HOW TO GAIN QUALITY
LEADS THROUGH
Can half an hour on social media really enhance your reputation and supply you with prospective clients?
WORDS: KALINDA ATKINSON
ne of the most common
complaints I hear from small
business owners is that they
can’t justify spending time on social media
because there isn’t a clear and measurable
return on investment. Owning a fitness
business, whether you’re a sole trader PT or
manager of a club, means constantly
juggling priorities, and social media often
seems to lack the urgency to make it to the
top of the To-do list.
I’m here to convince you otherwise. By
spending around half an hour a day on your
social media presence, you not only actively
generate PR on a daily basis, but also kickstart the process of attracting quality leads.
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50 | NETWORK SUMMER 2014
Of course, there are now countless social
media avenues you can go down, but due to
its sheer size and reach, we’ll focus here on
that goliath of social media, Facebook.
While the process of attracting quality
leads can take time, it’s time well spent. There
are a number of factors that can improve your
position on social media, and subsequently
help you gain quality leads, including:
sales process, and try to avoid using the term
‘we’. By using personable, almost colloquial,
language, you and your brand not only
become easier to relate to, you also create
room for a genuine connection – something
that isn’t possible when there’s too much cold,
corporate lingo. Once this positive relationship
has been established, it is much easier to
encourage a transaction with your business.
Authenticity
Engagement
Social media has become a hugely important
tool for marketers, and users have become
sceptical. In order to gain trust and respect,
you need to show authenticity in your posts.
Don’t use marketing lingo, don’t push the
Facebook has developed an algorithm to help
distinguish between high quality and low quality
content. The more engaging your posts are (the
more likes, comments, and shares a post has),
the more they will be shown to your fans. This