Martial Arts World News Magazine - Volume 23 | Issue 3

GROWTH HACKS
Social Media Advertising
Data Usage
by Mr. Sean Lee
Continuing from last issue, we need to remember that when we’re posting some of
your audience is already your current students or current student’s parents, but they
are still a much smaller number than your true potential market for your area.
Let’s say if you have 300 students, those 300 students are really
a very small number compared with say the 50,000, or 500,000
people in the region. Those are the kind of reach that generates a
continuous funnel of leads.
So again there’s a big difference between regular social media
posting and social media advertisement. Social media marketing
requires utilizing the proper channels. For example, many kids
are watching YouTube short videos and TikTok, and Snapchat
platforms. But as far as I know, those new social media channels
like TikTok or Snapchat don’t have enough databases to focus on
demographics. They only know where the prospects
are who are real people utilizing their device.
So for example, I’m in Orlando and if I open up
and start watching social media on my phone, it
will see me as a potential prospect. They know
where my location is, but the social media
platform doesn’t have any other information
like my age group, if I have children, if I had I’m
married, or other pinpointed demographics like
income or education level. This still makes the
marketing swing have a greater chance of missing
the target.
Only Facebook and Instagram
have that kind of pertinent data
because they’ve been collecting it
for the last decade. They’ve been
asking for information like: your
age, school, where you graduated
from, and your employer,
and your interests. They
tracked all the likes, all the data, and they stacked it up for a decade.
They have plenty of targeted data and since Facebook took
over Instagram several years ago, they are sharing the data which
provides them with information for both an older and younger
generation of users. So even without utilizing a Facebook account
they are linked through their Instagram account.
The numbers that I’m getting from the last several months when
we run an advertisement, have shown most of the prospects, like
72 - 75% are from Instagram. They were reached through the Facebook
advertisement and Instagram advertisement, and they opted
in from there. So even if you are making a lot of videos, which is
great, but you need to get people to watch it and they need to be
people in your area. This is important because as you know, the
Martial Arts school business is a local community business.
So of course, social media platforms reach are global and can
go nationwide at the push of a button. But your prospect and your
students are coming from maybe a five mile radius. Sometimes if
you are in a suburban area, your viable market could be like seven
miles. So sure you can still make a video for your brand and follows,
but you don’t want you to spend too much time on it.
Again those platforms like TikTok or any of the other short video
social media channels that do not have ability to utilize data to
pinpoint your post reach specifically for prospects in your area. So
I know many are trying to utilize social media advertisement, but
they are not getting the results because there has to be some sort
of a mechanism along with data or possessing enough knowledge
and experience to manage the advertisement. So if you need more
ideas, you can always reach out to me anytime by email, social
media channel, or phone call. I would love to discuss with you to
help you improve your social media advertisement.
SEAN LEE is the Executive Director of Sales and Marketing for hundreds of martial arts schools
and specializes in online and social media marketing using his extensive professional experience in
sports and martial arts marketing, contract negotiation, and investment.
62 MARTIAL ARTS WORLD NEWS VOLUME 23 | ISSUE 3