If your social media strategy is making you feel exhausted, you’re not alone. Regardless of whether you are a “personal brand,” or you run a full-scale fitness business, knowing how to market yourself on social media platforms is critical.

But wait, didn’t you get into the fitness industry to lead classes and design programs? Who has time to decipher the ins and outs of digital marketing? If you can’t afford to pay someone to handle the daily posting grind, it’s up to you to create a strategy that works but that doesn’t leave you completely drained and unable to do your main job.

Thomas Drew, co-founder and president, 1AND1Life, New York, knows what it’s like to be a wellness entrepreneur who struggles to ride the ever-changing algorithm waves of Facebook, Instagram, TikTok and more. Drew spoke at BOLD 2021, the Mind-Body Conference, held in San Diego, September 2, 2021, about how to stay centered and thrive while unlocking social media best practices. His presentation, Social Media: Mastering the Game without Sacrificing your Mental Health, was a concentrated gold mine of useful tips. Drew shared his top tips and insights for sane social media management.

Social media is more than a communication channel. Before reviewing your current methods, understand that, first and foremost, “it is not just about content,” according to Drew. “it’s much bigger than that, and it’s important to understand this before you implement any strategy. People use social media to figure out your brand, to learn tips and tricks, to find out what other consumers are talking about, and much more.”

Drew shared the following data:
* 91% of executives anticipate that their social media budget will increase over the next 3 years.

* 85% of executive report that social data will be the primary source of business intelligence moving forward.

* 90% of consumers are more willing to buy from a brand and 77% will choose a brand over a competitor after a positive experience on social media.

Bottom line: If you haven’t already, invest in social media marketing and make it a central part of your promotional strategy.

Choose the best platform for your brand. Drew cautions against creating your content before you’ve researched the right platform for your target market. He offered a three-part strategy:

  1. Identify where your target audience’s attention is and create posts that engage them.
  2. Learn the language and nuances of the platform(s) your target audience frequents.
  3. Study your target’s wants, needs, desires and pain points and create a content strategy that gives them value while allowing them to feel understood. “Satisfying your business objectives comes second,” said Drew.

Bottom line: Don’t waste your time on LinkedIn if your target audience is Generation Y. Try TikTok or Instagram.

Create personal and professional boundaries. Develop a plan and be consistent. It’s important to post often, but it can be time-consuming. Invest in a social media posting planner such as Buffer, HootSuite or Loomly to make it easier, and to consolidate your accounts and calendars. If you find yourself getting burned out, pay attention.

“The ‘always on’ nature of social media is a real challenge,” says Drew, whose company focuses on mental health and wellness performance. “Focus on what’s working. Prioritize emotional intelligence and create systems that can be automated. Block your time and step away from posting when you discover your content isn’t hitting the mark. Take time to regroup.”

Another tip is to post user-generated content. Find raving fans and repost, with their permission.

Bottom line: Invest in systems so that you can step away for self-care.

Drew emphasized the importance of offering real value so that you create customers for life. “Prioritize value over selling. Create all content with a purpose and focus on video, video, video. Great content drives action.”

See also: The Secret to Social Media Success

 

Social Media Management for Fitness Professionals

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