1. SET YOUR CLUB LOGO AS YOUR PROFILE PICTURE
It’s your profile picture that people see the most. It appears in the newsfeed of your followers, posts on your page, replies in comments, comments you make on other pages, over top of the cover photo on your timeline and it is attached to any Social Media advertising that you publish to your local community.
Tips for your profile picture:
- Ensure your logo is square (rectangular images get cropped).
- Contains club name or club name and logo image only.
- Does not contain additional text or imagery.
- Is 180 x 180 pixels.
2. HAVE A CLEAR COVER IMAGE
When Facebook users view your page, the cover photo is the first image they see. It should tell people who you are, where you are and what you are about. Facebook have more recently relaxed the guidelines regarding cover pictures, so you are able to include as much text as you would like (previously the limit was only 20% of the image could be text base).
Tips for your cover image:
- Keep colours, text, imagery consistent with your brand to build your brand image.
- Include text to give people the vital information about your club – or what is happening at your club at the time. This might be your club name, address, phone number, special offers, news about your club, etc.
- Avoid stale page appearance by changing your cover photo when relevant, e.g. seasonally, for special promotions or for special events in your club or local community.
- Is at least 851 x 315 pixels.
3. HAVE AN UPDATED AND CORRECT ‘ABOUT’ SECTION
A lack of, or incorrect information in your about section can result in confusion, missed opportunities to engage members of your community and reduced followings and likes on your page. The about section is one way Facebook knows who to target with your content and any paid advertising you may run.
Tips for your about section:
- Go to your club page and click ‘About’ (located on the left hand side), then click ‘Edit Page Info’.
- Essential information is your Name, Username (this is also your Facebook Web Address, so keep it short and simple), Address with map, Phone Number and Website.
- Tip: When editing your About section, some page categories do not allow all the functions, such as a map with a drop pin. Choose Page Category:‘Local Business’ and Subcategory: ‘Gym’.
Example of a correctly set up ‘About’ Section.
4. USE YOUR PAGE INSIGHTS TO YOUR ADVANTAGE
If you don’t often look at your page’s Insights (when you are logged in and viewing your club page, this button appears in the menu at the top of your screen), you should start doing so.
This can give you great insight about your current Social Media following, and Insights about the people who use Social Media in your local community. This information can allow you to tailor your Social Media content to fit with what is most relevant and interesting to these particular demographics.
The ‘Local’ button in the Insights section (located on the left hand side of the screen) gives you information about the general population who use Facebook in the areas around your club’s physical location, including age, demographics and what time and days they use Facebook the most. Once again, this gives you greater power to create and post content that will be seen and gain more interest and engagement from those who see it.
5. USE INSTAGRAM – AND CONNECT IT WITH YOUR FACEBOOK PAGE.
The use of Instagram is on the rise, and fast. It is a great way to connect with the 18 -35 year-old demographic. There are now capabilities now to share your posts on both Facebook and Instagram and to use paid advertising strategies on both platforms. Even basic ‘Boosted Posts’ can now be placed on Instagram also.
Facebook have also created ‘Business Tools’ which allows you to set your Instagram up as a Business Account with more Profile/Contact features, Insights about followers and post performance and to create Instagram based promotions and advertising campaigns.
Tips for your Instagram:
- Like your Facebook page, set it up with so your logo, club address, website address, contact information is visible in your profile section.
- Connect your Facebook page with your Instagram account
- ON FACEBOOK: Go to Settings à Instagram Adverts à Connect Your Account
- ON INSTAGRAM: Go to à Settings à Linked Accounts à Facebook
- Find the ‘Business Tools’ either by going to ‘Edit Profile’ and clicking ‘Try Instagram Business Tools’ or going to your ‘Settings’ and clicking ‘Switch to Business Profile’.
- Ensure you are logged into your club’s Facebook page on your web browser on your mobile device when setting up/connecting your Facebook and Instagram accounts.
