Facebook marketing can be a powerful tool for personal trainers, but it can also damage your business if approached in the wrong way.
We’ve all heard the horror stories about people accidentally sharing inappropriate messages with their business audience. But there are also small mistakes that many personal trainers make on a daily basis. In this article, we look at 5 of the most common ones and how to fix them…
#1 – Not Being Relatable
Social media is awash with ‘perfect’ people who always eat healthily, train consistently, and look amazing. The thing is, most people can’t relate.
It’s not intentional of course… often we’re just trying to lead by example, and be an inspiration for our audience.
But sometimes, we forget what it’s like to be a beginner…
Posting those perfect gym selfies, or recipes with specialist ingredients can actually put people off. Instead of motivating our audience, it causes a disconnect. They either don’t see those things as authentic, or attainable for themselves. So they just keep scrolling until something or someone else resonates.
How To Fix It ⇒ Post genuine ‘behind the scenes’ photos, or your own occasional #gymfail so that people see more sides of you that they can relate to.
Case study: Bad Yogi’s Erin Moritz posts videos of all the trial and error it takes to achieve those ‘perfect pose shots’. Instead of being a perfect but unrelatable yogi, she’s seen as someone who’s been where her audience is and understands their struggles. And her genuine approach has paid off, with over 110,000 followers on Facebook.
#2 – Not Posting Consistently
To be successful on Facebook (or most social media platforms for that matter), you need to post at least daily. If you’re on Twitter or have an audience across multiple time-zones, then it’ll be even more often.
If you want to be successful, be consistent.
Depending on the size of your following, between 2% and 6.5% of your audience will actually see any given post. So if you’re only posting sporadically, then you aren’t reaching many people at all.
How To Fix It ⇒ Batch prepare content ahead of time (or use our Social Media Kits) and then schedule it all in advance.
#3 – Not Having A Plan
Many of us post a workout video here, or a photo there, but there’s no cohesive strategy behind it. What are these posts intended to do? Are we trying to build loyalty, generate leads, or establish ourselves as an authority?
Every marketing activity should have an end goal that it’s driving the audience towards. We also need to make it clear what people should do after seeing our posts… Comment? Share with their friends? Sign up for a freebie?
How To Fix It ⇒ Create a marketing plan that breaks down your objectives, strategies, and tactics. If you aren’t sure how then check out our guide on How To Create A Content Calendar. For bonus points, always include audience instructions with your posts (also known as a call to action).
#4 – Not Having Varied Content
If we only ever post motivational quotes or photos of protein pancakes, then people will quickly become bored. Likewise, if we only ever post self-promotional stuff then people will eventually stop following us.
The 80:20 rule is a fundamental principle in social media.
It helps us strike a balance and ensures variety in the Facebook content we post. Promotional content should only make up 20%, or 1 in 5 of our posts. Things like membership offers, course discounts, or anything clearly salesy fall into this category.
The remaining 80% should be things that our audience will appreciate, even if they aren’t ready to buy just yet. Content like educational tips, recipes, workout videos, research summaries, inspirational case studies, or motivational quotes.
How To Fix It ⇒ Apply the 80:20 rule, ensuring that you educate, inspire, and motivate with the non-promotional 80%.
#5 – Being Too Self-Obsessed
Time for some tough love… We’ve all seen the personal trainer Facebook pages that consist of gym selfie after gym selfie, with the occasional ‘motivational’ (read: preachy) rant. But these feeds neglect the SOCIAL aspect of social media, which is about interaction.
Instead of a one-way flow of info that’s all about ourselves or our business, we should be encouraging two-way interaction. In real social situations, we don’t tend to like people who only talk about themselves. The same applies to Facebook marketing…
How To Fix It ⇒ Ask questions, invite comments, or share other people’s posts. In this way, you can become a hub of info within your niche, and develop a network of loyal fans and followers.
Facebook Marketing for Personal Trainers
Facebook marketing can be a great way to attract personal training clients, but creating your own posts is time-consuming. Especially when you’re already busy training clients, running a business, and trying to balance a personal life too.
So we’ve done the heavy lifting for you… Our social media kits include ready-made posts to share on Facebook, Twitter, or Instagram. They make it easy for you to post consistently and inspire your followers to hire you as their PT. They also come with a 14-day money-back guarantee so if you’re not happy for any reason you can get a full refund with zero hassle.
Our social media kits make it easy to drive leads, engagement, and loyalty for your fitness business. Ideal for busy gym operators and studio owners, they enable you to benefit from our marketing agency expertise for a fraction of the usual cost. The ready-made social posts save you time and effort – learn more here.