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Properly Utilizing Facebook and Instagram Ads

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Incorporating Facebook and Instagram ads is a great way to effectively market to prospects in your area... when done properly. I put an emphasis on "when done properly" because Facebook and Instagram are continually evolving, and something changes in their platform almost every week. It is a full-time job to keep up with all of these changes and to understand how the changes affect you.

Unfortunately, the majority of club owners and GMs continue to underutilize the power of Facebook and Instagram ads. There are typically two recurring reasons for this:

  1. 1. The owner or GM doesn't have the time to properly keep up with everything. They get preoccupied with running everything else within the business, and marketing and social media falls by the wayside. They will occasionally remember it, do a quick promoted post on a whim, have no real strategy in mind and then wonder why the results were not as great as they expected.
  2. 2. They assign this task to someone internally. This is usually someone in their 20s who was initially hired for sales and NOT social media, but now, they want to try and get more value out of that employee and save some money. The thinking is that, because that person is young and spends a lot of time posting on their personal social media pages, they must know the ins and outs of B2C marketing and how to effectively utilize ads. The reality is that these are two completely different skill sets, and going this route almost always leads to clubs underutilizing the power of social media ads.

As mentioned, social media is a constantly changing landscape, and there are a lot of different options out there for ads. Here is a brief synopsis of the types of ads that can be used, how to use targeting with your ads, the most effective devices and platforms, cost, image/video tips and the analytics behind them.

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