YOUTUBE | The Business of Personal Training

#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 solve a problem for 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. Facebook, Twitter, Google+, Pinterest, blogs, etc. are all means of connecting with others. Create a presence by offering helpful information to your audience. If the content is interesting, they may then share the content you presented 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. Only after building rapport and trust, will an offer for your services be well received. Seth Godin does a great job explaining this in his book, “Permission Marketing”

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?

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

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