Should Personal Fitness Trainers bother with Facebook Ads? Hi, my name is Francisco and I am the owner of Planet Marketing, a digital marketing agency. My company specializes in Google Ads, Facebook Ads and Remarketing. Over the years, I have worked with quite a number of people in the Fitness industry. One of the first questions that I usually get asked is; “Can Facebook be used to effectively promote Personal Fitness Trainers?” This article is dedicated to answering this and other questions. The post is divided into the following sections;
- Should Personal Fitness Trainers bother with Facebook Ads?
- Marketing options on Facebook for Personal Fitness Trainers.
- Things to think about before getting started.
- Creating the first Facebook Ad for your personal fitness business.
Should Personal Fitness Trainers Bother with Facebook Ads?
Some Personal Fitness Trainers are rather wary about advertising on Facebook. They imagine that the platform is too big and murky for them. Many believe advertising on Facebook is expensive.
Actually, nothing could be further from the truth! Facebook is the place to be as far as marketing your personal fitness training business is concerned. The following are some of the reasons why;
You can reach a massive audience
Find more statistics at Statista
Over 2.7 billion people actively use Facebook every month. And those numbers continue to grow.You can see the current stats in the above graph from Statista.
What it means from a business standpoint is that your target audience is more than likely already very active on the platform. This applies whether one is talking about Personal Fitness Trainers or about any other type of business that’s out there.
Facebook is huge. Businesses can use this vastness to reach out to relevant audiences. The trick lies in knowing where and how to look for your particular audience.
Facebook ads are affordable and cost effective
How much money does it take to start advertising your Personal Fitness Training business on Facebook? How about a dollar a day? Yes, you got that right. Contrary to what you may have been thinking, you don’t need to rob a bank to be able to advertise on Facebook.
The platform is one of the cheapest digital marketing platforms that can be found out there. And it’s definitely cheaper than marketing your business on TV, radio, newspapers and elsewhere. Anyone can advertise on Facebook, including even the smallest of players.
You can precisely target your audience
Being affordable is a good thing, but it doesn’t necessarily translate into success for your Facebook ads marketing Campaigns. To be successful, you need to be able to precisely define and refine your target audience. Otherwise your ads will be lost in the vastness that is Facebook.
The great thing is that Facebook provides you with a raft of tools that you can use to reach out to the right people. It’s something that we are going to talk about later in this article. But being able to target the right people increases your conversion rate and makes your campaigns even more cost effective.
You can run your own Campaigns
That’s another advantage of advertising on Facebook. You don’t need to be a guru like me to run your own Campaigns. Of course, it pays to have a professional help you set things up at the outset.
But from there, you can safely take over running of your campaigns. In fact, the rest of this article is dedicated to showing you how to start creating your own Facebook Ads.
Marketing Options on Facebook
Before getting to the core of this article, I thought I should briefly outline the available marketing options for personal fitness trainers on Facebook. That way, you will know exactly where and how to begin;
You should use a Facebook Page to promote your business for free
Most people are looking for affordable marketing opportunities on Facebook. The good news is that your can promote your Personal Fitness Training venture free on the platform using a Facebook Page.
You don’t have to pay anything to create one. Yet a page can be extremely beneficial to your business. Think of it as your very own corner on Facebook. I have previously written on how to properly run a Facebook business Page. Check out that article for tips on the topic. A Facebook Page can be used in the following ways;
- To increase your business’ visibility. The more you post on the Page, the more visible you will become on Facebook.
- You can use your Facebook Page to answer questions from your prospects. Most people will have questions that they need to have answered before committing to doing business with you.
- A page can also be used to answer questions from current customers. That’s a good way of promoting engaging with people with whom you are already doing business.
- Facebook Pages provide much needed social proof. Your customers can comment on your business, thus helping convince others that you are the real deal.
- You will reach even more people for free when others like or share your Facebook Page with their own contacts.
Personal Fitness Trainers have the option to boost Facebook posts
Most Personal Fitness Trainers go down this route. Let’s say that you have created a top notch post on your Page. It will naturally reach people who have liked the Page. That’s great.
