Author: A budding digital marketer who enjoys working with fitness coaches and gyms owners. As a pharmacist with over 20 years of pharmacy experience,she has worked in various healthcare settings including retail, PBM, hospitals and outpatient clinics both in the United Kingdom and the United States. Her passion for researching the health and fitness space helped shaped her decision to work exclusively with fitness coaches and gym owners to get as many people as possible fit, in shape and top-notch health. She enjoys helping people increase awareness of the importance of living a healthy lifestyle.
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Table of Contents 6 Things to Have in Your Marketing Campaign Before EVER Launching an Ad into The Marketplace [This will add up to 300% in ROI]
1. Define Your Avatar
2. Compelling and Irresistible Offers
3. Creative Ads
4. Your One Page Site [Optin Page].
5. The Value Ladder
6. Develop and Maintain Client Engagement
10 Attributes of an awesome ads
In today's market, people are becoming more difficult to convince even when they are aware that fitness is an integral part of their overall health. Here’s a sad reality.. Yes, businesses fail every day. However, in the fitness industry, estimates are that 8 out of 10 Gyms close within the first 5 years.
If you’re like most fitness trainers, you’ve most likely noticed a major decrease in new client intakes. This is no surprise especially as the so called trusted sources of advertising have literally stopped working. Most fitness coaches have relied on Yellow pages ads in the past and in recent years switched to internet marketing. News Flash…A lot of websites are becoming more irrelevant and obsolete, thanks to social media platforms like Instagram, Facebook and the Youtube. A recent survey showed an amazingly high percentage of new fitness clients stated that all fitness websites “look the same” and played very little or no role in their decision to choosing a fitness coach, personal trainer or a gym. What does this mean? Simple…it means that the thousands of dollars spent each month on traditional advertising has very little or no contributions to your overall profits. The fitness industry is getting more & more saturated and the great news is that the competition is NOT. Despite this client acquisition setback across the industry, some fitness coaches, personal trainers and gyms are earning more profits than ever.. while spending less time at the gym and not compromising the quality of their fitness coaching programs. No matter where your fitness practice is located and what condition it’s in, you can still attract high paying clients in droves, using the little known effective technique I’ll be showing you in this report. Imagine what your fitness business would be like if you had 5 new clients per day! Every day there’s a shocking estimated daily reach for the search terms “personal trainer” or Fitness coach” in different cities around the United States on Facebook. This holds true for other parts of the world as well.
Here’s an example of what a search looks like on a typical day in the Irvine, California area on Facebook.
Did You Know? The Baby boomers and aging adults are interesting groups that value their health, fitness, functions and their lifestyle more and more importantly and can readily afford your fitness program. According to research, the generations baby boomers and aging adults come from have high expectations, high standards and looking to work with only the best in the fitness industry. Basically, that means you can’t sell them on price because price is not an issue to them…they can afford to pay premium… Well, in order for a personal trainer or fitness coach to attract these groups, you’ve got to step up your game and be authentic when it comes to the delivery of your : 1) value..2) service…3) outcome..4) the experience they’re going to get at your place. My question to you.. What would your fitness coaching business look like if you were to get in front of a lot of these people?
Here are 6 Things You Should immediately add to Your Marketing Campaign Before EVER Launching an Ad into The Marketplace. 1. Define Your Avatar Your avatar is your ideal customer. This is the most important part of your marketing you need to get right from the beginning. This itself, will save you a ton of money, time, resources and increase your ROI about up to 500%. Knowing who your ideal client is will help you conduct intelligent market research about their wants, needs and pain points. This will help you to craft the most appropriate, highly targeted and relevant message and offers for them. This allows your ideal clients to see you as an authority in that niche and invariably result in building that trust, fostering a great relationship with you and ultimately buying from you and becoming your best advocates.
2. Compelling and Irresistible Offers Most customers get really hooked on a certain brand or service if they see or read a really good offer because after all, they are consumers with the intent of maximizing the value that they can get from their money. With this, you’ve got to be able to create well thought and tailor-made offers for your target group. Some pretty great offers include a 7-Day session pass, a free week workout session, a free Ebook of solving a pain point…I’m sure you get where I’m going with this!
3. Creative Ads Your creative ads must resonate with your target audience. Your creative and copy are the physical representations of your “hook”. Great creatives serve as ambassadors for the services that you offer or your brand since they serve as a medium where you bridge your message or intent to your target audience. Your creative ads should be concise and direct, especially nowadays when people are more interested in getting more information by reading less.
4. Your One Page Site [Optin Page]. It still amazes me when I see paid ads that send the visitors directly to a website! The act is as good as bleeding your marketing dollars.
