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Facebook is still the most popular social media platform and per its own quarterly report, an average of 50 minutes or more a day is spent on their site per person. So if the average person reads around 200 words in a minute, then an estimate of 10,000 words are read in that 50 minutes a day from Facebook users. That’s more than two chapters of the first Harry Potter or Game of Thrones book!
So, what does this mean? One takeaway is the importance of personalization. If people are taking around an hour a day at minimum to engage in content relevant to their personal lives, then the messages they will want to continue reading should ideally be in line with their established preferences. These preferences can of course always be recorded in a Client Profile for future occasions such as birthdays or client anniversaries, etc.
How can a business tailor their content for personalization? I would say a variety of options never fails to accomplish a personalized experience. For example, if you develop a poll post on social media you can utilise the comments section for that post as an “other” option answer. Not only does this prompt engagement among clients—it also gives them an opportunity to type their message directly to you in their own words rather than selecting an answer.
I also reached out to my boss for her thoughts too!
The average amount of time that people spend per day on Facebook alone is incredibly eye opening to the opportunity it creates to engage with not only clients but attract potential clients as well. The stats learned while participating in Hubspot’s marketing event, further drove home the importance and value of crafting the right message for your audience. One tip I would give anyone looking to utilise this platform for their business would be too often check the built-in analytics to gauge how your content is performing. From there you can easily make informed decisions to tailor your message accordingly.
Great advice! Another insight from social media we learned comes from an out-of-the-box perspective. Because Facebook is so popular, what is the preference for platform access? Do clients prefer a computer, laptop or going mobile? These preferences can very well determine the presentation of your content. For example, video news content on mobile devices is commonly featured with large captions and an option for no audio. For the mobile user who may be quite literally on the go, the video then connects to them in the same way that it would for a user who is stationary. With the captions, there is no need for raising the volume or finding a quieter environment to concentrate because the content is tailored to their situation and therefore instantly digestible.
In December, we mentioned the value of overlooked communications that, while may feel technically dated, can still carry an impact. Examples of these communications include ‘Thank you’ notes and—it may seem a bit contrary to recommend handwritten communication, however, to assume all our clients who use social media and technology don’t enjoy a letter can be a mistake. Not to mention we’re honoring grandpa and grandma each time we sit down and handwrite a letter. Remember that you can always double check your clients profile page under the Customer Relationship Management feature for their contact info as well as any information you have recorded for them. We also encourage watching our online webinar: How to Become A Data-Driven Powerhouse, to ensure the best is being made of your EZFacility account.
You can also start an experience with members by communicating a follow-up. Follow up conversations have become somewhat prominent due to how fast communication has become so email is where to start. Our Email Marketing Tools has hundreds of templates to choose from. If you need a quick brush up on how to make use of email templates, please check our support guide here.
And if you are interested in keeping in touch more than often, the EZFacility Branded App could be your best step of all! A branded app permits clients the ability to have access to your business within their smartphone. With the help of our design team, we will help you visualize the brand identity of your business into an easily accessible app from the symbol to the layout colours. Bigger buttons? You got it! No social media or carousel images? Done and Done! We’re happy to help you sculpt the app to your liking.
Ah Self-service. It can be seen from car rentals, hotel check-ins, gas stations, grocery stores… The list goes on and it won’t stop anytime soon due to the popularity it serves for a pleasant consumer experience. As the saying goes, convenience is king, and with the time saved throughout our day-to-day lives it would benefit more to add Member Self-Service to your time-saving helpers tools. Member Self-Service grants client access that puts them first. They can book sessions, lessons, update their contact info, pay bills, view schedules and cancel appointments online. In addition, you have the power to define requirements for bookings and package classes as well as set restrictions for members with unremitting balances. You may even open self-service to the public—enabling a bigger market audience towards your business. It wouldn’t be self-serve if it didn’t serve both your client and yourself! We welcome you to take a tour of our newly improved feature in our support center.
