How to use a blog to generate more leads

Part 2 of Generating leads for your fitness business “Content is King”

In Part 1: 'Offer something of value', I talked a little about content and how people like to read up on stuff they can use and value.

A blog is the best place to publish all your content. Because of it’s versatility there is no better way of getting the word out there. You can post images, videos, podcasts, widgets, feeds, all sorts of wonderful and interesting things that will help you engage with your audience.

In the near future I will write about how to set up your own fitness blog/website and how to make it relevant to your business.

For now I will show you the power of a blog. Before you start writing articles you need to do a little research about your key audience. Who do you want to read your posts, or who do you want to attract to your business?

It’s very easy to say: “anyone who wants to improve their health and fitness.” But that’s not specific enough! If you already have some clients, ask them what attracted them to your website or why they chose you as a trainer. You should be able to find several common denominators and write them down. Then try to describe your clients in terms of characteristics, occupation, age, sex, interests and locations. After doing this little exercise you’ll learn that they all have certain things in common. Use those commonalities to come up with a fantasy client and imagine him or her to be a real person. Give him/her a name, let’s say Alex(a nice unisex name).

When you start writing your first post, think about Alex. Would the title grab her attention, would she find the article interesting and useful and, this is very important, would she tell her friends and family who have similar interests about it?

If, for example you specialise or have experience in martial arts training, the chances are your clients chose you for that reason. It makes sense to focus on that subject. Write about exercises that can enhance one’s ability in martial arts, write about your role models, write about your experience to name a few.

Now that you know who your key audience is and what you can write about, you can start writing. Make sure your personality comes through and you don’t pretend to be someone you are not, otherwise potential clients might get confused and feel like they were misled.

The first post is always the hardest and probably going to be your worst. But as you know, especially as a personal trainer, you have got to start somewhere. It is like this with training and anything else in life, the more you practice the better you’ll get at it.

Include images or videos. People love pictures and prefer videos, it grabs their attention opposed to plain text which gets ignored a lot.

Once you have written your first article you need to share it with your social media accounts, invite your friends and family to read it, comment on it and share it. This is the part where you can generate leads and traffic to your blog/website.

Be warned, it doesn’t happen instantly and you probably need to write and share many posts before you start building a follower base. But when you do, it will be worth all the hard work.

As soon as the traffic starts building you need engage with your followers, read their comments, reply to any enquiries and give them the information they want. Don’t sell to them just supply information. This will make it a lot easier when they do enquire about your services, as they are already informed and most probably have already committed to hiring you or purchase any other products you might offer.

Try to have fun with it and don’t stress too much if you don’t see any results in the first few months. Keep at it and they will come.

Next week I will talk about Part 3 of ‘Generating leads for your fitness business,’ namely: ‘How to generate leads with twitter’

Please feel free to comment or contact me if you would like more information.

Stephan Konrad

Managing Director of