How fitness professionals can implement a Facebook marketing strategy
1. Engaging with Followers on Facebook
2. Create a Business Profile
3. Get Facebook Reviews
4. Build Your Initial Following
Having more fans on Facebook builds trust. Your fans share your posts with other people in the local area and you get more followers. The right followers are valuable to a brand. But many eateries struggle to get that first 1,000 followers.
Here’s what you need to know to do it effectively.
Never buy followers. Many times they’re fake. And in order for your Facebook presence to grow, you need people who actually like your business.
Start posting regular content. (we’ll get more into that in the next section)
Encourage clients to visit you on Facebook on their mobile devices while physically in the business. Inform them of a special Facebook exclusive discount, contest or something else they’ll want to see immediately.
Run contests to get people excited about your brand.
Run ads. All businesss should have a budget for Facebook ads. It’s an integral part of Facebook marketing for businesss. You’ll grow faster. They’ll pay for themselves many times over with the right strategies (We’ll discuss ads a little later).
6. Consistently Deliver Shareable Content
In order to get more fans and keep them, consistently share content. You don’t have to write any lengthy blog articles for a business.
There are other ways to use social media and content marketing to promote your business. Deliver value to customers with these tips 9 best things for businesss to share on social media.
Post at the right time. If you’re a coffee or bagel shop, posting before the shop opens in the morning will remind that early crowd to get their morning fix.
Tell some stories. They can be really short. Let employees tell stories. Always keep it positive. Don’t shame customers. Use stories to show that you and your staff are people too. You’re involved in the community.
Share great reviews. If you get a great review on Trip Advisor, share it. This not only shows you in the best light. It gives recognition to the reviewer. Many people like that social media attention.
Start a contest. Ask people to use a certain unique hashtag. They can tag a recent trip to your business in a post they share. Select 1st, 2nd and 3rd prize winner to get a prize your fans can be excited about. A £100, £50 and £25 gift card to your establishment. You’ll get a ton of promotion out of it that will well outweigh the cost.
Take some behind-the-scenes videos. Not only will people enjoy the video. You’re increasing that trust meter by being so transparent.
Share what’s seasonal. People love knowing their food is extra fresh.
Showcase your employee of the month. Write up a little bio with a picture, job description and accomplishments.
Share customer-generated content. Track your mentions. If someone shares a great photo then share it on your page. It not only makes that client feel special. It encourages more people to do so.
Your profile shouldn’t look like a bunch of ads. An occasional discount post for your fans is okay. But people will unfollow an overly promotional brand.
7. Use Analytics to Improve Your Strategy
Finally, track all of this amazing engagement. Learn what works best with your audience. Do more of it.
Page Like Ads
These are the easiest, cheapest and most effective ads for getting more people to your Facebook page and get more likes in the process.
Simply choose the “Get More Likes” option when setting up an ad.
Set a daily ad budget. Narrow the audience down to the to the city or region. If you’re in somewhere like London, you may even want to narrow it to people who live or work within a 5-mile radius to target people likely to visit. You can also target people from out of the area who are visiting for an event.
Each time someone likes your page, their friends who meet the criteria will see a very simple ad with your logo and a short bit of copy that you can edit.
General Facebook Ads
There are many kinds of ads you run on Facebook. What you choose depends on your goals.
You may want to get traffic to your beautiful website. You may want to encourage people to order their dinner through Facebook now. You may be in those early stages. You need to attract people to the page. You need to earn followers who will see, appreciate and share your content with others.
Steps to getting started
1. Establish an Ad Budget
It’s important to have a budget before any Facebook marketing for your business takes place. Your expenses include more than just the cost for an ad click.
Also, explore the costs in your area for the following. If you plan to do a lot of this yourself, keep in mind that time is money and it may be better to outsource advertising your restaurant on social media.
Ad Design & Copy
Research & Planning
Cost for clicks or 1,000 impressions (views). The average cost per click for food services for example is £0.18 – £0.38 per click.
Campaign management. Someone will need to check-in and manage the campaign at least 3-4 X per week to make sure campaigns continue to run smoothly. We offer this with all marketing services
Analytics. You’ll have access to free social media analytics. But paid programs help you dig deeper to optimise campaigns.
Landing pages. If ads lead people to your website, a landing page is needed to seamlessly continue to task the person started with a click.
2. Select Your Goals
Start by determining what that goal is. And realise that some goals may need to come before others.
For example, if you’re relatively unknown, ads that lead people to order online won’t be very effective. When’s the last time you gave a business you’d never heard of your money?
