are used to everything being digital. The chance to interact with a human being is 'going the extra mile' and delivering a high level of service.
How to Do it:
If you're an online personal trainer, don't be afraid to get on the phone or meet with clients. If you've collected phone numbers from potential clients in the past then these are more than likely your best assets. Have a chat and focus on how you can help them. Even if they don't turn in to a client they'll be recommending you to others.
Where possible, also have initial client consultations in person to find out how you can serve their needs. This will help you create a rapport and learn more about the client. Even with current clients, consider having consultations from time to time to get feedback, reflect on your professional relationship, and regroup.
Other trainers are trying to make a sale (or maintain connections) with zero interaction so your extra effort will really stand out. If your personal training business operates purely online, then video is your friend. Usevirtual communications platforms to interact with all clients more authentically.
This makes real-time, interpersonal interaction extremely powerful. Jumping on the phone for an actual conversation with a prospect has never been more effective, because people are used to everything being digital. The chance to interact with a human being is 'going the extra mile' and delivering a high level of service.
How to Do it:
If you're an online personal trainer, don't be afraid to get on the phone or meet with clients. If you've collected phone numbers from potential clients in the past then these are more than likely your best assets. Have a chat and focus on how you can help them. Even if they don't turn in to a client they'll be recommending you to others.
Where possible, also have initial client consultations in person to find out how you can serve their needs. This will help you create a rapport and learn more about the client. Even with current clients, consider having consultations from time to time to get feedback, reflect on your professional relationship, and regroup.
Other trainers are trying to make a sale (or maintain connections) with zero interaction so your extra effort will really stand out. If your personal training business operates purely online, then video is your friend. Usevirtual communications platforms to interact with all clients more authentically.
From my research and experience, headlines with numbers are more likely to generate clicks vs. "how to" headlines. Odd-numbered headlines and ones with brackets have a better click-through rate (CTR).
In an analysis of over 3 million headlines, Outbrain found using [brackets] in a headline bumped up CTR by 38%.
How to do it:
Go through your old blog content and see if you can promote your blog posts using the advice above.
Example:
How to Burn Fat at Christmas
Instead:
3 Ways to Torch Fat at Christmas (And Make it Last!)
If you can find out where your potential clients hang out online, you stand a pretty good chance of picking up some prospective clients.
So look for Facebook groups, meet-up groups, and forums for local, interest-based communities that are a fit for what you do. Then join them and interact. Don't just give a personal training sales pitch, that is going to be a huge turn-off. Rather, participate, give value, and show that you are an expert without ever having to say it.
People will naturally connect with you and start to approach you for more information about what you do.
So look for Facebook groups, meet-up groups, and forums for local, interest-based communities that are a fit for what you do. Then join them and interact. Don't just give a personal training sales pitch, that is going to be a huge turn-off. Rather, participate, give value, and show that you are an expert without ever having to say it.
People will naturally connect with you and start to approach you for more information about what you do.
How to do it
Facebook:
- Use the search bar to find local fitness groups.
- Join as many groups as possible.
- Use the search bar in the group to find your topic.
- Answer questions and be useful by sharing links, information, etc.
You could also create your own Facebook group for like-minded individuals to connect and consume your content. It's kind of like an email subscriber list on steroids.
A Facebook Group is a powerful tool for fitness professionals and personal trainers. You can use it to build a community around your services and build brand conversations, and awareness. It’s also a great way to share fitness information and target local leads. This will offer great value to the members while positioning you as the expert.
How to Do it:
Go to any Facebook group and you'll see a Create Facebook Group button at the top of the page. Fill in the details, invite people who might be interested, and post content regularly. It takes some time to build and become something substantial but it's very worthwhile once you do.
A Facebook Group is a powerful tool for fitness professionals and personal trainers. You can use it to build a community around your services and build brand conversations, and awareness. It’s also a great way to share fitness information and target local leads. This will offer great value to the members while positioning you as the expert.
How to Do it:
Go to any Facebook group and you'll see a Create Facebook Group button at the top of the page. Fill in the details, invite people who might be interested, and post content regularly. It takes some time to build and become something substantial but it's very worthwhile once you do.
But, how often do you check how your Facebook Group is doing?
Ensure you keep an eye on your group analytics and reflect on how members engage with your content and each other. Facebook has all kinds of cool stats that will help you to understand what your group members like and interact with.
Ensure you keep an eye on your group analytics and reflect on how members engage with your content and each other. Facebook has all kinds of cool stats that will help you to understand what your group members like and interact with.
How to do it:
You can access your group insights from both desktop and smartphone. Head to the Group Insights tab to view all kinds of statistics including the group member growth, interaction, and the most popular posts!
What is your most popular blog post? And why?
You can leverage existing content for marketing by changing it from one media form to another. Take your best blog content, for example, and repurpose it into a video series. People have already shown their interest in the subject so it is pretty much guaranteed to be a winner.
Rather than trying to generate new content constantly, let your audience indicate what they're interested in and expand upon that through different mediums.
How to Do it:
Use your website builders’ statistics, Google Analytics, or an app likeBuzzsumo to find your most popular blog posts.
You can leverage existing content for marketing by changing it from one media form to another. Take your best blog content, for example, and repurpose it into a video series. People have already shown their interest in the subject so it is pretty much guaranteed to be a winner.
Rather than trying to generate new content constantly, let your audience indicate what they're interested in and expand upon that through different mediums.
How to Do it:
Use your website builders’ statistics, Google Analytics, or an app likeBuzzsumo to find your most popular blog posts.
