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Facebook Feed Instagram Stories Messenger Mobile Audience Network The ads manager platform in Facebook is powerful and ROBUST. Sometimes, all of the capabilities that it has and the advertising options it provides can be overwhelming. Where should you focus your advertising efforts and your budget? What is the best investment for you? We’ll help you find out in this weeks video.

You need to hit “Publish” more. When people in your community want to know, “How do I lose weight?” they should immediately think, “I know – I’ll ask Dave!” I’ve been writing about your need to establish authority for years. We give TwoBrain clients tools to do it: 30-day content challenges, prewritten emails and templates, and even Fill-In-The-Blanks video. Your business relies on media. If you own a CrossFit gym, and haven’t been publishing content you made yourself, then you’re relying on HQ to do it for you. So far, that’s been working…at least, a little bit. Counting on HQ to make your media is like counting on your clients to tell their friends about you. It’s a beautiful wish. But it’s too passive. Time to start producing your own. And social media doesn’t count: Facebook and Instagram are distributors of content, not hosts. Here’s a cue to get you going. First, ask yourself: am I more comfortable talking in front of a camera; writing a blog post; or recording myself with a microphone? It doesn’t matter which is best. Pick the one you’ll do. Second, set a clock for ten minutes. You know how to do that. Third, start with this sentence: “My name is _____, and I opened my gym because…” Then just tell your story. End before the clock stops. But go ahead and use the full ten minutes if you want. Then, publish your recording. Publish the FIRST take. Video: upload to YouTube. Upload to Facebook. Upload to Instagram TV. Blog: publish on your website. Email to your list. Audio: Publish to your podcast.   Do NOT try to make this first one perfect. Quantity is still more important than quality. It’s just important to build the habit. Tomorrow, tell another story.   Until today, CrossFit Media has been doing a lot of your job for you. They’re attracting attention to your brand; they’re giving you ...

If you utilize paid digital advertising, chances are you are rapidly adding people to your newsletter list.   And even if you have not been running paid ads or if you’ve been less aggressive on that front, you should still be adding people to your list every day through your website, organic search and through the content you put out.   As your list grows however, you’re going to have people who become inactive – people who have stopped opening your emails or who haven’t taken acton with you. You’ll also, of course, have another subgroup of people who used to be members but are no longer your clients for whatever reason.   What can you do with this segment or sub group of inactive subscribers? What steps can you take to get them to re-engage with your business? Click to watch to find out!

When can a shortcut help us, and when can it hurt us? Here’s a four-question test. We all need marketing now. For the first time, gym owners have access to marketing that works–at least, in the short-term. That’s a huge problem solved. But the next problem to solve is, “How do I pick the marketing that will benefit my business in the long-term? How do I know the difference between a strategy and a shortcut?” Because we all know that some shortcuts can actually hurt us. We’re fitness coaches, after all, and we spend part of every day telling our clients to stay away from 800-calorie diets and Slim-Quick shakes and pyramid schemes for supplements. At TwoBrain, we want you to attract clients one at a time; form a personal coaching relationship with them; and keep them for a decade. We use Affinity Marketing, content marketing and high-level Facebook marketing to do that (and it’s all in the Incubator). The other option is to run challenges of 30-40 people at a time through your gym using cut-and-paste Facebook ads. The first is powerful; the latter is a powerful shortcut. I try not to quote Seth Godin more than once per year, but his podcast today featured a great framework for determining which shortcuts can help and which can hurt. When he’s presented with (or finds) a new strategy for growth, Godin asks these four questions: Is it repeatable? Can I keep doing this for a long time, or is it a crash diet? Is it non-harmful? What are the downstream effects on our culture? Is it additive? Will it improve over time? Can it survive the crowd? Does it have to be a secret?   Let’s hold group challenge marketing up to Godin’s four questions: Is it repeatable? Yes…for a few rounds, anyway. But anyone who’s run a large group six-week challenge will tell you that it’s pretty exhausting. Imagine ...