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

Next week starts the busiest shopping season of the year. Surveys estimate 74.2 million people shopped on Black Friday last year, and a whopping 95 million came out for Small Business Saturday. Now don’t you want a piece of that pie?

Here are some ideas we’ve seen work well:

 

Market While You’re Closed

Put a sign or flyer in the door or window of your business stating your holiday hours AND promote a package. Use something like:

“Thanks for visiting! We are closed for Thanksgiving on Thursday, November 24th, but our online store is open. Visit the website below to purchase our intro offer – 30 days for $69!”

You can substitute the promotion to be for gift cards, a different special package, or a promotion you’ll be running for Black Friday and/or the other sales days. Step it up a notch and leave offer cards or postcards for visitors to take with them.

 

Run a Few Pay-Per-Click (PPC) Ads

Run three separate Facebook Ads on each of the corresponding days. Schedule them to start and end, lasting for just that one day. We’d suggest spending the maximum $20/day on each of these, as your reach will be thousands up to tens of thousands (depending on your market and location). Make sure each promotion is for a different package or service and the marketing message is tailored to the specific sales day, i.e., “Cyber Monday Special…”

 

Network for Free Advertising

Cross-promote your deals and promotions with nearby businesses. If you are in a high-traffic area, you can leverage that proximity on both Black Friday and Small Business Saturday. Walk over and talk to those neighbors about what promotions they’ll be running. Ask them if they have any sales sheets, coupons or flyers you can post at your business. Make sure to take postcards or offer cards with you that detail your specials and ask them to keep them at their front desk or post in their window.

 

Leverage Partnerships

Create a bundle package with your local partners. Brainstorm businesses that complement your services or class offerings. Some examples include; nearby juice bars, chiropractic offices, massage studios, cryotherapy studios, fitness retail stores, health food stores, and many more. Meet with these companies and put together a package (or multiple) to cross-promote one another’s services. Here’s an example:

Holiday Pound Prevention Plan $239 (normally $425)

Includes:

  • 30 days of group fitness classes at Honest Pilates Studio
  • 25% off supplements at Benefits Health Food
  • A one-hour massage at Harmony Massage Clinic
  • A weekly cryotherapy session at Cryo Health Center (4 total)
  • 20% off athletic apparel at Athletic Wear

 

Promote Within Your Network

Promote the specials you’ll be offering ahead of time. It’s not too late to start now! Send an email out to your contacts and members with the special promotions you’ll be running. Make sure to explain that promotional pricing is only valid on said holiday (even if you’ll allow flexibility). This causes a sense of urgency for customers – a marketing tactic that works well. Make sure to do multiple social posts to promote these offers, but don’t overdo it. We suggest about 2-3 posts per week to promote this holiday sale weekend. Don’t forget to use the proper hashtags which include:

  • For Black Friday: #BlackFriday, #BlackFri
  • For Small Business Saturday: #ShopSmall, #SmallBiz, #BuyLocal, #SmallBizSat, #SmallBusinessSaturday
  • For Cyber Monday: #CyberMonday, #CyberMon
  • For all holiday shopping: #HolidaySavings, #Presents, #StockingStuffers, #deals

 

Spread the Word

Have your instructors and front desk staff start talking about the big sales days now. It doesn’t have to be super sales-y. It can simply be that the front desk staff mentions the upcoming sales to customers as they check out or sign into class. It helps to have a business card sized promotional piece to hand out.

Whatever your plans, just make sure to do something for your business on the biggest shopping weekend of the year!

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.

 

Tia Stone, Director of Marketing

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

Procrastinating your social media posting calendar for the month of October? Don’t fret, below we’ve provided our monthly list of suggested topic ideas to get your creative juices flowing.

Content marketing is a marketing strategy focused on creating and promoting valuable, relevant, and consistent content to attract and retain your target audience – and, ultimately, to drive them to make a purchase.

Topic Ideas for Your October Marketing Calendar

 

#1 – Halloween

While Halloween is one of the most important American holidays for the retail industry, it’s not typically the most profitable one for fitness businesses. Instead of focusing on sales or discounts, create content that is fun, entertaining or educational.

Here are a couple of ideas to get you started:

  • Halloween costume ideas that are fitness/health-themed or related to your branding
  • Dress up workout on (or around) Halloween with costume contest
  • Hold a Facebook check-in challenge on (or around) Halloween
  • Write a blog about healthy and delicious Halloween treats instead of candy or the healthiest of the candy choices and share on social media

As always, make sure to encourage check-ins and tag staff and members in photos.

 

#2 – Breast Cancer Awareness Month

October is Breast Cancer Awareness Month. Why not use some of your content marketing efforts for a good cause? We’ve seen fitness studios do dozens of different promotions showing their support. Some include:

  • Holding a special event fundraiser. Work with other like-minded businesses and hold an open house or social event.
  • A dedicated fundraiser workout or free community workout for donations.
  • Credit for wearing pink during the month of October. We’ve seen gyms give a point for each day the member wore pink and whoever gets the most points in October wins a prize. Try tying a check-in requirement to this and you’ll get boosted social branding too!

 

#3 – National Taco Day? Yes, this is real and even better than Taco Tuesday.

Now, this isn’t a topic we’d typically include in a fitness business’ content calendar, but there’s an opportunity to encourage those partaking to come into your gym to work it off! Consider posting something related to working off those taco and margarita calories.

