Introduction
What You'll Learn
Face to face clients and online training clients are two very different types of people. In this lesson you'll learn the differences between the two and how to market to each accordingly.
Why is This Important?
Marketing for your face to face PT services is tricky enough. Marketing to an online training client is even harder. But if you understand how online training clients think, you can create a more profitable fitness business.
Face to face clients and online training clients are two very different types of people. In this lesson you'll learn the differences between the two and how to market to each accordingly.
Why is This Important?
Marketing for your face to face PT services is tricky enough. Marketing to an online training client is even harder. But if you understand how online training clients think, you can create a more profitable fitness business.
Understanding the Differences Between Online and Face to Face Clients
Let's dive straight in. The main issue personal trainers have with finding an online training client is that they try to target the same types of people as they would for their face to face business.
Makes sense when you look at it straight on. They're the type of people who need training.
But consider the types of people who are looking for online training services vs. face to face training services.
Face to face clients are looking for instruction, expertise, advice and accountability. They usually need to meet you at a certain time so that they can stay consistent with their training.
Ask any of your clients what one of the best things about having a personal trainer is and one of the top 3 answers will always be; having someone to be accountable to. They'd feel bad if they let you down by not showing up for a session.
So, why can't you target these people for your online training business?
You can, but if you target people who need accountability then you're defeating the purpose of taking your business online and just getting yourself in exactly the same position as you're in with face to face clients.
Trading time for money.
On the other hand, a perfect online training client would NOT be looking for as much accountability. They'd be looking for all of the other benefits like instruction, expertise, advice and proven systems.
An online training client is motivated to go to the gym on their own 3-4 times a week but don't because they struggle to piece together an effective workout or struggle with technique.
In other words you're not looking for people who need your time. You're looking for people who need your expertise.
And not a generic fitness expertise that anyone can find via a quick Google search. Otherwise you'll be a small fish in a big pond!
This means you need to become or position yourself as an expert of something specific so you can become a big fish in a smaller pond.
Makes sense when you look at it straight on. They're the type of people who need training.
But consider the types of people who are looking for online training services vs. face to face training services.
Face to face clients are looking for instruction, expertise, advice and accountability. They usually need to meet you at a certain time so that they can stay consistent with their training.
Ask any of your clients what one of the best things about having a personal trainer is and one of the top 3 answers will always be; having someone to be accountable to. They'd feel bad if they let you down by not showing up for a session.
So, why can't you target these people for your online training business?
You can, but if you target people who need accountability then you're defeating the purpose of taking your business online and just getting yourself in exactly the same position as you're in with face to face clients.
Trading time for money.
On the other hand, a perfect online training client would NOT be looking for as much accountability. They'd be looking for all of the other benefits like instruction, expertise, advice and proven systems.
An online training client is motivated to go to the gym on their own 3-4 times a week but don't because they struggle to piece together an effective workout or struggle with technique.
In other words you're not looking for people who need your time. You're looking for people who need your expertise.
And not a generic fitness expertise that anyone can find via a quick Google search. Otherwise you'll be a small fish in a big pond!
This means you need to become or position yourself as an expert of something specific so you can become a big fish in a smaller pond.
Choosing Who to Work With
The best online personal training businesses are created through research, surveys, and interviews of your target audience. That includes a mix of customers, prospects, and those outside of your contact database who might align with your target audience.
Here are some practical methods for gathering the information you need to develop your online training business:
Now that we understand the thinking of an ideal online personal training client and how to gather more information about them, we can adapt our own thinking to decide on which type of client to work with and become an online personal trainer.
Because accountability is now off the table and expertise is very much on the table, what do YOU want to be an expert in?
For example, if you're selling your expertise, your niche will be dictated by what you are interested in. For example, you could be an expert in:
I'm just shooting ideas off of the top of my head here but I'm sure you know what YOU are interested in. That is the basis of a good niche.
Now, instead of your marketing materials saying:
Here are some practical methods for gathering the information you need to develop your online training business:
- Interview clients either in person or over the phone to discover what they like about your product or service.
- Look through your contacts database to uncover trends about how certain leads or clients find and consume your content.
- When creating forms to use on your website, use form fields that capture important persona information.
- Take into consideration your feedback on the leads you are interacting with most.
Now that we understand the thinking of an ideal online personal training client and how to gather more information about them, we can adapt our own thinking to decide on which type of client to work with and become an online personal trainer.
Because accountability is now off the table and expertise is very much on the table, what do YOU want to be an expert in?
For example, if you're selling your expertise, your niche will be dictated by what you are interested in. For example, you could be an expert in:
- Bodybuilding preparation
- Over 50's training
- Hardgainers
- Diabetes, heart disease and other illnesses
- Office workers
I'm just shooting ideas off of the top of my head here but I'm sure you know what YOU are interested in. That is the basis of a good niche.
Now, instead of your marketing materials saying:
"I'm an online personal trainer
They'll say:
"I'm an online bodybuilding prep coach
If you're looking for a bodybuilding prep coach, who would you hire? An online personal trainer, or an online bodybuilding prep coach? It's a no brainer, right?
While it’s very possible to start a generic online training business, marketing to a general group of people is much more difficult. This is where choosing a demographic to work with comes in to play.
If you've already chosen what you want to be the expert in, then choosing a demographic shouldn't be hard. For example, if your demographic is bodybuilding prep, your ideal client could be:
- 30-40 year old
- Semi professional
- Females
- Full time job
- Short on time
Now your marketing message looks like this:
"I'm an online bodybuilding prep coach for over 30's semi professional female bodybuilders who are short on time due to work and family commitments
Now things are starting to take shape.
Online Trainer Buyer Persona Template
Use the Buyer Persona Template to create an in depth persona of your ideal online personal training client.
Frequently Asked Questions
WHAT IF I'M NOT AN EXPERT IN ANYTHING?
Not a problem. There are loads of other ways to choose a niche like opting to work with people who have the same goals as you, using your own personal story to success as a marketing tool or simply picking a niche based on a clients interests instead of your own.
IF I'M NOT SELLING ACCOUNTABILITY, WHAT AM I SELLING?
Accountability is the perfect solution for a face to face client. And some online training clients might need small amounts of accountability too. But the main benefit of working with you online is your expertise. If you sell accountability, you'll go back to trading time for money.
WHAT SHOULD I DO IF I CAN'T USE THE GOOGLE KEYWORD PLANNER?
The keyword planner can seem quite technical but once you get the hang of it, it's a powerful tool. If you really can't use it, consider using your existing social reach to create surveys for potential clients to find out of they would be interested in your services.
Not a problem. There are loads of other ways to choose a niche like opting to work with people who have the same goals as you, using your own personal story to success as a marketing tool or simply picking a niche based on a clients interests instead of your own.
IF I'M NOT SELLING ACCOUNTABILITY, WHAT AM I SELLING?
Accountability is the perfect solution for a face to face client. And some online training clients might need small amounts of accountability too. But the main benefit of working with you online is your expertise. If you sell accountability, you'll go back to trading time for money.
WHAT SHOULD I DO IF I CAN'T USE THE GOOGLE KEYWORD PLANNER?
The keyword planner can seem quite technical but once you get the hang of it, it's a powerful tool. If you really can't use it, consider using your existing social reach to create surveys for potential clients to find out of they would be interested in your services.
