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A Personal Trainer’s Step-by-Step Guide to Facebook Marketing

A Personal Trainer’s Step-by-Step Guide To Facebook Marketing
Post Series: Online Marketing for Personal Trainers

Estimated reading time: ∼ 25 min

Facebook is huge. It is the most used global social network with well over 2.07 billion monthly active users. An average user spends as much as 50 minutes a day with Facebook properties. Facebook isn’t all about socializing – it is a gem for businesses.

It helps you reach your target audience, connect with them, boost brand awareness, and grow your business. There are businesses around the globe that are using Facebook to promote their businesses and they’re doing it exceptionally well.

So what’s in it for you, as a personal trainer?

You can connect with your potential customers, you can reach your target audience, you can grow your business, you can earn more without spending tons of money, and much more.

This guide is all about how a personal trainer can use Facebook to find new clients and grow business.

Let’s get started and change the way how you use Facebook.

Why Facebook Marketing?

Facebook isn’t the only social network out there. You have Twitter, Instagram, LinkedIn, Snapchat, and several others. Why Facebook?

There are quite a few reasons that make Facebook a perfect marketing platform for personal trainers.

  1. Targeting is Facebook’s most powerful and loved feature. If you want to target men who are exactly 45, employed, have two kids, interested in weight loss and live in Chicago, you can easily do so.

Lookalike audience is another awesome feature that lets you target people who are similar to those who have already liked your page. This makes it extremely easy to find and target the most appropriate people who will be interested in your services.

  1. Facebook is the most used social network. It is the only social network that has crossed 2 billion active monthly users and over 1 billion daily active users. An average Facebook user accesses Facebook 8 times a day.
  2. There are 1.2 billion monthly active users for Facebook Messenger. As much as 19% of time spent on mobile devices is on Facebook.
  3. More than 93% of marketers use Facebook to promote their products and services. It has transformed into a massive advertising and marketing platform for businesses that generated $7.68 billion in revenue in Q1 of 2017 only.
  4. Facebook ads are cheap. You can run ads for as low as $5 per day. There isn’t any other social network or ad network that offers such affordable advertising rates.

SEE ALSO: Fitness Industry Trends for Personal Trainers 2017

Facebook has everything that you, as a personal trainer, need to market your business and find new customers.

Let’s see how you can use Facebook for marketing.

1. Define objectives

The first thing you have to do is define objectives and set clear goals.

Ask yourself, what you’d like to achieve from Facebook?

Are you interested in promoting your brand?

Are you interested in getting new customers?

Are you aiming to market yourself as an authority personal trainer?

Are you interested in driving traffic to your website?

Setting objectives will help you track and measure how well you’re doing. Importantly, objectives help you define goals. Objectives tell you what you have to do and goals guide you as to how and when you’ll going to achieve it.

For instance, your objective can be to build your reputation as a top personal trainer in a city.

Once you’re done with setting an objective, you have to set goals.

The best approach to setting goals for your Facebook marketing strategy is to use SMART goals. A SMART goal is Specific, Measurable, Achievable, Relevant, and Time-based.

smart goals

Here are a few examples of SMART goals.

Increase Facebook page likes to 5000 in 30 days.

Generate 5 new clients from Facebook in 10 days.

Increase referral traffic from Facebook to personal trainer website by 100% in 50 days.

All the goals above are:

  • Specific as they aren’t ambiguous and tell you clearly what you intend to achieve.
  • You can measure likes, new clients, and referral traffic. This means you can see if you achieved a goal in due time.
  • Achievable because you aren’t asking for too much. This, however, relates to your past performance. Based on history, you can easily tell if a goal is achievable. You have to set goals that are challenging but are achievable. Easy goals will consume resources without enough return.
  • Relevant to social media and, in essence, they should be relevant to your overall marketing strategy.
  • Time-based. Every goal has a specific time period attached to it. Goals without a deadline are never achieved.

You have to create several SMART goals to achieve your Facebook marketing objective. There isn’t any limit to creating goals. As long as a goal that helps you achieve an objective and is SMART will work.

