Get online
The internet is generally the first place people turn to when they are
gathering information, so make sure you have a strong presence online.
Your own website
Your website can be a great source of leads, so ensure it has a
modern design, is up to date, mobile friendly, easy to navigate and
has all your contact details. You should also have a variety of ways to
capture leads’ details, such as a pop up form for people to add their
email address to receive your blog or newsletter, or a super simple
contact form so people can request more information.
Get social
Ensure you are on Facebook, LinkedIn, Twitter, Instagram or whatever
channels your target audience are on (and not just personally if you
are a personal trainer, but professionally). Your profile should look
professional and you should regularly post content, Tweets, videos
and pictures that are relevant and interesting to your target market.
Have exclusive promotions and competitions for your fans and
followers: fans that are not members may just need a special incentive
at the right time to convert them to a paying client or member.
Google Adwords
If people are actively looking for you, make sure they can find you
as easily as possible. When someone is using Google to search for
information on getting fit, losing weight or finding a trainer in their
local vicinity, then your details should pop up.
Social media ads
Advertising through various social media channels can be a very
cost effective way to create interest and gain leads.
The beauty of social media advertising is two-fold: first you can
make your ads very targeted so they only appear in front of your
target audience (for example, mums, between 30 and 45 years of
age, who live within 1km of your business and are interested in yoga).
Secondly, you don’t need a big budget: you are in complete
control of how much you spend.
If you are looking to run any social media ads, make sure that you:
• know what you want to achieve
• you are clear with your target audience
• use high quality and striking images or videos
• have an eye catching headline
• communicate the benefits and what you do better than anyone
else
Are there any fitness businesses
that offer services you don't, that
would complement
your business – and vice versa?
• have an offer too good to refuse
• give a timeframe for people to act sooner
rather than later.
• throw in something for free, if you can!
Local online directories
Make sure you are listed in all the local
directories such as the Yellow Pages, True
Local, Yelp and Hotfrog (basic listings are
usually free). This is often where people will
start their search.
Working with other businesses
Don’t just focus on the individual; targeting
small businesses can mean big business for
you. Talk to the HR manager and sell them
the benefits of exercise: a healthier employee
takes fewer sick days, has lower stress levels,
has more energy and is more productive.
Special corporate deals
Offer special corporate rates to businesses
in the area: the more people that join, the
bigger the discount.
Play a crucial role in any corporate
wellness program. Hold a series of ‘lunch
and learns’ where you provide a healthy
lunch and present to groups of workers
about the benefits of exercise and eating
well, and offer free introductory sessions
on site or at their workplace gym if they
have one. A weekly group training session
could be exactly the sort of team bonding
experience that HR will get excited about!
Become a preferred supplier
Consider all the businesses that have a
natural affiliation to health and fitness:
physios, doctors, masseuses, health food
stores, nutritionists, chiropractors, sporting
clubs… Approach them with a proposal to
promote each other’s businesses. This gives
you exposure to a wider and highly relevant
audience who may be more inclined to use
your services.
Cross promotion opportunities
Identify a range of local businesses such as
cafes, travel agents, cinemas, hairdressers,
beauty salons, real estate agents, bridal
shops and restaurants that you think would
be a good fit with your target market, and ask
NETWORK SUMMER 2018 | 55