Category Archives: Digital Marketing

How to Use Video to Generate Leads

By | Business Help, Digital Marketing, Julie Weldon, Marketing, Social Media, Videos | No Comments

So you say you want more leads.

That would solve a lot of problems, right? More money, fuller classes, you could hire another coach, etc.

Alright then, I have one question for you….

Just how much do you want those leads?

To get more specific, what are you willing to do to get them? How uncomfortable are you willing to get?

Are you willing to consistently put out content so that people come to know you as the expert?

So many know they need to create consistent content, but let’s be honest, few are willing to commit to it on a regular basis. Everything else somehow takes priority. 

Far too many gym owners want the quick fix. Write a blog or two. Shoot a couple videos. Do a Facebook ad. Run the newest, hottest, lead-generating tool/event you just read about on a group page. Then… hope (actually, expect) the leads will pour in.

But, the problem with quick fixes is that they’re just that. A quick fix. They’re not intended for long-term, consistent results.

The hard truth is that a quick fix is often the abandonment of responsibility. That statement may need to be read again for it to sink it.

In business, CASH is king.

In marketing, CONTENT is king.

These days in content, VIDEOS are king.

All the current research and studies are proving that video is where it’s at (and our experience wholeheartedly agrees with this). Not where it’s headed, but where’s it at now. A few statistics from an infographic by Hyperfine Media prove this point:

  • Including video on a landing page can increase conversion by 80%.
  • Video in an email leads to 200-300% increase in click-through rate.
  • 90% of users say that product videos are helpful in the decision process.
  • Enjoyment of video ads increase purchase intent by 97% and brand association by 139%.

These are some big numbers. You don’t have to have a degree in content marketing to know that video ruled the web last year. And, experts believe that video content will account for 74 percent of Internet traffic this year. 74%. Wow.

So the question, then, that begs to be answered…

How are you using video to increase your leads?

Good videos can differentiate you from your competitors because they open up people’s hearts. They evoke emotion. Unlike a blog or Facebook ad, or even an image, videos make people feel something. Once your marketing crosses over into the feelings territory, people want to do business with you. Because they can connect with you. As a result, videos become a massive win for your content strategy.

Using videos produces a number of benefits: 1) they can help boost your customer engagement, 2) they can increase a person’s time spent on your site, and 3) they can help you convert your leads into paying clients. If you use video creatively and with a purpose, it can transform your website into something that is dynamic and interactive and, most importantly, will establish you as the expert. Helping you transform your website and combine it with effective marketing is our specialty.

So, how do you make and publish videos with creativity and purpose?  

Here are just a few thoughts to get you started:

  • Don’t overthink it. Practice makes perfect. Like riding a bike, the more you do it, the better (and more comfortable) you get at it.
  • Speak in a language that even (or especially) the beginners would understand.
  • Be relatable and fun.
  • Pay attention to your backdrop and the level of background noise.
  • Be consistent in creating content.
  • Keep the majority of your videos short. Under 2 minutes and for Instagram, under 60 seconds are the good rules of thumb.
  • Add in music. You can get free licensed background music here. And you can easily edit in music to your video using iMovie or Quicktime.
  • Get an inexpensive lavalier microphone to connect to your phone for better sound quality.
  • Anytime it’s appropriate, include a call to action. Make it stupid simple for them to take the next step with you.
  • Whenever possible, tag people in the video and encourage them to share.

It is important to remember, though, that your ultimate goal of creating videos shouldn’t just be to capture a bunch of “stuff” for the purpose of checking it off a list. You want to build a purposeful library of videos (and other content) that establishes you as the expert.

Here are several ideas of what you could shoot in your videos:

  • Explain how to do something. How to videos are a good way to demonstrate your “product/service” while helping people get better at something.  
  • Highlight your athletes. Video a wide variety of people to show that everyone (in your target audience) can benefit from what you’re providing. The Rule of Social Proof says we’re much more likely to do something if we see someone else successfully doing it.
  • Promote your events. Short, fun videos to promote things that you’ve got going on in your business.
  • Raise awareness. Highlight important things going on in your community.
  • Give quick tips. On eating better, buying groceries, cooking meals, keeping moving at work, etc.
  • Record a product/software demo. Software is usually a learning curve for people, so why not help your clients by recording a short screencast (can use Loom or something similar) of someone using the system.
  • Do video testimonials for website, emails, or newsletter. These will add a different dimension and more trust to your client testimonials than just an image and text.
  • Highlight your business. Welcome visitors to your site on your homepage, introduce members of your staff or shoot a quick “day in the life”. This type of content allows people to feel like they know you before they even meet you and could be the deciding factor in helping someone take the next step in wanting to do business with you.
  • Repurpose your text content. Turn your blog entries into short video blips of content.
  • Facebook Live is a great tool when you’re in the middle of a fun event. Let people know what they’re missing out on!

