A lot of fitness professionals (and business owners) think that you have to go to some incredible lengths to find new clients.
The truth is, you don’t.
There are hundreds of people already looking for you. You just have to know where and how to best position yourself so they can find you.
Facebook advertising is one of the best ways to reach your target audience, attract your ideal prospects, and get more new clients fast...even on a small budget.
But where do you start? How can you set up winning ads (especially if you’re not a computer guru)? And what can you do to ensure you’re converting ads into closed sales and growing your fitness business?
- Understand the six steps to create winning Facebook ads that attract the perfect prospects to your business on a small budget of just $5 - $20.
- Learn how to choose the right offer that best positions your company, brand, and services.
- Identify the differences between images, videos, and other types of content ads (and what you should start with and test for optimum response and results).
Facebook is the largest social network in the world today with 1.71+ billion users.
Sixty-five percent (65%) of users are thirty-five-plus (35+) years old, and sixty percent (60%) users overall are female.
The platform contains advanced ad targeting capabilities for massive audiences, with powerful and valuable analytic insights.
All of that makes it awesome for marketing your fitness business; whether you want to fill new classes or empty slots on your books, or sign up clients for a brand new location (before you even open your doors!), Facebook advertising can bring in tons of new clients and revenue.
Follow these six steps to get 10+ new fitness clients from Facebook in the next two weeks and start growing your business fast.
STEP #1: Define Your Target
Who is your perfect client?
All good marketing efforts begin with defining the target you’re looking for. And when it comes to prospects for your fitness business, it’s important to look at three things.
- Demographics: Profile your best current clients (or the clients you wish you had). Are the majority men, women, or evenly split? What’s their average age range (within 10-15 years)?
- Geographics: Where do they live? What part of town? What is the zip or postal code of the area?
- Psychographics: Why are they coming to you? Is the primary driver to remove a negative emotion or are they chasing a positive one? (there is always one that is a stronger driver than the other)
STEP #2: Choose Your Offer
How will you position your company/brand/services, and what call to action will you make to your prospect?
The stronger your offer in marketing terms, the better it’s going to get response. And that’s what you’re looking to create with your offer.
Here are the important elements to think about when crafting your offer:
- Offer terms, conditions, and length: Will you offer a report or some type of information, a trial of your service, an assessment, a short-term program, educational workshop, etc.?
- Offer type: Will the offer be free or paid?
- Scarcity: Are there limited spots, a deadline, or both? More people will take action to get what’s perceived as limited, special, or they’re afraid they’ll lose by NOT responding.
- Call to action: Will you capture name, email, phone number? What other information will you ask for on their goals, motivation, and background? Will you use one web form or two?
STEP #3: Design Your Creative
Creative refers to all the things that make up your ad. You’ve got to write and choose the copy, select an image to use in the advertisement, and then design a landing page to send your traffic to. Here are the steps to make that happen:
- Give your offer a name: What will you call your offer? Challenges, kickstart programs, assessments, have all worked well for our clients – particularly when tied to a length of time and number (ex. 21-day fitness challenge).
- Write your ad copy headline: You have one or two lines of copy (on desktop or mobile feed ads) and 90 characters (on right hand side ads) to engage your prospect. The most common types of headlines are direct benefit headlines that call out to a specific benefit your prospect wants or points to avoiding something they don’t want. Other headline types include curiosity type headlines, news or story headlines, and more.
- Write your ad body copy message and call to action response: Body copy continues engaging your prospect and entices them to respond to your call-to-action (CTA). Good CTA copy includes phrases like “learn more,” “claim,” “register,” and more. For desktop ads, you have a maximum of 500 characters of text to play with, plus 2-3 lines for your link description. In mobile feed, you have 110 characters of text, plus a one-line link description. And for right hand side ads, you have 90 characters of text.
- Choose an image for your ad: Images are what first catch our eye. The goal of your image is to capture attention and draw your prospect into reading your ad copy. Be sure to select an image that aligns with both your target market and brand. Image specs for desktop ads are 400 x 246 pixels, mobile ads are 560 x 640 pixels, and right hand side feed ads are 254 x 133 pixels.
- Using page post engagement (images): Page posts (often called dark posts) offer another great way to drive response to your offer to fans, friends of fans, and other targeted audiences by “boosting” posts from your fan page. Benefits include a larger photo, no need for link and link description, and an easier way to drive traffic to your page. For desktop feeds, you can use an image of 470 pixels wide and tall and text of 500 characters. For mobile feed, you can use an image of 626 pixels wide and 840 pixels tall, with text up to 110 characters. Right hand side specs are 254 pixels wide by 133 pixels tall for images, and 90 characters for text. Images may NOT include more than 20% text.
- Using page post engagement (video): Much like page post images, video offers a way to engage your prospect. Max file size is 1GB, 20 min in length (though we’ve seen best results in 15 seconds), and text of 90-500 characters, depending on right hand side, mobile, or desktop feeds.
- Design your landing page: Landing pages should continue to match the ad or post headline, body copy, and image or video look and feel. Simple platforms like Lead Pages, Optimize Press, or Click Funnels offer done-for-you templates that can be customized with drag-n-drop editing from your desktop.
A glimpse into the Facebook ad manager interface where you’ll upload your creative.
STEP #4: Launch and Promote
Once you’ve got everything ready, it’s time to set up your ad and submit it for approval to launch your campaign. Here’s how you’ll make that happen:
- Select your ad and ad feed: Do you want your ad to appear in the desktop feed, mobile feed, right hand side ads on the desktop, or all of the above?
- Promote your ad: Using Facebook ads manager (or the Power Editor accessed with a Google Chrome browser) go through the steps to select your creative, target your audience, and then choose your optimization and pricing.
- Submit your ad for approval: Once your ad is ready to go, submit it to Facebook for approval (this may take anywhere from minutes to days).
As you launch your ad, you’ll have the ability to create custom audiences and reach your target market.
STEP #5: Capture and Convert
The best ad in the world is only as good as the leads it captures and the sales you convert.
So, we’ve got to turn these prospects into clients.
Here are the three steps to signing up new clients from your advertisement.
- Capture leads: Watch your leads come in through web forms or lead ads on your landing page with the promotion.
- Qualify your prospects: Connect with prospects to ensure they’re qualified, match your perfect client target, and are a good fit to work with.
- Close sales: Whether online, by phone, or face-to-face, your job is to enroll the right prospects into your programs so you can support them in solving their problem or achieving their goal.
STEP #6: Track and Adjust
Launching an advertising campaign is just the beginning. To ensure success and accelerate your results, ads should be tracked and reviewed every day. That way you can tweak an ad that’s not producing results and increase your budget for ones that are!
- Watch your numbers: You can watch the results of your ads in Facebook ads manager, power editor, or even advanced metrics with Google Analytics. Watch for view, clicks, landing page conversions, qualified prospects, consultations booked, and sales. Using your budget and financial data, you must also watch total spend, cost-per-lead (CPL), CPS (cost-per-sale), total sales, and ROI (return-on-investment).
- Optimize by testing: Test and adjust your ad headlines, copy, images, offer, messaging, targeting, and landing pages as needed to further optimize and improve your results as needed.
An overview of the Facebook ads manager interface where you can track and review all of your ads.
A lot of fitness business owners think that you have to go through great lengths to find new clients.
But with Facebook advertising, you have the power to bring new clients into your business... virtually overnight.
And you don’t have to be a computer nerd to learn how to set this up and get it right.
Follow these six steps to quickly get new clients through your door and start growing your business FAST!