The first stage in your customer’s journey is probably not what you think it is. It is not the first time they sit down with you and tell you what their goals are. It is the first time you pop up on their radar! Successful personal trainers spend a considerable amount of time in their week building brand awareness. This article will explain why this is important and how you can build your brand awareness for your fitness business.
Why build brand awareness?
Before a customer purchases anything from you, they must be sure of two things.
- Your service or product is going to solve their problem
- You and your organisation are trustworthy and an authority in your field
If they feel certain about both of those factors, they will purchase from.
The more we expose a customer to our brand, the more confidence they will have in it. Think about when you buy a TV. If you have not heard of a particular TV make, you are automatically apprehensive about purchasing it.
If a client is considering getting help from a personal trainer, they are much more likely to get in contact if they know your brand already as a trustworthy authority at solving the problem they have.
How do you build brand awareness?
Whether you like it or not, social media is an excellent tool for personal trainers. It is the perfect platform to showcase who you are and what you do, and why. For example, imagine you specialise in helping postnatal mums regain their physical and mental health. Every day you post videos and articles providing helpful tips and practical advice. You talk about your “why” and how important it was to you personally to regain your fitness after childbirth. You share the success stories of your clients. You may even share some personal pictures of you enjoying life with your family.
Meanwhile, your audience is gathering the information your share and processing it to decide whether you can help them, whether they want to work with you and whether they should take action now or later.
Your brand awareness strategy
- Let the customers see who you really are to decide whether they like you and can relate to you.
- Make them smile.
- Help them solve a problem.
- Empathise with them and give them hope.
- Show them evidence that your s**t works! (testimonies/reviews)
- Call them to action (call now/book now).
It is better to have 100 relevant followers than 10000 irrelevant followers. If people stop following you, then don’t be concerned. It just means you are not right for them, and they are not right for you.
Lastly, engagement does not tell the whole story. A lot of your best followers will be silently observing. When the time is right, they will hear your call to action and get in touch. I have had customers tell me that they have been following me for a couple of years before deciding to purchase. Be consistent and stay the course. Keep building your brand awareness. The time you invest now can pay big dividends in years to come.