 

#4 – Fall Season and Weather Changes

The CrossFit box I work out at is indoor/outdoor and doesn’t have air conditioning. When the days get up to 100+ degrees, it becomes pretty easy to talk myself out of going to class. This is an especially good time to post about weather changes if you are at an outdoor facility, do not have air conditioning, and/or live in a place where it’s been hot all summer. A couple of suggestions:

  • Post about how it’s cooled off and more comfortable to join a class
  • Post to tell folks to not skip their workout just because of rain or storms, join a class at your studio instead
  • Post daily (or weekly) reasons to love fall

 

#5 – Obscure Holidays

Here is a list of some of the obscure holidays happening during October that you can tailor your marketing around:

1st World Vegetarian Day

4th National Taco Day

10th National Kick Butt Day

12th International Moment of Frustration Day

19th Evaluate Your Life Day

22nd Make a Difference Day

27th Cranky Coworkers Day

29th National Cat Day

31st Halloween

 

Whatever content you end up creating for October, make sure it’s trending and that your demographic cares about the content. You can see trending topics by using the “news” section of Google, reviewing the “Trending” section of Facebook (right-hand column), or using Google Trends. It’s a good best practice to check through these resources on a weekly basis to see if you can implement trends in your marketing efforts. Don’t forget the relevant hashtags!
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.

 

Tia Stone, Director of Marketing

Having trouble planning your social posting calendar for next month? There are quite a few trending topics in the month of September to get your creative juices flowing. If you don’t currently use content marketing to drive lead generation, then you’re missing out.

Content marketing is a marketing strategy focused on creating and promoting valuable, relevant, and consistent content to attract and retain your target audience – and, ultimately, to drive them to make a purchase. Examples of different forms of content marketing include:

  • social posting
  • blog writing
  • LinkedIn article publishing
  • eBooks
  • podcasts
  • member testimonials
  • branded post images
  • videos
  • Facebook live stream
  • email campaigns

Topic Ideas for Your September Content Calendar

#1 – Holiday Shopping Guide and Ideas

Believe it or not, it’s already time to start thinking about the holiday season. According to a CreditCards.com survey, about 14% of consumers begin holiday shopping in September. The time is now! Start thinking about your holiday marketing strategy and start promoting it in September. If you’re still not 100% certain what packages, gift cards, and memberships you’ll promote, start with a gift giving guide where you list health or fitness related gifts. Don’t forget to include a package or gift card to your gym or studio with a call-to-action link, so that it’s easy for prospects to make a purchase.

A couple of ideas to get you started:

  • “10 Christmas Gifts Under $100” (you can change the amount based on the package/service you’re promoting)
  • “30 Gift Ideas for the Men in Your Life”
  • “30 Gift Ideas for the Women in Your Life”
  • “15 Healthy Gifts Your Friends and Family Will Thank You For”
  • “10 Holiday Gifts for Fitness Fanatics in Your Life”

More on this topic in next week’s blog!

#2 – National Preparedness Month

In the US, September is National Preparedness Month. Center your marketing message around:

  • August 28 to September 3: Kickoff National Preparedness Month
  • September 4 to 10: Preparing Family & Friends
  • September 11 to 17: Preparing Through Service
  • September 18 to 24: Individual Preparedness
  • September 25 to 30: Lead Up to National PrepareAthon Day

There are numerous opportunities here to promote your business and get involved in the community. Part of being prepared for disasters is being fit and healthy. If you are a Martial Arts or MMA gym, promote the ability to defend yourself in worse-case scenarios. If you are a fitness facility, highlight the things you’re able to do (at all or better) if you are fit and well. Possibly interview members who have had transformations and ask them about things they used to not be able to do or had a very difficult time with (chores, lifting kids/grandkids, running, etc.). This government website has lots of information on the month, including hashtags, graphics, logos, and details on the themes above.

#3 – National Coffee Day

Thursday, September 29th is National Coffee Day and the perfect opportunity for a clever social media or blog post. Consider posting something nutrition-related and make sure to post on social media with relevant hashtags: #nationalcoffeeday, #butfirstcoffee, #coffee, #thursdaythoughts, and #thirstythursday.

A few topic ideas:

  • 9 Ways Coffee Is Actually Good for You
  • Use Coffee to Improve Your Workouts
  • 5 Reasons to Start Your Day with Coffee AND a Workout
  • Coffee and Fitness – Good or Bad?

#4 – Labor Day Holiday

Monday, September 5th is Labor Day, which means just about everyone in a Monday thru Friday 8am-5pm job will have the day off. Have a special class, package, sale, or event to get them into your gym. Remember, schools will also be out of session, so keep your promotions kid-friendly, as they’ll likely be in tow.

#5 – Obscure Holidays

Here is a list of all the obscure holidays happening during September:

5th Labor Day

6th Read a Book Day

10th Swap Ideas Day

11th Patriot Day

13th Positive Thinking Day

20th Get Ready Day

21st World Gratitude Day

25th Comic Book Day

26th Family Day

28th Good Neighbor Day

 

Whatever content you end up creating for September, make sure it’s relevant to what people care about and what’s trending. You can see trending topics by using the “news” section of Google, reviewing the “Trending” section of Facebook (right-hand column), or using Google Trends. It’s a good best practice to check through these resources on a weekly basis to see if you can implement trends in your marketing efforts. Don’t forget the relevant hashtags!
Need help with 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.

 

Tia Stone, Director of Marketing