Welcome to the podcast and on today’s episode we’re going to discuss marketing on Facebook, how it’s changed and how to get the most value from your Facebook marketing efforts. So stay tuned.
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Hey, Pat Rigsby here and I want to talk to you for a moment about fitness marketing on Facebook. Now, obviously this is not something that you haven’t heard about. This is not something that you’re probably not utilizing yet, but I want to give you two or three tips that I know can make your efforts better when you are connecting through that platform. Because let’s face it, for 99% of the people that are out there selling training, that are out there serving someone in the fitness industry, Facebook is a powerful platform for them to connect. But, all too often I think that we lose sight of what we’re actually trying to accomplish when we are on Facebook, trying to grow our business.
So the first thing that we have to think about is: Facebook is truly just a networking platform, right? It’s a connecting platform. So all the things that we would do in person are the same types of things that we want to do on Facebook. So it’s not just enough to put information out there. We actually are trying to form a connection. We’re trying to form a relationship. We’re trying to make this a two-way conversation. Now, I’ll see people all the time say, you know what? I posted articles on Facebook. I posted these great videos or these images with quotes and everything else, and I’m just not getting any business out of it. Because we’re not engaging people. We’re just putting out information. We’re push marketing and we’re not connecting with anyone.
So think about what we would do if we were face to face. We would engage in a conversation, we’d ask questions, we’d get people to connect with us, and we might take the conversation from a crowded marketplace. If you were trying to have a conversation at a trade show, you might try to move that conversation elsewhere. You might say, Hey, can I call you on Tuesday and learn more about your fitness goals? Or can you come in? Or can we grab coffee? What’s the same thing on Facebook? We want to move them away from the feed where they’re just seeing us as one of a hundred or 200 or 300 things they might scroll through over the course of a day.
So we want to connect with people, make it a two-way conversation, and then move that conversation. And that’s a great lead-in to my second tip or point which is that Facebook is a platform where they’re bombarded, they’re overwhelmed, there’s so much going on. So we do need to move that relationship away from that platform to more of a quiet one-on-one atmosphere if we can. Right? So if you can get them to opt-in to your newsletter where they’re giving their attention to this newsletter, that’s the only thing that’s on their mind, that’s the only thing that they’re reading, it’s not just that they’re scrolling through a bunch of other things and somebody popping up with a private message or something like that. So we want to move that conversation away from this crowded platform as quickly as possible.
And then the third thing that we have to embrace is – our goal with Facebook is to initiate a relationship and we’re going to use all the avenues available to us. There’s not just one thing that we need to be doing. It’s not enough just to run Facebook ads. I’ve seen clients of mine have tremendous success with private Facebook groups that function a lot like an email list, so you can build your own private Facebook group where you can post constantly and it’s going to show up in somebody’s feed.
You can run ads. I see a lot of people have great success with just posting things on their personal page. Engage people with Facebook Live. Take advantage of all the tools that they allow you to use to connect with your audience. Don’t just default to just doing one thing. Don’t just say, Hey, I’m just going to do Facebook Live, but I’m not going to do Facebook ads, or I’m going to have a private group, but I’m not going to use ads or I’m not going to do video. Use every tool that they offer you because really what we have is a networking platform where we know the people that we want to reach are going to be okay.
It’s a lot like saying, okay, I’m going to go to a chamber of commerce event because I want to work with local business owners. You know they’re going to be there, but you still have to have a plan of how to connect with them and move the relationship forward past that one event. Same thing applies with Facebook, so make sure that it’s two way conversation. Make sure we’re moving that conversation away from such a crowded atmosphere and then use all the tools, all the different points of connection that you have at your disposal through this really, really powerful platform to connect with the people you want. If you employ these three different types of tips or tactics, you’re going to see your success with Facebook skyrocket and you’re going to see your business grow as well.
Thanks for listening. I’m giving away a bundle of my bestselling books, the ideal business formula, the fitness entrepreneur handbook in the path. All you have to do is go to patrigsby.com/podgift to get it. Also, make sure to subscribe to The Fitness Business School with Pat Rigsby so you don’t miss an episode and you get yourself on the fast track to creating your ideal business.