An Easy Way to Convert Facebook Followers Into Members

convert followers into members

Most Gyms and Health Clubs have a member to Facebook like ratio of about 5%-10%, that is for every 20 people that like your page, 1 of them is a member.

These people following your page are interested. They are aware they have a need to improve their health and fitness and potentially think that you just might be the place that can help them. These people are your easiest opportunity to grow your membership base, because they have brand awareness of you, a need for help and just require the final push to take the next step. We often pour thousands of dollars into creating more brand awareness, yet we don’t utilize the birds in hand and turn them into sales.

So how do we get the followers to come into the club, dip their toe into the water and use your facility? I’m going to run through one option of utilizing the successful offer of a 7 day free pass.

The traditional approach to getting out free passes is to print flyers or cards and distribute these by putting them on the counters of other local businesses, handing them out at Shopping Centres or giving them to local Sporting Clubs. This is effective, but some downsides are that its time consuming, costly to print and requires follow up and maintenance in order to be successful.

The easier and more effective option is to use Facebook to get the offer out to your followers for you. Once the offer is claimed, Facebook will even send an email to the prospect with the voucher. All they then need to do is present this to you at the Club, you collect their relevant information and away they go.


How To Do This?

  • Click ‘create an offer’ on your Facebook page
  • Set an expiry date
  • Load an existing or a new 7 day pass image. For the image, use something attractive, simple and relevant to your target market. Also note - Font must not be greater than 25% of the image size.
  • Select ‘Redeem in store’

So there it is, a successful way to stimulate the followers who need a greater incentive to join. This will get them into your club on a trial and the rest is up to you...

 

written by Ben Revitt CFM Head of Business Development

Ben Revitt has worked for CFM for over 10 years. In that time he has worked at over 60 clubs across Australia, New Zealand and the UK. With a Bachelor of Business majoring in marketing and social media, Ben has been the Head of Business Development at CFM since 2015.

What Drives Me?

Grace Henskes has worked with CFM since August 2015.  Since then she has optimised CFM’s culture and belief.  She is fun, driven and passionate about the industry.  Grace won the 2016 Anthony Charlton Consultants Choice award for her efforts in helping the de-condintioned market and independent club owners across Australia and New Zealand. Here is an article by Grace about her journey so far...

 

We go from Day 1 – Day 34, do about 6 – 7 promos a year, and there are countless contributing factors during this time that keep me motivated and driven to continue doing it over and over again.

From the excitement of being in a new place with new people, to the amazing support base backing each and every one of us, it is hard to pick just one thing that pushes me to try and be the best manager and on-roader I can possibly be.

But, there is one factor that does stand out, and that would be change.

First of all, it is extremely important to note that, yes, the travel is awesome. I love every new place I’ve visited, whether its small town Yarrawonga, or even-smaller-town Nanango. Even the fleeting time spent with friends in the city from which I so desperately tried to escape, Auckland, was amazing, but this is not the change I speak of.

The change I am talking about is the change in the people that walk through the doors of the gym each and every single time, day 1 – day 34, 6 – 7 promos a year.

My first ever promo was in Mackay, QLD, August 2015.

My most recent was in Yarrawonga, VIC, June 2017.

And in between there were many more.

And every single time I have met people between days 1 and 34 that made me love what I do and forget that what I am doing is my ‘work’.

 

I’ve cried, laughed, even cursed with people I have sat down with and made bonds that I will not forget.


I will not forget that within my first couple of weeks as a CFM Fitness Consultant I had a male that cried to me about his body. This job is so worthwhile. Why? I am helping this man build up his confidence to look in the mirror and like what he sees. I am helping him make a change.

I will not forget at the beginning of this year I cried with a lady who decided, because of CFM Promo a flyer in her letterbox, that her mental health IS important and she IS worth more. This job is SO worthwhile. Why? I am helping this woman build up her confidence to make the necessary steps in her life to feel happy again. I am helping her make a change.

I get told pretty often that this must be hard, being on the road. I get asked pretty often how I manage to do it, pack up and leave, not have a base.

The answer that really makes me enjoy being in gyms 50+, hours a week, day 1 – day 34, 6 – 7 promos a year, is that I see change happen in front of my eyes, and I get to watch people who once felt so low, feel so high and happy within themselves.

