Whether you own the largest gym in town with high membership numbers or are starting a boutique business for personal training, fitness business owners can target and grow their customer list with the right gym Facebook ads.
Marketing is a key strategy for promoting your gym and getting new customers through the door. But it’s not simply marketing. You have to target the right audience with the most effective message.
This is where the concept of Facebook ads comes in. Not only do they help your business target a highly specific demographic, but they actually work when done correctly.
Why Gym Facebook Ads Work so Well
Your gym is made up of a variety of people. No two members are alike, and each one has different fitness needs and levels. This is why you likely offer multiple services at your gym, allowing you to draw in as many people as possible.
Facebook ads give you the ability to target specific groups of gym-goers. The beauty of it is that you can run multiple campaigns at the same time with tailored messages for each segment.
If you want an ad to focus on your personal training services, no problem. If you need to draw attention to your group classes, then go for it.
Facebook ads let you target the right age groups, locations, and interests in just a few clicks of a button. This way, when your potential customers are scrolling through their newsfeeds or catching up on their favorite Instagram influencers, your ad looks like it’s written just for them.
These ads are also a fantastic way to stay current in the minds of locals. You likely have rotating promotional offers for people. However, it’s hard to constantly change up the promotional message with magazine, radio, or television ads.
Facebook ads give you the flexibility to change this message quickly and effectively. This ensures your potential customers have the latest information.
Create Effective Facebook Ads for Gyms
Before you invest your marketing dollars into a Facebook ads campaign, there are several considerations to keep in mind.
1. Define Your Goal
The goal of a campaign should be clearly established before you start down the path of using Facebook ads.
Why is this important? Once your goal is nailed down, it will help guide your next steps and keep your campaign focused. Otherwise, your messaging becomes muddled, and you likely won’t get the results you want.
What are examples of goals for gym Facebook ads? You could:
- Announce your new location or new hours of operation
- Bring attention to your personal training sessions
- Promote the latest membership offer
- Showcase a gym member’s weight loss or fitness progress
- Use testimonials to brag about your excellent service
These are only a few of the ideas you could use. If you are unsure where to start, focusing on an area where your gym makes the highest profit or where you need a boost to a certain category is a great place to start.
2. Pinpoint Your Ideal Audience
Facebook ads allow you to hyper-target your audience. Not only can you drill down to the zip code, gender, and age of an audience, but you can target income levels as well as interests.
This unique ability to target so specifically and pinpoint your ideal audience will help you align your potential customers with your ultimate goal.
For example, if you are promoting a new personal training package, you would select the zip code, plus perhaps those who have selected physical fitness, wellness, yoga, or other similar activities as their interests.
Defining your ideal audience this way keeps you from overspending on people who would not be as likely to interact with your ad. It helps you reach the people who are most likely to respond and be interested in the product or service you’re offering.
3. Make the Offer Clear
When it’s time to create the actual ad, make your offer or message as clear as possible. Don’t worry if you don’t consider yourself an expert copywriter or the next poet laureate. With ads, the simpler the better, and you should get straight to the point.
You only have a second to grab someone’s attention. Of course, the visual part of the ad will help with this, but the offer is what will make your target audience engage with your ad.
If you’re stuck on what the ad should say, go back to your goal and your target audience. You want your goal, audience, message, and imaging to all tie together.
This ad works because the offer is easy to understand and straightforward. Your audience knows how much it costs to enroll, there’s no contract involved, and no payments for another month.
4. Use High-Quality Images and Videos
If your words convey the message for your audience, the images and videos are what will most likely stop someone in their tracks and pay attention to your ad — even if it’s only for a second.
There are so many images and videos in our Facebook and Instagram feeds now, so whatever you choose, it has to stand out.
This means selecting high-quality images or creating eye-catching graphics. You can do this for free with savvy design tools like Canva or using stock images from websites.
Whatever you choose, make sure it is high quality and synchronizes with your messaging and goals.
This ad uses a powerful video to showcase a mom who is now making time for herself by going to the gym. It’s a message and image many people can likely relate to, and the video does a great job supporting the messaging of the ad.
5. Incorporate Testimonials and Reviews
Because there is typically a ton of competition around town for gyms, you may find you need to differentiate yourself from other fitness businesses. One way to do this is through using testimonials and reviews in your ads.
A testimonial is when a client gives you a glowing review, and they tell it in their own words firsthand. A review could be copied and pasted from another place, such as your website. Either way, if your clients have something good to say, you should let the local audience know about it.
In the fitness industry, showcasing results can be quite dramatic, especially when showing off improved muscle tone or weight loss. This could be an effective way to advertise your specialty and how you get results for your clients.
This ad uses their own client’s success stories to paint a picture and inspire potential clients to take the next step in their fitness journey.
6. Use Facebook Pixel
Facebook ads give you access to a unique and highly effective tool called the Facebook pixel. Simply put, it’s a code you install on your website, and Facebook will provide you with insights into how people interact with your ads.
These insights give you priceless information about how many visitors are coming to your site from your Facebook ads, which page is getting the most traffic, and the types of interactions.
Once you have this info in hand, you can use it to build more effective advertising campaigns.
If you have people interacting with your site but not joining or following up, then you can create a custom campaign to specifically target those who may be “on the fence” but considering joining your gym.
7. Run Split Testing
Like Facebook pixel tracking, running split testing is another key method to find out which message or image is working and which is not.
Facebook allows you to run different ads and then gives you the results of each ad. You can quickly see what’s working and compare an ad’s performance side by side.
This is the real-time information that gym Facebook ads provide so that you can maximize your ad dollars. It’s another aspect that makes Facebook ads so unique to the marketing world.
The Final Word on Facebook Ads for Gyms
Facebook ads have the ability to drive traffic straight through your gym doors. But before you invest your marketing dollars in a campaign, these steps will help you get started and make the most of the ads.
Taking care to define goals, messaging and images, and utilizing the tools Facebook provides some of the best methods for powerful marketing.
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