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There are so many things that you can post on Facebook, and if you follow my EIE formula then you already know what makes a great post. However, you also need to be making posts with the sole intention of getting new clients in the door; and although there are a number of posts that work, we’ve found that there are 4 that work best and that’s exactly what you’re about to discover.
Of course it does!
The first one is the “Before & After” picture post. Although you can’t turn this into an ad, if you word it right and make sure to tag the actual person, it will get in front of a lot of your fans, as well as their friends. I know that not all your clients will feel comfortable with taking pictures or sharing it on social media, but for those who don’t mind, make sure you’re sharing these on a consistent basis!
Power Tip: End with a call to action like, “Click LIKE if you think (client’s name) transformation is awesome too!”
The “Success Story” post is a great one to use especially if you don’t have any before and afters. This is simply a longer post (think mini article) talking about your client’s journey. Here is a simple structure to write it:
What was their life like before they started working out with you?
What was their first major hurdle they overcame?
What was the big result/goal that they achieved?
What unexpected thing changed/happened while working with you?
Power Tip: Take a picture of them either working out or with you to use in the post.
Next up, I’ve got a question for you. Are you filming at least 4 video testimonials each month? If not, what’s stopping you? It can’t be that you don’t have the time or the tools because they only take a minute or two and I know you have a smart phone. And I’ve got a little secret for you: they don’t need to be professionally filmed. So start scheduling into your diary to get these done.
There are a couple of reasons why these work so well. First off, video is the future of Facebook and video’s will almost always get you a much greater reach than any other post type. Secondly, video testimonials are much more believable and relatable to others. But unfortunately, most fitness professionals don’t use these enough. Heck, as I’m writing this I’m realizing I need to get more of these done as well.
Power Tip: Hold your smart phone at your chest horizontally while filming and have your client talk to you. This will make them much more comfortable.
The last post type I’m going to share is the easiest one of them all. It’s the “client shout out/showcase” post. With this post type all you’re going to do is take an action shot/video or a picture of them after their workout when they’ve done something out of the ordinary. Maybe they set a new PR, lost some weight or just had a great workout. And then in your post you’re just going to showcase their achievement. Again, make sure that you tag them in the post so that more of their friends see it. And don’t forget that call to action like I mentioned back in the before and after post.
Power Tip: Get in the habit of filming a small titbit of clients working out a couple times a week so that you can use them to showcase them. This way you’re never left without something to post.
So now that you know the 4 best Facebook post types that will get you new clients, all you have to do is to schedule these into your weekly calendar of posts. Sometimes we like to over complicate things when there is no need to, so even though these are simple things, are you doing them on a consistent basis? Now go out there and dominate your competition on Facebook!
Have you noticed how many Facebook experts are out there today who are specifically just for fit pros?
Take a look back 12 months ago, there were very few there and I know this because that’s what I do. I help fitness businesses build their business using Facebook and other social media platforms. I was looking into this; if you were to look today, how many people do you see out there marketing themselves and promoting themselves as “Facebook experts for fitness professionals?” There are a lot. You can see that Facebook is getting a lot more popular.
I’m sure you’ve noticed in your newsfeed, there are a lot more local gyms and studios marketing, right? Promoting their different plans and different programs. I’m sure you’ve even noticed that a lot of them look the same. Now do I think Facebook can still work? Hell yes I do! It is so powerful. The ability to target the exact person, down to the ages, and put a specific message in front of them, I think it’s still very, very powerful. I think it’s probably right now the most powerful marketing tool that we can be using within our fitness businesses, but I really do think that Facebook is going to stop working for a lot of fitness businesses in 2016.
It really comes down to three major reasons and that’s what I’m going to go over in this blog post.
I’m not saying it can’t work, I’m not saying that it won’t work, but what I’m saying is it’s not going to work for the majority of fitness businesses.
The first reason, and this is what I’ve been seeing a lot of starting back around mid 2015, is that people are spending all their time and all their money putting their posts out there with the only objective being to get prospects to either opt in or to buy. It’s just buy my stuff, buy my stuff, sign up. You’re not offering any VALUE.You’re not building any trust. You’re just putting a message in front of a bunch of people who have never heard of you, and don’t know anything about you. Basically, they don’t know, like or trust you, but you’re asking them to buy your stuff without proving that you can actually solve their problem. There are a lot of these people out there. This is how it used to be; it was: get them to opt in, get their email address and THEN provide value; but if you want to be successful in 2016 on Facebook, you need to provide value first.Provide enough value so they know, like and trust you and then you can actually ask for them to opt in. You need to provide a ton of value, you need to prove yourself, you need to stand out in a crowded market, earn their trust and, once you do that, then you should be asking them to opt in, then you can ask them to buy your stuff.
