Facebook advertising is a low-cost way to gain new customers for your fitness club. At the moment, some of the best tactics with Facebook advertising are using custom audiences and lookalike audiences. Take advantage of them just in time for the holidays and New Year’s resolution wish lists.
Custom audiences: You can develop different custom audiences using the Facebook Ad Manager and Power Editor. Custom audiences include targeting people who have visited your website, your email database, a purchased email database or even a phone list database, for example.
By installing a pixel code on your website, you can target people on Facebook who have already visited your website. These people are familiar with your fitness club and they may just be looking for an additional incentive to join. By offering them a discount they can’t find anywhere else, you are providing them with a reason to become a new client, while at the same time, measuring the success of your Facebook efforts.
Lookalike audiences: Lookalike audiences are similar to those that are already fans of your business. To target lookalike audiences, first you need to start with a custom audience, a conversion tracking pixel or a Facebook page. You can even upload your email database into Facebook’s Ad Manager (create a custom audience) and then use that group to create a lookalike audience.
Using that data, Facebook will create a much larger group similar to the interests and demographics of your email database. You can then narrow it by a specific geolocation to make sure these people live close to your fitness club. You can also create a lookalike audience to your Facebook fans or to people who visit a specific page on your website.
The New Year is the perfect time to try something new with your Facebook efforts. Why not make it your resolution?
Milena Regos is a principal for Out&About Marketing, a digital marketing and social media consultancy. For more information email milena@outandaboutmarketing.com.
