Instagram is so much more than filters and hashtags. This fast-growing platform is a prime location to not only connect with existing members, but also bring more people into your studio. From content to connecting, check out these 4 ways you can use Instagram to generate leads.

 

1. Optimize your profile

Before you even get started with content, there are some easy ways to ensure your Instagram profile is optimized for lead generation. First, keep your username the same or close to what it is across other social media platforms. This will make your page easier to find if people are researching your studio. Using your logo as your profile picture will also ensure easy brand recognition.

Your Instagram bio is also your only opportunity to include a link to an outside page. URLs do not get hyperlinked in photo captions, unfortunately. Use a targeted landing page in your bio rather than just your homepage. Linking to your contact, free trial, or sign-up pages will increase the likelihood that people clicking the link in your bio will become leads or even members. You can also track how often that link is clicked. Use a site like Bitly that allows you to view how often people visit that page via your Instagram account.

 

2. Produce regular, consistent content

Once you have your profile optimized, it’s time to start posting. Producing content on a regular basis will keep your studio top of mind for followers, and it can also better engage potential members. Iconosquare found that 70% of Instagram users have looked up or followed brands on Instagram, and since it’s a platform that’s frequently used to inform buying decisions, engaging content that gives users insight into your studio can sway them to take the next step. Use high-quality photos of your gym or products, and make sure what you’re posting showcases your studio’s style and personality. Give people a peek into what it’s like to work out there, and you’ll be more likely to attract the right kind of audience.

Sharing real member stories, testimonials and highlighting the emotional, human aspect of fitness is also a powerful message and provides potential members with social proof of how your unique business changes lives. That’s why we’re all here, isn’t it?

 

3. Use hashtags

Hashtags are an easy way to get your content in front of new eyes and thus attract more potential members. And while research has shown multiple hashtags per post to be less effective on sites like Facebook and Twitter, it seems the opposite is true on Instagram. Posts with 11 or more hashtags provide the greatest reach and engagement on the platform. So do your research to include relevant hashtags in your content. Include a mix of popular, well-known hashtags that will get lots of eyes on your post (i.e. #workout or #fitspo) along with some tailored, niche, or geo-based hashtags that will target your ideal audience (i.e. #momswholift,  #instarunner or #nycfitness).

You can also create a unique hashtag for your business. Use it on your own content, when commenting on your members’ content, and encourage your most active fans to use it as well, especially when posting photos at your studio. This will help to ensure any content about or at your gym will connect back to your business, making lead acquisition easier.

 

4. Engage

As mentioned above, early studies found that Instagram users are shoppers and rely on the platform to make buying decisions more than most other social media sites. Make them want to buy into your community by offering inspiring and exciting content they can easily share and engage with. Start a conversation with them via the comments. If you can engage with your followers on Instagram, they can become strong brand advocates for your studio and help generate leads through their own content.

You can also engage with other fitness-related businesses in your neighborhood, especially non-competitive businesses with a similar demographic. For example, if you’re a CrossFit box, follow some organic grocers in your area. Or if you’re a yoga studio, try interacting with local massage therapists or fitness clothing retailers. When you comment on their posts, your name will appear in front of their like-minded fans and hopefully inspire them to check out your Instagram account as well.


Could you use some help putting more strategy behind your social media? Click to learn more about the limited-time offering we’ve created to help you increase your lead generation on Facebook and save you time. Our Social+ Package includes a monthly ad campaign, strategic monthly posting, professionally designed images for your pages, and more.

Nicole Gartside, Social Media Strategist

Social media can be a powerful tool to spread word of mouth about your business to potential new clients, but it can be an equally powerful way to get existing members to stay. It’s estimated that 78% of a business page’s Facebook fans are already customers, so your content on social media is a great place to speak directly to your current members and positively influence retention. How exactly can you do that? Try these four simple steps to leverage social media to increase retention for your business:

 

1). Be Easy to Find

According to the Harvard Business review, the number one factor in customer retention is reduction in customer effort. So, the less effort it takes for your customers to find you online, the more likely they are to be loyal to your studio. The easiest way to do this is staying consistent across platforms. If possible, make your username the same on each site, and make sure your pages are updated with your logo, current address, and contact information. Plus, according to The Social Media Examiner, the more high-quality followers and activity you have on your social media pages, the higher your pages will rank in Google searches — thus making you even easier to find.

