I have a love-hate relationship with social media. My guess is you do too.
So many businesses, friends, and groups fighting for our attention wanting us to be part of whatever they are up too.
You also have a growing business which relies on brand awareness, and in case you’ve been living under a rock, social media is the way we give people a glimpse into what our business provides as well as the culture around it.
Here are 5 ways you can overcome your social media fears and turn them into action:
Develop a Simple Plan.
You don’t have to overthink this one. You don’t have to be on all the platforms, just the ones where your customers are, which are typically Facebook and Instagram. Now think about what type of content you would want to see. Go take a look at what your competitors are posting and ask yourself if it’s compelling, interesting to you, or is the same old boring stuff you see from all the other other gyms. If that’s the case, then don’t follow their lead. Stand out.
Use Good Visuals.
Think about what makes you linger on a post, what makes you stop scrolling up or down and read something. Usually, it’s the visuals. A captivating image, a video that looks worth your time, an infographic that has info you’re interested in. We are in an age where people are willing to spend less and less time on reading long prose. Flavor your posts with images and video like salt and pepper and your chances of generating interest increase ten-fold.
Pay Close Attention To Your Headlines.
Your headline is the first thing a potential reader sees, and if it’s not engaging enough, it may be the last. It’s often said in marketing circles that 4 out of 5 people will read your headline, but only 1 out of 5 will read the body copy. Upworthy co-founder, Peter Koechley, says, “The difference between a good headline and a bad headline can be just massive. It’s not a rounding error. When we test headlines we see 20% difference, 50% difference, 500% difference. A really excellent headline can make something go viral.” Think about what makes you click when headlining your posts or web content.
Pay to Play.
Gone are the days when you can share a post on your Facebook page hoping it shows in someone’s feed. Did you know that even if you have lots of people who have “liked” your Facebook page, only a very small percentage (approx. 1-3%) even see your posts unless you pay for them? With that said, you still don’t have to invest a large budget to get in front of the right people. Just remember if you want to get your post in front of people, you have to pay for it. Fortunately, Facebook has made it really easy to target the right people and run ads. Good resources can be found here.
Build Relationships with other Local Businesses.
You are a local business. Most likely you don’t have any desire to open 25 more gyms across the country, or even across your state. There is power in developing genuine relationships with other local businesses where you cross-promote each other’s services. Think outside the box – pet grooming services, wineries/breweries, day care facilities, restaurants, massage therapists, jewelry stores, chiropractic offices, etc. Any place where your members (or potential members) visit/shop. Maybe highlight one local business a week on your social media, tagging them. The more you help (promote) others, the more others want to help (promote) you.
In this day and age, people live on social media. If you want to grow your gym, it’s worth your time to be on there as well.