Why some Fitness social media strategies fail to deliver stronger ROIs.

At the start of 2016, I started to explore fitness in a serious way.  Of course I started with typical directory search, asking friends, then transitioned to social search.  I quickly realized that there were fundamental strategies that successful fitness experts executed on their platforms daily, that others ignored/overlooked.

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@Sagicor #SigmaRun 2017 with @Seprod and @JamaicaMove Campaign.

After, two (2) years of examining, engaging and evaluating these fitness expert social media presence. I was able to identify three (3) ‘ever-present’ and recurring strategies. So, this blog post is an overview of the webinar presentation (DMF Case Study: Digital Media for Fitness Experts), that was conducted with my “FailingStrong” Tribe last month.

I am confident that these simple strategies are scalable and when implemented properly will enhance any fitness expert social media presence, towards better conversions rates, higher retention rates and increased life time value of their target audience.

These are as follows:

  1. Strong Funnel Marketing Strategy.
  2. Clear and consistent Content Creation Strategy.
  3. Commitment to LSC Engagement Strategy.

Additionally, when these strategies are executed simultaneously with a multi-platform channel  management program, fitness expert will experience improved engagement and  robust ROI to their bottomline.

Funnel Marketing Strategy

This is sometimes overlooked by many fitness social media teams.  It is especially important for a product/services that depends heavily on repeat enrollments, scaling  and strong ROIs per unit cost.  In the DMF Case Study, we saw that ‘Blog Style” engagement actually worked effectively to connect with and established an emotional relationship with the target audience and deepen the interaction with the brand.

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@PoweredByKeith Training

This funnel approach is effective, because it’s an ‘Opt-In’ digital media tactics,  where the target customers and only consumers who really wants to digest or engage with your content will do so. However, I recommend that you integrate “Lead Magnets” and “Call to Action” to continue that conversation with the potential consumer towards conversion and facilitate ‘Test and Learn’ agile program.

Content Creation Strategy

SERVE, DON’T SELL

This is another important strategy,  the major key to successful implementation of this strategy is to have clarity on – “What, How and When” content should be created and shared.  In the DMF Case Study, content creation strategy spans across two distinct areas:

  1. TYPE :  Generate content  that is Relatable, Relevant and Actionable.
  2. FORM: Determine the specific use of Static-Images vs Videos (Short and Long Form) content.

As a rule of thumb content was created with a specific channel in mind at all times.  Content is generated and curated with a desired U/X in mind.  Basically, they curated content that was relatable, relevant and actionable –  then monitored the consumer’s response, prior to engaging them towards conversion.

Specially, the fitness experts used Facebook and YouTube for their (long form) videos to build trust with that audience, and integrated ACTIONABLE element for the consumer.  While, for Twitter and Instagram – most of the experts use these platforms for both static-images and videos (short forms) to counsel the consumer, provided restaurant hacks, BTS, result sharing and gamification…Additionally, I saw increased use of PINTEREST and Mobile-ready websites, displaying ‘sharable’ static exercise programs, proper movements, how-to exercise, meal plans, meal preparations and connection to discussion boards.

Go Live

Implement a weekly/monthly show to interview or conduct Q&A sessions live – IS A MUST.  My recommendations for possible interviews (local, regional or international) includes:

  • Fitness Experts.
  • Health Professional
  • Doctors.
  • Nutritionalist.
  • Emerging new work outs trends experts etc…

Make the live sessions fun, easy to follow, and lean-in on the Peer-to-Peer conversations.  Remember this content is critical to reaching people who aren’t in your Tribe, as yet.  So, ensure you execute a robust recruitment strategy once you have their attention.

LSC Engagement Strategy

Make your content GOOD that they feel like they should be paying for it….

DON’T implement “Give Me, Buy Me, Sign Up Today” during your recruitment strategy, because if you are always asking for something, why will people follow you?

First, establish value in the potential consumer mind – Work on empowering your TRIBE/CREW – then go for it – SELL SELL SELL and remember to UPSELL also.

Take Aways

In digital media Peer-to-Peer reviews are 80% more trusted than paid influencers, advocates, partner branding or co-branding programs.   So build your Tribe/Crew (I recommend you develop a signature/unique name for your followers), and have them provide feedback and user-generated content for social media Funnel Strategies.  Example: Dedicate your Instagram stories for user-generated content ONLY.

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@876CrossFit

When all is said and done, I believe you should integrate these points and let me know how if works for your pages:

  1. Start Simple.
  2. Implement one post per platform per day.
  3. Make sure one of those postings as a “Call to Action’ or “Lead Magnet”.
  4. Test and Learn
  5. Then repeat.

START WITH THE CUSTOMER FIRST…When in doubt about what you are doing, seek to appreciate the challenges your target customers are experiencing. Then outline how you will assist them in overcoming those monsters for the voyage to their goals, with your programs,products or services.

Good Luck on improving your pages and share your lessons learnt for “Constant Improvement” and Networked Intelligence…

LinkedIN: The Professional YOU

“Never be afraid to invest in yourself.”

Craig R.

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So setting up a LinkedIn account is one of the most important professional investment you will make for your digital footprint in this “Networked Intelligence” era. LinkedIn digital channel is the largest online professional network, and is an excellent resource for personal brand development, building connections and long life learning on a global scale.

Note, that this digital channel fosters professional engagement, and you should proceed with caution, when engaging new connections, sharing content and commenting on post.    Initially, the recommendation is to focus engagement, on industry specific contributions.

Continue reading “LinkedIN: The Professional YOU”

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