Question:
I’m a personal trainer, focusing on strength and weight loss.
I opened my business during the pandemic, and I couldn’t keep up with demand.
Now I’ve seen my business drop by more than 40 percent over the past two years and I don’t know what to do, especially concerning marketing. What can you suggest?
A: Thank you for reaching out. Many businesses are dealing with economic uncertainty, and we’ve been getting a lot of questions about effective marketing. In short, go back to the basics with these principles and low-cost ideas.
- Know thyself. Business owners need to know, and be able to communicate, what differentiates them from competitors. You have taken an important step by specifically defining your offerings (strength and weight loss.) To other business owners, if you’re not sure what makes your business unique and better than the rest, schedule no-cost advising with a business adviser from our Small Business Development Center.
- Reaching out. Your best customers are the ones you already have, so reach out to current and prior customers and find out how they’re doing, and what they need. What are the “pain points”? Is it getting started? Staying motivated? Time? Ask for referrals and testimonials. Have them invite a friend to a session and consider a small incentive for a good lead or a one-time discount as a thank you.
- Turn to the channels. Communicate your value and success using channels where your clients and prospects are. These may be different from what you use — meet them “where they are.” Tell your story, and share client success stories and testimonials. Facebook and Instagram are the top platforms, and you can link them so one post can appear on both channels. Video is big! YouTube is the third most-used channel. And note: you don’t have to be perfect; consumers are seeking real human content, so be yourself.
If you don’t like social media, the alternative is to be present — a lot — in the community at presentations, charitable events and wellness fairs.
After you’ve worked on your own offerings, take a look at your two closest competitors. Check out their communications and media, rankings, ratings and customer testimonials. What are they great at? Should you collaborate? What are they lacking? Can you fill the gap?
In summary, marketing doesn’t have to be expensive or time-consuming. It’s about digging into your business, building, maintaining or rekindling relationships with your existing and past clients, and building community to reach new prospects.
Central Oregon Community College’s Small Business Development Center offers free, confidential professional business advising and a variety of low-cost courses to help entrepreneurs through the business lifecycle: cocc.edu/sbdc.
About the Expert:
With decades of small business ownership, teaching and advising experience, Sue Meyer works alongside the skilled team of business advisers at Central Oregon Community College’s Small Business Development Center.
