As a fitness instructor, you know that running a successful business can be hard work. It requires long hours and commitment to see results, especially when you are starting.
You have probably been thinking about moving your business online for quite some time now, but the thought of it is overwhelming. You need to take care of so many things to create an effective online presence, such as social media management, email marketing campaigns, blogging, and more. The problem with this is that most people who start their businesses don't have any experience in digital marketing strategies. They end up spending way too much money on creating ineffective websites with poor messaging.
We created this blog post specifically for people like yourself who want to get started with digital marketing but feel overwhelmed by all the steps involved.
We're going to explore 10 different successful strategies for online marketing in the fitness industry!
To grow your business online, you need first to define what fitness niche you want to serve.
There are many different categories of fitness that attract their own set of clients. Make sure you know which one is perfect for your business before moving forward with any marketing strategies or messaging.
Some fitness niche examples are:
-Exercise routines for seniors or the disabled
-Running workout programs to help with your marathon training plan
-fitness for children
When thinking about defining your niche, be more specific than things like "yoga" or "weightlifting." When marketing online, you need to target people specifically and know what they want.
People buy solutions to their problems. People love buying things that are fun or make them feel good and solve a problem they have. So when you're marketing to your client, remember this important point: people buy solutions, not products!
In the fitness industry, a lot of the time, the instructor looks at themselves as the product. Positioning yourself as the product is a big mistake! The instructors should be viewing themselves as the solution to their customer's problems.
The more specific you can be about the problem your client is facing, the better chance of them coming back for more. You will see more success when you can position yourself as a solution and not just another product on the shelf.
Having a website for marketing is crucial because it's the first place people look when they need your product or service. Your site can also help you repeat business, and it allows you to invite people into your business.
Messaging is critical when it comes to your website!
People's initial instincts with websites are to try and explain their entire business to their customers. This tactic will not help you grow.
You need to think of your website as a person at a cocktail party.
People think of themselves; first, it's normal. When someone approaches your website at that cocktail party and the website starts talking about themselves, do you think that person will be interested in getting a card?
Your website needs to quickly communicate to your customer what it can do to solve a specific customer's problem. If your customer can't understand how you will help them in 10 seconds, your website will be ineffective.
Collecting emails is vital for communicating with potential clients and your current clients.
I am going back to the cocktail party analogy. When your website has created interest in the person, they now wonder how you could potentially help them.
Keeping in touch is where giving them something for free in exchange for their email is crucial.
Don't offer them to sign up for your email list or newsletter. Give something that helps your potential client solve a problem and show them that you can solve it.
As a fitness instructor, this should be easy. Some examples are:
- A 15-minute workout plan.
- An article with the 'Top Ten' mistakes that people make in their workouts
- an introduction to a new fitness class you're teaching.
Content like this is something they will enjoy and want more of, so they are more likely to pay attention when you follow up with more emails.
After you collect the email addresses of your website visitors, it is essential to follow up with them. If you don't have a program that does this for you, manually send out emails every week, at the least.
Remember to email the information that they will find valuable. You should send emails that promote classes and services but make sure that isn't the only thing you send.
Nurture your relationships with valuable free content that will help them towards their goals.
YouTube is a social media platform that you can use to share your fitness expertise with the world. You will need to create an account and upload videos of yourself teaching classes or demonstrating exercises, but once you have set up everything, it's easy to do this every week!
You want to make sure that you are coming across as an expert in your field but not too serious or sales-focused. The best videos will have a mix of educational content with some humor thrown in for good measure!
It can be intimidating to start your channel, and you may think you need to have the best lighting and gear. However, when you first start, it's more about building the content publishing muscle (pun intended).
Posting on YouTube is a great way to bring awareness to you and your fitness classes, as well as drive traffic to your website. However, when you first start posting, don't expect to see many views.
You will need to post regularly. Once a week would be the minimum, but if you want to see your channel grow, try posting 3-4 times a week.
Those who have the stomach for it posting one video a day for 90 days will grow your channel quickly (this is challenging and not for the faint of heart!)
Have fun with it and remember that posting is more important than perfection.
Using social media to build brands is all the rage these days. But don't get sucked into the "hustle."
Social media is essential, but it isn't necessary. Be strategic with what platform(s) that you want to utilize and focus your efforts there.
Play to your strengths. If you have photography skills, then focus on Instagram. If you are witty, fun, and creative, then try a platform like Tik-Tok.
It's also essential to be aware of why people are going to these platforms and create content that makes sense to the user's intent. Study the site and become a user before you become a content publisher.
Remember that viral is not a strategy. You will have to put time into these platforms, so choose the one you know you can stick with.
You should incentives your current students with a referral program.
A student referral program gives students an incentive to refer new potential clients your way by offering them a discount or other bonus for their friends who enroll in one of your classes.
It's word-of-mouth marketing on steroids (which you know you should never do!) instead of you having to spend lots of time networking yourself.
You may find someone who is social and a great go-getter in your classes that could become a significant asset towards bringing you, new clients.
Think of it as a marketing campaign with zero dollars spent on advertising.
For example, your student referral program could offer the new client referred by a current student 50% off their first month's membership and 50% off for the person who referred them.
You can get creative with referral systems. Always remember to try and find a win-win, so the person doing the referral feels like it's worth their time.
One of the most important things you need to do when running a workout class is building customer testimonials. People want to know that they aren't the first person to jump on your offer. You want to prove your legitimacy by showing previous success stories and building trust so customers can feel confident in your knowledge and ability.
It's important to have photos and reviews of your work online as well. This way, not only can you show off how great the workout was for potential clients, but they'll know that people are doing it!
Make sure to get permission to use these testimonials and use them on your website.
To get the clients you want, your customers must see you as an authority on fitness. This is why it's essential to connect with other people in the industry who have their own audiences.
Finding ways to help other people doing similar things to you will help build up your network and give you more growth opportunities.
For example, you can offer to do guest posts for other fitness blogs. You could also provide help to a part of their business where it's lacking (if you are a good designer, help them with some branding or imaging for their website or social posts).
Whatever it is, make sure that you are approaching them with some type of value.
This will take some work, but if you can partner with others in the industry, you will see greater success.
Just like in fitness, you aren't going to see any progress if you don't take action. These 10 steps should get you moving towards a successful online marketing strategy for your fitness business.