NASM VIRTUAL COACHING CHAPTER 9 LESSON 2 &3 QUESTIONS WITH 100% CORRECT ANSWERS.

Online Marketing Vehicles After defining the customer avatar, the fitness professional is ready to determine the best online marketing vehicle for their business. Using information from the customer avatar can guide the fitness professional to the best marketing vehicle to reach the maximum number of potential clients. Online marketing vehicles include social media, email, and websites. According to the Pew Research Center (2019) nearly 72% of all Americans use at least some form of social media According to recent statistics, the number one demographic for Facebook users worldwide are men and women ages 25 to 34 Contrast that to the younger demographic, the top three social media platforms for users ages 13 to 17 are YouTube, Instagram, and Snapchat Here a couple of things to remember when potential customers go to a website: Is the website easy to navigate? Is it clear what the company is selling? Is there an evergreen or deadline offer clearly being displayed? Are next steps to purchasing clear (i.e., scheduling an assessment or buying a program)? Prospect A person whom the business has identified as fitting their client criteria but has not yet provided their information. Pay-per-click model A model of digital marketing in which the advertiser pays a fee every time their ad is clicked. SEO is a method of improving a website's ranking during organic, unpaid searches. Research shows the first five results on Google get 67% of the clicks Search engine optimization A method of improving a website's ranking during organic, unpaid searches. Organic Traffic to a website or account that is not paid for. There are many methods for delivering online messages but most fall into one of the four quadrants of digital marketing. These quadrants include.. building authority, social proof, connection, and attention Webinars Webinars are one of the fastest-growing digital marketing methods. Webinars are live or prerecorded virtual conferences or presentations. Webinars can help establish fitness professionals as an authority in a specific topic or niche. There are typically two types of webinars that can be run—paid and free. Although a paid webinar can make money, it can also potentially limit the number of people who are able to attend. On the other hand, hosting a webinar may aid in lead qualification as only the most serious potential clients will be interested in attending. One possible strategy when hosting webinars is to host it for a small fee and then reveal a back-end offer near the end of the webinar. Back-end offer An additional offer to a customer who has already purchased a product or service from the business, also referred to as an upsell. Posting on multiple platforms has been shown to have a positive impact on brand loyalty Attention ( 1 quadrant is digital marketing) Posting a video or image of a common exercise or training method that they disagree with and discuss why. Building Authority (1 quadrant of digital marketing) Posting a video of themselves exercise and explaining the benefits in the caption. Social Proof ( 1 quadrant of digital marketing) Posting a picture of client training or sharing their experience with training. Connection (1 quadrant of digital marketing) Posting a screenshot of the fitness professional and the client during one of their virtual training sessions When developing a social media plan, there are several factors to consider: Which days receive the highest engagement? What type of content resonates most with the audience? What events or deadlines are being marketed toward? Social Media Schedule Software like Later or Sprout Social can also aid in developing a social media schedule Opt-in email An option to join an e-mail list. Here are a few methods to gain greater visibility through blogging: Consistency - To gain a loyal audience, a blogger must post consistently. Try setting a blog-release schedule. Timing - Publish blog posts on high-traffic social media days. For example, releasing a blog on a Tuesday, normally a high-traffic day, will likely yield greater engagement than a blog posted on a Saturday. Naming a Post - All digital marketing vies for consumer attention. The title of a blog post is the first thing someone sees and will often determine whether they choose to read on. Titles that begin with the phrases "How to..." and "Here are 5 ways to" tend to get more traffic over other more general titles. Collaborations - Collaborating with other fitness professionals is a great way to increase the reach of a blog post. Interviews and guest posts are all methods that increase the shareability of a blog post. The post then gains exposure for not only the fitness professional's followers but also to the followers of the other collaborator.