SOCIAL MEDIA PLAYBOOK BY CHRIS COOPER YOUR NO. 1 GOAL ON : GET PEOPLE OFF SOCIAL MEDIA.

How Social Media Works

Sales Process

Email List

Prospec�ve Clients Social Media

Social media is an amazing amplifier. But You must know which platforms your clients like, and most people use it wrong. then you should post on them often. You’re better to identify two platforms and work hard on them than to Check out the graphic above. Social media’s job try and cover every platform all the time. Inconsistent is to attract attention and draw future clients to posting is the most common social media problem for your website. Your website’s job is to convert those gym owners. people to free consultations. Because most people won’t take action right away, you need a net—your Your third goal on social media: Quantity over qual- email list. These people need to receive regular con- ity. You’re better to post something every day than if they are to know, like and trust you. to post one really amazing thing every month. That’s how social media works. Social media is not an end in itself. Success is not determined by audience size but by affinity—the In this workbook, I’ll give you the steps to identify audience’s willingness to buy from you. which social media platforms to use, what to post, how often to post and how to set up your safety net. Your second goal on social media: Post often on the platforms your clients care about. PRIORITIES

1. Identify which social media platforms your clients use most. 2. Publish to the top two platforms three times per week each. 3. Focus on getting leadsto book free consultations with you. 4. Set up an email list to nurture those who don’t book. IDENTIFYINGPLATFORMS YOUR

The virtual world is infinite. It’s easy to get lost. 1. On average, how much time do you spend on these platforms? Should you spend time on , TikTok, Insta- None/ Less than 5 5-20 20+ gram, YouTube, Clubhouse, , Quora, , Platform almost minutes minutes minutes , Strava, Zwift or any of the other new plat- none a day a day a day forms where you can make connections? Facebook TikTok Any platform can produce brand awareness. And any can lead a potential client from awareness to inter- Clubhouse est. Together, platforms can also be paralyzing. So LinkedIn we’re going to focus on just two and become really YouTube consistent before we consider adding a third. Twitter First, identify your very best clients—your Seed Cli- 2. Where do you get news and about our gym? ents. (For instructions, click here.) □ Facebook □ Clubhouse Then share this two-question survey with them: □ Instagram □ LinkedIn □ TikTok □ YouTube □ Snapchat □ Twitter The survey responses should guide your output. Remember: It doesn’t matter what platform you or other gym owners prefer. You must drop lines where your fish are swimming.

1. Set up accounts on the two platforms your clients use most often. 2. Make sure you link the platforms to your website. 3. Publish to those platforms three times a week for the next three months.

You’ll find our top tips for the most effective platforms for conversions at the end of this book, including:

•Facebook •Instagram •Clubhouse If you’re a Two-Brain client, we’ve built your con- Remember: Your website is your stage. Social media tent for you. Open the Roadmap and go to Audience is not your stage. Social media is just your amplifier. Building, Milestone 2 to download over 300 done- for-you (but editable!) graphics for your social plat- Make sure people can get from your social posts to forms. In Audience Building 4, you’ll find an editable your site. content calendar and distribution plan. “WHATI POST SHOULD ?”

The key to success on social media is to making posts that promote your content and direct understand your audience. people to view it on your site. 4. Convert people from your site to book a consulta- The top strategy on any platform is this: tion or join your email list.

1. Find the most common questions people are ask- To that end, the advice below has less to do with ing on the platform. “what kind of pics should I post?” and more to do with pulling people from a social platform to 2. Write or record answers to the most common your site. Because, in the end, it doesn’t matter questions and post them on your website. exactly what you post or how big your audience is on Facebook; what matters is how many people 3. Respond to questions on social platforms with a cross the chasm from Facebook to your site and take link to your website. You can do this by directly en- action there. gaging with people via comments or direct messages (the latter is more powerful). Or you can do it by

PLATFORM BY PLATFORM: TOP TIPS TO ATTRACT AND CONVERT

Remember, if you’re a Two-Brain client, we’ve built mountains of content for you already.

You’ll find 300 done-for-you, customizable graphics for your social media platforms on the Roadmap in Audience Building, Milestone 2. They are organized in specific campaigns and will fill your platforms for almost an entire year. Facebook generate conversation.

