“People don’t buy what you do – they buy why you do it.”
The difference between good marketing and great marketing is the extra effort you’re willing to put into your fitness marketing strategy. In the case of Facebook ads, it means understanding what they are, how they work, and what you can do to make your strategy better.
Facebooks Ads are one of the most effective ways of generating leads for a fitness business. In fact Facebook profiled one of the well known brands in the industry in one of their case studies. Golds Gyms wanted to increase gym membership leads by offering free sign-up passses through ads placed in Messanger Stories. The result was an 2.2 X lift in leads as well as other key results you can see below. Read more about Gold’s Gyms case study here.
Of all the ad products available in the market, Facebook Ads definitely is one of the most powerful and accessible. And in this article we want to explore how you can add them to your marketing strategy from today and hopefully achieve similar results to industry veterans Gold’s Gym. First, let’s take a look at what Facebook ads are and how they work. Then we will go further into creating a marketing strategy using this platform and explain some of the mistakes to avoid.
Skip ahead to
- What Is Facebook Advertising?
- Different Facebook Ads Types
- Fitness Marketing Strategies With Facebook Ads
- 3 Things You Should Definitely Avoid
- 5 Things You Should Definitely Do
What Is Facebook Advertising?
Facebook advertising is a way of promoting your fitness studio or gym to a targeted audience on Facebook’s social media platform. The product launched in 2007, some three years after Mark Zuckerberg and Eduardo Saverin founded Facebook in Februarty 2004. According to this timeline put together by Hubspot, at the lauch of Facebook Ads Zuckerburg described Facebook Ads as representing “a completely new way of advertising online. For the last hundred years, media has been pushed out to people, but now marketers are going to be a part of the conversation.”
How Does It Work?
With Facebook Ads you can create, manage, and analyze all of your ads with the Facebook ads manager’s help. With this ad management tool’s help, you can easily track your Facebook ad campaign’s performance.
The people behind Facebook change its algorithm all the time. So, it can be challenging to connect organically with your target audience. However, with certain Facebook ads features like micro-targeting, you can get your ads in front of the right people.
Unlike traditional advertising like TV and radio commercials, your fitness Facebook Ads will only reach your target audience. This means that you pay to be seen by the most valuable potential customers.
However, not everyone from the fitness industry uses Facebook advertising in the right way. But before we dive deeper into what to do and what not to do , it’s important to understand different Facebook Ad types and their main features.
Different Facebook Ads Types
Facebook is always working on improving its ad formats to be more exciting and eye-catching to the viewers. Here are the available Facebook ads formats that you can use for your digital marketing:
1. Image Ads
A great way to start is by opting for the image format. An image ad can be created only with a few simple clicks. By adding an image to an existing post, you can easily turn it into an ad.
Sometimes the simplest solution is also the best one. Just because image ads are easy-to-make, that doesn’t mean that they aren’t interesting. If you get creative, your image ad can get more clicks than any other, more complex format.
2. Video Ads
As you might have guessed, video ads are advertisements in video format. They can run in News Feed or Stories, or both. They can also appear somewhere in the middle of longer videos on Facebook.
When making your video ads on Facebook, you can follow certain recommendations for optimal quality. Although Facebook supports almost all file types, the best ones you should use are MP4, MOV, or GIF. For the best video quality, the resolution should be at least 1080 x 1080 pixels with a ratio of 4:5.
3. Carousel Ads
With carousel ads, you can use up to 10 images to present your fitness studio or gym. This format is great if you want to highlight your fitness business’s features that make it stand out from all others.
Collection ads allow the marketer to offer five products that customers can buy without leaving Facebook. This type of ad is only available on mobile devices, and its role is to make online shopping easy on this social media platform.
Fitness Marketing Strategies With Facebook Ads
The main goal of every Facebook Ad is to reach your ideal customer. That means people who need a fitness studio or gym. Before thinking about the right strategy, the first thing that you need to do is think about the message you’re about to send.
What is it that you wish your new clients to see? Is it the end-results of subscribing to your training sessions? Or perhaps it’s the change of the lifestyle?
