Content Marketing Strategies For Personal Trainers
Rahz Slaughter, a.k.a the Motivator from FitnessBusinessMastery.com and creator of the One Hour Trainer book. I got a question for you. Why do you feel your marketing is struggling right now?
Why are you having trouble getting leads consistently into your fitness studio, online gym, online studio, coaching programs, right now? What do you think is the number one challenge of being able to consistently every 30 days predict how many leads are coming into your business so that you can utilize your closing and sales’ system in order to grow your personal training studio?
See, here’s the reason that I believe … I have three reasons why I believe your marketing content isn’t working. As I’m getting text here. Number one, the problem is simple. You are not niche focused. Now, a lot of personal trainers, coaches, studio owners, a lot of people get excited. We have the entrepreneurial seizure and we believe, “You know what? I could do everything for everyone. I could be a jack of all trades and a master of known.” See, but what I want you to understand is that in order for you to truly grow your business, you must niche down. Now, I know you heard that. But every one of my clients who I am serving, whether in my high-end Kaizen Mastermind or my eight week Impact Machine program, understands this key component. It’s a key distinction between succeeding and failing in this industry, because there’s too many options for too many people to pick from if you don’t niche down.
For my Canadian friends, right? For my Americans, it’s niche. Here’s what I want you guys to understand. The solution is simple. You need to go find your niche, which within one of the three main categories, wealth, relationships, or health, right? Then you got to find your sub-niche, so it’s the red ocean or a blue ocean. If you’ve read the Blue Ocean Strategy, what you’ll understand about that is right now the fitness industry is primed. The reason it’s primed is that people are jumping in the water consistently, whether they’re a fake guru, whether they’re a fake online coach who simply got a $2 certification, or they’re someone who got on stage, won their IFBB Pro, and now they’re a personal trainer because they feel they’re certified that they can help people get the same results as they did, but they’re genetic freaks.
See, what I want you guys to understand is that when you’re trying to figure out how you can create your own little subsection of the niche of health, you have to drill deep and figure out specifically who it is that you want to serve, can you get them a result, have you gotten them a result, have you done the same thing for yourself possibly, and can they pay you? See, if they can do all those things and all those questions are resounding yes, what I want you to understand is then you are going to be able to figure out what that sliver of the red ocean you can carve off and make a blue ocean. When you create that blue ocean, now you could be the dominant player in your market. See, we’re in one of my studios here on Long Island in between sessions and I can tell you that we are a very niched down organization. One-on-one personal training, specifically 98% of our clients are females who are suffering with menopausal symptoms, weight loss challenges, and body image challenges.
When I’m speaking to them, whether it’s in my marketing, in my articles, my blog posts, my audios, my videos, it’s talking specifically to the number one pain that keeps them up at night. See, that’s what I want you guys to understand. How can you take the super niche of health, drill deep down, find out what makes you special. What makes Sherry special? What makes Steven special? What makes Brad, who I know is a beast, and he’s been doing it … What makes Jessie … Great pic by the way Jessie. Love that new profile picture. What makes everybody special? When you dig deep and you peel back the onion and you know your sub-niche within the market better than anybody else, you’re going to speak to them, and your marketing is going to sing, and it’s going to sing specifically to them, they’re going to raise their hand, they’re going to tell you, “Hey, I want your solution.”
See, a lot of fitness professionals, here’s what I can share with you guys. This is high level stuff that I work with my high-end mastermind clients with, but I’m going to share it with you. You’re marketing to people who you think are awake and know that they have a problem. Where you need to start to market to them, because there’s three little areas. First, they’re asleep. They don’t even know. They’re walking around, “I need a gym. I want to go to Orange Theory, I want to go to Fit Body Bootcamp. I want to go to that personal training studio.” But they’re confused. They don’t know what they need. “Oh, maybe I’ll go try SoulCycle today. Maybe I’ll do Zumba tomorrow.” See, because they’re asleep. Then there’s people who are aware. That’s the second level. They’re aware they have they a problem, which leads them to searching for a solution.
