Facebook changes its focus to building relationships, so if you have the right strategy to make Facebook Messenger marketing work for you, then you will surely stand head and shoulders above other fitness businesses in the area.
In order to success in using Facebook Messenger, the platform cannot be approached from a traditional marketing perspective. You should see yourself as a social engineer and return go back to the basics.
If you want people to click on your Facebook ads, first you have to figure our what they are currently struggling with and what they need to improve on.
Find ways to engage with your audience creatively.
Find out what’s important to them, drive to develop a relationship, not only engagement.
Follow the 3 Core Rules of Facebook Messenger Marketing below and you will find yourself doing just that.
Rule #1: REMEMBER that Facebook Messenger is not email
Messenger is mean for sending personal messages, much like email, but don’t use it the same way that you would the latter.
When marketing your business, you don’t use email as a platform to build relationships with your client base, rather, you use it to reach out, get out information, and for sales.
Facebook Messenger is NOT for that.
When using Messenger for marketing you should focus on why people should choose your business. Highlight points on how you can remove obstacles that get in the way of their progress.
Build relationships, and do not push your marketing. Think of your audience as individual people, with unique problems, with unique goals.
Rule #2: Listen…
The main goal of social media marketing is not meaningless interaction, it’s to get information.
To use Messenger effectively, you have to ask open-ended questions that will get your audience to interact and engage. Ask them about their fears, their goals, their desires. What is their #1 fitness goal? Why do they want to get in shape?
This information may not be useful to the campaign that you are running now, but you can definitely use it for later. This data can help you write up a compelling sales copy that you can sell to them in the future.
Rule #3: NEVER use an engagement bait
Once your audience have engaged its very tempting to resort to a bait.
For example, you might have created a private message which goes: Type YES and you will get one personal training session for FREE. This is a classic example of an engagement bait and Facebook will automatically shut this down.
A good alternative to this CTA is changing the context of the conversation. Think about what you potential clients are hoping to achieve and connect your conversation to that and make it relevant to what’s happening in their lives.
Another option is to ask them for their opinions. Weighing in on someone’s insights will get them to engage more.
The secret is to open a conversation, draw them to you, and keep them engaged by asking relevant and meaningful questions.
If your questions are relevant, you will get feedback. Do not bait them to respond and establish that you are genuinely interested in building a relationship with them.
NEED MORE PAYING MEMBERS IN YOUR GYM?
ABOUT STEVE GRANT
Steve Grant is an expert in business coaching for gym owners with 20 years of fitness industry experience including 4 years as a Health and Wellness Lecturer at ACPE and 8 years as the owner of one of Sydney’s most profitable fitness studios.
Steve is first Fitness Business Mentor to deliver innovative Gym Marketing Ideas from around the world, that add an extra $100k profit to any fitness business. Gym Hub provides a buyers group to help gym owners reduce expenses, as well access to proven systems for staff recruitment and development, teaching members to become highly leveraged and work as little as 12 hours per week.