Create or refine an online presence
When getting my businesses online, I first
had to register a domain – the online identity
of a business and the url customers use to
find you. Then, it was time to build a website
to act as the hub for our online presence.
While I’m an expert in my industry, I’m
definitely not an expert in web development.
Don’t worry if you aren’t either, it’s actually
very straightforward: we got our website
together using GoDaddy tools and support
pretty quickly and cost-effectively. While
it requires commitment in the short-term,
you don’t have to be a digital wizard and
your business could reap the rewards in the
longer-term.
My websites contain everything our
clients need to know about what we offer,
including photos, videos, a blog page,
contact details, customer testimonials, links
to our social media pages and a way for
people to sign-up and pay online. When you
can’t train people in the gym, you can use
your website to deliver your services online,
whether that’s virtual fitness classes, oneon-one
training or healthy meal plans. If you
already have a website, but don’t utilise it
enough, now might be a great opportunity
to spend some time refining it by updating
contact information, posting a teaser video
to an online class, training session or
course, or adding information about how
people can access your services during the
current conditions.
Digital marketing
I realised pretty early on that great digital
marketing skills can have a real impact on
your business’ success. Providing a great
service and having an eye-catching website
is one thing, but you need to find out where
your customers are and how to put your
website in front of them. Look online for
creative, cost-effective ways to put your
service in front of potential clients when your
budget is tighter than usual. You don’t have
to be a master marketer, you can start off by
putting a small budget towards promoting
your site through social media or offering
existing clients a discounted consultation or
new meal planner, for example, if they refer
a friend. Try a few things, determine what
does and doesn’t work for your business,
and then focus your efforts on those that
have generated leads and, hopefully,
paying business.
You don’t have to be a
digital wizard and your
business could reap the
rewards in the longer-term
Be responsive and adaptable
It’s more important than ever to be responsive and adaptable. The
current situation is changing by the day, and even by the hour. What
worked for your business last month might not do so now. Similarly,
what works today may not have the same effect next month. It’s vital,
therefore, to stay up-to-date with any changes to restrictions in your
state, to understand exactly how they might affect what you’re doing,
and to promptly communicate the changes to your service offerings
with your clients. Fitness industry registration provider, Fitness
Australia, is keeping the industry abreast of changes to restrictions
at fitness.org.au.
Your clients are the most important part of your business, and
your ability to succeed over the coming months may well depend
on your ability to provide an efficient, friendly and genuinely useful
service to them. It might be worth regularly seeking feedback through
your website or via social media and asking how you can improve
and adapt your service to suit their needs. This includes not only
what your online service looks like, but also how much you charge for
it. This is a learning curve for everyone, and nobody expects things
to be perfect immediately. If you can be adaptable and responsive
to their needs, however, you might find that they become, or remain,
regular clients.
While the current climate is very concerning, it presents an
opportunity to identify ways your business can evolve by increasing
your online services. You might also decide that, even when things
return to some form of ‘normal’, an online presence could remain an
important part of your business strategy. By diversifying my services
from face-to-face only and launching both Reconditioned.Me and
The Good Meals online services, my time and reach are no longer
limited only to those within my local community – or to those I am
able to be in the same room with.
Scott Gooding
Scott is an Australian chef, health coach, author and
thought leader – encouraging and inspiring people to
cook real food at home for themselves and their loved
ones. Scott has launched seven businesses, including
Reconditioned.Me and The Good Meals.
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