Tried and Tested Tactics to help you Maximize your Marketing ROI
Once you've defined your differentiator—what makes you different from the PTs in your gym, city, or accounts you see on social media—it's time to build and hone it with these strategies:
- Invest in a really good website. When people search for anything these days, they start with Google, and the same is true of any PT business. There are lots of online platforms that will enable you to set up your own website, but it’s worth investing in a professional, if you can. They’ll make sure it’s got great SEO, navigation and contact
- Make sure people can find you on social media. Use these platforms to drive potential clients to your website, to communicate and converse, and to keep tabs on what’s happening in the PT industry.
- Showcase yourself as an expert — no-one else has your mix of skills. You need to make sure they’re clearly visible, so that potential clients see you as a star of the PT world, an expert in what you do with measurable results.
- Harness appropriate technology — not only will this make your business more efficient, but it helps you to build a better relationship with your clients.
- Form alliances — if your business is based out of a gym, you’ll need to come to an agreement with the gym’s owner. That relationship can be crucial to your success, because if you’re providing a top-level service to your mutual clients, the gym will promote your PT business as part of their services.
Remember: there’s a lot of choices out there when it comes to personal trainers. That’s why establishing and promoting your competitive advantage is essential.
How to Define Your Customer Base
Consider your target client — you've determined their age, work background, location, motivation and goals. The next step is to use these characteristics to create the ideal customer profile to drive your marketing tactics. Marketing to everyone is the same as marketing to no-one, as you simply can’t cut through the noise. Figure out what your ideal potential clients want to know and give them that information.
Next, list how your best clients prefer to be contacted, and what worked when you originally marketed your PT business to them. Using the profiles of these ideal clients, you’re in a better position to find more that match. Set a marketing budget and develop a shortlist of targets that have potential for your PT business.
Why You Need to Generate Positive Word of Mouth
This is one of the simplest tools available to attract new clients, and the most effective. For a service-based business like a personal trainer, what people think of you is key to gaining new clients and retaining existing ones. Studies show that while 75% of people don’t trust advertising, 90% believe in recommendations from friends.
Word-of-mouth referrals flow when your existing clients get outstanding service and value from you, so it’s crucial to provide an outstanding customer experience that not only delivers results but does it in a way that they find enjoyable.
Start Gathering Client Testimonials
This is a more formal version of the word-of-mouth tip above. When you’ve had a particular success with a client — hitting a goal weight, winning a competition, completing a programme — ask them if they’d be willing to provide you with a testimonial you can put on your website. There are two key ways to do this:
- A simple quote — you can transcribe it and include it on your website in a prominent spot, so that when potential clients land on your website, a glowing testimonial from a satisfied and happy client is the first thing they see.
- A case study — these are client success stories that are detailed accounts of the journey you and that client have been on together.
Don’t be afraid to ask your clients to share their success to help grow your business. More often than not, they’re happy to not only help you in return for helping them, but it’s an opportunity for a bit of mild showing off. And why shouldn’t they when they’ve worked so hard to achieve their goal?
Share Your Expertise—Offer Tips & Tricks
Spending time with your clients and charging them for the benefit of your expertise is one thing and of course, the end goal. But to attract new clients it’s a good idea to offer them something upfront on your website, for free. This could include:
- Regular how-to videos, such as demonstrations of effective weightlifting or swimming techniques.
- A meal planner that clients can tailor to suit their goals.
- Demonstrations of, and your thoughts about, a new product such as new athleticwear brands or fitness equipment.
- A regular blog on your website.
All they need to do to access your expert advice is provide their contact details. This is an effective way of growing your email list, so that you can tell them about a new service you’re offering, or a discount, e.g. buy a block of classes and get a special deal.