These ideas are just scratching the surface, of course. If you haven’t yet determined your content marketing strategy for the year, make that a priority and be sure to include lots of video.

Biggest thing in getting started? Step outside of your comfort zone and shart shooting.

If you need help, schedule a call with us or email me at Julie@321goproject.com!  We’d love to help.

 

-This post was written by Julie Weldon.

5 Ways to Use Social Media to Promote Your Gym

By | Branding & Website Advice, Clay Weldon, Digital Marketing, Social Media | No Comments

I have a love-hate relationship with social media. My guess is you do too.

So many businesses, friends, and groups fighting for our attention wanting us to be part of whatever they are up too.

You also have a growing business which relies on brand awareness, and in case you’ve been living under a rock, social media is the way we give people a glimpse into what our business provides as well as the culture around it.

Here are 5 ways you can overcome your social media fears and turn them into action:

Develop a Simple Plan.

You don’t have to overthink this one. You don’t have to be on all the platforms, just the ones where your customers are, which are typically Facebook and Instagram. Now think about what type of content you would want to see. Go take a look at what your competitors are posting and ask yourself if it’s compelling, interesting to you, or is the same old boring stuff you see from all the other other gyms. If that’s the case, then don’t follow their lead. Stand out.

Use Good Visuals.

Think about what makes you linger on a post, what makes you stop scrolling up or down and read something. Usually, it’s the visuals. A captivating image, a video that looks worth your time, an infographic that has info you’re interested in. We are in an age where people are willing to spend less and less time on reading long prose. Flavor your posts with images and video like salt and pepper and your chances of generating interest increase ten-fold.

Pay Close Attention To Your Headlines.

Your headline is the first thing a potential reader sees, and if it’s not engaging enough, it may be the last. It’s often said in marketing circles that 4 out of 5 people will read your headline, but only 1 out of 5 will read the body copy. Upworthy co-founder, Peter Koechley, says, “The difference between a good headline and a bad headline can be just massive. It’s not a rounding error. When we test headlines we see 20% difference, 50% difference, 500% difference. A really excellent headline can make something go viral.” Think about what makes you click when headlining your posts or web content.

Pay to Play.

Gone are the days when you can share a post on your Facebook page hoping it shows in someone’s feed. Did you know that even if you have lots of people who have “liked” your Facebook page, only a very small percentage (approx. 1-3%) even see your posts unless you pay for them? With that said, you still don’t have to invest a large budget to get in front of the right people. Just remember if you want to get your post in front of people, you have to pay for it. Fortunately, Facebook has made it really easy to target the right people and run ads. Good resources can be found here.

Build Relationships with other Local Businesses.

You are a local business. Most likely you don’t have any desire to open 25 more gyms across the country, or even across your state. There is power in developing genuine relationships with other local businesses where you cross-promote each other’s services. Think outside the box – pet grooming services, wineries/breweries, day care facilities, restaurants, massage therapists, jewelry stores, chiropractic offices, etc. Any place where your members (or potential members) visit/shop. Maybe highlight one local business a week on your social media, tagging them. The more you help (promote) others, the more others want to help (promote) you.

In this day and age, people live on social media. If you want to grow your gym, it’s worth your time to be on there as well.

6 Quick & Easy Tips To Improve Your Website

By | Blog, Branding & Website Advice, Digital Marketing, Julie Weldon | No Comments

Website

We want to help you make the most of your website. Your online presence is your most important marketing tool.

If you do it wrong you’ll confuse, and ultimately, lose people. The goal is to make it be a warm and inviting place where people enjoy their visit so that they want to come back again and again.

There are a number of technical things – like faster load time, backend optimization, A/B testing, unique title tags and meta descriptions, h2 tags, etc. – that would dramatically improve user experience and your website’s effectiveness, but those aren’t our focus for this post.

We want to focus on the exterior of the house and the interior decorations, so to speak. Here are a few tips that can help skyrocket the level of engagement of curious searchers.

Replace your current expert athlete website images with “normal” smiling faces.

Visitors who come to your site want to see that they can be successful in achieving their goals by seeing people who look like them. They need that emotional pull. They’ll connect with fun, not grimacing and pain. The average Joe or Jane looking for a new place to work out probably wouldn’t to be able to visualize themselves doing the majority of things most business owners have displayed on their websites.

