Social Media Is NOT About Sales – part II
Ok moving on from last week, where I kind of insulted the fitness industry in some people’s eyes and others considered it a kick in the pants to get their social media campaigns just right!
You may like to categorise your posts into:
- Business information that shows the human and caring side of your business:
- Tell stories that involve your members;
- Show photos of your members engaging with each other or engaging with your staff;
- Have videos of people having fun in your facility.
- Educational information that answer common questions about exercise, nutrition, and lifestyle. Your post maybe a meme, a comment with a picture , a video link or it may direct them to other experts or to your blog. Your goal should be that you are seen as the ‘go to expert’ so people come back to your social media posts as people trust you for the latest and balanced information.
- A sales post! Remember though the keys to a sales message are:
- Urgency to act – ie limited number or time deadline;
- You have a specific target market and a message that attracts them
- You tell the reader what to do next: email, call, visit or go to a web page
Now comes the ratio of these. I have heard 2 business, 4 education and 1 sales is the sweet spot. I prefer the idea of 4 business, 5 education and 1 sales. BUT what I do know is it is NOT 1 business, 1 education and 1 sales!
Can I suggest if you have not read Jab Jab Jab Right Hook by Garry Vaynerchuck get it and read it now. Buy it here under 2014 Readings!
Oh and before I forget, if you don’t have a social media plan, then there is a good chance you’ll post crap! Or at least a sales post!!!! Design a social media posting calendar and that will make things so much easier for you!
And lets fix last week’s quote to . . .
‘When social media is kept ‘social’ you’ll find that your followers, likes and comments will increase.’
You may also be interested in Social Media Is NOT About Sales.
Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.
Hi Justin,
This is the second of two great posts regarding social media.
Further to your comments, I’d add that social media is an excellent way to project the personality of the business for the purposes of reaching out to potential candidates. And on the flip side, social media is also good for helping a professional display their connection to and involvement in industry – a great hook for employers looking for more information than can be found on the CV.
In fact, I’m so keen to see more constructive dialogue between professionals and employers in the fitness industry that we recently (this week) launched the HealthyPeople Feed (www.healthypeople.com.au/feed). The idea being that traditional social media accounts can maintain their focus on clients / personal life and the HealthyPeople Feed can be used to connect with those in industry.
As you say, the value of social media beyond selling is largely untapped in our industry. Posts like your’s help move us all in the right direction.
Keep writing, D.