Mistake number two (or the second reason I think that Facebook marketing is not going to work for a lot of fitness businesses in 2016), is that everybody is copying everybody else. Everyone’s putting up the same message. One person finds out an ad works and then everyone starts to copy it. I’m sure you’ve seen this in your news feed more than once. What’s going to happen is, your message is going to become so bland, it’s going to become so vanilla, no one is going to be able to distinguish between you and the gym down the corner that’s putting out the exact same ad.
When you do that, you’re missing out on the biggest opportunity that social media is actually providing, and that is for you to be able to compete with these large brands that can throw a ton of money into advertising. You can actually brand yourself. You can build up a raving community of people who love you, love what you do, and will do anything you want them to by doing social media-ing right. You need to try to provide value.You need to give them content that actually helps them in their life. It provides value.It helps them get what’s called results in advance, or get one baby step closer to their goals, and that is how you’re going to stand out.
If you put the same message out as everyone else you’re not going to stand out. No one is going to notice you and then all you can do is compete on price and I’m sure that you know that’s not the way to do it.We need to stop it, but you’re going to continue to see that because everyone’s finding out now how well Facebook works. Everyone’s jumping in, they see there’s money to be made and they’re just like, “Well if that worked for that person, I’m going to copy the same thing,” when it’s not who you are, it’s not specific to your brand, and you’re just going to get lost in that shuffle and all you can do now to compete is lower your prices.
The third reason why I think it’s not going to work is because it takes a little bit of knowledge, it takes a little bit of work, and I think that’s why no one’s going to do this. No one is thinking about the prospect’s experience. No one’s thinking about the end user. So that Facebook user you’re not thinking of, the experience you want them to have when they come into contact with you and your business, you need to figure out, okay, what path, what journey do I want to take them through?
When they find out about me, when they like my page, when I send them to my website, what do I want to give them?What do I want to show them?Do I want to provide some great blog posts that again, provide results in advance?Do I want to send them my blog posts on “Seven Easy Exercises You Can Do At Home?”Do I want to send them to a free report that they can just download, and they don’t even have to opt in, that teaches them “25 Five Minute Recipes?”
Do I want to make sure that they see some video testimonials from my clients?
What other things can you show them to actually prove that you are the expert?
Show them you are the person in your area that is above and beyond the best choice for them. Think about that experience you want them to have as soon as they first find out about you because, for most people, when they first find out about a business, all they see is, sign up for my 21 day program, sign up for my 21 day program, sign up for my 21 day program, sign up to get my eBook. You’re just asking them for stuff instead of offering them something of value by saying here’s, “Seven Ways to Start to Lose Weight in Under Five Minutes a Day.”They go and they read that blog post, there’s nothing there that is selling them. Then the next, maybe three days later, they see a video testimonial from one of your clients pop up in their news feed. Then a couple days later, they get shown another blog post about “Seven Time Savers While You’re in the Kitchen.” A few days after that, they see another testimonial from your clients. Then a few days after that, they see another video testimonial of your clients.
So now they’re seeing what other people are saying about you. Then maybe after that, then maybe they see something to opt in. Then maybe they see something to actually buy your program. You’ve taken care of the actual experience that they’re going to have as soon as they find out about you, so that you can set yourself up for success, you can set yourself up to be known as the expert in your area.
Those are three of the main reasons why I feel like Facebook is not going to work for a number of businesses in 2016. I already spoke to a number of people who were really struggling and saying, “You know what? Facebook isn’t working nearly as well as what it used to work. Facebook really isn’t working for my business anymore.”
I noticed this starting to happen in the last three to four months of 2015 and it’s only going to get worse as we see more fitness business using Facebook to get business. So while these businesses continue to just sell their prospects before adding value, make sure that you concentrate on providing value first. That is the true key to LONG TERM success using Facebook (and any other social media platform).
Do you know what the number one reason why Fit Pros are unable to turn their fans and followers into actual paying clients?
