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FINDING YOUR AUDIENCE
Creating great content for your PT business won’t do much for your brand, or drive many enquiries, if it isn’t reaching the right people!
Fortunately, there are numerous ways to find your audience – here are three quick wins you should explore today!
CONNECT WITH YOUR INFLUENCERS
An influencer is an individual who has the power to affect purchase decisions of other people because of their authority, knowledge, position or relationship with their audience.
At the time of writing, Instagram is the chosen platform for many influencers, which makes them very easy to find.
Go to Instagram, use the search bar to look up your location – e.g. Shoreham-by-Sea – and select ‘locations’. There will be thousands of responses depending on where you searched. Sift through the results that come back and select TEN influencers who have more than 1,000 followers and appear interested in health and fitness.
These are the people you need to work with.
Now consider:
How can you partner with these individuals in an attempt to get in front of their followers (your potential clients)?
What value can you offer?
- Complimentary PT session?
- A bespoke dietary plan?
- Access to your gym?
What are the quick wins?
- Paid sponsorship?
- Competition for their followers – ‘win a month’s PT’?
How can you make it a longer-term relationship?
- Guest blogger on your website?
- Collaboration with your social channels?
- On-going advice/training support?
SOCIAL TARGETING
The targeting capabilities on social channels are incredibly sophisticated and it’s now easier than ever to hone in on very specific audiences.
Fancy reaching 29-year-old women in Sussex who have recently become engaged and are hoping to get in to shape in the next 6 months?
They may not have even told their parents about their intentions to marry, but they could have revealed it online by searching for venues, dresses and advice about getting in shape for a wedding.
What about new dads who have recently bought some new gym kit or affluent 50+’s who are considering following the Joe Wicks 90 day plan but thinks they may prefer one-to-one fitness instruction?
In an information dense world, social targeting and paid media has become a necessity. Embrace it.
GALVANISE YOUR CUSTOMERS
Reaching your audience doesn’t always need to be online.
If you are already operating as a business, chances are you have a customer base ready to be activated. These people are your key to expanding your influence because your customers’ friends and peers are just like them, demographically and psychographically.
That’s who you want to reach.
How can you encourage every customer or client of yours to refer just one person to you?
- Invite them to bring a buddy to join them for a group exercise class for free?
- Give them a 3 free sessions if they introduce someone who bulk books with you?
- 10% off for every consultation they refer?
Referrals are incredibly valuable (and worth incentivising), how can you turn one brand fan into two?
Your audience is out there waiting to be reached – both online and off-line. The PT’s who think outside the box and find new interesting ways to reach them are the ones who will come out on top.