There is plenty of noise in the fitness industry―kind of like an annoying mosquito that keeps buzzing around your ears. It seems like every second ad is someone trying to sell you their “bulletproof method to success”. We aren’t saying those methods don’t work. We are just saying, if it seems too good to be true, and they’re asking for a lot of money―use a bit of common sense.
But here it is. If you’re a newbie PT, without an existing follower base―one post about you deadlifting isn’t going to get you leads.
The team at Content Marketing Institute (they are like the Mr. Miyagi of content strategy) summarise social media perfectly, in their article about social media strategy―which you can read here.
Screenshot this because it’s important: who you are as a personal trainer and what you stand for, is what you should post online (known generally as branding).
Successful marketing for personal trainers, to get leads, starts with creative and different forms of content that tells your story.
A hypothetical example is, if you’re the weight loss person ― sharing your story about how you lost weight, or how you helped other people lose weight will drive organic traffic to your socials. Doing this consistently and adding your unique insight will create a niche.
So, to get your first clients on social media, you must know what story you’re going to tell (and is it niche) to succeed as a solopreneur in the fitness industry.
Most of you are across Insta, Tiktok, Facebook, YouTube, and whatever else is rising in popularity. And you all know how to use them. What I want you to understand is this: goals and data should drive which channels you should use.
Starting with your goals is important. Follow the SMART Goal setting framework is a great start. To summarise, it means that your goals should be achievable, and specific, and within a time frame that you can measure the results.
What this means is (as an example): if you’re wanting to work with women between the ages of 30-50 that are interested in powerlifting―then the question is how do you reach them, and what does success look like.
Each social media channel has different data points. And you can only access them if you make a business account.
So, if you’re targeting those women, how do you do it to get leads. Well maybe the first goal is to check out where they hang out the most. Look for relevant hash tags on Instagram, or google blog posts, or even photos on Flickr and follow them through to each fitness blog.
The next goal might be to post three things a week. It’s important to understand that if it’s a photo/video-based platform, most people aren’t going to read a paragraph in the post description. So, tell your story through the intended medium.
Some posts will be better than others in terms of organic traffic. And that’s ok. But use the posts that do well to create additional content with your point of view.
Hang tight almost there. Most people pick a personal trainer because of a human-to-human connection. Show case your personality. Whether you’re funny, or down-to-earth, or are into mental health. There is a reason why people choose to work with a PT instead of a machine. They want someone to understand their fitness and wellbeing goals.
By having SMART goals, and analysing which posts are fire and which aren’t―you’ll be on your way to be an authority in your niche, and starting to generate organic leads.
In business there are a few cliches. Like business is about making friends. Not all people are going to want to be your friend and that’s ok. The Queensland Government summarized an article, perfectly, by the Harvard Business Review, and you can read it here.
It says, there are different network types, and you should learn how to work with each type. In your very first few months as a new personal trainer, your business plan should start with people you trust.
This means talking to your immediate personal network, and then branching out from there. Whether that be your family, your friends, or your local coffee shop. Talk to them about your why, and your niche.
Networking is a human skill. It’s a conversation. A back and forth, with active listening and building trust.
The more you talk to people, and make friends, the more likely they will refer people to you.
Networking in the fitness industry, doesn’t just mean go and talk to every supplement store in a 5km radius―although it’s a good idea to connect with supplement stores. There are some things you can do to be more strategic with your personal training marketing.
It’s about offering value for value.
Building on the example above: if you wanted leads for women between the ages of 30-50 that are interested in power lifting―you might go and say hello to the various hairdressers in the area. You might say (after establishing rapport), hey I’ll give every new lead of yours a free 20 min session, and for every new lead of mine they get 20% of their next cut.
Be prepared for people to say no. And that’s ok. The beauty about networking is that you’ll find people who you really click with. Networking in fitness, is not about how many people you know, it’s about the quality of the relationship. The 80/20 rule. Don’t spend 80% of your effort for only 20% of your income.
There you have it. To be a successful solopreneur, fresh out of fitness colleges there are no quick solutions. But with SMART goals, and knowing your story, the leads are there. Go get them!