How to Attract New Clients to Your Pilates Studio? Part 2
Last time we met, I discussed seven reasons why your social media is not helping market your Pilates business. This time, let’s talk about what YOU CAN do to attract new clients and take control of it. After all, once you post something on social media, you have no control over who sees it and when. Let’s regain some of that control and make your Pilates business the focus of your future clients.
To regain control, we need to take a look at your website. If you think you can build a site and forget about it, I promise it will forget about you too. Your website is like your store. Most people no longer walk past our doors when looking for something. They search for it online. And if your site is old, outdated, or not mobile-friendly (not easily viewable on a smartphone), you won’t show up on the top search results pages. This means no one will find you.
Three things that will make more people see your website:
1) Regularly update your website
A blog will help because every time you publish something, your site is updated. This tells search engines that your website has something new, so they come and read what it is. Search engines place your website in front of current and potential clients. They will keep coming back because they know they can get the right information or an answer to their question. So help the search engines and provide them with good content that will reach your next client. If you’re wondering what to write about, just look at all those posts on Instagram and Facebook that you are already creating. They are mini blogs. Write about what you teach, new offerings, create an article about a client in your studio, share one or three client testimonials. Give insight into who you are and what you do.
BONUS: you can repurpose this content on your social media profiles.
2) Talk about what Pilates looks like with YOU!
I know that a common practice among Pilates instructors is to use phrases like “lengthen and strengthen, correct posture and imbalance,” but our clients are not searching for that on Google. They are looking for things like “help with lower back pain” or “tips for stress relief.” Think about who you are as a teacher and what kind of experience clients are looking for when they are with you. What is the benefit of taking classes with YOU? Use this language to rewrite the “About Me” page on your website so that it tells the story of what it’s like for a client who works with you or exercises in your studio. What benefits will they gain? How will they feel when they leave?
3) Add links to your social media profiles
This will give potential clients the opportunity to get to know you better before they come for a session. A recent study showed that 60% of a customer’s purchasing decisions are made before they enter a store, or in our case, a studio. This means that they are already more than likely to make a purchase from you, and now they just need to feel it in real life. Your business profile should be another way for them to see what it’s like to work with you as a teacher. Keep this future client in mind when posting content on your profiles.
The best thing about being in the Pilates business is that you can still market yourself the old-fashioned way. Go directly to the consumer and tell them that you are the Pilates instructor for them. You just need to know: who you want to teach, why you are the right teacher for them, and how they can book a session with you!
I know that marketing is the last thing you want to think about or spend money on, but I promise you don’t have to spend a lot (or at all), but you do need to think about it. After all, this is your Pilates business. I know this may seem like a lot of information, and I have delved into the topic of “becoming recognizable” and “blogging.” You can find more on this topic at my website.
This text is a translation of the article https://thecore.pilates.com/attract-new-pilates-clients-part-2/
Author: Lesley Logan
I’m Lesley Logan, a certified Pilates teacher with a passion for a holistic approach to health and well-being. I’ve been teaching the Joseph Pilates method since 2008, drawing my knowledge from the best, including one of his direct students, Jay Grimes. Besides teaching, I help instructors and Pilates studio owners grow their businesses through my programs, book, and platform, ProfitablePilates.com. My mission is to share my knowledge and inspire people to create businesses that are both fulfilling and profitable.