You are currently browsing the tag archive for the ‘social media’ tag.

Outbound Marketing is the “push” style marketing used for many years to reach potential clients.  Inbound Marketing, on the other hand, is the art of utilizing social media opportunities to encourage potential clients to come find you. It is the opposing “pull” style of marketing.

Monitor, interact, and influence your athletic or fitness prospects in social media settings and draw them back to your arena (website) with a trusted, transparent, “friendship” bond.

Consumers are extremely savvy these days and with the many tools the internet provides, they have many locations to gather information on you and/or your company. Pushing your sales message is easily discarded and ignored.  Allowing them to know you and your business through social media will build trust through transparency and encourage them to call on you when they or their connections need your product or service.

HubSpot is a company that has several tools and informational pieces to help you to enhance your inbound marketing efforts. You can check out one of their promotional videos below – enjoy.

Advertisements

togetherSo, myself and the majority of the online business/marketing community have been singing the praises of social media for the past many months. I think for the most part it is rightfully so. But, I’ve been sensing this overwhelming feeling of overload lately.

That overload was made apparent today when I received two diffent invites to two different “fitness professional” social media websites. Wouldn’t be so bad if it wasn’t for the fact that I am aware of at least 5 other “internet’s biggest fitness professional’s community” sites already.  And, of course in the name of research I have an account at each. UHG!

I like the idea of taking advantage of technology to essentially “network” with like minded people. There is much power in it and that is one of the main reasons you will see this ability at the Fitness Pro Travel site in the very near future.  There are now multiple turn-key ready to go platforms available to begin a membership or social networkings website, which in turn has led to a 2008 onslaught of thousands of these member sites.

With so many coming into the market there will certainly be winners and losers. The measuring stick will not be the number of accounts in each community, but the number of active accounts.

Remember the Junior High dance when the walls were lined with kids, but the dance floor was empty. There were many more bodies there than at the local small club with an occupancy of no more the 100. But at that

School dances had some benefits

School dances had some benefits

 bar you generally find an active group socializing and taking advantage of the music and the dance floor. Maybe it was the addition of booze, but the point remains. 🙂

The winners in the niche specific online social networking game will be those who possess and include the features that provide their audiance multiple reasons for joining in and participating. The is most like the smaller group in the happening bar rather than a Junior High Dance.

Finally, those winners will be the ones who can best adapt to the desires of the community. They must accept that in this new online social world they are actually just facilitators for those who become the leaders in that community.  Website leadership will be best displayed by those who are willing to pass leadership to the community (Tribe, as Seth Godin would say) and realize they are more in the role of facilitator.

My suggestions for you:

  1. Continue to try out multiple social networking sites, both industry specific and general. Learn of the various features of each and then migrate to those who are in line with your wants and needs AND seem to listen to the community for direction.  Don’t allow yourself to become overwhelmed as you can always pull back and pay attention to only your most pertinent ones.
  2. If you are looking to diversify you business and want to offer membership or community online programs, realize that the best leadership in this new world may be the ability to get out of the way and facilitate. There is much to it as we have discussed in the insiders club, so do your homework if this is your goal.
  3. Lastly, feel free to bring your comments, opinions, frustrations, and desires back to the table as we open up the social media at FPT in the near future. I can EASILY admit I don’t know it all and would love to hear from the community and play the role of facilitator.

Social media tools will not be going away, although I do believe we’ll be coming up on a sorting of those sites before long. It’s time to start getting excited about the features we are adding at FPT that include social media. If you want to rally your current student/client/athletic group into a social media or membersite checkout the resources HERE or contact me to get info on the next time we run a program on getting these systems started.

Your Health & Business Success
Tom

The 2008 Presidential Campaign is very different from any in the past, and it’s not only because of ethnicity and gender. 21st Century marketing techniques are being employed and many are taking notice… are you as a fitness professional taking notice?

What I’m talking about is the Obama Campaign and their tactics to reach potential voters. They have done the old school stumping to “get out the word”, but the have also embraced nearly every form of media to spread the message as well.  He has definately embraced new school marketing techniques and it apparently is making a difference.

Chris O’Brien of the IdeaLab commenting on what the news media can learn from the Obama Campaign – “That’s an important lesson that every newsroom should learn. During the past year of research for The Next Newsroom Project, we identified six principles that newsrooms should adopt. One of those calls for newsrooms to embrace all platforms. It’s not enough to simply say, “Hey, we want to be online first.” Instead, think about how to use all platforms equally: mobile, the Web, print, broadcast (radio and TV). And be ready to experiment with any new ones that come along, including video games.
It’s critical that a newsroom understand its community, where they are, the different ways the get news and information, and how they consume it in those different ways. …”

From total views to number of subscribers on You Choose ’08 (at youtube) — the presidential election channel that launched in March ’07 — Obama wins by a landslide.

The Obama campaign probably conducted the most prominent mobile efforts during this election cycle. Over the summer, users were invited to provide their mobile numbers on BarackObama.com in order to be among the “first to know” about Obama’s VP pick. Response to that effort was generally positive.

