Okay, you’re stuck. You’ve tried to handle your clinic or gym social media but can’t seem to have that breakthrough.
When it comes to social media, people who feel stuck either fall into one of these 2 categories:
- You overthink about the strategy then take no action
- You don’t have a strategy and wonder why you don’t see results
In this guide, you’ll learn how a proper social media strategy should look like, and how we create it for our clients to get results.
Who Is This Social Media Strategy Guide For?
Whether your goals are to increase the number of clients for your gym, physiotherapy or chiropractic clinic, or even getting more eCommerce sales for your health product, social media IS relevant and this guide will definitely help you with it.
Our agency specialise in working with health and fitness SMEs in Singapore such as Physiotherapists, Chiropractors, Osteopaths, Podiatrists. We also help fitness gyms, and yoga and fitness studios. Apart from the service line of the health and fitness industry, we also extend our arm to health and fitness product-based businesses such as fitness apparel, health foods, and gym equipment.
Hold up… don’t see your business in that paragraph?
Don’t worry – we also work with other industry businesses in the B2B & B2C sectors too. And they all saw good results.
Here’s the rundown for this social media strategy guide:
1) What is a Social Media Strategy?
2) Common Mistakes Make Creating A Social Media Strategy
3) Components of a Kick-Ass Social Media Strategy
What Is A Social Media Strategy?
A social media strategy is a concise outline of all your goals for your social media efforts and how you plan to achieve them. It’s meant to guide your efforts and let you look back to know whether you’re succeeding or failing. The more specific your plan is, the more effective it will be.
Common Mistakes When Creating A Social Media Strategy
1. Overcomplicate things + have multiple strategies
If you search on Google how to create a social media strategy, some sites will tell you that you should have 2 social media strategies. One acts as the overarching one that sets the tone for all your platforms (Facebook, Instagram, YouTube, Pinterest, Twitter, LinkedIn, etc.). And the other as a strategy for EACH of these platforms you’re active on.
This is true. It makes sense to have a different strategy for different platforms.
However, if you are just getting started, from our experience, you don’t need an overview strategy. It like that document that people usually just ignore. So what we do is to just include the components in the overview strategy into each of the strategies of the social media platforms.
There is no fixed or correct way to do this as long as you have the key information and how-tos nailed into a document that concise for anyone to understand.
2. Have no strategy at all
At the other end of the spectrum, we have people who just post on their business’ social media profiles like it’s their personal account.
Content quality is poor. Blurry images/videos, lacking in branding, unclear purpose, only trying to sell, sell, sell, the image doesn’t fit the platform’s dimensions and other grave mistakes… I could go on.
At the end of the day, they don’t know what results from they are getting or not getting because all the components of a proper social media strategy are missing.
3. Thinking all platforms have the same strategy
Tying back to the first mistake, different social media platforms have different strategies. The differences could be very drastic or just minor nuances that make a difference.
Why? You’ll understand the reasons after understanding the components of a sound and results-driven social media strategy below.
Components of A Kick-Ass Social Media Strategy
Here are the 5 key questions that you need to answer in order when creating a social media strategy for your health and fitness business.
- Why do you want to be on social media?
- Who is your target audience?
- Where are you going to share?
- What are you going to share?
- When are you going to share?
1) Why do you want to be on social media?
This question is to help you set your goals for your social media efforts.
Here are some of the goals that you can consider:
- Increase brand awareness
- Drive traffic to your website
- Generate new leads
- Grow revenue (by increasing signups or sales)
- Boost brand engagement
- Build a community around your business
Many businesses tend to desire to get more brand awareness, thinking that this will increase their bottom-line.
Yes and no.
Yes – more people know about you, more people to buy from you.
No – when it comes to organic social media growth (or what we call it: Social Media Management), brand awareness is a rather broad goal as almost every effort will contribute to an increase in brand awareness. Metrics to measure brand awareness would be the number of followers, engagement rates, and views.
When it comes to paid social media advertisement (Social Media Marketing), brand awareness social media advertising campaigns basically just show your ads to as many people and generate impressions in volume but do you get leads or sales from it? Not much.
Brands that run brand awareness campaigns are usually top-line fashion brands such as Gucci. Where you see the ads and you don’t really know what to do with it. All you do is remember their name and their ads. But that’s what they want. If you want leads and sales, then “brand awareness” itself isn’t really what you want.
The key is to ask yourself what do you really want from brand awareness? Is it to build a name? Or to get more leads/sales?
Pick one or a few more goals based on how much social media marketing budget and manpower you have. Be realistic with your marketing goals like how you teach your clients to be realistic with their health goals!
2) Who is your target audience?
Call it a persona, sales avatar, customer profile, target audience – they are all the same with each other.
With a clear target audience in mind, you will know how your marketing message and content should be like.
This also helps to be more precise with the content that you put out where it is relevant and impactful especially to your target audience.
You can have more than just one target audience but the more niche you are, the better.
3) Where are you going to share?
Now that you know your target audience, you’ll know which social media platforms they’d be active on to consume your content.
It is highly advised to start off with just 1-3 (max). Then scale only when you can be sure that quality does not get compromised in doing so.
4) What are you going to share?
With your target audience in mind, what questions do they have that you can help with? What are they excited about and interested in about your products or brand? What will be of value to them?
It takes time to understand and refine this. An experienced social media strategist and manager will be able to get a stronger sense and make better decisions with speed and precision.
5) When are you going to share?
Would you post when you know your target audience is busy with back to back meetings? Nope.
How about when they are sleeping? Of course not.
Does posting when they are commuting to work on public transport sound good? Yeah!
Or when they are at home at night and chilling? Of course!
This makes enough sense to get you started. Once you have sufficient data and insights, you can base your decisions on that instead of just instinct and logic.
Want Us To Create A Unique Social Media Strategy For Your Clinic or Gym in Singapore?
Schedule a discovery call with me (Jamie) so that I can understand your business and help you reach your marketing goals!