If “a picture is worth a thousand words”, what is a video worth? In today’s world – a LOT. “According to ReelSEO, 82% of surveyed marketers said that Video Marketing for Fitness Businesses has had a positive impact on their business.”
So what, exactly, should you be creating videos about?
- Customer Testimonials – Easily the best way to ensure an emotional connection with your potential consumer base, using real people to speak about their experience with your company via video has great potential for creating trust and down the line conversion to become your next customers.
- “How To” Demonstrations – For example – use videos to show new clients how to do an exercise properly.
- About the Company – introduce your company to new clients.
- Advertise new products-ie: new challenges.
- Interviews with trainers.
- Celebrations like customer appreciation days, company anniversary, when a client reaches a goal.
- Seminars/Webinars – live presentations with question and answer sessions.
- Video Blogs – take those written blogs and spin them into something even more relatable via video.
These are just a few ideas to get you started. Once you get a handle on the easy videos, you can expand the list even more. With the potential for success plus the ideas above, there’s really no excuse for not starting your video strategy now.
WHERE ARE THE BEST PLACES TO UPLOAD YOUR VIDEO CONTENT?
First and foremost, do NOT overlook your company website. Creating more dynamic content directly on your landing page will engage consumers and result in more opportunities to create trust and interest in your gym. Make sure that every video you load, though, has a clear call to action – you need those videos to translate into direct interaction with you or your sales team to get them into your gym.
There’s no denying that Facebook is doing their best to edge out YouTube by encouraging its users to upload videos directly to and reap the benefits of the “auto play” feature. But beyond the simplicity and ease of having everything conveniently located in one place, there are some huge benefits to those using video as Ads on Facebook.
According to Adobe, interested shoppers that view a video are 1.8x more likely to purchase than non-viewers!! So what’s the best way to utilize video and get the best bang for your buck? Building Custom Audiences!
Facebook allows you to create “Lookalike Audiences” based off the habits and interests of viewers! This means you can then set up different campaign objectives (Conversions, Clicks to Website, etc.) directed towards an audience that has similar characteristics of those who are already using your product or services (or that of your competitors)! For new businesses or those without a large list of fans, this is an affordable and effective way of targeting those with their “hands raised”! Possibly the largest benefit to advertising on Facebook rather than traditional forms of marketing (door hangers, magazines, print), is the fact that everything is tracked by the numbers. Facebook makes it very easy to determine the success of online marketing campaigns. It’s simple to find your ROI and cost of client acquisition.
When you decide to jump in and utilize the benefits of video Ads, remember a few key components:
Content is King – More important than the production quality of the video is the content that you’re providing. Nobody wants to sit through a 1-minute commercial about why your $59 Trial is the greatest thing since sliced bread. They’re much more inclined to sit through a 1-minute video explaining the benefits of foam rolling to increase mobility. Be real, authentic, and genuine, educate or entertain your audience, avoid selling them the plane ticket, but SELL THE DESTINATION!
Targeting – Facebook has made it very easy to start generating audience “lists” that you can market directly to. Utilize this feature for a more enhanced user experience. Rather than taking shots in the dark or boosting ads from your page, (remember, 1-3% of your “likes” are seeing your page posts unless you’re paying to boost that viewership) create ad campaigns and utilize other larger companies and interests in your respective industry and start by targeting their followers. Again, the idea is to speak to those who have their hands raised already, rather than trying to convince the general public that they need your services.
Call To Action – Your CTA should feel seamless and natural. Nobody wants to be “caught”, but they do want to be guided. Your customers should feel comfortable taking the next step and guided into doing so with simple sayings like “learn more about our product/service”, “click here to purchase our product/service”, “follow this link to register for our webinar”, etc. If you include a CTA throughout your video or sales page, they should progress from the softest of CTAs, to more firm CTAs towards the end. Those that make it through an entire video or read an entire sales page are the most informed and should respond best when it’s time to “ask for the sale”.
Vimeo, Instagram, Twitter
While YouTube and Facebook are the first two obvious places to direct your video content, Vimeo, Instagram and Twitter all target different demographics. My next post will discuss where you can most likely find your core audience to determine the best way to get their attention.
If you haven’t been introduced to this gem, you’ve been living under a rock for the past several years. You can find a video about literally anything on YouTube’s various channels and it is sometimes difficult to get seen through all the noise, but you can not overlook this behemoth of a site when it comes to advertising.
“YouTube has over a billion users — almost one-third of all people on the Internet — and every day people watch hundreds of millions of hours on YouTube and generate billions of views.” YouTube overall, and even YouTube on mobile alone, reaches more 18-34 and 18-49 year-olds than any cable network in the U.S.
If that is your target demographic, you better become familiar with the ins and outs of YouTube. The number one thing that you need to know is that you need to create content; not advertisements, for the best engagement rate on YouTube. And, gaining an audience does not happen overnight. Getting traction can take a while.
“Keep in mind that now more than ever it takes some time and patience to build your YouTube audience. Focus on creating the best quality and most valuable content you can for your audience.”
You need to have a brand ambassador – someone who becomes synonymous with your gym/brand. This person should be included in all of your marketing on YouTube. And, you need to include links to your company page as well.
Just as with Facebook ads, you need to ensure that you have an obvious call to action. See above for more information about CTA’s. While we tend to gravitate to the ease of use of Facebook advertising, the sheer number of people who use YouTube should make you think seriously about using this medium as another potential tool in your social media marketing plan.
Marketing is an essential requirement to growing any business. For many of you the time and attention you can dedicate to marketing is minimal. We understand this being gym owners ourselves. If you’d like to hear more about how we can help take that responsibility off your plate, while having us invest in your business as if it were our own, visit the following link and schedule a free strategy call.