So you’ve created a promo video for your fitness product, service or facility.
You’ve put it on the homepage of your website, posted it to YouTube and shared it with the world on Facebook.
Job done, right? Now you can sit back and watch the leads flood in!
If only it were that simple.
Maybe 15 years ago, the novelty of being one of the first to feature a promo video on your homepage might have pulled in a few new customers, but not anymore.
And if you’re hoping that posting to YouTube and Facebook will send a flood of traffic to your website you’re going to be disappointed.
So what’s the correct strategy? How do you use your promo to bring in more business?
Well, you need to earn the attention of your audience at the appropriate time using three marketing strategies.
Promote – Push your content to the right audience at the right time
Discover – Allow your content to be found easily in searches
Intercept – Increase the impact of the engagement opportunity to a higher level.
The following examples explain how you can put your video in front of your target audience at the best times for more successful marketing.
Add a video player screenshot to your flyers and posters (PROMOTE & INTERCEPT)
Flyer still work; offline advertising is not dead. It may be less popular than before but that also means it’s easier to stand out with good copy design. Make your flyers more engaging with a simple video player screenshot of your promo video plus a QR code. Make it easy for them to scan a code to watch a video and monitor the performance of you traditional marketing campaigns by paying attention to YouTube analytics and views.
Add a video player screenshot to your emails (PROMOTE & INTERCEPT)
Email plays a huge role in warming up cold audiences, so feature a video player screenshot of your promo in the content or footer of your email and add ‘VIDEO:’ to the subject line to increase open rates. If you’re sending out e-mails for your sales funnels then this is a simple way to tempt a click and direct your audience to your homepage or special offer.
Reversion and repost your video to YouTube (DISCOVERY)
If your promo video features testimonials from customers and members, re-edit and repost the video as a ‘review’ of your facility. 80% of customers prefer making informed purchase decisions based on research, rather than talking to a sales advisor, so make it easy for them to find positive content for your product or service. Using ‘Review’ with the name of your facility and location in your YouTube video title means you have the best chance of appearing in searches.
Save a copy of your video onto your iPad for trade shows and fitness expos. Don’t rely on unpredictable data connections to stream your content on demand. If you’re presenting, play a few seconds before you go onstage to settle and entertain your audience. Remember, trade floor are notoriously noisy places, so if you’re planning to play a version of your video on your stand, create a version with subtitles so you don’t need to shout over your own video to chat with prospective clients.
Facebook Video Adds (PROMOTE)
If you’ve crafted a great promo video which explains how you can help your target customer, experiment with it as a Facebook video ad. The cost per click for a video view on Facebook is still very cheap compared to text-based ads and Facebook’s targeting platform makes it super-easy for you to run your ads at the best time to reach your audience. Short or long videos work provided they give the audience valuable content that focuses on customer benefits. Longer videos work well if you’re educating or demonstrating products. Shorter videos work well for relatable content such as client case-studies that show a before and after state.
Facebook Business Page (INTERCEPT)
Pin your video to the top of your business page so it’s the first thing new visitors see and add a custom thumbnail that’s going to make your video stand out. Make sure to include a description with the location and address of your business first along with contact information. Beef up the copy with an extended description of your business plus a transcript of the narrative or interviews. People use Facebook search to discover and research, so it needs text to find your content.
YouTube Channel Page (INTERCEPT)
Feature your video at the top of your YouTube channel page so it’s the first one new visitors see and again make sure you add a comprehensive description and thumbnail.
Are you using all these strategies to get more video views? If not, what are you waiting for?
Richard Playfair is a video producer Sweatlife Films and former fitness professional.
Sweatlife Films specializes in creating content for the health and fitness industry and video marketing specialist.