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Recently, EZFacility received recognition as achieving the number 9 spot in Capterra’s Top 20 Most Popular Membership Management Software. If you’ve been to our company page, you already know that EZFacility started at a modest size and then grew to fantastic proportions thanks to hard work and a dedicated team which helped us earn this spot. To exemplify our appreciation, we shared content focusing one what best represents the success of our software: our client’s successes. On both Twitter and Facebook we shared precisely that and as seen, the act of showing rather than telling expresses a more visual representation of that success. When celebrating positive news, it’s great to make sure the presentation of the message is bright as the content itself!
Hashtags are a great way to be seen by both new people and potential clients. For newcomers to social media, a hashtag is a short phrase following the # symbol that identifies a social media post as a topic. For example, if someone were to post about how they met a goal of performing 100 push-ups a day, they may write a hashtag #PracticeMakesPerfect or #LifeGoals at the end to encapsulate the message of their post as a lesson of dedication. If a popular hashtag is used by a mass amount of users in the same time period, then the hashtag will trend and become visible for all users to see what’s trending on social media. It’s important to make sure a hashtag has some relevancy to the post and there’s no space between the text. If not, then the post will neither reach their targeted audience nor the maximum range of its audience. #HashtagsDoneRight
Content featuring surprises can gain quite a lot of attention. Think of the news headlines that read “You Won’t Believe This.” and “What You Hear Will Shock You”. These are sentences meant to grab your attention and while successful they are dramatic and we don’t want to turn authentic social media posts into that! Ideally, we would like to introduce intrigue to the presentation but not too much at the risk of oversaturating the content. One method is by making an announcement for your announcement. For example, we did a short tease post on social media about an upcoming blog post to be released in the afternoon. Note how we included a timestamp on when the reveal would be to keep audiences engaged. Using time effectively within a modest range gives the audience less of a burden to check back and less time to wait!
Spreading self-promotional material across your different social media account platforms is ideal but what’s better is to alter the content to fit the best practices of the social media account. One of the best references to find the style of each social media post is to look at examples from other accounts you follow (and that means competition as well!). Most pictures on Instagram have dynamic angles whereas photos on Facebook have a traditional ‘photo album’ appearance. Catering the presentation to your social media accounts will create for a significant impact for varying platform audiences.
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]]>Words and Phrases To Use On Social Media Posts: The Big Game, The Big Day, The Big Football Game, Pro Football Championship, American Football, The Game, Football Fun, etc.
A 30 second TV advertisement during the Super Bowl can cost as much as 5 million while videos shared on Facebook can cost a total of nothing. According to Salesforce, 73% of Super Bowl viewers use two devices while watching the game.This allows a wonderful opportunity to use Facebook and its many methods of post engagement, namely Facebook Live. By going candid, clients will be drawn in by a casual aura-and it doesn’t have to be a long video. It could be a 10-second clip of asking gym patrons for a cheer vote of their Pro Football Championship winner.
In a statistic run of Twitters activity, audience views during Super Bowl 50 were at 4.3 billion. One way to take advantage of Twitter during the game is through the rotation of play by play tweets known as live tweeting. Note that the The Big Day doesn’t have to be the main event of a live tweeting session, especially if you want to put your business directly in the spotlight and not beside it. Think Budweiser (Yes Really) According to a 2012 study from the American Veterinary Medical Association, 36.5 percent of the United States population own dogs. It’s possible Budweiser was aware of this when they added a puppy to their iconic Clydesdale in their latest commercial hit. (Fun fact: the Clydesdale was first introduced in 1933 during the end of the Prohibition Era as a method of transportation. As of this time, it is now recognized as a promotional symbol.) It’s important to recognize what Budweiser has done better than other businesses, and that is creating and maintaining a good business icon. The steps to establishing a mascot tend to be costly but with free-to-use social media platforms at your disposal, there’s nothing to lose when you put your pet on camera.
According to the National Retail Foundation, viewers of Super Bowl 50 spent an average of $82.19 on food, team apparel, and decorations. Another zero cost strategy would be to share a healthy game day recipe on social media. You can even take the project one leap further and post your own how-to video across Facebook and Twitter. If the content resonates with fans, use it for other popular events and holidays. (And congratulations by the way, you got yourself a theme going!) Contests One of the best ways to ensure client engagement on social media is by using the words “contest” or “prizes”. With some imaginative thinking, you can turn the next Big Game into an effortless marketing campaign for your business facility without giving up a single penny.
