internet is strange in that you can express desires you couldn't or wouldn't
admit to anyone else, anywhere else. Google
has become everyone's best friend.
matters because we can get accurate and almost real-time data about what's going
on in the general populations' heads at any given time. It's a really unique
look into what people are thinking and what they're looking for, and if it
applies to what you're providing (i.e. personal training), you'd be real smart
to jump in front of the trends.
I read last year that specifically talked about these search patterns and how
they relate to people's weight loss goals was CLICK: What Millions of People Do Online And Why It
Matters, by Bill Tancer. The book had an entire chapter devoted to
how the populations' weight loss ambitions are played out online through their
search patterns, and the info may be useful to you.
training and fitness in particular, here's some of the data:
"For a brief period of time, four days at the beginning of
the New Year to be exact, there is a surge in weight loss and fitness interest
(and coincidentally, online and search engine marketing.). Estimates are that
between 40-45% of all Americans make New Year's resolutions each year."
book points out some of the psychological ramifications of this, but we won't
get into that here. Of all the choices out there, I think we as trainers and
ethical marketers are the only ones that really provide a meaningful service
that can educate people and help them achieve real results.
can really take home from this is a piece of strategic info that serves, the
fact that "the
yearly pattern of visits to online dieting sites is one of the most predictable
in the realm of all Internet behavior. "
That doesn't apply only to January 1st, but the period we're in NOW too:
"In fact, by charting dieting and bikini searches together,
we can see that we're thinking in advance, as early as March and April of each
ear, before the need arises for swimwear, with bikini search acting as a great
proxy for swimsuit interest, which begins in late May and ends in the August
graphs in the book show a search trend not quite as high as the four-day peak
in searches after New Years, but more prolonged, lasting for several months. For
that reason it appears that the window of opportunity to take advantage of the
business around this time is more prolonged (a period we're in now, by the
case you were wondering when to cut back your advertising dollars and marketing
efforts, that would be leading up to and on Thanksgiving Day. That's the lowest
point of the year when it comes to people's searches for nutritional guidance
(but probably the time they need it the most).
important about this info isn't just that people are going online to get info
about health and fitness. It's that these numbers reflect what the population
as a whole is thinking in general. It's a look into their brains in a way that
you wouldn't get as accurately on a survey form.
use this info when you're presenting a deal to a potential joint venture
partner, whether it's offline (partnering with a gym or other business for a
promotion) or online (creating a program and working on releasing it to a wide
audience specifically when people are searching for it).
when people are looking for what you're selling is vital to getting the best
results out of the time, effort, and money you're putting in to getting new
business. Right now is one of those times, so go get 'em!