On Instagram, a string of hearts is a good thing: It means people took the time to double-tap and like your content. That’s engagement, and it’s important. A like is better than nothing, but a comment is even better still. Comments mean people stopped scrolling and took the time to write something, ask a question, offer a compliment, and so on. They didn’t just give you a high five in passing. They stopped to say, “Wow. I really like what you did.”
That said, likes and comments are the singles and doubles of Instagram, to use a baseball analogy. Profile visits can be considered triples, and website clicks are home runs. A profile visit means you did enough to make someone want to learn more about your business. A website click means you moved a person to get off Instagram and get onto one of your properties, where you can educate, inspire, help and ultimately earn clients or customers.
Not to be overlooked: shares and saves. Both are good. A share means a person thinks a friend would be interested in what you have to say, and the sharer is helping you get the post in front of a potentially interested party. A save means a person wants to spend more time with your content later on. It might mean someone is interested but rushed or it might mean a person wants to revisit your content. Either way, you’re winning.
All of this insight is available to Instagram business accounts, but it’s very easy to miss it when you’re watching a string of hearts pop up in your notifications.
Here are actual stats from three posts a gym made in January 2019:
The second and third photos were big hits for this account and generated far more likes than an average post, which receives about 50 likes per post.
So which post was the most successful? You might say Photo 3, which was a creative riff on a popular challenge. The post lacked a call to action and wasn’t designed to do anything in particular. Photo 1 and Photo 2 did have calls to action. The former directed people to a YouTube video, and the latter asked people to book a free consultation. Here are the actual engagement stats for each one, and it should be noted that half of all comments were written by the original poster as responses to organic comments:
Photo 1, which had the fewest likes and comments, had a huge number of actions, including 27 clicks that directed the viewer off Instagram and into a branded YouTube video designed to establish expertise.
Photo 2 didn’t have any website clicks—which was the desired outcome—yet the post was shared 16 times. A bit more info: the post featured seniors working out, and 16 people decided a friend needed to see it. This recommendation carries a lot of weight, and in this case it’s hoped that younger viewers of the original post sent it to parents who might need the services featured. Without being able to pinpoint the exact result of the shares, it’s certain that the post reached a warmer audience by virtue of the share.
Photo 3 had a landslide of likes and a decent number of profile visits, but viewers didn’t do anything else. That’s not necessarily a bad thing: They still looked at branding and read more about a business. But a profile visit is far less valuable than a website click.
In short, insight is essential on Instagram. To access your insights, ensure your account is set to “business.” You can do this through the settings menu. To access collected insights, go to your home page, then click “insights” in the menu found in the upper right corner. To access insights for individual posts, click on your post, then click “view insights,” which can be found directly under the photo or video.
Hopefully this short exercise motivates you to look beyond likes and take a closer look at your Instagram data. You’ll find valuable information there, and you can use it to determine which posts to boost, what sort of content to create, and how certain content motivates people to interact with our business.
“My clients would never pay $250 for a gym membership!”
Well, they’ll pay $250 for something. What?
If you asked, “What’s the worst way to price my service?” I’d give you one of these answers:
Copy everyone else, and then drop your price by $5
Take the average of everyone selling “CrossFit” in your area
Guess at “what feels right”
Decide what you can afford to pay, and charge that.
I know, because I’ve done all four of them. Here’s why they’re wrong:
1 + 2: other local CrossFit gyms probably have no idea how to price their service, so they did the same thing. Every new generation of gyms in your town now sells an identical service for $5 less per month. Guess what will happen two years from now? Yep: someone will do what you’re doing for less.
3 + 4: you’ll guess wrong. We all project our budget onto our clients. When we’re in the Founder phase, we have less money than our clients do. Stop projecting your own poverty and fear onto everyone else; it stinks!
The right way to set your rates is mathematical: you calculate your desired income and your projected expenses. Then you figure out how much money you need to break even. You should be able to reach breakeven on 50 clients or less; 30 is better. At 150 clients, you should be paying yourself and at least one solid coach.
“But…30 clients?!? I’d have to charge $250 per month! No one will ever pay that, when every gym around me charges $95!”
Maybe you’re right. Flip the script: instead of asking, “What will people pay for CrossFit?” ask, “What service can I sell that’s worth $250 per month?”
Maybe that’s a 1:1 package. Maybe that’s a small-group session. Maybe that’s a nutrition + group plan.
Sell it, and LIVE UP TO IT. Deliver $250 in value every single month. Signal value in everything you do: look professional, speak professionally, and give them exactly what they’re buying.
It’s probably something that no one nearby is selling. Don’t be surprised. If every gym understood value and its relationship to price, the average CrossFit gym would be charging more than their 2010 rates, not less.
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 media to share and replicate and educate. They’re building trust and authority your town, whether you know it or not. What if that all went away? It’s time to take control of the horse pulling your cart.
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!