September 20, 2019 Beth Cadman

How Social Media Impacts Your Member Retention

How Social Media Impacts Your Member Retention

The social media efforts of a gym can have a significant impact on customer loyalty, increasing the perception of trustworthiness, creating substantial opportunities for interaction and communication and fostering a sense of belonging and community – all of which have a positive impact on member retention rates.

In the 2014 Social Media Marketing Industry Report, there are some interesting statistics which emphasise how critical social media can be for any business. These include:

  • Facebook has 728 million active users daily;
  • 92% of consumers trust peer recommendations;
  • 90% of marketers regularly use Facebook ads;
  • 54% claim that Facebook is the most important network;
  • 46% of online users rely on social media when making a purchase decision;

However, it is essential for those devising retention and marketing strategies to understand how to use social media to ensure that it delivers the most significant impact, and to avoid common pitfalls that businesses can fall into when using social media that can end up doing more harm than good. 

In an interview with the fitness network, Dr. Paul Bedford of Retention Guru suggested we should:

“Embrace social media…there is a huge opportunity for someone to build a sense of community through social media. The fusion of these digital activities with a great culture offline will be a real game-changer for the gym that first gets it right.”

So what are the kinds of things that gyms should be using social media for?

Competitions

Announcing competitions on social media is a great way to engage your members. Offer a valuable prize such as free personal training sessions or a piece of wearable fitness technology, and consider what would be most helpful to try and capture in return. Competition entries could be made in exchange for liking and sharing the post, for follows on social media accounts, or in exchange for contact information, newsletter signups, completing a survey, and so on.

Photos

Encouraging photo sharing on social media is like free marketing for your gym. It boosts the sense of community and connection between members, encourages members to take pride in their workouts and to reach out and support one another by liking each other’s photos.

Events

If you are holding a special event, advertising the introduction of new classes or gym equipment or hosting a fundraising event, social media can be the ideal place to shout about it. Doing so will show members that you care about them and the local community, thus making them feel valued and reminding them that you are the kind of brand whose way of thinking aligns with their own.

People

Starting Conversations

When it comes to fostering customer loyalty, communication is vital, and excellent communication delivers a more positive customer experience, and an enhanced customer experience translates to higher retention rates. Social media platforms can be an excellent place to start conversations. By asking the right questions, you’ll learn more about your customers, their needs and desires and be able to provide valuable answers or let them know that you are listening and intend to take action.

Utilising groups

Social media groups are also useful for starting conversations, for subtle marketing of your business and for finding out more about members attitudes towards working out in general. You can also use groups to ask pertinent questions and discover what would motivate members to continue to exercise, what kinds of things are important to them, and would make them feel loyalty towards a particular brand. 

The benefits of using social media for member retention

By using social media for the above, gym owners can hope to experience a number of significant benefits, all of which help to keep member retention rates high. Such benefits include:

Increased connection

By creating useful, exciting, engaging social media platforms gyms are encouraging members to become connected to the gym. Emotional connection is vital when trying to develop brand loyalty, and the better connected a member feels to the gym and the more positive their experience of the brand, the less likely they are to be tempted elsewhere. In fact IHRSA research stated that “reaching out to a member—whether by phone, email, text, or social media—more than doubles the likelihood that they will be a “promoter” rather than a “detractor.”

Build relationships

The importance of building customer relationships in any successful businesses cannot be underestimated. Using social media to reach out to customers on a personal level and foster these intimate relationships will again help members to feel valued and respected and strengthen their emotional ties to the gym.

Boosts motivation

By using social media platforms to motivate members, you can encourage them to make the most of their memberships. Data suggests that the more a member attends the gym, the more likely they are to keep doing so, so it is well worth investing some time and resources into inspiring members to continue to workout. 

Inspires healthy competition

By encouraging members to post pictures and videos of their workouts, you can also promote a healthy sense of competition. Post stats about the average length of workouts or frequency of visit, or encourage people to post when they have achieved their fitness goals, or to share them in the first place. This can help to catalyse a sense of competition amongst members, which can help to motivate them to continue using the gym. 

Increases reach

Using social media effectively also opens up a much broader opportunity to reach potential new members. All the most prominent social media platforms give you access to handy tools and statistics which means that gyms can create tailored, targeted marketing campaigns and deliver them to particular audiences to ensure that they make the most impact. In order to remain competitive, gyms must take advantage of these analytics to apply fact-based knowledge to leverage social media outreach for fitness brands.

Can be used for social listening

Social media is also helpful to understand what people are saying about your business. By monitoring comment sentiment and mentions of the brand, owners can get a clearer picture of pain points and positives and will have the ability to react more quickly and respond where necessary to limit any damage to the gym’s reputation. 

Using social media intelligently is an essential way for any gym to build up their fitness brand and by doing so and spending increasing amounts of time devising intelligent strategies to use these platforms to greatest effect, gyms can hope to not only reach new customers but strengthen their relationships with existing ones which should have a hugely positive impact on member retention rates.