If you’ve ever worked in sales or dabbled in marketing, you might’ve heard the term ‘marketing funnel’ pop up a few times.
This consumer-focused marketing model is vital for building a client base and can prove to be a powerful marketing tool for personal trainers; it is certainly something you would want to be across if you are starting your own personal training business that’s for sure!
The marketing funnel is the process a potential customer has to go through before they become a client. It consists of 5 stages:
The model is likened to a funnel because it is designed to attract as many people as possible to your brand/services and push them through the funnel using different marketing messages until they are ready to purchase (also known as a conversion).
When you first start out as a personal trainer, getting your head around how to attract recurring customers to your business can be tough if you’re doing it on your own.
You should use the marketing funnel to make the process as straightforward as possible and effectively communicate with your audience wherever they are at within the marketing funnel to sell your value as a personal trainer.
Let’s have a closer look at the five stages of the marketing funnel.
Awareness is at the top of the funnel. At this stage, people become familiar with your brand through several types of marketing, including:
In the consideration stage of the marketing funnel, leads have turned into marketing qualified leads. It’s at this stage that your prospective clients are defined and have demonstrated they’re interested in finding out more about your product. This is when you can begin to send out more information about your services.
You want to provide your market with more targeted content that appeals to their needs. By doing this, you demonstrate that you have the solution to their problems. As a personal trainer, your next steps could include:
The goal of the conversion stage is to convince your prospective clients to become your personal training client. Once you’ve educated them on what you offer and how you can help them, next comes the delicate dance of convincing them why your services are better than your competitors.
Focus on the benefits of your service and create a sense of urgency to purchase. Be careful not to overwhelm your client or subject them to pressure marketing, as this can deter them from choosing your services. Instead, invite your clients to purchase by:
Once you’ve gained a customer through the conversion stage of the marketing funnel, now’s the time to develop a plan for creating customer loyalty. Repeat customers or clients are more valuable to your business than new customers, particularly as a personal trainer.
It’s through creating loyalty that you’re gaining repeat sales, as well as opening yourself up to potential referrals and great feedback which can help to improve your business.
Here are a few valuable tools to create loyalty:
The key to loyalty is to ensure that your clients know they’re getting the best deal in addition to your high quality, professional service.
The final stage in the marketing funnel model is advocacy. It’s at this point where your client is more than a customer; they’re your biggest fan. This is the best stage as your clients are so excited about your offers and services that they begin telling their friends and family about you, they post their own progress pictures, they leave positive reviews, and they have nothing but belief in your brand.
In other words, they’re now helping you to create brand awareness by becoming ambassadors for your brand. At this stage, you can celebrate with your fans while enticing new customers by:
Before you start marketing yourself as a personal trainer by implementing these marketing funnel strategies, you need a good understanding of the fitness industry and a qualification to match!
Explore personal training course options with the Australian Institute of Fitness here.