In this 20-minute blog post I’m going to discuss some ways that you can help to establish yourself as the go to trainer in your area and in time build a loyal base of clients.
I see loads of trainers obsessing about online lead generation, funnels and Facebook ads but they are usually missing a huge amount of potential by neglecting some fundamental methods they could be using for FREE.
The following five methods have been put in order to show you which of these should be completed first (in my opinion). I’ll explain how each method links to the next method to create an ongoing cycle of personal training leads and hopefully paying clients!
Ok so here they are…
1. Write a lead magnet aimed at your ideal client avatar
The importance of a well written lead magnet cannot be understated!
Have you ever visited a website and been prompted to download a free product to help with your specific problem?
If you answered “yes” then you’ve already encountered lead magnets. Typically, they will be a PDF, audio or video file and can also be batched together in a “resource pack” or similar package.
The basic premise of a lead magnet is to provide the lead (the person who has downloaded the file) with loads of valuable content that immediately helps them with their specific problem.
Normally the lead would have been drawn to the site with a Facebook ad or a very specific search on Google. This is your opportunity to wow the client with your knowledge and show them how your service can help them solve their problem.
Obviously in exchange for this world changing, ground breaking information there is a cost! Normally it will be the clients email address or other contact details to allow you to follow up and start building rapport in the eventual hope they become a paying customer.
When you start to think about creating your lead magnet you need to think of your ideal client and try to imagine their biggest problems, once you know their problems you can create highly targeted solutions.
Some examples I or my clients have used in the past…
- 10 steps to build your fat loss diet
- 3 simple training tips to maximise muscle growth
- Rapid 28-day fat loss program
There is one problem with lead magnets. Information is everywhere.
I have over 1,400 e-books on my hard drive and I have read a grand total of 3 of them!
I recommend when you create your lead magnet you finish it by offering a free consultation, skype call or webinar to show the client how you can help them implement the new information they have.
“Information is free, implementation is priceless”
ACTION POINT – sit down with a large coffee, think about your clients’ top three problems and write down as many solutions as possible to these problems.
For example, if your client is a 30 year old mum with three kids then one of her main problems may be finding family friendly recipes for fat loss, you could easily remedy this with an e-book or video series called “ten minute fat loss recipes for the whole family”.
The content itself doesn’t have to be revolutionary but it does need to be easily digestible and relevant to your customers pain points or problems.
2. Use your top two or three social networks to give loads of value, consistently
This point shouldn’t even really need to be made in my opinion.
Most personal trainers that I speak to make one of two major mistakes when using social media.
Firstly, they are spreading themselves across loads of social networks and not committing the time or effort to really grow that networks or use it to its full capability.
Secondly, when they do post on their social networks they are being too pushy, salesy or just plain boring.
I’ve lost count of the amount of times I’ve seen a PT post “Bookings now available, ten sessions for £300” or something similar.
This type of post on its own achieves nothing.
Instead of using social media as a place to post about your prices and how many spaces you have left for clients, focus on delivering content designed for your avatar that they can use and that will add real value to their life.
As time goes by and potential clients are seeing more and more of your usable, relevant content on their feed they will start to know, like and trust you.
Once this happens and they encounter a problem that is big enough for them to seek help who do you think they will go to?
That’s right, the person that’s been helping them for free for ages. (hopefully you!).
ACTION TIP – Choose the content format that you find the easiest to produce and you feel most comfortable with. Some of the trainers that I speak to record 30 second to 3 minute videos and love being on camera, others hate being on camera but love writing short articles. Find what works for you and run with it.
3. Launch a closed Facebook group to give loads of value
Again, this is a method you can use immediately to gain exposure for your personal training business in a very low barrier way, I always recommend to my mentoring clients and course graduates that as soon as they start their PT business that they create a closed Facebook group for their potential clients.
The main reason we recommend a closed Facebook group is so that all of your followers and prospective clients are in one place where you can maximise engagement and promote a community feel that will help prospective clients feel at ease as well as feeling comfortable rather than being sold to all the time.
One key tip here is to not just add every single one of your contacts to the group, this comes across as spammy, desperate and just plain annoying!
Your best option is to create the group for people that have shown interest in your business as well as past and active clients. I would recommend asking each person before you add them in!
Another benefit of having a closed Facebook group is it will allow you to reward the members with exclusive events, offers and content.
ACTION TIP – Stop reading this article right now and go and create your closed group.
Seriously, go now! I’ll be here waiting…
4. Run a free 30, 60 or 90-day online programme or challenge
I have used this extensively with a recent mentoring client and he is having amazing success with this method.
We sat down together and planned out a 30-day fat loss blueprint that he could use with his prospective clients over 30 days using only webinars, PDFs, video files and a closed Facebook group (that’s why I told you to do it earlier!)
After two hours, we had managed to plan out a fully automated 30 day online fat loss program using some basic software and then after another eight hours of filming and writing we had all of the content finished.
His next goal was to get AS MANY PEOPLE AS POSSIBLE onto the program. This is the part where you will need to hustle relentlessly and try to get as many prospective clients as possible committed to using your programme.
After a week, he had thirty people signed up for his programme, 12 of which then became paying clients after 30 days.
Obviously, you can change the timeframe to suit your business but generally speaking the longer your clients are on your free programme the better your conversion rate will be because you would have built up more trust with them. I would also recommend using methods to encourage adherence and mental commitment from your clients such as using daily accountability posts into your Facebook group.
There are two major benefits of using this method;
Firstly, it allows potential clients to try out your services and test your information for free with no long-term commitment. This is a MASSIVE rapport and trust building exercise.
When these clients get awesome results with you for free they will become raving fans about your services and should sign up as well as bringing a ton of referrals your way
Secondly, you can gain a HUGE number of testimonials and social proof to use when selling your services in the future.
This is especially true for PT’s who haven’t yet managed to build up a client base or gather client testimonials.
ACTION TIP – Start writing out your blueprint for your programme or challenge immediately and figure out how you can automate it as much as possible whilst giving amazing value and awesome content.
Run expert seminars and workshops in your local area
This method is awesome for growing your audience and establishing yourself as an expert in your local area.
My favourite approach is to find a venue that you can secure that normally wouldn’t be open in an evening or late afternoon. Normally my clients will choose a healthy café or restaurant and they will approach the owners asking if they can host an event when the venue would typically not be earning money.
In my experience if you can hold multiple events at regular intervals then you can start to build up a really loyal group of followers and gain a substantial number of clients and exposure from each event.
One successful approach I’ve used in the past is to hold an event for a different topic each month, for example;
Month 1 – Fat Loss for Beginners
Month 2 – Nutrition Myths
Month 3 – Exercise for Fat Loss; The Basics
I would also recommend that you target these events to your avatars main problems. You can also invite guest speakers to help increase the value. For example, for the event “Fat Loss for Beginners” you could invite a local chef to do some demonstrations or tasting of healthy recipes for your guests.
In my opinion, the key element here is to focus on offering high quality, valuable information without coming across as pushy or as a salesperson! Also, don’t forget to capture the details of attendees either during the event or in the sign up process.
I personally use Eventbrite to host our PT Toolbox/UK PT’s events at Bath University, this way I don’t need to worry about handling tickets and also Eventbrite will automatically capture my guests email addresses. This will make it easier to fill your future events.
ACTION TIP – Do some research into local venues and reach out to them about holding an event and then write a list of 12 different topics you could talk about (one a month for a year)
If you need any help with any of the methods mentioned above just drop me an email at [email protected] and I can help you out!
Now go and get it done!