Category Archives: Social Media

How to Use Video to Generate Leads

By | Business Help, Digital Marketing, Julie Weldon, Marketing, Social Media, Videos | No Comments

So you say you want more leads.

That would solve a lot of problems, right? More money, fuller classes, you could hire another coach, etc.

Alright then, I have one question for you….

Just how much do you want those leads?

To get more specific, what are you willing to do to get them? How uncomfortable are you willing to get?

Are you willing to consistently put out content so that people come to know you as the expert?

So many know they need to create consistent content, but let’s be honest, few are willing to commit to it on a regular basis. Everything else somehow takes priority. 

Far too many gym owners want the quick fix. Write a blog or two. Shoot a couple videos. Do a Facebook ad. Run the newest, hottest, lead-generating tool/event you just read about on a group page. Then… hope (actually, expect) the leads will pour in.

But, the problem with quick fixes is that they’re just that. A quick fix. They’re not intended for long-term, consistent results.

The hard truth is that a quick fix is often the abandonment of responsibility. That statement may need to be read again for it to sink it.

In business, CASH is king.

In marketing, CONTENT is king.

These days in content, VIDEOS are king.

All the current research and studies are proving that video is where it’s at (and our experience wholeheartedly agrees with this). Not where it’s headed, but where’s it at now. A few statistics from an infographic by Hyperfine Media prove this point:

  • Including video on a landing page can increase conversion by 80%.
  • Video in an email leads to 200-300% increase in click-through rate.
  • 90% of users say that product videos are helpful in the decision process.
  • Enjoyment of video ads increase purchase intent by 97% and brand association by 139%.

These are some big numbers. You don’t have to have a degree in content marketing to know that video ruled the web last year. And, experts believe that video content will account for 74 percent of Internet traffic this year. 74%. Wow.

So the question, then, that begs to be answered…

How are you using video to increase your leads?

Good videos can differentiate you from your competitors because they open up people’s hearts. They evoke emotion. Unlike a blog or Facebook ad, or even an image, videos make people feel something. Once your marketing crosses over into the feelings territory, people want to do business with you. Because they can connect with you. As a result, videos become a massive win for your content strategy.

Using videos produces a number of benefits: 1) they can help boost your customer engagement, 2) they can increase a person’s time spent on your site, and 3) they can help you convert your leads into paying clients. If you use video creatively and with a purpose, it can transform your website into something that is dynamic and interactive and, most importantly, will establish you as the expert. Helping you transform your website and combine it with effective marketing is our specialty.

So, how do you make and publish videos with creativity and purpose?  

Here are just a few thoughts to get you started:

  • Don’t overthink it. Practice makes perfect. Like riding a bike, the more you do it, the better (and more comfortable) you get at it.
  • Speak in a language that even (or especially) the beginners would understand.
  • Be relatable and fun.
  • Pay attention to your backdrop and the level of background noise.
  • Be consistent in creating content.
  • Keep the majority of your videos short. Under 2 minutes and for Instagram, under 60 seconds are the good rules of thumb.
  • Add in music. You can get free licensed background music here. And you can easily edit in music to your video using iMovie or Quicktime.
  • Get an inexpensive lavalier microphone to connect to your phone for better sound quality.
  • Anytime it’s appropriate, include a call to action. Make it stupid simple for them to take the next step with you.
  • Whenever possible, tag people in the video and encourage them to share.

It is important to remember, though, that your ultimate goal of creating videos shouldn’t just be to capture a bunch of “stuff” for the purpose of checking it off a list. You want to build a purposeful library of videos (and other content) that establishes you as the expert.

