Tuesday, May 24, 2011

How To Build Your Fitness Business, Part 2

You may remember in Part 1, I talked about some business strategies that can really help you get out in the community and build your brand.

In Part 2, I am going to talk about what doesn't work as well based on my own business building experience and the things I have learned from other pros.

Failing to Plan
If you want to be successful, you have to have a plan.  Period.  This plan can evolve and change as you move forward, but it is so important to have a place to start.  Here are just a few questions you should be asking yourself:

  • Who is your target audience?
  • What services/products will you be offering?
  • Where will you be located?
  • How much money will you need to invest in your business and where will you get it?
  • Have you researched other businesses in your industry?
  • What are your short and long term goals?

Don't worry if you don't know all of the variables, just tackle one thing at a time.  If it seems a bit overwhelming (and it definitely can be), enlist the help of a business expert to get you started.

Cold Calling
By this, I am also talking about dropping flyers, putting up posters, sending mass emails and anything else that doesn't actually involve direct contact with another person.

Now, I am not saying that cold calling can't work, it can.  What I am saying is that in my experience, it is not the most effective way to get yourself out there.

The truth of the matter is that people buy from people.

If they meet you and see that you are educated, personable and professional, they are much more likely to invest in your product or service than that of your competition who left a flyer in their mailbox.

Winding the Clock and Letting it Go
You can't just simply make a Facebook page and then wait for the business to come pouring in.  You need to be proactive in your efforts and continually assess your strategies to see what is working, what isn't and why.

For example, lets take your Facebook page.  You have created a page, but you noticed that not many people are "liking" you.  You need to ask yourself a few questions:

  • Do people know about your page?
  • How are you inviting people to join? Email? Twitter?  Word of mouth?
  • Are you offering information that is relevant to your readers?
  • Are you targeting an audience who may not use Facebook?

Once you have answered some of these questions, it is time to figure out what changes can make this strategy more effective or come up with a different one all together (that is when the plan comes in).

What marketing/communication strategies have you tried that have been less than successful?
Stay Healthy,

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