Both candidates are well-supported by organic [search] listings; overall, however, official Obama sites still generate six times more traffic than McCain’s do.

Facebook let loose its own 2008 Presidential Election application, with election news updates and debate groups. Through a partnership with ABC, the socnet’s youthful user base can follow reporters’ articles, videos, and blog posts from the campaign trail.

Facebook also began a “fans” page within the site about a year ago. Here is a list of the top fan pages:

Facebook Fan Page Number of fans
Barack Obama 2,197,833
Michael Phelps 1,625,018
Batman: The Dark Knight 921,322
Facebook 834,624
Coldplay 797,558
Windows Live Messenger 757,932
Adam Sandler 750,262
YouTube 729,349
Apple Students 699,099
Linkin Park 686,898

BTW – Our Fitness Pro Travel now has a Face Book Fan Page (as of yesterday) – Your Invited!

The take home message in all of this is that Barack Obama, in his bid for Presidency has used all tools available to “market” and reach out to his potential voters.

You, the fitness professional, need to do as Barack did and utilize the multiple platforms to market your message. Your potential prospects are changing in where they get their discission making information. Are you there with them?

Methods for spreading your professional news, events and information to current and potential clients has changed immensely over the past 8 years. Within the fitness industry, just like every other industry, technology, the internet, and social media has changed the the way we must market ourselves and our services.

  • Old School – send ads, information and materials out to the potential customer – Outbound
  • New School – utilize new technologies (social media) to draw people into your message – Inbound

While the Outbound marketing techniques can still be effective, the consumer/client has many options/tools for shutting you off before you get to first base.  They may use tivo to pass by commercials, caller id allows them to screen the calls, direct mail and insert advertising are physically easily tossed, and simple pop up blockers to steer away from a web based pitch. You are losing the marketing control as they have more tools to help with their marketing control.

Inbound marketing options are many. Actually, it’s amazing at the number of options. Primarily we accomplish this drawing of people in via Blog, SEO (search engine optimization), and Social Media.

Each of these has multiple methods for “pulling” people into your message. There are companies and individuals who make careers out of specializing in any one of these inbound areas. I am not one of them, but I have spent some time absorbing some of their techniques through research, networking, and educational programs.

While SEO is a continually changing specialty it is a design issue for the most part. Blogs will draw people in but are also influenced by SEO and technical networking. Now on the other hand, social media you can have a great influence, when done correctly. You can elicit this influence without significant technical skill or marketing expertise.

Heck, look at Tila Tequila (I think)… whatever her name was. She was the most befriended person/account in myspace. She may have used her personal assets to help her along the way, but without a significant marketing background she was able to utilize social networking skills which later developed into multiple revenue streams and even getting her own t.v. show. Her reach was to millions of people with a simple click of a mouse.

Here are a few tips you can utilize that will help you in building your social media presence. These are generic to the majority (ie facebook, twitter, linkedin, etc.). Do realize that each of these does have it’s own idiosyncrasies that should be considered and taken advantage of.

  1. Set up your accounts – Yes, that is plural, I’m suggesting you create accounts at multiple sites, and it does start with actually setting them up.
  2. Personalize your accounts – Whether all business or all personal or combination. Start with a photo and build. This is a little nerve racking if you, like I, were born a few years before the myspace generation. It is necessary though if you want to be trusted and followed by others.
  3. Connect with others – Personal friends, colleagues, classmates, and clients. This is the starting point. Using various site search features your next step is to find individuals or conversations that are in your industry. Join in and make new friends. Think cocktail party or back yard BBQ.
  4. Engage in the conversation – This is often your give to others. They will be pulled into your message by your useful or interesting input. That personalized account is what they will come back to for your details. This is the pull of inbound marketing.
  5. Law of RECIPROCITY – When we engage it is a piece of our GIVE. When we give to others, they will generally want to or will feel they should give back. This makes sense when we look at it with our students or clients. We provide better customer services (give) than the next guy, and often that client wants to give back by sticking with you or actually practicing your advice. Give first and opportunities for message broadcasts will later.

Inbound Marketing is effective, can have a huge reach, and can even be viral (if you are not familiar with it, viral with a message in social media is a very good thing). Additionally, your kids may be able to give you the majority of the social media marketing advice necessary to get you started. If you have to dig in and spend the day (it won’t take longer than that) to learn it yourself, not a big deal. Most all are free or have free options.

If you are new to using these types of social media websites or still have no idea how to do it, why to do it, when to do it, etc. I’d love to hear your reasons. If you throw me some specifics I’ll address them in future blogs or interview someone who knows more than I to share with this group.

Till then – In Health

Follow Us

Connect with me at these
social networking site and
sign up for Fit Pro News at
the business of fitness link


@ FaceBook

@ Twitter

Business of Fitness
News & Notices

View Tom Bomar's Profile on LinkedIn


Bookmark and Share

Fitness Professional Business Consult

Blog Stats

  • 5,860 hits

RSS Health & Fitness Articles

  • An error has occurred; the feed is probably down. Try again later.