Jon Gilson, is the legendary CrossFit® author, speaker, and business owner, and the guy behind The world famous AF Project. The AF Project helps gym owners market and grow their box the intelligent way to get more members, maintain member loyalty and increase brand awareness. We love following his blog and you will to! In this article we will be looking at 3 CrossFit® Marketing Secrets we can learn from Jon Gilson that you can apply to your own gym!
#1 CONTENT IS KING
We have heard the expression “content is king” used to describe website text on many occasions but Jon believes that when it comes to CrossFit® marketing, it is truer than ever.
“The advice to engage in inbound is useless unless you’re actually able to create content. It’s the lynchpin of the effort, and two critical parts of the inbound marketing cycle depend on it: creating blog posts and writing newsletters”
1. Focus on Client Goals
Your blogs should focus on the goals that your box members and target box members have. It is easy to find out by speaking to your members and logging their responses when they first join your box.. Do they want to lose fat? Get fitter? Get faster? Your blogs should address their goals and concerns in simple and easy to understand language. Your website content should be matching the search queries of potential web visitors in the language they will use, so avoid overly technical terms. You want to connect with your readers so they become hooked on your website, box and trainers.
2. Amplify Your Content
Publishing a blog post and leaving it to sit there is usually ineffective and will not help you to spread your message to potential clients. Jon recommends publishing a blog post then amplifying its content through your social media channels and email database to really maximise its reach. He says “Publish the first two paragraphs of your blog as a Facebook status update and include a link to “continue reading”. This method is known as “closing the loop” or “cliffhanging”: your reader is baited with your opening, and wants to get the rest of the information, causing them to click your “continue reading” link”
3. Provide Value
Jon believes that a key element of great content in the CrossFit® world is providing value to readers.
“Give away knowledge: how to squat, how to eat for fat loss, how to maintain fitness while travelling, how to stay committed in the dog days of summer, what it really takes to be the Biggest Loser.”
Your readers should not be left disappointed when they finish one of your blogs or worse still, look for answers elsewhere because you did not provide them. If you are addressing an issue then don’t be stingy with content, provide real value and establish a high level of credibility in the minds of your audience.