#010: Facebook Retargeting to Boost Membership
For our inaugural Gymwright Facebook Live Q&A, we talked to fitness marketing expert William Albritton about how to layer your marketing strategy by creating content videos to retarget your Facebook audience. Members of The Network, by Gymwright, can watch the recorded session here.
Table of Contents
- 0:49 – Relationship-building through retargeting techniques
- 3:10 – The Salesmen vs. the Appropriate Humans
- 5:49 – Take that model on Facebook, and make it scalable with a content video
- 10:00 – Retargeting your viewers
- 11:40 – Great marketing campaigns are layered
- 14:30 – Getting started on your retargeting campaign
- 15:26 – Facebook Ads Manager for the win
- 16:20 – Technical needs for your content video
- 17:46 – William answers questions from viewers
0:49 – Relationship-Building Through Retargeting Techniques
In this session, William addresses one of the most pressing issues for gym marketing: how to get people to warm up to you before they ever walk into your gym. It’s not going to happen if you’re super-salesy. You’ll use your authentic voice and personality.
3:10 – The Salesmen vs. the Appropriate Humans
We all know those people who are trying to make you book an appointment at their [fill in the blank] office every time there’s even a hint of an opening. And most of us avoid those people. Dude, we’re just trying to [work out/talk to our friends/order our food/whatever] right now; we don’t want to be sold on your [pyramid scheme/healing practice/at-home cosmetics service/fabulous new religion] right now.
William recently got snuck an effective non-pitch from a financial advisor he met at a party — the dude just happened to be talking to him about the concept of financial planning, generally, in a helpful way that was appropriate to their setting, without even mentioning it was a service he provides. William, about a week later, realized it’s time for him to find a financial advisor for his family, and happened to see a billboard for that helpful guy he met at that party. That guy is William’s new financial advisor. (Moral of the story: Be an appropriate human.)
5:49 – Take that model on Facebook, and make it scalable with a content video
Create a video that gives free value, that helps out people, and does no selling.
- Example: A “Shop the Perimeter” grocery-shopping video with your coach, as an engaging way to teach nutrition. The “ask” at the end is just, “If you have any questions, feel free to reach out.” No “and come on into our gym.”
- Example: William’s gym recently got 25,000 views in a small, local area for a video about the healthier drinks at a bar close to their box. It’s a great way to bolster neighboring businesses and showcase that you’re an expert in the community. It warms people up before they even show up.
10:00 – Retargeting Your Viewers:
Facebook makes a list of all the people who watched your video. Then you can find them and send them an ad to, for example, come in for a free trial.
- This works as both an extra tool for the people who went to your website to watch the video, and as a way to go out and find new people (by sending them out to everyone in your community who lists “fitness” as an interest, for example).
11:40 – Great Marketing Campaigns are Layered
- Layering is part of an overall strategy
- You can use two sets of video ads: The first to find people, the second to further engage them and get them one layer deeper.
- The first video is the first step in creating a good, layered marketing campaign
- The old-school version of this type of marketing is email retargeting. But people have largely become immune to that as a first layer.
14:30 – Getting Started on Your Retargeting Campaign
How to Use Power Editor
Watch this explainer video (about 30 minutes long) that William made you about how to use Power Editor.
How to Retarget Ads
Then, watch this video (about 5 minutes long) William made about how to retarget to those who watched the content video you created.
15:26 – Facebook Ads Manager
Facebook has three tools that let you run ads, but you only need one of them for your retargeting strategy.
- Don’t use Boost Post for this — it doesn’t fit into a layered marketing strategy.
- Power Editor will be fully incorporated into Ads Manager soon, so that means just…
- Use Ads Manager! (Don’t worry — those Power Editor features you learned in the video above are applicable here, too.)
16:20 – Technical Needs for Your Content Video
- You can do it all with an iPhone 7 or something similar. You don’t need a videographer, but try to get someone who knows what they’re doing.
- Get the light set up so people can see you.
- Above all, make sure the sound is good. People won’t fight to watch it.
- If you’re not bringing on a videographer, make sure you have a lapel mic and a tripod.
