Warning: If you’re a personal trainer, you may find what I’m about to show you kind of brutal.
This is the current state of online advertising for personal trainers:
The entire first fold is taken up by paid media, and the organic search results (when you finally see them) are lists upon lists of trainers and their websites. Chances are, if you’re not paying, then you’re not getting on the first page.
Oh, and by the way: if you want to dip your toes in the paid media waters, check out how much you’d spend per click:
That’s a lot of cash per click.
I only bring this up because my cousin, a personal trainer, asked me what he could do to get more clients. Almost reflexively, I said, “No problem—just build a website, throw some paid media at it and you’ll be light years ahead of other trainers.”
But I stopped short because, as you’ve seen, that’s just not the case anymore.
Don’t get me wrong—you do need a website if you want to keep up (and if you don’t have one yet, I suggest this gorgeous template). It’s just that personal trainers are building websites, and they are using paid media. That avenue is so saturated that it’s tough to break through and consistently get leads.
So where can you win? Content.
In this Build My Business post, I’m going to show you how I’d create a killer personal trainer campaign that relies on free content and smart follow-up tactics to bring in leads who are enthusiastic about your services before you even sell them.
In the words of Arnold Schwarzenegger, I’m going to pump you up!
Here’s a macro-level look at the personal trainer campaign I’ll cover in this post:
If you want to get an in-depth understanding behind the parts in this campaign, you can read all about our approach to building campaign funnels here. I’ll also break down each part in the sections below.
But before we go any further: I’ve created a worksheet that you really should download while you’re reading this. It walks you through how to construct all the key pieces of the funnel as you go through the post. It’s tremendously helpful, so click the button below to get it before you continue reading:
Here’s what I’m going to do in this campaign: