The Fitness Zone
Let’s face it, there are A LOT of personal trainers out there. In fact, more than 30,000 registered and qualified PTs in Australia. That’s why having a fitness blog is an important tool to help you stand out from the crowd.
Put simply, a fitness blog offers free personal training advice, without the heavy sales push. It’s all about building trust with a web prospect (someone who is interested in purchasing your fitness services, but has not yet made an enquiry). Lucky for you, Step into Life’s founder and director Larry Cohen is here to share how it all works.
Fitness blogging is a way for this prospective customer to get to know you, your business, your services, and your approach to personal training, even before they pick up the phone to speak with you. The more they read about your business online, the more likely they will ultimately be to take action and contact you.
A fitness blog is an effective tool to optimise your business website with online search engines. Each blog post is a chance to rank your website for a keyword – or search term – that your prospective client might type into Google or Yahoo when looking for a local personal training service.
BE AN EXPERT
By using each blog post to answer your clients’ key problems or queries, you are positioning yourself as an expert in your field. After all, a personal trainer with authority and authenticity is much more likely to attract clients, than one who appears less confident and unorganised.
The more engaging your fitness blog posts, the more likely they are to be shared on social media. This, in turn, increases the size of your audience (and prospective clients), and also the number of links back to your website, which helps boost your ranking on search engines. When it comes to selecting which social media channels to focus on, we advise our franchisees prioritise Facebook. This is because it’s the best proven social media tool for small business and it takes time to master, so start now! Facebook and YouTube in recent years have had a major impact on helping businesses generate good return on investment for their marketing campaigns. Email campaigns are another easy (and free) way to share your fitness blog posts, build your audience and set you apart as an expert in your field.
Knowing what to write about is important. The aim of your fitness blog is to capture, inform and engage your target audience. Develop a content marketing plan, which includes a small selection of categories suited to your client base (i.e. motivation, strength training and nutrition), and cover topics that fall within these categories.
Your content marketing plan should also outline a schedule for your regular online activities to help gain (and maintain) a following. At Step into Life, we recognise that managing a content marketing plan can be time consuming and that writing content may not be everyone’s forte. That's why we support our franchisees with a national marketing content plan, as well as provide social media guidance and support.
For more ways to connect with your target audience read my blog post for the Australian Institute of Fitness on 5 Ways To Gain Your Personal Training Clients’ Respect.