But what do you do to go beyond this limited audience? Well, the answer to that is to boost your posts. For as little as a $1, your post can be shown to many more people beyond your circle of friends and followers.
Boosting posts is great if you have created great content. However, I personally prefer creating normal ads. That way, you have a lot more options than you have when simply boosting a post. Check out my article in which I debate whether or not Facebook boosted posts are worth it.
You also have the option to create paid Facebook Ads
That’s the final option for advertising your personal fitness training business on Facebook. More and more people have been turning to paid Facebook Ads over the past few years. Yes, growing organically is important, but it can only take you so far.
To get beyond that level, you need to pay to reach wider audiences. The great thing is that, as already noted, it doesn’t cost that much to start advertising on Facebook. You can get going for as little as a dollar. For that amount, you can create and run Campaigns that generate leads for your business.
Things to Think About Before Getting Started
This section is important, so you need to really focus on it. Most people make the mistake of simply jumping into creating their first Facebook ad.
However, if you do that, you WILL encounter obstacles along the way. What you need to do is to first get into the correct frame of mind. The following tips should help you get there;
What are your goals?
First, you need to be clear on your goals. What is it that you wish to achieve with your Facebook ads marketing campaign? Please note that I am not saying you should have just one goal. Personal Fitness Trainers can have many Campaigns running on different goals. The following are potential target areas;
- Increasing traffic to a website
- Creating brand awareness
- Getting people to install an app or watch a video
- Gathering contact details
Choose the correct type of ad
Facebook allows you to create three types of ads; videos, single images and carousels. The type that you opt for depends on the nature of your business. And you are not restricted in any way. I always encourage people to play around with the different types to see what works best. That’s the beauty of learning how to run your own Facebook Ads marketing Campaigns. You are free to experiment till you have found the right formula.
You will have better success if your provide value
Is it enough to create a Facebook Ad that runs something like; “Hi, this is Mike, and I am a Personal Fitness Trainer operating in such and such a place?” Well, that’s not really the way to go.
There are probably already loads of personal fitness trainers operating in your area and advertising on Facebook. Some of them are even called Mike, just like you. You are not alone in the business! So, what do you do to stand out?
Well, you need to create value. Creating value means you are giving people something. You are not just selling yourself to them.
An example would be if you create a video showing people how to quickly and effectively lose weight. That’s valuable information to your audience. You can then boost this post so it reaches a lot more people.
Create Offers to Attract People
Create offers to attract people
Ads Manager now has a section where you can create offers that people can save and get reminders about. That’s great news. It’s a good way of enticing people to sign up with your Personal Fitness Training venture. Offers can be created in the Ad Set.
Set up Pixel for Facebook Remarketing
Remarketing is also referred to as retargeting. It’s when people are shown specific ads relating to their interest on a particular site. You may have noticed this on Google. There are some ads that seemingly follow you across the web. That’s retargeting at play.
With Facebook, remarketing happens through what’s referred to as a Pixel. That’s a piece of code that you install on your website. This code then tracks people’s activity on the site. The next time that they visit Facebook, they are shown ads relating to their interest on your website.
Doing this allows you to convert leads that would otherwise have been lost. So, it’s important for all businesses that do Facebook Ads marketing to set up pixel on their websites. Once you have done this, you will be able to target pixel generated audiences with your ads.
Creating Facebook Ads for Personal Fitness Trainers
Now that we have covered the background, it’s time to show you how to create your first Facebook ad. Facebook Ads are created in Ads Manager. You need to have a business account to get going. The process of creating Facebook Ads has 3 basic steps;
- Choose a Campaign Objective
- Set up your Target Audience
- Create your Ad
How to Choose a Campaign Objective
Facebook has what are referred to as Campaign Objectives. These speak to your overall goals for each campaign. What is it that you wish to achieve? This is something to which I have already alluded in the first part of this article. Facebook gives you 11 Campaign Objectives, from which you can only have one per Campaign;
- App installs
- Lead generation
- Video views
- Catalog sales
- Store traffic
- Brand awareness
Which one should I choose when creating Facebook Ads for Personal Fitness Trainers?
Choose a Campaign Objective
The Campaign Objective that you choose depends on your objective for that particular campaign. You are not tied down to one Campaign Objective. However, it’s worth noting that some Campaign Objectives will work better in some instances than in others.
