Unfortunately
most models and personal trainers did not spend a lot of time in business school. The same can be said for photographers, makeup artists and graphic designers. We all were so focused on intently learning our trades that many times we did not spend the time to learn the business that goes along with it.
The goal for this article is to provide you with some insight and even a small outline of key concepts you can apply to the growth of your business (whether it be as a model or as a personal trainer, etc).
You begin this process by defining your goals for 2012. It is essential to have some idea of what it is that you want to accomplish. Be specific. It is not enough to say that you want to be featured in a magazine. What magazine? Why? The more specific you make your goals, the better chance you have of achieving them.
Part 1. Establish the services you offer and your prospective clients
Ask yourself the following questions:
- What, specifically, is it that you do?
- How does it different from others around you?
- What is your unique differentiator?
- Do you specialize in something?
Think of these questions from your client’s perspective. When you offer something that no one else does, it helps you stand apart. So write down a list of your services (yes, even models can do this). Think of who your competition is and what they offer. How do you differ from them? Brainstorm additional ways to make you stand out.
Also spend some time thinking about your current and/or your prospective clients. Who are they? Who do you want them to be? What do they care about? How can you connect with them?
Try to capture the demographic of the clients you are targeting as accurately as you can. What are their wants and needs? What do they care about? How can you connect your services to their needs?
Part 2. Making your marketing playbook
This is all about connecting what you do to those who want or need it. When you are developing this playbook, you are brainstorming about the different ways you can market who you are and what you do in order to reach those who you feel want or need it. So you ask yourself; what will get me from Point A to Point B?
Regardless of what your career path is, there are a variety of channels you can use. There options such as e-mail marketing, social media, direct mail, advertising, press releases, event sponsorships, tradeshows, blogging, in-person meetings, networking organizations, PPC, website optimization, and on, and on, and on.
So, before you dive into trying all of these avenues and spending a bit of money and a lot of time, think about where your clients frequent. Are they on social media? If so, that is where you need to be. Are they attending certain events? If so, then so should you. Are they reading certain magazines? Then you need to be in those magazines. You figure out where your intended clients are, and you go there.
Develop a list of planned marketing efforts you can do in the New Year. Perhaps events you can attend. Mailers you will do. People you will set up meetings with, etc. Put estimated time frames next to each.
Part 3. Marketing Tool Kit
Once you figure out the type of marketing you are going to do, it is time to build (or re-build) your marketing tool kit. This could include:
- Updating your website with fresh new galleries or detailed information about your services. You can increase the number of backlinks to your website to increase your search engine rankings. Remember to look at your website as a sales tool. What do you want your visitors to do when they go to your website? Make sure that direction is very clear to them.
- Develop your social media channels. Your website is not going to be a routine stop for most people; but Facebook, Twitter, LinkedIn will be. Make sure you have a strong presence on the channels that your clients choose to use.
- Figure out the type of printed materials you would like. These could include your printed portfolio, business cards, composite cards, etc. For trainers you may be looking into fliers or brochures.
Part 4. Other Marketing Strategies
There is far more to marketing than just having a website and a Facebook page. Consider getting active in groups and associations that your clients would frequent. Perhaps even sponsor industry-related events. You could attend tradeshows or seminars (maybe even be a presenter). You could leverage the use of your blog as well as guest blogging for various industry sites (driving traffic back to your website).
Part 5. Tracking Your Efforts
At the start of your planning, you were to write down realistic and measurable goals. Consider breaking the goals into milestones (smaller chunks that are easier to reach). Write these down (along with estimated time frames). Breaking larger goals up into smaller pieces makes the process seem to have a flow to it. It can also prevent discouragement by showing what accomplishments have been achieved.
I hope these ideas have spurred some thoughts for how you can improve your business in the New Year!
James Patrick, ACS, ALB
See my articles and fitness photography work at www.jamesmpatrick.com
Like my Facebook Page at www.facebook.com/JamesPatrickPhotography
Listen to my podcast at www.theproexposure.com
Subscribe to RxMuscle on Youtube
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