I’m sure like me, you spend a lot of extra time on your Facebook feed. From Buzzfeed cooking videos, to quarantine hacks and viral TikToks, you’ve pretty much seen it all over the last few months. This includes that ad you’ve seen showing up on the side of your feed for a new virtual HIIT class that is on sale.
You’ve contemplated clicking it just because you want to see how this other coach somehow ended up on your feed. Chances are they’re running targeted ads at the same people you want as clients for your health and fitness business. Chances are, they also are securing alot of those clients through Facebook.
If you’re tired of other coaches filling the feed with #workoutwednesday posts or vegan muffin recipes, and you’re ready to start making some of your own badass Facebook content, this is the right article.
Here is Facebook 101 for Coaches and Trainers.
Before we finesse your Facebook, let’s decide if it’s right for you.
Not every business should be on Facebook. Before swan diving into the deep end of the social media pool, take a look at your business and target market. If they aren’t scrolling through the FB feed on a regular basis, perhaps another platform may be more fitting.
If you’re unsure what that platform is, spend some time reading this coach’s guide to picking the proper social media platform
Now onto Facebook domination…
1. Do the basics.
Every health and fitness Facebook page needs the basics—a profile picture, company information, and a bio. Don’t overthink at this stage, the more simple the better.
Make sure your profile picture is clear, nobody wants to look at a blurry picture of you from circa 2009. Next, insert your company information, which includes website, social media pages, phone number, and address (if applicable).
Where you can focus most of your time is on your bio. Your bio is the combination of who you are, the service you provide, and the results your people get.
Try out this social media script: My name is _______, I help (target market) do (your business services) so that they can (how your services will transform or improve the lives of your clients).
Here’s how we use this for our own content:
This is SPRNG, a media and fitness platform that helps trainers and coaches scale their business so that they can stop trading time for money.
Clean, simple, and to the point. Of course, adjust the tone to fit your style and reflect your brand, but make sure that it is shaped with your audience in mind because they will be the ones reading it.
For those who have never used Facebook before, or if you need a quick refresher, here are some helpful tools for setting up a business account.
Once you’ve established your basics, you can now start to strategize your content.
2. Strategize then send.
Brands lose momentum with social media marketing when they pour cash into content and ads without any strategy. This path can feel smooth in the beginning but quickly becomes rough as you try to scale.
The truth is, you don’t need a huge marketing budget to attract your ideal customers on Facebook, you just need the right strategy.
What is that strategy?
It starts with identifying your end goal. Are you trying to build a community, educate your audience, increase your reach, generate traffic to your website, provide customer service, or stay top of mind? Take a moment and decide what goals you want to accomplish with this new marketing attempt.
Next, determine your approach. How many times a week can you post? What type of content will you post? Facebook is unique in that it can be used both as an organic and paid platform. Depending on your experience and resources, you can determine which route is best for you.
Remember, start simple, especially if this is new to you.
3. Compelling content gets clicks.
We talk about it all the time, but will say it again—create content that brings value. Content marketing isn’t about bragging or flexing your results, it’s about bringing real value to the clients who need a problem solved.
That’s why compelling content is the most important component to finding success on Facebook, and every other platform online.
But what kind of content performs best?
Video content performs 20% higher than picture content. That alone should tell you what the best kind of content is. Now that being said, not everyone is cut out for the other side of the camera. So, if you’re up for the task or already armored with all the equipment and experience, have at it.
The next best option is images. Strong photography performs well on Facebook as long as you compliment it with a creative caption. Never underestimate the value of a strong caption.
Show don’t tell is the golden rule of caption writing. Use specific, concrete details to paint a picture as it is always more persuasive than sharing an abstract idea.
Ok, but what should I post?
Really anything is on the table, as long as it can bring value to your audience in some way.
Start with snapshots of articles you’ve written, workouts you’ve organized, or video’s you’ve created. Expand your network by sharing articles, workouts, and videos from partners and other reputable trainers. Share a mix of both personal posts, business updates, and promotional content to best show off all sides of your business.
4. Enhance engagement with Facebook Ads.
Facebook’s biggest and most badass tool for businesses is its Ads. By using Facebook Ads you can specifically target your audience with content much more alluring than a basic post.
It will allow you to go beyond simply connecting with people who “work out” and “eat healthy” and target audiences that fit specifically within your areas of expertise or interest.
You don’t have to be an expert or even have marketing experience to start advertising on Facebook. It’s actually very simple to jump in and start slinging targeted ads without dropping a serious amount of cash up front. Here are the steps in case you want a walk through.
One of our favorite features in Facebook Ads is Audience Insights. This tool allows you to educate yourself on the characteristics of your audience based on people who already like your page.
By doing some light stalking, aka research, you can better understand the needs of existing followers and scale your business by targeting new potential customers with similar characteristics.
Be sure to try out different kinds of ads to see what works best for your health business. What is your audience responding well to? What is underperforming?
Hypertarget your ads by localizing them to ensure that they perform at their best and convert audience members into paying customers.
Don’t be afraid to bend and flex.
Marketing is malleable. Because it is all about people, aka your audience, and those people are always changing, your marketing strategy can’t be cemented into the ground. A great Facebook strategy is dynamic and can adjust on the fly based on new trends and growing audiences.
For now, it’s time to put the wheels in motion. Use the next 3 to 5 weeks to test out your new Facebook content and ads and see how they perform. Then, double down on your strongest content and ditch the ones that don’t work.
During this test period be adventurous, try new types of posts, seek out new partnerships. Use your creativity, humor, and all that makes your business personality stand out, you’ll be surprised at the amount of people looking for a coach like you.
Feeling a little alone in the entrepreneurial game? Join up with our inner circle of health and fitness fans at SPRNG Training where hundreds of health nuts like you are building successful businesses from the ground up.