004:
perfecting your presentation
website
Your site is your virtual storefront. Having an online presence is essential, especially when you begin working for yourself.
Whether or not you’re looking to attract new business (and in my opinion, you should never not be looking), you should professionally represent yourself online.
I find it very helpful to be able to link my website in my email signature. This gives potential clients and collaborators a concise way to do a bit of background research, find out more about my experience, areas of expertise, as well as my general demeanor and style.
website content
I’ve found a simple, to-the-point site has worked best for my personal training business’ site — www.laurenschrammfitness.com.
Consider including the following in your business’ website:
Overview of your offerings
Include what makes what you offer unique
Clearly state who your ideal client is
My ideal client: individuals that are extremely self-motivated, enjoy working out, and are looking to optimize their training
Information for how + where someone can work with you
You can include pricing or have a link to contact/email for pricing
Personally, I prefer when I’m able to view prices directly on the site when it comes to services I’m considering booking. I rarely find myself sending an email to inquire about prices when they’re not listed. Which often results in me not purchasing an item/service even when I’m interested.
A brief bio
Include your certifications and specialties
Consider including details of your philosophy and style
Way(s) to get in touch
Provide your email
Consider adding a form on your site where individuals can directly connect with you by entering their email and a message.
Reviews and recommendations
Ask 2-3 existing clients if they would be open to writing a few sentences on their experience working with you
Reviews go a long way in legitimizing your services and business. They build trust between your business and potential clients.
Social links
Link your business Instagram, business Facebook Page, LinkedIn profile — whatever you see fit
If you choose not to create separate business profiles on Instagram and Facebook, I would recommend leaving this step out and NOT linking your personal accounts to your business website.
Creating your site
There are a number of services you can use to create your website.
I’ve always used Squarespace for my sites and have become accustomed to the interface.
I will compare your options below:
*All data was compiled on or before 10/15/19. Rates and prices may change.
4 Pricing Plans — relevant prices listed + compared below
Ability to switch between plans at any time
Directly purchase a domain + 1 free year of an email address at your domain name via G Suite
My domain costs $40 per year (this varies based on the domain you choose) + each G Suite account cost $72 per year. I would recommend sticking with a regular Gmail account unless you’re content taking on this charge for the duration of your business — it isn’t easy or ideal to have to change your business email address.
Library of tutorials + guides (including video) to help you create your site
Integrated email, scheduling, and online sales
Sell subscriptions, physical products, digital content + in person
Marketing analytics
Templates for a “plug and play” design experience + ability to change templates at any time
Optimized for mobile
Full list of features can be found here
Unlike the other comparisons made, I’m unable to create a simple “Best if…” statement for each site. As you can see, the features and prices are so similar between the two options. It’s up to you which interface you prefer.
9 Pricing Plans — relevant prices listed + compared below
FREE option — with Wix ads + does not include a customize-able domain name
Ability to switch between plans at any time
1 free year of a domain (with certain extensions)
Library of tutorials + guides (including video) to help you create your site on the Wix blog
Integrated email, scheduling, and online sales
Sell subscriptions, physical products, digital content + in person
Marketing analytics
Templates for a “plug and play” design experience, but difficult to change between templates
Optimized for mobile
Full list of features can be found here
Unlike the other comparisons made, I’m unable to create a simple “Best if…” statement for each site. As you can see, the features and prices are so similar between the two options. It’s up to you which interface you prefer.
site hosting $ comparison
squarespace pricing
basic: $12-16 per month
Entitled “Personal”
Unable to sell products
Price drops to $12 per month if paid annually
business: $18-26 per month
Entitled “Business”
3% transaction fee for sales
Price drops to $18 per month if paid annually
e-commerce: $26-30 per month
Entitled “Basic Commerce”
No transaction fee for sales
Price drops to $26 per month if paid annually
wix pricing
basic: $17 per month
Entitled “Unlimited” — created for entrepreneurs + freelancers
Unable to sell products
No price drop if paid annually
business: $23 per month
Entitled “Business Basic”
0% transaction fee for sales
No price drop if paid annually
e-commerce: $27 per month
Entitled “Business Unlimited”
0% transaction fee for sales
No price drop if paid annually
still can’t decide? watch this.
wix vs. Squarespace
Click above for a video comparing the two website building services.
looking for someone to build your site for you?
Both Wix + Squarespace work with a network of vetted designers that have experience with their respective platforms.
