Despite what you may think, fitness marketing isn’t anything you should feel uncomfortable with.
It isn’t based on manipulation.
If you like people and are good at what you do – fitness marketing using my approach is actually enjoyable.
Fitness marketing is based on 3 things:
2. Creating Value
3. Delivering Experience
If you’re doing these each and every day – you’re marketing extraordinarily well, even if you didn’t realize it.
Connecting is the basis of all marketing. If you aren’t connecting then you can’t share what you do, nor can you create or deliver any sort of experience.
It’s simply making sure that everyone you know is aware of what you do, how you can help them and how they can participate.
Connecting is letting them know that it’s not a one way street and that you want to help them with anything they need. It’s developing a relationship.
Start with the people you already know and expand that circle with everyone you meet.
The goal of any marketing effort from direct mail to a TV commercial is to give you the opportunity to connect.
Connecting is ongoing. The magic is in the follow up so don’t settle for letting your relationships, new or old, die after one contact.
Here’s a simple but important rule for you to follow:
If you go more than one day without connecting with a new person you are failing your business.
Yes – failing.
If you are interested in fitness marketing then there’s no real reason to go 2 days in a row without connecting with someone new, unless you’re focused on the wrong things.
Focus on Connecting. Daily.
2. Creating Value
Creating value can come in a variety of forms:
● Newsletters/Emails/Blog posts
● Videos/Facebook Live
● Private Facebook Groups
● Individual discussions with clients
● Training Programs
● Success Sessions
● Nutrition Programs
● Challenges/Transformation Programs
● Group activities outside the gym
● Education delivered in ANY format
What you CREATE is how you let your ideal client know you can help them.
It can be educating the prospective client through a Success Session or a newsletter so they begin to understand how you can help.
It can be creating a challenge or a program and delivering it as a trial so that they can experience it firsthand.
Creating value is always making certain that the clients you already serve feel like what they receive from you is far more valuable than the price that you charge for it.
The more value you create, the more people will discover why you’re the best solution for them.
3. Delivering Experience
If the value you create is the tangible fitness part of what you provide, the experience is the rest.
It’s knowing your clients’ Birthdays and Anniversaries…
It’s sending a personal note after you meet someone…
It’s acknowledging when a client reaches a goal or creating outside events to build community…
It’s the atmosphere you provide. It’s the personal interest you show in the people you already serve or aspire to.
Delivering Experience is what turns a happy client into a raving fan. A prospective client quickly recognize that no one else compares to you.
These 3 things can take many forms, but they should all be present and accounted for whenever you are doing your marketing. If you aren’t sure then ask yourself the following questions when you’re developing a fitness marketing plan:
1. How will I connect with my ideal client?
2. How can I share the value I’ve created my ideal client?
3. How can I deliver a superior experience?
If you are happy with the answers then you’ve likely got a marketing plan that will produce.
As a bonus, here is my Formula For Fitness Marketing Success using the 3 things I mentioned above:
Step One: Connect with at least one person a day.
Step Two: Make sure the majority of those connections are sitting down with you for a Success Session or getting on the phone for an initial consultation and you are selling.
Step Three: Create Value for all of your prospects and clients with great frequency and in various formats.
Step Four: Work daily on delivering an Experience that exceeds every other training business in your market.
If followed, this approach to fitness marketing and growing your business is foolproof.
By Pat Rigsby
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