17:46 – William Answers Questions from Viewers
From Meg Herman: Can you explain why Boost Post is not a good strategy?
For this session, we’re talking about setting up an overall strategy, rather than seeing a good post on our page and randomly deciding to spend $10 to amplify it with Boost Post. It’s not that Boost Post isn’t good for anything; it’s just that it isn’t good for a layered retargeting plan. It doesn’t allow you to do much, and you can’t manage ads through Boost Post. It’s good as a supplement if, say, you’ve posted a really good picture of your gym and just want everyone to see it.
19:42 – from Chandler Davis: How long do you jab before the right hook?
What Chandler’s referring to here is Gary Vaynerchuk’s book, Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World. Organic posts are your jabs. Fill your page with valuable content, funny memes, behind-the-scenes videos and customer success stories, then throw the right hook with an offer.
So how far apart should you time those right hooks? For big offers, use those sparingly — 90 days to six months apart. Your audience needs time to forget about them, or it devalues your premium product.
But for your smaller regular offers, like your free first sessions, can be offered frequently.
23:59 – from Kyle Turner: What resources do you suggest for people totally new to marketing?
William recommends these two books:
William recommends this marketing book not just for marketing, but for your whole business (and even life).
- The 22 Immutable Laws of Marketing by Al Ries and Jack Trout
This is a book that’s been around for a while, and it contains great fundamentals.
What About Creative Design?
- Canva has been recommended by other Gymwright Network members, and William endorses this as a tool for starting out in graphic design and layouts
- For now, legit just Google “how to take good videos” and “how to take good pictures.” Don’t overcomplicate it. Just be smart about who you’re featuring in your photos and try to keep your design clean.
27:40 – from Crystal Kliegl: Should you use the same time intervals between “right hooks” for both internal and external marketing?
Make sure you have a private group for your members/internal marketing. Markus recommends keeping the right hooks fewer and farther between with your internal customers, because you don’t want to lose their trust. They’ll want information about what you’re doing much more frequently than the public, but save those big upsell offers for really major events and programs.
31:00 – from Jeremy Illenberger: For beginners, how many hours of the work week should go to learning, practicing, and launching marketing efforts?
Carve out 2-3 hours every week to read the books recommended above, as a start. It’s important to work in big blocks whenever possible, rather than trying to fit the work in here and there. You’ll get so much more done if you schedule dedicated time.
Markus likes to carve out 3- or 4-hour blocks every week for this, and to spend the first 45 minutes or so reading about best practices. He spends the remainder of the window implementing them.
32:55 – from Abigail Illenberger: What are some ideas for how to market an upcoming event that hasn’t generated the kind of interest you “want?”
How to market an event:
- Pre-promotion: Start by putting it in the newsletter and on the whiteboard, and have your coaches introduce it in their own style before every class for a 1-2 week period. Get it up on the Facebook page.
- Intra-promotion: Take tons of pictures of the event going live, and put up live on your Instagram stories. Be conscientious about what pictures are going to happen. Assign someone to take pictures and tell them, for example, “Make sure your camera’s in landscape mode and take a group picture at the beginning, a picture of the event in full swing,” and so on.
- Post-promotion: Within 24 hours, put the best ones up on Facebook and tag the people in the photos, showing people that the event was AWESOME and that they missed out by not being there. Put those pictures as a collage in the newsletter, and re-post the pics later for #throwbackthursday.
38:15 – Set yourself up for success:
- Spend the next four weeks or so working on this.
- Come up with five content videos, and roll them out.
- Six weeks later, re-post them.
39:30 – from Jason Fernandez: How much would you recommend outsourcing your FB/IG ads over doing them yourself?
“We either have time or money, and we have to spend one.” You should at least be taking your own photos and doing your own content videos: That needs to be you and your coaches. Just hire a videographer, if you don’t have someone on-hand. But you can do it all yourself. Make sure you at least do it all yourself through one cycle, even if you have the resources to contract it out. You need to know what goes into it. After that, by all means, hire someone to run your Facebook Ads if you want to.
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We’ll be doing this every week, so stay tuned for more in The Network. Meanwhile, if you have any questions about what we covered today, let us know in the comments!