Here are several ideas of what you could shoot in your videos:

  • Explain how to do something. How to videos are a good way to demonstrate your “product/service” while helping people get better at something.  
  • Highlight your athletes. Video a wide variety of people to show that everyone (in your target audience) can benefit from what you’re providing. The Rule of Social Proof says we’re much more likely to do something if we see someone else successfully doing it.
  • Promote your events. Short, fun videos to promote things that you’ve got going on in your business.
  • Raise awareness. Highlight important things going on in your community.
  • Give quick tips. On eating better, buying groceries, cooking meals, keeping moving at work, etc.
  • Record a product/software demo. Software is usually a learning curve for people, so why not help your clients by recording a short screencast (can use Loom or something similar) of someone using the system.
  • Do video testimonials for website, emails, or newsletter. These will add a different dimension and more trust to your client testimonials than just an image and text.
  • Highlight your business. Welcome visitors to your site on your homepage, introduce members of your staff or shoot a quick “day in the life”. This type of content allows people to feel like they know you before they even meet you and could be the deciding factor in helping someone take the next step in wanting to do business with you.
  • Repurpose your text content. Turn your blog entries into short video blips of content.
  • Facebook Live is a great tool when you’re in the middle of a fun event. Let people know what they’re missing out on!

These ideas are just scratching the surface, of course. If you haven’t yet determined your content marketing strategy for the year, make that a priority and be sure to include lots of video.

Biggest thing in getting started? Step outside of your comfort zone and shart shooting.

If you need help, schedule a call with us or email me at!  We’d love to help.


-This post was written by Julie Weldon.

5 Ways to Use Social Media to Promote Your Gym

By | Branding & Website Advice, Clay Weldon, Digital Marketing, Social Media | No Comments

I have a love-hate relationship with social media. My guess is you do too.

So many businesses, friends, and groups fighting for our attention wanting us to be part of whatever they are up too.

You also have a growing business which relies on brand awareness, and in case you’ve been living under a rock, social media is the way we give people a glimpse into what our business provides as well as the culture around it.

Here are 5 ways you can overcome your social media fears and turn them into action:

Develop a Simple Plan.

You don’t have to overthink this one. You don’t have to be on all the platforms, just the ones where your customers are, which are typically Facebook and Instagram. Now think about what type of content you would want to see. Go take a look at what your competitors are posting and ask yourself if it’s compelling, interesting to you, or is the same old boring stuff you see from all the other other gyms. If that’s the case, then don’t follow their lead. Stand out.

Use Good Visuals.

Think about what makes you linger on a post, what makes you stop scrolling up or down and read something. Usually, it’s the visuals. A captivating image, a video that looks worth your time, an infographic that has info you’re interested in. We are in an age where people are willing to spend less and less time on reading long prose. Flavor your posts with images and video like salt and pepper and your chances of generating interest increase ten-fold.

Pay Close Attention To Your Headlines.

Your headline is the first thing a potential reader sees, and if it’s not engaging enough, it may be the last. It’s often said in marketing circles that 4 out of 5 people will read your headline, but only 1 out of 5 will read the body copy. Upworthy co-founder, Peter Koechley, says, “The difference between a good headline and a bad headline can be just massive. It’s not a rounding error. When we test headlines we see 20% difference, 50% difference, 500% difference. A really excellent headline can make something go viral.” Think about what makes you click when headlining your posts or web content.

Pay to Play.

Gone are the days when you can share a post on your Facebook page hoping it shows in someone’s feed. Did you know that even if you have lots of people who have “liked” your Facebook page, only a very small percentage (approx. 1-3%) even see your posts unless you pay for them? With that said, you still don’t have to invest a large budget to get in front of the right people. Just remember if you want to get your post in front of people, you have to pay for it. Fortunately, Facebook has made it really easy to target the right people and run ads. Good resources can be found here.

Build Relationships with other Local Businesses.

You are a local business. Most likely you don’t have any desire to open 25 more gyms across the country, or even across your state. There is power in developing genuine relationships with other local businesses where you cross-promote each other’s services. Think outside the box – pet grooming services, wineries/breweries, day care facilities, restaurants, massage therapists, jewelry stores, chiropractic offices, etc. Any place where your members (or potential members) visit/shop. Maybe highlight one local business a week on your social media, tagging them. The more you help (promote) others, the more others want to help (promote) you.

