Social Media Tips for Your Health and Fitness Business

Kelly Hopper

Kelly is a Chicago-based writer with an educational background in mass communication, digital content marketing, and creative writing. Her 20 years as a business owner and operations consultant provides unique insights through storytelling and brand journalism techniques.

Woman working out while making a social media video

Strong client relationships are vital to a successful health and fitness business. Nearly 80 percent of Americans use social media, making it the perfect tool to connect you to your customer.

Consumers are reaching out more than ever to online social channels, leaving a wide-open window for you to expand your audience and grow your business. We’ve got tips to save you time, money, and a lot of frustration as you navigate the bumpy road of social media.

Set goals and choose your platform

Adults in the United States spend an average of 2-hours per day on social media. The platform is built into our daily lives, overloading us with a constant stream of content. You want a strategy that cuts through all the noise and allows you to position your health and fitness business correctly within the platform.

Clarify your social media objectives

There are several advantages to implementing social media into your marketing plan, but it’s important to outline specific objectives from the start. Your goals will help determine the types of platforms you choose, the audience you target, and the content you create. The following are some goals to focus on:

  • Improve customer service
  • Expand customer base
  • Increase brand awareness
  • Increase traffic to your website

Choose the best platforms

The social media scene is ever-changing. Trends shift from year-to-year, making it difficult for businesses to keep up with the best options. Listed below are the most beneficial platforms to help promote your health and fitness business:

  • Facebook: Seven-in-ten adults in the United States use Facebook, making it a must. It is an excellent platform for reaching a broad audience, building relationships, generating leads, and its advertising platform is highly customizable.
  • Twitter: An essential platform, as it connects you to active clients and influencers in the health and fitness industry.
  • Pinterest: One of the most powerful social media platforms for health and fitness businesses. Health, fitness, and exercise consistently rate as the most popular pins.
  • LinkedIn: B2B platform. Good for building a network of colleagues.
  • Instagram: A highly visual platform that links seamlessly with Facebook for running ads.
  • YouTube:  Is the second-largest (Google the first) search engine in the world. You can upload video content like exercise demonstrations, workout videos, nutrition advice, and fitness success stories.

Find your voice before you post

According to recent studies, consumer trust in brands is at an all-time low. Audiences don’t want to see impeccable ads or read phony promises. They want authenticity and emotional connection. The shift represents a rejection of the deceptive practices that previously defined social media marketing.

So, if you don’t have a clear voice, it’s time to get one.

Get personal

Social media creates a lot of space for your brand to reveal its authenticity. Not every post needs to be perfect, polished, and pushing an agenda. No one wants to see, a tidy little life wrapped in photoshopped paper. Life is hard; we all experience it. It’s good to show it.

Adapt to the changing market by being yourself. Allow your clients, or potential clients, to get to know you.

Create meaningful and sharable content

The days of perfectly cultivated content are over. Now, it’s all about capturing genuine moments in the form of photos, videos, and stories your followers can react to immediately. Keep the following in mind when curating content:

  • Staying true to yourself stays true to your brand.
  • Strike an equal and inclusive tone.
  • Clear, concise, and consistent posts work best.

Play to your strengths

Choose the best medium for the story you want to tell. Imagery and moving storytelling are great ways to inspire an audience of health-conscious individuals. Think client testimonials, before-and-after photos, instructional videos, and inspirational quotes.

  • Videos
  • Blogs
  • Newsletters
  • Pictures
  • Reviews and testimonials

Social media is social, so prepare to engage

Time is a challenging thing to manage as a business owner, and it’s easy for things to fall by the wayside. Don’t let social media be one of those things. Organic reach on Facebook has plummeted since 2016. Posting content and hoping people see it no longer works. Engagement is key.

The more you connect with customers, the more they get to know you, the more trust you earn. Here are some suggestions on how to engage your audience:

  • Provide value by sharing tips, news, information, and teaching.
  • Respond to every comment you get. Even a quick ‘thank you’ works.
  • Show interest in others by commenting on their posts.
  • Encourage user-generated content and post it.

People expect to get a quick response. You can’t always respond within the hour, but you should always respond within 24-hours.

Implement a call to action whenever possible

A call to action tells your audience what you want them to do next. Something specific like comment, share, sign-up, read more, or visit your website. Here are some creative ways to call readers to action:

  • Issue a challenge
  • Pose questions that invite people to share their opinions
  • Stimulate activism
  • Post polls, votes, and contests

One of the main goals in social media marketing is to drive traffic to your website. Make sure you pull followers off of social media and onto your website as often as possible. When creating a call to action, keep the following things in mind:

  • Be specific
  • Focus on your goal
  • Be clear and concise
  • Keep it simple
  • Build urgency

Develop a management blueprint

Laying out a plan for managing your social media strategy will save you time and keep you focused. We’ve covered why, where, and what to post. Let’s examine how.

Managing your social media platforms

Social media management tools allow you to control your entire social media presence from a single interface. These services simplify every aspect of managing social media, from scheduling to analytics and engaging with your audience. You can even isolate the most influential members of your community or industry and keep tabs on competitors.

Times, days, and frequency of posting recommendations are fluid. Algorithms change constantly. Using a management app helps you to keep up to date on trends. Hootsuite, Sendible, and Buffer are a few of the apps available.

Measure your return on investment

Whether it’s time or money you invest, it’s all precious, and you want to account for it. It won’t be worth the effort if you can’t quantify the results. Several social media applications have analytics associated with their platforms. Outside apps (like the ones mentioned above) can also provide you with information on how your accounts perform.

Build a network of colleagues

LinkedIn groups focusing on fitness and health businesses are hugely popular and can help your business by connecting you with peers and offering educational resources. Forming support groups within each platform will help to expand your social media presence across the spectrum.

Connect with an influencer

Influencers are people on social media who have built a reputation for their knowledge and expertise in a specific field. They tend to have a vast and loyal following. Connecting with an influencer will help solidify your online presence and boost your credibility.

Social media marketing for your health and fitness business: Develop a strategy that works

Online platforms are a perfect vessel to carry your message and build lasting relationships with your clients. A clear strategy, a sincere voice, and some creativity will open many doors for your health and fitness business. If you need additional resources, ask an expert.

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