Well it typically comes back to the follow up system they have in place. A lot of people have a great structure for they social media channels. They write great posts, share interesting articles and give amazing tips to their fans. But it’s the follow up where most of them lose out on actually transitioning fans and followers into actual paying clients.
What are you doing beyond making a post on social media and just telling them about your special 14-day program, or your 6-week program, or any other kind of offer? Do you have anything set up to actually transition them from being a prospect to actually coming in your doors?
Let me go through a couple of ideas that will help you get a follow up system in place in no time flat. I’m not going to go over a sophisticated system because if you don’t have one, anything is better than nothing.
The first one is pretty simple. What you can do is just ask them, but don’t ask for the DM. Saying “direct message me for more info” is not a follow up system because you’re putting the onus on them. If they’re extremely motivated, they might do that.
Instead, ask them for their name and phone number. This way you’re in charge of following up, which is your responsibility as a business owner. Now, I wouldn’t say just post it on the Facebook page, that’s not going to work, but send them to an opt in form.
You can use free resources like, Wufoo or Typeform. Or what I would recommend is using LeadPages or ClickFunnels, to get their details. That would be ideal, but if you don’t have the budget for them, don’t let that stop you. Use one of the free options.
Once you get their name and phone number, what you want to do is have a script. Know what you are going to say on the phone, know what you are going to go over with them, so that you can actually lead them toward a sale. Don’t just call them up and talk away. It doesn’t have to be completely written out word for word. If you’re pretty comfortable on the phone and you’ve done a lot of sales calls before, you’ll know what to say. But before you call them, make sure to have some kind of script that leads them to actually getting them to come into your gym.
The reason why calling them is your best option is because you’re actually going to have a conversation with them. When you get the chance to talk to them, you’re able to develop rapport with them and that can go a long way.
The next best option is to get their email address. Again, I would recommend you use either LeadPages or ClickFunnels because they are easy to set up and they work really well. Next, what you want to do is have a sequence of emails (called an autoresponder sequence) written up and ready to send out. You want these structured in a way that leads them into coming into the gym.
There’s a number of different ways to structure these autoresponders, but that’s a blog post in itself. But here is an easy way to put one together now. Write a list of 4-5 frequently asked questions you get. Each email will answer one of these questions, with your last email offering them to come in. Offering them something tangible like a success session or a nutrition consultation work well.
Now you can see this was not rocket science, but this is typically why a lot of personal trainers can’t turn their fans or followers into actual paying clients. They have no follow up system to lead them into their gym. This blog is really just scratching the surface on creating an extremely effective client-generating machine, but you have to have something in place before you can make it better.
So my challenge for you is to take the onus on yourself because the motivation levels in today’s society are extremely low. You want to build assets like their phone number and their email address so that you can be in charge of your business success. Now getting fans and followers to come into the is left up to how motivated you are…and the follow up Scsystem you just created after reading this blog.
Are you Facebook posts not getting seem by many fans?
If you’re not following what I call the EIE Formula, then I think I know why!
A lot of Personal Trainers are getting frustrated with Facebook because they’re not getting as many fans to see their posts, and that they’re not getting as much engagement as they used to.
You’ve probably heard that Facebook changed their algorithm earlier this year and they want us to pay to play, but that’s only part of it. Part of the issue is your content, and it sucks.
I am sorry I have to tell you that, but if no one is engaging in what you’re putting out there, it’s because your content is not very good. People aren’t liking, sharing, commenting, they’re not clicking on your posts. And the less they actually interact on your posts, the less likely your future posts are going to actually show up in their newsfeed.
It’s time to take some responsibility for that and start implementing the EIE formula. This is key strategy to use for Facebook for Personal Trainers.
Basically, what I want you to do is this; every time you go to post something, I want you to ask yourself a question before you actually hit post.
The first question is for the first E – “Is this educational?” Part of what you should be doing on Facebook is educating the people that are actually on your newsfeed. We want to educate them, we want to give them little bits of information…you want to “Give them results in advance.”
You want to help them get one step closer towards their goal, without actually having to come see you, because if you can give them some results – if you can show them that what you’re sharing is actually going to help them get the result they are after, they’re probably going to want to come in. You want to create a dialogue in their mind like “If I am getting this information for free, what am I going get if I actually pay this person?”
If you help educate them you’ll stand out from your competition because a lot of trainers aren’t doing that. That’s part of what you NEED to do on Facebook. So ask…does it educate, if it does post it…if it doesn’t move onto the next question.