 

2). Listen

Social media is a conversation, so take the time to listen to your members. Is there a certain yoga class they really love? Do they have critical feedback about last week’s WOD? Your social pages are a prime location to gather feedback from your members. According to Twitter, customer service interactions via Twitter have increased by 250% in the past two years, so take the time to listen. Try logging onto your social pages once a day to interact with new comments or posts to your page, check for comments from members, and share any helpful feedback you see there with your team.

 

3). Actively Respond

Customer service is just as important online, so take the time to answer questions, take part in a conversation with your members, and craft a response to feedback. Show them that you’re listening with your response. If someone posts to your page saying they were unhappy with a class, empathize with their experience, explain why you do things they way you do, and let them know what steps you can take to make things right. Aspect Research has shown that addressing a complaint can increase customer advocacy by up to 25%, so it’s important to actively address any concerns from your members.
But, your online conversation shouldn’t be limited to addressing complaints — engage your members, especially your most passionate members, in positive conversation. Your most passionate members can be your strongest brand advocates, spreading the word about your business to their friends, so get to know these people. If they comment on a recent Facebook post about your updated gym equipment, engage them in a conversation about it. Or, try tagging them in the comments for a post about their favorite cycling class. Knowing more about why these members love your business is great insight, and making them feel valued can increase the likelihood they’ll talk about your business with others.

 

4). Keep Them Engaged

Don’t wait for your members to start the conversation every time on your social media pages; be sure you’re regularly posting across your social sites to keep the conversation going. Three to five posts a week is a good number to aim for. Try creating a content calendar for your business, focusing on a balance between your studio’s goals for the month as well as the type of humor, questions, or motivational posts that will resonate with your members. These fun posts will showcase your personality and give members the chance to join in on the conversation, which creates the kind of connection that can lead to greater retention. Not sure where to start when it comes to a content calendar? Schedule a consultation with our team to learn more!

 

 

Nicole Gartside, Social Media Strategist at SWETI Services

The holidays bring with them an abundance of opportunities to bring new customers into your business. People are shopping more, spending more time with their loved ones, and trying to work off that extra helping of pumpkin pie – meaning that the holidays could be your busiest (or least busy) time of year.

The key is to find new and innovative ways to bring new customers in during the holiday season and make sure that you create the type of environment and experience that will make them want to come back again and again.

 

Make Referrals Something To Celebrate

 

The single best way to bring in new customers during the holidays (and, really, any time) is for your current customers to spread the word about your business to their friends, family, and networks. Referrals bring your cost of acquisition down immensely, while also starting your new customers off with a warm feeling about your business.

There are those customers of yours that will invite their friends without you having to ask them to, but most of the time, incentivizing your customers with a discount code, a freebie or points in your rewards program (more on that later) can help give them that extra nudge toward referring their friends.

Plus, when referrals occur online (especially on social media), you’re basically receiving free marketing for your business. Whether your customers are posting photos of their experience with you or encouraging their social networks to visit you, social media referrals help to broaden your marketing reach online.

 

Up Your Social Presence for December

 

Social media is probably already in your marketing arsenal, but now’s the time to take it to the next level. This time of year, the cost of advertising is higher, so the more free marketing you can take advantage of, the better.

Think about hosting a Facebook, Twitter or Instagram campaign for the holidays. For example, for a yoga studio, you could do a campaign around “12 Days of Yoga”, prompting your current customers to share a photo of themselves in one of 12 different yoga poses. Running a campaign like this can help you expand your social reach (similar to how online referrals expand your audience) while also helping you directly interact with your prospective customers. The more you can interact with them on social, the higher the chance they’ll come in during the season.

It doesn’t hurt to add in some incentives to your social campaigns too. Consider offering a discount or prize to anyone who completes all 12 days of your campaign, or offering points in a rewards program for Facebook photos.

