Have you considered using LinkedIn to promote your fitness business? Although LinkedIn is most commonly associated with professional networking, users are also consumers, and if it’s a platform that your target audience hangs out on, this can be a good way of reaching them.

In this article, we’ll look at the benefits of using LinkedIn and how to create engaging content to build your fitness brand.

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What are the benefits of using LinkedIn?

LinkedIn is the largest professional network in the world, and it has a slightly different demographic from other social media channels. Here are some headline stats from Hootsuite’s 2024 LinkedIn demographics that matter to marketers:

• Almost half of LinkedIn users are Millennials (a third are Gen X)
• LinkedIn users have twice the buying power of the average online audience
• Just over half of LinkedIn users have a high income

In addition to giving you access to these premium clients, LinkedIn's other main benefits are that it is specifically designed to showcase your expertise (for example, through features such as endorsements) and that it can be less competitive than other social media networks.

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Optimizing your LinkedIn profile

Before planning ongoing content, optimize your LinkedIn profile. If you haven’t already done so, add a separate company page to your personal account (see our article on How to create your personal trainer LinkedIn business page for guidance).

This is worth doing for several reasons: it’s good for SEO, allows you to add locations and showcase pages, and helps build your credibility and brand.

Ensure your profile photos look professional and are optimized to the set sizes and ratios. Complete all of the profile sections using a tone that will reflect your brand and core values and engage your target audience.

Take particular care over your headline; this is a good chance to stand out and draw attention to your specific niche.

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Planning your LinkedIn content

1. Take a strategic approach:
   LinkedIn differs slightly from other social media channels, emphasizing work and personal growth, so it requires a different approach.
   
   Content should be written—or at least adapted—specifically for the platform. If you’re unfamiliar with it, spend some time getting a feel for how people use it and the content they share.
   
   Remember that LinkedIn is a site for professionals, so you need to communicate professionally. That’s not to say that content should be stuffy and corporate; it’s important to show your personality and be relatable and authentic. There is also a place for fun.
   
   Above all, content should be positive and relevant, providing insight and value to your target audience. Always keep them in mind, considering how they might utilize your LinkedIn content and services as part of their daily schedule.
2. Create a range of engaging content:
   
   Your ongoing LinkedIn posts do not need to follow a specific format or be any particular length; try a mixture of different things to start with and see what works most effectively.
   
   Ideas could include workout tips, industry news, checklists, facts of the day, inspirational/motivational quotes, healthy recipes, behind-the-scenes insights, and how-to videos.
   
   Remember that LinkedIn users are interested in content about lifestyle, wellbeing, and personal growth; within this broad area, focus on your own niche and your target audience.
3. Attention-Grabing First Line:
   Your opening line and first paragraph should be attention-grabbing to hook your audience immediately. Consider posing a thought-provoking question, sharing an interesting fact
4. Keep it simple:
   Break up your text into short paragraphs to make it easier for readers to consume your message quickly.
5. Use Hashtags:
   Utilize relevant hashtags to expand the reach of your posts and connect with a broader audience
6. Include Links and CTAs:
   Drive traffic to your website or other online platforms by integrating relevant links into your posts
7. Keep Engaging:
   Invite interaction by posing questions to your audience and encouraging them to share their thoughts and experiences.

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Being part of the LinkedIn community

First and foremost, LinkedIn is a networking site, so act as you would at an in-person event—don’t just stand in the corner talking to yourself—go and mingle!

Find, share, and comment on relevant content others have posted, and encourage interaction with your content. Ask for opinions, answer questions, respond to comments, and thank people for their endorsements and recommendations.

Being part of the LinkedIn community will give you valuable insight into your industry and your target audience. Posting engaging, useful, inspiring content regularly will help you build trust and a stronger brand.