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I encourage you to attempt to join this webinar, which is brought to you by HubSpot… They finally realized we are officially in a recession. This does greatly effect large and small businesses within the fitness industry. HubSpot is a group I listen to a great deal when it comes to learning innovative techniques and trends for 21st century marketing tactics. Let me know if you make it and your thoughts.

Marketing in a Recession

December 5, 2008
12-1PM EST (GMT -5)

Marketing in a Recession

Register Now

In a recession, marketing budgets are often the first to get slashed. For many that means cutting programs, cutting spending, cutting staff in order to make it through the economic downturn. But marketing in a recession isn’t about marketing LESS, it’s about marketing BETTER, SMARTER. This webinar will share techniques for marketing more efficiently and effectively, particularly on a tight budget.

Topics include:

  • Strategy for marketing in a recession
  • Tips for getting the most out of a tight marketing budget
  • Inbound marketing techniques to generate leads efficiently and inexpensively

Space is limited so reserve your seat now.

Register for Free Webinar

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I am on a coaching mailing list for Ryan Lee. He’s a very well respected fitness industry internet marketer. Following is a portion of the email I received.

“… During the ride, as my kids were napping, my wife
was listening to a home-study course. She’s has
her Ph.D. in Psychology and bought a specialty
program for fun.

This program is features just one tiny chapter
on “marketing”.

And do you know what the first thing the program
covered in her marketing session?

If you guessed Internet marketing or referrals
or email marketing – you’d be wrong.

She talked about “Yellow Page Advertising”.

Can you remember the last time you did research
in the Yellow pages?

If you are marketing your products and services,
you need to be where the people are searching
for you — and that’s the Internet.

There are so many ways to market yourself on
the Internet.

Here are just a few…

-Article marketing
-Affiliate programs
-Video marketing
-Podcasting
-Pay per click advertising
-Joint ventures
-Social media (twitter, etc.)
-The list goes on and on…”

Ryan is correct in suggesting there are MANY new ways that clients search for you these days. If you are not on line, you should be. If you are not taking advantage of one or more of these inbound marketing features, you should be.

I know the confusion if you are just getting started and the fear of great expense when getting yourself set up, but there are many options of which many are free.

I am very excited for the new features that are coming to the Fitness Pro Travel site. The modern elements of internet marketing and social media are coming to a place that is familiar to most of this blogs readers.

You will hear more on this in the coming weeks and I look forward to helping you use these new community tools to push your business to a new level. Many details will be provided to you and opportunities for joining into a coaching club. Those numbers will be limited, so if you feel that coaching is in your future, make it known so that you can be on the front of that notification process.

Currently on of the best and fastest growing new tools out there is Twitter. Because I swiped Ryan’s email copy I must give him props and suggest you hook up with him there. Ryan Lee on Twitter.  Check out his other programs HERE. You can also find me out there. Tom Bomar on Twitter.

Methods for spreading your professional news, events and information to current and potential clients has changed immensely over the past 8 years. Within the fitness industry, just like every other industry, technology, the internet, and social media has changed the the way we must market ourselves and our services.

  • Old School – send ads, information and materials out to the potential customer – Outbound
  • New School – utilize new technologies (social media) to draw people into your message – Inbound

While the Outbound marketing techniques can still be effective, the consumer/client has many options/tools for shutting you off before you get to first base.  They may use tivo to pass by commercials, caller id allows them to screen the calls, direct mail and insert advertising are physically easily tossed, and simple pop up blockers to steer away from a web based pitch. You are losing the marketing control as they have more tools to help with their marketing control.

Inbound marketing options are many. Actually, it’s amazing at the number of options. Primarily we accomplish this drawing of people in via Blog, SEO (search engine optimization), and Social Media.

Each of these has multiple methods for “pulling” people into your message. There are companies and individuals who make careers out of specializing in any one of these inbound areas. I am not one of them, but I have spent some time absorbing some of their techniques through research, networking, and educational programs.

While SEO is a continually changing specialty it is a design issue for the most part. Blogs will draw people in but are also influenced by SEO and technical networking. Now on the other hand, social media you can have a great influence, when done correctly. You can elicit this influence without significant technical skill or marketing expertise.

Heck, look at Tila Tequila (I think)… whatever her name was. She was the most befriended person/account in myspace. She may have used her personal assets to help her along the way, but without a significant marketing background she was able to utilize social networking skills which later developed into multiple revenue streams and even getting her own t.v. show. Her reach was to millions of people with a simple click of a mouse.

Here are a few tips you can utilize that will help you in building your social media presence. These are generic to the majority (ie facebook, twitter, linkedin, etc.). Do realize that each of these does have it’s own idiosyncrasies that should be considered and taken advantage of.

  1. Set up your accounts – Yes, that is plural, I’m suggesting you create accounts at multiple sites, and it does start with actually setting them up.
  2. Personalize your accounts – Whether all business or all personal or combination. Start with a photo and build. This is a little nerve racking if you, like I, were born a few years before the myspace generation. It is necessary though if you want to be trusted and followed by others.
  3. Connect with others – Personal friends, colleagues, classmates, and clients. This is the starting point. Using various site search features your next step is to find individuals or conversations that are in your industry. Join in and make new friends. Think cocktail party or back yard BBQ.
  4. Engage in the conversation – This is often your give to others. They will be pulled into your message by your useful or interesting input. That personalized account is what they will come back to for your details. This is the pull of inbound marketing.
  5. Law of RECIPROCITY – When we engage it is a piece of our GIVE. When we give to others, they will generally want to or will feel they should give back. This makes sense when we look at it with our students or clients. We provide better customer services (give) than the next guy, and often that client wants to give back by sticking with you or actually practicing your advice. Give first and opportunities for message broadcasts will later.

Inbound Marketing is effective, can have a huge reach, and can even be viral (if you are not familiar with it, viral with a message in social media is a very good thing). Additionally, your kids may be able to give you the majority of the social media marketing advice necessary to get you started. If you have to dig in and spend the day (it won’t take longer than that) to learn it yourself, not a big deal. Most all are free or have free options.

If you are new to using these types of social media websites or still have no idea how to do it, why to do it, when to do it, etc. I’d love to hear your reasons. If you throw me some specifics I’ll address them in future blogs or interview someone who knows more than I to share with this group.

Till then – In Health

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