How to correctly set up Instagram Adverts on Facebook to allow campaigns to run on both Social Media Platforms.
Where to find the ‘Switch to Business Profile’ button in your Instagram account Options.
Written by Hannah Robertson
CFM Social Media Manager
The non-active segment of our market is why most of us are in the industry. They are the ones we want to change the lives of. Their results are what motivate us to work harder and they end up being our club testimonies and success stories.
For years the archetypical non-active prospect has been Mrs. Jones. However Mrs. Jones is no longer a 55-year-old baby boomer with two teenagers. She is now Ms. X, an asexual 25 to 65 year-old, but the constants are procrastination, excuses and the need for a lifestyle change is more prevalent than ever.
Her challenge is getting started. She has procrastinated for years, previous bad fitness experiences linger and only a life changing moment driven by solid marketing gives us an opportunity to be the help.
In this day and age, gyms nationwide have the knowledge, resources and systems to ensure that the new Mrs. Jones, once started, will enjoy it, get results and in-turn live a longer and happier life.
The first visit and tour of the club is the critical sliding doors moment. Handled poorly and Ms. X and her family and friends will be paying for our sins for years to come.
With this being fact, why is it that time and time again our industry completely annihilate this opportunity. Within the last month I have had 3 people close to me have horror tours at gyms they were interested in. All 3 were self-motivated and ready to be the best they can be, until untrained, unmotivated gatekeepers dropped the ball. Each and every time the museum tour was in full swing, with insults and laziness being the motivational tools of choice.
It’s not all doom and gloom. Within the last months we have seen a guy in NSW, who had 3 heart attacks finally make a positive long-term commitment. After each heart attack his doctor told him he had to start exercising regularly, however he still could not and would not get started. After an hour and 20 minutes of genuine care through motivational open ended and hard-hitting questions, he finally took the plunge. Another in Western Australia yesterday a guy battling motivation and depression finally took a positive step and he was so motivated he joined his entire family by the end of the day. Or in Queensland last week, a woman who on Facebook had written to the club that she would never commit to 3 months or longer, turn around after an hour plus of a caring deep and meaningful tour and take the lifestyle long-term option, and bounce in excited each morning since.
The power in the hands of the gatekeeper is immeasurable. It’s people’s lives at stake.
As clubs we have a duty to ensure the person who is our first port of call is up for the opportunity. Are they both motivated and motivating? Are they well trained and fully aware of the difference they can make? If either of these are No, then WHY? Teach them, motivate them, pay them accordingly, or rehire.
If you are lucky enough to be at the coalface then treat it as nothing short of a privilege. You are their gateway to a healthier, happier life. Like He-Man or She-Ra, you have the power! Each time a Mrs. Jones or Ms. X come in, are you treating them like your mother, father, sister or best friend? Someone whom you would do anything to help become a better version of themselves? Are you asking deep meaningful questions that will motivate this person to take a huge positive left turn on their life journey? Are you putting yourself in their shoes, and helping them through their intimidation and fear? In 6 months time, on a cold and gloomy morning will they think of your face and NOT hit the snooze button?
One bad tour puts Ms. X back years. It deflates her confidence, her motivation, and history tells us it will snowball into years of non-activity. Conversely one good tour can change the course of her life. The positive spin off of a first tour that goes right has no bounds; Ms. X lives a longer happier life full of fun and activity with her family, and for the successful motivator, it can form the crux of a career. It did mine.
Don’t abuse the privilege. Harness the power.
Written by: Liam Robertson Director
Our industry faces the task of motivating procrastinators to a healthy life every day. Our best sales people are brilliant at this, and it leads to members that stick, and members that refer.
When convincing this procrastinating prospect to take action and commit to a healthier lifestyle, we can utilise the feel, felt, found platform to deliver our problem solve or motivational spiel. This simple but effective format decreases intimidation and delivers the motivation in a non-argumentative way, whilst using social proof.
