Why did you start your Facebook page? Did you start it to help people in your community become aware of your business? Or did you want to show off to your friends in the industry? (That may be harsh — but I really want you to think about what you’re posting). I totally get that when you start your FB page — you invite all your friends to like it so that people see you have “likes”. It gives you credibility. But when it comes to your daily posts — you have to assume that you are talking to your ideal client because that’s why you started your page. To get more clients.
Someone said to me last week — that her friends that were studio owners shared her posts — and I asked her — how many new clients she got from those shares. She figured out there might be a better approach immediately. If the purpose of your Facebook page is to create local awareness and appeal to your ideal client — make sure your posts reflect that. Mention your studio philosophy. Put your website on every single picture. Vary your posts. Don’t sell, talk and educate. Connect with people. Don’t be afraid to post a free 5 minute video, because if people try it and it works, they’ll want more and they’ll come back to you. It’s great if your Pilates friends share your posts — engagement always helps with the Facebook algorithm and getting your post to more people – but make sure that your goal is to connect with potential clients within 15 miles (or less) of your studio, and help them learn about Pilates and feel comfortable contacting you!
I totally get that as a Pilates studio owner/instructor – you are proud of your clients as they progress, and you want to post pictures of them doing advanced exercises. That’s ok — as long as you explain to those ideal clients that might be seeing that post — that it wasn’t an exercise you expect beginners to do, and that you’re proud of that client for making that exercise their goal, and consistently working on it for months in order to do it! I saw a hashtag the other day called #advancedPilatesexercise and the post pointed out that the client doing the exercise couldn’t imagine doing it when she started Pilates! That shows people that it’s possible, not that they can’t do it!
On the flip side, if you’re continually posting advanced exercises like snake on the reformer, or control balance on the mat, or monkey on the tower — ideal clients will probably run the other way saying “I could never do that”. You need to empower them to try.
How do you eat an elephant? One bite at a time. How do you learn to do Pilates advanced exercises? One Pilates session at a time. But your ideal clients won’t know that unless you show them that in your posts!
If your ideal client happens upon your Facebook Page — and starts scrolling thru the feed — what will they see? Will they see people “like them” in the pictures? Will they get encouragement for actually stepping inside a new workout facility? Will they see a bunch of younger teachers with amazing bodies and expensive workout wear that they have trouble relating to? As that couch potato that went thru all kinds of emotional things before starting Pilates, I can tell you that 99% of the time, I would assume that I wouldn’t relate to an instructor that looked “perfect” in any pictures I found. I have curves, I am over 60 years old, and when I started Pilates, I wanted to wear a tee shirt that was 3 sizes too big! Your Facebook posts have to appeal to the people that you have identified as your ideal client — you know — those that “need” Pilates!
I’ve seen this graphic on a lot of FB pages. If your ideal client is an elite athlete — I think this is a great post. If your ideal client is a person over 40, who wants to age gracefull, maybe ease some aches and pains — you’re saying
- Pilates is hard to learn to do right
- Pilates will hurt if you do it right. I know it doesn’t say hurt — but that’s what i think of when muscles are on fire.
Look at everything it through your “ideal client filter” Your Facebook posts have to meet that ideal client where they are, and get them thinking about walking thru your front door!
Need tips on how to apply your “ideal client filter” to your studio’s goals and location? Make an appointment with Becky and she’ll help you with an action plan to reaching your ideal client on Facebook.