Once you have them, you can either turn them intosocial media marketing content, a short course, or a video series.
You can also repurpose some of your blog content to make an entirely new blog. Do you have a group of blog posts that you're always referencing during a discussion on social media? Or are there a few posts that seem to rank well in search engines and get lots of shares?
These are your highlight blogs. Use them to create a listicle blog that new visitors can check out to engage with your top content.
These are your highlight blogs. Use them to create a listicle blog that new visitors can check out to engage with your top content.
How to do it:
Pick some of your best blogs and write a brief intro about them. Explain why they're so popular and how the website visitor will benefit from reading them. Turn that content into its own blog post. You can also create a menu item on your website navigation or on your blog sidebar called "Popular Posts".
Whenever a client comes aboard one of your platforms, whether it is just an email list or a membership sign-up, take the chance to introduce yourself. A short 30-to-90-second video of you saying hello and telling them what to expect will go a long way to building an initial connection.
You can assure them that they have made the right choice and don't suffer buyer’s remorse. It’s also a thoughtful and professional touch that speaks to your brand and customer service. Little pieces of customer service like this go a long way to having a great fitness business that people love to associate with.
How to Do it:
Record yourself or get someone to help you record a very short intro. Nothing fancy. Just you against a blank wall or in your training space and looking professional.
Quickly say hi, thank them for joining, and share your appreciation of their relationship. Also, share your excitement to be a part of helping them reach their fitness goals. That's it. Fitness marketing at its finest.
You can make variations of this onboarding video for different kinds of personal training clients. For example, create a different one for membership sign ups vs people just signed up to your email list. At the end of the video, you can add next-step call-to-actions (CTAs) based on how far along the buying journey the customer is.
You can assure them that they have made the right choice and don't suffer buyer’s remorse. It’s also a thoughtful and professional touch that speaks to your brand and customer service. Little pieces of customer service like this go a long way to having a great fitness business that people love to associate with.
How to Do it:
Record yourself or get someone to help you record a very short intro. Nothing fancy. Just you against a blank wall or in your training space and looking professional.
Quickly say hi, thank them for joining, and share your appreciation of their relationship. Also, share your excitement to be a part of helping them reach their fitness goals. That's it. Fitness marketing at its finest.
You can make variations of this onboarding video for different kinds of personal training clients. For example, create a different one for membership sign ups vs people just signed up to your email list. At the end of the video, you can add next-step call-to-actions (CTAs) based on how far along the buying journey the customer is.
You only get one chance to make a first impression. In the modern world, where everyone is constantly connected, you are always in competition for personal training clients' attention. While there are abundant options available thanks to the internet, people are still people and they just want to connect.
A welcome email when someone joins your list or buys a product/service from you is your first 'personalized' impression. Of course, they've seen your website, etc. but the welcome email is unique for them. Use it wisely.
How to Do it:
Decide what you want to achieve with your welcome email. Our suggestion is to make your new subscriber/customer feel welcome, comfortable, and friendly. Send a conversational email that offers to help them, telling them how to get in touch and what they should expect. Automate this process through your email service provider.
A welcome email when someone joins your list or buys a product/service from you is your first 'personalized' impression. Of course, they've seen your website, etc. but the welcome email is unique for them. Use it wisely.
How to Do it:
Decide what you want to achieve with your welcome email. Our suggestion is to make your new subscriber/customer feel welcome, comfortable, and friendly. Send a conversational email that offers to help them, telling them how to get in touch and what they should expect. Automate this process through your email service provider.
Another onboarding marketing tip is to create an email series that is delivered by an auto-responder when someone joins your list. It can be a video series, email course, or daily links to specific articles.
The key is to make the educational series incredibly valuable for the reader. Teach them something they genuinely want to know. If you help someone solve their problems, they know you are an expert and are more likely to come to you for further help.
How to Do it:
Set up a series of auto-response emails on your email account. Create an opt-in page or box on your website that shows the benefits of signing up for your mini-course. Send people to this page via adverts, blogs, social media, and other outreach. Or simply add the box to your web pages in the sidebar or pop-up.
The key is to make the educational series incredibly valuable for the reader. Teach them something they genuinely want to know. If you help someone solve their problems, they know you are an expert and are more likely to come to you for further help.
How to Do it:
Set up a series of auto-response emails on your email account. Create an opt-in page or box on your website that shows the benefits of signing up for your mini-course. Send people to this page via adverts, blogs, social media, and other outreach. Or simply add the box to your web pages in the sidebar or pop-up.
The Arizona Petrified Forest tested this sign with negative social proof to prevent theft:
Many past visitors have removed the petrified wood from the park, destroying the natural state of the Petrified Forest.
Their findings were shocking. It tripled the amount of theft! It served as evidence that many other people were already stealing from the forest and this made the perpetrators more confident that stealing was “okay.”
So many personal trainers use fear and scarcity to try and get friends, fans, and followers to take action:
Most people don't do this then this terrible thing happens.
If you don’t sign up, your health will suffer.
But what if you're just making it okay for people not to do something because everyone else isn't doing it? Rather, make sure your content is positive and doesn't promote negative norms.
How to Do it:
Use positive and affirming language in your content marketing. Show what you can help clients achieve instead of focusing on highlighting the negatives of not training. A great way to do this is to use progress photos and testimonials from your satisfied clients. The point is to emphasize your capabilities and what potential clients can gain from you as a personal trainer.
Waiting to get yourfitness website perfect before you launch it?