2. Define your target audience

Knowing your target audience is one thing and defining and understanding your primary target audience is another thing.

The target audience is defined as a group at which a Facebook marketing campaign is aimed at. Anyone who will pay you is your target audience.

Ask yourself, what type of people will pay you?

Being a personal trainer, your primary target audience includes people who want to stay fit or who want to lose weight. It depends on your specialty but this information alone isn’t of much help.

You have to go deep by creating detail buyer personas.

A buyer persona is a semi-fictional representation of your ideal customer. It is based on real data, market research, demographics, consumer behavior, challenges, motivations, life goals, and several other details.

buyer persona

A buyer persona represents the true picture of an ideal customer. This makes it easier to reach them and persuade them to take action via Facebook marketing campaign.

The more detailed a buyer persona is, the better it is because detailed buyer personas will have all the information about your ideal customers.

So where you begin and how to create buyer personas for your personal trainer market?

It is a 3-step process:

  1. Identify a target segment
  2. Collect data
  3. Complete buyer persona template

a) Identify your customer segment

A target segment is a sub-group of your market segment that includes people who share one or more common characteristics. Since you’re using Facebook marketing, therefore, you have to identify a customer group that can be reached via Facebook.

Let’s take an example.

You know, from your experience, that you have three types of customers:

  • Athletes who need a customised fitness plan.
  • CEOs and busy executives who have limited time and thus need your training services.
  • Women who are interested in losing weight.

You have three distinct customer groups that need your personal training services. This means you have to create three buyer personas, one for each group.

In reality, you could end up identify several customer groups. You have to create a buyer persona for each group irrespective of how many customer segments you identify.

b) Collect data

This is a bit challenging because you’ll need to conduct research – serious market research about each customer segment.

Collect as much data as possible from the internet. This will include information on demographics, behavior, motivation, challenges, pain points, and more.

You should conduct surveys, focus groups, interviews from a small sample to get an in-depth understanding of your ideal customers.

This is a time-consuming process but it will help you a lot for your Facebook marketing campaigns.

Here are a few questions that you should try to find answers to:

  • Buyer’s gender
  • Average age
  • Average monthly salary
  • Job title
  • Job role
  • Biggest life challenges
  • Hobbies and interests
  • What motivates them
  • Which social network they use
  • What are their biggest fitness challenges
  • Buyer preferences for fitness products

You can go on and on.

Again, the more data you collect, the better it is. Go as deep as you can.

c) Fill a buyer persona template

Start putting all the information in a buyer persona template like this:

buyer persona templateYou can create more sections as per need.

Here is a nice buyer persona template by HubSpot that you can use instantly.

Here are a few great examples that will give you a lot of ideas on creating your own template.

Once you have all the information, you just need to put it together. It won’t take a lot of time.

The end result will be awesome.

You’ll have a clear description of your ideal customers who you’ll target via Facebook to grow your personal trainer business.

Getting started on Facebook

It’s time to get started on Facebook.

In this section, I’ll cover 3 phases:

  1. Create a Facebook page
  2. Publish high-quality content
  3. Convert likes into leads

a) Create a Facebook page

Facebook marketing starts with a Facebook Page. There are 60 million global businesses that use Page to promote their business on Facebook.

It is mandatory to create a Facebook page so that you can promote your personal trainer business on Facebook. Here is how to create a Facebook Page.

You don’t need a personal profile. A Facebook page is a profile for businesses. Don’t ever create a personal profile for your business as it will be shut down by Facebook because it is against their terms.

Click here to create a page for your personal trainer business. You’ll see six different categories:

  • Local business or place
  • Company, organization or institution
  • Brand or product
  • Artist, band or public figure
  • Entertainment
  • Cause or community

create a pageYou should choose a Local Business or Place or Brand or Product depending on the level of your personal trainer services. If you work remotely, you should choose a Brand or Product but if you’re planning to target local clients in a specific geographic region, go for a Local Business or Place.