Instagram has the potential to expose you to new clients, keep you engaged with existing clients, and connect with other professionals in your industry.
Running your business’ Instagram account can also become extremely time consuming and overwhelming, especially since you’re focused on your new business.
making your decision
Here are a few factors to consider when deciding whether or not to create an Instagram account for your business:
What type of content will you be putting out? Why would someone follow you?
Will your posts be informative?
Will you advertise your services + events?
Will you share your favorite places/brands/products?
How will you be capturing + producing this content?
Will you hire a photographer for regular shoots?
Will your friend be willing to take photos for you?
Do you enjoy the creative process?
How often will you post?
Will you be able to manage posting at least a few times per week?
Can you maintain this consistently?
What is your strategy for growth?
How will people find your account?
How do you plan to grow your following and engagement?
What is your objective or purpose when it comes to sharing on social media?
As with anything, it’s important to consider why you do what you do.
Are you looking find new leads and prospective clients?
In all my years as a trainer, both working for Equinox and for myself, I have only ever gotten one lead off of social media.
*I never actively advertised my services or talked about my training services, but I would not consider Instagram to be the best “lead generator” from personal experience.
social media strategies
If you do decide to get the word out on your new business, here are some strategies you can follow in order to ensure you’re getting the most out of your decision.
Post regularly, but not too often
The general consensus on this seems to be 4-5 posts per week should suffice and avoid posting more than once per day.
Staying active on IG stories is a good way to put out your less curated/more “real” content and stay on the radar of others.
(Eventually) create a new + separate account for your business
Depending on your situation when you’re starting (current follower count, type of content you post, etc), you might find it works best to begin posting your business content on your personal Instagram page. If however, the posts you share do not reflect the values of your business or you commonly share things you would not want your current/potential clients to see, you can start a new and separate page for your business.
In my opinion, it’s important to create a distinction between your personal life and your new business.
Create value in what you share
Whether you’ve decided to share information or inspiration or your favorite products, make sure each post you put out adds value to the individual that’s choosing to allow you to take up space on their feed by following you.
In my experience, I’ve had the most success with engagement on content when I share stories rather than facts. If you’re able to discuss an experience from your perspective or even have a client share their experience, the information you’re conveying comes across as much more compelling.
Engage with followers and support others
At the very least, answer comments and DMs that others leave on your profile. People want to know they are communicated with and supporting a real person.
Showing support to others in the industry is also a great practice, especially when you’re coming from an abundance-mindset — having the belief that there is room for everyone (including yourself!).
Social media Management
If you’ve decided to move forward with creating an Instagram account for your business, I would highly recommend utilizing a management tool to keep you organized.
Planoly
Planoly is a visual planner that allows you to upload new content onto your existing grid and move your photos + videos around before posting.
Planoly is constantly updating, innovating, and coming out with new features. My latest favorite is the auto-post feature — meaning all you have to do is choose when, and Planoly will post your content for you. You can even pre-select the tags, location, and even add a comment. If you have a business Instagram account, Planoly will even tell you (directly in the app/web interface) the top 3 best times to post for your audience — analyzing data straight from Instagram.
There are 3 Pricing Plans
FREE option — 1 IG account, allows up to 30 photo uploads per month + management by 1 user
Solo option $7-9 per month — 1 IG account, unlimited uploads of all media (photos, videos, gifs) + management by 1 user
Duo option $15-19 per month — 2 IG accounts, unlimited uploads of all media (photos, videos, gifs) + management by 2 users
Features include:
User-friendly app + web interface
Plan both posts + stories
Create drafts directly in the app (hidden from your drag + drop grid)
Schedule + auto-post content
Track analytics + reply to comments directly from the app or site (without having to go onto Instagram)
I have used Planoly for years and I honestly don’t know what I would do without it. I currently have the Duo package which allows me to manage both my personal and business Instagram accounts. Planoly is fully the reason my grid looks organized and I get posts out.
*I’ve always had the goal of having my posts planned out for a full month in advance, we’ll see if I can make that happen in 2020!
Blog
Having a blog can provide your business with a platform for writing, information and visuals; that you can full adapt to meet your needs.
Keeping consistent with a blog, like with Instagram, can be a challenge, especially if writing Is not enjoyable for you.
making your decision
Here are a few factors to consider when deciding whether or not to create a Blog for your business:
What type of content will you be putting out?