The next one is the “I” and you want to ask – Will this inspire someone? That’s why motivational quotes and videos work so well…and that’s why they get shared so much. Unfortunately, the world we’re living in today is filled with people with low self-esteem. There are a lot of people who aren’t real happy with their life, which is very unfortunate, but that’s where we come in!
We all need a little bit of inspiration. We all need to be empowered. Take a look and think, “Will this post inspire people?” Again, if it’s yes, post it…if it’s a no ask this last question.
The last one is, will it entertain them. I know that some people will say, “Well, it’s my business page. I shouldn’t be doing that.” Well you couldn’t be more wrong. People want to see your actual personal side of you. Take people like Todd Durkin or Martin Rooney. If you follow them on social media you pretty much 90% of who and what they are.
They actually want to see that side of you. People aren’t going onto Facebook or Instagram or Twitter thinking, “You know what, I need to find a personal trainer, I need to find a gym. Let me just jump on Facebook and I’ll probably be able to find it,” That’s not what they are there for. They are there to escape reality. So if it fits your personality, entertain them.
That’s why Stupid Cat meme photos get shared so much – because people find them funny and they are on Facebook as an escape, they’re there to be entertained. So if the answer to this E is yes, post it…but if you’ve answered no to all three then it’s back to the drawing board.
That’s the EIE Formula, so before you think about letting everyone know you went poo-poo or you just went beast mode at the gym, or you just ate your most epic cheat meal, ask yourself, does this follow the EIE, because if it doesn’t, don’t post on there because no one wants to see that.
It’s so easy to get distracted on what to do with your social media accounts. With all the “Facebook ninja tricks” and “secret conversion methods” that get promoted out there, it’s not wonder so many fit pros get lost on where to start.
But when you step back and look at your social media plan on a whole, there really is only one place to start to have success on social media for personal trainers. And that’s creating a content calendar for what you’re putting out.
There are a number of reasons why it’s important to create your content calendar, but I’m going to give you the two biggest ones.
1. You’ll actually be putting out a consistent message, which allows your prospects to understand what you and your business are about. And hopefully whether it’s the right one for them.
You may not think that you have much to share, but I can assure you that even if you never learned another things for the rest of your life, you’ll still not be able to share everything you know. And whether you realise it or not, there are people out there literally dying to meet you. You could be the one person who will help them get off the anti-depressants, or make them feel good about themselves, or actually help them lose weight for the first time in their lives.
2. When you think through your marketing via social media, you’ll actually get new clients from it. If you’re anything like me, you want to help as many people as you can, but at the end of the day you have to put food on the table. So you need to be generating new clients from the time you spend on marketing. And yes, that’s what social media is.
If you think through what programs you have coming up and can preframe it with thought out content, you’ll get fans and followers actually contacting you. But this doesn’t happen for most fit pros because they just reactively post random things. How many times have you thought, you man I haven’t posted on Facebook today, better throw something up. If you haven’t, then well done. But you’d be surprised how many fit pros do this.
Now before you real off 101 reasons why you don’t have time to do this, let me share with you some of my best strategies that will allow you to.
First off you need to figure out what social media channels you’re going to focus your time on developing. I typically recommend that you start with 2, build some momentum and a following before adding any more social channels.
So how do you determine which ones to focus on? That’s simple, it’s where your prospects hang out. I would highly recommend that Facebook be one of them because of their in depth advertising platform, but that’s for another article.
If you’re unsure what social network you prospects are active on check out these usage graphs for 2015:
Once you’ve picked your 2 main social channels it’s time to figure out what you’re going to post. This is where most fit pros get stumped, but it’s really not the hard. I’m going to give you a way to plan out your content for all 4 major platforms, but I’m also going to give you some additional platform specific tips as well.
I find the best place to start is with your Facebook page, and I like people to pick a topic or theme for each day. This will not only help you save a ton of time creating the content, but also give your posts some consistency.
Here is a list of some idea’s:
Exercise of the Week
True or False
Client Appreciation/Shout Out
In Action Workout Video
Session Action Shot
Time Management Tip
This, This or That (ex. Squats, Deadlifts or Lunges?)
Yoga Pose of the Week
Stretch of the Week
Photobomb Friday (my personal favourite)
Did You Know
You can even use a tool like PostPlanner to help you find the most viral social media content to use on your own platforms.