In this day and age, people live on social media. If you want to grow your gym, it’s worth your time to be on there as well.

Marketing Doesn’t Work

By | Blog, Branding, Branding & Website Advice, Building Community, Digital Marketing, Matt Scanlon, Social Media | No Comments

I’ve heard it plenty of times and I’m sure you have too: If my product (gym, coaching, programming, community) is good enough, it will market itself.

I agree.

So Marketing doesn’t work, right? I’ll submit to you my favorite Family Guy clip as it pertains to Marketing:

Obviously, this is over-the-top. But, it’s not too far off from the gut reaction most have when they think of Marketing; Don Draper with his feet on his desk, on his 2nd Highball before noon – scheming of ways to manipulate the masses into purchasing products they don’t want or need. Kind of a nasty picture, isn’t it?

I have new obsession. Fine, addiction. Alright – problem. Spikeball. Not a day has gone by in the last month where we haven’t played a pick-up game at the gym.

I first saw Spikeball on an episode of Shark Tank. It looked cheap, cheesy, and far too difficult to play. Then, my brother-in-law sent me a video of some guys playing it in a park in Denver. I searched for it on YouTube and found that they actually have a board that sanctions official events. I sent a video to a coach and asked him if he’d be down to play if I bought one. 48 hours of Amazon Prime later, and I’m a proud owner of a Spikeball set.

Did Spikeball “market” to me? Honestly, who knows. Yeah, Shark Tank is a HUGE platform to make consumers aware of products. But, I didn’t immediately go online to buy one. Was my brother-in-law a paid ambassador for the brand? Not that I know of.

After I searched for a YouTube video of the sport, I saw other cool videos “suggested” to me as I visited other websites – including Facebook. Did they drop a cookie in my browser to follow me around the internet? I’m sure of it.

But, the videos were actually really cool. The people in the videos looked like me, were having fun, and appeared to be social and active. Check. I saw myself in their shoes. I related to their story.

Once it came in via UPS we broke it out immediately. I assembled the rig, attached the net, and began to read the rules of play. We were instantly hooked. The cool YouTube videos and social proof from my brother-in-law all lived up to the hype. I’ve had so much fun with the product that we even played it as an ice-breaker at a recent seminar at the gym. I post videos on Instagram almost weekly. I send Snaps to my teammates. Members of our gym have even begun to joke that it’s all we do all day long.

So, was this “Marketing”? Honestly, I don’t know anymore. Thankfully, social media and access to information has created the most savvy consumers ever in recorded history. “SMOKE” is no longer effective because I have access to hundreds of studies to the contrary at my fingertips.

Does internet marketing work for your gym? I don’t know… Do you share pictures of your members having fun? Do you post inspirational quotes on social media? Do you have opportunities for your members to bring their friends to social events? Do you send out a newsletter? Do you have a referral incentive (even if it’s a thank-you note)? Do your coaches high-five your members after a job well-done? Do you ask members to give you a review online?

These are all stories. Stories of your business. Stories of results. Stories of your product. The harsh reality is that there are a million things competing for our attention. You could have the best programming, coaching, community, results, members, and events of any gym in your city. Actually, I’m sure you do; the fact that you’re reading this means you give a damn. But, who hears those stories if they’re never shared?

A good product must be given a platform to be shared. Had Spikeball been a complete bust, it’d be in the trash and never spoken of again. Quality of product matters. Sharing the story of that product matters.

So, maybe we need a name change? Maybe instead of Marketing we call it Storytelling? Sharing? Social Proof? Branding?

Whatever you call it – share it. You, your members, and your community must have multiple opportunities to know your Story. I know your product is spot-on. Give your heroes a platform to share.