What will your posts entail?
Will you follow a calendar or system? Or will you write about topics randomly?
How will you be capturing + producing this content?
Will you be writing these articles yourself?
Will you be sourcing the visuals or creating them yourself?
How often will you post?
Will you be able to manage posting at least a few times per week?
Can you maintain this consistently?
What is your strategy for growth?
How will people find your blog?
How do you plan to grow your following and engagement?
Are you familiar with SEO?
I have a blog on themvmt.co site and while I’m in-season for the podcast, I will have each guest spotlight for a post, but I find that I don’t use it much otherwise.
I have always had the intention of writing in-depth, informational articles, sharing them through the blog, and tying that information back in through Instagram posts, but the time, prep-work, and planning that’s required has thus far prevented me from being consistent in this way.
If you’re interesting in (super-targeted) online marketing Facebook is your spot — paid Instagram posts are also handled through the platform.
digital marketing
When considering your marketing strategy, I suggest you think about the products and services that have successfully advertised to you:
Did you follow along with the brand on social media for a period of time?
Did you browse their a number of times site without making a purchase?
Did you learn about their brand through a friend or influencer that you trust?
Considering these and similar questions, can help us view our business from the point of view of our potential customers.
Since I do not have experience creating a Facebook page for my business, here is an article from Buffer:
interested in creating a business facebook page?
check out this guide by Buffer
Click above for a fully-detailed article, complete with screenshots and external links.
I haven’t yet found it necessary to market or advertise my services on Facebook or Instagram at this point in my business. I have been fortunate enough to receive referrals from existing clients to maintain my desired client-load, but I wouldn’t be opposed to exploring these paid services in the future to increase awareness around my brand if I felt that was something my business needed.
Scheduling apps
Keeping clients on a regular weekly schedule has been my strategy from the start. This has allowed me to stack my sessions seamlessly and fit in more working hours back-to-back, stacking clients one after the other without those awkward gaps in the middle of my day.
Arguably more important than getting clients scheduled, is ensuring they will show up to their sessions. Using a scheduling service to automate confirmation and even place your sessions in the clients’ calendar not only appears as professional, it will save you so much time.
Setmore
Setmore — Free
1-4 staff logins + calendars
Notify clients with automated emails
Get paid online through Square
Premium — $25/month or $199/year
Up to 20 staff logins + calendars
Reduce no-shows with text reminders
Get paid online through Stripe
Instagram + Facebook integrations for direct bookings
Sync to Google Calendar + Office 365 Calendar
Integrate with Gmail, MailChimp, Google Analytics, Quickbooks and more
best if you want something straight-forward + free
Square appointments
Free for Individuals
$50/month for 2-5 Employees
$90/month for 6-10 Employees
Customer booking website
Instagram + Google integration
Automated email + text reminders
Integrated payments that allow you require pre-payment, charge a cancellation fee + save customers CC’s
best if you want to collect pre-payment
Calendly
Basic — Free
1 calendar connection/users
1 event type
Premium — $10/month or $95/year
2 calendar connections/users
Unlimited event types
Email reminders
Pro — $15/month or $144/year
6 calendar connections/users
Email + text reminders
Stripe, Paypal + Google Analytics Integration
Website, email + chrome integration
best if you set up meetings + appointments via email
I currently use Calendly for all appointments because it was how I was scheduling podcast appointments and meetings. I find it to be great if you have a few clients that float around time slots, you can simply text or email them a link and they can choose the appointment that works best for them without any back and forth.
email outreach + MARketing
Mailchimp
2.9% + .30 cents fee
Integrated invoicing
Can be used to accept all major credit cards and/or PayPal payments
Accept payments online and In-person — via PayPal Here + the (free) card reader
Bank transfer typically in 1 business day
Option to “Instantly Transfer” funds, for an additional fee
PayPal Business Debit Card — debit access to your PayPal account
best if you want to take in-person + online payments
Squarespace email campaigns
2.7% + .05 cents fee (for in-person transactions) + 2.9% + .30 cents fee (for invoices + online transactions)
Integrated invoicing with subscriptions and reoccurring invoicing options
Accept payments online and In-person — via Stripe Terminal + the card reader options from $59
Payments are bundled together and bank transfers typically take 2 business days
Option for “Instant Payouts”, for an additional fee — compatible with most banks
No debit card available
