Have you struggled with marketing in your business? If so, it’s likely due to one or all of the following: no annual plan, no budget or the wrong target market. A marketing and visibility plan built around your budget, your abilities and your calendar is a great place to start.
Brandi Binkley is owner and operator of PhysioFit Nashville. She has been an exercise physiologist for over 15 years. Her company specializes in exercise prescription and active wellness development for both the individual and the corporate setting. She is the National Strength and Conditioning Association’s 2015 Personal Trainer of the Year.
Budget — Take a look back to see what you spent last year, how much of that capital did you get a return on? Most agencies will recommend spending 5%-25% of your annual budget.
Abilities/scope — Be sure to set your marketing efforts to drive programs in your business that are within your skillset AND what your clients need. Do not get distracted by the shiny object unless you have done beta testing to assure its going to be a profitable option for you.
Calendar — Plan your annual and quarterly calendar well in advance of marketing and scheduling programs or new services. If you are marketing existing services that are already profitable for you then be sure to delineate those on your calendar throughout the year as not to have any gaps. This is a good place to utilize multiple forms of marketing.
As with most things in business you get what you pay for. Be sure to have at least 2 outlets for marketing and visibility consistent in the public eye. Repurpose content — just because you are tired of it doesn’t mean your customers are nor does it mean that potential customers have seen it. The options for marketing are endless, however the important thing to remember is that variety wins until you are able to dial it down to the key avenues that get you a return on the investment you allocate to your marketing and visibility plan.
