5 Essential Videos for Gyms, Fitness Studios and Personal Trainers
If you’re planning to create a promo video for your fitness business, you should know that one video just won’t cut it anymore.
People are becoming less patient and attention spans are getting shorter, so it makes no sense to try and cram everything about your business into one long video.
The customer journey is also becoming more complicated and less predictable because people can discover your business through different online and offline channels.
The only way to be ready to catch all leads is with a video strategy. A series of videos that complement your buyers’ journey and deliver the right content to the right customer at the right time.
Making it easy for your prospects to learn more about your products and services on their terms is the secret to engagement and a speedier sales process.
You can’t do that with one video.
This is why a video strategy is so important in the sales funnel. Specifically engineered videos are useful tools that provide only the necessary information and can be consumed quickly.
Used intelligently, videos can make businesses more efficient. They can be used to answer common question and overcome objections – events that would normally demand human intervention and be a drain on time and resources.
So what constitutes a basic video strategy for most fitness businesses?
Well, there are 5 essential types videos that every fitness business needs:
Homepage explainer video
An explainer video sit at the top of your sales funnel. It’s a high quality video that has a long lifespan, so it demands some investment. Don’t cut corners of your ideal customer will judge you.
It’s usually the first video anyone sees about your business, so take the time to plan this video correctly and give it the attention that it deserves.
There’s no perfect length for an explainer video. It just needs to be as long as necessary to deliver information quickly and efficiently.
Production quality and messaging matters. This could be the first meaningful interaction a person has with your brand, so you don’t want to disappoint them with a cheap looking video that doesn’t clearly explain how you can help them.
An explainer video isn’t a promo video, business highlight showreel or vanity video. It must present an overview of your business and explain the benefits and solutions that your products and services provide.
A well produced video will increase the time spent on your website and encourage visitors to learn more and watch more videos.
Remember, longer website visits can help to improve your Google ranking so a lot rides on you getting this video right!
Product overview or service videos
Most fitness businesses have multiple products or services so they each need their own video.
This makes it easier for your potential customers dive deeper into your products and services and watch only the videos that matter to them.
This demonstrates that you understand your customers and want to make it easier for them to learn more.
Bundling all your services together into one video assumes your audience must be interested in everything you offer and makes the mistake of assuming they have the patience to sit though a one-size-fits-all video.
Individual product videos are more versatile marketing assets and provide valuable audience insights. Watch time analytics and view count can help you to quickly identify services areas that are poor performing or low in demand.
People who watch these videos may be problem unaware, problem aware or solution aware. So focusing on the features of your service in these videos is not enough.
Make it a no-brainer for them to see your business as the solution by acknowledging and agitating their problem before providing your solution. Tap into their emotional need to excite them to be a customer.
Social proof accelerates the conversion process but only when used at the right stage of the customer journey. Strategically placed testimonial videos can significantly improve sales, but don’t be tempted to use them too early or you’ll simply waste your most powerful assets.
Testimonial videos should stand the test of time, so they need to be engaging, fast paced and evoke an emotional response to be effective.
The most effective testimonial videos tell a story that prospects can relate to. You’ve probably heard that people make buying decisions based on emotion, and then they justify them with logic.
So testimonial videos need to be mini stories that describe a problem, the solution and the outcome/benefits.
Low production value iPhone clips have a place in your marketing strategy, but not at the expense of a sale.
Don’t rush try and extract praise from reluctant, camera shy customers pushed up against a wall. Instead be patient and hunt down your raving fans that will shout about you from the roof tops.
Q and A videos
Q & A videos are quick to produce because every business should already have a list of the most common questions prospects have about a product or service.
These videos need to be subject or problem specific, so it’s easy for your audience to find solutions quickly. The people hunting for these videos may already be customers of yours so it pays to keep them happy.
Freeing up your human resources and ensuring consistent communication and messaging are the strengths of Q & A videos. They’re inexpensive to produce but their benefits are immeasurably valuable.
A disproportional amount of attention is often focused on attracting new customers with video, but at any time their maybe a number of customers stuck in your sales funnel.
Just like Q & A videos you should already have a good idea of common objections you encounter during your sales process. Removing resistance with short succinct videos can grease the gears of your sales machine.
Objections can cause prospects to lose momentum through the customer journey, but sometimes all they need is a nudge to overcome their objection to set them on their way again.
Intercepting customer journeys with the right video at the right time is a low cost way to significantly improve conversion rates, and better still with planning you can automate the process!