Personal Training Business Growth Using Infomarketing Strategies
A Personal Training Business Post By Pat Rigsby
There are a lot of different ways to build your personal training business. Infomarketing being one of them.
If you know anything about the infomarketing world, it is a pretty interesting one. There are a lot of smart, ethical folks doing really, really well – and a fair share of people that are, well…not folks that I’d consider ethical or even remotely close to being experts in the information they’re selling.
But pretty much all of them that are doing well have some stuff in common. They have sound personal training business models that they know inside and out. They track everything to see what works.
Because of this – they’ve developed pretty efficient ‘machines’ that fitness pros can learn a lot from. Here’s an overview of some of those infomarketing concepts that you can apply to your business.
Traffic – Most of the infomarketers I know are very good at using 1 or 2 sources of traffic. Some are great at media buys. Some are awesome at SEO. Some know Facebook or Google Ads inside out. Others are great at leveraging affiliates. I don’t know many – if any that are great at all of it.
You should be the same way. You can generate plenty of leads by being great at a couple of marketing strategies. If you get great at public speaking and Facebook Ads to generate leads to your personal training business, you probably don’t need to be strong at running Business of the Month promos or Joint Ventures. This doesn’t mean you should ignore other strategies – but it does mean that you should work to become great at a couple and spend less time on the rest.
Tracking – The most successful fitness infomarketers know their numbers inside and out. They know where their leads come from. They know how many convert to buyers. They know what percentage take their upsell offers. They know their ROI on every marketing dollar. They know a bunch of other details that would probably take me an entire blog post to explain – and knowing all this stuff makes them money.
So at minimum you should track:
- Where your leads are coming from
- What percentage of those leads you close
- The lifetime and average monthly value of your clients
- Your client’s usage rates
- Your client’s referrals
There are plenty of others that are valuable – but start with these.
A Marketing Funnel – Many info businesses use a marketing funnel that looks something like this:
|Level 1 – A Low Cost or Free Entry Level Offering: Free Reports, Free Video Series, Free Content or some very low cost product to identify people as prospects.Level 2 – Flagship Offering: This is usually their ebook or main course. The one that is most visible. For my wife Holly, it would be her Fit Yummy Mummy ebook.Level 3 – A Deluxe Version Of Their Flagship Offering: The offer for this usually happens at the point of sale. It might be a collection of videos that compliment an ebook.
Level 4 – A Continuity Program: For Holly, her membership site Club FYM is her base continuity program and she has an upgraded version that is called Fit Club. Club FYM is all digital while Fit Club members get a DVD of the Month and a print newsletter.
Level 5 – Complimentary Offerings: In fitness you see a lot of people offering cookbooks, specialty training programs and other spin offs of their main product.
Level 6 – Affiliate Offerings: Infomarketers will often offer something from another provider that might interest their audience that falls outside the scope of their own offerings. An example would be Holly promoting Prograde to her list.
Level 7 – Big Ticket Offers: For a fitness infomarketer, this might be a DVD Set or some other big bundle of resources. Holly has her Transformation Kit that is $247 – over $200 more than her flagship product.
Level 8 – Live Events: It’s more common for marketers that sell business or self help information, but Holly will be hosting her first Fit Yummy Mummy Summit in June.
Level 9: Guru Offerings: This is the level where the infomarketer starts teaching others how they built their business.
Level 10: Complimentary Businesses: You see this a lot – infomarketers starting secondary businesses that leverage their talents, list, contacts and knowledge.
So how could you use this type of approach in your personal training business? Here’s an example:
|Level 1 – A Low Cost or Free Entry Level Offering: A Free Trial of your programs. Free Reports on your website. A low cost offering like our 21 Day Drop a Dress Size program.Level 2 – Your Flagship Program: This could be a 3 Month commitment to your bootcamp or semi-private training program.Level 3 – A Deluxe Version Of Your Flagship Offering: Maybe you offer an upgrade from your bootcamp to add on 1 Day a Week of Semi-Private to accelerate their results. You could also offer some nutrition coaching program or a starter kit of Prograde supplements.
Level 4 – A Continuity Program: Since someone is hopefully already in a continuity program (a 3 Month contract), you’d be trying to incentivize them here to upgrade to a 12 Month commitment.
Level 5 – Complimentary Offerings: You could offer workshops, nutrition coaching, sell foam rollers or bands (You can join the Resistance Band Affiliate Program here, Prograde supplements, cookbooks or meal plans, etc.).
Level 6 – Affiliate Offerings: You can cross promote to Massage Therapists, Spas, Salons, Chiropractors, Dieticians and anyone else that offers a complimentary service or product or you can promote affiliate products online through your newsletter
Level 7 – Big Ticket Offers: You could upgrade someone to work more closely with you. More one-on-one attention. Or they could ascend from bootcamps to semi-private. You could bundle everything you can offer someone together into one package.
Level 8 – Live Events: I feel like workshops fall into the complimentary offerings step – but either way – you need to be doing them. You can run workshops on stuff like:
Level 9: Guru Offerings: If you’re getting great results with something – package it and offer it to other professionals. That’s what we did with our initial business model. That’s what Dave Schmitz did with Resistance Bands. If something you’re doing is unique and replicable – share it.
Level 10: Complimentary Businesses: There are a few great business models that are complimentary to traditional personal training or bootcamp based businesses. The obvious ones are Athletic Revolution or corporate bootcamps. They leverage the tools, talents and contacts you already have.
Do me a favor and look at your personal training business and see what is here that you’re missing or that you can improve on. There’s a lot to learn from other businesses outside your industry -and this is a great example. Tell me if you picked up any ideas below.
Dedicated to your success,