With over 350 websites, 1,400+ marketing campaigns and multiple online businesses under his belt, he has a wealth of industry specific knowledge for PT's.
What You'll Learn You don’t have to be a marketing genius to see the huge benefits posed by the idea of Facebook advertising. More than one billion people have an active account on the social media phenomenon. More importantly, most of your potential client base will possess an account.
By the end of this guide, you’ll not only understand more about the possibilities. You’ll also learn the most effective ways to make the platform work for your business. This means understanding the concept of retargeting, and learning how to launch a campaign for maximum profits. Why is This Important? We live at a time when an increasing number of people need the help of a PT to stay on top of their health and fitness. In turn, this can create some amazing opportunities. However, it’s important to appreciate that the level of competition has shot through the roof too. With so many personal trainers fighting for clients, it’s vital that you use the best marketing methods possible. Facebook retargeting should be an essential part of your inbound marketing strategy.
Step 1: Understanding Facebook Retargeting
For any personal trainer, clients are the lifeblood that’s necessary to facilitate any growth or success. As such, marketing your business in a manner which will generate signed up members is one of the most vital parts of the entire venture.
In today’s climate, social media can be a great resource for interacting with your existing and potential clients alike. And the power of Facebook can be utilised to drive your sales figures through the roof. Better still, effective retargeting strategies can achieve this goal with minimal cost and effort. Here’s all you need to know.
Facebook is an extremely powerful platform that offers unrivalled control over marketing strategies. But to maximise those capabilities, you need to gain a deeper appreciation of them. The easiest way to explain Facebook retargeting is to think about it from the perspective of a user.
Take a second to think about your personal experiences with the social media platform. When you see those adverts on your browser or App, they aren’t random, are they? They always seem to have relevance to you. It doesn’t always happen, but most of them are for websites that you’ve recently visited. For example, you may have looked at a pair of trainers yesterday before deciding against the purchase. As if by magic, those same trainers are now being shown to you on the Facebook sidebar. That’s retargeting.
The retailer has placed a piece of Facebook code on their website, which allows the browsing activities of users to be tracked. From a business perspective, that can work wonders for your sales figures. If a potential client has visited your PT website, they’ll be subjected to seeing adverts. In turn, the continued exposure could make all the difference for transforming interest into revenue.
In many ways, it’s an aggressive marketing technique. However, the inbound approach keeps the ball in their court, which can help keep those positive relations running. As a PT service, this is absolutely vital. The fact most people login multiple times on a daily basis means that you’ll gain even greater results from those activities.
Step 2: Installing Your Retargeting Pixel
The rewards of this marketing strategy can be huge. But you’ll only have the opportunity to capitalise after placing the previously mentioned code on your website. Don’t fear; this is a far easier process than it sounds. It’s all about creating what is known as a retargeting ‘pixel’. Once you’ve done this, you’ll be all set to start those winning campaigns.
Two Types of Pixel
Pixels can be broken down into two categories: audience pixels and conversion pixel. In their simplest form, the former is the tracking tool that will allow you to send adverts to your previous website visitors. The latter, meanwhile, monitors the progress to generate the target. For you, this could mean a client booking a consultation or signing up for their first month’s service.
You don’t need to understand too much about the technology behind the process. You just need to know how to make it work. You’ll need to open up Facebook in one window, and your website’s CMS editor section in the other.
Open your ‘ad manager’ on Facebook.
Navigate to the ‘audiences’ page.
Go ‘create audience’ → ‘custom audience’.
Hit ‘website traffic’ from the menu and choose ‘anyone who visits your website’.
Add your website URL, give the audience a name and press enter
Copy the code that has been generated.
Switch to your website’s CMS.
Paste the code into the <head> tags on your website.
This last step can vary depending on the software that powers your website. If you are using a WordPress website, you can download a plugin called ‘Header & Footer’. From there, you just paste the code into the <head> section before saving.
If you’re simply looking to build interest through page likes and website views, don’t worry about the conversion pixel. But if you want to track the number of member sign ups or newsletter sign ups, you should install this one too. Once again, you’ll need Facebook in one window, and your website’s back-end in another.
On Facebook, open the ‘ad manager.'
Click ‘conversion tracking’ → ‘create pixel’
Choose your desired type of conversion, this could be a membership sign up or a new email subscription.
Give the pixel a name, click enter, and copy the code as you would with the audience pixel.
Open your website’s CMS and paste the generated code into the page or post that users see following the conversion. For example, it could be the order confirmation or email screen.
Once again, the final stage’s process will alter slightly depending on your platform. If using WordPress, the easiest way is to download one of the Facebook conversion plugins.
Your final step is to check everything is working. Do this by visiting the pages of your website and then checking back to your Facebook manager page. If the word ‘verified’ shows, everything is working as it should.
