The fitness market is completely saturated, I won’t lie to you.
Does that mean you still can’t succeed? Of course not…
In this article I’m going to talk you through my top 10 online marketing strategies that you SHOULD be using to promote your fitness business, whether you’re a gym owner, run a fitness bootcamp, or are just looking for some more personal training clients.
Ditch the flyers and start using these strategies to get more clients or members this week.
1: Know your client
If you work in the fitness industry, you should be able to answer the question ‘who’s your ideal client’ without a second’s thought.
You can’t please everyone, niching down is the best way to resonate more with prospects, and charge high prices for your services.
Unless you’ve got a thriving business and are ready to expand, then this is possibly the most crucial strategy of all.
Think about your top three ideal clients to work with, then on a piece of paper, write down their biggest struggles, and why YOU are the solution to that.
This will help you when it comes to attracting that type of client.
2. Create relatable content
Now you’ve got your ideal client in mind, you should be creating content relevant to them.
Facebook posts, videos, emails, blogs, whatever it is YOU enjoy doing, do that.
We’re constantly hearing about the Facebook algorithm and how it’s providing video content with more reach, but if you don’t enjoy creating video content, then choose the method that you enjoy the most.
Just make sure it’s relevant to your target audience. The best way to find out what your audience wants to hear is 1. Ask them, and 2. use tools such as answer the public to find commonly asked questions.
If you have an adwords account, then you can use a tool called Keywords Planner to find out the top searches around your niche. Then create content that answers those questions. If you don’t, go and set one up!
3. Run fitness bootcamps
Running fitness bootcamps is a great way to get people into the gym. It’s enough commitment for people to get quick results, but not too much of a commitment for them to lose interest.
Your bootcamp should…
- have 2-3 sessions per week
- be around 4 weeks in length
- cost £100 or less
- have a fitness test at the beginning at end
4. Collect email addresses
ALWAYS collect email addresses for future marketing. Even if someone doesn’t join initialy, it doesn’t mean they never will.
If you have their email address you can send them an email every time you have an offer or event of some sort which might entice them to change their mind.
You can even have something free to give away to people in return for their email address, such as a ‘nutrition cheat sheet’ or ‘4 week fat blast’… you get the idea. In marketing we call this a lead magnet.
5. Offer a free week trial
Give new members a chance to come and try our multiple classes before they join. The best way to do this is by providing an entire free week.
Get them in for their first session and then suggest a second class they could attend based on their ability and interest. The conversation could go something like this…
“Thanks for coming today Sally, I hope you enjoyed the session. We have a class on wesnesdays which I think would be perfect for you, it’s got a little more functional resistance training, want to give it a try?’
6. Make them feel welcome
When we talk to gym owners, often the first problem we address is their process of welcoming a new member. When someone comes in for their first free session, make them feel part of the gym already. Welcome them as soon as they walk through the door and introduce them to other members of the gym.
Leaving the client to wonder around not knowing where to go or who to talk to is possibly the quickest way to ensure they never return. Welcome them when they turn up, and ensure you have 10 minutes after the session to talk to them and come to one of three decisions.
- The gym isn’t for them
- They want to book in a second session
- They are ready to join.
If they say “I’ll think about it..” it’s a no, trust me.
7. Have a clear call to action on your website or landing page
you need a clear call to action. If you’re relying on prospects to call you up and book in a slot, then you’re losing out on a lot of business.
Think about the action you want people to take when they visit your site, and make that action easy for them. For example, below is a landing page we built for a client. We’re driving traffic to that page and it’s converting at a high rate because it’s quick and easy for the prospect to submit their information, and we’re not overloading them with information.
Then you can follow them up with a call and get them booked in for their session without them needing to take action first.
8. Promote referrals
I can’t tell you how powerful referrals are for your business. All it takes is for one person in your gym to tell their friend to join and you’ve got yourself a new member.
If you’re not getting referrals then it’s most likely down to one of two reasons:
- Your service is not good enough ( yet ? )
- You’re not asking enough or making a good enough offer
Get your clients amazing results/ treat them like celebrities, text them, send them cards, and they will WANT to get you referrals. Offer them 50% off there next month PER referral (this awesome for bootcamps)
If you’re in PT, money probably won’t tempt them… Buy them some restaurant vouchers for a referral and then drop that into conversation with your ‘other clients’ casually.
9. Use Facebook to market your business
There’s no way I can cover Facebok advertising in one blog post, so I recommend you read a case study from a gym campaign we recently did which generated thousands in revenue from just a few hundred pounds in ad spend. Click here to read the full case study.
But put simply, you should be using Facebook ads to generate more leads to your business.
10. Use video testimonials
Video testimonials are extremely effective and embed trust in prospects which is a critical part of the marketing process.
Chat with your best and longest members, and just ask them…
“Hey Sue, we’re trying to promote our new bootcamp and it would be amazing if you would record us a 30 second testimonial for us! You don’t have to obviously..”
90% of clients will say yes.
Ok, let’s summarise…
Probably a bit of content overload… right?
Let’s summarise all of those points:
- Know your client – Think about your best client in the gym, what are their goals, and what do they struggle with?
- Create relatable content – Create content relevant to your ideal client.
- Run fitness bootcamps – run bootcamps 2-4 times a year, 4 weeks, for less than £100 to attract more members to your gym.
- Collect email addresses – People might not be ready to join right now, but it doesn’t mean they won’t in the future. Collect their email address to you can email them with future promotions and events.
- Offer a free week trial – Give people a chance to try multiple classes before they join.
- Make them feel welcome – First impressions are everything, so make sure when people first turn up at your gym they feel welcomed and instantly part of the team.
- Have a clear call to action on your website – Have an obvious call to action on your website such ‘click here for your free week’, and then take their contact information.
- Promote referrals – ASK you members to refer you, and reward them… chances are they will.
- Use Facebook to market your business – You SHOULD be using Facebook to generate more leads to your business.
- Use video testimonials – these are powerful and should be used in your marketing campaigns.