The more meaningful content you
add to your website, the more
pages there will be listed from
your domain name.
consider sharing motivational quotes or
images. Maintaining consistent content that
reflects your business’ persona also helps
ensure your clients easily recognise your
brand across any platform.
Choose social media platforms
with your audience in mind
As you consider how to align your website
and social media strategies, take some time
to consider your audience. By doing so, you
can identify the most effective social media
platforms to reach them.
If you’re looking to communicate directly
with clients, Instagram and Facebook can
be great choices. Research shows that
90% of small businesses using social media
have a Facebook profile to interact with
their customers. However, if you’re looking
to increase engagement with professional
contacts such as gyms, other trainers or
sponsors, you might want to use LinkedIn.
Once you have identified the best social
media platforms for your PT business, you
can develop your strategy to be aligned to
your targeted audience.
Optimise your content
Whether you’re new to the optimisation
game or an organic marketing specialist,
you may want to think about Search Engine
Optimisation (SEO). Essentially, SEO is the
process that helps your business website
rank higher with Google and other search
engines. An effective SEO strategy can help
drive more traffic to your website. SEO and
62 | NETWORK SUMMER 2019
social media often share common goals: to increase website traffic
and boost conversions. Therefore, aligning the two could help you
reach more people.
One way to increase your SEO ranking is by adding blogs to your
website. The more meaningful content you add to your website, the
more pages there will be listed from your domain name. This helps
your website reach more people who search for PT businesses online.
A blog is also a great way to keep your website fresh and relevant
for your audience, and can demonstrate that you are an authority
and expert voice in your specific field of fitness. For instance, you
could pen a piece around the best foods to eat before a workout, or
a blog about muscle building vs. fat burning exercises. Blogs that
include keywords or phrases that people are likely to search can help
increase your SEO ranking. Good content won’t only attract more
people to your website, it will also increase the amount of time that
people spend on your site, which will also help boost your ranking.
Create shareable content
Publishing content that encourages people to engage with it and
re-post on social pages is a great way of expanding your reach
and steering traffic to your website. Research shows that over half
(51%) of small businesses have a presence on social media, so it’s
important to stand out from the crowd. To engage your clients on
social media, it can be helpful to publish eye-catching content that
encourages your followers to like, comment and share your posts.
This could be in the form of a link to your latest blog post, or a
dramatic muscle gain transformation photo. Consider the purpose
of your post. Is it supposed to be informative or visual? Entertaining
or thought-provoking? There is no definitive way to create shareable
content, but producing high-quality and engaging content for your
news feed could encourage people to spread the word about your
PT business through your website.
Creating shareable content is just the first step though. When
someone visits your website after seeing a social post, it’s important
that content is consistent and aligns with your brand image across
every platform. Lighthearted and witty social content that links to
a dry and characterless website presents an incongruous brand
image.
No matter the industry, engaging with your clients through both
your website and social media simultaneously can help you create
an aligned brand identity. Take a few moments to think about how an
aligned website and social strategy could help promote your brand
and grow your PT business.
Jill Schoolenberg
Jill is the Regional President for Australia, Canada
and Latin America at web hosting company GoDaddy,
which aims to empower entrepreneurs. For simple tech
solutions to help make your life as a business owner
easier, visit godaddy.com.au