Step 3 (Optional): Create an Awareness Ad
For the purposes of this guide I'm going to dig in to how to create inbound awareness ads for your PT business. These types of ads are ideal if you have zero audience members in your custom audience.
This step is optional because strictly speaking, it isn't a retargeting ad. This is a general ad that's designed to get qualified website visitors.
Awareness ads make people aware of your business by offering them something of value. Think of it this way. Would you prefer to see an ad that is try to sell you something, or an ad that offers to help you solve a problem? The latter, right?
So an awareness ad might be an ad to a blog post or piece of information that does ZERO selling. That's right. We're not even asking for an email!
The purpose of this ad is to make people aware of your business and view it in the right light. Why? because everyone is trying to sell stuff, you'll position yourself as another salesman and it's just not cool anymore!
Creating the Ad
The great thing about Facebook ads is that they follow a structure. Therefore, you don’t need to be a marketing expert to create an ad that looks great. The generic Facebook ad consists of four aspects; ● Main Text ● Image ● Headline ● Tagline
There's more on creating a Facebook Ad here: How to Create a Facebook Ad Given that you could be paying per click, you only want genuine potential customers to visit your site. This is equally true for your non-retargeting campaign. Therefore, your main text should relate to your target audience.
For example, if your service is dedicated to weight loss, offer ‘5 Simple Tips to Reduce Calories’, or something else focused on this area. Naturally, the image and headline should support those claims while the tagline is probably going to be your web address. Run your awareness ad for some time to build up your custom audience.
Step 4: Create a Retargeting Ad
On to the good stuff. If your awareness ad was successful, you should have built up a sizable custom audience of people who visited your website.
These people are now warmer leads than they were before. You've offered them something of value, they're aware of your business and they would feel comfortable to land on your site again.
The beauty of retargeting ads is that the audience already has an idea of your business and services. The people that see those adverts know about the service you offer. So if your business only offers one package (fat loss for example), you’ll only need one campaign.
But what if your PT services are built for clients of all backgrounds? This is when you need multiple strategies tailored to each demographic.
The methods outlined earlier will offer a basic foundation where visits are tracked on all pages. But it is possible to target the process further by concentrating on one page rather than the entire website. This could be particularly useful if you have one page for weight loss and another for muscle building. Alternatively, if you offer an online platform, then that page doesn’t need to be restricted by location.
All you need to do is create a new custom audience for each page. To do this, you need to follow the process of creating an custom audience pixel again. But instead of choosing ‘anyone who visits your website’, select ‘people who visit specific web pages’. After this, you just need to paste the URLs of your website’s specific pages.
Now you can create ad for people who have looked at specific pages of your website. Your ads will gain even greater relevance by hitting the people that have hit those specific pages. For any PT serious about seeing maximum conversion rates, this step is essential.
Step 5: Optimise your Retargeting Ads
Retargeting ad campaigns will trump your previous strategies. However, as a PT, you know the importance of tracking goals and making adjustments more than anyone. There’s no point in completing this hard work only to see limited results.
The best way to optimise your results is to run several campaigns at once. Subtle changes can make a world of difference to your overall progress. Try running two or three campaigns simultaneously, with slightly different text/images for a week or two. Once you know which is working best, stick with it. Using the power editor may take a little more time to get used to, but the results can be far greater. More importantly, you can duplicate ad campaigns. So if you’re planning to run a few simultaneously, this can be a huge time-saver.
Your main goal is to find a campaign that brings optimum results in a cost and time-effective manner. Do this, and your PT business will be thriving like never before.
Frequently Asked Questions
WHAT IS THE BEST BUDGET TO WORK WITH? It’s impossible to discuss a marketing strategy without mentioning budget. In truth, this has to be suited to your business. After all, there is no point in having an advertising budget that will generate 2,000 new members if your company can only accept 50.
The size of your operation and available slots will be crucial. Either way, though, you should be looking for optimised results. Running several campaigns through the power editor is your best shout. Stick to a very modest budget, perhaps just a few pounds on each platform. This way you’ll reduce the waste on those less useful ideas while still finding your best route to success.
WHAT OTHER PARAMETERS SHOULD I SET? Once you start using the Facebook ad campaigns, you’ll realise that the system can target audiences like no other. The social media site collects ample data from customers, and you should look to utilise this – in addition to your retargeting ideas.
If you are a localised business, then choosing a demographic from your hometown is vital. Similarly, if you are focused on a gender or age group, then do this. Meanwhile, you could search for people that like the pages of fitness magazines or famous bodybuilders.
Sending ads to the people that are most likely to become members will generate increased revenue on a tighter budget. If that doesn’t scream smarter marketing, I don’t know what does.