If you’re in the online health and fitness space, or you’re thinking about dipping your toes in it to see if it’s the right thing for you, then you already know that creating quality content is the name of the game.
And not just quality content, but, a large quantity of content as well.
It’s not uncommon to see the top-performing coaches in our industry (I’m talking from a business perspective) post something every single day of the week.
Whether it’s a video, podcast, article, social media post, or live event — something is going down that day.
If you want to make it to the top, you need to find a way to systemize your life and your business so that you can consistently produce both quantity and quality.
Doing so will build trust in your audience so they can guarantee every time they check in to your page, you’re going to deliver the goods.
But, sometimes coaches post quality content on a regular basis and still don’t seem to gain any traction.
Why is that?
Lots of times it’s because what they are saying isn’t relevant to the current season that’s underway.
“How to eat healthy during the holidays” isn’t going to perform as well in July as it is in December.
“Hill sprinting for hockey speed” isn’t going to do nearly as well in the snowy winter as it is in the summertime where it’s much more practical for everybody to go outside.
When you post something, are you trying to make it both relevant to what’s modernly trending and making it quality at the same time?
Or are you just focusing on quality?
I think you will find that if you post something trendy with the current landscape, more people will check it out.
Then, once they checked it out and saw that it was good stuff, they will then look into you further and see all of your other good content and start reading your stuff all the time rather than just when it’s trendy.
You use the season to “trap them”, and then once you have them (provided you are making quality content) you will have a new raving fan of your work.
Your approach to this can be spun in many different directions depending on what products you have, what your opt-ins are, and where your niche is.
But, this three-step process should get you started in the right direction.
Step #1: Give!
Without going overboard and blowing up their inbox, focus two weeks on creating great content and building trust in your audience (who are also your prospects, so, make this good).
Deliver short, actionable tips that are completely embedded in the current scene.
“Summertime Shred Tips!”
“Metabolism Boosting BBQ Dinner!”
“Staying Lean During The Holidays!”
Are all examples that should get your brain thinking about what you should be doing here.
Essentially, you want to be the guy/girl who shows up with the right message at the right time to save them from the landmines of the current season.
I think it’s also smart to incorporate a couple of long-form content pieces.
YouTube videos that are 12-20 minutes, or, articles that are at least 1,500 words.
Remember, you’re “trapping them” with the seasonal twist, but you want to impress the hell out of them while you still have their attention.
For example, in New Years you could do a written article on proper goal setting, and then in a video give them a “quickstart checklist” to start dominating the new year.
Encourage engagement in the comments section and hype up how you have a new plan waiting for them that accomplishes all of their goals.
Step #2: Run A Flash Sale
Flash sales are extremely effective at increasing the scarcity of your buyers because they have to act within 24-Hours in order to take advantage of your massive offer.
This is powerful, but, it’s also super repeatable.
I run flash sales for every reason I can, and you should too.
Easter sale, Christmas sale, Black Friday sale, Birthday sale, Halloween sale… you name it, you can run a sale on it.
I am suggesting this because once your prospect has checked out your trendy content and you have blown them away with the quality you produced it at, they will be much more willing to buy anything from you at that point.
Running a flash sale could easily be the thing that tips them over the edge to invest in you.
What does this mean for you?
Have a “call to action” at the end of your best content pieces that let people know where they can “take advantage of the limited time offer”.
Step #3: If They Don’t Know, Throw It In Their Face.
Anybody would be lying to you if they didn’t tell the truth about the value behind paid advertising.
Kevin is a wizard at this stuff, and I couldn’t recommend his course on Facebook and Instagram advertising enough.
Sometimes when you don’t have a big enough following, even your best content pieces get lost because the bigger players in the game are dominating the social feeds.
Paid advertising gives you that fighting chance, but there is a right way and a wrong way to do things. Make sure you check out his course so you don’t “spend” your money on advertising, and instead, you will “invest” your money into it.
The lesson here for step 3 isn’t that you need paid advertising, because lots of times when you post something relevant to the modern time/season it will get good enough engagement to stand on its own.
But, if you want a serious boost (that your flash sale revenue will pay for anyway) then start incorporating some paid traffic strategies.
Final Thoughts
At the end of the day, you’re still posting your quality content, but, you want to be aware enough to make it relevant to everyone’s current wants and needs.
Be the person who shows up with the right message at the right time to solve any issues they might currently be going through.
If you can do that, I promise you’ll boost your following and in turn boost your revenue.
If you want help on how to make all of this flow like water so you can rest easy knowing that your business is systemized and optimized, check out the Create Freedom Academy and get started today.
Dan Garner