You need some brand awareness first. You need to increase social proof through ads, building your followers, and getting more reviews. Social proof shows that others trust and like your business.
3. Narrow Your Target Audience
It does you little good to target people across the country or even one county over. They’re not likely to visit. If you’re an establishment that appeals to young professionals, then showing the ad to every age group makes less sense.
You wouldn’t turn them away at your establishment. But they’re not likely to be your target customers and therefor may not be likely to return either.
Showing your ads to too many people causes the following that you don’t want:
Paying for clicks from people who will never become paying clients
Earning lots of followers who aren’t in your area. That gives you a false impression of how well you’re doing.
Depleting your ad budget before you reach the people you wanted to reach.
Lowering ad relevance, which will cause Facebook to charge you more for a click.
As you become more experienced with Facebook marketing for businesss you’ll be able to experiment with different ad placements to increase your conversions and lower costs.
4. Keep Your Relevance Score Up
Facebook wants people to be very happy with their experience. That includes the ads they see. The more relevant you make your ads, the more Facebook will show your ad. And the less you’ll pay for a single click. To get the most out of your Facebook marketing for businesss budget, do keep this score up. You can see it in Facebook’s free analytics tool.
Here are some tips:
Know who’s most likely to be a customer. Appeal directly to them in your ad.
Create different ads for different types of people you target. What appeals to your active seniors may be less appealing to their children who are likely Gen X or older millennials. Is your business near a hospital? You could target the employees directly in Facebook and show them an ad that’s very relevant to healthcare.
Track your performance. Consider if you’re running ads at the wrong time of day, to the wrong people. Or maybe the message doesn’t connect. Make improvement to keep that relevance up.
5. Re-marketing Ads
The client journey doesn’t start when they show up at your door for coffee and donuts. Today, the customer journey almost always starts online.
On average, a person will have 7-13 touch points with your brand online before becoming a client. You can leverage this knowledge to speed up this person’s touch points, bringing them in your doors faster.
It’s called “re-marketing”. There are several ways to do it on Facebook.
Upload a list of clients onto Facebook. It will find your customers on Facebook and show them the ads. This works best when Facebook marketing for businesss if you’re in catering or have a customer rewards program gave you the opportunity to collect contact info.
Tell Facebook you want to show the ad to people who’ve visited or liked your profile in the past.
Tell Facebook you want to show the ad to people who’ve visited your website. You’ll need to add what’s called a Facebook pixel to the code on your website to use this option.
Tell Facebook to show the ad to people who watched a video you posted.
In any case, you’re re-engaging people who are likely to become new customers. Or you’re getting more visits from people who already love your place.
5. Boosted Posts
Did you have a Facebook post that got a lot of shares, likes or comments? Pay Facebook to boost that post.
They’ll show it in the feeds of people who don’t follow you. The fact that it already has great engagement makes more people want to check it out.
Follow the same targeting principles we discussed above to ensure you’re not paying for clicks from unlikely clients and wasting money.
Boosted posts should meet the following criteria:
It’s about your brand. If you were sharing a post that’s not specifically about your business, that’s free advertising for them, not you.
It performed well among your followers. Your Facebook profile is a great place to see what works.
6. Instant Messenger Ads
Instant messenger ads are a type of Facebook ad that’s newer to a lot of people. They only appear on the feed of people who downloaded Facebook’s Instant Messenger App.
Ad options currently include:
Messenger Ads on Facebook Instant Messenger
These ads appear on the messenger home screen. They’ll be accompanied by other messages a user may view when they first open the app. They don’t send people to your website, which is great if your site isn’t optimized for mobile. It should be, by the way.
You’ll just shoot someone in your target audience a friendly little message. Be brief but personable.
You might invite them to check something out on your Facebook page. They could:
Enjoy a discount
See what’s fresh and seasonal
Participate in a contest
Sponsored Messages on Facebook Instant Messenger
These are a form of re-marketing. They can only be sent to people who’ve messaged you on Facebook. They will appear in their messages.
Use this ad to reach out to people you haven’t seen in a while. Invite them back to the business. This type of ad demonstrates that you recognise that you’re not marketing to a random person. Done right, it shows that you recognise the value of existing repeat customers.
Click-to-Messenger Ads on Facebook Instant Messenger
These will appear in the newsfeed on Facebook and Instagram. This makes them blend in more as someone’s scrolling so it feels more organic. But it also means they can miss it.
Get attention to slow their scroll. Then engage them with an intriguing ad.
To find out more about how the Revival Media Group could help your business, or to arrange an initial meeting, please do not hesitate to speak to one of our fitness marketing experts on:
0800 030 6924
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