Weighing up the benefits of social media marketing
Photo by Karsten Winegeart on Unsplash
Today, there are approximately 4.62 billion social media users in the world. Just take a minute to digest that.
A new Digital 2022 Global Overview Report published in partnership with Hootsuite and We Are Social shows that in the last year alone, social media users increased by 10.1%.
Taking those figures into account, it's easy to see why last year almost a third of the total global digital ad spend came from social media - 33.1%.
From the above mind-boggling figures it could be argued that if your business is not using social media channels you're just not in the game. And, when it comes to the fitness industry especially, social media marketing is essential to both survive and thrive.
So, what are some of the benefits?
Increased brand recognition - This facet of social media marketing can be seen through two lenses, a benefit for brand recognition to existing customers, and potential ones. Social media channels should be seen as another voice for your brand, another way to speak to clients, customers, service users, but also would be customers.
Using social media marketing can increase the possibility of a stranger stumbling across your content in a newsfeed, or an existing customer becoming more familiar with your offerings and as a result more likely to return as a repeat customer.
Improved brand loyalty - In his post The Top 10 Benefits of Social Media Marketing digital marketing and blockchain expert, Lou Milondzo references a study by Texas Tech University. The study reports that brands who engage on social media channels enjoy higher loyalty from their customers.
With an already crowded space within the fitness industry, increasing brand loyalty is key. Also, by increasing brand loyalty through a comprehensive social media marketing campaign a fitness brand, business or service can convert customers into brand ambassadors or advocates.
More opportunities to convert - The more eyeballs you can get on your content, the better chance you have of converting those eyeballs into sales.
Each post on social media could possibly turn into a new customer. Every blog post, image, video, or comment you create or share there is then a possibility for someone to react. Each reaction could turn into a site visit and, bingo, an eventual conversion.
Considering the fitness industry landscape, so rich in content from video - recorded classes, blogs on form, nutrition, and platforms such as Instagram and YouTube lending itself to promote your fitness business visually, it is a no-brainer to turn these opportunities into possible conversions.
The list of benefits are endless, and, this blog only scratches the surface.
For more insights into the benefits of social media marketing for your fitness business read more on the main page.
Thanks for stopping by!
Ciara G
Wow Ciara, great article! The figure 4.62 BILLION stayed with me throughout reading your blog post and it definitely in itself is a reason to be using social media as part of a marketing strategy. The more "eyeballs" as you say the more likely you are to get conversions - this is very important for small businesses to note as how are you to meant to make money if nobody knows your product or service is out there! so its all about building that brand awareness, creating that following and then the conversions will follow! Great, the secret to success is out of the bag ! Thanks for sharing.
ReplyDeleteAnother great post, Ciara. Totally agree that social media is key these days, everybody has some sort of account - almost everyone has a social footprint starting from a young age. Brands know this and use this to their benefits by targeting young people at times, or make sure their social media footprint is so heavy that even subconsciously young people become loyal to a brand into adulthood. The more views they get , the more traffic comes their way and as you mention, eventually this turns into a conversion. Seems like such a simple thing to do - but so much psychology seems to be involved behind this.
ReplyDelete4.62 billion is a huge number. As you said if you are not playing the Social Media Game then you really are losing out. Especially within the fitness industry as it is such a service-based industry and people are huge fans so there is the capacity for loyalty. Social media allows you to share with your customers or ‘fans’ more of what they are interested in and keep them coming back. Have you heard of Fanocracy by David Meerman Scott it is building on the idea of turning your customers into fans? Social Media really gives the platform to allow this to happen.
ReplyDeleteGreat post, Ciara! Thanks for putting this together - you've included such important points! 4.62 billion social media users and I can only get 20 likes on an Instagram photo? That's a conversation for another day! Anyway, you've really hit the nail on the head - if you are not playing the social media game then you really are losing out. It's low cost and there is so much to gain when done correctly, it's really a no brainer for small businesses with small pockets to dig into for marketing. Brand recognition and loyalty to two very big benefits that can be claimed from social media marketing and small businesses should take advantage of this when building their name!
ReplyDeleteOh wow, that’s a lot of social media users! I agree Ciara, social media is extremely important for the fitness industry. For me personally, if I’m signing up for a gym membership or fitness class, the first place I would look is their Facebook/ Instagram page to see their social activities and if they’re not on social media I would seriously consider not attending and finding a gym who is active on social media. The list of benefits of social media is endless is right! Improved brand loyalty is one that stands out for me. When your comment receives a like or a response to a comment or review left on a businesses social media page, there’s a feeling of gratitude from the business owner. This would definitely encourage me to become a loyal customer and surely other viewers would recognise they're loyal to their current customers and would be enticed to purchase.
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