After working with more than 200 fitness studios across Australia and New Zealand, I have narrowed down what works BEST on Social Media to 6 ‘easy to follow’ steps. You will love this!
Step One: Know your customer lifetime value (LTV)
Knowing how much value a gym member will bring to your fitness business over the course of their lifetime will help you calculate how much you have to actually spend on acquiring their business through advertising. For example: If a group training client pay $50 a week and stays on average for 9months their LYV = $50 x 36 weeks = $1800 OR if a 24hour who charges $20 a week on average keeps a member for 12months their member LTV = $1040.
Step Two: Build an social media Strategy
There is only a small percentage of fitness businesses who actually have a social media strategy in place, everyone else just posts randomly and hopes for the best. Which provides a unique opportunity for you to get ahead of your competition. Defining your objectives, identifying who your target members are, and select the networks that you want to use is just part of the process. A good social media marketing strategy also involves creating an outline of your content and determining how you will use paid advertising for it. For example – Every week for my own gym in Sydney I post 1 recipe, 1 blog, 1 case study, 1 image of something local to Instagram and link back to my website. We choose to focus on community and results and utilize video as often as possible to tell out story.
Step Three: Create engagement-focused content for the algorithms
The lifeblood of social media is your content and its main purpose is to generate engagement from your target audience. Remember, the more engaging your content is, the better the chances that the algorithm will reward you with far more reach – which means you get your content in front of more people. Use questions and survey posts that encourage lots of likes and comments and tag members in photos to get as much organic reach as possible.
Step Four: Create web assets that converts like a champion
“All roads lead to Rome” or in your case ‘all posts should drive traffic to your website’. On the website be sure to use a high converting landing pages with an short explainer video, at least 2 case studies and a payment gateway like stripe to allow people to buy without any hassle.
Step Five: Use Pixels to Retarget visitors
A 20% conversion on your landing page is still a waste of time and money. Why? Because there’s still 80% of your target audience that did NOT convert straight away but might later if you stay in touch.
When you harness the power of pixels, you are able to track and follow the actions of your site visitors so you can continue to serve them relevant content and ads online. Doing so will enable you to bring back your visitors to your website and have them complete the transaction. Retargeting is a very powerful tool in every gym owner’s social media arsenal.
Step Six: Scale and go full-geek on data
This is the most important step in the process, that involves analysing your data each week for about 15minutes to re tweak your creative, ad copy and campaigns to maximise your marketing budget. With a little practice… you can lower your client acquisition cost well below the industry average and get more leads for less.
So, there it is! The 6 steps I use to bring in an extra $10k a month into my gym.
Now its your turn!
Get after it
