How To Effectively Run Fitness Marketing
18 March, 2019
If you are a PT-studio, boot-camp or gym owner and you could have anything – it’d probably be a never-ending list of hot, qualified gym leads that are hungry to start transforming their health and fitness and give you their hard-earned cash – right now…
With the fitness landscape becoming more and more competitive, it wouldn’t surprise me if you’ve just had another big box gym open up around the corner of your facility or one of your competitors has just upgraded their space to hold more clients…
So, let’s talk about gym marketing, and exactly how you can go about generating more revenue for your business ASAP!
1. Niche down
The first step in effective gym marketing is deciding exactly who you want to work with, how you want to help them and what you want to sell to them. You are to become a specialist, not a generalist. We call this process “niching down”.
The issue with a lot of trainers and gym owners is that they don’t niche down fast enough. They copy marketing strategies from major fitness influencers who are trying to appeal to the masses. You’ve probably seen something like this 100 times already – a personal trainer posting a picture of his physique or how much he bench presses on Instagram. He thinks he’s doing important “marketing” work – but oh boy, how wrong could he be.
If you don’t know who your business is serving, you can’t talk about their problems and how your business can help them. Therefore, you’ll be leaving a tonne of money on the table. When your fitness business stops selling memberships and PT sessions and starts solving a major problem for a specific group of people, that’s when the big bucks start rolling in. When you solve problems, you won’t have people paying hundreds for a few PT sessions – they’ll be paying you thousands.
2. Marketing Communications
Once you’ve selected your niche, the next most important thing to get a grasp of is marketing communications. Having effective marketing communications is the key to influencing people to make decisions and take action. One of the easiest ways to understand this is through a marketing funnel. The goal of your communications is to send your ideal client down your funnel towards taking “action”. This might mean applying for coaching, downloading a free guide or booking a consultation.
Your marketing communications – or “copy” – comes down to two things – problems and solving problems. An effective piece of copy will be written in a way that, when your ideal client reads it, he’ll be thinking “dude, how does this guy understand what I’m going through so well?” When you trigger those emotions in people, they want solutions – and they want them fast. That’s where your business offers a solution to their problem. When you become a problem-solving machine, you’ll never have to worry about where your next client is coming from again.
3. Paid advertising
Once you’ve got your ideal client selected, you understand their pains and you’ve framed your service as a solution to their problems, you need to get your message in front of as many people in your local area as possible. This is where paid advertising comes into the picture.
Facebook advertising is the best way you can do this. Big statement? Let me explain…
If you run a highly profitable gym, PT-studio and/or boot-camp – it shouldn’t be about selling PT sessions or gym memberships – it should be about solving problems. The beauty of Facebook advertising is that it’s a form of “interruption marketing”. People aren’t actively looking for a gym or a personal trainer, but, when your copy is so powerful and you are able to bring awareness to their innate problems – they will want a solution instantly.
The thing is – a lot of trainers have “tried Facebook ads and it doesn’t work”. Well, it does work. However, it only works if you have the right message going in front of the right people. I have successfully generated hundreds of thousands of dollars worth of revenue for numerous gyms and PT studios and the number keeps going up. If you follow this guide as a framework for your marketing, you’ll have no worries