That’s it! That’s the whole blog post.
Committed to your success,
…Just kidding, but I do have a point: if you want to get personal training clients online, you absolutely need to use Facebook.
In fact, you need to master Facebook. You need to dig in, figure out how it works, and practice it until nobody else stands a chance trying to target your market.
Unless you’re going for the under 30 market (which, as a personal trainer, you shouldn’t do) you need to be on Facebook. It is currently the most powerful online marketing platform for all markets over 30. AND it’s the most competitive.
So to make sure you’re able to use Facebook the right way and dominate your market, I’m going to give you my expert, in-depth guide to Facebook ads.
Let’s just dive right in!
Make it Personal
I know a lot of personal trainers are nervous about adding their clients as friends on their personal Facebook pages.
Trust me, your life will be a whole lot easier if you just go ahead and add them to your personal page.
First off, what the heck are you sharing on Facebook that needs to be kept secret? I don’t care how many privacy settings you turn on, Facebook is part of the INTERNET aka “the magical land where information goes to run free.”
If you’re about to post something you wouldn’t want a client to see…just don’t post it at all.
Second, when you add prospects and clients to your personal page, it sends a subtle but very important message to them. It shows them that you’re willing to be open with them and approach them like a real human being, not just this faceless business with a fancy logo.
People like to interact with PEOPLE, and the key to all good internet marketing is to generate sincere, REAL interaction between you and your market.
Put Facebook at the Top of Your Sales Funnel
…but don’t put it anywhere lower.
See, here’s what you always have to keep in mind with Facebook: it’s incredibly easy to get leads on there, but very tough to get sales.
There are two main reasons for this:
One, Facebook really doesn’t want to turn into a sales platform. They have all kinds of convoluted rules for what you can and can’t post as an advertisement, and those rules are mostly geared towards promoting content that is useful, entertaining, and/or educational.
Some of their rules drive me crazy, such as their strict restrictions around “idealizing certain body types,” but I guess I can see their point overall. They want people to feel comfortable and “at home” on Facebook, which ultimately works out well for us because it puts them in an approachable mindset.
And here’s the second reason: to close a sale, you need to be able to carefully guide the conversation in your prospect’s head. Facebook is not a good place to do that. It’s too full of distractions and you have very little control as a salesperson.
As you’ll see in a moment, the best way to use Facebook is to entice your prospect with a sweet offer then get them onto YOUR website ASAP.
That way, you get to frame the conversation and your brand however you want.
Promote Your Posts
If you are researching how to get personal training clients online, you probably already know you need to spend some money before you get any serious leads.
However, you are probably vastly overestimating how much money you’ll have to spend and vastly underestimating how much money you’ll get back.
Facebook has these things called promoted posts. The fact that you’re reading this blog right now means you most likely clicked on one of my promoted posts.
On average, promoted posts receive 5X the views and engagement that non-promoted posts receive, so learn how to use them!
So what is a promoted post? Simple: it’s a regular Facebook post that you pay Facebook to show to your targeted demographic using the “Boost” button.
There are two types of posts you can promote: image posts and link posts.
An image post is where you upload an eye-catching image FIRST and then include a link to your website in the copy.
A link post is where you put the copy with your link in FIRST, then you let Facebook auto-select an image from the site or your upload your own.
The main difference between the two types of posts is whether you want your prospect to click once or twice to get to your website. With an image post, if they click the image first Facebook will just take them to a bigger version of the image with your copy on the side. With a link post, everything they could possibly click on will send them to your site immediately.
Personally, I prefer link posts so I can get people onto my site as fast as possible, but my fellow Facebook marketers have had plenty of success with both types. It’s worth experimenting with both to see which works best for you.
No matter which type you choose, you’ll get a HUGE amount of leads from each promoted post while only spending $30-50 per post, which is a drop in the bucket compared to what a traditional ad campaign would cost you.
Most Facebook browsing now happens on mobile now, which will be important for my next point.
Creating Your Squeeze Page
If you don’t have a personal website yet, don’t worry. You definitely should get one eventually, but my advice for how to get personal training clients online will work even if you don’t have one.
Because all you need to get your first huge wave of clients is a squeeze page.
What is a squeeze page? Simple: it’s a web page you set up with a nice big sales letter or sales video (or both) promoting your irresistible offer for cheap or for free…with the only catch being a little box that says “enter your email here.”
Set up your squeeze page, drop the link to it in a Facebook promoted post, then BOOM! You have an email list.
And you’re gonna keep growing and nurturing that email list until it becomes your lifelong source of loyal, high-paying clients.
You do that by sending them content rich newsletters every week that will entertain them, inform them, and make them Know, Like and Trust you. Then you pepper in special offers and upsells so that you can sell them on more training at higher prices.
Now, once you get all those prospects into your training and you show them what sort of amazing results you can deliver, THAT is when you can really start closing them on long-term commitments.
Oh, and remember how I said that most Facebook browsing happens on mobile now? That means your squeeze page ABSOLUTELY MUST be mobile friendly. Make sure whoever is designing your website keeps that in mind.
And there you go! That’s the funnel. I hope you have enjoyed my advice on how to get personal training clients online. Make sure to check this blog every week for more of my expert fitness marketing tips!
Also, check out this video:
Committed to your success,