Check out our New MOMENTUM Marketing Plans >

60 Creative Content Ideas

By | Blog, Digital Marketing, Julie Weldon, Social Media | No Comments

Gone Viral.As we continue our “Content Marketing” theme for the month of June, we thought it would be relevant to give you a list of ideas for content topics. If you find yourself sitting at work staring at your computer screen, knowing you should create content but at a loss for what content to create, this list just might come in handy!

Content creation doesn’t have to be a burden. It doesn’t have to be long, and it doesn’t have to be “professionally done”.

With that said, it does have to be true and without errors – please proofread and edit (or better yet, have someone else edit) all your content before you hit publish!

As you go through your days, begin paying close attention. What are the conversations? What are the questions? What are the challenges? What are the high-fives? These are the things to turn into “content”.

Remember that what seems simple to you can be very interesting to others. And what seems obvious to you can often be ground-breaking to others. Don’t hesitate to publish about things you know well. The simplest explanations can sometimes become the most popular type of content you create.

So, without further ado, here’s a list to get your creative juices flowing…

Tell stories:

  • Of your new members
  • Of a personal training client success story, backed up with solid transformation pics
  • Of your member who has been with you the longest
  • Of celebrations your members are experiencing outside of the gym
  • Of what your members are involved in (activities, daily life stuff) outside of the gym
  • Of why you opened your gym
  • Of a hurdle you’ve overcome in life – an accident, health issues, weight issues you overcame to be where you are today
  • Of what you like to do when you’re not at the gym
  • About what gets you up in the morning
  • About something funny that happened to you while training or while training a client
  • Of a mistake you’ve made and what you learned from it
  • To highlight and show off your coaching team

Talk about a product:

  • A health or fitness product you’re using
  • A product you’re thinking of using to get other people’s opinions
  • Any supplements you recommend using (and not using)
  • Best post-workout drink for your body and taste buds
  • A product they can use at home on the “off days”
  • A health and/or fitness magazine you like and why
  • Fitness apps you use on your phone
  • Your coaches choice on different types of workout gear – clothes, shoes, socks, headbands, etc.

Talk about routines:

  • Your favorite healthy meal – this could be a video of you in the kitchen cooking it
  • Your favorite cheat meal
  • Best time of day to workout and why
  • Healthy habits to start
  • How to stay fit, sitting in an office and at a desk all day

Give lists:

  • 10 quick & easy healthy recipes
  • 5 good date night recipes
  • Top 5 things to do around your town
  • Top 5 healthy restaurants in your town
  • Top 5 biggest objections to working out
  • Top 3 fears you’ve heard from potential new members
  • Your top 3 favorite CrossFit Athletes (and why)
  • Top 10 songs on your workout playlist right now
  • Top 10 ways you can spot a CrossFit XYZ member
  • Who to contact when (share what your members do for a living so they can “hire from within” the community)

Provide How To’s:

  • How to choose good foods in a supermarket (you could even film yourself shopping at grocery store, farmer’s market, etc.)
  • How to eat a good breakfast, and why it’s important
  • Do short videos demonstrating specific exercises (your favorite ones, ones that people struggle with, etc.)
  • How to on some tricks that most people don’t know about when working out
  • How to make working out fun again
  • How to welcome new people (based on your purpose statement, values and culture)

Report Gym News:

  • Real-time updates of what’s going on at your gym right now
  • PR’s of the week
  • Members and coaches birthdays
  • Any new equipment you’ve bought
  • Any upcoming events you’re hosting
  • Any specialty courses you’re offering and why they’re worth attending


  • Write about a cause or charity you believe in and support
  • Holiday specific articles, like getting ready for Christmas holidays
  • Holiday workout tips
  • Holiday eating tips
  • Highlight any CrossFit industry news (Regionals, Games, athlete news, etc.)
  • Do an exercise/challenge of the day
  • Highlight a new book you’re reading, website you’ve found, or helpful resource people could benefit from
  • Write a post reviewing the year you’ve had
  • Write about weight loss myths
  • Write about muscle gain myths
  • Write about nutrition myths
  • Google “funny fitness equipment” images and share
  • Write about old fitness trends – and how the fitness industry has changed over the last 10 years
  • Do a “which one do you like?” post – people love “this or that” type of content


These are just a few topics to jumpstart your creativity. Some other ideas – you could start weekly routines, such as “Monday Madness” (PRs gained over the last week), “Top 10 Lists on Thursdays”, “Q&A Fridays”, “Good News Fridays”, etc.