Get things moving as soon as possible. Then tweak, test, and improve. Perfectionism kills progress! I see so many personal trainers waiting to launch services until they have their PT website fully built, or they’ve moved to a new gym, or any number of other hurdles.
Don’t procrastinate! Just start putting stuff out online as soon as you can. You can always improve content later on but establishing your online presence is vital. You will get much further by throwing out something that is 'good enough' and going from there.
How to Do it:
Choose a starting point, build the bare bones of it, and go! Once you're live and getting real-time feedback, test your platform and make changes one at a time. Try different marketing techniques and see if they improve your conversion rates and other metrics. Finding fitness marketing approaches that work is a process unique to you.
You just need to get started and remain flexible.
Get things moving as soon as possible. Then tweak, test, and improve. Perfectionism kills progress! I see so many personal trainers waiting to launch services until they have their PT website fully built, or they’ve moved to a new gym, or any number of other hurdles.
Don’t procrastinate! Just start putting stuff out online as soon as you can. You can always improve content later on but establishing your online presence is vital. You will get much further by throwing out something that is 'good enough' and going from there.
How to Do it:
Choose a starting point, build the bare bones of it, and go! Once you're live and getting real-time feedback, test your platform and make changes one at a time. Try different marketing techniques and see if they improve your conversion rates and other metrics. Finding fitness marketing approaches that work is a process unique to you.
You just need to get started and remain flexible.
People love free stuff. Now, not all free stuff is created equal, and some of the time it can actually damage your personal training business. I'm sure you've received stationary and crap that sits in a drawer somewhere never to be seen again.
Instead, give something away that people will use and is a physical reminder of your business for them and everyone around them too!
A T-shirt is great for this, as people always need clothes to wear to work out.
Instead, give something away that people will use and is a physical reminder of your business for them and everyone around them too!
A T-shirt is great for this, as people always need clothes to wear to work out.
How to Do it:
Use an online t-shirt printing service. Add branded graphics, your logo, and other details. Print and give them away. You get bonus points for making the t-shirts funny or inspirational.
You could even offer an extra incentive by giving a free training session to anyone who wears the shirt and posts a selfie to Facebook or Instagram.
If a t-shirt doesn’t sound ideal to you, think about items that people can use in training. A water bottle, or a sweatband are prime examples. Just make sure it is usable and relevant to training.
Giving away a free eBook is an excellent way to show that you are an expert, offer clients value, and bring them into your world. As a pro, you have lots of incredibly valuable content to share. Just remember to keep in mind where the prospect is at right now and what they will value the most. Then compile it into an ebook and give it away.
How to Do it:
Your eBook needs to be long enough to show your expertise and give value but short enough to leave them wanting more. Give some of the answers away, but not enough that they can just go off and do it on their own. You’d like them to consult you after reading it or continue working with you.
To compile it, you can repurpose all of your fitness blog posts and other high-quality content with little additional effort. Then, add some kind of monetary value. Always put a price tag on it so you can say "Get [title] worth [amount] absolutely free when you sign up." This will prompt people to want their own copy.
How to Do it:
Your eBook needs to be long enough to show your expertise and give value but short enough to leave them wanting more. Give some of the answers away, but not enough that they can just go off and do it on their own. You’d like them to consult you after reading it or continue working with you.
To compile it, you can repurpose all of your fitness blog posts and other high-quality content with little additional effort. Then, add some kind of monetary value. Always put a price tag on it so you can say "Get [title] worth [amount] absolutely free when you sign up." This will prompt people to want their own copy.
Another way to take advantage of people’s love for freebies is to have a social media competition. Give something away to people in return for users sharing or re-tweeting your content, following your page, or tagging their friends. You can build your brand awareness and increase your following like this.
Choose one or two people at random from everyone who enters. And you can follow up with everyone who entered – they're clearly interested in what you do!
Just be sure that whatever monetary value the prize equals the number of new leads you obtain from running the contest.
Choose one or two people at random from everyone who enters. And you can follow up with everyone who entered – they're clearly interested in what you do!
Just be sure that whatever monetary value the prize equals the number of new leads you obtain from running the contest.
How to do it:
Simply create a share-worthy piece of content on your blog, share it on social media, and include your contest terms in the post!
Examples include most shares, most comments, or most replies to someone’s comment for the win. Contestants can have a bit of fun trying to compete with one another while you get more eyes on your page.
Getting noticed is becoming harder than ever as the fitness industry gets more saturated.
Want to talk to bodybuilders? Well, you compete with every huge supplement company, IFBB pro, and 'Arnie wannabe' in the world. Your chances of standing out are slim.
One way to stand out online is to speak to a very specific group of people. You could successfully carve out a spot for bodybuilders in their 50s or female, vegan bodybuilders. Not many other people are creating quality content or providing fitness services for such a specific group of people. You could.
How to Do it:
Finding your niche can often prove difficult. It's tempting to think that narrowing down your target market to a smaller group means you lose out on a whole lot of people you could sell to.
The best way to define your niche is to pick a larger group like bodybuilders and then create smaller, more specific client profiles. This is called customer segmentation. It allows you to target bodybuilders as a large group while also reaching people needing more niche services.
Want to talk to bodybuilders? Well, you compete with every huge supplement company, IFBB pro, and 'Arnie wannabe' in the world. Your chances of standing out are slim.
One way to stand out online is to speak to a very specific group of people. You could successfully carve out a spot for bodybuilders in their 50s or female, vegan bodybuilders. Not many other people are creating quality content or providing fitness services for such a specific group of people. You could.
