A lot of personal trainers feel overwhelmed by social media.
It can be intimidating.
As personal trainers and coaches, we're often trying to give people health & fitness related tips. We're trying to be helpful, but we don't really have a marketing strategy.
Our content looks and feels very random.
And yet, social media is an incredible way to:
Connect with your niche audience.
Get the word out about your personal training services.
Position yourself as the ultimate guide who has the solution to a specific client problem.
If your marketing message isn't clear, and you don't have a way to build trusting relationships with your audience, you're going to lose out on business.
Here are three tips to think about when posting your social media content.
1. Know your audience.
This is the MOST important thing, whom do you serve? Who is your niche client? The more you know about your niche client the easier it is to create valuable content that invites more of your ideal clients to engage with your personal training service.
2. Know the specific problem your niche client is trying to solve.
Choose one specific problem that you help clients solve. This allows you to show up as a guide who has a clear message. People invest in personal trainers who can help them solve their problems.
Your messaging needs to be memorable! The best way to make it memorable is to have a consistent message.
3. Have a controlling idea.
What is the purpose of your social media account? What's the one thing you want your audience to know once they've followed you for 30days?
This should be obvious from looking at the content you post.
For @protecttheasset, I want people to know that I help personal trainers who want to build a meaningful career that gives them enjoyment and financial stability without burning out.
Are you feeling overwhelmed by the task of creating social media content to grow your personal training career?
I get it, I struggled with online marketing for years.
So, I invested in a business coach and did a lot of research to learn more about marketing strategy.
I then created Protect The Asset (PTA), a career coaching framework for persona trainers who want to build a meaningful career without burning out.
Within PTA, the Client-Identify Framework has been designed to teach personal trainers how to craft a marketing message that invites your ideal clients to engage with your content.
There are two key parts to this framework:
Understand who you serve and what they want. Your client niche.
Write your Career Story Statement which helps you identify your niche, what problem is stopping them from reaching their goals, position yourself as a guide who has a plan, call your clients to action, and cast a vision of what both success and failure will look like.
Once you've written your Client Niche and your Career Story Statement you will have a very powerful filter that you can use to grow your personal training career.
Each of the elements within the career story statement can be used to drive your content.
It allows you to create clarity in all of your content. On your website, in your social media content, in your e-mails, in your video content, in your blog posts, and in everything you do.
Let's say you're a personal trainer who is helping “men that want to lose weight and keep it off”. Your approach to nutrition is not to cut out all carbs, as you don't believe it's a sustainable approach to weight loss.
What kind of post could you use to “position yourself as a guide” who has both empathy and authority to help your niche client?
How might you use the idea of showing up as a guide in your content?
Start by stating who you serve and what problem you solve.
A lot of men want to lose weight and keep it off, but they don't want to cut out all carbs.
Show some empathy.
I get it, I struggled to stay in shape and not eat carbs.
Show some authority and that you have a plan.
Here are three simple steps that I used to lose weight and keep it off without giving up carbs.
Step 1: Eat protein with every meal.
Step 2: Eat most of your carbs in the meal after your training session.
Step 3: Prioritise real whole food carbohydrates over highly processed carbohydrates.
To position ourselves as a valuable guide we need to show that we have both empathy and authority. It's also important to show your clients that you have a plan. Hint: “Sign-up to do online training with me” is not a plan.
Let's take a look at another example.
How might you use the idea of “what failure looks like” in a post?
Start by stating who you serve and what problem that you solve:
A lot of men want to lose weight and keep it off, but they struggle to cut out carbs.
Explain what failure looks like:
You've tried different diets, you've tried different training programs, and you're failing to see the results you want.
You're worried that you'll never lose that belly.
Show some empathy:
I get it, it took me years to find a training and diet program that suited my lifestyle and goals.
Show them the plan and call them to action:
So, I've created a 20week Sustainable Training and Diet program for men who want to lose weight and keep it off, without cutting out the carbs they love.
If you're ready to get in shape and lose that belly fat book a discovery call and let's get started.
Once you've created your Career Story Statement you'll have a controlling idea that you can apply to your marketing strategy.
So many personal trainers struggle to create social media content that works. They struggle to find a simple marketing strategy that works.
I get it, I struggled with online marketing for years.
But, by following the three simple steps above, I've managed to attract more of my ideal clients (personal trainers) to invest in my career coaching service.
I hope you found this blog post helpful and it's given you some ideas for your marketing content.
If you feeling stuck, uncertain, or overwhelmed when it comes to marketing your personal training services book a Career Strategy Call and I'll help uncover your next step.
To the success of your career,
StreTch