 

Integrate a Rewards Program into Your Customer Experience

 

One of the best ways to make sure that your new customers keep coming back to your business is to make a rewards program part of your overall customer experience.

A rewards program operates as a retention and engagement engine, incentivizing your current customers to come in more often and interact with you even when they aren’t at your business. Because you’ll often see new faces coming into your business during the holidays, having a rewards program to offer these new customers can help you retain them into the new year.

Plus, you can tie your rewards program to the referrals and social media posts mentioned above. Offering a high point value for referrals or Facebook photos will help your current customers take the plunge to bring their friends into your business and show off their experience online, while your rewards program will turn them into loyal customers.

 

*Guest post by our partner, Perkville. Get your own rewards program today!

Taylor Micaela Davis, Content Marketing Manager at Perkville

If you are still strategizing for your November social media calendar, then you have come to the right place! These suggestions will boost attendance in class, improve your reach on Facebook, target new prospects and satisfy current customers. Your content should reflect the month’s themes of thankfulness and giving, so take a look for some inspiration!

Topic Ideas for Your November Marketing Calendar

1 – #ThankfulThursday

Highlight instructors or trainers in your blog or on social media expressing what they are thankful for related to health and fitness. Encourage comments, shares and likes by your team to help increase engagement. This a great way to showcase your employees and incorporate the holiday. It can also be a conversation starter with your followers.

2 – Holiday Pound Prevention

Create a challenge for your members to attend a certain number of classes before Turkey Day. Encourage your members to participate by coming to class and checking in on Facebook. Consider offering a prize for those who reach a certain number of check-ins! Using a Facebook check-in challenge will expose their Facebook friends to your brand and boost attendance in your classes.

 

earn-your-bird-social-media-graphic-example

 

3 – Thanksgiving Day

Be sure to thank your followers and members for being a part of your #fitfam. Use a quote that expresses your gratitude or post something with some humor. Stick to your brand voice and create something that will resonate with your members.

 

thankful-quote-graphic-example   be-thankful-graphic-image-example   thanksgiving-work-off-the-stuffing-tomorrow-graphic-image

 

4 – Black Friday Giveaway

If you have merchandise or a class pack that you are willing to use for a giveaway, Black Friday is a great opportunity. Post a photo of the item on Facebook or Instagram, and have your followers comment by tagging a friend to enter. The winner and the friend will receive the prize! If the winner’s friend is not a member of your studio or gym, this is a great opportunity to get them in the door and wow them! This contest will also boost awareness for your Facebook page and Instagram profile since the members are tagging their friends.

5 – Friendsgiving is a holiday, too!

Friendsgiving is the perfect time to encourage members to bring friends or family into your studio or gym. Offer a bring a friend for FREE promotion as your gift for this fun holiday. Get new prospects in the door and leave them wanting more!

6 – Obscure Holidays

Here is a list of all of the obscure holidays happening during November. Use these holidays for unique social media posts or to promote a fun class!

November is World Vegan Month and Peanut Butter Lovers Month

November 1st – Extra Mile Day (go the extra mile)

November 8th – Tongue Twister Day

November 12th – Happy Hour Day

November 13th – World Kindness Day

November 17th – Take A Hike Day

November 22nd – Go For A Ride Day

November 26th – Small Business Saturday

 

Need help with your marketing? SWETI Services is a fitness marketing agency that provides a full suite of marketing services designed to help fitness businesses stand out, grow, and get more customers in the door! Contact us to learn more.

 

Paige Kroll, Social Media + Digital Marketing Coordinator

,Struggling to gain new followers on Instagram? Followers that aren’t your current members, staff or family and friends? Below we’ve summarized 7 incredibly useful tips for your fitness business’ Instagram account.

 

  1. Body Renew Alaska Instagram ProfileMake sure your profile is complete. For the profile picture use the logo of your business (make sure its legible) and add a description with your website URL. If you are creating a brand new Instagram account, make sure that you have at least 7 photos posted before you start promoting it. Lifestyle and personal images tend to perform best, so start with those instead of something sales-y. Make sure to link your Instagram and Facebook accounts so that your Facebook friends can find you on Instagram.
  1. Interact with other people’s posts. On average there are 575 likes and 81 comments on a picture per second, so if you comment, people are 401% more likely to follow you. You will need to consistently comment on other people’s images. You can do this by searching for certain hashtags (see hashtag examples below). It’s also important to comment within a couple days of the image being posted. Additionally, if you comment on photos with less than five existing comments there is a higher ROI.

