When starting any new business, marketing is one of your primary concerns. Figuring out how to drive people to your business is essential to making money. Personal training is no different, but it is somewhat unique because if you are self-employed, YOU are the business. You must be the marketing department, as well as every other part of the business.
What Makes People Choose Personal Trainers?
Let’s not just ask why someone might choose a personal trainer, but why they would choose you. Here are some factors that influence their decision: expertise, experience, testimonials, trustworthiness, visibility, or even simply knowing you exist.
Let’s address that last point first: visibility. You can have all the qualifications in the world, but if no one knows about them, you’ll get no clients. Basic offline marketing in your local area is a good start. Talking to gym-goers or creating a local poster campaign are solid steps. However, passive marketing is often not enough. You need to target people who are already looking for personal trainers.
Building Your Online Presence
For small businesses, being found through Google search is crucial. Personal training is no different. At a minimum, you need a web presence that appears when someone searches for your name or services. Start by creating a Google Places page for your business. You don’t even need a website to do this, though having one helps. A Google Places listing allows you to appear in both Google Maps and local search results.
To set it up, go to the Google Places website and follow the instructions. Use your gym’s address if possible, but if they’re already listed, you can create a unique sub-address for your personal training service. Once you verify your address with Google (usually via a postcard), you’re ready to appear in local search results.
Climbing the Rankings
With your Google Places listing set up, your next goal is to appear at the top of local search results. To do this, focus on citations and reviews. Citations are listings of your business on platforms like Yelp, Yell, and Thomson Local. Ensure the details you provide match your Google Places information exactly. Reviews are equally important. Encourage satisfied clients to leave positive reviews on Google and other platforms. A steady stream of reviews can significantly boost your visibility.
Creating a Website
While not strictly necessary at the outset, having a website gives you credibility and allows potential clients to learn more about you. A basic website can cost anywhere from $300 to $500 when designed by a freelancer. Ensure it’s professional-looking and includes your contact information, services offered, testimonials, and a blog section.
Once your website is live, update your Google Places listing with the site address. To improve your site’s visibility, you’ll need to build links. Links act as votes of confidence from other websites, signaling to Google that your site is trustworthy and valuable. Start by linking your site from social media profiles and local business directories.
Showcasing Your Expertise
Your website’s blog section is an excellent place to demonstrate your expertise. Write posts on topics like exercise tips, nutritional advice, or workout routines. Share these posts on social media to reach a wider audience. Google values fresh, high-quality content, so updating your blog regularly can improve your site’s search ranking.
Social media is another powerful tool for marketing. Platforms like Instagram, Facebook, and Twitter allow you to connect with your audience in a casual yet professional manner. Share workout videos, client success stories, and fitness tips. Engage with your followers by asking questions or responding to their comments. Remember, social media is about building relationships, not just selling services.
Advertising on a Budget
As your business grows, consider investing in paid advertising. Facebook ads, for example, allow you to target specific demographics, such as women aged 25–45 interested in Weight Watchers. Similarly, Google Ads can place your business in front of people actively searching for personal trainers in your area. If you’re new to paid advertising, start small and track your return on investment.
Marketing yourself as a personal trainer requires a combination of online and offline strategies. Start with the basics: create a Google Places listing, gather reviews, and build a simple website. As your business grows, expand your efforts to include blogging, social media, and paid advertising. By following these steps, you’ll not only attract more clients but also establish yourself as a trusted expert in the field.
