Circle back season has officially begun, so it can be tempting to stop any fitness marketing and wait until the New Year to start marketing.
We can’t time when customers are ready to buy, but we do our best to make sure that our contact is the first thing they see, and is relevant to their needs. If you wait until December 26th or January 1st to start marketing, you’ve missed out on the opportunity to start the conversation and build trust with your audience. Even if you’re not doing paid marketing, Meta rewards fresh and popular content so continue to post throughout December.
Most gym owners post about what goes on in their gym, and not enough about the customer. We love lifting weights and getting a sweat on but for most people exercise has never been enjoyable or rewarding. Speak to their goals, fears and objections directly more than you talk about your process – unless you can tie your process into how it helps them.
While most people’s initial goal is fat loss, you can’t purely focus on this because everyone else is talking about this. You’ll need to either have a different approach to fat loss (e.g. “Fat Loss without restrictive dieting or endless cardio”) or something in addition to that (e.g. “Get in Shape and Have Fun!”)
Make sure your tone is consistent in your message. It’s very tempting to say you’re for everyone but if you’re for everyone you’re for no one. My gym presents itself as the friendliest gym int he area because most people don’t equate the gym with fun, and there are competitive gyms. I’ve a client who doubles down on being physio led professionals to help assuage the fear of getting hurt or wasting time.
Out of your estimated audience size, realistically you’ve between one and ten percent that your ad is relevant to at any point in time. The one percent are those that are thinking “I need to get in shape right now!” and lead ads will be predominantly shown to them. The ten percent are those that are thinking they’re feeling sluggish, overweight, tired, etc. Our trust building ads (Awareness and Traffic) are relevant to them. The buying cycle in fitness is generally short, and people cycle in and out of this cohort quickly, so that’s another reason you want to have your message – paid or organic – in front of people at all times.