How To Use Social Media as a Fitness Professional

One thing that many people in the fitness industry need to focus on is really creating their own brand and personality that separates them from all the other fitness professionals in the industry. This really starts with creating a presence where your future clients are, and that’s online. I have worked with some small businesses and have been working on building my own brand as a yoga instructor and here are some tips and tricks I found from both my education in Public Relations and just going through all the trial and error of trying to build my own presence online.

  • The biggest thing is CONTENT: All other workshops and groups will stress this day in and day out! Content and giving your audience something they can use will not only show how credible you are as a source, but also give future clients an insight to how you work as a professional.
    • It’s OK to repost! If you follow someone with similar content feel free to repost that content, be sure to provide the source! This will generate people to your site or platform where you have like minded content.
    • Speak to your specific audience! If you have a specific population your are looking to access – talk to them! That’s what social media is about! Use words like Ladies! Guys! Fellow Grads! Etc. to show who your audience is and access them on a more intimate level.
  • Consistency/Frequency: When thinking about content make a calendar and be specific about your posting schedule: For example, I use for posting that every other day I am using quotes to emphasize my blog topic or podcast topic to keep reinforcing my audience to go back to the podcast or blog post to drive people to continue to view my site and maybe collect people I may have missed on the weekend! This also gives some uniformity to my sites because visually there are positive messages between images of yoga poses, nutrition, etc.
    • More on the posting schedule: You do NOT need to post every day! (woah, did I just say that?) There are a lot of analytics out there that say even 1x a day (depending on the platform is enough) Your audience doesn’t need to know the 3 meals and 2 workouts you did each and every day, nor do they really want to! If one day you are focusing on nutrition, post one great meal and give a recipe! If it’s a leg workout, maybe doing a quick video with modifications and going live to show key portions of your workout will be enough to show quality content without just force feeding. No one likes the person who lives on their social media and shows everything!
    • The key to a great platform is trying to be consistent – your followers will know you for your content and know what to expect each day and will look forward to those nuggets of wisdom only you can offer!
    • Personal tip: I set on my to do list a posting schedule and try to set alarms catered to the schedule based on when I know my followers will be on. I do this without using an organized platform like Hootsuite, but you can definitely look into these automated posting websites that will help relieve some of the hassle of trying to make your posts on a deadline!
  • Make your profiles “business” profiles: this mostly is catered to Instagram, but this allows you to look up analytics to see who you are accessing, how many people you are accessing, and even location. These insights allow you to really hone in to who you are reaching out and maybe seeing what areas you need to focus on.
    • age group: try to keep content within the age group of your niche and do some look as to what content that age group wants.
    • location: use the location tab and incorporate location of your business to get people looking at local businesses to find you!
Screenshot of my insights from Instagram
  • Hashtags: USE them! You are allowed to use 30 hashtags per post, I recommend using them as a comment after the post so it’s not in the forefront of what your audience sees, but use them to drag people to your content.
    • I personally like: All Hashtag they generate for you the top 30 hashtags based on the word you use and you are able to just copy paste into a comment! You’re also able to see analytics as to how well certain hashtags are doing if you want to get super techy with your marketing!
  • Know how your audience functions and when they are looking for you!: Look up peak times that people view certain posts on social media. Also what platforms are they on?
    • Don’t waste your time!: This is the time to really find your audience and post during those times where you know people are searching for that content. Typically this is around lunch or after work in the evening. If you are posting at 6 am and there’s no one watching, what good will that do? Here’s a great review of times for social media on SocialSprout!
    • Pick a/a few platforms: you don’t need to be on ALL the platforms, and all the time! If you know your audience research where to bring your focus on. Also have a feel for different types of platforms. If your jam is on Facebook and creating Facebook content focus on that and maybe start to play with another social media platform that is more evident for your age group.
      • 22+ : Facebook still highly ranked with Instagram coming in close second. If you have a high visual content you may want to play with both but bring your focus to Insta. Pinterest is also emphasized for clients over 50 because it allows them for more searchable content.
      • <22: Snapchat is growing and Facebook users are steadily declining. Recommend access through more visual social media platforms due to need for high quality visual content with this age group.
      • Source: Business Insider
  • Be SOCIAL: Don’t just respond with emojis, actually respond to people, reach out to similar profiles and businesses and connect.
    • Follow like businesses and profiles: When I mentioned this to a small business there was a lot of hesitation, and I get it, why would you like and share content so similar to you, wouldn’t people go shop or take their business there? There is power in creating a network of like-minded business people. You support each other! Sharing each other’s content creates a broader outreach which means more clients to all! It also gives you insights as to what is working within your niche or field and what is not. This helps you for content creation as well!
    • My personal rule of thumb: as you are scrolling through content, which we all do almost every min of the day, like but also comment on one post (be sincere and add more than an emoji!). Who knows, you may spark a convo which brings people to your profile for more?!
  • Set a call to action!: People want to be involved with social media, so why not involve them? Ask them what areas they want to focus on when it comes to working out, ask what your peak yoga pose should be in the class. Ask questions and engage with people will also allow you to show your personality and get people to trust and want to work with you.
    • Personal Tip: I try once every two weeks to incorporate those yoga students who follow me in their classes by asking which peak pose they want. I put the question as either a choice between 2 or 4 different poses. Or, I will ask between two areas of focus (i.e hip openers vs inversions). This allows you to create a personal relationship with your audience and when they see you in class it shows you are actively listening and engaging with them. It’s a nice special touch.

I hope these tips help! Use these steps to get started on making a more uniformed and professional looking profile that will allow you to grow your personal business/fitness personality!

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