Facebook is a great tool to generate fitness leads and to make your business stand out. It’s not rocket science, and you don’t need to be an expert to figure out what works online and what doesn’t but you’ll need to create a plan.
The great news is that there are tips and tricks that will not only help you to create a successful marketing campaign but also build brand awareness in the long-run.
Are you ready to increase memberships in your fitness studio? Let’s ger started.
1. Who are you are speaking too.
You might say that you’re speaking to everyone because everyone deserves to feel fit, healthy and happy, right? But no one has the budget to cover the whole community, and it’s more than likely that not everyone wants and needs your service. In order to reach the right people who are more likely to convert, you’ll have to know your audience.
Let’s say that you own a fitness studio in Brisbane and there’s a Pilates program you would like to promote. Think about who your ideal member is? In this case, let’s suggest you target women, ages 25 – 45 who are parents of school aged children.
2. Creating your offer.
Now it’s time to make an ideal offer for your ideal member. Think about what triggers her and what keeps her motivated. Why is it so hard to make the first step and start exercising? Why can’t she stay consistent? Now, make it easy – offer value.
Your offer is a three months membership for a price of two months and the offer lasts for a few days. Why not offer a week for free in that range of time? And make that workout week special, maybe even themed. In that way, you’ll promote a seven-day free trial and a fun event that engages people. They’ll be able to try out the workouts and really feel how great it is to be a part of your community. Once they’re in, remind them of your special offer or a three month membership for the price of two months – make it easy for them to stay.
During the trial week you can announce or organise a workshop where the members of your team will talk about proper nutrition and all the ways that mums can be healthier, fitter and less stressed. The more value you give – the more you’ll get in return.
3. Creating your landing page.
You figured out your target audience and your offer. Great job! It’s time to get creative and bit wordy. Your objective is website traffic and you need a landing page, let’s say that’s a news section on your website. Now it’s time to write about your event, a free 7- day trial and your special offer. Put the most valuable info in focus; in this case, that would be a 7-week trial.
Let them know that they can try out the workouts and see for themselves that the program is awesome. Announce your workshops and all the ways you can help and inspire them, but don’t forget to write about the special offer as well. At the end of the text, sum-up all the info and put a CTA (call to action). In this case, CTA would be “Sign up for a 7-week trial”. The target is being asked to provide very minimal information—name, email address, and phone number. It would also be great if you could communicate that the offer is limited because they’ll opt-in faster. Try not to overwhelm the users and cause them to click away from the page.
Here are some great examples of landing pages:
Definition Fitness 13 Week Challenge
Train with Em 8 Week Challange
4. How to create a Facebook Ad?
Now that you have a landing page with all the info, you’ll need a creative add that will hook your audience. Again, communicate one thing at a time and make it clear. Choose a great photo and write interesting copy with a clear CTA in the end. You can also try different versions of the copy by creating various Ad sets and just choose the best performing one.
If you are talking about your 7 days free trial themed workouts, ask them to join you and to call their friends because it’s free for everyone. Mention the workshops and let them know that they should sign up on time because the offer is limited.
Campaign objective: Website traffic
Audience: Women, 25 – 45, parents, moms of grade school kids and moms of high school kids
Location: Your city +10 kms
Copy: Keep it simple, clean and fun. Create numerous Ads.
5. Create a buzz.
Use social media to make people talk about your event and free trial. You can even post a countdown a few days earlier, or invite an influential mum to join the free 7-week themed trial.
And try to report from the event, there’ll be a lot of people and you should show that to the world. Not only will you motivate others, but you’ll leave your new mums with a great sense of pride. Share videos, photos and try to bring out the best of the atmosphere.
6. Remind them of the promotion.
They are already on a trial and they love the workouts but don’t let them forget how easy it is to become a member. You can use the email list you got from the subscription form on the landing page and send those leads an email with all the info about your special offer of a three months membership for the price of two months.
You can even make a different add with the focus on a special offer and target the audience from the email list and your current members. That way, you’ll get the new leads and keep the old ones for 5 months!
7. Keep offering value.
Congratulations! Now you have new members, the old ones are staying loyal and there’s a new buzz about your studio. Don’t forget to thank everyone who made it happen!
Post a video or share an album with a thank you note and use those emails you have for good. You probably have a blog section on your website and you should use it for offering value to the readers.
Write a blog post about great healthy recipes or recipes for kids and send it in a newsletter to women who have signed up for your trial. There’s a strong possibility that not all of them used the opportunity to train for free, but if you stay in touch with them by helping them, they’ll remember you the next time they decide to hit the gym.
Have you tried some of these strategies to generate fitness leads? Let us know if they worked out!