Today’s technological age is full of constant distractions and an abundance of media, making capturing the attention of your target audience difficult. The key to catching the eyes of your prospects is to position your gym where they’re already looking: social media. As of December 2019, there were nearly 2.5 billion users on Facebook, and the average time spent on social media was 142 minutes a day. Here are some social media capabilities your gym should be using to build and retain your member base:
Advanced Targeting
Facebook has several targeting options, allowing you to serve your ad to exactly the audience you want to reach. One of the most effective forms of targeting is building what are called “lookalike audiences.” You can create a custom audience based on people who have visited your website or are fans of your Facebook page, and even exclude current members. Facebook then delivers your ad to people who “look like” that custom list.
Lead Generation Ads
Lead generation is made even easier with Facebook’s Lead Ads. You can collect potential members’ information with pre-populated and custom forms that connect directly to your CRM. These ads can be powerful during pre-sale, letting you sign up members before a location even opens.
Optimizing Your Budget
Ads Manager allows you to set a daily budget, the maximum you want to spend per day, or a lifetime budget — the total amount you want to spend per campaign. You can also track and measure your campaign’s success in real time, allowing you to reallocate money to your best performing ads.
It’s not too late to get in the game. Facebook is a great option to get started, as is Instagram, especially if your members are primarily under 35. Once you gain traction, consider expanding to other platforms for more diversified content and engagement. Social media networks are ever-evolving, and there are sure to be even more powerful solutions for member generation and engagement in the future.
