Fitness Marketing: How to Easily Outsmart Your Competition On Facebook

Facebook is an extremely powerful way to market your gym or fitness business.

With that being said, are you happy with the results that you are currently getting from fitness marketing on Facebook?

Since there’s always room for improvement, we would like to dig deep with fitness marketing and share some highly effective tactics to allow you to outsmart your competition on Facebook.

Outlined below are 5 proven strategies for helping you to dominate fitness marketing on Facebook:

1. Choose a Facebook cover image that WOWS.

Hey, that should be common sense…

Think again!

The cover image on your Facebook page will be noticed more than any other piece of content on your page and yet many fitness centers fail to out-wow the competition long before anything else.

Since your cover image will often be the first impression that people have of your business, you need to choose an image that makes a lasting impression.

Remember that competition for your audience’s attention on Facebook is fierce, so you’ll really want to find an image that will jump off the page.

Need some inspiration for the perfect Facebook cover photo? Here are some ideas:

  • Showcase your team
  • Embrace white space to create a focal point for a single image
  • Share your slogan paired with a riveting image
  • Include a call-to-action button
  • Showcase upcoming classes and training sessions

Need an example?

Let’s take a peek at Raw Gyms who made it a bit easier for their Facebook visitors to know when the next classes are coming up.

It’s absolutely critical that you pay attention to the dimensions of you Facebook cover photo.

As a rule of thumb, you’ll want to make sure that it’s at least 399 pixels wide and 150 pixels tall.

Don’t forget to optimize the description of your cover photo by including a call-to-action link to your website or highlighting a discount that you’re offering to your Facebook fans.

Also, don’t be afraid to change your cover photo on occasion to increase visibility in your fans’ newsfeeds.

Just make sure the new image are consistent with your branding.

2. Take advantage of remarketing on Facebook.

If you want to improve your ROI for fitness marketing on Facebook, remarketing is a MUST.

What is remarketing?

It’s a tactic that allows you to market to people on Facebook that have previously visited your website and expressed interest in a product or service.


You can segment these visitors based on the content that they viewed on your website and then serve them relevant ads on Facebook.

The big advantage of remarketing is that you’re only showing your Facebook ads to people that have have shown a genuine interest in your business.

For example, the visitor of your membership page who decided not to sign up via your site.

Even better, you don’t have to just limit your ads to prospective customers.

Now we’re talking!

Want an indepth review on remarketing? Get it here!

Perhaps your goal is to capitalize on social proof by targeting existing customers too.

You’ll find that satisfied customers are more likely to engage positively with your Facebook content, which can make a positive impression on your brand for prospective customers.

Here are some additional reasons to use Facebook remarketing:

  • Lowers your cost-per-click
  • Increases conversions
  • Allows you to take advantage of social proof
  • Expands your market reach

With the amount of tools and data that Facebook offers, using the social media platform for remarketing can allow you to reach a precise audience and get better results with your fitness marketing efforts.

3. Choose a Facebook profile image that stands out.

Your profile image is also crucial to your fitness marketing strategy on Facebook

Not only will people see it as soon as they arrive on your Facebook business page, but it will also be present in every interaction you have on Facebook.

Many business owners question whether to use an image of themselves or their brand’s logo as a Facebook profile image.

Unless you have a logo that is extremely recognizable…

…the best move is to choose a high-quality photo of customers working out in your fitness center.


It provides a sense of assurance. If people see other people doing something they feel more inclined to do it to.

The best Facebook profile images possess the following qualities:

  • Natural, in the moment, scenes
  • Uncluttered background so that the focus of the image is your face
  • Appropriate attire and location
  • Dimensions of image must be at least 180px by 180px

If you really want to be cutting edge, you can now make your Facebook profile a GIF-like looping video, which could work particularly well with a fitness marketing strategy.

Plus, since this feature is just rolling out, you could really captivate your audience on Facebook by being one of the first to use it.

4. Split test Facebook posts and ads.

If you’re not familiar with split testing, it compares two similar, yet different versions of something.

For example, you could split test two Facebook ads to determine which one delivers the best results.

Your goal for split testing Facebook posts should be to find out what motivates your audience to take some type of action (click on the link, comment, like, share, etc).

To split test Facebook posts, write a pair of status updates that are very similar, yet include one or two different elements (asking a question versus making a statement, for example).

Here are some good ideas for split testing Facebook posts:

  • A long caption versus a short caption
  • Compare two different images
  • A picture versus a video
  • Compare two different CTAs

The Facebook ads manager makes it extremely easy to split test your ads.

It’s important that you regularly conduct split testing for your Facebook ads as you want to keep your content fresh and appealing to your audience.

Here are a few other good ideas for split testing Facebook ads:

  • An image versus the same image with text overlay
  • Image including a person versus an image without a person
  • An ad including a CTA button and one without

Taking the time to conduct split testing on Facebook ads can save you a considerable amount of money and boost your ROI from your fitness marketing efforts via Facebook exponentially.

5. Create Instagram ads via Facebook.

Running fitness marketing ads on Facebook and Instagram is going to become the new norm.

With the rollout of Instagram advertising for businesses of all sizes, marketers are now armed with Facebook’s enormous collection of interest-level user data.

In fact, big news!

Businesses can now use Facebook’s ad manager to create Instagram ads!

By being able to pull from Facebook’s targeting criteria for advertising on Instagram, marketers can be much more effective with getting their ads in front of the right people at the right time.

If you’re planning to use the Facebook ad manager to create Instagram ads, there are a few differences worth noting:

  • Only 4 of Facebook’s campaign-level objectives are available if creating an Instagram ad via the Facebook ad manager:
    • Website clicks
    • Website conversion
    • App installs
    • Video views
  • The recommended ad sizes are different on Facebook and Instagram.For instance, the recommended ad format for Instagram is 1080 by 1080 pixels.

We can expect that Facebook will continue to enhance the features of its ad manager tool in 2016, making it even more user-friendly for marketers to create Instagram ads via Facebook.

The ability to create Instagram ads via Facebook the ads editor will improve the experience for users and advertisers alike.

All in all, these are 5 highly effective fitness marketing tactics that will help you to crush your competition on Facebook.

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