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.
-This post was written by Julie Weldon.