“Why isn’t organic marketing working? What is the correct message to send when it comes to socials? Is posting daily on socials worth it? Does frequency matter?”

We answer these questions and more for Baltazar Villanueva, owner of Relentless Spirit Personal Training & Nutrition in Westminster, CO.

Baltazar Villanueva is my personal trainer and nutritionist. Digital Dynamo also redesigned and optimized his personal trainer and nutritionist website in early 2025, and we have been providing ad hoc marketing services ever since, including SEO content writing, digital PR and backlink building, and just recently, social media help. 

Baltazar has been a business owner since 2022 and doing digital marketing pretty much since the business’s inception. Like most business owners, he has expressed frustration over his digital marketing efforts and felt like he didn’t have a complete grasp on what worked, what didn’t work, and what was even worth his time. So I asked him – what questions did he need answered? He obliged me by sending a bunch of questions, and my team and I convened to answer them. Herein lies those Q&As, and actionable steps that he – and almost any personal trainer – can take to improve digital marketing efforts to drive leads.

Jump to:

MARCIE: There are multiple reasons why your website wasn’t ranking until recently, but I’ll boil it down to:

1. Poor website with terrible content
2. Duplicate Google Business Profile listings and a lack of an address
3. Zero authoritative backlinks and mentions

1. Poor website with terrible content

Up until early 2025, your website was bad. There was very little content on it, and the content that was there barely spoke to your actual services (personal training and nutrition). The content that was there was unhelpful and didn’t inform the user of what you could do for them. The website didn’t speak at all to one of your core audiences, women. I think you realize it was bad, but for the unaware, you can see what the old Relentless Spirit website looked like here. 

With the redesign, your website now has very clear service pages about what you offer, and who you help. It also has a blog that offers real value for nutrition and exercise. But given these optimizations are fairly recent, they haven’t had a chance to help your local rankings until recently. There were also other issues affecting your rankings. 

2. Duplicate Google Business Profile listings and a lack of an address

After we launched the new site, Digital Dynamo continued to monitor rankings and analyze issues that were preventing it from ranking. That’s when we found you had duplicate Google Business Profiles, an issue that was negatively impacting your local SEO. We deleted the inefficient one, then encouraged you to add an actual address to the profile (instead of being a service-based business with no address showing), which you did. Doing both of these things helped with your local rankings.

3. Zero authoritative backlinks and mentions

Once your Google Business Profile was fixed, we knew you needed a citations build-out that would spread the address of your business across the web, and you needed digital PR and backlinks from relevant and reputable sources. Since June of 2025, Digital Dynamo has built 20 PR hits for Relentless Spirit from relevant and reputable sources like Fit&Well, Men’s Fitness, Parade, Lifehacker, and more. We also did a citation build-out, making sure you had profiles on other big directories like Bing and Apple Maps, as well as the smaller ones. 

The Takeaway

While the newly designed and optimized website was launched in late January of 2025, the website and its online references needed more optimization. Now in November of 2025, we are starting to see Relentless Spirit Fitness & Nutrition rank in the local pack for a slew of keywords across Boulder, Broomfield, and Adams Counties. 

So yes, organic has not worked for you yet, but it was because you lacked comprehensive optimization. Now your site has a foothold in local authority. I expect 2026 to be a good year for pulling in organic leads. 

Relentless Spirit’s local visibility from August 2025 to November 2025

Relentless Spirit’s targeted keyword rankings from August 2025 to November 2025

MARCIE: For this question, I leaned on Digital Dynamo’s social media specialist, Lauren Vaughn. 

LAUREN: Your message seems clear, actually. However, there’s little encouragement for people to engage with you, and it seems like you’re posting content for content’s sake. You need an objective. 

One key item you want to focus on with your messaging is to pick a message and stick with it for a time, like seasonally. For example, in spring focus on women’s fitness, in summer focus on men, in fall focus on self-defense or student athletes, in winter focus on a healthy kick-start to the new year.

Here are more tips for how you should craft your social media messaging to get maximum engagement and drive leads: 

• As mentioned, your overall strategy should have an objective – to teach, to promote, and to reach specific audiences.
• Give your coaching brand a clear personality so people feel connected to you, not just your offer.
• Posts should use text that is specific, has a call-to-action, and is keyword rich with the RIGHT keywords. For example, women are one of the audiences you want to reach. But you will use the word “abs” when talking about workouts. To reach women, instead use phrases like “tighten waistline,” “tighten core,” or “smaller waistline” – these terms are more appealing to women than “strengthen abs”.
• Some of your videos are not properly formatted, and visually it’s not appealing. Remember that people want to be entertained, and an unappealing visual format will turn them off quickly. 
• You also need an immediate hook to get people to watch your videos, and add this to the accompanying text of your videos. For example, partway through one of your weight loss videos, you mention that “you don’t have to eat like a bird” – that can be your hook! Start your video off by saying this, and add it to the accompanying text of the post. Adding this hook in the thumbnail of the video helps, too.
• You want to get people to watch to the end of your videos; this is how the algorithm determines if your content will offer value to other users not in your immediate network. So create videos <90 seconds and remember to have a HOOK.
• People want instant gratification, so your hook will be better if you can provide that. For example, create a video about a fitness exercise people can do in 10 minutes, or at the airport while they’re traveling. Meet people where they are, e.g. at the airport, while they are traveling. In the summer, maybe it’s beach videos, or for busy moms, you can make videos about exercises to do while waiting in the car at school pickup.
• Don’t stand still in videos – be moving. People like to see movement in videos. 
• Clips of you working out with people is a great way to further show your expertise and the fact that you are who you say you are – you want to be building brand trust with your content.
• Use brand colors with your captions. 
• Be less obvious with ChatGPT generated captions, and use fewer emojis.
• For static posts, use your brand colors.

LAUREN: Do not post daily, you do not get rewarded.

The key with your content to gain traction is that it has to be GOOD content. Create videos that people watch to the end, as mentioned previously. For static posts, you want likes and comments. Use your content to teach, or ask for questions and feedback. 2-3 posts a week is plenty until you get more traction.

LAUREN: Start at $5 a day, then slowly build. You need to build more data for the algorithm to know who to show your ads to.

For you specifically, you have an advantage because you’re local and have a smaller audience. We can use the data built, and your customer list, to create a lookalike audience which will get you better targeting. You also want to remember that you need a budget for retargeting.

LAUREN: You want to be good on 1 or 2 platforms first before expanding.

I recommend you focus on Facebook and Instagram for now, in part because you have more followers there, and also because your real target audience is probably stronger on Facebook and Instagram because you are a local service provider.

YouTube is a lot of work. It’s highly beneficial when done right, but it’s gotta be a full-time job. It likely wouldn’t be a huge lead driver in and of itself, but would help within the eco-system of digital marketing and give your organic rankings a boost.

Conclusion

We’re sure Baltazar will have more questions as his engagement with Digital Dynamo continues, and we’ll be here to help. If you’re a personal trainer or nutritionist that has questions about digital marketing, feel free to contact us or schedule a time to chat.