As an example, Catalog sales works best for eCommerce businesses. For this example, we will assume that we wish to get people to a landing page where we can capture their contact details. As such, we will choose Traffic as the Campaign Objective for our ads.
Setting up your Target Audience
The next step on the way to creating Facebook Ads for Personal Fitness Trainers involves setting up our Target Audience. This is probably the most important step in the entire process.
Your ability to properly define your target audience determines whether or not your Campaigns are going to achieve the desired results. Fortunately, Facebook provides you with the following tools for defining and refining your Target Audience;
Where do you wish to have your Facebook Ads delivered?
Where are the people who you are targeting located? In most instances, businesses are limited in terms of reach. Gyms, as an example, can only carter to an audience that’s about 4 miles around their physical locations. The same applies for restaurants. Nobody is going to drive across town or across the country just to reach one.
For Personal Fitness Trainers, your reach is likely to extend to about 10 miles around the physical location of your business. However, and it’s a big however; Personal Fitness Trainers can offer their services online, in which case their reach becomes truly global.
For this example, we are going to assume that the personal fitness trainer that we are promoting is located in Overland Park, Kansas, in the United States. We will target people living 10 miles from our business’ physical location. We won’t target people who have simply been through this area.
Age is another tool that you can use to define your audience when creating Facebook Ads for Personal Fitness Trainers. Which age ranges do you usually work with? You know the appropriate answer better than I do. For this example, I will set my age range between 25 and 45.
There are instances where you could be running Campaigns targeting one gender. In that case, the gender setting becomes useful. However, for this article, we will be targeting both men and women.
This is another setting that you can use for audience definition when creating Facebook Ads. You may be looking to target Spanish speakers, as an example. However, for this example, we will live this setting at the defaults.
Zooming in on your target audience through the Detailed Targeting section
Zoom in on your Target Audience to get the best results
The audience that we have defined so far is still pretty broad. If we run it as it is, we will probably not have the kind of success that we are looking for. Fortunately, there is a way to further refine our target audience. This is done in the Detailed Targeting section in the Ad Set.
Here, you use Demographics, Interests and Behaviors to further refine your audience. Remember that Facebook knows a lot about its users. It’s this information that advertiser can tap into to achieve better results for their ads. For this article; we will target people with the following interests;
- Bodybuilding and fitness
- Men’s fitness
- Muscle and fitness
- Personal trainer
- Physical fitness
Budget and Schedule
Set the Budget and Schedule for Facebook Ads for your Personal Training Business
The Budget and Schedule section can also be found in the Ad Set. I have already noted that Facebook Ads are pretty affordable. You do, however, need to make sure that you retain control of your spending. Otherwise Facebook will keep deducting money from your account till you tell them to stop.
It’s important to have a start and end date for each Campaign. That way, you can evaluate progress at the end of that period. As an example, you could set a Campaign to run for a week. If you set a daily spending limit, you will know how much you will have spent at the end of that week.
And you will be able to see whether or not you have achieved the desired results. Another option is to set a Budget limit for the entire Campaign. Again, the objective will be to retain control of your spending.
Creating the ad
Everything that we have been doing so far will be in the background. What people will see at the end of the day is your ad. So, it needs to be good. I have already talked about ad formats in the first half of this article. Feel free to experiment to get the one that brings the best results.
Facebook is about visuals
One thing to note is that Facebook is most about visuals. People do not have the time to read entire paragraphs of text.
So, you need to make your ad as visually appealing as is possible. Let me repeat that you need to provide value. Give people useful tips, and your ad will have that much more success.
The Primary Text appears at the top of your ads. Make it brief but catchy. Remember what I have just been saying about text. I like to keep my Primary Text at one or 2 lines.
There is much more to creating Facebook Ads for Personal Fitness Trainers than can be contained in one article. This posts is there only to show you the way. You can learn a lot more by signing up for my DIY Facebook Ads Mini Course using the form below.
And if you have any questions, don’t hesitate to get in touch with me. Facebook Ads are my specialty. I work on them on a daily basis, so I should be able to help you grow your business.