Click the appropriate category and fill the details.

create a page local business

You’ll be asked to upload a profile picture, a cover photo, and then Facebook will give you several tips to optimize your Facebook page.

new facebook page

After uploading a cover photo and a profile picture, start adding more information by clicking About from your page.

about facebook page

Fill all the details. The information you add about your business will help customers find you and connect with you so make sure that you fill all the fields in the About section and all the information should be correct.

Add business info, enter a phone number, add mission, email address, website, fill about, and add impressum.

All this info will help you at a later stage in connecting with your potential customers.

Now let’s add more details about your personal trainer business. Click Settings from your page.

facebook settings page

Edit all settings and make sure you’re targeting right people.

general settings facebook

These settings are necessary because it helps Facebook better understand your business so it can connect you with most appropriate customers. At the same time, these settings help your target customers find your page.

Finally, add a CTA on your Facebook page to send people to your personal trainer website.

add a button to your page

Facebook will give you several tips and suggestions every time you’ll visit your page. It is recommended to follow all the tips and suggestions to improve the visibility of your page.

our story on facebook

At this stage, your Facebook page is set up and ready. Invite your friends to like your page and move on.

b) Publish high-quality posts

Creating a Facebook page isn’t enough. It is just the beginning.

Facebook is a social networking site where people socialize by publishing, sharing, and liking content they like. This is what exactly you have to do after you have created a Facebook page.

Publishing high-quality posts at the right time will boost your reach and will help you increase likes and followers.

So what does a perfect Facebook post look like?

An in-depth study of over 8K Facebook pages revealed that successful Facebook pages have three characteristics:

  1. They target a specific audience.
  2. They publish awesome content that their audience loves.
  3. They publish consistently at least once a day.

According to Buffer, a great Facebook post has 5-ingredients that make it shine are:

  1. It has a link
  2. It is short. The best posts have 40 characters
  3. It is a well-timed and a newsworthy post
  4. It should be published at a non-peak time
  5. It should be a part of a Facebook marketing campaign. Posting consistently improves the reach of the post

A post without a link will keep your followers on Facebook. They will like the post or maybe share it, but they won’t convert into a lead by visiting your website. So a post with a link should be your first priority so that you can send traffic to your landing page and convert followers into leads (more on this coming soon).

But this isn’t the only type of Facebook posts that do great. Multiple photo posts increase clicks by a whopping 1290%.

You can publish several types of posts such as:

  1. Text posts that don’t have a link or an image.
  2. Photo posts without a link.
  3. Video posts without a link.
  4. Link posts with or without an image or a video.
  5. Live video.

The best approach is to use a mix of these posts and the best way to engage with your followers is to create an editorial calendar for Facebook posting.

This is what best businesses around the globe do.

Follow these steps to create your own editorial calendar for Facebook posting.

i) Decide posting frequency

Research shows that you should publish one post a day on Facebook for best engagement and the best time to post is 1 to 4 PM.

Saturday and Sunday are the best days to publish on Facebook.

So you should publish one post a day throughout the week between 1 and 4 PM. Easy, right?

ii) Create or curate

There are two ways to create content for Facebook. You can create your own content or you can curate content from other sources.

It is recommended to use both types of content.

You can share your recent blog post, relevant images, and snippets of your blog posts on Facebook. Any content that you create for your website can be shared on Facebook.

It gets challenging to create new content every day so you can use other people’s content as a Facebook post to engage with your audience.

Buzzsumo is a great tool that helps you identify the best content based on a seed keyword. It shows you most shared content that is going viral on social networks.

buzzsumo to get ideas

This will give you a great idea to either create customised content similar to the most shared content or you can simply share the same content on your Facebook page.

iii) Fill your editorial calendar

As you create and curate content, you need to fill your editorial calendar. There are two ways to do it: manually or automatically.

If you’re interested in doing manually, you can do so by creating a Facebook posting calendar on an Excel sheet or Google Calendar.

google calender

Simply add the content type and set a reminder so that you’re notified when it is time to create a new post.

An easier way is to use Buffer. It is a social media management platform that lets you create posts and schedule them. You can set your own posting time and the post will go live on your page.

schedule your post on buffer

You can use its browser extension to add any piece of content in the queue. This is the easiest way to manage and schedule Facebook posts.

