Almost 5 billion people worldwide are using social media, which is a perfect opportunity for gym owners to show off their facilities, expertise, and community. By now, you already know that it’s more important than ever to improve your gym’s online presence.
But here’s the key: It’s just as important to know what NOT to do as it is to know what to do. Even if you think you know the right things to do, you might not even realize when your social media strategy is impacting your gym’s image and reach.
That’s why we’ve put together this article. We’re highlighting the top 12 mistakes gyms often make on social media. By avoiding these, you can improve your gym’s online presence, bring in more members, and strengthen your gym’s community.
Avoid These Common Social Media Errors in Your Gym Business
Alright gym owners, let’s look at 12 common social media mistakes that can affect your gym’s online presence.
1. Neglecting Your Google Business Profile’s Details
Many gym owners don’t spend enough time on their Google Business Profile. If your profile isn’t fully optimized, your gym may rank lower in Google searches, meaning fewer people will find your business.
Sometimes, you might stumble across a business only to find key details like contact information, operating hours, or services offered incorrectly listed. These inaccuracies not only look unprofessional but also can turn away potential leads.
Remember, people want correct and accessible information. If it’s not available or hard to find, they won’t spend time looking for it.
💡 What to Do: Regularly update your Google Business Profile, treating it as you would any social media account. Google recommends updating your profile at least once a week to ensure your gym is providing the most current information to potential clients.
2. Using Poor Quality Photos on Your Google Business Profile
High-quality images are one of the best ways to add authenticity and professionalism to your gym’s online presence. When potential clients visit your Google Business Profile, they’re looking to get a feel for your gym’s vibe and facilities. So frankly, first impressions matter.
If your photos are of low quality or missing altogether, visitors are likely to skip your gym’s profile. They’ll gravitate towards competitors with better imagery, as it helps them better envision themselves as part of that gym.
💡 What to Do: Upload high-quality photos showing off both the interior and exterior of your gym, and include views from the street and a 360-degree tour. Be sure to highlight your community and members as well. These visuals give potential clients a better sense of the experience and atmosphere your gym offers.
3. Ignoring or Deleting Negative Reviews
Even the best gyms receive bad reviews; it’s just part of doing business. What’s more important is how you respond to these reviews. Your reaction gives people insights into your customer service and how you handle challenges.
If your gym happens to get a bad review, don’t just delete it. Address it instead. Google reviews are like digital word-of-mouth. Responding to them helps build your gym’s credibility and strengthens your online reputation.
💡 What to Do: Keep your responses to negative reviews factual and rational. Your replies should show that you value client feedback and are committed to resolving any issues.
4. Having a Poorly Designed Gym Website
A poorly designed website can confuse visitors and fail to convey what your gym offers. People often decide within seconds if they’ll engage with a website. If yours is too complex or unclear, they’re likely to leave and check out a competitor instead.
💡 What to Do: Have a look at Our Guide to Creating the Best Gym Website Design. It shows you what great gym websites look like and the top 10 things you should include on yours. And if designing isn’t your strong suit, consider using a Kilo website for a more effective solution.
5. Using Ineffective CTAs on Your Gym Website
Even if you have a beautiful gym website, your visitors need to know what to do next. That’s why having a strong call to action (CTA) is so important. A good CTA tells visitors exactly what action you want them to take.
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The right words in your CTA can drive engagement, lead to conversions, and encourage the behavior you want from your target market. Without compelling CTAs, visitors may admire your website’s look but then leave without taking any action.
💡 What to Do: To learn how to create a powerful CTA, read our article Is This One Button Costing Your Gym Potential Clients?. It’ll help you write a CTA that gets more leads and turns them into clients.
6. Lacking a Clear Client Avatar
A common mistake gym owners make its trying to appeal to everyone. This approach often complicates marketing and makes it difficult to attract the right clients to your gym. But if you have a clear understanding of who your gym is for, creating content that resonates with your target audience becomes much easier.
That’s because a well-defined client avatar gives you a snapshot of the ideal member for your gym, helping you understand who you’re best equipped to serve. This avatar should be evident in the content you post on your gym’s social media.
💡 What to Do: Ask someone to browse your gym’s website or Instagram for just 10 seconds. If they can’t immediately tell who your gym caters to, it’s a sign you need to get clearer on your client avatar. For guidance on creating the perfect client avatar, take a look at our article Top-Earning Gym Owners Swear by This One Trick to Attract Their Dream Clients.
