Did you know that Americans now spend more time on social media than any other online activity? This means there’s a large group of active and potential new members out there for you to engage with. Engaging with prospects and members on social media can not only drive brand recognition but drastically increase sales.
Here’s a rundown of the platforms your audience is most likely using:
Facebook is the most popular social networking site on the internet. Users interact with their friends by sending messages and updating their personal profiles to tell people what’s happening in their lives. The best use of Facebook is to foster dialogue and create a sense of community amongst your members. This will not only increase engagement among your members, but will also be an awesome showcase for your club for prospects checking you out online. You can do this by providing educational or useful information or by building hype around a promotional campaign.
If you’re not sure how to get started on Facebook, start by posting some photos. Facebook photos get 53% more likes than other types of content, beating videos, statuses and links. Make sure that you make use of “Boosted Posts”, which is paid advertising used to ensure that your followers see important offers and updates from your club in their feed.
Twitter is a microblog that’s used to share bits of information under 140 characters. These posts, called “Tweets” usually direct users to other websites making Twitter useful for networking, customer service, mass messaging, marketing and event publicity.
Twitter is most effective for sharing articles from your gym’s blog, promotional campaigns, or photos and links of other fitness related content. Tweets that are funny or interesting do better than straight information. One way to build relationships on Twitter is by following people and engaging with their posts by either sharing or commenting on their posts. Another popular feature on Twitter is hashtags, which can be used strategically to get your club discovered by new people. For example, a tweet about your new gym equipment could be posted with hashtag #fitness, #gym or #workout to be easily found on Twitter.
Snapchat is the newest and quirkiest social network. It’s a mobile message platform used to share temporary photos, videos, text and drawings. Well over a billion of these temporary “snaps” are sent every day.
Snapchat is perfect for real-time social media marketing because you can give your followers a glimpse of your club’s unique culture and play-by-plays of live events. Wouldn’t it be cool to give followers a sneak peek of your Zumba class? With Snapchat it’s possible. Snapchat is also useful for offering promotional offers to your members. By using the “Snap Story” feature, where you can create a thread of snaps that stay active for 24 hours at a time, you can strategically put promo codes in your photos or videos to entice members to make a purchase.
Instagram is an app used primarily to share photos and short videos from users’ smartphones. Instagram is one of the newer and more visually focused social networks, meaning that your club should carefully curate it’s Instagram content.
Instagram is perfect for posting photos of club events, member transformations or short videos of personal training sessions and group classes at your club. Connect your Instagram to your other accounts like Twitter and Facebook so that posts are automatically shared across the multiple platforms.
Youtube is the largest and fastest growing video sharing website in the world. It has over 1 billion monthly visitors, who watch hundreds of millions of hours of video every day. The downside is that high quality, well edited videos are the expectation, making it hard to get away with amateur looking posts. However, if your club has the resources to invest in producing high quality videos, Youtube can be a useful channel.
Youtube has a diverse range of videos on its platform. Your club can post video tours of your gym, workout how-to videos from personal trainers and even member testimonials. Make sure to utilize the title and description section of your video. The words in those sections are what will help users find your post when they type in the search bar. New content isn’t always required because online videos stay relevant for a longer period of time. A cadence of once a month or so is more than enough.
This post is part of a 12-part series about Digital Marketing for Health Clubs. Check out the other posts in the series below. This table of contents will be updated weekly as new posts are published.
- Digital Presence: Website, Blog, Mobile App
- Engagement Channels: Email, Push Alerts, Social Media, Mobile Rewards
- Attraction Channels: Online Directories, Display Ads and Search Engine Marketing, Mobile Referrals and Traditional Tactics
Increase your social media effectiveness today with our free guide to Social Media for Health Clubs: