How to Master Marketing your Personal Training Brand

When you first take the jump into personal training it can feel like you have a mountain to climb. As you look around and see other personal trainers raking in clients, leaving you standing in the dust, you might wonder at their secret. Clearly, they have something in their arsenal that you don’t have, because you are certainly putting in the effort. The key to building a successful personal training brand is all about marketing. Without engaging in marketing your brand, you will be lost amongst those that are instantly recognized from their social media feed.

If you have never delved into marketing it can seem like a bit of a chore at first. After all, you didn’t get into fitness to sit and stare at a computer screen for hours, right? Luckily it doesn’t have to take hours out of your day, as long as you are savvy about it and have a plan in place.

Where to start

So, where do you start? Marketing your personal training brand starts with you. You are the brand and the brand is you, so begin by getting professional about the details. That means putting up a website, investing in a proper email address and ordering some business cards. These are the starting blocks to your business, so if they aren’t already locked into place then you need to get on it!

Once you have the foundation sorted out, then (and only then) can you begin to market your brand. The next step is sorting out your social media accounts. You can do this in one of two ways. Either, adapt your current social profiles and begin uploading new health and fitness related content, or create new profiles from scratch. To ensure your bases are covered, you will need to have Instagram, Twitter and a Facebook company page at your fingertips.

Tips for social

Make sure that any visual content is photographed in natural light where possible, and sticks to the themes of health and fitness (as much as you love your neighbour’s dog, your followers might find it irrelevant). Before and after photos work particularly well, but be sure to seek permission from those that are in them before posting. Be consistent with uploading content and aim to post at least once a day on all platforms (if not more).

The trick to winning at social media is to be engaging. It isn’t enough to post something, sit back and hope for the best. You need to be following other users, commenting, liking and offering advice. That doesn’t mean spamming other accounts with your latest workout guide advert, it means offering valuable insights that they might find helpful, and reaching out simply to say congratulations or commiserations. It means generating good feeling within your community so that you are known as an authority on information within your space.

The next steps

If you feel as though your social media profiles are in a strong place, then you might want to consider investing in some form of paid advertising. Facebook and Instagram advertising are relatively cheap and easy to do for absolute beginners, so don’t be afraid of jumping in and trying a few campaigns out – the best way to learn is by doing, but if you want some help, then here’s a great guide. When it comes to marketing, often trial and error to see what works and what doesn’t can be very effective over time.

It’s a good idea to begin sending out email newsletters to any clients or anyone signed up to receive notifications about your website. These don’t have to be that frequent – once a month is fine, but you should endeavour to include relevant and up-to-date information that is useful to your readers (not purely self-promotion, which can be tempting!). If your website has a blog section, then email updates are the ideal opportunity to inform your community about what’s been happening that month in case they don’t regularly check it.

Moving offline

Once your online community is reaching new heights around you, then you might want to consider taking your marketing efforts offline and into the real world. Why not organize a one-off fitness class that’s free, or caters to a larger group? If you like then it could be themed – perhaps schedule a Halloween HIIT class and get sponsors involved so that your clients can take a goodie-bag away with them. There are a lot of fun ways to host events so get creative and consider collaborating with other fitness professionals in your network. Building a large-scale event can be tricky the first time, so enlisting the help and expertise of others will take a lot of the pressure off.

Another way to push your brand to the next level is by hosting a retreat. This could be at home or abroad and will be a true test of your marketing abilities. Organizing a retreat is certainly a big task, but if all goes well then you will have a formula to build upon seasonally. Use all your newly developed marketing prowess to promote your retreat – splash it across every social media platform and send out a marketing email campaign designed to make it sound like a once-in-a-lifetime opportunity that can’t be missed!

Moving forward

Once you have followed these steps to kick-start marketing your personal training brand, then you will be able to sit back a bit. Stay on top of trends and make sure that your content is relevant and up-to-date, and you should be able to put in a few hours each day to keep things ticking over. Don’t forget to keep

About the Author Kitty Harris

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