As I mentioned earlier, people want to get valuable information by reading less. Feel free to Google the typical attention span of an adult . Here are few reasons why you’d want to direct visitors clicking on your ads to a single optin page: Avoid the chance of distractions Avoid the state of confusion due to too many choices Avoid visitors exiting your site before taking an action Avoiding all the above would ultimately increase your profit margin and allow you to enjoy a viable business that can reach and help more people achieve their fitness goals. 5. The Value Ladder This simply means the addition of other valuable things or services you can add to your main irresistible offer to increase your profit margin. This is what is called an “Upsell” in the internet marketing world. Always ask yourself- “what other things or services can I add to my coaching that’ll be of great benefits to my clients?” You can even create a “bundle offer” that makes it a “no brainer” for your clients.
6. Develop and Maintain Client Engagement You should have in place, a tested and working backend process that allows both a prospect and a new client to experience a seamless process from the moment they clicked on your ad to the moment they become a paying client. This backend process alone could determine the survival of your fitness business and how your brand is perceived by your target audience. You must have a simple process that allows you to follow up as soon as possible with both interested prospects and new clients. This could be in the form of phone calling, a text messaging, a messenger chat or even emailing.
According to research, only 1% is usually ready to buy right now. The remaining 99% are what we call the “nextflixters”…those who will be ready to buy maybe next month, in the next 3, 6, 10 or 12 months. My question to you.. Are you only chasing the 1% with the other gazillion fitness coaches or are you cultivating a trusting relationship with the “nextflixters”? This seemingly overlooked practice can be in the form of nurturing contents on health and fitness, giveaways, simple survey to know their pain points, a free session to your training program and more. And the funny thing is that all these could be done via text, messenger, phone, email, social media until they become a client.
Are you ready to dare to be different? While your competition is competing on price, you should compete on: 1) value, 2) service, 3) outcome and 4) experience.
Check out these 10 Attributes of an awesome ads: Keywords - incorporating keywords is as important as making a catchphrase for your brand. Also, it is one of the most effective strategies in making your audience know about you and your presence in the sphere of your market. Humor - people usually love it when ads include a little humor in their content, this way, they will feel light and drawn to your advertising material. Statistics – people are more likely to trust information when a statistic is attached to support it. You can use this consumer behavior as a strategy in capturing their interest. Empathy – The ability to tap into your prospects’ emotion to elicit their pain points or struggles and then present a practical solution to help fix it will always place you in a position of authority. This helps in fostering the “know, like and trust” relationship you need when the time comes to present your offer. Simple and Effective Language – You should bear in mind that people are most likely to read material when they don't feel the need to grab a dictionary to aid in their understanding. Also, it is more effective to use simple words to have your audience understand the message of your content. Trends – hitting your audience by using top trends and preferences is one way of reaching out to them effectively. Also, through this, you will be able to send them the impression that you are up to date with the demands of today's age. Be honest – one of the mortal sins in marketing is to make bogus claims and false promises. Make sure that every word that you put out into the world is of value, and that you are able to follow each one of them. Benefit-wise Informercial – It would be highly strategic for you to be straight-forward about the benefits that your audience will get through your services. Save them the time by not dillydallying. Testimonials – aka social proof. People like it best when they see visible results from real people. This will give them the ability to trust; thus, making your material more effective. Be clear – one of the mistakes that most people are committing when it comes to advertising is that they run around in circles, making it hard for the audience to get a grasp of their content. Make sure that you are directly in the message that you want your audience to understand. Lastly, I hope the above pointers have gotten you thinking about how you can best allocate your resources for a maximum return in both client acquisition, retention and profit. Maintaining an excellent service from the process of getting a stranger to becoming a paying client takes smart thinking, diligence, consistency, perseverance, and effort. However, the advantage of putting all these in place will determine the survival of your fitness training business.
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So, you might be wondering...why the heck would I want to use my precious time to create a Custom Made marketing plan for you for FREE? The Simple truth?.....I offer this free service because I am a pharmacist turned digital marketer and I work exclusively with fitness coaches, personal trainers and gym owners. And there's a very good chance that I can get you 15-20 "top notch" high end clients on a consistent basis, considering the exploding global demand for great fitness coaches in a society plagued with alarming health issues. If you find value in the help I give you, there's a chance you might want me to manage your Facebook marketing campaign! That said, I want you to fully understand I'm not going to launch into a sales pitch in disguise. No pressure or pestering in any way, shape or form. As a matter of fact, if you reckon that I've wasted your time after our talk, I would gladly refer you to one of my competitors.
But, Hold on a Minute! There's a caveat.. I'd like you to know I can't help everybody! I can only be of benefit to those fitness coaches who are: 1- Credible and diligent 2- Already working with some clients 3- Willing to think (& do) outside the box 4- Already investing in their marketing 5- Wanting to take their consulting business to a Seven-Figure annual Income level.
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