So as you can see the possibilities are endless. Two things you really want to think about when picking your different themes are what will my fans find helpful and what can I share to help my fans get better results. But don’t forget to make sure that you allow for posts that let your fans see your clients success, along with your personal side. No one wants to deal with a corporate social media page.
A couple of other things that you will want to write out before you start creating your content is a list of any upcoming events, programs or announcements that you will want to promote. So if you have a new fat loss program coming up you may want to talk about “fat loss tips” leading up to announcing the program to get people thinking about it.
You’ll also want to make a list of any upcoming holidays or events coming up that you can use on your social channels. Things like the Superbowl or the Academy Awards could make for some very engaging posts for your followers.
Now once you’ve figured out a topic or theme for each day, set aside some time at the start of the week or month to create your content. Personally, if you struggle with time management then I highly suggest you do this monthly. This way you can power through and create 4 posts for each topic/theme and have a whole months worth of content in 30-90 minutes.
I usually recommend picking your topics/themes to create your Facebook posts, then from there see what you can repurpose for your other channels. Not all of it will work, but use what you can since a percentage of your fans will miss out on your posts each day.
Here is how I would repurpose your Facebook content:
For Twitter I would schedule and share a whole months worth of posts in a week, then share it weekly at different times each week. So each week you’d share all 4 motivational posts, and all 4 recipes, and on and on. Then the following week just switch up the order they get shared. I’m a big fan of Socialoomph for scheduling my Tweets, but you can also use Hootsuite or Buffer.
If you want to add more tweets to your schedule, I would make a huge list of motivational quotes, blog posts and recipes and just have these on a schedule to go out regularly. This will help bump up your feed. This is especially powerful for getting more eyeballs on your blog posts.
You could even go one step further and use a program called Sniply which allows you to have a clickable link pop up on the page you share which allows people to opt in to your list.
If you do have a blog, here is a super tip for your Twitter feed. Make a list of all your blog post URLs, then for each blog create 5-7 different tweets that include a link to the blog post. You can use Sniply or Bit.ly to shorten the link. Again, the more eyeballs you can get onto your site, the better. Especially if you’ve got your Facebook retargeting pixel set up on it!
For Instagram go in and create captivating images using Canva.com. This program will make you look like a photoshop pro and allows you to create images in the right dimensions for every social channel including Instagram (which is 800×800 in case you’re wondering). Again, not every theme may work directly with Instagram, but you can modify or just summarize what you’ve created for Facebook.
Now if you really want to share some time, create 7-12 different templates/layouts on a single page on Canva this way you can go back and re-use these templates over and over again. This also allows you to brand your Instagram artwork with similar text and colours so hopefully over time your fans recognize your posts. If you’ve not used Canva before this is probably a little confusing, but don’t worry because as soon as you try it, this will all make sense.
Pinterest – for Pinterest I would either create or add to one of your boards each week with 1-2 of your themes. This way will save you time, but also keep you from pulling your hair out.
Again, I would use Canva to create your images, and try to use the 7-12 templates over and over again. One thing you’ll want to do is to try to have as many pins as possible link back to your website or other social channels.
At this point you might be wondering how the heck will you keep track of all this. Well here is a screenshot of a simple Google Sheet that I’ve created for you:
It doesn’t have to be anything fancy, it just needs to work for you. So now that you know how to create your own content calendar, have a sample one you can start using, there’s no excuse to not start sharing great info with you followers. Remember, there are people out there who are dying to meet you, so get your message out there.
Using visuals in your social media posts is absolutely essential. Just look at what the new big players in the social world have been over the past few years…Instagram and Pinterest which are based on pictures. And now you’ve got the emergence of live streaming video apps like Periscope (Which I think is going to be massive) and Meerkat!
But why have these channels become so popular?
It really comes back to how we learn and retain information, as this image from HubSpot shows you.
But one big mistake is not creating images in the right size for the channel you’re posting on. And with the ever changing world of social media, it is hard to keep up. So here is a great resource from Canva that maps out exactly what sized images to use where.
Now if you really want your posts to capture your audiences attention, I recommend using a great headline to go with your images. Just like a headline will grab your attention in a magazine, so to will a great headline in your social media posts. This works especially well for videos!
Now you know exactly what size your images should be and how to grab even more attention by adding a headline. So use these two social media tips for personal trainers and get out there and capture your fans attention!
