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It seems like most fit pros have a strong opinion on whether or not Facebook ads works for their fitness business. And in most cases, it has to do with the success they’ve had with them. But in 99% of cases, the lack of results of using Facebook ads comes down to one thing…and that’s having a bad marketing plan in place (or in some cases no plan whatsoever).
Most times fitness business owners who’ve been unsuccessful on Facebook just throw up a post about a promotion or their facility and hope for the best. They cross their fingers and pray that someone will call and it more often than not looks something like this:
“We’re running the XYZ program starting June 1st. PM me if you’re interested.”
Or they run an ad that directs people to their website homepage and think people will just sign up. That’s their entire Facebook marketing strategy. So it’s no wonder some fit pros think Facebook doesn’t work for their business.
So what I’m going to do is take you through a basic system (or funnel as it’s called by serious marketers) that will give you the exact steps that I use with other fit pros all the time to generate new clients from Facebook.
Step #1: Collect Their Details
It’s imperative to have a method of capturing your prospects contact details, whether it be their email or phone number (or BOTH!). You want to be in charge of the sales process. You don’t want to leave it up to the prospect, who’s probably very unmotivated, to contact you. But you just can’t say “Please leave your phone number in the comments section if you’re interested”.
You need to offer something of value, like a free report. But coming up with a report is where a lot of fit pros get stuck because they can’t think of what to write the report on.
Well let me tell you a secret. You already know the answer. Grad a piece of paper and pen and take 5 minutes to write down the 10 most common questions your new clients ask you.
There you have it. The top 10 things you don’t know about losing weight/gaining muscle/getting a better booty, etc. You’ve now got over one of the biggest hurdle’s that stops most fit pros from starting to see success on Facebook.
And now the crucial step of getting a plan on how you will follow up with them to get them into your gym or studio.
Step #2: The Follow Up
So now that you know what to do to capture your prospects contact information (an added bonus of giving them your “Free Report” is that it helps position you as an expert) you need to figure out how to follow them up. As I’m sure you’ve experienced, if you don’t follow them up, they’ll likely never come see you!
What I’ve found is there’s two ways that work best; via a phone call or through email. But if you really want the best chance of converting these new leads, use both.
Most people don’t have an issue with calling prospects up on the phone. It’s pretty simple once you’ve created your phone script. When it comes to writing emails, that’s a whole other story.
But don’t worry because I’m going to show you a simple formula to write your emails that follows this simple formula; O+T+O = C. It’s 3 emails in total with a different focus in each email.
Email #1 is about the Opportunity (O) or the why. This is where you’ll show them that they have the opportunity to dramatically change their life through your fitness program. And if you don’t believe what you do changes people’s lives, then you need to reconsider your career path.
Email #2 is about the Transformation (T) or the what. This is where you will tell them what you’re program is all about and teach them how it will transform them.
Email #3 is about Ownership (O) or how. Using a case study or testimonial works great in this email. Talk as though they’ve already been through your program. For example; just imagine how great you’ll feel walking into work after the 21 days and all the compliments you’re getting from your co-workers on how fantastic you look.
And there you have it …your very own formula for creating those ever so daunting emails… that will start to turn fans into clients (that’s what the C stood for at the end of the equation).
Now all you’ve got to do is figure out how to get more people’s contact details so you can ramp this whole process up!
Step #3: Your Facebook Ads
Going on the current average of 6% of your fans organically (regular posts) seeing your posts, if you were to put up a post about your free report that will only get shown to 30-120 fans (if you have 500-2000 fans). Even if you’re crushing it and getting your posts seen by 30% of your fans, it’s still only showing up to 150-600 fans.
But if you turn that post into an ad for even just $10, that will get in front of roughly 2000 people on Facebook. So for $25 or less you could show your offer to 5000 prospective clients!
What would it cost to get a flyer in front of 5000 prospects? If you’ve never done a flyer drop I can assure you it will cost you a minimum of twenty times that.
Here are the results from just one ad for a client in San Diego:
You can see now, that once you start running ads, you can really start to ramp things up and get your marketing out to way more people. But to be totally honest, most fit pros that run ads don’t get results like what I’ve shown you above. And that’s because they don’t do a great job targeting.
It’s great to get your message in front of more people, but you want to make sure that you are getting them to take action. As you can see, we were getting people to click to their website for just 50 cents, but you need to target your ads correctly.
There is no doubt in my mind that you can easily bring in at least 20-50 new leads for every Facebook ad that you run, but if you’re targeting is off you’re basically donating money to Facebook. And if you’re going to be making donations, I’m sure you can find more deserving companies than Facebook 🙂
Now there are quite a few variables when it comes to targeting your Facebook ads properly, but instead of confusing you, I’m going to give you the top 5 tips to target better.
Targeting Tip #1: Target by zip codes (only in USA) or suburbs.
There is no sense in targeting your entire city if a high percentage of those people live too far to ever come into your facility. You want to make sure that your ad is showing up to someone who can actually come and train with you.
Targeting Tip #2: Set up separate ads for males and females
When you set up your ads you want to make sure that the words you use resonate with the audience. Most women want a flat stomach or toned muscles, not six pack abs or big guns. Whereas guys would use language like six pack or guns. You should also use a picture of the same sex as the prospect so that it connects with them and they know that ad is speaking to them.
Targeting Tip #3: Target by age, but don’t make it too broad.
You don’t want to run a Facebook ad to people in too broad a range of ages (like 18-65) because it’s like I talked about in tip #2, your message won’t resonate with anyone specifically. You can split up the ads into a couple different ads to make sure that the words you’re using connect with the people you’re targeting.
Targeting Tip #4: Don’t make your target audience too small.
If you narrow you ad down to 347 people, chances are it’s not going to work very well, unless you live in a really, really small village with a population of 1,298 people. I always suggest to start with a broad range of people then get more specific once you start to see some results from your ads. And this also applies the other direction, by targeting too many people. If your ad is going to get shown to 450,000 people, you’re probably being too broad.
Targeting Tip #5: Make sure you budget fits your potential audience.
If your budget is too low compared to the size of your audience, you’ll have a hard time ever getting good statistics on whether your ad will work or not. A general concept to work off of is take your budget in cents ($10 = 1000 cents), then multiple that by 2 and that will give you a real rough idea on how many people your ad will reach (2000). This is just a rough idea and the better response your ad gets, the cheaper it will be but at least this gives you a ballpark figure to start with.
There are so many other determining factors to how many people your ad will reach, but this will at least give you an idea when trying to figure out how much you should spend.
This could have gone into way more detail, but I tried to keep it short and concise as I know you’re busy. But hopefully after reading this you either understand why Facebook ads may not have worked for you in the past. Or you’ve learned a couple new things so that you can go and tweak your current Facebook marketing plan.