Then the third stage is they’re awake. You need to market to people in three different levels, asleep, aware, and awake. Your marketing needs to be specific. In each of those areas, you get to speak to them differently. If you go right to them, you set up a Facebook ad, and now you’re like, boom, here you go and they’re asleep and you’re telling them, “I got a 12 week transformation and you’re going to love it.” They’re going to be like, “What the hell are you talking about? I don’t need it. I’m going to go try Zumba. I’m going to go do yoga because I want to lose fat. I hear that if I … I can get tight and toned by doing yoga three times a week.” That’s why you need to understand your marketing. Fitness professionals, this is an easy business. This is a super easy business. Those who say it isn’t, don’t understand it.
3 KEY MARKETING PRINCIPLES REVEALED…
Content marketing principle number one, you have to research your market. Research your market. I’m going to give you guys an insider secret here right now. Go to BuzzSumo.com and start utilizing that software. There’s a free version and a paid version. Start to utilize that software so that you can actually research your niche and you could figure out what’s the hot topics in there, what should you create your content around. Then you got to create your content so that it’s structured properly so that you can move somebody from asleep, to aware, to awake. When you’re doing that, you’re marketing differently than everybody else in your market, because everybody else is just, “Buy my shit, buy my shit. I got a 12 week transformation. I need leads, I need sales, I need leads, I need sales,” right?
I NEED LEAD…
But if you know how to move the prospect through the sale’s process, you’re going to be able to get them at your door when they’re ready to swipe their credit card. See, this is the distinction. Nobody’s talking about this, because everybody’s telling you, “Oh, you know what? You need a new better Facebook guy. You need a better Facebook ad. Oh, my Facebook is not working anymore. You need to go use Instagram.” No, you need to learn your market. Number one content marketing principle is research your market. Learn it better than anybody else. Know what’s keeping your prospect up at night. Know the unspoken questions that are in their mind. What are they not telling anybody because they don’t even know they got the problem to? See, if you’re a marketer, you’ll understand this. See, I understand it for my market. That’s why we don’t have a lead gen problem.
We have not spent money on Facebook ads in the last four and a half months and people are still walking in the door because we are marketing, it’s matched to our content. Our content is matched to our niche. Boom. Ah-ha. If you guys are taking notes, that’s a keeper. Number two, you got to match your message to your market. Your message to your market. You know that I talk about creating a million dollar message. That message should sing. That message is what you stand for, stand against. That message is your brand, it’s everything. It’s your backstory. It’s your avatar. It is everything to you.
The backstory for Meta-Burn Fitness is simple, we don’t believe in boring long cardio. We don’t believe in dietings. We don’t believe in doing bootcamps and we don’t believe in big, big group classes that work. We believe that the results happen from the one-on-one connection in small groups. When you have small groups, you’re going to be able to create amazing results. I’m not knocking anybody who has that as their business model, it’s not mine. My niche knows what they’re getting when they walk into my studios, high-end private personal training with attention to exercise, nutrition, and stress reduction. We talk about it in our content, right? My content matches my market. My market is the women who I know I serve better than anybody, who can pay me the money I want, so I don’t have to discount my services, who I’ve gotten amazing results from, who are all over my walls, and I’ve done it over, and over, and over again.
MESSAGE TO MARKET
See, if you want to dominant your market, you must match your message to your market. That’s number two. Number three, consistency. You must be consistent with your marketing. You never ever stop marketing. If you’re a marketer, which you are if you’re in business, then you never stop marketing. I never stop marketing. I said I didn’t spend money on Facebook, I didn’t say I stopped my marketing. I’m doing other things for marketing. I have other lead gens out, opt-ins out, content marketing, blogs, audios, videos, right? I have internal and external marketing strategies going every 30 days. I have a marketing calendar designed so that I’m not just shooting from the hip to see what I can get out there. “Oh shit, I need leads. I better run out 14 day fat flush.” No. Strategically every 90 days.