 

  1. Searching for places in Instagram“Like” LOTS of images. You can increase your followers by a couple hundred per day by randomly liking thousands of images a day. They will obviously not be your target market 100%, so we recommend searching places nearby your gym’s location and liking those posts instead. Try searching for large tech companies nearby, parks, movie theaters, restaurants, etc. This will get your brand out to people who live and/or work nearby, which will be much warmer leads.

 

  1. Step up your hashtag game. A quick Google search will get you the most popular hashtags currently, i.e., #fitness, #transformationtuesday, #mcm, #wcw, #fitfam, #fitspo, #gymtime, #gainz, #workout, and so on. Take it a step further and embed a hashtagged feed of Instagram posts on your website. That way website visitors can easily follow you. WordPress has plug-ins that do this!

 

  1. Geolocation tagging InstagramGeo-tag all your posts. Geo-tagging a post is when you choose your location. Based on Instagram’s data, adding a location increases engagement by 79%! Instagram recently released a photo maps feature that lets users see pictures that were taken in a particular location. To enable this feature you’ll need to connect your Foursquare account to your Instagram account.

 

  1. Add your Instagram account link to your email signature. At the end of your email signature, a quick “Follow us on Instagram” hyperlink would work.

 

  1. Content is always king. Based on a recent study…
    • Posting photos is more successful than videos.
    • When the Mayfair filter is used, posts receive the most interaction compared to other filters (weird!).
    • Aim to include at least 11 hashtags on your posts for higher interaction.

Need help managing your online reputation? SWETI Services is a fitness marketing agency that provides a full suite of marketing services designed to help fitness businesses stand out, grow, and get more customers in the door! Want more tips to improve your marketing? Join our free weekly fitness marketing eTips.

 

Tia Stone, Director of Marketing

 

At this point, you’ve probably received at least one notification in Facebook informing you a friend is “live”. And for those of you who haven’t…Facebook has released a new tool where you can live stream. Read below to see how you can leverage this for your gym or fitness studio!

 

How to Live Stream on Facebook

It’s super simple! When logged into Facebook from your phone, click the “Status” button at the top and then click “Live Video”. You’ll be given the opportunity to write a description (make sure to do this!) and then tap “Go Live” to begin. As a best practice you’ll want to keep your video short and sweet 30-90 seconds – will do the trick!

Why This Is Amazing For Marketing Your Gym or Fitness Studio…

  • It notifies your fans and subscribers that you are “Going Live”. This is a great way to give your fans a nudge, keeping your gym at the top of their mind.
  • If your video is compelling it will encourage viewers to take action after watching. Try having a call to action at the end of the video or in the description of the video. It can even be a soft approach, like “Come by for a free tour” or “Contact us for a free 7-day trial”.
  • This is a great way to reinforce community. Let the public get to know you, your team, and your customers as real (and awesome) people.
  • Post beforehand to promote your go-live event. Some studios set up actual events in Facebook to promote it, but usually posting the day of, within 2-3 hours is sufficient.
  • Your video will be posted on your timeline after it concludes, so you’ll continue to get engagement.

Ideas For Live Videos You Could Do Today

  1. Tour of the gym or studio
  2. Interview a trainer or instructor
  3. Demo a class, personal training session, or technique
  4. Interview a customer and ask for a testimonial
  5. Cooking lesson or grocery shopping lesson
  6. Injury prevention demonstration or technique
  7. Competitions, events, fundraisers, charity events, etc.

SWETI Services is a fitness marketing agency and one-stop shop for your studio’s marketing needs. Want more tips to improve your marketing? Join our free weekly fitness business eTips. Ready to get started with a marketing consultation? Book a session with one of our marketing gurus!

 

Tia Stone, Director of Marketing