With more and more businesses turning to Facebook it’s getting harder to get your message seen. Nearly every time the topic of Facebook comes up at a convention I’m speaking at someone complains about the lack of reach their posts are getting now.
But instead of complaining about this, take it as constructive criticism that maybe your audience doesn’t like what you’re sharing. Basically, the less your fans click on your posts, the further down Facebook’s algorithm your page gets pushed. So it’s actually your fault that your posts are showing up to your fans.
Don’t worry though because I’m going to share with you X ways that you can start to get your posts to show up in your fans newsfeed again.
Start using video’s
As of right now, video’s are getting the best organic reach (non ads) on Facebook and I don’t see this changing any time soon. As of June 2015 there are 4 Billion video views a day on Facebook. So jump on this trend.
And just take a look at how quickly Facebook video’s have been growing!
One little tip when creating your video is to try to make the start of your video’s stand out and grab people’s attention. Just think about how fast you scroll through your newsfeed. If you’re not catching people’s attention then they probably won’t stop to watch it. Also, try not to say anything that your viewer needs to hear in the first 5 seconds because until they tap the screen or un-mute the video, they won’t hear anything.
Ask Your Fans
Instead of just assuming you know what they want to see, actually ask them what type of content they would like you to share. This way you know for a fact you’re giving your fans stuff they will engage in. And if you’re not sure what to post, just copy this:
What Do You Want?
We don’t want to be like all those other pages out there and just post useless stuff. We want to provide you great stuff that actually helps, so let us know in the comments section what types of things you like to see more of on our page. For example, would you like more recipes, quick home workouts, motivational quotes or simple cooking tips. Or is there something else you want? Let us know, we’re all ears!
Start featuring client results or just a group picture of a great group training session on a regular basis. Pick a day of the week and share one of these EVERY week. And then be sure to tag your clients in the post.
And before you say that you can’t do that, give me a second to explain. Pages are only allowed to tag other pages, so that’s why you’re not able to tag clients. But all you need to do is switch to your personal profile once you’ve already posted the picture on your business page and tag your client. The only time this will not work is if that client has set up their privacy settings that doesn’t allow this.
Here is a quick video that shows you how to do it:
So there are 3 ways you can start to get more of your posts to start to reach more fans that won’t cost you a cent! Now get to it.
There are numerous ways that you can improve your social media content, but I know if you’re like me you don’t have hours of free time to try read countless articles and blog posts. So here are 11 quick tips you can start implementing straight away that will help!
1. Use images often. They increase engagement with your fans. This reach almost my entire fan base at the time.
2. Share video’s on Facebook as they will get you the best reach, but make sure to upload it straight to your Facebook account instead of sharing a link. Here is an example of an extremely successful posts for one of our marketing campaigns that I helped set up with the Institute of Motion.
3. Mix up your content type; videos, links, long posts, images, questions, etc.
4. Always try to use a Call to Action (CTA). Let your fans know what you want them to do.
5. Be real and amplify what makes you who you are.
6. Don’t be overly promotional.
7. Repurpose your content on your different social platforms.
8. Always be trying to add value to your fans with your posts.
9. Focus on helping your fans; stop thinking about what YOU want to talk about, instead think about what they NEED to hear. Help them to solve problems, answer questions and give them actionable advice or tips that will help move them closer to achieving their goals.
10. Determine what the relevant hashtags are, and then use them often.
11. Try to respond to ALL mentions, messages and tags. This will often start conversations and builds up relationships. Never forget social media isn’t a one way channel.
If you’ve tried running any ads on Facebook then I’m sure you’ve experienced the ups and downs of trying to create successful ad campaigns. But don’t get discouraged, like everything there is a learning curve that you need to go through.
And even though Facebook is consistently changing their rules, there are 4 things that I see that separate successful Facebook ads from the many failures I see with fitness businesses.
The first major mistake that I see all too often is that you are not capturing the prospects contact information. Instead most fitness businesses send their prospects straight to their sales page or website. Now don’t get me wrong, this will make you some sales, but what happens to all the people who have never heard of you and are basing everything solely on price? Chances are you’ll never see them again.
There is one way that I’ll almost let you off the hook for this one, and that’s if you’ve installed a Retargeting pixel on your sales page. If you have, then you will be able to have another bite at the apple, but why not try the most effective tactic first?
