Welcome to the second part of our series on using Facebook for your gymnastics club. If you missed part 1 you can catch up here. In this latest instalment we take a look at creating a sustainable content strategy, the types of content you can post, where to find inspiration, and lastly how to make publishing to your page easy.
Define Your Gymnastics Club Goal
Before you dive into your content strategy, take a step back and ask what the overall goal of your club is? What are the priorities? Are you looking to increase the number of members that you have? Are you looking to increase the level of engagement with your members? Are you looking to foster community? Are you looking for additional income streams? Are you looking to educate and inform? Are you looking to entertain and inspire your community? It’s also really important to align your content strategy with the overall goals of your club.
If you aren’t sure what content people wish to receive, you could consider creating a questionnaire using SurveyMonkey or Gymnastics Club Manager, and entice people with a free prize draw on completion. This questionnaire will help you to drill down and identify the core important issues for your customers and create relevant content to meet that need.
What Do You Want From Your Facebook Page?
Once you’ve identified the goal of your club, the next question to ask is: What are the goals for your Facebook page? What are you trying to achieve from it? The content needs to be relevant to your audience. It’s not enough for it to be a piece of content that you find interesting.
There are many different types of content that you can use:
- Links to blog posts, ebooks and whitepapers
- Prize giveaways
But one of the golden rules of content is it needs to inform and inspire your audience. You want them to be entertained and educated. With Facebook, as with all other social media channels, it’s very easy to assess the success of a piece of content based on how many ‘likes’ or ‘comments’ it gets.
Try to get away from what you want to create and allow your audience to shape your content strategy. After all, you want results more than you want to create content you like.
Automating and Publishing Content
Many people are put off engaging in their Facebook account, because of the sheer amount of time it takes them to source and post relevant content, without a certainty of the return they’ll get from all this time spent.
It’s a shame that they give up at this hurdle.
This is why it’s really important to understand what your initial goals are and what would result in those goals being met. Whether it’s engagement, or new leads into your sales pipeline, having clarity on those goals will enable you to be able to measure your results and analyse the results.
Either way, it’s important to find a good way to automate your content publishing and curation to save you precious time.
Using sites like Feedly (an RSS reader), you can identify suitable sources such as blogs and websites with great content to share around your community’s needs. Once this content is gathered, HootSuite or Buffer are great tools to automate the publication of this content.
Feedly offers this integration to post through Buffer or Hootsuite with one click. This will prevent you needing to add content each day, but instead, you can schedule the content to be published once a week or even once a month.
This won’t take away your need to directly interact with those who are in the community, but it will ensure you have a steady stream of good content being published onto Facebook. Both of these platforms can also post content to Twitter and other social channels too.
As with all social media strategies, it is essential that you have a good content strategy, and whilst it’s one thing to curate and share other people’s content, to have greater influence you need to create your own content centred around your gymnastics club.
Spend some time thinking what your audience would want to read, share and what would make their lives easier. Ask them. Assess which content gets the best reaction. As Content is King, create the quality pieces of content that will serve your followers.
You may be concerned that you don’t have someone within your team who can write, create videos, podcasts or other content and if this is the case then hire in a freelancer. A good place to find those would be peopleperhour.com. Feel free to ask us for recommendations.
Create a content calendar and schedule this content creation in advance. You want to have a ‘content bank’ that you can draw upon. And remember once you have this content for one platform, it’s likely you’ll be able to tweak and reuse it on others.
Here at Gymnastics Club Manager, we are dedicated to helping you grow your club online, increase your membership, and provide you with the tools you need to help improve your engagement. We’re truly vested in the success of your club, providing you with resources and content that supports you to reach your goals.