Owning a fitness business comes with a huge amount of stressors and problems to solve. Growing your business and getting the word out can be one of the most difficult of these problems. There seem to be so many strategies out there, from building an awesome website, to printing a ton of flyers, or putting on a huge promotion for a low sign-up fee.
Fitness business owners are always treading a fine line between spammy advertisements and effective, purposeful marketing strategies.
There are tons of different strategies that you can use to market and grow your fitness business, but for any of these ideas to work, you first need to determine a few things that will direct all of your marketing efforts.
The secret to the growh of your fitness business is, you must start with understanding who it is you are targeting and learning as much as you can about your customers. This will instantly make your marketing more effective and more attractive to your ideal customers.
Always Start With Buyer Personas
To grow your fitness business, you need to first identify your niche, and the specific people that you want to target with your business. Before you do any marketing you need to develop buyer personas so that you have a clear and specific target for every effort that you make. A buyer persona is a profile that gives in-depth insight into your target customer's lifestyle, roles, and goals. The more you can understand about your buyer personas the better you will be able to reach them with your marketing materials, and attract them to your business. Your goal here is to speak in their language, and craft a message that relates directly to their emotional needs and desires.
Develop A Strong Brand
After you nail down your buyer personas, getting your fitness business branded is the best way to take your business to the next level. Creating a solid brand will give you more credibility and give you a foundation to start building a strong brand reputation. Branding your business is more than just designing a logo and choosing colors, it is defining your overall core purpose that drives everything that you do. This will help you to clarify your message and brand promise and create a structure for you to use your brand consistently over all platforms.
Use Inbound Marketing
In the fitness industry, online content is a great way to reach people, get new customers, and grow your business. Inbound marketing is an effective way to generate leads online for your business. It helps you to create a cohesive plan to create online content that will be attractive to your buyer personas and increase brand awareness. This strategy includes creating online offers, social media, creating a blog for your business, and many other things that will help you to connect with your target customers online and grow your fitness business.
As mentioned before, the cornerstone of an effective marketing plan is knowing who your customers are. Before you produce any marketing material you must identify and understand your buyer personas and get to know them as much as possible. The better that you understand who they are the more effective your marketing will be, because you can target specific desires and goals that these people have. Having your personas identified will also make marketing decisions easier because you will have more understanding of what ideas are on target and which ones are not.