You vs. Your Competitors
As a personal trainer, you have a variety of competitors that you have to keep in mind. The key competitors are other personal trainers in your area or a person choosing to workout on their own without any guidance.
Unfortunately, 2020 threw a wrench in everyone's plans and most personal trainers took their business online. Now you're no longer just competing with trainers in your city, but also every other trainer on the internet. And according to PT Pioneer, there are 340,000 certified personal trainers working professionally. That makes your job much harder, right? Without undercutting prices, how do you make your prospect choose you the other 339,999 trainers out there? That's up to you, but it really all comes down to branding and how you decide to position yourself.
I put together a short list of things that people look for when they're in the consideration process. Use this as a guide when you're creating content or brainstorming topics to discuss.
What makes you qualified to give anyone fitness advice? Talk about your certifications and your areas of expertise. People want to know that you have the qualifications necessary and that you're not just someone that likes to workout. Use your platform to show that you're an expert in this industry and focus on the areas that you're passionate about. Do you focus on the nutrition side of things? Talk about this often! Share the science behind it and prove that you're the nutritional guru that they should come to for advice.
Do you have proof that you're a successful coach? Give client shoutouts. Share testimonials and before and after pics. Your current clients will appreciate the love and it gives you credibility. If you're just getting started, share your own progress photos or take on a client or two for free to build that credibility.
When it all comes down to it, your personality is what is going to help you sell the most. As a service provider that is working one-on-one with your clients, they need to make sure they're going to get along with you. At the end of the day, this is what is going to keep them coming back month after month. Use your platform to talk about your personal life, your views on things (try to stay away from controversial topics unless you're so passionate about them that you wouldn't want to work with people that don't agree with your views). Prove to your prospects that you're motivating and going to be able to hold them accountable for their daily workouts.
There are 2 different types of social media content: organic and paid media. Click here to find out the differences and when you should be using these.