How to Do it:
Finding your niche can often prove difficult. It's tempting to think that narrowing down your target market to a smaller group means you lose out on a whole lot of people you could sell to.
The best way to define your niche is to pick a larger group like bodybuilders and then create smaller, more specific client profiles. This is called customer segmentation. It allows you to target bodybuilders as a large group while also reaching people needing more niche services.
When something hits the news and everyone’s talking about it across social media, you have a great opportunity. You can join in that conversation and relate it to your products/services. It's going to get traction because it's the hot topic of the moment.
This can help you reach a wider audience and show you’re in touch with new fitness info.
How to Do it:
Set up a Google alert for keywords that you are interested in and check them out as they show up. Jump in the conversation by leaving comments on user posts, writing opinion pieces on industry trends, and using social media tools to engage hot topics.
This can help you reach a wider audience and show you’re in touch with new fitness info.
How to Do it:
Set up a Google alert for keywords that you are interested in and check them out as they show up. Jump in the conversation by leaving comments on user posts, writing opinion pieces on industry trends, and using social media tools to engage hot topics.
Are you ever stuck on subject matter for your high-quality content? The fix is simple: Become an observer. Listen and watch what people do. Take note of things they complain about, discuss, or struggle with and you will have an endless supply of topics people want answers to.
You could do this in the gym, in coffee shops, in restaurants, or on social media. Listen and observe what people say and do so will never be stuck for ideas.
How to Do it:
You could do this in the gym, in coffee shops, in restaurants, or on social media. Listen and observe what people say and do so will never be stuck for ideas.
How to Do it:
- Ask your clients what they would like to read.
- Search social media for questions that get asked.
- Use Google autocomplete to find popular search terms.
Referrals are a great way to drive new business. It's free marketing plus a recommendation from a friend is a huge endorsement, doing much of the selling work for you.
But, it can often be awkward asking for a referral so make sure to manage your clients' expectations early on. In other words, include the fact that you'll be asking for a testimonial in your consultations and your sessions, plus why that referral is important.
How to Do it:
Let your clients know in the first session that you'll ask for a referral if they like your services. Share the benefit of referrals for them:
"Not only do referrals help you move your business forward, but they also help us keep our prices down."
You could also include incentives like special rates for new referrals or referred leads that become clients.
But, it can often be awkward asking for a referral so make sure to manage your clients' expectations early on. In other words, include the fact that you'll be asking for a testimonial in your consultations and your sessions, plus why that referral is important.
How to Do it:
Let your clients know in the first session that you'll ask for a referral if they like your services. Share the benefit of referrals for them:
"Not only do referrals help you move your business forward, but they also help us keep our prices down."
You could also include incentives like special rates for new referrals or referred leads that become clients.
Your prospects will almost always search for competing solutions online. By mentioning your competition on your website, you prevent that search from happening.
Your website visitors will feel like they’ve already done their homework, so they’re more likely to stick with your solution if it fits the bill.
But do it tastefully!!
Don't just create a pricing table that shows why your personal training business is awesome and the competitor should burn to the ground.
Your website visitors will feel like they’ve already done their homework, so they’re more likely to stick with your solution if it fits the bill.
But do it tastefully!!
Don't just create a pricing table that shows why your personal training business is awesome and the competitor should burn to the ground.
How to Do it:
To do this without looking like an overly competitive ass, be sure to include aspects where your service differs from your competitors. These could even be drawbacks in your own service. You'll find that you can even give the cons a positive spin.
Explain that your offering doesn’t include a particular feature because you focused more attention on another area — one that’s more important to your target audience.
By focusing on your drawbacks and not your competitors, you portray confidence in your product instead of pettiness toward the other business.
If you want to send traffic back to your website and network with industry-related businesses, regularly comment on their blogs. This works best if you network with people who are not your direct competitors. Find sites with potential customers who may need your services.
For example, try interacting with wedding photographers and supplement companies.
Plus, commenting on other sites and linking back to your own site is great for your position in Google search results. But, it must be tastefully done or you risk getting flagged for spam due to poor marketing.
How to Do it:
Leave thoughtful and engaging comments and the author is more likely to send traffic to you. Plus some of their readers may click through to your site, right from the comment.
For example, try interacting with wedding photographers and supplement companies.
Plus, commenting on other sites and linking back to your own site is great for your position in Google search results. But, it must be tastefully done or you risk getting flagged for spam due to poor marketing.
How to Do it:
Leave thoughtful and engaging comments and the author is more likely to send traffic to you. Plus some of their readers may click through to your site, right from the comment.
Make your Facebook ads even more effective by qualifying those who see and click on your ads.
If you’re paying for ads to get traffic to a particular page on your site, you can identify those who are almost ready to buy. People often download stuff when they’re looking for more reasons to support the decision they’ve already made in their heads. If they click on your ad, it means they want to find out more.
They’re already a step closer to purchasing so you can follow up and take them further down your personal training sales funnel.
If you’re paying for ads to get traffic to a particular page on your site, you can identify those who are almost ready to buy. People often download stuff when they’re looking for more reasons to support the decision they’ve already made in their heads. If they click on your ad, it means they want to find out more.
They’re already a step closer to purchasing so you can follow up and take them further down your personal training sales funnel.
How to Do it:
- Add a free giveaway to your services page with a title like “5 Reasons You Should Hire Us” or “5 Stories from Satisfied Clients". The giveaway is for those who are interested but looking for more reasons to sign up.
