It’s never been easier to market yourself online as a personal trainer than right now. Social media provides all fitness professionals an outlet to promote their business, build relationships and establish their credibility. Discover how to leverage Facebook to grow your personal training business using both paid and organic strategies.
- Create a free social media marketing strategy
- Create a paid social media marketing strategy
- Identify the required elements of a paid Facebook marketing ad and how to make money from it
Things change fast in the world of social media. Every time you turn around it seems like there is a new platform to test out and a brand-new way to share your content.
However, there are a few constants, and one of them happens to be Facebook. For a majority or personal trainers Facebook should be your primary platform for social media marketing.
That doesn’t mean you can’t use others like Instagram, Twitter or Snapchat. In fact, you can usually leverage your content from Facebook across all those platforms.
When creating a plan to use social media for your marketing it’s important to get over a few obstacles first:
- No matter how old school you are, it’s possible to learn how to use Facebook.
- Don’t complain about the rules that Facebook has. You must follow them.
- You don’t have to spend multiple hours a day on Facebook to make this work.
The Two Types of Facebook Marketing
You can use Facebook as a free service to market your programs and you have the option to pay Facebook to share your content through paid marketing.
Using both will give you the widest reach and best business growth.
Free Facebook Marketing
Many trainers have built a following online through social media. It’s possible to do for free, and it doesn’t have to require a ton of your time. The most important thing to remember is that you need to have a plan.
Sticking to a consistent schedule of posting and sharing content will give you the best chance for success.
First, you need to have a business page set up for your business. Optimize that page or have someone optimize with a great cover image, updated info about your business and specific places where people can learn more about you.
Don’t use your Facebook business page as your website!
The key to making free Facebook marketing work for you is to share great content. You need to find ways to engage and interact with your current clients and your target market. Don’t just rely on your business page through. Facebook controls how many of those posts go out and to what size of audience. You can use your personal page to share content and build a following as well.
This strategy works well for trainers that want to promote themselves as their brand.
Leverage your personal page to get an extended reach on your posts and build your business page. A simple tip is always sharing your business page posts from your personal page.
Once you’ve got the basics set up (Business page, personal page, etc.) it’s time to start posting content.
Here’s a quick list of content that does well:
- Blog posts that solve a problem for your audience
- Case Studies
- Before/After pictures
- Pictures of workouts
If you want to gain some traction here’s a simple plan that you can follow:
- Post 1 blog post a day
- Post 1 client/group workout a day
- Share one video tip per day
Don’t have time to do it all? Share other people’s content that your audience will enjoy. Everything doesn’t have to be unique to you.
It will take you 15 minutes to post 3 times a day but you’ll be gaining a ton of awareness in your community.
It’s also critical that you interact with your clients via Facebook. Add your clients as friends, comment on their posts, tag them in posts, etc.
You don’t have to constantly promote to make your presence known. Sometimes a little recognition or interaction is all it takes to get some attention for your business.
If you don’t want to be on Facebook all day block of two 30 minute blocks and spend time interacting with clients and posting your content.
Paid Facebook Marketing
When it comes to paying to get your message out you can boost your posts or you can set up ads to show up in people’s newsfeeds.
Boosting posts is a great way to extend the reach from your business page. Primarily you’ll want to boost content posts that are helpful for your audience. You can choose to boost your post to those that like your page already or to target a specific audience.
Most of the time your boosted posts should be driving traffic to your website where you have a strong call to action to either join your email list or start a program with you.
There’s also an option to promote a post from your FB Ads Manager. This allows you to customize a bit more of the post, audience, and bidding options.
The most scalable and effective method of paid Facebook advertising is running Facebook Ads.
You can run ads to content or a landing page and customize who your ads reach.
A mix of both works well, especially if you're familiar with retargeting for your posts.
The most effective strategy for Facebook isn’t to sell right away. Instead try to build trust with your audience, give them some value and try to nurture them along to buying.
Using Facebook to build your email list is a more effective method than trying to sell right on Facebook for many reasons. The biggest being that fitness is tightly regulated on Facebook and it’s extremely easy to get your account banned.
Be very aware of the rules that Facebook enforces for running ads. You can find them here: https://www.facebook.com/policies/ads/. It’s good practice to review the frequently.
The best strategy for Facebook marketing is to offer a free gift to collect an email address and then follow up with the lead via email to convert them to your offer.
For example, you could set up an ad offering your free gift and it would take anyone who clicks on it to a page that looks like this:
Once you have a lead’s information (most likely an email and maybe a name), it’s time to start building value in what you do and gaining their trust.
Setting up a simple follow up email series sharing your best content, a few testimonials and then making an offer to join your program will deliver the best results.
Once someone is on your list or has opted in for your gift you can retarget them on Facebook and show them ads for your initial offer. This offer, called a Front End Offer, is a low barrier to entry opportunity for someone to experience what you do.
Here’s a sample page:
Again, you need to be careful of Facebook’s rules and policies for what you can promote and the claims you can make.
Many trainers have had success with using an application based offer in their ads. You can see a sample below:
This pushes the lead to an application page for a specific program:
Once the application is completed the lead is the filtered based on the answers they provide in their application and the trainer can follow up with qualified leads to get them to sign up.
Blending free social media marketing and testing out some paid marketing is a great way to add new clients for any personal trainer.
Start by consistently applying the free social media strategy shared in this article. Once you’ve consistently applied that strategy to your business you can begin testing out running Facebook ads for a special promotion or challenge you’re running.
Most trainers don’t run Facebook ads all the time. They use an interval approach and only invest in these ads when they have a new program to release or a special offer.
Once you get the hang of Facebook Ads you can continue to increase your investment and begin using it to attract new clients on a consistent basis.
If you need a quick, free course on Facebook Ads you can get it here: https://adespresso.com/academy/guides/facebook-ads-beginner/