If you work in the health and fitness fields, you know how important building rapport with your clients is to your business. That means every marketing activity you do needs to foster a real connection – and social media can play an active role in that.

There are some hazards to marketing a health and fitness business with social media, though – so here are the three things you should consider in planning your approach.


When it’s worth it – and when it isn’t.

Just because you hear about Facebook, Twitter, Pinterest, Google Plus - or whatever the next thing will be - doesn’t mean it’s a required part of any marketing strategy, so give some real though to whether social media will be worth the time you’ll need to invest in it.

The number one thing to consider is the age and gender of your clientele. Different social media are popular with different groups of people. Pinterest and Facebook tend to skew towards women (at least, Pinterest does in the US), while Google Plus and Twitter are more popular with men.

If you work predominantly with elderly clients, you may find they are not on social media, at all. But, if you work with a lot of pregnant women on bed rest, you may find that they can’t get enough social media! The more you understand your clientele, the more you’ll know whether social media is a good fit for your marketing plan.

Of course, just because your target demographic is likely to be involved in social media, doesn’t mean you have to use it. Give some thought to whether it’s a form of marketing that you can, personally, tolerate. Not everybody likes the same kinds of marketing activities, and if you absolutely hate social media, there’s no point in making yourself do it, even if your clients are likely to be there. You’ll only do it poorly or in a hit-or-miss fashion and won’t see the benefit you hoped for.

One Common Mistake You Should Never Make

If, however, you feel you’d enjoy doing social media and your clients are likely to be there, then the next word of caution for you is to not rely on any social media service as your primary way of communicating with your clients.

The reason for this is simple: the fans you have on a social media site are not people you can easily contact outside of that venue. Think of it this way: if you have a lot of friends on Facebook, that’s great – but if they suddenly get tired of Facebook, you will be left with no way to reach them.

That’s why you need to make sure you have a database of your clients (and potential clients who have shown an interest in your specialty) that you own and can use whenever you want. Whether it’s through a contact management software system or an email marketing application, you need to be able to control when and how you connect with your list. That puts you in command – and lets you reach out to your clients however you see fit.

What to Share – and What Not To

Once you’re on social media, the primary concern is what to tell people. Yet, often the best thing isn’t to tell people anything.

Instead, approach social media like any other bonding or networking event. Just as you wouldn’t go up to a random person at a business networking lunch and immediately barrage them with every detail of all you do, so you don’t want to do that on social media.

Instead – just as you would face-to-face – talk to people about their interests. If you know your clients well enough to know they are using social media, then you likely know enough about them to know what else they are interested in.

Ideally, you should focus on interests that overlap with your work. So, if you work with athletes, then posting links to articles on the Olympics might be just the thing. If you do nutrition counseling, links to tasty and healthy recipes may catch their eye. If you are a doctor, give them information about maintaining their health or what they should always ask during a visit.

The idea of social media is to be social, so think of what would be entertaining or useful to your clients. A personal trainer might find exercise tips to be popular. A weight loss coach might find her followers like stories of how others have lost weight and kept it off. A physical therapist may find that providing tips and encouragement keep her clients motivated and build their trust.

Does that mean you should never post anything directly promoting your business?

Of course not.

You definitely want to let your network know about your grand opening or your new treatment, but you don’t want them to feel you are constantly selling to them. It’s really just a balancing act – be sure you are giving a lot more links and messages on topics of interest than self-promotional updates and you’ll do fine. That way, you’ll even be able to post about a special sale and not have it come across as too promotional.

The key with social media is to always think in terms of your client – just as you do when you see them in person. Keep the focus on your clients and you will always capture their interest.


Author Bio:
Jennifer Michelle’s specialty is helping health and fitness professionals grow their business and realize their dreams. She helps her clients expand their clientele while maintaining their passion for their work and helping them avoid burnout. She received her MPH from Tulane University, which, combined with her background in stress management, dance, and business consulting give her a unique perspective on the needs of those in the health and wellness fields. For more information, please see her website, including this article on How to Get More Clients in 5 Easy Steps.

You can also find out your risk for burnout with this quiz! http://jennifermichellecommunications.com