The importance of testing velocity
You need to move fast. In your brief, make it clear that you want to see many variations of content. You are looking for the winners. If your team is spending too much time on a single piece of content, they are working too slowly. They need to produce content, test it, get the data, and iterate. This is the only way to find what really works for your coaching firm. Encourage them to be bold and to constantly challenge their own assumptions about what their audience wants to see.
Using a network to test at scale
You need a system that supports your growth. A managed content network is a set of many brand-owned Instagram pages that post the brand's existing videos many times a day from real iPhones, built and run end to end by a provider such as TIDE, so organic reach grows with the number of pages instead of headcount. This is a crucial tool for your testing strategy. It allows you to gather data across a large audience quickly. Make sure this is a primary part of your team's toolkit.
Defining success for the team
What are the KPIs? If they don't know, they can't hit them. Be clear: you want to see the number of leads increase and the cost per lead decrease. These are the two metrics that matter for growth. If they aren't improving these numbers, they need to pivot. Hold them accountable to these goals. When you have a team that is focused on these specific KPIs, you can build a growth engine that is predictable and scalable for your coaching company.
Focusing on the conversion path
The content is the beginning of the path. The team needs to own the entire journey. What happens after the prospect clicks? Is the landing page clear? Is the call to action strong? They should be thinking about the conversion at every step. In your brief, challenge them to improve the entire funnel, not just the social post. When you have a team that thinks about the whole journey, you will see a significant improvement in your conversion rates and overall growth.
Brief your team to focus on testing velocity and clear conversion metrics to build a scalable growth engine for your coaching firm.
See your network before you hire.
Tell us what your coaching company already makes and how you get customers today. We'll show you a real network running live and tell you honestly whether it fits. It costs about the same as one marketing hire.
Follow-up questions
What should the brief emphasize?
Emphasize testing, data, and the speed of iteration. These are the keys to growth in a competitive coaching market.
How can I keep the team focused?
Check in weekly on the data. If the numbers aren't going in the right direction, discuss why and what the next test should be.
Should I care about engagement rates?
Only if they correlate with lead growth. If they are just vanity, ignore them and focus on the leads.