What Campaigns Can We Run… This is our Marketing Brainstorming Process…
Every 60 days I sit down with my studio managers and Greg, and what we do is we think about, “Okay. What do we want to do? We know that October and September are coming. What campaigns do we want to run?” Look at the data, “What did we run last year? What were our numbers? How many clients? How many consultations did we do?” By doing this, this allows us to specifically understand our market, understand when we need to pull it, push a little bit, and pull back a little bit. Consistency. How many times per week are you putting out content? How many times a week are you emailing your lists? Are you building a list and nurturing that list so that you can move them through the three channels, like I shared with you? Are they asleep? Are they aware? Are they awake? If you guys are paying attention, this is good stuff, this is simple. This is not hard to understand.
KEEP IT SIMPLE…
We don’t need to complicate it. Marketing is easy when you understand your market, when you have a message that dominates your market, right? The three things are one, research your market. Two, you got to match your message, you need to have one. If you don’t have one, help is on the way. Let me know what I can do to help you out. You’re in the part of this group, tell me what your message is. How you messaging to your clients? What do you stand for? What do you stand against? What’s your backstory? Number Three, your consistency. How frequently are you putting out new pieces of content that’s not just a quote, that’s not just a picture of you sitting on a beach. That’s not content. Content is giving somebody education, information, and giving from the heart so that they can see that you’re a bonafide authority on that topic. What do you say? Am I talking … What do you say?
I’m watching you. I know that you’re doing really well. My name Skip LaCour I’m blessed to call a friend, he’s watching. What I can share with you guys, if you’re not doing this, this is why you’re struggling with getting consistent leads. As I said in the beginning of this training, I have a special invitation for two people. Two people who watch this live or watch the recording. I want to do a marketing audit of your business. The reason I want to do this marketing audit is simple, I want to look and see what you’re currently doing. Are you utilizing the three content marketing principles? Are you researching your market? Do you have a message and how frequently or consistently are you marketing? If you’re not, I’m going to give you a couple takeaways, what you should be doing. Why am I doing this? It’s simple. I want to show you value.
If I show you value, and when I make an offer, “Hey, do you want to come out to New York, come to one of my events? Do you want to join my eight week Impact Machine? Would you like to learn a little bit more about my high-end Kaizen Mastermind where you get to spend a day with Greg and me going in your business, where you get to speak to us every two weeks? It might or might not be for you.” Either way, we get on the phone, we find out. If it’s something that works for you, great. If it’s not, you’re going to leave with some information that will help you with your marketing so that you can generate consistent leads and you no longer have to just try to survive, but you can start thriving in this amazing business we call the fitness business. Then you could design a business that you love that’s profitable. If you’re watching this, here’s how you do it.
All I want you to do is simply in the comment box below write the words, content marketing. If you write the words content marketing, the first two people I will direct message you with a link that’s going to allow you to schedule a time with me. 30 minutes, no obligation, not a hard sell. I’m not going to be like pitching you a $5,000-$25,000 program. I’m simply going to ask you a few questions. You’re going to tell me some answers, we’re going to go back and forth a little bit. I’ll learn a little bit more about your business, find out what your results you’re seeking, how we can help you get there utilizing the three content principles that I shared with you in this video, and at the end of that call if I feel that we’re a fit and I can assist you even more, I’ll give you that opportunity and I’ll ask your permission to share with you a little bit more about that.
If that works, great. If it doesn’t, we’ll still part as friends. You’ll still be an amazing individual and person in this group and I’ll still serve you. How does that sound? Sound good to you guys? Simply, here’s all you got to do. Content marketing in the chat box below, simply write those words if you’re interested in taking me up on the invitation. I’ll send over the information and we’ll get started from there. Three pieces of information I want you guys to understand. You got to research your market, you need to know your message to market, and number three, your frequency. As always man, go out there, create some amazing things, make an impact in your market, and kick some ass.