Facebook Marketing - Should You Be Using It For Your Gym?
Facebook advertising, specifically, is a hyper-targeted way to get the word out about your gym or fitness studio and reach your ideal customer on social. The best part: Facebook ads are relatively inexpensive
Whether you’re a new gym owner or a experienced one, connecting with your ideal client is a very difficult task. You’ve put a lot of time getting your marketing efforts dialled in to help build your client base and you’ve managed to free up some of your time to connect with clients in-person by implementing fitness software at your studio. Face-to-face interaction is great, but in order to scale your gym it’s also important for you to know how to connect with clients and reach your target audience outside of your gym as well. That’s where social media comes in.
Facebook advertising, specifically, is a hyper-targeted way to get the word out about your gym or fitness studio and reach your ideal customer on social. The best part: Facebook ads are relatively inexpensive—especially when it's compared to more traditional advertising outlets—which is probably one of the many reasons 68% of those in the fitness industry use Facebook advertising to market their businesses. It's truly an incredible platform
Let's hop in and see how you can start using facebook ads today to start growing you gym
1. Hyper-target your audience
It can be tempting to target your Facebook marketing efforts to anyone and everyone. However, we suggest you do just the opposite: “A great place to start is by creating your customer avatar of what your ‘ideal’ client looks like and work backwards for there, to eventually build a profile with numerous attributes, i.e., healthy living interest, nutrition, running, fitness, weight lifting, eco-friendly, etc. Aligning these attributes with the goals and beliefs of your business is a form of micro-targeting your desired, relevant audience." the more specific, the better. If you don't take the time to do this properly you'll end up wasting your ad dollars on people who won't convert
We created the ad below for a personal training company using this micro-targeting technique with great success. This ongoing ad promotes their business and drives website leads with a "rolling" daily budget of $20. It targets individuals living in United States & Canada with interests in mens fitness, health and wellness, physical fitness, and weightlifting. To date, it’s reached over 19,000 people with over 500 link clicks (of which 181 turned into lead) for their personal training website.
2. Create Relevant Content, too
Like micro-targeting your target demographic, your ad itself should be relevant to the audience you’re marketing to “Get specific with your offers and promotions. When you create packages that help people reach specific goals it becomes a lot easier to focus your advertising budget to the people most likely to respond.”
Bonus Tip: Use the "Audiences" feature within Facebook Ads Manager to create "Saved Audiences" based on demographic and interest data ahead of time. Once they’re built, you'll save time creating ads in the future.
Bonus Tip: Use Facebook’s Dynamic Creative feature, which helps you automatically split tests your creatives, headlines, descriptions, titles, and call-to-actions and delivers the highest performing combinations. Pay attention to your top performing combos and repeat for future ads.
3. The Facebook Pixel - Your New Best Friend
The Facebook pixel is a powerful piece of code that can be easily added to your website to take your Facebook marketing efforts to the next level. It tracks visitor behavior, like when someone views your website, visits a certain page, or takes a particular action–like buying a package or membership, for example. Once added to your website (here’s how to do it), you're able to do something pretty amazing, you can create “Custom Audiences” to retarget visitors based on set criteria, and the best part? Retargeting these people costs half what it would cost you to target a cold audience because facebook recognizes these people have taken actions on your site and rewards you with lower cost's!
Directly calling on these people who have taken actions on your site greatly increase your chances of them converting with you, for example: "Hey There, I saw you were checking out our membership page but for some reason you didn't sign up" Then go on to list some of the benefits of why they should show up and ask them to come back. Retargeting ads gather 10X higher CTR then normal display ads plus a user is 70% more likely to make a purchase when they engage with your ad.
Bonus Tip: Diversify your ad strategy and use both “Saved” (interest and demographic-based) and “Custom" audiences (using your website pixel) to make sure you’re targeting prospective customers at each stage of their journey.
For example we shared the video-based ad, below, to drive sales for a new program using defined target audience criteria. The ad performed well, with a reach of over 149,000 over 2 weeks with a defined budget of $200, a cost of $0.01 cents per view.
Bonus Tip: Keep videos short and to the point (1 minute or less), and don’t require volume for those scrolling without sound. Because users are often scrolling quickly, and on mobile devices, it’s important to customize your video advertising efforts accordingly to capture their attention.
5. Don't Waste Time & Money, Bring In The Experts
Leveraging Facebook ads can be essential to standing out in a competitive market, however, it can take a lot of time and effort to learn yourself. Consistently, we find that when clients run their own digital ads they run into persistent issues such as overspending, lacking clarity on goals, no measurements to define success, and overall not being able to be strategic to reach their target market which results in spending an absurd about of money.
The lesson here: If you’ve implemented the tips above, and aren’t finding the success you’re looking for, it may be worth bringing in additional expertise. We at GymScale offer just this and would love to help you take your gym to the next level! Contact Us Today To Get Started
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