Professional performance is but one aspect of a successful career. No matter what people think, a lot depends on branding and up-to-date self-advertising. The age of traditional marketing is over, and online presence on its own is not necessarily enough to achieve your goals. Let us show you how to kick-start an organised and aim-oriented campaign as a trainer.
If your aim as a freelancer is to be successful and make a living out of what you love doing, performing well is just not enough. You have to show people why you stand out in your field of expertise, why your solutions work perfectly with their problems. Fortunately nowadays, you have much more options than a couple of years ago – the hegemony of offline marketing has long been broken by efficient yet widespread online solutions.
In the age of social media, virtual presence has become commonplace – basically everyone has at least one account on the most popular sites. Not every business goes the extra mile, but most have at least a social media profile, page or group to stay in touch with their clients.
New platforms offer plenty of new and creative ways to get your message across to your potential clients. This will help you reach people who’d you normally think are impossible to connect with.
Sounds good, doesn’t it? And if you are confused about how to start, don’t worry – we’ve collected some of the basic things in the topic so that you can become a little more familiar with building the perfect marketing strategy as a trainer.
Why is self-advertising necessary?
The best brands do not need advertising – if a product is truly good, or the service offered is excellent, it does not need traditional forms of advertising. But is it really the case?
The market works just differently than it used to be a decade ago. Power lines have shifted, and the increased number of competitors have heated up the race. In order to succeed, small enterprises now have to implement multi-platform marketing strategies.
This does not automatically mean that professional experience isn’t enough to succeed. If you are good at something, gaining professional acknowledgement is due. But if you’re willing to fight for success on multiple fronts to reach your target audience, your chances will exponentially grow that you reach your long-term goals quicker than expected. Similarly, if you refuse to inform people about you and your business, acquiring new clients will become much harder.
Many of us refrain from building a marketing strategy even if it doesn’t mean that you are lying about yourself or exaggerating reality. Actually, a truly good campaign is about something entirely else. It helps you show the world who you are, what makes you the best, and why should people choose you from the masses of contenders if they want to reach their long-term goals efficiently.
How to get started?
A functional marketing campaign is not something done overnight. It requires thorough research, and it assumes that you have clear and concise long-term goals under your belt.
First and foremost, you have to map out the market needs, and learn more about your target audience. Before getting down to anything else, you have to know what and to whom you are trying to sell. You have to know who the ideal client is so that you can customise your marketing campaign accordingly.
This might sound simple at first, but it is actually a bigger challenge than you’d think. You ought to know much more about your clients than the fact they want to exercise. You should be aware of the demographics, what services do you offer that are better than your rivals, and what channels are available for you to reach your audience.
Just to give you a vague idea: imagine as you struggle reaching out to seniors through Instagram. Yikes. People above 50 rarely use this platform, and chances are higher that your message gets across to them through Facebook or other, offline campaigns. Similarly, reaching younger audiences through TV spots is nearly impossible these days.
These examples demonstrate well how the world changed in the past two decades, and how different targeting must be for a given product or service. It’s important that before you’d get down to the planning phase you map out your potential clients’ demographics. Learn about their needs, and try to create campaigns on different platforms that suit these needs.
What devices should you use?
Online marketing offers plenty of opportunities for you to target pre-defined audiences efficiently. By using text or visual content (or combining the two), you can achieve success if you are consciously using the various opportunities offered by social media. Try to optimise your content according to your target audience’s needs and expectations.
- Written content
Written content has always been an effective marketing tool – way before the digital era would start. Be it a blog, a post on social media platforms, written content can lure in many followers for your business. Facebook pages, various groups and forums are probably the best examples for it.
When you’re creating written content, try to make your posts informative, entertaining and – from a professional perspective – credible. From a reader’s perspective, it is important that the content you’re sharing on your own blog or different social media platforms have something to say while also being fun to read. Dry, overly professional texts bore the reader – people just don’t have enough time or willingness to plow through baroque paragraphs.
Regardless, it is also important that you rely on sources that are relevant and credible at your field. A post without proper citations and references can damage your image much more than you could imagine.
Written content that is both entertaining and informative can generate lots of impression on social media, and it can be appreciated by both your target audiences and professionals – a well-written post can demonstrate how knowledgeable and skilled you are.
- Visual content
Creating and using visual content offers many opportunities. You can create infographics for Facebook posts, a neat photo or a short video for your Instagram page. You can start a mini-series on YouTube with your tips and tricks regarding training, but you even spice up your written content with a few cool photos. The most important thing is to always use good quality and open-source content, while also creating homogenous visuals and establishing an identifiable brand.
The more aesthetic and homogenous your visuals become, the more your audience will remember. This will also allow your name to be remembered whenever someone is talking about exercising, or any other field that you’re involved in.
How to stand out?
Using online platforms and social media isn’t a progressive thing to do, and it’s highly likely that most of your rivals have a Facebook or Instagram account. In order to stand out in the crowd, you have to show something that makes you the best, something that your competition hasn’t thought about. This might seem tough at first, but don’t forget that there’s a solution for every issue.
Try to keep up with the latest trends in your field, and as much as it’s possible, catch up with the news in the fitness world. Post updates about them, and motivate your visitors to interact with your posts. The higher the activity, the more likely it is that new visitors will arrive – and they can easily be converted to potential clients or even members of your regular clientele.
Don’t be active only online. Strive to show something new, something surprising to your guests each and every day. Use solutions that are unknown to rival trainers – novelties that you can introduce first. Being modern and up-to-date does not only lure in more clients, but it also makes your daily routine faster and seamless.
One of such modern solutions is Spomoco’s scheduling app, which helps your clients sign up for your classes with ease. But there’s more: thanks to Spomoco, you can get rid of the administrative burdens, plus thanks to its search function, you can find potential clients.
It’s high time that you tried something new, and show your audience that you’re the best outside of the gym as well. They have to see that if you have to keep up with the latest trends, you’re able to dictate the pace and stay ahead of the curve for many more days to come.