Kilo Fit Academy

Marketing Handbook
Table of contents
3 INTRODUCTION

4 REFINE YOUR TARGET AUDIENCE

5 DEFINE YOUR COACHING OFFER

6 SET UP SMART MARKETING GOALS

7 CREATE YOUR PERSONAL BRAND

8 DEFINE THE RIGHT CHANNELS

10 CREATE VALUE AND EDUCATE YOUR CUSTOMER

14 DISTRIBUTE YOUR CONTENT

17 BE SURE TO FOLLOW UP

20 YOUR NEXT STEPS

Introduction
Congratulations! You have completed Kilo Fit
Academy and learned the fundamentals of
nutrition, fitness, psychology, and coaching.
We want to provide you with all the necessary
tools to help you on your journey toward an
independent digital wellness coaching career, so
we created this handbook.

After reading it, you will quickly review the

essentials of marketing, including your brand,
target audience, and distribution channels.
You will be able to share your expertise with a
broader audience and find your first clients.

Let’s begin!

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 Refine your
target audience
Before creating any marketing materials, you
must ensure that your coaching offer is relevant
to your target audience. Moms who gained
weight after birth, middle-aged men who want
to be fit, people who are tired of endless diet
cycles—everyone has different motivations, and
everyone responds to different messages.

During the exam, you have already started to

create your ideal coaching persona. Let’s review
the key characteristics that define it:

Your ideal client persona

Name Narrative

Age Goals and dreams

Occupation Lifestyle

Interests Education level

Personal traits Motivations

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Define your
coaching offer
You have also defined your own coaching offer,
which is an overview of the essential building
blocks that will help you communicate the
unique selling points of your coaching business.
It’s a very important part of this process: your
coaching offer will shape the way you represent
yourself online.

Combine this knowledge and try to define how

your coaching offer can bring the most value to
your target audience.

Your coaching offer

Coaching process Specific coaching goals

Training outcomes The role of a coach

General topics The role of the client

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 Set up SMART
marketing goals
You already know your target audience and your
coaching offer. Right now, you should focus on
defining the goals of your marketing program.
Start with a goal for the next 3 months, achieve
it, and then move forward with a new goal.
Do not try to overcomplicate this: set up
an attainable and realistic goal that can be
achieved with the free time you currently have.

SMART goals

Specific. What exactly you want to accomplish?

Measurable. How will you measure your progress and results?

Attainable. Are your goals reasonable knowing your resources?

Realistic. Can you say that your goals reflect the current business
environment?

Time-bound. When will you see your results?

Here’s an example of a SMART marketing goal: “I want to get 5 new

clients every month for the next 3 months. To achieve that, I will need to
grow my subscriber’s mailing list via my marketing programs on Youtube,
my website, Facebook, and blog. I will create 1-2 pieces of content
every week and distribute them on relevant channels. I will test different
approaches and try to find the best method of communication.“

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Create your
personal brand
In the Kilo Fit Academy, you have already
learned that you are the product of your
coaching business. This means that you have to
represent this brand on every platform possible.
Make sure that your social media profile and
your website reflect your new occupation.

Your checklist

Update your profile picture. Show that you are serious about your
new business. You might even consider commissioning a professional
photoshoot. At the very least, avoid using an image that places you
at a party or on vacation.

Update your privacy preferences. You might want to set your

main social media account to the “Public” setting and ensure
that your other social media accounts are set to “Private.” If you
feel uncomfortable with this, you might want to consider using a
pseudonym for your coaching career instead of your real name.

Check your newsfeed. Are there any posts that do not communicate
the right message? As a coach, you will be seen as a public person.
Your future clients will be sharing very sensitive information about
themselves with you—show them that they can trust you.

Create an official website. During the course, you have learned how
to create your very own website. Even though it’s not required,
having this kind of sales page would be very helpful for your
reputation.

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 Define the right channels
Spend a bit more time reflecting on how can
you reach your target audience and spread your
message wider. Let’s begin with defining the
channels you can use for marketing.

How can you do that?

1 Research your target audience.

Think about a real person who closely matches your ideal client
persona. Which social media channels do they typically use? Try
to find some surveys or research that supports your insights.

2 Check your friend list.

It’s possible that you already know some of your future clients!
Think about the friends, acquaintances, or work colleagues you
are already connected with on your social media (Facebook,
Instagram, Twitter, etc.). It’ll be much easier to reach them than
meet new people.

