# Audience Targeting Strategy: Online Fitness Coaching

## Business Overview
- **Product:** 12-week online fitness coaching program
- **Price:** 497 USD
- **Target Customer:** Busy professionals who want to get in shape but struggle with consistency
- **Unique Angle:** Flexible workouts, accountability coaching, no gym required

---

## IDEAL CUSTOMER PROFILE

**Demographics:**
- Age: 28-45
- Gender: 60% female, 40% male
- Income: 75K+ (can afford premium coaching)
- Location: US, Canada, UK, Australia (English-speaking)
- Education: College educated

**Psychographics:**
- Values health but struggles with time
- Has tried and failed with fitness before
- Motivated by results, not just workouts
- Willing to invest in themselves
- Prefers structure and accountability

**Behaviors:**
- Follows fitness influencers but does not engage consistently
- Has purchased fitness apps or equipment before
- Active on social media during commute or lunch
- Researches before buying (reads reviews)

**Pain Points:**
- No time for the gym
- Lack of accountability
- Do not know what to do
- Previous programs did not stick
- Overwhelmed by conflicting advice

---

## FACEBOOK/INSTAGRAM TARGETING

### Audience 1: Fitness Interest Stack
**Type:** Interest-based targeting

**Interests (AND logic where possible):**
- Fitness and wellness
- Home workouts
- Weight loss
- Personal training
- Healthy eating

**Narrow by:**
- Online shopping
- Engaged shoppers

**Exclude:**
- Fitness professionals
- Personal trainers
- Gym owners

**Demographics:**
- Age: 28-45
- Location: US, CA, UK, AU

**Estimated size:** 5-15 million

---

### Audience 2: Competitor/Brand Interest
**Type:** Interest-based targeting

**Interests:**
- Peloton
- Beach Body
- Kayla Itsines
- Joe Wicks
- Nike Training Club
- MyFitnessPal
- Noom

**Rationale:** People already interested in fitness programs are warmer leads

**Estimated size:** 3-8 million

---

### Audience 3: Life Event Triggers
**Type:** Behavior + Interest combination

**Life Events:**
- Recently engaged
- New job
- Recently moved
- Upcoming birthday (milestone ages: 30, 40)

**Combined with:**
- Fitness interest
- Health and wellness

**Rationale:** Life transitions trigger fitness motivation

**Estimated size:** 500K-2 million

---

### Audience 4: Lookalike Audiences
**Type:** Lookalike from seed audiences

**Seed options (best to worst):**
1. Purchasers (best if you have 100+)
2. Add to cart/initiated checkout
3. Email list subscribers
4. Website visitors (90 days)
5. Video viewers (75% completion)
6. Page engagers (180 days)

**Lookalike percentages:**
- 1% LAL: Highest quality, smallest reach
- 1-3% LAL: Good balance
- 3-5% LAL: Broader reach, test after 1% works

---

### Audience 5: Retargeting Layers
**Type:** Custom audiences for retargeting

| Audience | Timeframe | Message |
|----------|-----------|----------|
| Website visitors | 7 days | Urgency, testimonial |
| Website visitors | 8-30 days | Different angle, objection handling |
| Video viewers 50%+ | 14 days | Deeper content, social proof |
| Add to cart | 7 days | Discount or bonus offer |
| Email list non-buyers | 30 days | Educational content first |

---

## GOOGLE ADS TARGETING

### Search Campaigns

**High Intent Keywords:**
- online fitness coach
- personal trainer online
- virtual fitness coaching
- online workout program
- fitness accountability coach

**Medium Intent Keywords:**
- how to get in shape at home
- best home workout program
- fitness program for busy professionals
- workout plan for beginners

**Competitor Keywords:**
- [competitor name] reviews
- [competitor name] alternatives
- programs like Peloton

---

### YouTube Targeting

**Custom Intent Audiences (based on search):**
- People who searched: home workouts, fitness transformation, weight loss journey

