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Social Media, Strategy

Written by Tessa Bicard

Metrics, as we know all too well, are important to measure the results of any and all marketing efforts. Metrics help you to determine what is working and what is not working, how to adjust and improve your marketing plan, and reveal the ROI (return on investment) of your efforts. The same holds true for social media.


Out of the hundreds of data points you can track these days, knowing which ones actually mean something to you and your health club may seem a little tricky! Measuring and focusing on the right metrics is key to ensuring social media success. Keep in mind that each health club’s focused metrics may look different depending on your overall goals for social media. Start with these key performance indicators (KPIs) to bring focus to your metrics and marketing.

1.  Engagement

Engagement refers to people interacting with your content. Although your business goals for social media may be to generate new memberships, what you are putting out there onto social media is still quite important. Your social media content is a great way to keep people interested and engaged with your business and to nurture them towards membership. It’s recommended to keep a close eye on the types of content your audience interacts with regularly, and to use this information to continually improve your content strategy.



  • On Facebook: Reactions, Comments, Shares
  • On Twitter: Re-Tweets and Replies
  • On Instagram: Likes, Follows

2. Website Referral Traffic

Website referral traffic is all about driving traffic to your website. The website is hands down one of the most important aspects of your marketing and social media strategy – it’s where your prospects can learn more about your health club and are most likely to be converted on special offers. Take a look at which social media platforms are sending the most referral traffic back to your website, and then strategize ways to increase that traffic to take full advantage.


  • Website Referral Traffic

3. Leads Generated

The absolute first step to generating new memberships is to first generate new leads. Because of this, it’s imperative to track how many leads are being generated from social media platforms. You can track these manually, on your own CRM or by creating a Facebook supported tracking pixel that automatically ‘tags’ converted leads directly on your website.


  • Leads Generated from Social

4. Customers

Drum roll, please … the ultimate result is new customers. Plan to consistently measure how many of your social media leads are joining as new members to your health club. Tracking this number will help to track which sites are working for you to reach your goal of new memberships.


  • Customers Generated from Social

So are you ready to hit the ground running with social media KPIs? By tracking and measuring the KPIs, you can continue to refine your social media marketing strategy to improve your results and increase your ROI.  

Tessa is an Inbound Marketing Consultant at WindFarm Marketing and specializes in the fitness and travel verticals, with an emphasis on B to C clients.
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