7 Quick Tips for Building a Social Media Strategy for a Fitness Business

Although social media is now ubiquitous, it can be overwhelming – but a fitness business not having a social media presence is like constantly skipping fitness training!

A fitness business can have a fantastic business strategy, but without social media they are missing out on connecting and engaging with their members, as well as opportunities to showcase their club/gym/business.

You might have chosen your username and filled out your about section, but what next?

These seven (quick) tips can help you build a successful social media strategy for your fitness business.

  1. Know Your Audience:
    1. It is important to know your target audience – whether it is health club/gym members, your local community, or fitness consumers – so you can tailor content to their (changing) needs and interests.
  2. Be Helpful:
    1. Engage your audience with your story – both inside and outside the club/gym – while providing the quality education and information they are looking for.
    2. For example, instead of just posting a picture of your new weights room, you could post a picture or video of one of your trainers/clients using the weights while explaining proper form.
    3. You could also include what the benefits of improving those muscles are.
  3. Know Your Platforms:
    1. Each social media outlet – Facebook, Twitter, Instagram, etc. – is different and is ideal for a different type of communication.
    2. For example, Facebook is a central place to communicate happenings, thoughts, jokes, pictures, and videos with your members. Your updates on Facebook can be multiple paragraphs long. However, a good rule of thumb is to keep your posts around 40 characters.
    3. Twitter, in contrast, is more of a ‘microblog’ that allows for a maximum of 280 characters for each post. This platform is great for sharing blog posts, quick updates, and interacting with your membership.
    4. Then there is Instagram. This platform is for visual content. You will, primarily, share photos and videos with your audience.
  4. Use Visuals:
    1. Images and videos are more engaging than just plain text, so include a visual with each post to boost engagement and clicks.
  5. Interact with your followers:
    1. Share content that speaks to your audience and actively pursue engagement by mentioning, re-sharing, and responding to your audience.
    2. If all you post is updates or your own content without interacting with your audience or other organisations, it can be a little like standing in the middle of a crowded room and just talking out loud without necessarily talking to anyone.
    3. Think of your social accounts as a place to engage and converse with your audience.
  6. Post Consistently:
    1. Posting regularly is the only way to create a strong presence on social media:
      1. Set goals for how much you will post;
      2. Be realistic about time constraints;
      3. Choose your social media platform(s) well; and
      4. Create a clear plan.
  7. Use Hashtags to Boost Reach:
    1. Hashtags are a great way to grow your social reach and engage with members or potential members.
    2. By putting the hash (#) – also known as the pound sign – in front of a word or phrase you add your tweet or Instagram or Facebook post to a stream related to that phrase that can be seen by anyone interested in that specific topic.
    3. There are three types of hashtags you can use:
      1. Content hashtags are great if you’re starting out and more general. For instance, if you were tweeting about the new fitness class your gym is offering (e.g. UberFit), you may use #UberFit in your post. Just know anyone who looks at the UberFit hashtag all over the world, may see your post, not only people in your area.
      2. Trending hashtags allow you to add content to topics that are popular at a given moment. If #MondayMotivation is trending, then you could post about an inspirational member and use the hashtag. Make sure your post is adding value to the conversation. A lot of people post to trending hashtags, and you want to make sure your content stands out and does not get lost in the noise.
      3. Finally, there are brand-specific hashtags. These are hashtags you create yourself. For example, you might use #JulyComp to grow the conversation surrounding a competition your are holding in July. A good rule of thumb when you create a brand hashtag is to give your audience a reason to use it. For example, “Use #JulyComp to inform fellow fitness enthusiasts about the competition being held in July” You can also use brand hashtags to offer prizes in a giveaway.

You can find advice and guidance on developing a social media policy here.


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