With any niche group, there is a language, a way of thinking, a lifestyle that those outside of the group don’t know or understand.
Triathletes take pride in this knowledge as something that sets them apart. Most keep up-to-date with triathlon news, events, and industry chatter. Digital marketers who don’t understand triathletes will have difficulty creating strategies that resonate with this unique audience.
Triathletes are a unique set of people – driven, type A, workaholic type of people. In 2021, 3.1 million people took part in a triathlon in the United States. Triathletes are more affluent – their average income is $126,000. With any special interest group, there is a lexicon, a way of thinking, a lifestyle that those outside of the group don’t know or understand.
Triathletes take pride in this knowledge as something that sets them apart. Most keep up-to-date with triathlon news, events, and gossip. Bringing in a digital marketing agency from outside of this group can lead to issues like inauthenticity in advertising.
So what do I (Fiona Martin) bring to the table as a triathlete and digital marketer?
First, I’m a real deal triathlete.
I’ve grown from my first ever sprint triathlon in 2012 to being a competitive age grouper in the ITU World Championships (Olympic distance) in Lausanne, Switzerland in 2019, and the IRONMAN 70.3 World Championships in St. George, Utah in 2021 and 2022. I also competed at IRONMAN at Lake Placid 2021 and 2022.
Second, I bring the focus, dedication, and patience it takes to grow and compete in the sport consistently for the past 11 years. I know the events, the lingo, the products, the motivation, and the mindset of an age group triathlete, as well as the sacrifices they make.
As a digital marketer, I hold a Certificate in Digital Marketing (with Credit) from the Institute of Direct Marketing (IDM) in London, and over a decade of experience working on and developing successful marketing campaigns. My specialties include digital marketing strategy, SEO, Google Ads (search, video, display, and Shopping), social media ads (Facebook and Instagram in particular), email marketing, and content creation. I’ve worked on local, national, and international ad campaigns and have a host of satisfied clients.
I have clients who have benefited from my digital marketing expertise and triathlon know-how including A2 Bikes and TriMarni Coaching and Nutrition.