**Affinity Audiences:**
- Health and fitness buffs
- Fitness enthusiasts
- Healthy lifestyle enthusiasts

**In-Market Audiences:**
- Fitness and nutrition services
- Weight loss programs
- Sporting goods

**Placement Targeting:**
- Fitness YouTube channels (specific list)
- Workout video categories
- Health and wellness content

---

### Display/Discovery Targeting

**Custom Segments:**
- Create segment from competitor URLs
- Create segment from fitness app users
- Create segment from health/wellness site visitors

**Demographic Targeting:**
- Age: 25-44
- Household income: Top 50%
- Parental status: All

---

## LINKEDIN TARGETING

**Best for:** B2B angle (corporate wellness) or targeting professionals specifically

### Audience 1: Busy Professionals

**Job Seniority:**
- Manager
- Director
- VP
- C-Suite

**Industries:**
- Technology
- Finance
- Consulting
- Healthcare (non-practitioner)

**Company Size:**
- 51-200
- 201-500
- 501-1000
- 1000+

**Interests:**
- Health and wellness
- Personal development

---

### Audience 2: Corporate Wellness Angle

**Job Functions:**
- Human Resources
- Operations

**Job Titles:**
- HR Manager
- Benefits Manager
- Wellness Coordinator
- People Operations

**Use for:** B2B corporate wellness partnerships

---

## TIKTOK TARGETING

### Interest Categories

**Interests:**
- Fitness and sports
- Health and wellness
- Food and drink (healthy eating)
- Life hacks
- Self-improvement

**Behaviors:**
- Video interactions: Fitness content
- Engaged with fitness hashtags
- Followed fitness creators

---

### Creator/Hashtag Targeting

**Relevant Hashtags:**
- #fitnesstransformation
- #homeworkout
- #weightlossjourney
- #fitnessover30
- #busymomfitness
- #workouttips

**Creator Lookalikes:**
- Target people who follow fitness creators in your niche

---

### TikTok Custom Audiences

**Seed audiences:**
- Website pixel (if installed)
- Video viewers (watched to end)
- Profile visitors
- Engaged with ads

**Lookalike:** 1-2% from purchasers or leads

---

## TESTING STRATEGY

### Phase 1: Audience Discovery (Week 1-2)

**Budget:** 50 USD/day split across top 4 audiences

**Test:**
- Interest stack vs Competitor interest vs Lookalike
- Same creative across all audiences
- Goal: Find best CPA audience

**Success Metric:** Cost per lead under 10 USD

---

### Phase 2: Audience Refinement (Week 3-4)

**Actions:**
- Kill audiences with CPA 2x above goal
- Scale winning audiences by 20-30%
- Test sub-segments within winners
- Layer demographic refinements

---

### Phase 3: Scale (Week 5+)

**Actions:**
- Increase budget on proven audiences
- Build lookalikes from converters
- Expand to broader lookalikes (1% → 3%)
- Test new platforms with winning audience insights

---

## AUDIENCE EXCLUSIONS

**Always exclude:**
- Existing customers/purchasers
- Current email subscribers (unless retargeting)
- Employees and their friends
- Fitness professionals and competitors
- People who already converted on current offer

**Platform-specific:**
- Facebook: Exclude 30-day website visitors from prospecting
- Google: Exclude converters from search campaigns
- LinkedIn: Exclude current connections if personal brand

---

## BUDGET ALLOCATION BY PLATFORM

| Platform | Budget % | Best For |
|----------|----------|----------|
| Facebook/Instagram | 50% | Awareness + conversion |
| Google Search | 25% | High-intent capture |
| YouTube | 15% | Consideration/retargeting |
| TikTok | 10% | Testing younger demos |

---

## NEXT STEPS

1. **Start with Facebook:** Largest reach, best targeting options
2. **Build pixel audiences:** Install pixels on all platforms now
3. **Create seed lists:** Upload email list for custom audiences
4. **Test 3-4 audiences:** Run for 7 days with same creative
5. **Analyze and iterate:** Double down on winners, cut losers
6. **Build lookalikes:** Once you have 100+ conversions