Fitness, Business, Fitness Business, & Achieving Life Goals

Marketing has changed due to social media. But, this is not simply a change in venue, it’s a change in how you market. It’s about engaging potential/current clients.

It’s amazing to me that so many people still don’t get it. You’ll see it in Facebook and LinkedIn groups and on Twitter. People will hit you with ads on their first interaction. In truth, interaction isn’t accurate. They would have to listen to what you say and respond in kind for it to be an interaction. These people post their carp irregardless of what conversation is actually taking place. My response is delete, block, remove, etc. any trace of that person.

There’s a big lesson here. Long before you attempt to promote your services or product, you have to create a relationship with your potential market. That relationship should be one where you become a well-liked, trusted resource to your potential client/customer. They have to feel that when they have a need or a problem, you would be the person they would choose to help them out.

Talk to them, teach them, learn from them, and above all else listen to them.

One of the most important things you can do to market your business is to establish yourself as an expert in the field. Speaking/presenting to local groups is, not only a way to achieve that, but also to create rapport and trust.

Now I realize that it’s not as simple as that for many people. The fear of speaking in public is one of the greatest fears out there. Technically called glossophobia (for trivia’s sake), this condition can significantly limit how you can get public exposure for yourself and/or your business.

So, how do you get started, what do you speak on, and who do you speak to? Well, if you are uncomfortable speaking to large groups (or even small groups) you may want to take a public speaking class. Toastmasters is a renowned organization that has classes everywhere. There may be other classes near you as well. Beyond taking a class, look to speak to small groups. Maybe invite a few of your clients for an informal talk.

The topic should always be something that your audience will benefit from hearing about and that you are interested in talking about. If you’re bored with the topic, your audience will be too. What are the demographics of your group? Are they all trying to lose weight? Improve low back health? Increase function for daily activities? Target your topic to fit them.

As I said, you can start by speaking to existing clients, or you can seek out local groups like Weight Watchers, TOPS, PTOs, Rotary Clubs, the Chamber of Commerce, etc. They all look for local speakers to add value to their groups. When you present to these groups, give them something of real value that they can take away and use immediately. I’ve heard certain fitness pros say that you never give the audience answers and that if they want answers, they can sign up with you after the talk. I couldn’t disagree more. I would rather you give them something they really appreciate and start to create a relationship with them. However, you do want to get them on your contact list if you can so you can continue the relationship that the presentation started. You could get them to sign up for your newsletter (or helpful tips e-blasts, etc.) Or, you could offer a giveaway for those giving you their email addresses.

So get out there, share your knowledge, establish your expertise. Start small and build as you get more confident.

Note: It helps to video record you presentations. You can use these recordings to critique how you did and/or post them (or parts of them) online to help promote yourself as the go to person for fitness information.

#7 Successful Personal Trainers Know How to Market Themselves

According to Wikipedia, marketing “is an integrated process through which companies build strong customer relationships and creates value for their customers and for themselves.” My own definition is more like “seeking out, connecting with, sharing who we are and how we can help your target audience.”

First, of course, you must know your target audience. Who is your niche market? Where do they hang out? Are they meeting at conferences, senior groups, clubs, churches, schools, community or other organizations? Or are they connecting with others using social media such as Facebook, Twitter, Foursquare, Youtube, etc.?

Note: I’m not going to ignore the use of Direct Mail or more “traditional” marketing techniques. Well, actually, I am going to ignore them in this article (for some, they do still work). But they don’t directly connect you with your audience and successful Personal Trainers know that the best way to build rapport and trust is through interaction.

So now, you’ve done your homework and found your market, what do you do from here? You need to find a way to join in their conversations. Connect with the group leaders and see if you can… join the group, volunteer with the group, or present to the group a topic that would be helpful to them. Like selling, your first priority is to be of service to them. You must create value, trust, confidence in you as a resource before you ask for anything in return.

