Certification Campaign

This is mostly for Nic and Orench

Goal: To increase the number of personal trainers on the GB site; as well as create a market for certification sales

Means: Dedicated campaign through use of a custom certification landing page, opt-in, and adwords (later) to target this specific market. I believe we can much more strongly make use of the PPC here since the conversation ratio for trainers searching out our type of information is much higher...making it an easier sell than to someone who has no experience with training.

Audience: Personal Trainers who are looking to make more money, increase their results, and their client base. We are after the type of trainers who enjoy training since the ones who're there just to socialize won't have any interest regardless of what we do.

Landing Page: Needs to focus entirely on GB as result-based training that increases client retention. I want to show them what Orench has been able to do with GB and create an "I want that" effect. We sell the certification process as a package: mastering the material, testing it, and starting the instructor path. Seminars will be the primary focus, with the tag that those who can't make it can do the certification online.

Opt-in: We build our list by enticing them to signup for a newsletter specifically aimed to increase the number of clients they have and retain them. These tips and articles are GB-inspired in part, but a lot are general strategies that Orench and Nic have successfully used. For example, how to come off as approachable in the gym. If we do anything to get them a new client or make more money, they are going to be hang on anything we have to say or sell. 

This could work quite well. I do think we also need to approach the topic of integration some also. How can GB training be used to enhance performance in other activities? Where to include it in a training plan that features other modalities?

Nic Branson said:

This could work quite well. I do think we also need to approach the topic of integration some also. How can GB training be used to enhance performance in other activities? Where to include it in a training plan that features other modalities?

True, though that's an issue of focus. Will we see more interest from the strength coach crowd or the personal trainer crowd?

Even trainers will want basic integration. Many clients want variety and will talk with their money if they do not get it.

For the training crowd we just deal with basics, where in a training plan etc. some info on how it can be used to enhance performance but nothing fancy.

Let strength coaches contact us for more info with specifics.

Nic Branson said:

Even trainers will want basic integration. Many clients want variety and will talk with their money if they do not get it.

For the training crowd we just deal with basics, where in a training plan etc. some info on how it can be used to enhance performance but nothing fancy.

Let strength coaches contact us for more info with specifics.

Sounds good to me. From here we need two things:

1) An outline of what we want to cover on the landing page

2) An outline of how we want to structure the newsletter by topic or week. Let's shoot for a month worth of content to start. The first couple emails need to have significant bang by giving them something effective to do so they trust us. Beyond that, we will vary the frequency of the content in clusters by topic or purpose rather than a set interval (e.g. x days or x per week).

Ok let's add this to a weekly meeting so we can flesh out a bit and make sure everyone is on board.

Let's not wait, we don't have much opportunity to generate content during the meetings. The outlines don't need to be full of extreme detail, just an organization of what we want to say and do.

Even just starting the conversation of shoulder mobility to improve their clients, active range of motion to start. Not specifically going into gymnastics training, remember most personal trainers are using weights to train their clients.

Exactly that. We can start in with general mobility work and don't under estimated how much people want "core" work. Some simple drills will crush most people and open their eyes.

Good point with proper core training, Nic.