3 Establish your presence.

Define one main channel that you will use for your coaching
business. After you ensure stable and continuous communication,
you can add new channels following the same template.

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Typical channels: Alternative options:

Facebook LinkedIn Medium

YouTube Pinterest Quora
Instagram Snapchat Reddit
Twitter TikTok

Email marketing has been declared dead many times. Yet somehow, it
still remains one of the most efficient sales channels out there. As you can
see in the graph above, it’s return of investment (ROI) is way bigger than
other channels. Start building your mailing list from day one. You can
collect email addresses via your website, social media channels, or even
in person. Be sure to share valuable information with your leads regularly.

Pro tip: to ensure that your posts are visually

exciting, use images from free image sharing
websites such as Unsplash.com and
Pexels.com, or create your posts using
Canva.com, a free image sharing tool.

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 Create value and educate
your customer
The best way to engage prospective customers
is to give them useful content that provides
value without asking for anything in return. In
this business, your reputation is everything,
and the only way to do that is to share your
expertise, free of charge. Begin with a list of
topics, pick the right format, and start creating!

Content you could create right now

Videos Infographics

Articles Ebooks

Blog posts Podcasts

Webinars Interviews

Here are a couple of ideas for you:

Start writing articles

Create a blog with your ideal customer and your
coaching offer in mind. You can write about
health, workouts, nutrition, or anything else.
Don’t forget to share your blog posts on your
social media and Facebook groups. If you are
just starting out, share them in the comments
by answering other people’s questions. If they

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ask about ab workouts and you have a blog post
about it, show them! This strategy will increase
your credibility.

Don’t worry if you don’t feel that you are great

at writing. You can simply write down an article
outline with the main points and references and
then find a freelancer to put the text together.
You can check out platforms like Upwork.com
or Fiverr.com.

If you already know how to write blog posts,

you can always challenge yourself and start
preparing ebooks or white papers that dive
deeper into specific topics and show your
expertise. Try out Wordpress.com and create
your first website.

Create educational videos

or infographics
If you do not think that you can write well, find
other mediums. You can share your expertise by
creating videos on YouTube, livestreaming your
insights on Instagram, or sharing healthy food
inspiration on Snapchat. It’s like selling without
selling! You get to show off your skills without
forcing anything on your readers.

If you want to build your presence online,

creating videos is the perfect place to start. You

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 only need a smartphone and an idea for a video
series. It can be anything that excites you—
from fitness tips to nutrition recommendations.
Make sure that you provide well-researched
and engaging information that shows the world
that you are an expert. YouTube is one of the
leading platforms used by wellness coaches, but
you can also consider Instagram, Facebook, or
other platforms.

If you are a bit camera shy, you can still deliver

engaging visual content. Share your knowledge
using infographics. The internet is full of design
templates that you can make your own—take a
look at Canva.com or Piktochart.com

Guest blog
If you already have a couple of blog posts or
articles under your belt, it’s time to look for
new channels on which you can provide your
expertise. Make a list of 10 health and wellness
blogs that inspire you and find out if they are
open for guest blog posting. Typically, you will
need to agree on a topic and ensure that you
can deliver a thoughtful, personalized, and
insightful article that educates or entertains the
audience.

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Host a webinar or a podcast
Webinars can be an incredible way to grab
new clients. A webinar is a livestreaming video
“workshop” where you either teach or share
advice about relevant topics with the possibility
of a Q&A at the end. Webinars tend to have
comparatively high conversion rates because
they give you the chance to connect with your
audience, answer their questions, and share
your immense knowledge on a particular
subject.

Podcasts are another low-cost way of sharing

your knowledge with the world. These are audio
recordings that typically focus on one topic and
might include interviews with guests. All you
need to do is to define an exciting topic and
start recording.

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 Distribute your content
Once you select your target audience, craft
your story, and define the right channels of
communication, you will need to start engaging
the audience. Try to focus on quality over
quantity—carefully research your content and
make sure it provides value to your future
clients. Your goal is to be seen as (and become)
an expert.

Creating and sharing your content on your

Facebook, Instagram, or Twitter is a great
start. Your online business has to have a base
that represents you as a coach. However, this
is not enough. You must open new channels of
communication by engaging your potential client
base. How do you do that? Become a thought
leader in relevant community groups without
expecting anything in return.