 

All of that started with us.

That’s all I need!

 

 written by Grace Henskes CFM Marketing Manager

Grace Henskes CFM Marketing Manager

 

How Recent Changes To Facebook Advertising Will Help Better Market Your Club.

1

BETTER LOCATION TARGETING

Facebook now allows us to Location Target much more accurately with greater control of where the ad is delivering in your area.

We can target ads to people that are near your gyms physical location to as close as 1km! This allows us to attract people living and working in your area and more likely join your gym. 

This tool has been a major factor in the success of Facebook advertising to attract new long-term members to your club. So much so that it is now out performing traditional flyers, TV and radio ads!

2 

LOCAL AWARENESS ADVERTS HAVE CHANGED

Local Awareness ads were one of our most recommended for Gym marketing but in May 2017, Facebook removed this ad type.  

Local Awareness has now been grouped into the new Awareness Objective, which include Reach Ads, and Brand Awareness Ads. Reach Ads aim to reach the maximum amount of people possible, and Brand Awareness ads aim to target people that are most likely to be interested in your business.

3

MESSENGER ADVERTISING IS COMING!

We recently learned that in Australia and New Zealand, 40% of time use on Facebook is spent within the Messenger App! 

Because of this we have introduced Traffic Ads to a huge success, which prompts a conversation to start whenever they visit your Facebook page or interact with your ad.

Any day now they are launching advertising within Messenger. This will allow us to engage our target market whilst they are relaxed, attentive and messaging their friends.

We can’t wait

4

EVENT ADVERTISING HAS BEEN MADE MORE DIFFICULT

Facebook are constantly changing and updating their advertisings algorithms, unfortunately not always for the better.

 Due to recent changes, Events such us our popular Open Days are more difficult to promote on Facebook. These are changes that we have been assured by our friends at Facebook that will be resolved and improved in the near future.

 In the meantime the best way to promote your event is through organic reach such as encouraging people to share the event and RSVP.

 

written by Tess Milani - Social Media @ CFM and Liam Robertson - Director @ CFM

5 BASIC FACEBOOK MISTAKES TO AVOID

1

Don’t let the Frequency rating of your ad get too high

A high frequency rating will cost you more than you need to spend, and it will annoy your local community. Don’t let your frequency of any one advert get above 1.9.

2

Don’t just Boost

Of course its great to boost your posts but it is absolutely not the best way to get your message out into the community. Each message requires a different approach but Local Awareness, Traffic and even Lead Generation adverts are a great starting point. 

3

Don’t ignore your competitions SM presence 

One of the greatest joys for Marketing Nerds (like those in the CFM offices) is the availability of amazing FB reports. Comparing posts, likes and especially engagement, comments and shares is a good starting point.

facebook advertising

4

Don’t be lazy with your imagery 

It is easy to grab a quote online and whack it up. But good quality local images or video’s of your members, staff, classes, and community will help your organic reach.  Run competitions for your members and staff to help create your content. If you do want a simple motivational quote use an app like Canva.

 

5

Don’t be slack on replying to messages

This is simple, the quicker you respond, the more referrals you will get in the long run, and the longer your members will stay.

Social media advertising infographic

 

BONUS

Don’t expect your Social Media to be your saviour

in our industry we are motivating procrastinators. It actually makes marketing more strategic and enjoyable.  But it absolutely means that a multi-faceted approach is key.  Our prospects want ‘A SIGN’ to make the commit to join your club.  To create this we need an average of 7 touches.  That is buzz, guerrilla, community outreach all coupled with an ongoing social media approach.

written by Liam Robertson, Director CFM

On The Road

I’m in a room of new faces, and the one question that I use to break the ice, the question that starts a series of other questions, is the one question I struggle to answer…..What do you do for a living? For most people this is a black and white question.  We all know what a Teacher does. We all know what a Cop does, but what does a CFM Marketing Manager do? As I try to explain that I market gyms, in places I have never been, for people I have never meet, away from family and friends for 10 months of the year, I feel as if I’m losing them!  So, I bypass the question and talk about travel, as nothing builds the bridge of conversation like the roads we have travelled.  It then hits me, I have never been in the same place for more than 8 weeks in the last 7 years! So, what do I do and why do I do it?

