Let me guess – your Facebook marketing strategy for your personal training or coaching business includes a Facebook page for your business, maybe some Facebook ads, and a whole lot of time trying (with limited success) to increase the likes, comments, and engagement on your posts.
With the recent algorithm changes made to Facebook pages, it’s likely that less than 10% of your Facebook fans are seeing your posts at any given time.
And that’s a huge problem.
Why?
Because your coaching business is comprised of people who know, like, and trust you. If they’re missing out on your content, they can’t possibly get to know you. If they don’t get to know you, they can’t possibly like and trust you enough to hire you as their trainer or coach.
What you need is a fresh Facebook marketing strategy that allows you to engage prospective clients in an authentic, lasting way.
Here’s how:
Trade in your page for a group
Now I’m not saying to delete your Facebook page altogether – just don’t count on it to bring you a significant number of new clients.
Right now the place where you’re going to see the most action on Facebook is in groups.
Facebook fans realize that posts to your newsfeed are public, and that they are targeted toward as many people as possible. They also realize that content posted in a group is much more targeted, more special, and more directly relevant to them.
Even in a large Facebook group, you’ll instantly enjoy a closer bond with members who share the same interests, and be able to draw from this pool when searching for new clients.
- Add past and current clients to your Facebook group
- Invite email subscribers to your Facebook group
- Reach out to the members of other relevant groups and invite them into your tribe
Go easy on the automation
The second way to revamp your Facebook marketing strategy is to take it easy on the automation.
Yes, apps like Hootsuite and SocialOomph can save you hours each week by automatically posting your content while you sleep, and you can now autoschedule posts directly from Facebook itself.
The problem with this is that the interaction that follows can’t be automated. It’s crucial that you or a member of your team are monitoring your Facebook account daily, responding to comments, and encouraging engagement.
After all, how many clients have you won simply by posting a new blog or news article?
I’d bet the number is pretty low.
Now, how many clients have you won by truly connecting online just like you would in real life? Those connections can’t be automated, and are absolutely worth your time and attention.
- Respond to all questions, comments, and other forms of Facebook engagement as soon as possible
- Mix up automated posts with ‘live’ posts and activity
- Follow up with Facebook fans via phone or email and ask how you can help them with their lifestyle and fitness goals
Strive for authentic interactions
Sure, there is a certain amount of social proof that comes from having 10,000+ Facebook likes and a group with 1000 members.
But if your Facebook marketing strategy is based on numbers alone, you’re going to have a really hard time converting those numbers into paying clients.
Your business can only be built on authentic interactions with people who are excited to work with you long-term and refer you to their friends and family.
Does having 10,000 fans who show little to no interest in what you’re doing help you reach your goals?
My guess is no.
Instead of striving for bigger numbers, strive for better quality connections. A Facebook group with 100 active, interested members will drive more business than a group with 1000 disengaged members.
- Focus on the quality – not the quantity – of your Facebook fans
- Don’t buy fan likes on Fiverr – these are just low quality likes of people not in your target market
- Use Facebook as a tool to strengthen connections with current clients and meet new prospective clients
The new Facebook marketing strategy is less flashy and much more effective. By using these tactics, you’ll be able to slow down and really take stock of what’s working on Facebook and what’s not.
You’ll also be able to measure conversions more easily – instead of blindly automating content and hoping you get some new clients, you’ll be directly interacting with prospectives on a daily basis. From there, ushering them through your sales funnel will be a breeze.
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