Let's take the fitness space, for example.
If you were to take your phone out right now and scroll through your Instagram feed, you would probably (read: definitely) be following someone or some company that you could categorize under health and fitness.
That's because right now, fitness businesses (both individuals and large-scale companies) are at an arms race to reach you via Instagram.
As I've learned more and more about social media marketing, however, one thing has become abundantly clear: Most fitness businesses on social media are shotgunning they're content and their offers - at the most.
There's no plan, no scheduling, no sales funnel present in most profiles we see on Instagram. And that's okay! It's actually expected - in most fitness business subcategories, business owners are more focused on getting their clients results than putting together a perfect marketing strategy.
But here's an example of a company with a well-structured, well-executed marketing plan.
Precision Nutrition recently relaunched their Instagram, doing a complete overhaul of their content production. Scrolling through their profile, one thing is very apparent: they constantly churn out high quality content with high quality information.
And every once in a while, they ask.
On a recent Instagram Stories post, they lead the customer through a small journey:
Precision Nutrition continues their story by giving a few more useful tips for fitness professionals:
Notice how they haven't mentioned anything about a service they're offering or anything on sale.
Finally, however, after giving a solid amount of value, they STILL don't ask. They actually frame their social-->site conversion as another give.
Finally, after going to their article, they link to a presale list, where eventually, they will finally ask for something.
This is a great example of a fitness company attacking their marketing with an integrated plan instead of just making a video and hoping for their best.
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