"The Art of Linked In" by Kevin Norris

Chances are that if you use Social Media in your personal training business you have a Facebook Fan Page and a Twitter account.  Are you Linked In as well?  I adore Linked In because I enjoy writing and corresponding with people all over the world and on a deeper level than other social media platforms.  Also, Linked In is the best professional go to social media site out there now with over two million members. 

There is indeed an art to making Linked In work for you as well as functional nuances that can help you as a personal trainer.  Linked In is a fantastic networking forum, professional growth learning platform and means for business development.  I'll tell you frankly that it is difficult to measure return on investment (ROI) with Linked In because Linked In is more about establishing and nurturing relationships and becoming known locally and beyond in the fitness industry.  People say that you can't or it is difficult to monetize Linked In,  which may be true, but when someone hires you for your services based on your Linked In interaction is this not monetary?

Where do you begin and what Linked In tools can I use to become noticed and increase and expand on my personal training business?  A great deal!  Here is my list of the top 11 things you can do to be successful on Linked In.

1. Have a Killer Linked In Profile

This is a must!  If you like to write and do it well, great if not hire someone to write it for you.  Make it enlightening, not too serious, but professional.  Allow your personality to shine.  Tell a story.  Have a professional, but not stodgy picture that shows you in a light that suits your industry and what you are trying to convey about yourself.  If you never wear a suit and are uncomfortable doing so, then don't have a picture of you in a suit. 

2. Join Groups and Participate in Them 

On Linked In you are allowed to join up to 50 groups.  I suggest joining 20 - 30 quality groups for your industry and groups that may seem outside your industry.  For instance I belong to about a dozen health, fitness and wellness Linked In groups, but participate in about 4 - 5 that I find substantive.  I also have a social media group, small business development group and an entrepreneurs group all that can only suit to enhance my skill set.

Feel out the group before you join.  Do you want a smaller closed group where you have to be approved to become a member or a large group with thousands of members and many perspectives and sometimes lots of clutter?  Check out the group rules as well.  First does the group have them and are they clear, concise and enforced.  I am generally hesitant to join a group without group rules.  Groups without rules can run amuck with blatant self-promotion, over posting and irrelevant material.

When you do post, standard Linked In best practice is to post something that warrants a discussion is not self promotional or about you and your business and can add substance to the group as a whole.  You should be giving away information and sharing your knowledge much more so that expecting to receive it.  Pay it forward as they say.

3. Manage, Moderate or Create your own Group 

Creating your own group can be an arduous process, time consuming and much like running a small business.  I suggest managing or moderating a group first.  The best way to do this is find a group without group rules or loosely enforced group rules and simply send a message to the owner asking if he or she needs assistance moderating the group.  I manage the Personal Trainer Marketing Network and we have almost 7,000 members internationally, but it is easily managed by just one person.  Other groups may take three or four moderators and a group manager or CO-Managers.  Most group owners will be happy to relinquish managing or moderating a group or Co-Manage with you.

By managing or moderating a group you have to write well, be diplomatic and have the best interest of the group and its mission at the forefront.  The pay off can mean enormous exposure because you actively participate in many discussions; introduce yourself to new members and moderate conversation.  You will become noticed.

The last thing I will say about groups is that participating in them can gain you international exposure.  Well why would a personal trainer want international exposure if they train locally?  Do you want to expand on your business model, become an expert in your field, sell a product or service and consult with people from all over the world?  Linked In can do that.  I have clients in the UK, NY and other cities in the US.

4. Grow your Network with Quality Contacts not Quantity 

Linked In is not so much about how many contacts you have as it is about the quality of the connection and in nurturing the relationship.  This leads me to tell you that a big Linked In no-no is sending out the form Linked In phrase, "I'd like to connect with you...  Don't be lazy and write your own and let the person know why you want to connect. If they accept your connection request further the connection by sending a short thank you for accepting my request note to them.  This only takes a minute and will impress the recipient.

5. Set your Linked In Search Engine to Supply you with Local Connections

Go to the advanced search engine on Linked In and plug in the demographics you wish to connect with and then set how many times you wish to receive this notification.  For instance mine is set for the Health, Wellness and Fitness industry within 10 miles of my demographic.  This allows me to search and connect with people in the Washington, DC area.

From these local connections you may be able to establish your own local in-person networking group.  I suggest using Meet-Up.com for this, which is internationally based.  In the very least, you can connect with people on an individual basis for coffee or lunch.  

The reason I connect with other health and fitness professionals in my area is to create reciprocity with other practitioners to enhance each others business.  For instance I have a referral list of massage therapist, RD's physical therapists, wellness coaches, yoga instructors, health food stores and other trainers that have skill sets that I don't.  I can share this list with clients who need a referral.  This allows you to create a one-stop shopping type of health and wellness business where you can meet most of your clients needs.  

Be sure you have a clear, spelled out and written arrangement with your fellow practitioners on what reciprocity entails. Is it a trade for services or is it monetary.  Referrals are the best form of marketing.

6. Endorsements

There are mixed opinions about getting endorsements.  Some hold little weight to them others hold them in high esteem as an indication of your skill set.  Contrarily, they can be arbitrary and you can be endorsed by anyone including those that really don't know you well.  I know I have been endorsed for skills that I am not proficient in.

You have final say it what endorsements you will accept.  I highly recommend you only include the endorsements that suit your skill set.

7. Give Recommendations to Others to Get

This is a great way for reciprocity.   Generally, when you recommend someone, they will return the courtesy if they have had a positive first hand experience with you.  Again a referral or recommendation is the best form of marketing.  I recommend getting as many recommendations as you can.  Don't be afraid to ask for them, particularly if you are confident that the client had a great experience with you. Most people will be happy to oblige.

A good dozen or so is a good place to start and if you have multiple jobs or careers get recommendations in all the positions that you have listed on your profile. 

Those are my top seven recommendations for creating more success in your personal training business, expanding your business model and reaching a larger population.

I would love to hear from you to discover how you leverage Linked In for your personal training business and what successes Linked In has afforded you.

Kevin M. Norris is owner of Mind Your Own Body, LLC in Washington, DC specializing in personal training, wellness coaching and small business consulting.  Please send along an e-mail to kevinmnorris527@gmail.com.