To attract the right customers, you must first understand your goal as the leader of your fitness studio. Only then can your fitness business become worthy of someone else’s attention.
The Top 10 Barriers Slowing Your Fitness Business Growth
Once you get that sorted out, you’re ready to work on your Facebook marketing strategy. But before we go over the things you should do, it’s important to know about the things that you should definitely avoid doing.
3 Things You Should Definitely Avoid
Here are 3 main mistakes to avoid when creating a Facebook Ads campaign for your fitness business.
1. Don’t Create Vague Content
People interested in joining a fitness studio aren’t only interested in the program that is being offered. They’re also looking to find someone they could trust enough to help them make a transition to a healthier lifestyle.
Investing in Facebook ads is only part of the job. You need to provide value to your followers on social media; that’ll also be a great way to incentivize future clients. This value can come in the form of articles, videos, Facebook Live events, and webinars.
The best way to give your content some value is by putting yourself in the shoes of your potential clients. Think about all the questions they might have and provide them with helpful answers.
2. Don’t Forget About the Leads
One of the most important parts when making your Facebook marketing strategy is capturing leads. Yet, many from the fitness industry fail to make it a priority. When marketing on Facebook, lead generation typically makes up only a minor part of their budget. Getting your clients’ contact details is crucial in case this platform ever ceases to exist.
3. Don’t Be Afraid to Compete With Bigger Players
Most personal trainers make the mistake of competing with massive companies by offering similar or the same training programs. For example, if you waste your budget promoting a one-month weight loss program similar to the ones offered by other fitness studios, it’s more likely that the clients will pick a gym that they already heard of.
Point out the unique and original features of your training process. Don’t copy what the more prominent fitness companies are doing, since their marketing budget will surely outweigh yours.
But having a limited budget doesn’t mean that you can’t make yourself into a fierce competitor. All you need to do is put your Facebook page to good use and promote what’s makes your program unlike any other.
5 Things You Should Definitely Do
Now, let move on to the things that you should implement in your marketing strategy that will get your ad to the right Facebook users:
1. Carefully Target Audience For Your Fitness Business
Choosing the right target audience for your Facebook marketing can be a challenging task. But not impossible. First, you need to start with thinking about your “ideal” customer. From this point on, you start adding more attributes to this profile like wellness, healthy lifestyle, vegan, nutrition, etc. The more you get specific with these attributes, the better. For example, if you target an audience that lives in Boston and needs a postpartum workout routine, pilates, or yoga, it would be more beneficial than only targeting people who are looking for a gym.
2. Make Your Fitness Facebook Ads Specific
The more creative and specific you get with your ads, the better. Like with your target demographics, your ad should be relevant to the people it aims for. With an eye-catching picture and a logo that speaks to the target audience, you can get more clicks on your Facebook ad.
3. Use the Facebook Pixel
The Facebook Pixel is a useful piece of code that you can add to your landing page or website. This code can help you track visitors’ behavior, like when someone goes to a certain page. After you add Facebook Pixel to your website, you can access the “Custom Audiences.” With these targeting options, you can retarget visitors after a set of specific criteria.
4. Include Video Ads
Video ads are the easiest way to make a short presentation of your fitness business that will speak to the viewers. Although image ads are the easiest solution, video ads are more fun to watch, and they can include different features of your offer.
Moreover, this is the best way for the audience to get to know and see you, which can impact their decision to become a member of your fitness studio or gym.
5. Consult A Professional Marketer
If all the tips mentioned above aren’t giving any results, it might be a good time to consult a professional.
However, don’t hire the first person that you find online. For your Facebook marketing strategy to work, you’ll need someone who is both an expert in social media marketing and has a deep understanding of the fitness industry.
Including proper Facebook ads strategy in your marketing plan can have long-term benefits like reaching out to potential new clients and maintaining a strong online connection with your social media followers.
By implementing few simple changes to your Facebook marketing campaign, you’ll see positive results in no time.
Facebook ads are only a part of the entire process. You must first understand your own goals for the fitness business you’re leading. That later becomes the crucial point when determining your target audience who can easily connect and relate to what you do.