So you think your PT business is ready for a website?

Your website is the outward expression of your brand on the Internet. It is the focal point that helps consumers form their opinion about your brand. It is therefore important that you define your website's purpose. If your objective is to create a positive 'brand experience' your website requires intuitive navigation, alongside rich and interactive experiences. However, if you are predominantly e-commerce your site would require simple navigation and search functions to ensure consumers find that they are looking for.

We often speak to coaches who are seeking to launch a website purely because 'everyone's doing it, and if I don't I'll fall behind!'. Websites can be costly in set-up and maintenance. Furthermore, if you get it wrong in the first instance, you may potentially be alienating consumers from your brand which is an even bigger cost. Before you seek out a web developer ensure you have answered the following questions:

• What is the purpose of your website? i.e. Disseminate information / Market your company and products / Sell products online / Build constituent and supporter base / Grow your profile
• Is your business primarily Internet based?
• How long have you been in business?
• Where is your business in the marketplace? i.e. lagging / par with competition / leading edge
• Who are your customers / clients / constituents?
• What message are you trying to deliver to your customers / clients / constituents?
• Who is your intended website audience?
• How will people learn about your website?
• What do you want people to do once they visit your website?
• Do you have an overall marketing strategy?
• How will you promote your website?
• What competitor's websites do you like and why?
• What competitor's websites do you not like and why?
• What kind of material will you include on your website? i.e. Information about us / Contact us / Marketing information / FAQ / Product information / Store / Journals / Articles / Current information / Personal material, writings, and accomplishments
• Will your website content be oriented toward: archival / mixed / current information?
• How often to you plan to update the main pages on your website? yearly / quarterly / monthly / weekly / daily
• Who do you want to update the visible content (or "copy") on your website? webmaster / both / myself
• What features do you think will improve your website? Store / Content management system / Blog / Bulletin board / Photo gallery / Email campaign manager / Realty specific / Audio / Video
• How complex will your website be? simple average complex highly complex
• How many visitors do you intend to draw to your website every week?
• Will your website reach out to returning or new visitors?
• How important is it to keep people coming back to your website?
• Do you want your website to look like others in your line of business?
• What colour scheme do you prefer?
• Who will provide the materials and content?
• How will you measure your website's success?

By answering these questions ahead of commissioning a developer, it will help you determine how your website should look, what it should contain, and what features it should include.  These questions are critical, otherwise you will end up spending cash and resources on something that does not work for you.  

Another important consideration is how you write the copy or content for the site. The internet lends itself to a different way of reading information.  You must be mindful that often people who are on your webpage are scanning for information and often don't read every word. It is therefore important that you improve the ‘Scannability’ of your site. You can do this by:

• Using Highlighted keywords (hypertext links serve as one form of highlighting; typeface variations and colour are others)
• Create meaningful sub-headings that give the user the sense of the page if that’s all they read 
• Use bulleted lists and other layout tricks to improve scanning - info-graphics are fantastic at displaying a concept idea in a simple way
• Only ONE idea per paragraph

Now, there is the issue of SEO or Search Engine Optimisation. Essentially, you want to be found on Google (and other search engines).  In order to achieve this, your copy must be written for humans and for machines.  This can be a tricky balance, but it is not impossible. To do this, you must ensure you are using the key 'search' terms that your customers would be using to find you. For example, if you are a personal trainer in New Farm, you would use this throughout the text of your site. Google will rank this higher as it appears to be relevant to the information searched. However, you do not want to have the key words used so frequently it eliminates the sense or the interest for the reader.

Here are some ways that you can create interesting content to keep a reader engaged:
Try STORY TELLING, everyone likes a story.

Implement CREATIVE IDEAS.
Use a CONVERSATIONAL style.

Remain ENTERTAINING (even with important information).
Be OBJECTIVE- DRIVEN
Be CONTEXTUALLY AWARE

- Kristine.

How to maintain rapport with your clients when asking for payment

One of the most rewarding elements of performance coaching can be the relationships you build with your clients.  Getting to know people and their inner-most fears is part and parcel of your role, ultimately, they are seeing you as they are seeking a change in their life.  It takes time to build these relationships, and great coaches know that building this rapport is critical to keeping your client engaged, and around for life.  