Facebook has more active users than any other social • Twice per week, update your story. Note who platform. If you didn’t do the survey above, play watched it, then message those people and ask how the odds and wager your clients are on Facebook. you can help them. Encourage them to book consul- (We still recommend you do the survey rather than tations. guess.) • If you have a lead magnet to share, use it. • At minimum, post three times a week to your Face- book page. If you have fewer than 50 clients, post to • Some gyms have success starting a local “health your personal profile as well. and fitness” group for their community. But these groups require constant monitoring and content pro- • One of the weekly posts should be a story about a duction to work. If you can spend 10 minutes twice client. Add the post to your Facebook story. per day answering questions and sending DMs to people, a group can help you grow your business. • Respond to every comment or question on your post. Boost the posts on your Facebook page that Instagram Instagram posts on our Roadmap: Audience Building, Milestone 2. The acquisition of Instagram by Facebook made plac- ing ads and sponsoring posts much easier. But getting • Use the link in your bio to direct people to your people off Instagram and onto your website is tough: website. Instagram only allows you to use one link, The graphics-driven format is addictive, and most so create an Instagram landing page if you publish direct links are buried in the bio of the poster. regularly and need to feature more than one piece of content. Here’s our Instagram landing page. • Make sure you get a contact button on your profile by setting your account to “business” and entering • Top tip for 2021: Look at the people who watch your information: Instructions. your Instagram story or like your posts. DM each of them. Copy our brief message below if you need a • Then create a clear to action with a “book” template. Link them to your website’s free consulta- action button that will allow people to book appoint- tion page on the third message and ask them to book ments quickly and easily: Instructions. time to speak with you in person.

• Post at least three times per week. Two-Brain DM: Are you interested in improving your fitness in 2021? clients can access over 300 premade and editable Clubhouse

Read our full review of Clubhouse for gym owners here.

• Clubhouse doesn’t have a native way to have a private conversation (a DM or messenger function), so most users share their Instagram and Twitter profiles. When they take the stage, they’ve learned to say, “If you want to chat later, just DM me on Instagram.”

• A better idea that’s rapidly growing in popularity: Send people to a domain off Clubhouse that’s easy to remember. There’s a huge surge in registrations of .club domains right now, as Clubhouse influencers say things like:

“Want to suggest a topic? Just go to name.club and fill out our form!” “Want to speak in our club? Pitch your idea by filling out the form on fitnessbusiness.club!” SET UPEMAIL YOUR NET:

When people visit your website, your first goal is to Send people an email at least once per week. have them book a consultation. But most people won’t want to sign up for a consultation the second Start with our “10-Word Email”: they reach your site. They don’t know enough about you yet. So you need to keep the dialogue going. • Subject : Quick question • Body: Are you still interested in improving your Email allows you to carry on the conversation with fitness in 2021? potential clients until you can convince them to buy. This is why email converts better than any social me- Then write “love letters” not “sales letters”: dia platform. Instructions.

To entice people to sign up for your email list, you Remember, If you’re a Two-Brain gym, you can find can use “lead magnets.” You can see more than a a host of emails to copy and paste on the Roadmap: dozen examples—and start a conversation with us— Client Journey, Milestone 4. here: Free Tools. Here are 10 sample topics pulled from the most common questions asked about fitness on Quora. Answer them in letters to your mailing list.

1. Will lifting weights make me bulky? 2. Can I gain muscle mass and get shredded at the same time? 3. I am 29 and I’ve never worked out. Will I be able to get a good physique and muscle mass even if I start at this age? 4. What are some fitness and nutrition hacks to build muscle fast? 5. How do I get six-pack abs as quickly as possible? 6. Can you do CrossFit if you’re overweight? 7. Does weightlifting affect your joints once you are above 50? 8. What workout routine is best for your core muscles on a daily basis? 9. Can you get six-pack abs from running? 10. What’s the hardest part of getting fit? SUMMARY

Social media can grow your business. post consistently for months on the two platforms your clients really care about. Back that plan up with It can also shrink your business by drawing your regular messages to your mailing list. That’s all you attention away from the more important things—re- need to do in the beginning. tention, client care and sales. It’s easier than ever to find yourself looking back on your day and thinking, Find where the fish are swimming and cast your line “Where did those 12 hours go?” because you get lost there over and over instead of trying to cover the on social media. We exhaust our attention scrolling whole ocean. through hundreds of posts—and so do our potential clients. Action Items

Remember: Attention is a step in the marketing pro- □ Identify which social media plat- cess; it’s not the goal. Read “How Many ‘Likes’ Do You forms your clients use most. Need?” □ Publish to the top two platforms three times per week each. Keep it simple. Before you worry about ads, boosted □ Set up an email list and send a posts or setting up a profile on that new platform, message once a week. NEED A PLAN TO GROW YOUR FITNESS BUSINESS?

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