Welcome to another of our FILEX guest post editions.
Labelled the world’s first ‘comfort zone challenger’, Justin Tamsett is the CEO of Active Management and the facilitator of the Roundtables in Australia. He’s made it a mission to help fitness businesses and Trainers achieve the success they’re looking for. In this post JT shows you how to truly use Facebook to best effect.
Facebook is a platform designed for people to find out what their friends are reading, wearing, doing, eating, listening to, what causes they value, where they are going and more!
And yet fitness centres, gyms, health clubs and personal trainers see the platform for selling their services.
Marketers are on Facebook to sell stuff; consumers are there for value not to buy stuff.
I’d like to share some tips to sharpen your Facebook presence with a reminder of the basics, which should help you increase your reach across the platform.
The hard fact is this: the average number of content items a Facebook user will see on over a 20 minute visit is 1500! It’s no surprise then, that your fans are likely to miss updates from your business.
The goal of your content is to have your fans interact with your content.
Every interaction a user has with Facebook is called an “Edge”. The more engagement a user has with your single piece of content, the stronger Edge Rank for that piece of content. This means Facebook believes that the user’s interest will be in similar content & it filters their news stream accordingly.
For example, if you comment or like a friend’s photo often but ignore the same friend’s plain text status updates, eventually you will not see their plain text updates in your newsfeed.
- Status update
- Photo upload
Having people buy from you or click through your link is not enough.
You need people to engage with your content. Content that entertains sees engagement; engagement tells Facebook (and the rest of the world) that your fans care about your business.
Here is a sample strategy you could explore on Facebook to increase engagement (and your Edge Rank):
- Question: ‘What is your fav TV show?’ which may not be on brand but shows your brand is human & more importantly people engage, which Facebook love!
- Video: 15 sec video of a member sharing why they love your club. Based on step 1, your Edge Rank will be higher, so should show up in your fans Newsfeed.
- Video: 15 sec nutrition tips video, as you know your fans love nutritional information.
- Question: What is favourite part of coming to the gym?
- Ask for referrals, purchase personal training or some other call to action in the business.
This strategy has been designed to give, give, give, give and ask. And when we give, we see our users engage, which Facebook love.
On Facebook, the definition of great content is not the content that makes the most sales, it’s the content the people most want to share with others!
Here are some tips to making better content:
- Your content must make people ‘feel.’ You can do this by making them laugh, ponder, play a game, feel appreciated, escape or something else they can feel.
- Use the correct language, culture and style for Facebook updates. Do not get confused between the multiple platforms unique language.
- Your content must vary daily.
- Your content must consistently answer the question “Who are we?” Your story, personality and brand must be constant.
There is no formula for cool content. Just understand your ‘fan base’ better & meet their needs of social media.
Finally, here is a checklist for you to ask yourself about your content:
- Is your text provocative? Entertaining? Surprising? Too long?
- Is your photo striking? High quality?
- Is your logo visible?
- Is your call to action too early in the strategy?
- Is your content interesting in any way, to anyone?
- Are you asking too much of the person consuming the content?
As Gary Vaynerchuk says in his book ‘Jab. Jab, Jab, Right Hook’ ignoring your Facebook analytics is the equivalent of stepping into the ring without having watched a video of your opponent you are about to fight. You need to be looking at the numbers behind your content.
And remember, there is no individual one, three or six-month campaign in social media, there is ONLY the 365-day campaign, during which you produce new daily content for your fans to like, share and comment.
Justin’s session at FILEX is called ‘Fitness Business Management in 2016’ (B3C).
FILEX is a three-day educational conference where 2,500+ people who work in the fitness industry come together to learn new techniques, tips and ideas to help them further succeed in their roles. The event is owned and delivered by Australian Fitness Network, the industry’s original and leading membership organisation for fitness professionals and businesses.