Guest Post: Marketing or Fitness, Actually There’s No Difference


Every fitness program should comprise of these three components: building strength, endurance and elasticity, and that equally applies to business. In this story I’m talking about my preferred strategies to minimize the work, yet increase results.


I am a kettle bell lifter myself, and my training program consists of simple exercises: I do the basic three lifts that make me stronger and more enduring at the same time, and support that with dynamic warm up for elasticity and jogging to cool down, which also strengthens my respiratory organs. This system saves me not only time but also energy, which is important, because I also need to maximize the recovery.


I have a similar approach to the business workouts: I’m choosing the ones that contain the greatest effect on all three fields, with the least investment of time or money, and aim to holding those in balance. I also bare in mind all content re purposing opportunities: for example write-ups can be converted to videos, podcasts and email campaigns, coaching calls to articles, blog posts and newsletters, and so forth. So, if you have a business or you’re planning to establish one, I strongly recommend you incorporate the following “workouts” to your marketing plan as well.




The potency of your business generates from customer acquisition and the sales you make. To enjoy them, you organize and join conference calls and online seminars, from which you drive traffic to your highly converting website sales pages, or forms your prospects use to inquire for complimentary consultations. Your email marketing campaigning supports the sales processes.


Without a doubt, one of the most effective power exercises would be joint ventures, because they can drive you extensive traffic with an acceptable amount of effort from you.




Endurance builds through reputation, confidence and acknowledgment of your brand, which require consistency and a long term plan. As a solopreneur, YOU are the brand you’re building, and your job is to clarify and summarize it to your leads. Your objective is to present yourself as an expert and as the natural, or even the only choice for them to invest in your providings. Therefore you must have an unique perspective, style or technique, and you must state it clearly in your promotion and conversations.


The tactics you use to then spread the word and establish your credibility would be social media campaigning, joining events either as a speaker or a participant, producing content that easily goes viral, such as reports, info-graphics and videos, and of course paid advertising. Joint ventures also fall to this category.




Elasticity originates from partnerships. If you have a highly responsive email list and strong, trustworthy partnerships, your possibilities are countless. As you probably acknowledge, this links to both of the other 2 areas, and is really the bedrock of a profitable online business. Not only you prefer to possess this trait for your business, you also want to BE flexible and be a member of mastermind groups and other communities, through which these partnerships originate and develop.


In conclusion, I would suggest you to start with a plan to create a solid track record for yourself, and your brand by showcasing yourself as an expert. With that status you can then develop lucrative connections with other online entrepreneurs to grow your buyer list and sell your products, to develop all the power you need for your business.


If you need more practical advise to build your own online business, request to download my free eBook ”Gold Medal Online Marketing – The Winning Method” from my website (released in September)


Eveliina Koivula is an online marketing expert and Kettlebell Sport World Champion, coaching Winners.