7. Not Defining a Core Service for Your Gym
It’s important for your gym to have a defined core service. Without this, targeting the right clients and positioning your gym in the local market becomes challenging. According to this Fitness Revolution article, defining a core service for your business boils down to figuring out three elements:
- Your Core Service: This is what you use to deliver results for clients like high-intensity interval training (HIIT) or personalized strength training.
- Your Ideal Client: This is who your gym serves. Is it busy professionals, young parents, or professional athletes?
- Your Local Market Positioning: This is the reason why someone would choose your gym over others.
💡 What to Do: If you don’t have a clear core service, start by thinking about what your gym does best. Perhaps it's your state-of-the-art equipment, a unique training methodology, or a focus on community. This should be something that sets your gym apart and aligns with your clients' needs.
8. Not Using a Business Account on Instagram
Not using a business account on Instagram can limit your gym’s online reach. A private or regular profile doesn’t offer the same benefits as a business account, which are key to boosting your gym’s visibility. These benefits include:
- Being listed as a “Gym/Physical Fitness Center,” helping users find you when they search for fitness-related content
- Access to valuable insights about your followers and the performance of your posts, crucial for shaping your content strategy
- The ability to add a contact button to your profile, offering a straightforward way for potential clients to reach you by phone, email, or address
Without these advantages, it becomes more challenging for potential clients to learn about your gym and get in touch.
💡 What to Do: For tips on creating an effective Instagram profile for your gym, take a look at our guide Transform Your Gym’s Online Presence: A Gym Owner’s Guide to Using Instagram.
9. Inefficiently Using the ‘Link in Bio’ on Instagram
A common oversight for gym owners on Instagram is not making the most out of their Link in Bio. It’s an absolute game-changer for capturing leads and guiding your audience towards specific actions. So if it’s cluttered or not strategically used, you’re missing a valuable opportunity to connect with potential clients.
A good Link in Bio should be simple. Setting up a Linktree will organize your gym’s relevant links. We highly suggest having 3-5 of them, so it’s easier for profile visitors to decide what to do next. Too many links can be confusing and overwhelming.
💡 What to Do: Make your gym’s Instagram Link in Bio simpler. For tips on how to do this and why it’s important, check out 7 Reasons to Simplify Your Link in Bio.
10. Inconsistent Posting on Instagram
Busy gym owners may struggle finding the time to create content. However, consistent, engaging content is key to growing your gym’s presence on social media. Regular posts increase brand awareness, attract more leads, and can boost sales.
Ideally, you should try to post high-quality content about 2-3 times a week on your gym’s Instagram. This is easier to achieve with a well-planned content strategy.
💡 What to Do: Start by putting together a content strategy. To learn how, read Our Top 10 Content Marketing Strategies for Maximizing Leads and Sales in Your Gym.
11. Failing to Engage with Your Audience on Instagram
A common mistake gym owners make on Instagram is not actively engaging with their audience. Why is this so important?
First, it helps build a strong, connected community. When you regularly interact with your audience, you make them feel valued and part of your gym’s community.
Second, it offers you valuable insights. Comments, direct messages, and responses to polls provide feedback about your gym and services, helping you understand what your audience wants and needs.
Neglecting to engage means you’re not only missing out on building a loyal community, but also valuable insights that could improve your gym. Plus, conversations lead to conversions, so not interacting with your audience could mean losing potential clients.
💡 What to Do: Use interactive Instagram Stories, respond to comments and DMs, and encourage your gym members to create and share user-generated content about your gym.
12. Speaking Negatively About Competitors
Talking negatively about your competitors is a major misstep for gym owners. It can portray your gym as unprofessional and insecure. Rather than focusing on what other gyms are doing wrong, it’s better to highlight what your gym does right.
Potential clients tend to be attracted to positivity and professionalism. Seeing your gym criticize competitors may lead them to question your values and integrity.
💡 What to Do: Shift your focus to talk about what makes your gym great. Celebrate your unique offerings, community, and member success stories. This positive approach is more likely to draw in people who resonate with what your gym is all about.
Build a Stronger Online Presence for Your Gym
And there you have it—our rundown of the top 12 social media blunders every gym owner should avoid.
By steering clear of the mistakes mentioned in this article, you’re taking proactive steps to improve your gym’s online presence, attract more members, and build a stronger community.
And if you’re looking for more support in growing your gym or making your life easier as a gym owner, schedule a free call with our team. We’re here to help you discover if Kilo is the right solution for you.