- Add a Facebook tracking pixel to the thank you page which users are directed to download after signing up. E.g /thanks-for-downloading
- Sit tight while Facebook creates a highly qualified audience of people to advertise to for you.
- You can now send ads to people who are quality leads. They've shown interest in your service by visiting the services page and they've downloaded your content. Next step: become a client.
This is simply an informal agreement where you and another business/person promote each others' content, when it makes sense, to your respective target audiences. Businesses you might consider doing a promotional swap might include hairdressers, beauty salons, health food restaurants, and even other personal trainers!
How to Do it:
Approach complementary businesses and ask if you can promote their content for them. When you have something that their audience might like, ask them if they will promote it for you.
By reaching out first and doing them a favor, they're more likely to help you out. You can also highlight the benefits of collaboration by illustrating how you have access to an audience they could convert.
How to Do it:
Approach complementary businesses and ask if you can promote their content for them. When you have something that their audience might like, ask them if they will promote it for you.
By reaching out first and doing them a favor, they're more likely to help you out. You can also highlight the benefits of collaboration by illustrating how you have access to an audience they could convert.
Sometimes people will like what you're doing and want to consume as much of your products/services as they can. A simple upsell email can often generate new business that is almost entirely profitable.
For example, if someone buys a training program online, would they like a nutrition plan to go along with it? You don't know until you ask!
How to Do it:
Set up an auto-responder email to present an 'upsell offer' after someone makes a purchase. Don't be pushy and only offer something that makes sense for the person to buy.
The two purchases should be complementary to each other. Even better if it is a no-brainer for them to get both and exponentially improve their fitness outcomes.
For example, if someone buys a training program online, would they like a nutrition plan to go along with it? You don't know until you ask!
How to Do it:
Set up an auto-responder email to present an 'upsell offer' after someone makes a purchase. Don't be pushy and only offer something that makes sense for the person to buy.
The two purchases should be complementary to each other. Even better if it is a no-brainer for them to get both and exponentially improve their fitness outcomes.
Search engines are a vital element of your digital marketing. This is where potential clients go to search for services like yours. You want to be among the top results that Google recommends when people look up personal training services. To have a good Google or search engine ranking, you need to get yourkeywords right and optimize for them.
What makes for a good keyword? It must have a sufficient search volume to reach a wide audience of people but small enough competition that you can rank highly for it. The time and cost it will take to rank for a keyword will depend on the level of competition and search volume.
What makes for a good keyword? It must have a sufficient search volume to reach a wide audience of people but small enough competition that you can rank highly for it. The time and cost it will take to rank for a keyword will depend on the level of competition and search volume.
How to Do it:
Use Google's keyword tool, SEMRush, andother keyword finders to learn what people are searching for. You can find keywords specific to your niche, location, and other filters.
Slip the keywords onto your personal trainer website and into your content marketing. You can then add them to your page title, headings, and subheadings. You should also add them to technical components like metadata, alt text, and more. This will boost your search engine optimization almost instantly.
A bounced visitor is someone who lands on your website, shows mild interest, but isn't ready to buy or even get in touch yet. It's important to remain in the minds of these bounced visitors. When they are ready to commit to your services, you should make it easy for them to find you again.
Plus, they should trust your personal training services even more due to their previous and constant awareness of your brand.
How to Do it:
First, you'll need a Facebook pixel installed on your website. You can get yours by clicking on the Adverts tab on your Facebook page.
Once your pixel is installed you can create a custom audience. For this fitness marketing hack, you'll need to create a custom audience for anyone who lands on your website. You can then serve these people ads later directing them to your blog content.
Plus, they should trust your personal training services even more due to their previous and constant awareness of your brand.
How to Do it:
First, you'll need a Facebook pixel installed on your website. You can get yours by clicking on the Adverts tab on your Facebook page.
Once your pixel is installed you can create a custom audience. For this fitness marketing hack, you'll need to create a custom audience for anyone who lands on your website. You can then serve these people ads later directing them to your blog content.
Stories sell. A story makes what you say more interesting, emotional, and relatable to the reader. People connect better to stories than with cold, hard facts and statistics. Narratives make it easier for them to link what you're saying to how it impacts them.
Tell a story and people understand. Humanity has used stories to influence people since time began. You can write, audio or video record your stories. Whatever you feel comfortable with.
How to Do it:
If you don't have a blog already, now is the time to get one. Whether your medium is video, sound, or writing, a blog page is the best place to organize your work and thoughts.
You can even combine mediums, writing text and breaking it up with video or audio embeds and images.
Tell a story and people understand. Humanity has used stories to influence people since time began. You can write, audio or video record your stories. Whatever you feel comfortable with.
How to Do it:
If you don't have a blog already, now is the time to get one. Whether your medium is video, sound, or writing, a blog page is the best place to organize your work and thoughts.
You can even combine mediums, writing text and breaking it up with video or audio embeds and images.
Visual infographics are another way to share valuable content and people love them! They're easy to consume and read, visually appealing, easy to share, and 'info-taining' (informative and entertaining).
A nice way to introduce people to your content is to create an infographic highlighting a couple of key facts/points. The graphic can then link to a video post exploring this in more detail. This works well on social media platforms like Pinterest, Instagram!
How to Do it:
Highlight a couple of key points/facts from your blog content. Turn it into an infographic which you share via social media posts. Here's one we created to help personal trainers create an awesome website.