But what happens when that monthly payment does not come through?

The reality is that, apart from the road-tolling companies, nobody likes to chase money.  It puts an awkward vibe on the relationship that you've worked so hard at building.  Matters such as these must be handled with the utmost care, as  you don't want to offend your client.  At the same time, it is unfair that they are taking advantage of your professionalism and your service.  By now, you've probably heard the old "I'm waiting for my pay to come through, then I'll pay you. Is it still ok if we train today?".  How often do you feel like saying "Do you go down to Woolworths and take a loaf of bread and expect to be able to pay for it when your pay comes through?".  We should mention that this is NOT advised.  

What can you do without ruining the relationship?

Here are some simple and effective ways that you might like to approach it via written correspondence.

It could be in the form of an email or a letter.  Some people feel that letters are more professional in this situation, however in this day and age, an email can be just as effective - particularly if you know your client well and/or it is the medium you regularly communicate on.  We would suggest trying the email first as it keeps the situation casual, while alerting your client that they are overdue.

Email

If it is completely out of character, it might be worth letting it wait for a few days before taking action.  Then you could draft a simple email with words to the effect of:

// Hi Jane/Joe, Looking forward to training again on Tuesday. I'm just doing a bit of book-keeping and I noticed that your invoice is overdue.  As you're always on-time I thought it a bit odd.  Would you mind looking into it for me?  Thanks.//

However, if it is a common occurrence, or the second attempt at seeking payment you might like to try something a little sterner (but not too huffy!):

// As per my previous email, I can see that your invoice/payment is still overdue. (Or I I can see that your invoice/payment is overdue again.)  If you are having any issues with making the payment(s), please get in touch as we might be able to sort out a solution together.  In the interest of keeping my book-keeper happy, I'm going to have to put our sessions on hold until this is sorted out.  If you have any questions, please get in touch.//

Letter

Failing this - there's the good old-fashioned letter. There is something a little more serious about receiving a letter. A letter requesting payment must be written in such a way that is tactful and maintains your professionalism. We suggest to keep it short, and to the point.  

// Re: Overdue Payment Reminder

My records show that I have not received your payment of $350 which was due on January 23, 2013. This may have been an oversight on your part and if so, please remit the funds due immediately.

In order to continue to train, I will need your payment in full.

If your records show that you submitted this payment before the date of this letter, can I kindly ask that you get in touch so that the discrepancy can be resolved and any errors corrected on your account.

If you are experiencing financial difficulties, please contact me so that I can help you in working through the situation and bring your account back up to date.

Please call on the number listed above so that we can begin to work through this situation together. //

Simple, to the point and non-so-demanding.  This will protect your relationship, and more importantly  your professionalism.  

Might we suggest however, evaluate where your time is best spent.  Sometimes it's best to let the repeat offenders go.  After all, the time you spend growing your business and seeking new clients may be less stressful than the time spent chasing their payment.  Food for thought anyway.  

Why you shouldn't let your gym membership OR your company's social media presence lapse…

Just like your gym membership, having a social media presence for your business is a waste of money and resources if you don’t put it to work.  Not to mention, if customers visit your dormant page it may leave a negative impact – particularly if they are searching for information. In addition, if you ignore or avoid what people are saying online about your small business or your competitors, not only will you miss out on valuable opportunities, you won’t benefit from the results that everyone is talking about.

There is so much information that is shared on social media, information you would pay a private research company to squillions to report on.  Customers will tell you if they weren’t satisfied with their meal (or if they were). You may stumble across someone crying out for help because they’re at the end of their tether trying to plan a wedding (mmm hmmm…). 

“But how?” I hear you ask, as I sit behind my laptop screen tapping away – “How am I supposed to use social media like this?” As a small business owner, I read a whole lot of scary articles just like this, telling me what I’m not doing – but very little that tell me what I should be doing.  I don’t believe I have all of the answers, but I think I can demystify a few of these queries.

I assume that because you are reading this, you are a member of a gym, so let me relate it back to your health and fitness goals.

