Running a personal training business will keep you on your toes, and it’s hard to keep up with everything. But a solid 12-month marketing plan makes sure your marketing is always in sync with your business goals, no matter how hectic things get.
Does planning so far in advance sound daunting? It doesn’t need to be. Your plan will make your life easier and your business far more profitable. It will stop you from running in circles and help you stay on track for the success you deserve.
In this article, I’ll explain exactly how to do it and include tips and examples to inspire you for your best year yet! Let’s get started.
What’s the purpose of a 12-month marketing plan?
Look at your marketing plan for the year as a roadmap to success. Why is it so crucial? It keeps you in sync with seasonal trends and ensures your marketing stays focused, timely, and perfectly in tune with your audience.
Having a structured, dynamic calendar allows you to see the big picture. It makes it easy to see what’s working and what’s not, and you can adjust your strategies based on data collected throughout the year.
In a nutshell, it helps you stay responsive to what works best for your business.
Setting annual marketing goals
The first thing you need to do is set clear, achievable goals. What do you want to achieve by the end of the coming year? How will these goals help you move towards your ultimate business objectives?
Your objectives could be to increase your client base, grow your social media presence, or help you retain clients. Whatever your goals are, they should form the foundation for your marketing throughout the year.
The best way to flesh this task out is to use the tried and tested SMART system for setting Specific, Measurable, Achievable, Relevant, and Time-bound goals. When you consider your goals this way, it’s easier to define a clear target and plan the necessary steps to smash it.
For example, instead of setting a vague goal like ‘I want to grow my client base’, you could aim to ‘Gain ten new 121 clients by the end of Q4’.
Seasonal content planning
Planning your marketing around the changing seasons makes your content far more relevant and engaging. You can have fun with key dates and holidays! Does your audience want to shred for the beach in time for summer or get toned for the office Christmas party? Find out what matters to them and answer their questions.
Here are some tips and prompts to help you come up with ideas and incentives:
Q1: New Year, New You
- Kickstart with New Year's resolutions
- Launch promotions for new clients starting their fitness journey
- Offer special packages or discounts to attract new sign-ups.
Everyone sets fitness goals at the start of the year, so jump on this trend with ‘New Year, New You’ programs for clients ready to transform their lives. Promote these through social media, email blasts, and targeted local ads to appeal to clients who want to start the year right.
Remember to use video in your marketing – it’s becoming increasingly important. Jump in, be authentic, show your personality, and connect with your audience. Joe Wicks is a great example of how to use video to show authenticity and build trust, and that’s why his YouTube channel is so popular!
Q2: Spring into Fitness
- Gear up for summer with a pre-summer body focus
- Host group outdoor training sessions as the weather warms up
- Spotlight the perks of starting a fitness routine in spring.
Spring is all about renewal and getting ready for summer, so launch a ‘Spring into Fitness’ campaign to help potential clients kick-start their routines. With the weather improving, outdoor group sessions are a fun and social way to stay active.
Or, if that doesn’t suit your business, provide value with expert advice. For inspiration, check out Sophie Campbell’s spring fitness programme. She’s a dancer, yoga instructor, certified personal trainer, and nutritionist.
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Q3: Summer Body Maintenance
- Motivate clients to keep up their progress over the summer
- Share tips for staying fit while travelling
- Promote short-term programs to stay active during vacations.
Summer can challenge fitness routines and resolutions as clients get sidetracked by family holidays and social events. Offer ‘Summer Body Maintenance’ programs that are flexible and convenient, such as online sessions or travel-friendly workouts. Share tips for staying active to keep your clients engaged and motivated. Check out how celebrity trainer David Kingsbury does it.
Q4: Holiday Health
- Help clients handle holiday treats with healthy eating tips
- Keep them motivated with holiday challenge programs
- Offer special sessions or packages to manage holiday stress and help them stay fit.
Holidays often mean overindulgence and disrupted routines. Combat this with ‘Holiday Health’ programs that balance fun with fitness. Launch holiday challenges to keep clients active and help them make healthier choices while enjoying time off. Here's a great example of how to keep on top of your fitness during the holiday season from Thea Hudson, a pregnancy and postpartum trainer from South West London.
Monthly marketing activity breakdown
Break down your annual plan into monthly tasks to make everything more manageable and keep you moving towards your goals. Map out specific marketing activities for each month, like content creation, social media campaigns, email newsletters, and client engagement initiatives. This systematic approach keeps you organised and on track.
For example, you could start with New Year’s resolution programs and initial consultations for new clients in January. In February, you could offer a Valentine’s Day-themed fitness challenge to keep clients motivated and engaged. By March, you can shift your focus to spring promotions and gearing up for outdoor training sessions.
By dividing your 12-month marketing plan into monthly actions, you can adapt to changing trends, stay relevant to your audience, and ensure that every aspect of your strategy is well-executed. Keep your marketing efforts consistent, measure success, and make timely adjustments throughout the year.
Setting your content pillars
Content pillars are the main themes or topics that will help you create content throughout the year. Choosing the right ones keeps your content focused and relevant to your audience.
Here's a quick guide to decide on the right ones for you:
- Identify your key areas of expertise and the services you offer
- Consider the interests and needs of your target audience
- Look at what your competitors are doing and find new ways to stand out.
For example, if you're a trainer specialising in weight loss, your content pillars could include nutrition tips, workout routines, client success stories, and motivational advice.
If you focus on athletic performance, your pillars could be sports-specific training, injury prevention, performance nutrition, and athlete interviews.
Setting clear and thoughtful content pillars keeps your messaging consistent and aligned with your brand values. This will make you far more likely to attract the right audience and position yourself as an expert in your field – and one who stands out in a crowded market.
Leveraging social media
Social media is still your secret weapon for connecting with your audience. Platforms like Instagram, Facebook, TikTok, and YouTube are perfect for sharing content, interacting with clients, and attracting new leads.
But remember, effective social media marketing is about more than just posting. Dive in, use video, and engage! Respond to comments, share user-generated content, and join relevant online communities. Use hashtags to boost your visibility and draw in fitness enthusiasts.
Being consistently active and engaging on social media will build a loyal community and establish you as a fitness expert. Consistent interactions strengthen your relationships and make it easier for new leads to find and trust you. Always keep the conversation going and stay relevant!
Need more tips? Check out our blog for a deeper dive into social media marketing for personal training businesses.
Tracking and adjusting the plan
The final step in your 12-month marketing plan is tracking your progress and making smart tweaks. Use analytics tools to see what's working and gather client feedback. This data is gold – it shows you what’s hitting the mark and what needs adjusting, so you can refine your plan for even better results next year.
- Monitor key performance indicators (KPIs) such as website traffic, social media engagement, email open rates, and conversion rates.
- Adjust your strategies and keep moving toward your goals.
- Don’t be afraid to experiment with new ideas and tactics to see what connects best with your audience.
Regular reviews and adjustments help you stay on track and adapt to what works best for your business. Stay flexible, keep learning, and watch your marketing plan pay off.
Your 12-month marketing plan for success
Implementing and executing a 12-month marketing plan will transform your personal training business. With a consistent and strategic approach, you can:
- Set clear goals
- Plan seasonally
- Leverage content pillars to hit business objectives.
But remember, the key to successful marketing is consistency and adaptability. Stick to your plan, but be flexible enough to make changes as you go. Your effort in planning and executing your marketing strategy will pay off as you see increased client engagement and business growth.
Ready to take your marketing to the next level? Get tailored marketing mentorship through Strong Collective and watch your personal training business thrive. Book a call today!
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