Don’t neglect a marketing strategy if you wish to attract more clients

Most personal trainers struggle to win new clients in their first years of independent work.

The industry rule-of-thumb has long recommended that a personal trainer acquire at least 15 clients in order to work comfortably full-time.

Most trainers expect (hope?) gyms to recommend them to new subscribers, but this kind of passive marketing often turns out less successful than expected.

Internet marketing is a very effective alternative to relying on personal recommendations and word-of-mouth. In 2021 developing a personalised marketing strategy is essential for every trainer.

The two step routine

Personal trainers, similar to other professionals who provide one-on-one tutorage, need to build a strong relationship with their clients. If this is a surprise to you then you are in the wrong industry 😉

The first step towards building strong relationships is providing an excellent service to your current clients; the second step involves letting everybody know about your outstanding work.

How to make your accomplishments viral?

In 2021, every personal trainer needs at list a knowledge of the basics of digital marketing practices.

These practices include:

Targeting your audience to find the perfect client

It should be stating the obvious, but a personal trainer needs to work with local clients who have the financial means to pay for the service. Location and the annual revenue should be your first targeting filters, but these will not be enough to determine your perfect client.

Also think about the music they are listening to, consider what websites they are visiting and include various other behavioral filters. If you have trouble with doing this by yourself, you can always use a wide selection of free advertising platforms for this purpose, including: Google Analytics, Facebook Audience Manager, Twitter Insights etc.

Create content

Remember, content is king, and creating useful and interesting content is an established way to present your abilities to a wider audience. These are some content concepts personal trainers can use to enrich their marketing strategy:

  • Articles about exercise and nutrition;
  • Video tutorials for difficult exercises;
  • Podcasts that explore fitness and nutrition topics;
  • Healthy and nutritious recipes (in the form of articles, slideshows or videos);
  • Gym photos;
  • Motivational posters, quotes, memes and videos;
  • Exercise music mixes;
  • Fitness and nutrition eBooks.
A male personal trainer working with a female client on her boxing skills

Make your content viral

This is probably the hardest and the most interesting part of every marketing strategy. There are many ways you can share your content and engage your potential clients with it. Create separate business pages on at least three social networks, as well as well-designed website or blog where you will post your content.

For starters, you can host your website for free on GitHub, or you can make free blog on Tumblr, Blogger or WordPress. Start posting your content and try to engage your audience with witty and informative posts. Be interesting, provide value and, most of all, be authentic.

You should also then consider the various types of paid internet advertising, like Facebook Ads and Google AdWords. They are not cheap, but they do work in targeting your desired audience and minimising ad wastage

At the end of the day, always remember to review your website, your social media accounts and your ad copy from the perspective of your clients and prospective clients.

Remember, your marketing strategy is not just about building your profile; your strategy should also be about making you relevant to your ideal customer.

Learning effective digital marketing techniques can help turn personal trainers into modern entrepreneurs. It has never been easier or more accessible to pro-actively reach and influence your target client base.


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