Change your About Us page.

Most of the fitness websites I’ve visited have pictures of coaches hitting their PR’s. That’s great that your coaches are strong and are hitting records, but it does little to nothing for your visitors. And THAT’s who your website is for. If these are the types of images you have on display, replace them with one of two things: 1) a happy, fun picture of you/your coaches doing something you love outside of the gym, or 2) a 1-2 minute video that captures your personality. This will make a visitor feel like they “know” you before ever stepping foot in your business.

Make the words on your site fun.

Your business has a personality. It most likely stems from your personality, but it also comes to life with your coaches and members. Choose your words carefully and make sure they evoke the kinds of emotion you want to capture.

Simplify your message.

Your understanding of your business is most likely a 9 or 10 (out of 10). You get it. You know the lingo, the terms, the product, all of it, like the back of your hand. Quite the opposite, the understanding of those visiting your website is most likely a 1 or 2. In order to get them to stick around, speak their language.

Treat visitors like a first date.

You wouldn’t tell everything about yourself on a first date (hopefully). That’d be overwhelming. Some things are saved for the 2nd, 5th, and 200th date. So goes with your website. Tell them the important things, and then let them ask for more information.

Capture the email addresses of those who want more.

Sticking with the theme above, if you liked the person on your first date, you want to know more. So, you find ways to engage with them to learn more about them. Have places on your website where they can download things to give you their email address so that you can take it to the next date.

In this day and age, having a good website is critical. But having people really connect with your brand when they visit your website is what separates the exceptional businesses from the others down the street.

Don Miller, founder of StoryBrand, has a 3-pronged “Grunt test” for a website:

  1. What do you offer?
  2. How is it going to make my life better?
  3. What do I need to do to buy it?

Take a minute now to check out your website…  are the three things above super clear?  If not, we’d love to help.  We’d be happy to jump on a 15-20 minute call with you talk through your site and give you pointers on how you can make it better – just click here to schedule!

The Real Reasons People Click On Your Website

By | Branding & Website Advice, Digital Marketing, Julie Weldon | No Comments

What are people really looking for when they visit your website? What makes them linger a little longer, and click to view one more page? And then, ultimately give your business a shot?

Obviously having a website now is a no-brainer. It falls along the same lines of importance as having a business name.

But, is it enough to just have a website? To check it off the list? Are visitors good with canned videos and stock photos, and content that feels like every other website page they visit? Or, are they expecting something more?

I’ve spent a good portion of my life trying to better understand people and their behaviors. People (and why they make the choices that they do) are absolutely fascinating to me. I went to school for it. I’ve filled positions that have always required me to constantly be learning about human choices. And, few days go by where I’m not a (self-proclaimed) Chief People Watcher.

This got me thinking that people don’t just go to a website, particularly a fitness website, because they are “looking for a gym”. It’s 9 times out of 10 much deeper.

So what is it? What’s the deeper drive that’s urging them to do that Google search?

Was it getting on the boat this past weekend and seeing someone’s six pack, and consequently feeling self-conscious about how they look? Was it the realization that they are becoming their parents who lived an unhealthy lifestyle? Was it that a good friend (who they thought was in good shape) just had a heart attack? Was it that bag of potato chips… all in one sitting? Or maybe it was that they had a hard time keeping up with their three year old over the weekend?

Whatever the reason, they are looking for something more. Something different. A possible solution they can trust.

Sandwiched in between the bookends of getting physiological needs met (food, shelter, rest) and arriving at the self-actualization of reaching one’s full potential in Maslow’s Hierarchy of Needs, sits three core things we all crave.

These include: safety, belonging, and mattering.

Safety

Within the realm of safety they are looking for an environment where they can grow and become more like the person they are meant to be – without the fear of harm, ridicule, or embarrassment. They know they’re not where they want to be, but they need a place where it’s safe to explore how to evolve into that person.

Belonging

This means that they are part of an environment where they just fit in. Plain and simple. They are part of a tight-knit tribe who pushes each other to be the very best, and gives high fives all along the way of that becoming. Everybody rows in the same direction and has each other’s back. When they walk into a room, they immediately “know” if they belong there… or not.

Mattering

If safety and belonging are the ice cream and whipped cream of a sundae, this is the cherry on top. They don’t only belong there, but it matters when they’re not there. They are appreciated for who they are and the journey they are on. Each person contributes equally to the whole of the greater good of the group. When one is missing, all notice.

Believe it or not, they are looking for all three of these things when they begin to type in fitness, or gymnastics, or weight loss, or nutrition in their Google search bar.