Mix it up by adding different types of posts including links, images, videos, and more to keep followers hooked.

c) Convert likes into leads

Publishing high-quality posts on your Facebook page consistently will boost engagement. You’ll get new likes, followers, and shares organically.

Because people love great content.

Above all, you’re not trying to sell anything – just plain informative content.

As people start liking your Facebook page, you’ll notice that most of them don’t visit your website and there is no way except a Facebook post to reach them.

Imagine converting all these likes into leads that will eventually convert and become customers.

Technically, you should convert these likes into leads. Here is the best part, you can easily do it without a lot of hard work or hard-selling.

Now is the best time to use buyer personas. See what your audience is interested in, what type of content they like, what are their biggest challenges, and so on. Start creating posts that resonate with your buyer’s needs.

Offer them with what they need.

This will persuade them to visit your landing page.

Here is an example of how HubSpot generates leads from Facebook.

HubSpot generates leads from Facebook

They’re doing a webinar that’s targeting a specific need of their target audience. Their followers will click the link, register for the webinar, and will enter the sales funnel.

You can also create a custom page to capture leads right from your Facebook page.

facebook page

This is a nice guide that will help you customize your Facebook page so that you can start generating leads easily.

Remember, likes don’t pay you, leads will.

d) Game changer #1: Facebook Ads

Did you notice something?

By now, you didn’t spend a single penny on Facebook marketing. If you consistently publish high-quality posts and generate leads for your personal trainer business, you’ll love Facebook.

How about spicing things up?

Facebook ads can supercharge your marketing campaign. Facebook ads will help you take get several new personal training clients as and when you need.

But why you should invest money in ads when you can use Facebook for free?

Here are a few reasons why Facebook ads is the best bet for any personal trainer:

  • Facebook ads are the most effective social media advertising platform, as reported by 96% of social media marketers in a survey.
  • Facebook advertising platform is exceptionally easy-to-use. You don’t need any training.
  • Facebook is the biggest social media network. This makes it easier for you to reach your target audience irrespective of where it is located.
  • You can run a Facebook ad campaign for as low as $5 per day. It is an extremely cost-effective ad network.

Here is a step-by-step guide on how you can use Facebook ads to find clients for your personal trainer business.

Getting started with Facebook Ads

You can click here to visit Ads Manager or you can access it from your Facebook account by clicking the dropdown arrow and click on Manage Ads.

manage ads

If you never created an ad before, you’ll be prompted to create your first ad. If you have been running ads in the past, this is what you’ll see.

facebook ads

Since you’re new to Facebook ads so you’ll be asked to create an ad. Facebook offers you several ad types to choose from. There are 11 different ad variations based on your objective. Facebook links ad type with campaign objective and this makes things easier for advertisers.

Let’s quickly go through each ad type so you can start with the right ad for your personal trainer business:

a) Page promotion

You can run an ad to promote your Facebook page. This ad will make people to Like your page. Here is an example of an ad that promotes a page.

page promotion

This ad type is best suited to new pages with minimal likes. Since you recently created your personal trainer Facebook page, you’ll create a similar ad to invite your target audience to Like your page. The complete procedure to create an ad will be discussed shortly.

b) Post engagement

You can use Post Engagement ads to promote individual posts on your Facebook page. This will increase post views, likes, comments, shares, and page likes.

Here is an example ad.

Post Engagement ads to promote individual posts on your Facebook page

You must have seen these types of ads in your news feed. A Post Engagement or Post Boost ad is a perfect way to reach your target audience by showing them your awesome content. You can add a link to the post too that will help you drive traffic to your landing page.

If you’re promoting a post, you’ll naturally get page likes too because people who will like your post will most probably like your page to receive similar posts in future.

c) Send people to your website

This is the ad that you’ll use to send traffic to your personal trainer website. You have to add a clear call to action button in the ad that will link people to your website.

send traffic to your personal trainer websiteThis is how your ad will look in action.