Train smart, work smart

Firstly, while it is good to observe, don’t worry about what the professional athletes are doing.  In the social media context, I’m talking about the big brands.  They have cash, resources and panels of experts coming out the wazoo.  Pushing the limits of creativity and possibility with their social media looks like a sport for them.  As a small business owner it is the simplest initiatives that can gain the biggest impact (see my blog on sophisticated simplicity http://theultimatesophistication.blogspot.com.au/2012/08/simplicity-is-ultimate-sophistication.html).

Like your training, you should work smart and develop good habits.  It only takes time to acknowledge your current or prospective customers that mention you.  Get into a habit of thanking people who check-in to your venue.  You can go one step further and ask people how you can make their next visit even better, or offer incentives for return-visits. People love to be recognised and what better way than to be recognised by the people behind the venue. You can see who has been at your business on your Facebook page:

You may be able to help the person who tweeted about their awful meal.  If it is your business being discussed, offer to serve them and their families again – free of charge.  Ask for more feedback and show a genuine interest in addressing the issue.  If it’s a competitor offer to let them dine at your restaurant for a better experience.  If you find the facebook user (bridezilla) I spoke of earlier who is about to burst with stress, simply ask ‘is there any way I can help?’  It is remarkably easy (and free) to use these little bits of public information to build relationships, improve customer service and enhance your products.

It’s what you put in the inside that matters…

What you put into your body that plays a big factor in your overall health.  Similarly, what you put onto your Facebook page plays a huge part in your company’s social health and perception.  If you want to engage a community of potential customers you should share all of the content that showcases your expertise.  I’m not talking about a simple social media update as it does not explore the depth of a topic or your company’s opinion. Always include links with your updates that expand on key ideas. Keep in mind that your goal is to create value for your followers. Learn what your fans respond to and what they don't, and then adjust your updates based on that information.

Don’t expect the impossible overnight.

Once you’ve purchased your gym membership, you have to actually GO to the gym to get results.  This might shock you, but once you've set up your social media presence on sites like facebook, twitter, pinterest, and google+ etc. you have to promote, promote, promote!

Going back to our gym analogy, you can’t expect to have rock hard abs like P!NK after having attended only one metabolic class.  Likewise, you won’t become a multi-millionaire miraculously by creating a page or business listing on the Social Medias.  In reality, just like everything else in life, gaining a following via social media takes time and effort.

Start promoting your social media presence. Add links to your Facebook and Twitter pages on your website – above the fold (above the point where you have to start scrolling). Print links to your social profiles on business cards, flyers and letterhead. Most importantly, don't forget to include links to your social profiles on your website or blog.

Talk, and then listen. Then talk some more. That’s called ‘conversing’.

Your trainer asks you questions, gives advice and in-turn, you ask more questions. This is how you learn what is important for your body and your health.  You can do the same for your customers online.  In order for a conversation to occur, brands must speak AND listen. There are several tools available for monitoring the social medias, but it’s easy to do yourself. Let’s say I was a florist.  Watch what happens when I search ‘flowers’ on twitter.

 I find ‘Mr X’ (obviously not his real name) tweeting about giving a girl flowers on Valentine’s Day.  Now watch what I do…

Not only have you made MR X’s day – and the ‘random girl’ – you have done it in front of an audience who might be thinking of surprising a girl of their own.  This has potential to be re-tweeted, screen-snapped and shared all over the place.  It is so easy to monitor comments that your fans, followers or subscribers leave on your social profiles. This is the first step to mastering your listening skill.

As a secondary step, monitor conversations elsewhere. Use Twitter advanced search to monitor key terms around your business, including your brand names, trademarks, product types and competitors. Use Google Alerts to keep up with the latest news about your company. And search mentions of your brand in blogs via Google Blog Search or Technorati.

After trying out some of these methods, you'll begin to get a feel for your audience and their interests. Use this information to inform decisions, and don't forget to reach out to users that have questions or feedback. Respond with more information, links, offers, follow-up questions, or whatever is needed.

Let’s wrap this up.

Remember to treat your social media presence in the same way you treat your other customer service initiatives. Be genuine, track conversations and respond to inquiries promptly and thoroughly. The better your customer service is via social media, the more you'll generate site traffic and leads.

If you would like to learn more, or establish a social media presence quickly and easily, contact me for a free social media consultation.  I will explain how to get your business cracking on Facebook, Twitter, Google+ and Google Place.

- Kristine.