Does your website speak to their ability to grow in an environment where they will be embraced? Does it speak to their pain points? Does it assure them that once someone becomes a part of your group, people notice when they don’t show up? Does it communicate that they will be celebrated with their progress?

Every word you choose to put on your website matters.

When someone is in explore mode on a hike or a vacation, every sense is heightened. Same goes with someone trying to understand a business. The words that are chosen, the images that get approved for your site, the videos that get posted, the encouragement that is given on Facebook and Instagram… it all says something.  

And what it says will either make them want to keep clicking or close the window.

Take a minute to look at your website with fresh eyes and see what it says to you? It should be one of your very strongest sales tools, continuing to work even when the rest of the world is asleep. Is it communicating the heart of who you are as a business and why you are doing what you do?

If not, we’d love to help!  You can check out our portfolio here.  Or, if you want to have a quick chat, you can click here to schedule a Discovery Call with us.

Marketing Doesn’t Work

By | Blog, Branding, Branding & Website Advice, Building Community, Digital Marketing, Matt Scanlon, Social Media | No Comments

I’ve heard it plenty of times and I’m sure you have too: If my product (gym, coaching, programming, community) is good enough, it will market itself.

I agree.

So Marketing doesn’t work, right? I’ll submit to you my favorite Family Guy clip as it pertains to Marketing:

Obviously, this is over-the-top. But, it’s not too far off from the gut reaction most have when they think of Marketing; Don Draper with his feet on his desk, on his 2nd Highball before noon – scheming of ways to manipulate the masses into purchasing products they don’t want or need. Kind of a nasty picture, isn’t it?

I have new obsession. Fine, addiction. Alright – problem. Spikeball. Not a day has gone by in the last month where we haven’t played a pick-up game at the gym.

I first saw Spikeball on an episode of Shark Tank. It looked cheap, cheesy, and far too difficult to play. Then, my brother-in-law sent me a video of some guys playing it in a park in Denver. I searched for it on YouTube and found that they actually have a board that sanctions official events. I sent a video to a coach and asked him if he’d be down to play if I bought one. 48 hours of Amazon Prime later, and I’m a proud owner of a Spikeball set.

Did Spikeball “market” to me? Honestly, who knows. Yeah, Shark Tank is a HUGE platform to make consumers aware of products. But, I didn’t immediately go online to buy one. Was my brother-in-law a paid ambassador for the brand? Not that I know of.

After I searched for a YouTube video of the sport, I saw other cool videos “suggested” to me as I visited other websites – including Facebook. Did they drop a cookie in my browser to follow me around the internet? I’m sure of it.

But, the videos were actually really cool. The people in the videos looked like me, were having fun, and appeared to be social and active. Check. I saw myself in their shoes. I related to their story.

Once it came in via UPS we broke it out immediately. I assembled the rig, attached the net, and began to read the rules of play. We were instantly hooked. The cool YouTube videos and social proof from my brother-in-law all lived up to the hype. I’ve had so much fun with the product that we even played it as an ice-breaker at a recent seminar at the gym. I post videos on Instagram almost weekly. I send Snaps to my teammates. Members of our gym have even begun to joke that it’s all we do all day long.

So, was this “Marketing”? Honestly, I don’t know anymore. Thankfully, social media and access to information has created the most savvy consumers ever in recorded history. “SMOKE” is no longer effective because I have access to hundreds of studies to the contrary at my fingertips.

Does internet marketing work for your gym? I don’t know… Do you share pictures of your members having fun? Do you post inspirational quotes on social media? Do you have opportunities for your members to bring their friends to social events? Do you send out a newsletter? Do you have a referral incentive (even if it’s a thank-you note)? Do your coaches high-five your members after a job well-done? Do you ask members to give you a review online?

These are all stories. Stories of your business. Stories of results. Stories of your product. The harsh reality is that there are a million things competing for our attention. You could have the best programming, coaching, community, results, members, and events of any gym in your city. Actually, I’m sure you do; the fact that you’re reading this means you give a damn. But, who hears those stories if they’re never shared?

A good product must be given a platform to be shared. Had Spikeball been a complete bust, it’d be in the trash and never spoken of again. Quality of product matters. Sharing the story of that product matters.

So, maybe we need a name change? Maybe instead of Marketing we call it Storytelling? Sharing? Social Proof? Branding?

Whatever you call it – share it. You, your members, and your community must have multiple opportunities to know your Story. I know your product is spot-on. Give your heroes a platform to share.

Check out our New MOMENTUM Marketing Plans >