Send people from Facebook to your landing page

You know when you have to use this type of ads? To generate leads. Send people from Facebook to your landing page, collect their email address, and engage with them via email.

d) Increase conversions on your website

You send visitors to your website but track conversions via Facebook Pixels (a conversion tracking code). This works better than sending traffic to your website because you measure conversions and thus pay for converted visitors.

Here is an example.


track conversions via Facebook Pixels

e) Collect leads

You can generate leads on Facebook with a form. The form is triggered when someone clicks your ad. These ads are best for a personal trainer because you can generate leads right on Facebook. You can collect any information you like from interested people.

generate leads on Facebook

Here is how your ad will work.

generate leads on Facebook form

f) Video views

If you post a video, you can promote it with a video view ad. Your video will be shown to people interested in your service so as to increase views and boost engagement.

Here is an example ad.

video view ad

g) Promote a local business

You can reach people near your business if you intend to target people in a specific location near your office. You can target people in a specific area.

target people in a specific location

After you have selected an area, you can then choose from four different types of ads:

  1. You can run a Page Like campaign.
  2. You can send them to your website.
  3. You can run a Call Now ad.
  4. You can run a Send Message ad.

This is the best way to connect with people who are located near your business and can visit you easily.

h) Promote an offer

You can create offers on Facebook to promote specific products, services, discounts, or any special offer. All such offers can be promoted to boost sales and/or to generate leads.

For instance, you can promote an offer offering 10% discount to all the clients who register for your fitness program.

Here is an example ad.

create offers on Facebook to promote specific products, services, discounts

i) Promote an event

Just like offers, you can create events on your Facebook page. All the events can be promoted via raise attendance at your event ad.

This is how an event promotion ad looks like.

create events on your Facebook page

There are two more types of ads that are used to increase app installs and increase app engagement. These ads will be used if you have an app.

You can use images, videos, and links to all these ads. Facebook, thus, provides you with several ways to get new clients for your personal trainer business.

How to create your first ad campaign

From your Facebook page, click the dropdown arrow and click Create Ads.

Create Ads

Choose an ad type based on your marketing objective.

your marketing objective

Since you have recently started, it is recommended to begin with Awareness. Let’s choose Brand awareness. Give a name to your campaign.

Start with audience selection

Start with audience selection, location, age, gender, languages, and detailed targeting based on the interest of your audience.

target people based on demographics, interests, behaviors, and other categories

Detailed Targeting is an important feature that should be used wisely. This is where you have to seek help from buyer personas. You can target people based on demographics, interests, behaviours, and other categories.

Automatic Placements

Select Automatic Placements. Facebook will show your ad to people who are most likely to engage with it.

Edit Placements

However, you can choose to Edit Placements. You can choose devices and platforms. Devices include mobile and desktop while platforms include Facebook, Instagram, Audience Network, and Messenger.

Edit Placements

Next up is Budget & Schedule.

Budget & Schedule

You can choose Daily or Lifetime budget based on your marketing budget. The minimum budget is $5 a day.

Lifetime budget based on your marketing budget

You can set a specific start and end date for your campaign or you can choose to run ads continuously.

Click Continue when done.

click continue

On the next page, select your Facebook page you’d like to promote and an Instagram account. If you selected Automatic placement, your ad will be visible on Instagram too (as it is owned by Facebook) so it is recommended to create an Instagram account for your personal trainer business too by clicking here.

It is, however, not necessary. You can use your Facebook page as well.

Next up is ad Format

Next up is ad Format. There are four options to choose from:

  • Carousel includes 2 or more images/videos that are scrollable
  • Single Image has one image only
  • Single Video includes a video
  • Slideshow creates a video loop of all the images that you add. You can add up to 10 images. The slideshow is created automatically

Choose an image from your Facebook Page

Choose an image from your Facebook Page or a free stock image. You can upload images as well. If you’re uploading your own images, please make sure they follow the recommended image specs as provided by Facebook.

Choose an image from your Facebook Page

Add Text with a CTA. You can preview your ad in real-time as you make changes in the Ad Preview window.

