One of the biggest opportunities in social media is the chance to listen and engage with your customers. It’s an effective way to learn as much as you can about your target audience.
Although businesses sometimes forget that the goal of social media isn’t about selling or marketing, it’s really to create a community where you can build and maintain relationships.
Why FB ads?
Facebook has over 2 billion users a day, so the potential for attracting new fans to your brand is higher here than on many other social networks. Practically everyone you know is on Facebook so it’s highly likely your target audience is hanging out here too.
Facebook ads are exploding especially with businesses that don’t appear to be advertising in any other way. FB’s main advantage? Being able to speak directly to your niche by targeting ads based on their interests and behaviors. With Facebook’s endless targeting options this is truly the time to reach your audience like never before.
Take Sally. Sally is an admin assistant for a busy architectural firm. She is in her late 30s who wants to get healthier and lose weight. She is a vegetarian, loves buying clothes online at The Gap, lives in a suburb about 20 miles away from downtown and a busy single mom of 2 elementary school-aged children.
With Facebook’s varied advertising options to target behaviors and interests now, you can get your gym business in front of this exact audience – reaching more women just like Sally.
Facebook partners with companies that compile data to ensure the ads you’re seeing on your newsfeed are relevant to your niche. So the basic demographics of gender, age and location are just the tip of a very large iceberg. Facebook has thousands of options that allow you to streamline your marketing focus through narrowing your audience based on habits and interests. Want to target busy moms like Sally with an offer to check out your gym for a week? Think Facebook.
Let’s get back to Sally. Although the idea of joining a gym may be something that’s crossed her mind, she’s a bit intimidated and unsure at the cost of working with a trainer. Carving time out for herself to work out in in a crowded place, using equipment that’s foreign to her and investing money on an annual membership may be steps that are too large to take. That’s why a short term discount program like a risk-free trial would be a great solution for targeting new clients just like Sally.
Build a Community
Leveraging your FB ads against your business page with posts about your gym can help attract new fans and customers, and target people with relevant interests.
The content you produce should be entertaining or helpful to your audience. People may expect a sales pitch on your website but this doesn’t mean your Facebook page has to be home for your promotions. It’s not at all about selling, it’s about creating relationships.
You can post compelling news on your company’s mission and how you’re working to help people get in shape. Post content of value that you know your audience would find helpful. Want to post a short video clip of a personal training session or one of your small group classes? Facebook is the right platform. This will give prospective clients an idea of what is going on inside your gym and make it less intimidating.
So if you know by now the importance of your content, which type will work best for your brand? Informational posts like these can position you as an expert in the gym industry and drives much more engagement with those who are following you.
You can create ads on great deals at different times throughout the year, or maybe a special price on programs just for beginners. Consider promoting this type of content to non-members in your area.
As a gym business who is active on Facebook, you have the ability to promptly answer questions, listen to positive and negative feedback from your fans as well as engage with potential customers in your area.
Identifying your niche group is one of the most important aspects of your marketing process. Knowing who you want to target helps you narrow your Facebook campaign efforts in order to reach the people you want to communicate with. Highlight your company’s brand values, identify your audiences and create a space that is unique to your business. Your competitors are already taking advantage of Facebook ads, why aren’t you?