A nice way to introduce people to your content is to create an infographic highlighting a couple of key facts/points. The graphic can then link to a video post exploring this in more detail. This works well on social media platforms like Pinterest, Instagram!
How to Do it:
Highlight a couple of key points/facts from your blog content. Turn it into an infographic which you share via social media posts. Here's one we created to help personal trainers create an awesome website.
Have a new product or service in mind? One of the best ways to create, perfect, and sell your new product is by doing a soft VIP launch to your subscribers and clients.
How to Do it:
Decide what personal training services and products you want to offer and put some feelers out for interested people. These will be your testers as you build the program. You can build it as you go and have people test your product out in real-time.
This allows you to make sure it is something people want and you can incorporate feedback into the program as you go. This is both efficient and cost-effective.
In exchange for the special rate, ask them for feedback and testimonials, and case studies to use in the marketing. By having people use the program, you will learn what they perceive the biggest benefits of it are. These are your main selling points when you market it to a wider audience. As you come to the end of the building phase, roll out the marketing for a new audience.
How to Do it:
Decide what personal training services and products you want to offer and put some feelers out for interested people. These will be your testers as you build the program. You can build it as you go and have people test your product out in real-time.
This allows you to make sure it is something people want and you can incorporate feedback into the program as you go. This is both efficient and cost-effective.
In exchange for the special rate, ask them for feedback and testimonials, and case studies to use in the marketing. By having people use the program, you will learn what they perceive the biggest benefits of it are. These are your main selling points when you market it to a wider audience. As you come to the end of the building phase, roll out the marketing for a new audience.
Over half of web usage is on mobile devices now and that continues to grow. If your website is not mobile-responsive, when people try to access it on their phone or tablet it will cut off the site. This results in a horrible user experience and hurts your Google rankings, too. Make your site mobile-responsive to ensure it looks great across all devices.
How to Do it:
Go to theGoogle Mobile Page Test and enter your website address. Google will analyze your website and give you a score and recommendations on how to fix any mobile issues if there are any. You can also work with a website building agency, service, or software provider to improve website responsiveness issues.
How to Do it:
Go to theGoogle Mobile Page Test and enter your website address. Google will analyze your website and give you a score and recommendations on how to fix any mobile issues if there are any. You can also work with a website building agency, service, or software provider to improve website responsiveness issues.
This is like a testimonial on steroids. A review or testimonial from an authority figure such as an influential blogger or media personality will increase the strength of your brand.
Of course, this may not be possible when you're just starting. Start by putting your revolutionary product or idea in front of as many people as possible to build your brand status. As you grow, you can approach influencers and other figures for collaboration.
How to Do it:
Use Buzzsumo to find influential bloggers and media personalities in your area. Or contact them via their social media accounts. Ask to work with them for an honest review. You can pay them with products or services if you don’t have the budget to include them in your marketing finances.
Of course, this may not be possible when you're just starting. Start by putting your revolutionary product or idea in front of as many people as possible to build your brand status. As you grow, you can approach influencers and other figures for collaboration.
How to Do it:
Use Buzzsumo to find influential bloggers and media personalities in your area. Or contact them via their social media accounts. Ask to work with them for an honest review. You can pay them with products or services if you don’t have the budget to include them in your marketing finances.
A round-up post is a great way to connect with complementary businesses and build authority and value with your readers. Gather guest comments from several experts on the topic.
For example, you might write a post about running performance, featuring a running technique coach, podiatrist, exercise physiologist, and county-level runner.
This will be immensely valuable for your audience, and the individual contributors will usually share it with their audience, expanding your reach.
How to Do it:
Do your research and create a great, in-depth list of experts based on the topic you’ve chosen. Contact the individuals and ask them to give a comment or two for your blog. You can make this an exchange by offering to contribute something to their platform. It’s a win-win for everyone.
For example, you might write a post about running performance, featuring a running technique coach, podiatrist, exercise physiologist, and county-level runner.
This will be immensely valuable for your audience, and the individual contributors will usually share it with their audience, expanding your reach.
How to Do it:
Do your research and create a great, in-depth list of experts based on the topic you’ve chosen. Contact the individuals and ask them to give a comment or two for your blog. You can make this an exchange by offering to contribute something to their platform. It’s a win-win for everyone.
Another great way to collaborate, expand your online audience, and boost your search engine optimization (SEO) ranking, is by guest blogging on complimentary websites. A guest post will introduce you to a larger audience. This allows them to consume your content, click back to your website, and find out more about your customers. They could become regular consumers of your content and, even, converted customers.
How to Do it:
The best way to do it is to find non-competitive complementary businesses and try building relationships with them. People such as nutritionists, yoga teachers, and massage therapists, are great for personal trainers to partner with.
Be prepared to offer them something first though. Always approach someone with an answer to the question, “What's in it for them?”. You can cross-promote each other by exchanging guest posts on each other's sites. The backlinks to your site will also help your search engine optimization and ranking – win-win!
How to Do it:
The best way to do it is to find non-competitive complementary businesses and try building relationships with them. People such as nutritionists, yoga teachers, and massage therapists, are great for personal trainers to partner with.
Be prepared to offer them something first though. Always approach someone with an answer to the question, “What's in it for them?”. You can cross-promote each other by exchanging guest posts on each other's sites. The backlinks to your site will also help your search engine optimization and ranking – win-win!
Beyond just promoting each other's products, you can officially partner up with a complimentary business. Have a component of your product or service incorporated with their product/service and vice-versa. Official partnerships are also one of the best ways to ensure your partner doesn't just promote your competitors.
