Auditing your current approach
Start with a data audit. Where are the leaks in your funnel? Are your social posts reaching the right people? Is your creative failing to capture attention? Get to the root of the problem. If your team is only focused on vanity metrics, you have a cultural problem. You need to shift the focus to the business impact. If your current team cannot handle this, you need to add resources or make a change. Don't be afraid to cut what isn't working and double down on what shows promise.
The role of high-impact distribution
If your organic reach is weak, 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 or ad spend. This system helps you fix your distribution issues by placing your best content in front of more local prospects, giving your marketing team a better foundation to work from.
Optimizing for better conversion
Your creative might be fine, but maybe your funnel is broken. Look at your landing pages, your sign-up process, and your follow-up emails. A social media manager should understand the entire user journey, not just the post. If they don't, you need to either train them or bring in someone who does. The marketing team is responsible for the entire acquisition path. Ensure they know how to measure every step of the way, and don't be afraid to iterate until you see the results you need.
Leading your team through the pivot
When you change your strategy, lead with clarity. Explain why the current approach isn't working and what the new goals are. Give your team the resources they need to succeed, but hold them to high standards. If you are a CMO, your job is to set the vision and ensure the team is executing on it. If they aren't, you need to be ready to coach or replace. The goal is to build a winning team that consistently delivers results for the gym.
Audit your funnel, pivot to high-performing systems, and demand accountability from your team to reverse poor social media performance.
See your network before you hire.
Tell us what your gym chain 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 is the biggest mistake you see in underperforming teams?
A lack of focus on the end goal. They get lost in the tactics and forget that their only job is to drive member growth. Stay focused on the business metrics above everything else.
What happens if a network page gets banned?
Running many accounts with automation is against Instagram terms, so some bans occur. TIDE handles this risk by replacing the pages, so your distribution remains stable without your team needing to do it.
Should I be worried about changing strategies too often?
Only if you change before you have enough data. Wait until you have enough information to know it's not working, but don't wait so long that you lose growth. Be decisive based on the facts.