Personal Trainer Marketing Setting Yourself Up For Year-Round Business PBs
As every personal trainer knows, there are peaks and troughs every year in terms of the amount of business they see walk through the gym doors. That’s before you even factor in the events of this year, which is a whole other kettle on its own! As we come in to December, for instance, most people don’t tend to find themselves occupied with their fitness regime. Think less ‘barbell curl’ and more ‘bourbon cream’. Then, as soon as January ticks around, it’s suddenly all-systems-go on the ‘new year, new me’ front and people once again flock back to the HIIT and Spin classes.
What we want to talk about today, though, here at personal trainer marketing firm VerriBerri, is how to secure more even business successes, throughout the year. In terms of how busy you are, annually, we want to take your PT business from interval training to an easy weekend long run. After all, when it comes to running a business, it’s a marathon and not a sprint.
How Are Your Social Channels Looking?
Social media and health and wellness go together like peas in a perspiring pod. In fact, for most personal trainers, these days they find as much of their client base through social media channels as they do any other form of marketing. In-house flyers, paid advertising and other marketing tools of course still play their part, but the personal nature of social media platforms gives PTs a perfect opportunity to showcase their personality as a trainer.
At this point, then, we’d advise (as objectively as possible) reviewing both your own social media accounts and those of your competitors. How professional does yours look by comparison? Do you regularly post content and is there consistency within that posting? Do you utilise branded content or graphic design, at all? Because of the (relative) ease of now implementing this kind of content, an inconsistent or amateurish profile stands out like a sore thumb. If you feel you haven’t got the time for this kind of consistency, then don’t worry! Our personal trainer marketing agency would be more than happy to take the reins for you!
All Style, No Substance
Ok, so you know that bit we just said about the importance of social media channels? Well, I’m afraid there’s also a caveat within that. And that’s that we’d heartily recommend setting up a website as well, if you’ve not done so already. Many PTs fall into the trap of setting up a beautiful looking Instagram or Facebook profile, but unless you have that personal website to back it up, it always seems to lack a bit of substance. Everybody and their dog has an ‘Insta’, or so it seems, but not everybody has a website.
Now, we don’t know about you, but if ever you look somewhere up online and it doesn’t have a ‘website’ button in the Google My Business section (the box on Google’s results page where you see a button for directions, reviews, contact information, etc.) then we’re instantly primed to be a little less trustworthy. That might just be us, though! We’ve extensive experience as a personal trainer marketing agency in setting up and managing websites, so that you don’t have to!
Do You Have A USP As A Personal Trainer?
Now, there’s a big difference between a Unique Selling Point (USP) and a gimmick. Gimmicks wear out pretty fast, whilst USPs will keep clients coming back time and time again. So, is there anything you focus on as a personal trainer, in particular? Do you, for instance, specialise in weight loss? Or is there a discipline you like to focus on more than anything else, calisthenics perhaps? Even if you don’t think you have a distinguishing feature as a PT (you consider yourself more of an all-rounder) then you can make yourself one. Are you a particularly energetic personal trainer? Do you like to beast your clients through a workout? Perhaps your thing is that client mental health is as important as physical?
The more you can distinguish your features as a PT, the more marketable you become. At the same time, though, you have to be careful not to pigeonhole yourself. So, if you are going to choose a particular discipline to focus on, then make sure you really think that’s what you’re going to want to stick with for a good while into the future. That’s one of the reasons that marketing your personality as a PT can be so beneficial; if you’re the PT that’s all about motivation, you can do that whether you’re taking a class of pensioners or an aspiring athlete. Our personal trainer marketing agency is more than happy to help with brand ideation and business development if you’re struggling to see where your strengths or USPs might lie.
The New Normal
If this year has taught us anything, it’s the importance of versatility and adaptability. Personal trainers, as a result of the pandemic, have taken to online classes over social media, outdoor sessions and looked at ever-new ways in which to train their clients. Now, fortunately, it seems like we’re coming (very slowly, at lease) towards the other end of this nightmare thanks to the potential vaccines on the horizon. We should continue to apply the lessons learned this year moving forward, however. In other words, PTs should embrace versatility and flexibility as a highly marketable trait – a lot of people have discovered they like working out from home, for instance!
Contact VerriBerri
So, if you’d like to find out more about our personal trainer marketing services, then get in touch! Contact VerriBerri today on 01376 386 850 or by emailing us at sarah@verriberri.co.uk. With our own team’s fitness interests ranging from half-marathons to Pilates, from Obstacle Course Races (OCR) to team sports, we’d love to hear from you!