In this age where people are avoiding gyms and contact with fitness professional, in order to survive these individuals need to take advantage of social media. One significant attribute for personal trainers to note is our desire to engage in relationships, even if they are becoming increasingly virtual. Consumers do not want loud messages which shout through the noise. It only serves to annoy them. Fitness clients have learned to ignore, block or delete interruption advertising because it is just that – an interruption.
What does it require to be an engaged user of a service?
It means to actually use the social platform as a social platform, through posting, liking, replying to others, and most importantly, spending time. More engaged users, quite simply, bring in more money for the platform. Every fitness professional can breathe a sigh of relief because they can encourage these deeper connections and improve their social media engagement – they don’t have to be huge conglomerates.
What motivates engagement?
There are psychological reasons why people share and engage on social media. So, it is in your best interest as a fitness professional to understand this and tailor your message and your content to your target audience so that they are motivated to share and engage in your content.
Here are some findings on why people share content:
- To bring value as well as entertaining content to others
- To define ourselves to others
- To grow and nourish our relationships
- To spread the word about causes or, alternatively, brands
If your readers are sharing content that they know, like, and trust, then one of the most important aspects of your content has to be the sheer value that it offers your readers.
Why fitness professionals need a social media marketing strategy
You would be surprised how many businesses are still trying to market on social media without a documented strategy. It’s easy to get disheartened during the early stages of your social media campaigns. Things are slow at the beginning and it can feel like you’re running in circles a lot of the time. The most important thing to remember is to keep focused.
Here are some critical elements to planning your long-term strategy on social media:
Have a long-term plan
Companies have gotten bogged down with implementing quick and easy tactics as opposed to building strategies and plans which are long-lasting and sustainable. In order to truly build a long-lasting and sustainable fitness business, you need to start by thinking about the future and not just what will generate short-term buzz and traffic. A digital strategy that can sustain itself into the future needs to be built on a foundation that isn’t any different from a strategy that was built on traditional principles.
An effective fitness brand consists of a highly interconnected set of identity attributes which include things such as your distinct selling points as well as your core brand values. Conflicting messages will confuse your customers in addition to harming your brand. That is why it is important to keep the content you share on social media channels consistent.
The name itself is “social”, meaning it’s a two-way street, encouraging people on social media to be social. Your fitness business must make a commitment to communicating on the platforms the way they were intended: giving and receiving communication.
Want to find out more about how you, as a fitness professional, can put your business on social media? If you do then follow this link.