Add Text with a CTA

You can add your website URL too. It is recommended that you do add your website, a headline, newsfeed description, and select a Call to Action.

can add your website URL

Click Confirm once you’re done.

Click Confirm

Your ad will be reviewed by Facebook and once it will be approved, it will go live. You’ll be asked to add a payment method before your ad is approved. You can add a credit card by visiting Ad Manager. Click Billing from the Menu.

Click Billing

Click Payment Settings in the right corner. Click Add Payment Method on the next page. You can add a credit card, PayPal, or a Facebook Ad Coupon.

Add Payment Method

Click Continue and wait.

As soon as your payment method is approved, your approved ad will go live.

This is the exact procedure you have to follow to create an ad.

Besides, whenever you publish a new post, Facebook will give you an option to Boost Post. This is a quick way to boost any post for likes, shares, and comments. You can instantly boost any post you like.

an option to Boost Post

Similarly, Facebook will also suggest to Promote Page to reach more people.

Promote Page

So there are several ways to create an ad and get started with Facebook ads in no time.

You can check ad performance via Power Editor from Ads Manager. You can see analyze ads and see how they’re performing in terms of clicks, engagement, cost, and budget.

Power Editor from Ads Manager

Power Editor lets you edit ads, pause them, delete them, and activate previously paused ads.

Game changer #2: Facebook group

The Facebook Group is another awesome way to find new clients for your personal trainer business. A Facebook Group helps you communicate and engage with your followers at a whole new level. It is where they can ask questions, interact, talk with others, share stories, and you can share exclusive content, tips, and offers with the group members.

Facebook group lets you build a community.

There are several benefits of creating a Facebook Group for your business.

  • It provides personal engagement and lets you connect with your audience on a personal level.
  • It helps you better understand the needs and interests of your audience. What exactly they want from you?
  • You create a community that grows itself and evolve.

Before you can create a group for your personal trainer Facebook page, it should be noted that you should have ample people following you on Facebook. You should run Page Like ads to boost awareness and bring people on onboard.

When you have a few thousand people on the Facebook page, you can create a group to boost engagement.

Visit your Facebook page, click menu and select Create Group.

click menu and select Create Group

Give your Group a name and add some people. You cannot add people who have liked your page instead you can add your Friends only. Add a few friends. It is recommended to create a Closed Group so you can invite people to the group that are not your friends.

Give your Group a name

Choose an icon and fill the About section.

Choose an icon

You have created your group successfully.

Now share your group’s URL on your Facebook page and invite people to join it. You can send its URL via a newsletter to your email list too. Sending URL alone won’t work, you have to tell them why they should join this group, what they’re missing, and all the benefits of being part of this amazing group.

Talk about your group benefits every now and then on your page so that people can join.

Share awesome exclusive stuff with group members. Ask questions, share free tips, and do whatever it takes to provide members with value. This is what will keep them hooked and you’ll build trust.

Track and measure results

Facebook lets you monitor every post and ad. Page Insights is the place where you can see actions, page views, likes, reach, engagement, followers, most recent posts, and much more.

Page Insights

Check your recent posts and see how they have performed.

Check your recent posts

Insights provide you with a lot of details about your page. You can see what types of posts get the most engagement. Start publishing more of those posts.

Similarly, Power Editors provides you with detailed ad analytics.

Your job is to understand these numbers. Do more of what works and tweak what doesn’t work. That’s how you’ll scale your business.

For instance, if video posts don’t perform as well as image posts, you should increase the number of image posts that you publish every month and meantime, take a different approach to video posts. Tweak videos. Change the format, video length, tone, etc.

Tweaking is a continuous process. If you won’t monitor, track, and tweak your Facebook marketing strategy, you won’t improve.

That’s not what you want, right?

So keep a close eye on what works and what doesn’t.


As a personal trainer, this Facebook marketing guide has everything you need to get started. Facebook can prove to be a great platform to promote and grow your business. You just have to be consistent.

Start now, keep working, and there will come a time when you’ll have one of the best personal trainer Facebook page out there.

Fitness Entrepreneur. Personal Trainer. MSc Sports Scientist. Author.

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