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]]>The following is a list of major “DON’Ts” to abide by in the digital space.
1. Sending automated twitter messages to new followers.
I know it’s hard to avoid the siren call of “automated” anything. Let’s face it, we don’t want to waste time individualizing each reply, but, believe me when I tell you it goes a long way. I can’t even tell you how many times I have received an automated reply that goes something like this:
“Thanks for the follow! Get my free e-book here!” or, “Follow me on Twitter, Instagram, Facebook etc., or my favorite, “How have you stayed motivated this week, download my blah blah blah.”
The point is, automated messages–no matter how witty and clever you think they are– give the impression that 1. I am just a number 2. You just want to clog my inbox with promotional materials instead of get to know me and my specific needs and 3. I am just not intelligent enough to realize this is an automated message and you don’t really care how motivated I was this week.
Key Takeaway: Automated messages are no beuno.
2. Grammatical Errors.
You may think it’s no big deal to make a mistake here or there, but if you think your followers aren’t judging you for each wrong use of “there”, “their”, and “they’re”, you’re dead wrong. Also consider your client demographic. Do you work in a high-end gym or boutique? If you do, grammatical errors can be extremely off-putting.
3. Responding to public negative feedback in a condescending or defensive manner.
Even if the feedback is completely untrue, responding in a kind, gracious manner makes you look really good. Getting into long-winded debates over what did or didn’t happen and what is or isn’t true not only leaves a sour taste in this complaintant’s mouth but also for your other followers and potential clients. Be the bigger man (or woman) and take this feedback as constructive criticism. It helps to think of complaints as gifts. For every person that voices a complaint, there are probably at least a dozen others with the same complaint who would rather leave than voice their concerns. Use this negative feedback as constructive criticism to improve on and build your brand and business.
4. Not having a “like” or “follow” button on your business website.
Do we even need to explain?
5. Not taking interview requests.
Interviews are a fantastic way to promote your business! Always say yes and always respond in a timely fashion. Even if the publication asking for an interview isn’t industry-specific, you are still reaching a variety of audiences and the more your brand is out there circulating, the more publicity and attention your business will get. Plus, while the interviewer may be from a smaller publication now, that doesn’t mean they will stay that way forever! And, on the same note, when the press publishes nice things about you, make sure to acknowledge them in a gracious manner. Keep that positive rapport going to capitalize on possible future feature pieces.
6. Not responding to tweets/posts/comments from people who are NOT followers.
This an opportunity to build a relationship with non-clients. Interact with these users, educate them about your brand and mission (without shoving it in their face) and eventually they just may become clients.
7. Failure to acknowledge bloggers/publications in your local area.
Follow them, repost their relevant content, like the heck out of their posts and invite them to participate in events and social functions at your facility. Start small and target local channels before attempting to step into the big leagues.
8. Having no social media presence at all.
This should go without saying—especially in a world where almost everyone is online and on some form of digital platform. The benefits of promoting your brand on these different channels is astronomical and should NOT be ignored. This is the easiest way to tap into a myriad of audiences from different demographics. While you’re at it, start up a blog too and develop a consistent schedule so subscribers know what to expect each week.
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]]>With any social media/marketing campaign, knowing your target audience is the key to success. How does one identify their target audience? As a small business, look at your local neighborhood. Is the facility located in a baby boomer community? Middle class? Or is most of the population between the ages of 20-35? Different images and messages should be marketed to each segment.
When marketing to Generation Y and/or younger age groups, social media is woven into every aspect of life, making it possible to reach them through various channels. This generation is all about doing research before committing to something new. So, pay attention to the fitness trends! A recent study from Sporting Goods Manufacturers Association (SGMA) indicated a rising interest in group classes among this segment. Highlight group programs by posting videos of your kickboxing, aerobics or group Zumba classes. Use hashtags to make content more searchable!