How to Do it:
Partner up with, say, a massage company and offer a free training session to anyone who buys a series of massages. They could offer a free massage to your clients who buy a training package. This will lead to you both picking up new long-term clients.
How to Do it:
Partner up with, say, a massage company and offer a free training session to anyone who buys a series of massages. They could offer a free massage to your clients who buy a training package. This will lead to you both picking up new long-term clients.
How to do it:
As well as adding how many people you've helped, video testimonials and other social proofing, don't forget the basics like having share buttons on your website.
Seeing a post or page has been shared already encourages others to share and will massively expand your social reach.
If you have a starter service that you'd usually offer for free, consider charging a very small fee to reduce time wasters.
Two reasons: people value what they pay for (even if it is only a small amount) and it gets your clients over the "payment barrier". This makes it much easier for them to upgrade when they see the amazing value you offer.
How to Do it:
Consider adding a small fee for your introductory session or first consultation. Rather than making these free, charge a small amount. People who are happy to give you their hard-earned money in exchange for advice are your perfect clients. These people will more than likely be your ideal clients and now that they've paid and you've delivered, they trust you.
Two reasons: people value what they pay for (even if it is only a small amount) and it gets your clients over the "payment barrier". This makes it much easier for them to upgrade when they see the amazing value you offer.
How to Do it:
Consider adding a small fee for your introductory session or first consultation. Rather than making these free, charge a small amount. People who are happy to give you their hard-earned money in exchange for advice are your perfect clients. These people will more than likely be your ideal clients and now that they've paid and you've delivered, they trust you.
When it comes to email, your subject line is the single most important piece of text. A good subject line will intrigue and compel people to read the email. An average or bad subject line means people will not even open the email no matter how good the content inside is.
You can test different subject lines using your email service to see what your readers respond best to. The key is to make it interesting, compelling, exciting, or deliver a clear benefit that the reader desires.
How to Do it:
Run an A/B test to try out different kinds of subject lines and figure out a formula for success. Then, use your findings in the future to guide the decisions you make regarding headlines.
You can test different subject lines using your email service to see what your readers respond best to. The key is to make it interesting, compelling, exciting, or deliver a clear benefit that the reader desires.
How to Do it:
Run an A/B test to try out different kinds of subject lines and figure out a formula for success. Then, use your findings in the future to guide the decisions you make regarding headlines.
Want to create video training but not be on camera? Sometimes it's easier to get our point across by talking rather than writing when you need to show something as well. Use a screencast feature to record your screen.
How to Do it:
Set up a Google Hangouts account and connect it to your YouTube account. Create a hangout and record the screen. It will upload to YouTube, giving you complete quality content that’s immediately live online almost as soon as you finish talking.
For the visuals, play a slideshow of teaching tools, record as you navigate your website, or write something. Then record a live voice-over as you slide through infographics, navigate or type on the screen.
How to Do it:
Set up a Google Hangouts account and connect it to your YouTube account. Create a hangout and record the screen. It will upload to YouTube, giving you complete quality content that’s immediately live online almost as soon as you finish talking.
For the visuals, play a slideshow of teaching tools, record as you navigate your website, or write something. Then record a live voice-over as you slide through infographics, navigate or type on the screen.
Which converts better: 'Free Trial' or 'Money Back Guarantee'?
Niel Patel from Quick Sprout tested this. He replaced all of the money-back guarantee badges with free trial badges and placed a “30-day free trial” offer on every page. He was able to boost signups by 116%.
Why? Probably because the client has nothing to lose making the barrier to entry very low.
How to Do it:
Ensuring your potential clients have "nothing to lose" by signing up with you can prove tricky, especially when you do have something to lose. Your time.
Try to have a low barrier-to-entry service like group training, where they can come for free to try it out. If they like it, they commit. If one person doesn't, you’ve got an entire group of people that could still sign on.
Niel Patel from Quick Sprout tested this. He replaced all of the money-back guarantee badges with free trial badges and placed a “30-day free trial” offer on every page. He was able to boost signups by 116%.
Why? Probably because the client has nothing to lose making the barrier to entry very low.
How to Do it:
Ensuring your potential clients have "nothing to lose" by signing up with you can prove tricky, especially when you do have something to lose. Your time.
Try to have a low barrier-to-entry service like group training, where they can come for free to try it out. If they like it, they commit. If one person doesn't, you’ve got an entire group of people that could still sign on.
People tend to follow what other people are doing more willingly than going at something alone. If they can see that people trust someone and their services, they’re more likely to believe they can help them, too. To build trust and brand legitimacy, include social proof elements on your website.
How to Do it:
Ensure you highlight how you help your clients on your website. Incorporate case studies into your writing, use testimonials, and add before-after images. You can also slip it into your copy like this: “We have trained 164 people this year, helping them to...”
Also, remember to include share buttons on your website. Seeing proof that a post or page has been shared already encourages others to share and will massively expand your social reach. It also indicates that you have active visitors to your personal trainer website.
Webinarjam made $3 million in five months. One of their tricks to achieve this is the discounted sales button. They don’t actually list the price. All they show is the old price crossed out with a 40% off notice ($497 save 40%).
What’s 40% off of $497?
It’s easier to click to find out.
How to Do it:
Instead of listing the price and the discounted price, show the old price, cross it out, and place the discount percentage next to it.
What’s 40% off of $497?
It’s easier to click to find out.
How to Do it:
Instead of listing the price and the discounted price, show the old price, cross it out, and place the discount percentage next to it.
