Whether you want to reach private consumers or corporate decision makers, you want to create social media content.
It’s a super important element of a well-rounded marketing plan. So, why is it such a struggle for marketers and business owners to grow their profiles?
Because so few social media professionals effectively focus their initiatives on the right audiences and actually track the success of their efforts.
When your gym can successfully create social media content, it really helps your business properly identifying your audience. So let’s get started.
Build Persona-Driven Audience Segments
Given the broad access social media provides, it’s tempting to want to reach everyone in a single swipe, but this mindset typically fails…
The most effective way to create social media content that will actually resonate with your customers is by building buyer personas. Personas allow you to tailor content for specific audience segments, which frames your gym or fitness studio to meet distinct member needs.
Properly segmenting your audience through personas can help determine which social media channels you should use to reach a particular group of customers, and which messages will inspire people to invest!
When You Create Social Content, Identify Your Funnel
Even though personas are really valuable, you also have to know how and when certain pieces of content will connect with a prospective member or current member (retention). Basically, you need to know your audience.
Better yet, you need to know the underlying demographics and interests your current, happiest members share.
Social media is often considered a “top-of-the-funnel” marketing channel to build brand awareness and trust rather than drive a sale.
Done right, it can help you reach more members further down the funnel and even drive sales.
So, once you’ve crafted personas, take the time to break out questions that may be most important to each and match those questions to their stages in the buying cycle – awareness, consideration, purchase, and so on.
Then, create social media content such as a blog or instructional fitness video to help you answer those questions and move customers closer to a membership sale or decision.
Custom URLs and Trackability
One of the easiest ways to track the effectiveness of your content is through custom URLs with UTM tags. Google’s custom URL builder allows you to track campaign source, traffic medium and more. This is awesome for segmenting traffic to determine which messages resonate on certain channels.
That being said, it’s super useful for content marketing and refined measurement of paid social media efforts. And who doesn’t love that?
Conversions Over Conversations
If you know where your traffic comes from, the next step is to set concrete goals for your efforts. Without clear targets, it’s easy to lose sight of what’s actually connecting with your customers.
According to The CMO Survey, less than a third of social media practitioners track conversion rates. That means a ton of marketers have no way of connecting their social media efforts to their gym’s bottom line.
Obviously, it’s still important to initiate and track social conversations, but you can’t talk just for the sake of talking.
Your primary goal should be to drive traffic to your website (or better yet, a landing page) to increase leads, appointments, show rates, and eventually memberships.
Trackable conversions can include everything from contact form submissions and phone number clicks to booked appointments and online retail sales.
When you create social content the right way, it has the power to attract new audiences, inspire existing fans and drive revenue into your business. And that’s exactly what you should be doing.