The health and fitness business you want is finally in sight. What was once a blurred vision, is starting to come into focus now that you’ve identified your niche and found a way to stand out.
Side note: If you’re new to this series, or niche sounds like some fancy french pastry, head over to Part I where we help kickstart your brand by finding an audience.
With your niche established and a clear audience that has a problem, it’s time to start connecting with the people who want to pay for your solution. But what does that look like?
The answer is simple: content.
And that’s what we are going to focus on today. This is Part II of guide to getting your health and fitness brand off the ground and connected with your audience, so you can start stacking bills.
Content is king.
It’s a phrase you’ve heard thrown around by other coaches, influencers, and brands. But, good content doesn’t come in the form of a few social media posts—it’s a comprehensive approach.
This kind of marketing builds audience rapport as well as brand loyalty, making it a powerful tool to connect you with potential clients and grow your business. Plus, it lets you engage with your audience on a cost-effective level.
Don’t believe me? Here are some hard facts: Over 70% of marketers are heavily invested in content marketing. Those who leverage it, whether it be blogs or social media, see 126% more lead growth when executed regularly. As the saying goes, “everyone is doing it”.
Now, before you start scribbling down Instagram captions and blog post ideas, let’s set the foundation for your marketing strategy.
The Pregame: Set up your email, website, and social media.
First thing is first: you need a website.
Many health and fitness businesses have scaled to the point of having their own domain, web designers, and professional marketers that build and maintain their site. This is great, but unnecessary when you’re just starting out—we certainly didn’t start out this way.
Next, is social media.
If you’re new to this, it may feel overwhelming, but don’t worry it’s not. Here’s the best advice for building a strong and authentic social media following: create real content that serves your audience. In the midst of a noisy social world, real content educates and informs people, which in turn, grows a real audience.
Don’t dive into every single platform—remember simplify to amplify. Find the platform that fits your brand and style best.
If you’re the health coach or dietician, aiming your business toward middle-aged women, you should be on Facebook—where the average age user is over 40. On the other hand, if you’re starting a high-performance training brand, directed toward Olympic athletes, you will want to hone your social media focus on Youtube and Instagram—as it is driven by visual content and used by Millennial and Gen Z.
Remember to keep your niche market at the forefront of your mind. Before you start popping up on random Twitter feeds, consider whether your target audience uses Twitter. Don’t spread your social presence thin, instead pick 1 or 2 platforms you can start crushing right away.
The Prep: Build a content schedule you can stick to.
Most of you are solopreneurs—yes, we throw around business terms when we need to. As such, you know that creating content can feel like an overload. But, streamlining your marketing and pumping out plenty of quality content isn’t as complicated as it sounds.
The strategy? Stick to a set schedule.
Disorganized and inconsistent content takes longer to create, performs poorly on social media, and makes a bad impression on your audience. That’s an easy loss to avoid loss for your health and fitness business. Commit to the few platforms that fit your marketing skills and decide how active you can be on them.
Should you post once a week? Twice? Hell, three times? What about weekends?
Here’s the magic number you should shoot for: 16. Brands that publish 16 or more posts a month get 3.5 times more traffic than businesses publishing four or less. Your audience won’t come overnight, but by hitting that number every month, you’re setting the foundations for a following of digital disciples.
With that number in mind, create a content calendar. Spend an hour or two planning your next 30 days of content. Think about what you can complete every single week, while maintaining high quality. If you’re organized in your efforts, you can create an established presence across your platforms.
Also consider the timing of your posts. Health and fitness accounts get a boost in engagement in the mornings, but each niche market is different. Experiment with your timing and see when your audience is scrolling through their feeds or checking their inboxes.
The Pump-Out: Create valuable content that serves your people.
There are plenty of ways you can get your message out there. You can publish blog posts on your site, share guidebooks, or run a weekly newsletter full of kick-ass coaching tips. Some of you might post daily YouTube workouts, or even Facebook meals for families.
The secret to finding success is your starting point. Just like an Olympic runner, direction and form before the start gun make every difference in performance. If you jump into creating content from the wrong position, your efforts won’t go far.
Content that serves is content that sells. Provide your audience with real value, not a sleazy sales pitch. Show them that you’re interested in their success as well as your own.
When you show genuine investment in your clients, they invest in you too. To build trust and a genuine relationship with your audience, you have to start from a generous mindset. Offer your time, listen to them, engage with their struggles, celebrate their successes—it’s the whole reason we coach.
Ask yourself, “What questions does my audience have? What do they struggle with? What makes them laugh? What encourages them? What topics do they want to know more about? What would make someone from my niche market feel known and related to?
Everyday life moments contain countless opportunities for content potential. It’s often full of real and raw details that many of your clients go through as well.
Sidenote: If you find yourself low on content topics, take a look at this list of 50 Content Ideas for your coaching business.
Show up with value, and your audience will too.
Content is the catalyst between your brand and the audience. Connecting them with valuable information and stories will encourage them to come back to you every week, and eventually trade their money for your knowledge. Keep the focus on your people and their needs, and you’ll start to see the steady growth you’re looking for.
Join us for another business meeting next week, where we’ll be dropping Part III on how to run your own health and fitness business. Until then, let’s talk! We send a helpful email every week full of coaching tips and tricks that you don’t want to miss.