FEEL, FELT, FOUND
I know how you FEEL
that’s exactly how (I, another single person, a group of people) FELT
But what (I, he/she, they) FOUND was (motivational spiel)
The 3 types of Feel Felt found, are 1st, 2nd and 3rd person.
First person - I
Example? I know how you feel, I felt the exactly the same way…
Second Person - Another single person
Examples? My mum felt the same way….OR… Our eldest member John felt the same way…
Third person – A group of people
Examples? The 70 so far that have joined on this promotion also felt intimidated by the gym… OR Our entire pump class felt…OR 70% of our members are over 50…
FFF examples based off specific objections -
What if I don’t keep my motivation up and I quit?
2nd person – I completely understand how you feel. Before my mother started exercising she felt the exact same way. She had wanted to get fitter, lose weight and get down to the beach and finally feel happier about herself for so long, but she felt so worried that she would lose motivation and not keep going. Especially as she had tried and given up so many times before. Just like you, she weighed up her nerves of quitting against her desire to lose weight, feel better and essentially live longer and happier. Eventually she found that the ongoing reassessments would keep her motivated. She found that each reassessment she was shown how much she had achieved in the past 6 weeks, through weight loss, measurements etc. From that little pat on the back, her motivation was perked up every 6 weeks, ongoing. And now you should see her, happiest she has ever been. She even said, ‘I just wish I had started earlier and I see how much you guys actually help keep me motivated!' So can you see, just like my mum, how those reassessments are going to keep your motivation up, and how this membership actually suits you?
3rd person – I completely understand how you feel. The 67 new members we have already felt the exact same way. They are essentially all new starters to exercise and when they first came into the gym they felt intimidated and nervous to start. Just like you, they weighed up their nerves of starting against their desire to lose weight, feel better and essentially live longer. But eventually they found there was no better time to start than now. No better time, with the amazing offer and the other new starters, and they found that actually their first visit was the hardest part. They found that each session got easier and easier, much like the first day of school. So can you see, how like our other 67 new starters, that you’ve already done the hardest part, and it will get easier and easier for you from now?
Whatever motivational spiels your sales staff are comfortable with, they will have more success using them in the Feel, Felt, Found format.
The benefits of driving potential members to your website is well understood amongst the majority of Health Clubs and their marketers. Many of these websites also boast data capturing techniques such as subscribing to newsletters, emails or free passes, which are useful and recommended.
These techniques are valuable and are highly endorsed in a now more than ever competitive environment. However, how many people visit your website and get busy? Their phone rings, they arrive at their designation and finish what they were doing without taking action. The average conversion rate is 2.35%, yet the top 25% of websites are converting at over 5%, leaving lots of room for improvement and ultimately room for more sales.
Many clubs are missing the final link of retargeted marketing. What if you could continue to market to anyone who visited your website? These are the people who are ready to buy, they just need to be reminded and you need to get in front of them again with your brand.
Here comes the Facebook Pixel and firstly, if you’re not using it, you should. A pixel is coded into your website which allows you to then retarget visitors via Facebook for the following 30 days. What a tool!
The pixel number is created in the Ads Manager portal of Facebook and then coded into your website. Once these steps are complete, ads can be created to target the pixel audience (your website visitors).
These ads should be of the ‘call-to-action’ nature’, rather than branding and awareness for when prospects hit the buying stage. These prospects are ready, they have already been to your website. Remember this when creating your advert content.
In an age where the majority us are using the web for information sourcing, clubs needs to be proactive in their targeting to maximize the capture of demand. The pixel is an important link to assist in the information gathering stage of the buying process. Clubs owe it the person who dropped into their website with a need to be healthier and live a better life. Now remind them you can help them do so.
Ben Revitt is the Business Development Manager of CFM Memberdrive- Australia and New Zealand. For over 26 years, CFM have provided a marketing solution to increase the membership base, monthly cash flow and ultimately improve the profitability of health clubs around the world. Ben has worked as a fitness marketing professional for over 9 years and can be contacted at email@example.com