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Facebook groups

You should join Facebook groups that discuss

weight loss, active lifestyles, and health.
Comment on posts, be helpful, engage in
discussions, provide educational content, share
links to interesting articles, but do not try to sell
anything. Don’t be too pushy, and don’t spam
the groups with your posts and links.

Go through existing posts and discussions,

answer as many questions as possible,
communicate with people who have problems,
and help them in the comment section. There’s
a good chance that those people will check
your Facebook profile, so describe yourself as
a wellness coach and add a link to your sales
page. This kind of interaction will build your
credibility and expert reputation.

After you have your first clients, create your own

Facebook group. Share valuable articles and
provide consultations and insights there and
begin a community of your own.

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 Quora answers

Quora is an online community where experts

and enthusiasts educate and share their insights
about any question imaginable. If you establish
a presence at Quora, your coaching business
will become more visible, and you might get
more clients. Best of all, you will learn the kind
of questions that are important to your target
audience, which will help you prepare the
answers beforehand. Try to answer as many
open questions as possible and add new tips to
already busy discussions.

Twitter posts
Many people go to Twitter to look for advice
and recommendations from their peers. Try
searching for the most common hashtags (such
as #health #fitness #wellness #fitnessgoals
#gym #lifestyle #workout #goodhealth) to see if
anyone has posted a relevant question or seems
to be having trouble reaching their fitness goals.
Try to provide relevant advice for fixing their
problems. If you see that your helpful advice
has started a meaningful connection, don’t
be afraid to offer your services as a wellness
coach.

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Be sure to follow up
You must track if there is any activity related to
your posts. Are there any comments that need
to be responded to? Maybe there’s a direct
message from one of your prospects? There will
be two groups of communication you’ll manage:
hot leads, i.e., people who write to you directly,
and warm leads, i.e., potential customers who
like, share, or comment on your post.

Hot leads

If a potential client writes to you for more

information, you should have a prepared
script that introduces you and tells the client
more about wellness coaching. Here are a
few examples of how to strike up a good
conversation:

1 Greet them and ask about their goals:

Hi {name}, thanks for reaching out. Could you quickly
introduce yourself and tell me about your health goals?

2 Empathize with them once they respond:

A lot of people struggle with this.
I feel you. Many people I’ve talked with have the same
problems.

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 3 Introduce a wellness coach and your offer:
In the last few months, I’ve been studying wellness coaching
so that I can help people like you. Change is hard, especially
when most diets and programs expect people to change their
lives overnight, which hardly works for anyone. That’s where
I come in. Instead of a sudden change of your lifestyle, I’ll be
guiding you to a sustainable journey to a healthier lifestyle and
mindful eating.

All you have to do is download an app and take a photo of all

the food you eat—that’s it! I will get your photos in my app and
provide you feedback so you can adjust your habits one small
step at a time. This way we can build long-term habits that
don’t even require effort to follow.

So, what do you think—are you up for this?

Warm leads

Another type of contact you’ll encounter is a

warm lead. These are the people who either like
or comment on your post but do not contact
you directly. It’s a good idea to quickly scan
their public profile to see if they’re a good fit for
wellness coaching. Usually, it’s best to approach
these people with a short greeting, like “Hello
Jessica,” and wait for a response.

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After they respond, ask them if they’re
interested in reaching the goal you mentioned in
your post (“Are you interested in reaching your
pre-pregnancy weight?”).

If they respond favorably, you can continue

the conversation similarly as in the hot lead
scenario.

Helpful tips
It’s hard to predict where the conversation might
go, but here are a few tricks to keep the ball
rolling. If a potential client is not responding to
your last message, wait until the next day and
then ask if they’re still interested in reaching
their goals and mention that you’re holding her
a spot in your group because she seems like a
good fit (“Hello Jessica! Are you still interested
in reaching your health goals? I’m holding a spot
for you because you seem like a perfect fit for
my new group, but there’s interest from other
people too.”).

If there’s still no response, wait half a day and

say that you’d appreciate an answer either
way (“No matter what your decision is, can you
please let me know?”).

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 Your next steps

1 Refine your target audience

2 Define your coaching offer

3 Set up SMART goals

4 Create your personal brand

5 Define the right channel

6 Create your own Facebook group

7 Create valuable content and educate your customers

8 Distribute your content

9 Initiate a discussion

10 Make sure to follow up

Let us know if you have any questions. Drop us

a line at [email protected]!

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