Many fitness businesses are rethinking their marketing strategies after news broke out that Facebook will be favouring user’s friends over businesses with its NEW algorithm. But don’t throw the baby out with the bath water, instead get to know the recent Facebook change and make them work.
Despite facebook becoming ‘the most’ competitive platform available to market your fitness studio sending ad spend up, it still remains one of the best ways to target a specific audience for anyone with the ‘know how’. Here are 3 ways that will help you dominate the Facebook platform and make it work for you:
1.SMART CONTENT. Facebook’s new approach determines if your posts will be shown to users or not. So blatant advertising no longer works. Instead, Facebook favour active interactions such as comments or shares over likes. Hitting the right note in your content to spark person-to-person connection rather than person-to-brand will improve your engagement. The new algorithm aims to predict which posts users will like and engage with, so this means you should focus on posting valuable content, tips and any stuff that can spark a conversation, making it more personal.
2.NO CLICKBAIT. Engagement tactics like “tag a friend that you think needs a free PT” or “like this post if you want to start eating healthy” used to work to get your numbers up, but this is shallow engagement and is in no way meaningful or valuable. Remember that you are spending your money in Facebook to get leads and doing this does not get you close to this goal. The new Facebook algorithm recognises this as clutter and marks it as spam. Note – you can still request an action via VIDEO
3.THE VALUE OF VIDEO. Video content sparks conversations and provide more meaningful interaction compared to images and links alone, so start posting regular videos content. PRO TIP live videos generate six times more audience interaction than regular videos, so get on Facebook Live!
Change does not end here. As a studio owner, you should always be on your toes and expect Facebook to roll out more tweaks in the future. So stay on top of these changes and adjust your marketing strategy to ensure your fitness business content remains relevant and engaging to your target audience.