Facebook: It’s not just for wasting time anymore! In fact, most professional (and even amateur) marketers we’ve talked to have found great success in using Facebook as a way to reach new members. Today we’re going to discuss some of the ways in which you can find that same success!
Setting Up a Page
Whether or not you plan on spending money on Facebook, setting up a page for your fitness business is a no-brainer. This is not only important because people often use Facebook as a way to look up business information about your gym or studio (hours, location, offerings), but this is the biggest and best channel for establishing your brand as well. How do you want people to perceive your gym? Friendly? Knowledgeable? With the times? This can all happen on Facebook if you decide on your tone and lean into it. Here’s what else you’ll want to do:
Get all your media assets on the page - This includes imagery of the gym itself, the trainers, and maybe even some “outside the gym” photos. This is to show that your Facebook page is not just self-serving and perhaps you offer information and media outside of promoting yourself (you’d be surprised how little gyms do this).
Make the title of your page your fitness business name, but don’t forget to add a keyword or two - For my fake business Frank’s Fitness, I’ll probably want to use a title like “Frank’s Fitness Center and Health Club.” Even though my company’s name does not include “health club” I’ll still use this keyword because I know people are searching it.
Make a vanity URL so it’s easy for people to find - Go to http://www.facebook.com/username/ and find where it asks you to change your username. Once there, you can make your URL something easy to remember, like facebook.com/franksfitnesssf instead of a really long and ugly URL. That way, when you post your URL around your gym people can recall the URL and find you easily online.
Find an initial group of people to like you - Upload your member list and start suggesting people to like your page. Another method is to like other similar pages (although maybe not competitors) so that people will take notice of your page and potentially like it as well.
At this point, you should have at the very least a passable Facebook page. Now that you have that, let’s consider putting some money around attracting new customers.
Advertising on Facebook (Paid)
Facebook advertising doesn’t have to break the bank. But first what you need to figure out is what the value of a single customer is. Luckily we have that post right here for you. Once you have that magical number, you know exactly how much you can spend on acquiring a single customer (CPA = cost per acquisition or CPC = cost per customer). Here are some tips on how to set up your paid Facebook campaign for success:
First decide your goal - Are you looking for more customers? Or are you trying to find trainers? Make sure you establish your goal in advance and then dedicate one campaign to targeting only one of those groups. You don’t want one campaign targeting two different audiences because it means you’re going to be wasting money on too broad of a group. The idea behind Facebook advertising is to target a very specific group. For this post, let’s continue talking about attracting customers. Start here: facebook.com/ads/create
Decide a budget - Set aside whatever you can “gamble” with and put that towards a “Promoted Page Post.” This is the type of ad that shows up in the news feed of the audience you target. The trick here is to set a limit for what you’d be willing to spend in a day so you don’t blow more than you should!
Choose a demographic - This part can be a little tricky, but it’s worth the results. You’ll most likely want to target your audience down to the zip code, because those are the people who are most likely to consider your gym. Also be sure to set the age range to the same ages you typically see at your gym. Maybe you’re close to a college and so you’re audience is younger. Maybe you’re in the suburbs with more middle-aged gym goers. Getting specific with your audience is the key to not blowing a lot of money on wasted eyeballs.
Offer a promotion - It may be tough to get people to click your ad just by promoting a piece of content. The fact of the matter is that most people are inundated with content and unless it’s a pretty stellar piece of writing it’s not likely to get people to click and sign up for your gym on top of that. Instead, offer a sign-up promotion to get people interested. Since you’ll be targeting a lot of people who most likely already have a gym membership, consider offering a promotion that incentivizes them to leave, like paying for their cancellation fee and giving them a free month (assuming it makes business sense to do so). Much like car insurance, even if you’re losing money up front it is probably worth it in the long run to get people to switch from their current company. Also be sure to make a unique sign-up code so that you know which new customers came from Facebook to measure your investment!
Campaign all set up and ready to go? Let ‘er rip! It may take a while to get the hang of and it may also take a while before you see the results due to the natural delay in memberships decisions, but stick with it and you’ll be happy you did!
Want to learn more about how to grow your fitness business? If you want Seek to directly help you grow your business with our software, you can learn more here. For any other questions, contact us!