Planning your fitness marketing calendar in advance is crucial to achieving your revenue goals. Creating a schedule or overview is a great way to plan and organise your activities. It’ll help ensure that everything you post to your channels are strategic and contributes to your business goals.
Planning ahead will also help you post more consistently (which is something many of us struggle with). This ensures that you stay omni present in your audiences minds and leads are generated steadily and avoid quiet sales periods.
A fitness marketing plan can be as simple or convoluted as you need it to be. It doesn’t matter whether you sketch it on the back of an envelope or use a software. Here are a few great softwares for scheduling content: Buffer, Hootsuite, Later
The important thing is that you have a plan of action before launching your strategy.
Without one, your content will just be a series of blog articles and social media posts that don’t tie together or lead anywhere. All your marketing efforts need to lead somewhere eventually, whether it’s claiming your free 7 day pass or a free class.
Developing your fitness marketing calendar can be broken down into 3 simple steps:
- Plan – define your final objective (this is your end goal or WHY you’re posting the content you are)
- Brainstorm – this is where you come up with all your different content ideas to promote your gym(or exactly WHAT you’ll do)
- Schedule – the last step is to organise your best brainstorm ideas into a calendar or planning template
Once you’ve scheduled all your content into your calendar or software, you can begin to create and share it with your audience! But in this article, we’re just going to focus on creating your fitness marketing content and developing the calendar so you have an outline plan to work from.
Step #1 – Your Plan
The very first thing you'll begin doing is defining your objective… What is your ending goal with your content? Why are you bothering with marketing at all? Like most goal setting situations, the more specific & precise you are, the better results you’ll get (think SMART goals here).
For most of us, our desired outcome is to generate more revenue. But this can mean different things to different businesses so it’s important to be clear on what you want to achieve for yours. Examples include…
– Getting 500 new email subscribers this quarter.
– Having 200 ebook downloads this week.
– Selling 150 training programs this month.
– Generating 50 membership leads this week.
Whatever your goal is, make sure its clearly defined so you can create your content accordingly!
Step #2 – Brainstorm Your New Content
Once you've pinned down your marketing objective, you can decide what you need to do to achieve your desired goal. When thinking about this, it’s helpful to consider these few questions…
- What’s the starting point? What is your audience thinking currently?
- What’s the end goal? What do you want you new leads to do?
Once you’ve identified your start and end points, you can now begin to brainstorm ideas about how to help them bridge that gap…
- What are the common problems that you can help your audience solve?
- Are some common misconceptions your audience has that you can clear up?
- What are their barriers to taking action? How can you help them overcome these with your service
- Which questions might they have that you can answer? Potential clients might want to know:
- What they’ll get for their money
- What’s involved on their part
- Whether they’ll need previous experience or fitness levels
- Why your solution will work
- What scientific evidence it’s based on
- If you need some more ideas, you can look at past email enquiries or social media comments for frequently asked questions from your past customers
The possibilities are almost endless so it’s important to set yourself a time limit. You don't want to spend days on this, Write down as many ideas as you can in 10mins (use the timer on your phone). Some ideas might be suitable for blog articles, whilst other ideas may only warrant a social media post.
Remember, as you get more clients and more experience as a gym owner you'll start having marketing ideas pop in your head that you can use to bring new clients in! Keep your phone or a notebook handy and write all these down so you can go over them when you start creating new content.
Don’t forget to include the fundamentals like launch dates for new courses, programs, and classes. You might also want to include relevant fitness days like Stress Awareness Month (April) or World International Yoga Day (21st June). Once you’ve got all your ideas, now it’s time to input them into your schedule or content calendar…
Step #3 – Creating & Launching Your Schedule
Now that you have lots of content ideas, it’s time to organise them. It can be helpful to categorise ideas by type or theme and schedule them consistently. You should try to schedule at least 2-3 months out, this ensures you have enough time to get new content, but also takes the stress of away of having to worry about posting! Eventually, your audience will come to expect certain types of content on certain days.
You can also take advantage of recurring trends like #motivationmonday and #workoutwednesday.
- Begin by inputting any activities that aren’t flexible, like important events and product launch deadlines
- Then add content that builds excitement for, or supports these activities
- Lastly, add the content that doesn’t have a deadline, and organize them by type or theme
Below are examples of how you might organise your calendar ideas by theme, along with some for sourcing content… (This doesn't need to be followed to T but it's outline you could choose to follow)
Mondays – Workout & Fitness Quotes
- Bookmark or highlight phrases that mean something to you and your gym that you find in online articles or books.
- Take quotes from blog you've personally wrote
- Google is an incredible platform to get ideas for quotes, with a simple search you'll fine thousands of quotes you can use for your business
- Align your content with fears or barriers that are holding your ideal client back (e.g. a busy mother who feels guilty about ‘me-time’ might need reassurance that it’s actually ok to go to the gym and take care of herself)
- Use hashtags like #FitnessMotivation or #fitnessaddict
Tuesday – Fitness Tips & Tricks
- Tag an actionable tip from one of your past blogs and turn it into a social media post
- Pull out a statistic and expand on what it means for your customers
- Answer questions that a frequently asked in your gym
- Make your tips and tricks posts more engaging by turning them into videos for your audience to watch. You can also create incredible quote designs using free software like Canva
- If you have transformations from some of your past clients, take advantage of the #transformationtuesday to get your results in front of new people
Wednesday – Promote Your Gym Or Program
- Publish a blog article on your website that promotes your product or service and promote it on your social channels
- Share customer testimonials highlighting why your offering is great
- Include a short teaser video of your program or gym explaining why people should sign up with you
- Use the hashtag #workoutwednesday if it’s relevant
Thursday – Network With Other Businesses In Your Industry
- Share a relevant post from a complimentary Facebook page or website– your audience will appreciate that you’re opening them up to new sources of info instead of only talking about your own content
- The pages you promote will see you shared their content and appreciate it, which opens up networking opportunities for future collaborations to help expand your reach(or they might share your content in return, this opens you up to a whole new audience completely for free)
Friday – Communicate With Your Audience
- Do a Live Q&A with your audience letting them ask questions about you and your business, this helps builds your community of strong supporters
- Do a Live call with one of your current clients and talk about their transformation, this allows people to get an outside perspective on your gym rather then just yours
- Ask your audience about specific content they'd like to see in the future, this allows you to start catering your content to your audiences specific needs and wants!
Saturday – Fitness Education
- These are good days to post exercise training tutorials or small 5-10min video on nutrition that people can start using
- Share safety techniques to use in the gym well your training, these are great to show your audience you care more about their safety more then anything
Sunday – Be Yourself, Entertain Your Audience
- Share a funny GIF or meme that’s related to health, fitness, nutrition, positive thinking etc
- You can find content from Facebook pages like this one and this one
- Or search for content using the hashtags #FunnyFitnessMemes and #FunnyFitnessGifs
Now you have you've created your fitness marketing calendar o, you know have a plan of action to create and share exactly what you need.
Planning Your Fitness Marketing Calendar – Overview
So, now you have a 3 step plan to create your fitness marketing calendar:
- Plan – define your objective
- Brainstorm – come up with strategies and tactics
- Schedule – organise your best ideas into a calendar
By following your fitness marketing calendar, everything you create will be aligned with your business & revenue goals.
You’ll have a huge advantage over 99% of your competitors who don’t have a content plan. And your lead generation funnel will produce results more consistently making sure you never go without new leads for your business.