Health and fitness has always been a passion of mine, so it is natural that I fell into this industry and what better way to immerse myself into it then with Creative Fitness Marketing (CFM). I wish I could tell you some fateful story where the universe interventions lead me through a series of butterfly effect like scenarios, ultimately leading me to CFM, but it was much simpler than that. John, a friend from Uni, who worked for CFM, referred me and I got the job! See, that’s how it works, I was referred by John, who had been referred by Krista, who was referred by Anthony and so on and so forth. Most CFM employees can track back their referral lineage 10, 20 years back! Rumour has it a former CFM’er “Bear”, can even date his back to the cave man era.  Like a CFM family tree, in some way we are all “related” which helps build a culture like no other, but we will get to that later.

Sooo… back to the pressing question, What do I do as a CFM Marketing Manager?! As our Mission Statement describes my role is - “To Primarily Encourage The “Non-Active” Segment of The Communities We Work in To Make Exercise a Part Of Their Lifestyle And to Ultimately Improve the Profitability of Independent Health Clubs Around the World. However, this is too long to fit on a cue card or my hand and it can sound robotic repeated ten times in one night. It is easier to speak from experience. Firstly, and most importantly my role is to help the “forgotten about” members of our communities get healthy. While our competition is fighting over the active members of the community like a seagull on a salty chip, We are focusing on the people that really need it!  They are the people with lifestyle preventable diseases like Type 2 Diabetes or are overweight and unhealthy. A lot of these people know they need to make a change but are too nervous, intimidated or see themselves as lost causes who can’t make a start on their own. They don’t see themselves as gym people, the gym to them is as foreign as hieroglyphics are to you and me.  It is my job to provide them with support, a facility and a membership to change their lives and provide a healthy alternative to fighting disease or to just get in shape for Summer.  After 7 years with CFM and after working at over 50 health centres, I can honestly say lives have been changed! In turn we also help Independent Health Clubs (the little guys) not only survive but thrive in an industry full of big guys!  We do this all over the world! We enter a community and promote one of the most proven, cost effective, sustainable products in the world! Health and Fitness! All while having fun! 

Now why do I do this? This is not an easy job, we are away from family and friends 10 months of the year! We move location every 6 weeks! I mean booking a 5-day vacation can be stressful – and this is my bread and butter! So why have I done this for 7 years? Firstly, I believe in the product! I mean how could you not? And then there is the travel! CFM has taken me through Mexico, America, New Zealand and nearly every spot imaginable in Australia, from Launceston to Rockhampton! In fact, next time you are road tripping around Australia flick me a message and I can tell you where to get the best coffee from and let you in on the secret hidden beach or spot to enjoy it at. Now for the people! People are to places like icing is to cake, it just tops it off. Many see wealth as material possessions, but true wealth is the people you connect with and the memories you create and CFM has provided me with that opportunity to fill my bank. But most importantly I do this for the culture! 

Told you I would get back to culture. Now why is culture so important? Well culture is the key! You can have all the passion, the knowledge and know-how but without that key to start the engine and ignite that fire, then you’re not going anywhere. At CFM culture is that key! Remember we are away from friends and family most of the year so our culture is our support system, it is our family. A culture is something you belong to! It is your ideas, customs and social behaviours and CFM’s is second to none! I have met some of my best friends though CFM.  Our culture is so strong that even after you leave you still remain a part of the CFM family and culture. So, what builds such a strong culture? I believe 4 pillars that create our culture 1, Is our common passion for this industry and helping people. 2, Our drive and desire to travel. 3. FUN! CFM’ers are notorious fun lovers! The Christmas parties are legendary and whenever you have more than 3 of us in the same room at once past or present, you’re in for a good time! I call it “Syzygy” which ironically is the same word they use for the alignment of Moons and Planets.   4, Well 4 I can’t explain.  It’s that sense of kindred spirits, it’s that drive, a personality trait, something that links you to these former strangers. Each year my CFM family tree gets bigger and grows stronger.  I see best mates leave and new ones join but through our culture we will always work for the best family in the world… Alright time to get back to these new faces and explain all of this! ……. maybe ill just tag them in it.

 

written by Devin Gall, Marketing Manager CFM