Step 1: Define Your “Avatar” (Who Are You Teaching?)

Before you spend a dime on ads, you must know who you are talking to. In Jiu-Jitsu, there are generally three distinct avatars, and you cannot market to them all in the same way.

The Worried Parent

They are looking for focus, discipline, and “bully-proofing” for their child. They do not care about your lineage or your competition medals. They care about safety and structure.

• Marketing Angle: Emphasize safety, character development, and academic improvement.

The Hobbyist Professional

This is the 30-something accountant or engineer looking to get fit but bored by the treadmill. They want a challenge but need to go to work the next day without a black eye.

• Marketing Angle: Focus on weight loss, stress relief, and camaraderie.

The Aspiring Competitor

They want to be a world champion. They care about your lineage, your sparring partners, and your podium photos.

• Marketing Angle: Highlight elite technique, hard sparring, and tournament success.

Pro Tip: If you try to speak to the Competitor in an ad targeting the Parent, you will fail. Our strategic content calendars help you segment these messages effectively.

Step 2: Build Your Digital Dojo (Website & SEO)

Your website is the digital version of your front desk. If it is messy, slow, or confusing, people will assume your academy is the same.

Mobile-First Design

Over 80% of searches for “BJJ near me” happen on mobile phones. If your site requires “pinching and zooming” to read the schedule, you are losing leads instantly. A responsive design is non-negotiable.

Local SEO Dominance

You are a local business. You don’t need to rank globally; you need to rank in your city.

• Google Business Profile: Claim it. Verify it. Post photos of your mats, your changing rooms, and happy students.

• Reviews: Ask your students to leave Google reviews. Respond to every single one.

• Keywords: Use terms like “Jiu-Jitsu in [City Name],” “Self Defense for Kids,” and “Martial Arts classes.”

At Equipe ADS, our SEO experts handle the technical heavy lifting to ensure you dominate the “Map Pack” on Google.

Step 3: Social Media – Documentation vs. Creation

Many owners get overwhelmed thinking they need to be content creators. Instead, shift your mindset to documentation.

Show the Culture, Not Just the Move

While a flying armbar looks cool, it intimidates beginners. They think, “I can’t do that.” Instead, post content that humanizes the gym.

• The “Mat Chat”: Record the end-of-class speech where you talk about life lessons.

• Student Spotlights: Share the story of the blue belt who lost 50lbs.

• The “Vibe”: Show people laughing and shaking hands after a roll. This proves your gym is safe and friendly.

Consistency is King

The algorithm punishes silence. You need to post daily. If you lack the time to edit reels and write captions, our social media management service ensures your feed remains active and engaging without you lifting a finger.

Step 4: Paid Advertising (The Gasoline)

Organic posts reach your current followers. Paid ads reach new people. To scale, you must pay to play.

The “Irresistible Offer”

Don’t just advertise “Jiu-Jitsu Classes.” That is a commodity. Advertise an offer.

• Bad Ad: “Come train with us.”

• Good Ad: “6-Week Confidence Course for Kids – Includes Free Gi!”

• Good Ad: “3 Classes + Private Intro for $19.”

Targeting on Meta (Facebook/Instagram)

Use location targeting to show ads only to people within a 5-mile radius of your gym. Target interests like “UFC,” “Physical Fitness,” or specific parenting demographics.

The Lead Form

Do not send ad traffic to your home page. They will get lost. Use a dedicated landing page or a Facebook Lead Form where they exchange their name and number for your offer. This is a core part of our paid traffic strategy.

Step 5: The Follow-Up (Where Money is Made)

This is the most critical step in learning how to do marketing for Jiu-Jitsu. Most gyms answer the phone but never call back.

The “Speed to Lead” Rule

If a lead fills out a form, you must contact them within 5 minutes. After 15 minutes, their interest drops by 80%. They have already moved on to the next gym or forgotten they clicked.

Automation is Essential

You are busy teaching class. You cannot always answer the phone. This is why you need a CRM system.

• Immediate SMS: “Hey [Name], I saw you’re interested in our BJJ program. When can you come in for a trial?”

• Email Nurture: A sequence of emails explaining what to expect in the first class, what to wear, and who the instructors are.

Automating this process guarantees that every lead gets the red carpet treatment, even while you are asleep.

Step 6: Retention as Marketing

Marketing doesn’t stop when they sign up. Retention is marketing. A happy student is your best billboard.

The First 100 Days

The drop-out rate for white belts is notoriously high. Create a “White Belt Curriculum” that makes them feel successful early on. Check in with them if they miss a week.

Events and Seminars

Host in-house tournaments, seminars, and belt promotions. These events create content for social media and encourage students to invite friends. Referral programs are powerful. “Bring a friend, get a free rashguard” is a simple marketing tactic that leverages your existing base.

Why “DIY” Marketing Often Fails

Reading this guide, you might think, “I can do all this.” And technically, you can. But will you?

The Time Trap

Effective marketing requires 10-20 hours a week. That is time away from your family, your own training, and your students. When owners try to do it all, the marketing becomes sporadic. You post for a week, then get busy and stop. Inconsistency kills growth.

The Skill Gap

Setting up a Facebook Pixel, optimizing a Google My Business profile, and editing high-quality video are specialized skills. You wouldn’t let a white belt teach the advanced class. Why let an amateur handle your business growth?