Social media for ranges, training companies, and the people who serve them.
Your customers don't want entertainment. They want to know you're competent. Those are two different content strategies and most marketers only know one.
I'm not learning your world on your dime.
I have a background in the LE space. So when a training company tells me their audience is medics, cops, and guys who've actually deployed — I don't need that explained. I know how that audience reads credibility, I know what makes them close the app, and I know that the fastest way to lose them is a caption that sounds like it was written by somebody who's never handled the equipment in the photo.
Most agencies pitching you have to be briefed on your customer, but I work with them.
The problems specific to this industry
Your account gets restricted and nobody tells you why.
Reach drops, a post gets pulled, an ad gets rejected with a generic policy code. Then you're guessing. Most people in your position have no idea which part of the content triggered it, so they either go quiet or keep tripping the same wire.
You can't advertise the way every other business can.
Meta's policies around firearms, tacmed scenarios, and related products are strict, and a lot of what you sell simply can't be promoted directly. That doesn't mean paid doesn't work for you — it means it has to be built differently, around your training, your facility, your events, and your instructors rather than around the product or specific event.
Marketing people don't understand your customer.
They pitch you trending audio and challenges. Your buyer is a 38-year-old paramedic deciding whether your TCCC course is worth a week off. Those aren't the same person and they don't respond to the same thing.
Your reputation is entirely word of mouth and it doesn't scale.
In this community, one instructor vouching for you is worth more than any ad you'll ever run. The problem is that it only reaches as far as that person's contact list. Content is how you make that reach further without cheapening it.
132,767 views in a niche most agencies won't touch
Valkyries Austere Medical Solutions — tactical and austere medicine training
VAMS trains military, law enforcement, EMS, and tactical medical professionals. That audience is not moved by trends, viral formats, or anything that looks like it's trying too hard. They expect content that's educational, relevant, and correct and they notice immediately when it isn't.
So rather than applying a general content strategy, everything was built around what that specific audience actually engages with: educational content written for practitioners, separate strategies for Facebook and Instagram because those audiences behave differently, consistent posting focused on industry relevance rather than reach for its own sake, and ongoing adjustment based on what the analytics said.
Q1 results:
132,767 total views
11,284 content interactions
9.52% average engagement rate
237 new followers in a highly qualified audience
Broken out by platform: Facebook generated over 92,000 views at a 12.2% engagement rate. Instagram became the primary growth platform — over 40,000 views and 167 new followers from only ten posts.
The takeaway: specialized audiences don't need broader marketing. They need smarter marketing. Content built specifically for the people most likely to engage outperformed the industry average several times over while growing an audience that's actually worth having.
What a month actually looks like
One content day at your facility. Range, classroom, bay, whatever you've got. Instructors teaching, equipment in use, the space itself. Two to three hours and you've got four to six weeks of photo and video. If your instructors don't want to be identifiable on camera, that's a normal request here and I build around it.
Content written for practitioners. Course breakdowns, skill explainers, gear discussion, instructor background, after-action content from classes you've run. The kind of thing your audience saves and sends to somebody else — which is the metric that actually matters in a referral-driven business.
Compliance handled deliberately. I build content that stays inside platform policy rather than testing it and hoping. That means understanding what gets flagged and structuring posts and campaigns so your account isn't at risk. A restricted account costs you more than a slow month.
Campaigns around dated things. Course enrollment, a new certification, a match, a membership drive. Four to eight weeks, a start date, an end date, and one number that defines whether it worked. Registration links in every post.
A one-page report every month, plain English. What moved, what didn't, what I'm changing. Same standard as everybody else: if we're at day 90 and the numbers haven't moved, I tell you before you have to ask.
What it costs
GROWTH — $900/month
For a business with a good reputation and an inconsistent presence.
14 in-feed posts a month, 4 reels, stories 3 days a week, two platforms posted natively to each. Branded templates you keep. Engagement 5 days a week including tags, mentions, and Google reviews. Monthly analytics and a strategy call.
Not for you if: you're running enrollment pushes or events regularly. Campaigns aren't included at this tier and that's probably what you need.
SCALE — $1,500/month
For a business selling dated classes, memberships, or events.
Everything in Growth, plus 18 posts and 8 reels a month, stories 5 days a week, Google Business Profile managed, a content day every other month, daily engagement across Google, Facebook, and Yelp, two campaigns a quarter, and Meta ads built and managed within policy.
Not for you if: you teach a couple of classes a year and don't have much on the calendar. Growth will serve you better and I'll tell you that.
Not ready to commit? The Field Report is $500 — two weeks, where I audit your accounts and your three closest competitors, write your brand voice down, and build a 90-day content calendar. Credited in full toward your first month if you continue.
Every tier: you approve everything before it goes live. You own every file from day one. 90-day initial term, then month-to-month with 30 days' notice.
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Meta can be temperamental but I typically achieve the opposite — a lot of what I do here is keeping that from happening. Platform policy around firearms and related content is strict and it's enforced unevenly, so content has to be built with it in mind rather than run past it and corrected afterward. If something you want to post carries risk, I'll tell you before it goes up rather than after your reach disappears.
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Within policy, yes — around your training, your facility, your events, and your instructors. What I won't do is promise you paid promotion of products that Meta doesn't allow to be promoted, because that ends with a restricted ad account and a bill for nothing. I'll be straight on the first call about what's possible for your specific business.
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Common, and not a problem. Plenty of my best-performing content has never shown a face. There's a lot you can do with hands, equipment, the facility, and voiceover.
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One business per category per market — but "market" is wider here than it is for a restaurant, since people will drive hours for the right range or the right course. We'll define the geography honestly on the first call, and if there's a conflict I'll say so upfront.
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It's real in this industry and it's the reason to start before you need it. Enrollment cycles, hunting season, permit and certification renewals — those all have lead times, and the audience you want in October is the one you started building in July.
Send me your Instagram handle.
I'll record a 5-minute video walking through three things I'd change — your posting rhythm, your captions, and what similar operations are doing that you aren't. For free, no call attached, and you don't owe me anything for it. I do about four a week for people like you.
Just fill out the form below if you want the free audit. If you would rather just talk, feel free to book a call on my calendar below.