Engaged? Is it a Yes? Marketing Opportunities for Health & Fitness Pros
Marketing opportunities for your business and personal brand aren’t all the same. At first, you may be tempted to say yes to everything. It’s experience. It’s getting better at being interviewed or speaking. But I want to share how this quick lesson in clarity applies to how you run your business and choose to invest your time.
What’d I suggest you do is declare who you are, what you do, and what you want to do more of. When I review some of my prospective client’s websites and social accounts, it’s easy to see the reason there may be a mismatch between effort and results. That’s your brand, your mission. When you have a mission, your entire team has a mission to guide them.
Marketing Opportunities are More than Just “Getting Out There”
Clients come to me because they want to make more money. That’s not really about landing a picture on the cover of a magazine. It’s not about having a huge “influencer” following from beautiful images on Instagram. (After all, that doesn’t build a program or service or proven method or close the deal. It doesn’t create a repeatable, predictable process to get traffic, get leads, nurture leads, and sell to create new customers). There have been plenty of people who got their 5 minutes of fame on Oprah who weren’t set up to sell anything after or nurture leads.
When you have a mission, it’s easy to say yes or no to marketing opportunities, projects and offers. The bigger and more well-known you are, the more of these offers come in. There will be offers to partner and promote skincare, and yoga mats, and foam rollers, and acupuncture tools. These are just three sitting in my inbox right now.
Then there will be the stationary bike desk and the electric bike and the bed. And they take time! I once said yes, and got into an entire year-long relationship with a company that took hours of filming, writing, and often editing, then posting and sharing, which took a significant amount of time from my real business mission. In the end, was the new bed worth it? Not sure today I’d say yes again to that. At the time I couldn’t see it, but it didn’t accelerate my business, it slowed it down.
In this episode, I cover from start to end:
Who Does Your Brand Say “Yes” or “No” to?
Recently I was asked to speak on a podcast that was new to me, a fairly new podcast, and in reviewing previous episodes I was a little confused.
The aim of the podcast was clear at first glance, and then looking at the content it wasn’t at all.
The podcast was targeting allied health professionals. The guests were varied health coaches and trainers who serve direct-to-consumer programs and services.
Do you see the issue already?
The purpose of the podcast according to the host was a podcast for health or fitness pros. The topic was overcoming obstacles to getting started (for consumers). The next step however in supporting your target audience would be … not hearing how to get motivated yourself to overcome but how the coach or trainers coach to overcome. Someone who wants to say, how do I do this too, wants a training program themselves.
So, I thought, maybe I’m missing it. Maybe in fact this is a behind-the-curtain look at how other coaches and trainers are coaching clients out of this obstacle.
It was helpful to listen and to read the bait-and-switch of the podcast. It has begun as one thing and evolved into another. Fair enough. We’ve all done that business and personal lives!
Is this Brand Exposure Opportunity a YES?
Back to you, the potential guest, (and BTW, if you’re a host, be very clear who your listener is and what their problem is that you solve too!) what you have to ask is whether this serves you. When you are asked to be a guest do you ask:
Who is your target audience? What demographic?
What’s your reach? (in the case of a podcast – ask downloads per episode and per month).
How many will you be sharing this with on your social media channels and your email list?
These are fair questions to ask if you’re asked to give time and expertise for the benefit of growing someone else. Because they will expect that you share via email and social media. and They will potentially ask and get your agreement to do this as a part of agreement in being a guest. There is one individual I’ve interviewed in the last decade of podcasting, over two shows and at this point 4 episodes a week, who does not share. It’s a part of all communications. If you’re the author of the most sold books in the topic and subject area like Dr. John Gray, you too can choose to do this. But until then, you will want to share and be shared both.
Making the Most of Fitness Marketing Opportunities
Then, if asked and it’s a perfect match: Be ready! Don’t send a new acquaintance, barely more than a stranger to a program. Even if it’s low priced, a 12-week program or a 4-week program is a commitment with someone they don’t know.
What’s your freebie? A quick win they can do without you.
For decades fitness centers assumed a free week trial, or free personal training consultations were the best way to get someone in and hooked.
For 80% of the population not moving, intimidated, it’s too big. It’s too much.
Start small. Start with ONE step and one more step after that’s mastered. Try it, you will not be disappointed. Should you also make it possible to buy? Yes. But it should be there for that 15% of customers who make up their mind and are ready now. The focus of your growth in a blue ocean of potential that no one is successfully tapping into, is ideally on the 85% of people who need one small and easy win that comes without the intimidation factor.
Someone who’s not exercising, who has a perceived obstacle of time, doesn’t think of themselves as an exerciser. THAT is where you can make the most difference. Without that difference, the actions won’t come or won’t stick. Change that and you change everything.
Other Episodes:
Fitness Trainer Opportunities Right Now | Start Over Start Strong: https://www.fitnessmarketingmastery.com/opportunities/ Fitness Marketing Hacks: https://www.fitnessmarketingmastery.com/fitness-marketing-hacks/
Resources:
Health & Fitness Business Scorecard: https://www.fitnessmarketingmastery.com/scorecard
Marketing to Women Copywriting Course: https://www.fitnessmarketingmastery.com/copywriting-course
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