What makes content creation much easier is to choose a theme for each month, and then develop a content calendar. Planning in advance takes out both the guesswork and the feeling of overwhelm and dread in “having” to publish content… again.

Biggest thing is to just start. The drawbacks are few, but the benefits are many of pumping out consistent content.

You started your gym because you are the expert. Show your community your expertise by creating content they are interested in.


This post was written by Julie Weldon.

How to Build a Content Calendar (with free template)

By | Blog, Digital Marketing, How To, Julie Weldon, Social Media | No Comments

business plan on wall

The vast majority of things in life that are wildly successful can be traced back to a plan.

You know the process – an idea is born, or a need for doing something differently arises, and then  – whether in your head or on paper – a strategy for creation and/or change begins. Whether it’s a written to do list, or a full business plan, the idea goes from concept to finished product with accountability and execution.  

When don’t things get done?  When there is no plan. When there are only good intentions. When there is no accountability.

We all have good intentions. Those intentions can be around money, or weight, or relationships, or travel, or growing our business – but it’s amazing to realize just how often few of those good intentions actually turn into something.

When it comes to your business, like fitness, you have to have a plan. You just can’t willy-nilly it to success.  And, the marketing of your business is no different. You can’t cross your fingers and hope people will find you. Far too many people open their doors with the “if we build it, they will come” mentality. And then they wonder why “they” aren’t coming to check them out.

The results of our 2016 Annual Affiliate Survey show that 60% of gym owners (520 of 866) said the area they needed to invest more marketing dollars was in online marketing – developing content, investing time on social media, creating automated emails that work when you’re sleeping, etc.


It’s now June, we’re halfway through the year… and I’m curious how many of those 520 folks have followed through.




We asked in the same Affiliate Survey, “How often do you publish free content to help your clients (and future clients) get better?”  

The answer?

66% said they publish content once a month or less.


Honestly, this is crazy.  Once a month… or less??

This statistic is significant. If you fall into this camp… how do you expect to be found? You want more members? You have to get in the content game. No more excuses.


But you have to have a plan. And you just really have to stop saving this critical piece of your business until tomorrow.

If the old adage is true that it’s never too late to start, then now is as good a time as ever to follow through on what you know you need to do. Content is critical. As we talked about in this article a couple weeks ago and on this podcast, creating content establishes your credibility. It gives you the permission to invite someone to try your product or service. It presents you as the expert.

Because good intentions, we all know, rarely win in the end. Before you know it, a month (or six) will go by and you’ll realize you’ve been virtually silent. And marketing silence doesn’t bode well for growing a business.

This month all of our content efforts at 321Go are focused on Content Marketing and Strategy. Our MOMENTUM Gyms will receive a pre-built content calendar to share with coaches and staff, keyword planners for SEO, and step-by-step instructions on how to execute on a robust content strategy.

As part of that campaign, our MOMENTUM gyms will receive a version of this Content Calendar template. Feel free to download this simple form and begin to populate it. If used properly, it will serve as an accountability tool to begin getting your content out there. To publish. To let your voice be heard and show the world you know what you’re talking about. And to let them see that you have a good thing going on.

It doesn’t have to be hard. Don’t make “publishing” something harder than it needs to be. Even if you publish two things a week, that’s better than where you are now.

And once you start, consistency is key. Much like working out, lack of discipline is not your friend. Make a plan, and stick with it.

Healthy things always grow. But it takes time and disciplined commitment to make something different than it is today.

Want To Sleep Better At Night? A Marketing Plan Always Helps >