It’s so easy to get distracted on what to do with your social media accounts. With all the “Facebook ninja tricks” and “secret conversion methods” that get promoted out there, it’s not wonder so many fit pros get lost on where to start.
But when you step back and look at your social media plan on a whole, there really is only one place to start to have success on social media for personal trainers. And that’s creating a content calendar for what you’re putting out.
There are a number of reasons why it’s important to create your content calendar, but I’m going to give you the two biggest ones.
1. You’ll actually be putting out a consistent message, which allows your prospects to understand what you and your business are about. And hopefully whether it’s the right one for them.
You may not think that you have much to share, but I can assure you that even if you never learned another things for the rest of your life, you’ll still not be able to share everything you know. And whether you realise it or not, there are people out there literally dying to meet you. You could be the one person who will help them get off the anti-depressants, or make them feel good about themselves, or actually help them lose weight for the first time in their lives.
Pretty deep, I know, but that is the real power behind social media. But this only happens when you are able to communicate what you’re all about.
2. When you think through your marketing via social media, you’ll actually get new clients from it. If you’re anything like me, you want to help as many people as you can, but at the end of the day you have to put food on the table. So you need to be generating new clients from the time you spend on marketing. And yes, that’s what social media is.
If you think through what programs you have coming up and can preframe it with thought out content, you’ll get fans and followers actually contacting you. But this doesn’t happen for most fit pros because they just reactively post random things. How many times have you thought, you man I haven’t posted on Facebook today, better throw something up. If you haven’t, then well done. But you’d be surprised how many fit pros do this.
Now before you real off 101 reasons why you don’t have time to do this, let me share with you some of my best strategies that will allow you to.
First off you need to figure out what social media channels you’re going to focus your time on developing. I typically recommend that you start with 2, build some momentum and a following before adding any more social channels.
So how do you determine which ones to focus on? That’s simple, it’s where your prospects hang out. I would highly recommend that Facebook be one of them because of their in depth advertising platform, but that’s for another article.
If you’re unsure what social network you prospects are active on check out these usage graphs for 2015:
Once you’ve picked your 2 main social channels it’s time to figure out what you’re going to post. This is where most fit pros get stumped, but it’s really not the hard. I’m going to give you a way to plan out your content for all 4 major platforms, but I’m also going to give you some additional platform specific tips as well.
I find the best place to start is with your Facebook page, and I like people to pick a topic or theme for each day. This will not only help you save a ton of time creating the content, but also give your posts some consistency.
Here is a list of some idea’s:
- Motivational Quote
- Healthy Recipe
- Training Tip
- Exercise of the Week
- True or False
- Throwback Thursday
- Testimonial Video
- Client Appreciation/Shout Out
- Food Fact
- Blog post
- In Action Workout Video
- Upcoming Events
- Session Action Shot
- Success Story
- Time Management Tip
- This, This or That (ex. Squats, Deadlifts or Lunges?)
- Yoga Pose of the Week
- Stretch of the Week
- Humpday Humour
- Photobomb Friday (my personal favourite)
- Did You Know
You can even use a tool like PostPlanner to help you find the most viral social media content to use on your own platforms.
So as you can see the possibilities are endless. Two things you really want to think about when picking your different themes are what will my fans find helpful and what can I share to help my fans get better results. But don’t forget to make sure that you allow for posts that let your fans see your clients success, along with your personal side. No one wants to deal with a corporate social media page.
A couple of other things that you will want to write out before you start creating your content is a list of any upcoming events, programs or announcements that you will want to promote. So if you have a new fat loss program coming up you may want to talk about “fat loss tips” leading up to announcing the program to get people thinking about it.
You’ll also want to make a list of any upcoming holidays or events coming up that you can use on your social channels. Things like the Superbowl or the Academy Awards could make for some very engaging posts for your followers.
Now once you’ve figured out a topic or theme for each day, set aside some time at the start of the week or month to create your content. Personally, if you struggle with time management then I highly suggest you do this monthly. This way you can power through and create 4 posts for each topic/theme and have a whole months worth of content in 30-90 minutes.
I usually recommend picking your topics/themes to create your Facebook posts, then from there see what you can repurpose for your other channels. Not all of it will work, but use what you can since a percentage of your fans will miss out on your posts each day.
Here is how I would repurpose your Facebook content:
For Twitter I would schedule and share a whole months worth of posts in a week, then share it weekly at different times each week. So each week you’d share all 4 motivational posts, and all 4 recipes, and on and on. Then the following week just switch up the order they get shared. I’m a big fan of Socialoomph for scheduling my Tweets, but you can also use Hootsuite or Buffer.
If you want to add more tweets to your schedule, I would make a huge list of motivational quotes, blog posts and recipes and just have these on a schedule to go out regularly. This will help bump up your feed. This is especially powerful for getting more eyeballs on your blog posts.
You could even go one step further and use a program called Sniply which allows you to have a clickable link pop up on the page you share which allows people to opt in to your list.
If you do have a blog, here is a super tip for your Twitter feed. Make a list of all your blog post URLs, then for each blog create 5-7 different tweets that include a link to the blog post. You can use Sniply or Bit.ly to shorten the link. Again, the more eyeballs you can get onto your site, the better. Especially if you’ve got your Facebook retargeting pixel set up on it!
For Instagram go in and create captivating images using Canva.com. This program will make you look like a photoshop pro and allows you to create images in the right dimensions for every social channel including Instagram (which is 800×800 in case you’re wondering). Again, not every theme may work directly with Instagram, but you can modify or just summarize what you’ve created for Facebook.
Now if you really want to share some time, create 7-12 different templates/layouts on a single page on Canva this way you can go back and re-use these templates over and over again. This also allows you to brand your Instagram artwork with similar text and colours so hopefully over time your fans recognize your posts. If you’ve not used Canva before this is probably a little confusing, but don’t worry because as soon as you try it, this will all make sense.
Pinterest – for Pinterest I would either create or add to one of your boards each week with 1-2 of your themes. This way will save you time, but also keep you from pulling your hair out.
Again, I would use Canva to create your images, and try to use the 7-12 templates over and over again. One thing you’ll want to do is to try to have as many pins as possible link back to your website or other social channels.
At this point you might be wondering how the heck will you keep track of all this. Well here is a screenshot of a simple Google Sheet that I’ve created for you:
It doesn’t have to be anything fancy, it just needs to work for you. So now that you know how to create your own content calendar, have a sample one you can start using, there’s no excuse to not start sharing great info with you followers. Remember, there are people out there who are dying to meet you, so get your message out there.