** For those who don’t know, a retargeting pixel is a little cookie that you can place on websites so you can market to those people again. An example of this is when you’ve looked at something on Amazon and now that product pops up on every other site you visit. Well you can do something similar directly on Facebook.
The next element that is missing from Facebook ads that will make them more successful is a strong Call to Action (CTA). As much as we all think that the next step is pretty straight forward, in a lot of cases it’s not. You can’t always assume that the prospect who your showing your add to knows that if they click the link it will take them to your website to sign up.
Personally, I think of the most computer illiterate person I know and make sure that even they would understand what to do next.
Not only do you have to tell them what to do next, you also want to tell them why. They need to see the benefit in taking that next step or chances are they will continue to scroll down the news feed.
This next mistake drives me insane. Facebook has given so much real estate on the newsfeed to images but there are still people using photos that split the screen with actual website link. In today’s world of almost zero attention span, you need to do everything you can to make sure that your ad captures your prospects attention.
The best thing about this is that Facebook even gives you a second chance to fix this whenever you share a website URL because you’re able to change the picture being used. So there really is no excuse except laziness if you’re not using an image that is optimised to utitlize all of the newsfeed space Facebook gives you. And for future reference, you want an image that is 1200 pixels X 628 pixels for any ads on Facebook
How It Shouldn’t Look…
How It Should Look…
Now the last thing that separates successful Facebook ads from failures can pretty much be said about all marketing. If you’re talking about all the features you program or gym has, as opposed to the benefits then you’re ad is going to suffer.
Don’t get me wrong, I realise that it’s a little bit harder with all of Facebook’s rules on what you can and cannot say, but I’m pretty sure that every single person in the modern world knows that there is exercise equipment in gyms and training studios. If it seems ridiculous that a hotel would advertise that every room comes with a bed, then you should feel the same way when you tell your prospects that your gym has treadmills and dumbbells.
So to recap, if you want your Facebook ads to be a success make sure that you’re doing the 4 things I just talked about in this post and I guarantee that you will see a big improvement!
Just so I’m perfectly clear, there are other things that you could be doing like precise targeting, running retargeting campaigns, and creating an automated follow up system that will make your ads more successful. But if you haven’t taken care of these basics from this post, then it really doesn’t matter what else you do because your ads aren’t going to work very well.
If you’ve been getting frustrated with the performance of your Facebook posts then you’re going to love what I’ve got to share because I’m going to give you 2 quick tweaks to improve your Facebook posts.
As more and more businesses start using Facebook to market and spread their message, it’s easy for your posts to get lost in the shuffle. Facebook is always tweaking their algorithm, but that’s because they are trying to maintain a good user experience. Which for all of us how have a fitness business, this is a good thing, because that means that our potential clients will continue to use Facebook.
At any given time there are at least 1,500 possible stories a person could potentially see in their Newsfeed, and Facebook is trying to figure out the 300 most relevant ones for the specific user. So….the more often someone clicks on your post (Like, Comment, Share, Click on a picture or link) the more relevant Facebook thinks your page is to that person.
And the more relevant your page will help increase the chances that your posts will be one of those 300 that shows up to your fans. Which is what everyone wants!
But how what can you do to make your posts more clickable? There are 2 quick tweaks that you can start making to your posts to help increase their “clickability”.
The first thing you should start to think about is giving your posts headlines. And this doesn’t go from just your posts that share a link; it’s for all posts. This will help grab your fans attention as they are quickly scrolling down their newsfeed; as well as give them an idea about what your post is about.
Let’s face it, we live in a world with a very short attention span, so trying to get people’s attention can be difficult. So stop and think a few seconds on what will really grab your fans attention, and then make sure to leave a line between the headline and the rest of your post. This will also help it stand out that little bit more.
You could even put some special characters around it, like some asterisks or parentheses around the words.
The second thing that you can start doing to get more engagement from your fans is to start including a “call to action” on your posts. You’ll be surprised at how many more likes/comments/shares your posts will get with this simply tweak.
Simple things like asking a question:
Ask a question…
Or in the right context you can even ask them to share a post….
But please do not be the person that writes “LIKE if you agree” or “Who else LIKES this ?” because that’s just going to annoy your fans and make you sound needy.
So by just getting a little more strategic with your posts by thinking of adding a headline to them and some sort of call to action you’ll be amazed at how much your reach improves in no time.