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ePublication of Australian Fitness Network

Jill Schoolenberg explores how aligned website and social media strategies can help to boost the power of your PT business.


THE QUICK READ

  • In a crowded marketplace, your PT business needs to stand out from the crowd
  • A website can function as a central hub for information you control about your business
  • A social media page can help you to connect with your clients, develop a brand identity on a more personal level, and help drive traffic to your website
  • Facebook, Instagram and LinkedIn have different audiences, so consider who you want to reach, and through which platform
  • Creating shareable content on social pages is a great way to engage both potential and existing clients and encourage them to visit your website.

A personal training business can succeed if it provides a service that people want: effective, motivational workouts that get results. In addition to offering compelling products and services, having an effective online strategy can also help your business grow, by allowing you to more effectively engage your current clients and reach new audiences which may ultimately convert into new clients.

Research by web hosting company GoDaddy showed that 58% of respondent Australian small business owners believed that a website opens up new opportunities. Although most PTs will have an online social presence, it’s by no means a given that they will have their own website.

Whether a website functions as a platform for clients to book sessions online, or as a source of information about training services, classes or upcoming events, it can be a central hub for information you control about your business. A social media page, meanwhile, can be an effective tool to connect with your clients, develop a brand identity on a more personal level, and help drive traffic to your website.

Individually, websites and social media pages can be extremely useful, but together, they can be even more effective. The following tips can help you make the most of your online presence by aligning your website and social media strategies.


Build a consistent brand story

A website and social media page that reflects your PT business’ persona can be used to help create a digital image about your business. Think about the brand you want to build. Do you want to be informative? Witty? Inspiring? Once you have a clear image in mind, it’s important to make sure that image is consistent on every channel, from your business website to your Instagram feed.

Take the time to think about whether the content you are posting is aligned with your business’ brand story. For instance, if your aim is to be informative, consider sharing educational content about nutrition. On the other hand, if your aim is to be inspiring, consider sharing motivational quotes or images. Maintaining consistent content that reflects your business’ persona also helps ensure your clients easily recognise your brand across any platform.


Choose social media platforms with your audience in mind

As you consider how to align your website and social media strategies, take some time to consider your audience. By doing so, you can identify the most effective social media platforms to reach them.

If you’re looking to communicate directly with clients, Instagram and Facebook can be great choices. Research shows that 90% of small businesses using social media have a Facebook profile to interact with their customers. However, if you’re looking to increase engagement with professional contacts such as gyms, other trainers or sponsors, you might want to use LinkedIn. Once you have identified the best social media platforms for your PT business, you can develop your strategy to be aligned to your targeted audience.


Optimise your content

Whether you’re new to the optimisation game or an organic marketing specialist, you may want to think about Search Engine Optimisation (SEO). Essentially, SEO is the process that helps your business website rank higher with Google and other search engines. An effective SEO strategy can help drive more traffic to your website. SEO and social media often share common goals: to increase website traffic and boost conversions. Therefore, aligning the two could help you reach more people.

One way to increase your SEO ranking is by adding blogs to your website. The more meaningful content you add to your website, the more pages there will be listed from your domain name. This helps your website reach more people who search for PT businesses online. A blog is also a great way to keep your website fresh and relevant for your audience, and can demonstrate that you are an authority and expert voice in your specific field of fitness. For instance, you could pen a piece around the best foods to eat before a workout, or a blog about muscle building vs. fat burning exercises. Blogs that include keywords or phrases that people are likely to search can help increase your SEO ranking. Good content won’t only attract more people to your website, it will also increase the amount of time that people spend on your site, which will also help boost your ranking.


Create shareable content

Publishing content that encourages people to engage with it and re-post on social pages is a great way of expanding your reach and steering traffic to your website. Research shows that over half (51%) of small businesses have a presence on social media, so it’s important to stand out from the crowd. To engage your clients on social media, it can be helpful to publish eye-catching content that encourages your followers to like, comment and share your posts. This could be in the form of a link to your latest blog post, or a dramatic muscle gain transformation photo. Consider the purpose of your post. Is it supposed to be informative or visual? Entertaining or thought-provoking? There is no definitive way to create shareable content, but producing high-quality and engaging content for your news feed could encourage people to spread the word about your PT business through your website.

Creating shareable content is just the first step though. When someone visits your website after seeing a social post, it’s important that content is consistent and aligns with your brand image across every platform. Lighthearted and witty social content that links to a dry and characterless website presents an incongruous brand image.

No matter the industry, engaging with your clients through both your website and social media simultaneously can help you create an aligned brand identity. Take a few moments to think about how an aligned website and social strategy could help promote your brand and grow your PT business.

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