Why Social Media Isn’t Helping Your Pilates Studio, Part 1
Spending hours liking, posting, commenting, and creating content. You watch your followers grow (or not). You promote your classes, private sessions, and studio, yet you don’t see results. Why is it that no matter how much time you spend on social media, you’re not attracting new clients to your classes or studio? Does it really just take more time?
Yes, no, and maybe. I wish the answer were simple, but it’s not. In this two-part series, let’s first talk about what NOT to do, and in the second part, I’ll suggest what to do.
The truth is that when it comes to social media and growing your business, you’re probably doing it wrong. Even if you’ve likely followed all the “rules” all this time, such as:
- posting regularly
- using hashtags (#besearchable)
- following back
- liking and commenting on others’ photos
- you may have even used the “promote” post feature, or even three (please, don’t start doing this without a marketing strategy).
Why, if you’re doing all these things, isn’t your business growing? You might even have thousands of followers, yet still not see many new clients. Should you just give up on social media altogether?
Before you throw Instagram out with the bathwater or abandon posting on your profile, page, or Facebook group, take a look at the list below and see what you should be doing and what isn’t helping your case.
1. You show how great YOU are at Pilates
Posting pictures of you practicing Pilates is fun, right?! I love it too. And yes, I do it as well. But all those likes and followers are usually other Pilates instructors and studio owners. Which is great, and I’m grateful for them. However, if my intention was to attract a client from across the street, I’m not helping myself. They really don’t know what Pilates is to understand what that exercise is, and it might even completely discourage them from trying Pilates. I’m not saying you shouldn’t post pictures of yourself. But they aren’t the most encouraging images you could choose.
2. You mainly engage with other instructors and Pilates studios
Going back to point 1, I love watching pictures and videos of other instructors rocking it in Pilates. I like looking for inspiration or just seeing people enjoy movement. But if I’m not trying to attract those teachers to my schedule, engaging with them won’t bring me new clients.
3. You talk about Joseph Pilates and the benefits of Pilates, but not about the benefits of working with you
Mr. Pilates was an amazing inventor! I love what he created, and I agree with many of his words. You probably do too, since you teach Pilates. But potential clients need to know how amazing you are. What it’s like to work with you; to take sessions with you. What should they expect, and what are the benefits of working with you?
4. Your posts don’t showcase the client experience
Have you ever posted a picture of an empty studio? I know your space is beautiful, and you want to show it off. But if I’m looking for a place to practice Pilates, I want to see other people like me doing Pilates. Pictures of clients practicing Pilates with you are great posts for your future client. In the next article, I’ll discuss how fixing this mistake can help your business.
5. You’re answering a question no one is asking
This one is a bit harder to figure out. I’ll discuss it in more detail in part 2; however, often our potential clients are not searching for Pilates with Lesley Logan (insert your name here). They are looking for help regarding something they are experiencing. You want to be that “something.” If you’re posting pictures, blogs, vlogs, etc., that don’t answer what your future client is looking for, you’re on the right track to having no one reach out to you.
6. Your clients are not using the platform you are on
Take a look at your clientele in your schedule, studio, and community. If you love using X (Twitter), and your clients are wondering where the power button is on their laptop, then you are not communicating with your future clientele. You might be posting the most amazing content about Pilates for seniors, but only young fans of platform X are seeing it. Moreover, they are scrolling past it because you are not speaking to them.
7. You are not maintaining a blog, vlog, or other Google-friendly activities
I know you post often, but Google doesn’t care how great your “Instagram game” is! So while you spend hours posting pictures of you rocking Pilates, your website is just sitting there. It’s aging. It’s collecting dust… looking “closed” to Google’s bots. Yes, Google and other search engines have bots.
Before you hang your head and abandon all the photos and posts you’ve planned, stay tuned for the continuation of this post: Tips for creating an experience that will attract your future client. Okay, the title needs work, but the tips will be top-notch!
This text is a translation of the article https://thecore.pilates.com/why-social-media-isnt-helping-your-pilates-business-part-1/
Author: Lesley Logan
I’m Lesley Logan, a certified Pilates teacher with a passion for a holistic approach to health and well-being. I’ve been teaching the Joseph Pilates method since 2008, drawing my knowledge from the best, including one of his direct students, Jay Grimes. Besides teaching, I help instructors and Pilates studio owners grow their businesses through my programs, book, and platform, ProfitablePilates.com. My mission is to share my knowledge and inspire people to create businesses that are both fulfilling and profitable.