It’s not enough to strive for “likes” on posts; the conversation must continue. Actively engage with customers and require actions. Ask them to like a post, retweet, add a comment, subscribe, or share a video. Use these opportunities to offer promotions. Maybe a certain number of “likes” or shares will result in a free group class. This opens the conversation to your client’s friends, and social circles.
Social media creates constant communication between you and clients. Strive to build a relationship through feedback. Feedback is a two-way street; it’s important to respond to both negative and positive feedback-whether on Twitter, Facebook or your own personal website. Post client success stories to demonstrate your brand’s personal relationship with clients and programs with REAL results. If clients feel heard and respected, they’ll WANT to share your content and message, often times resulting in new lead and member acquisition.
Develop a schedule for posting content and be consistent. Encourage clients to get an early workout in Sunday Mornings at 8am to start the day off with a bang. Or, post “free” information once a week such as, “10 steps to a healthier heart”. Remind clients that your facility cares about them even outside the gym walls.
Social Media platforms measure your reach (followers), traffic (visitors), leads from referral sites, customers, and conversion rates. Utilize these metrics to identify what is working and what isn’t. For example, you can determine if promotions offered on Tuesdays at 12pm are more effective than Fridays at 12pm.
Identify, Engage, Develop and Measure to begin growing your small business. These days, you would be hard-pressed to find a successful business NOT using social media to expand their client base.
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]]>Before you do anything social media related, you need to start from square one — which is building a foundation. The first step towards building a social media infrastructure is choosing the right social networks: Facebook and Twitter. These platforms both have well over 300 million monthly active users, giving them the largest demographic and making them the most popular among all social networks. To get the maximum benefit of these networks, you need to optimise your bio and visuals. The ideal bio will include a clear and concise description of your company and its URL. The visuals should include an awesome logo that is on both the profile picture and background image; this will further increase brand association. A fully optimised profile will allow customers, who are researching your industry, to see who you are and what you’re all about. Laying a sturdy foundation is just the first step to creating a social media empire. Now let’s give the industry something to buzz about and discuss the art of posting.
The secret to any successful social media page —first-rate content. Creating quality posts is vital; it gives followers a reason to come back to your page(s) and an opportunity for potential new fans to discover and follow your organization. What specifically will make people return to your social media accounts and gain new followers? One thing all humans have in common, besides being human, is they experience conflict; which is why many people are attracted to material that pertains to their particular issue(s). For instance, let’s say you’re the owner of a gym whose members are mostly men in their late 50’s and are having troubling lowering their cholesterol. To help your members combat their problem, find and post educational information about the topic; this could include an article on the “10 Best Ways to Lower Your Cholesterol” or a video on the “7 Best Heart Healthy Exercises”. Not only are you helping your clients, but you’re demonstrating an expertise within the field. Content like this will have people raving about you and will aid in building your social media presence. Let’s strengthen that presence even further by getting social.
Social media is more than a publishing tool, it’s an engagement tool. The conversation aspect is what makes social media unique, which is why Facebook and Twitter have made it easy with their internal search functions. However, there are also outside search platforms such as www.buzzsumo.com— a website that makes it quick and easy to discover relevant industry content and influencers. Identifying and communicating with well-known industry bloggers is essential to expanding your social circle and gaining some serious social clout. When it comes to an interaction strategy think beyond just industry thought leaders, and stay open to finding industry groups and getting involved with their circle. Last but not least, make sure you’re engaging followers with thought provoking questions and discussions; it will add value to your page(s) and keep followers hungry for more. The more interacting you do, the more of a name you will be making for yourself. Get involved and let your presence be felt.
Start from the beginning and optimise your profiles so people will have no question about who you are and what you stand for. Next, tackle the posting beast to show people what industry knowledge you bring to the table. Finally, use social media for its purpose—to communicate and share ideas with others. Rome wasn’t built in a day and neither will your social media empire be. Although it might take time and patience, in the end it will all be worthwhile as you see the tweets fly-in and the likes accumulate.
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