How I Market Myself
Marketing yourself as a Pilates instructor is easier said than done. When I first became a Pilates instructor, I paid way too much for a website. Not that I was robbed or anything. The site was fantastic. Beautiful! It did everything and more. Honestly, it was more than I could afford but at the time all I knew was that I needed a website and it needed to up and running before I finished my last exam. How else was anyone going to find me?
So, there I was gorgeous Pilates website and Pilates certificate in hand. Now, clients would be lining up to get into my schedule right?
Ha! Nope, there is this little thing called marketing. But, how did I market myself? I was a brand new instructor in a big city. Did I need to buy ads on search engines? Should I sign a coupon deal?
SIDENOTE: No, don’t do that! But, that question has such a long answer I dedicated a whole webinar on the topic.
BACK TO THIS WEEK’S BLOG POST: How on earth was I going to market myself?
How to Make the Most Out of Your Marketing
1) Broad clientele one thing: Are you a specialist? Perhaps your studio only offers mat classes? First, you need to know what your “one thing” is. What sets you apart? What makes you unique? Zero in on that one thing and then only market that one thing to your large audience. That large audience isn’t everyone on the world wide web. It can be every woman on the west side. Or, every athlete in your town, or every dancer in your area, etc.
2) Specific clientele array of things: Do you love working with clients who have scoliosis? Are super seniors your desired business? Is your studio fully equipped but your teaching niche super specific? Maybe you have a studio in an office building? I remember when I first started teaching I was in a building full of bankers. For this type of marketing, focus on getting the attention of your desired clientele and telling them what Pilates with you can do for them. Where do they hang out? What else do they do in the day? Where are their eyes and how can you get your business name in front of them?
3) Specific clientele one specific thing: Is your studio a reformer class only studio? A mat class only? A privates only? Do you do one thing really well for one specific type of client that rocks? The riches are in the niches. Focus your marketing on just getting in front of your particular client and talk only about your unique offering.
I know what you’re thinking, “but Lesley what happens when someone wants something I’m not offering do I say no?!” Yeah, pretty much. I know this means saying no to money. But, unless you are a brand new teacher still trying to figure out your “who” and your “offer” the best thing to do when you meet a client who is not right for you is to connect them with a teacher who is. You cannot be all things to all people. If you are trying to talk to everyone you end up talking to no one. Those two quotes are excellent and repeated for a reason. To make the most out of marketing your business, you must know who you are and whom you’re for and keep the promotion on those things. Not only will you save money and time on marketing but you will bring in your ideal client. Imagine teaching a full schedule and all of them your ideal client?
Homework for you this week:
1) How can you get specific about whom you’re for?
2) What do you offer?
3) Which marketing style above works best for you?
Feel free to share your homework in the comments below.