Social media works the same way. Find which ones are used by your target audience. Create a presence by offering helpful information to others. They will then share your information with their friends. Their friends share with their friends, etc, and before you know it, you have a large audience of potential clients.  

Obviously there are a lot more specifics, but the essence of marketing in this day and age is connection and conversation. Successful Personal Trainers know how to market themselves by actively getting involved with their target market, whether it’s face to face or using social media.

How are you establishing your presence? 

Top 10 Traits of Successful Personal Trainers (Series)

Top 10 Traits of Successful Personal Trainers #1

Top 10 Traits of Successful Personal Trainers #2

Top 10 Traits of Successful Personal Trainers #3

Top 10 Traits of Successful Personal Trainers #4

Top 10 Traits of Successful Personal Trainers #5

Top 10 Traits of Successful Personal Trainers: #6

P.S. Also, follow my Business of Personal Training page on Facebook.

While the economic state of the country seems to be on the rise, people are still looking for inexpensive ways to get their company’s name out to their market. Running an ad, a standard business card kind of block that tells what your company offers, has always been an expensive proposition. And…THEY DON”T WORK. Not as far as your Return On Investment (ROI) goes.

The new marketing plan goes where the people are, web 2.0, the interactive, user driven content medium. It’s where you can inform, help, and interact with your market. Creating a permission based relationship with current and possible future customers/clients that can cost little to nothing except the time you invest in it is the where smart businesses are now going. Some companies have even created new positions in their company for a social media relationship builders. (Take a look at mashable.com job postings).

You and your business need to get out there and create a web presence. Connect with your audience. The books listed below (as well as many online friends) helped me to understand just how to use the marketing tools that are now available to us.

Along with this blog, you can connect with me on Facebook, Twitter, and LinkedIn.

The New Marketing Books:

This book really helped me figure out social media and it’s place in business. Groundswell: Winning in a World Transformed by Social Technologies

Another great book on connecting with your market: Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force

This book is a little overkill, but certainly covers everything you need to know about Twitter and how to use it to drive your business. Twitter Power: How to Dominate Your Market One Tweet at a Time

Rounding out my top four best books on using social media for marketing your business, this one’s an absolute must have. Just finished it and loved it. Covers everything from Facebook to vlogs. The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly

The new marketing and branding medium is the web. Remember, it’s not who you know, it’s who knows you. The internet offers the opportunities to get your name out there faster and farther than any other means. Become a provider of content, a resource to others, offer a positive message, be entertaining, or be controversial. Whatever is consistent with the brand you want people to associate with you.  

Do you need the world to know you? Well, maybe not, but if you have or will have a product to market, the more people you connect with the better. Not only are you able to let them know what you’re offering, but they can easily let others know about you and what you’re doing. Here’s a blatant example: A friend of mine, Gina Lombardi, is coming out with a new book available Jan. 5th, Deadline Fitness: Tone Up and Slim Down When Every Minute Counts. Gina’s specialty is getting celebrities in shape in a very short amount of time(hence the book). I found out her release date via a Facebook announcement (She should’ve called me. I’ll tease her later.) In one fell swoop she let all of her connections know about the release and here I am telling you. According to LinkedIn my 277 connections links me to 3,105,000+ professionals. What a web we weave. Currently I’m also building connections through my website/blog, Twitter, a mini-blog (follow me on Twitter), Keith Ferrazzi’s Greenlight Community, and various other blogs and forums.

What if you’re just doing the local thing, trying to build business in your neighborhood? The rules still apply. Get your own website or blog (blogger.com or blogspot.comin example) Also, within many of the larger networking entities, there are the opportunities to narrow your focus and join local groups. (In Facebook, I’m part of a Portland, ME group.) Some local papers give you the chance to blog on their site. (I blog on Portland, ME-based MaineBusiness.com). Find those local online communities and get involved.

The web can become your greatest marketing tool if you get your name, your brand, recognized by the public and then, of course, get them to act. (for another post)