There's an incredible amount of data about your audience online. The more you know about your prospects, the more you can tailor your messaging to them and the easier you will find them online. The easiest way to find out more about your clients is to simply ask them.
How to Do it:
People love to answer questions about themselves. Create a survey or poll on social media with questions about what they need and expect from a trainer. You can even quiz them on some fitness knowledge and training terminologies to generate more engagement.
You'll have some fun, get more eyes on your business, and get loads of feedback about how your potential clients really feel about your service.
How to Do it:
People love to answer questions about themselves. Create a survey or poll on social media with questions about what they need and expect from a trainer. You can even quiz them on some fitness knowledge and training terminologies to generate more engagement.
You'll have some fun, get more eyes on your business, and get loads of feedback about how your potential clients really feel about your service.
Do you have a lead magnet or eBook for potential clients? Target them with specific messages in Facebook ads to increase brand awareness and connect with those who don't always open your emails.
Plus, you can create lookalike audiences to create a larger audience of people who are just like the people who signed up for your list!
How to Do it:
Now you can create new ads for this custom audience.
Plus, you can create lookalike audiences to create a larger audience of people who are just like the people who signed up for your list!
How to Do it:
- Click the Ads tab –> “Tools” –> “Audiences”
- Create Audience" –> "Custom Audience" –>"Customer List" –> "Copy and paste your customer list"
- Paste the email addresses from your list.
- You need to add at least 30 entries.
Now you can create new ads for this custom audience.
It's possible, and often tempting, to 'oversell' online, having loads of text, information, photos, and benefits clogging up your website. These things are all great but depending on what you are selling, and to who – they may not be necessary.
Sometimes, simple is better and you should get right to the point. If you're testing your conversions, try a sales-heavy page with lots going on versus a very simple and clean one with major points.
Check out this one we created for the Institute of Personal Trainers:
Sometimes, simple is better and you should get right to the point. If you're testing your conversions, try a sales-heavy page with lots going on versus a very simple and clean one with major points.
Check out this one we created for the Institute of Personal Trainers:
How to Do it:
Create an A/B test of your web page, using only the key selling points. A short-form sales page with a headline, intro, and five bullets is all you need.
Love them or hate them, motivational quotes do the rounds on social media daily. Instead of sharing someone else's, why not create your own?
Creating your own graphics means you can say it how you want to say it. Plus, you can brand the graphic to your business with your logo and colors!
How to Do it:
Create a graphic (original photography is best). Add a quote and brand it. Share it across social media platforms.
Creating your own graphics means you can say it how you want to say it. Plus, you can brand the graphic to your business with your logo and colors!
How to Do it:
Create a graphic (original photography is best). Add a quote and brand it. Share it across social media platforms.
Twitter (now X) can be a powerful marketing tool for personal trainers when used correctly. A Twitter Space is where a group of Twitter users meet at a predetermined time to discuss a certain topic. It is an audio-based feature much like a live podcast forum.
You can organize or jump on an existing Twitter Space where you chat about all things fitness. Lead your existing audience to the chat to learn from you and engage other Twitter users along the way. This helps you gain exposure and attract interested participants at once.
How to Do it:
Start by searching for some Twitter (now X) chats and joining in to see how it works. Then, build up to hosting your own around relevant fitness topics and industry trends.
You can organize or jump on an existing Twitter Space where you chat about all things fitness. Lead your existing audience to the chat to learn from you and engage other Twitter users along the way. This helps you gain exposure and attract interested participants at once.
How to Do it:
Start by searching for some Twitter (now X) chats and joining in to see how it works. Then, build up to hosting your own around relevant fitness topics and industry trends.
Facebook is the most sophisticated and complete advertising platform available today.
They have a huge amount of data about people so you can be very specific in who you target. This makes what was once a case of casting a large net and hoping for a 1 – 2% return, a complete science. You can get incredible response rates when you get your targeting right.
How to Do it:
Using your Facebook page insights of the people who like your page, you can see which other pages they like. You can access their demographic information and then target advertising based on this data. This will help you find the people who are most likely to be interested in what you have to offer.
They have a huge amount of data about people so you can be very specific in who you target. This makes what was once a case of casting a large net and hoping for a 1 – 2% return, a complete science. You can get incredible response rates when you get your targeting right.
How to Do it:
Using your Facebook page insights of the people who like your page, you can see which other pages they like. You can access their demographic information and then target advertising based on this data. This will help you find the people who are most likely to be interested in what you have to offer.
Step-by-Step Method:
- Go to theFacebook Audience Insights tool.
- Type in an interest related to your page in the Interests tab.
- Click on the 'Page Likes' Tab.
- See the other pages that the audience (your audience) are fans of.
Final Thoughts
A comprehensive personal training marketing plan is an essential tool to help you connect with potential clients and reach your target audience. When you put consideration into your marketing materials and generate innovative personal training marketing ideas, you come a step closer to your target audience.
The 48 tips above are some of our fitness expert marketing techniques to help you improve yourpersonal training marketing strategy. You can use them to really leverage your online platforms, maximize your social media presence, and much more.
Reach your business goals with a software partner skilled in personal trainer marketing strategy. Justcontact us today.
The 48 tips above are some of our fitness expert marketing techniques to help you improve yourpersonal training marketing strategy. You can use them to really leverage your online platforms, maximize your social media presence, and much more.
Reach your business goals with a software partner skilled in personal trainer marketing strategy. Justcontact us today.