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So many personal trainers and fitness business owners turn marketing into something way more complex than it needs to be. How do I know? Because that’s exactly what I used to do and it’s one of the most common things I hear from new coaching clients I get.
So what I’m going to do in this blog post is share with you an extremely simple way to put together a marketing plan that works. I’m not going to get into the nitty gritty components of marketing because if you don’t start with this, you’ll just over complicate things and most likely get nothing done.
And if you are someone who suffers from paralysis from analysis here is what I want you to do.
Follow the steps that I lay out.
Know that it is not going to be perfect.
Keep track of everything, so you know what worked well and what didn’t
Tweak it and do it again
The more that you do this, the better your marketing will get. Take on the mindset of Thomas Edison.
Step 1: Split your Marketing Campaigns into 3 Groups
The 3 campaigns are Internal, External and Community.
Internal campaigns target the people already in your facility so you could do things like shake of the day, an accountability program or some type of speciality program (Get Your Swing On; focusing on teaching people how to use kettlebells).
External campaigns target people outside of your facility. This is the type of marketing most people think of so there are numerous ways to do this. The most common one I see is some sort of 14/21/1 month feeder program, or at this time of year a new years resolution program.
A community campaign is a great way to raise awareness of your facility/business, and many times it’s also a way to give back. Things like lunch and learns at local businesses, a charity workout on a Saturday morning or a free sports performance workshop for a local youth team are all great ways to get out into the community and drive leads into your business.
Step 2: Pick 1 for Every Quarter
Now that you’ve split your marketing into 3 categories pick one type of campaign from each for this quarter.
So for example you may run a 6-week new years resolution program (external), a Feel Better with Foam Rolling 4-week program (internal), and a charity workout for the Habitat for Humanity organization.
Step 3: Put them into your Calendar
Once you’ve picked out your campaigns figure out the start and end date for each campaign and put them into your calendar. Just be careful that they don’t overlap or fail too close to each other if they are similar campaigns or are staff intensive.
So lets plan this out.
Your New Years program starts Monday January 13th and with this program it can actually be an external and internal program depending on how you set it up. But still make sure that you have 3 campaigns for the quarter.
Your Feel Better with Foam Rolling program starts March 3rd. Each week you have a morning and evening (or whatever your busy times are) 45-60 minute group session where you teach them how to use the foam roller and give them a print out of the routine that they can do before or after their workout and at home. You could charge a small amount of money and throw in the foam roller or you could make it free and sell foam rollers on the back end.
Your Charity workout will take place on March 22nd at your facility.
Step 4: Reverse Engineer It
Now that you have picked start dates you want to plan out what needs to be done before the program starts. This is where most trainers like to make things difficult so lets KISS it (Keep It Simple Stupid)
Make a list of things that you need to do 6 weeks, 4 weeks, and 2 weeks before the program/event starts. And then make sure you get it done.
Here are a couple examples. At 6 weeks out you may get all the artwork done for your flyers, then at 4 weeks you will distribute the flyers, then at 2 weeks out you start sending out your emails about the program. There is obliviously a few more things to do but that should get you thinking.
Step 5: Rock the Event
Now do what you do best and make the program absolutely amazing! Over-deliver and you’ll create raving fans and new leads ready to start training with you long term.
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