Video Marketing for Your Coaching Business
Why Video Marketing is a MUST for your Coaching Business, and what to do about it.
why video marketing?
As a coach, people need to FEEL you. To know, trust and connect with you on such a personal level. You understand their problems. and you can help. Maybe you’ve been there, or maybe you just have a knack for knowing, but its all the same, you’re the one to go to. The best way, in my opinion the only way, to show yourself so personally, is to literally show yourself… with video. It gives you a chance to be yourself. To show your vulnerability, your weaknesses AND how you can (and have) turned them into strengths.
I probably don’t need to convince you, but video is making big changes in how people behave online.
Results from online studies have revealed that 73% of consumers are more likely to make a purchase after viewing an online video and 96% of consumers find video useful when buying online.
The Forrester Marketing group surveyed businesses in 2010 and found that… When marketers included a marketing or explainer video in an email, the click-through rate increased by 200% to 300%.
ok, so you get the picture. Video is effective and could make a huge difference in your business. If you’re ready, it’s time to start making some videos. But I bet you have questions.
what kind of stuff should I record?
the best video content is always, no exception… your best stuff.
Don’t hold back. Give it away! yes for free.
Every time you show yourself to the public, make it your sole purpose to knock their socks off. The more you can get people to think ‘this person is the real deal, they really knows what they’re talking about’, the more you will be the person they go to for guidance.
You might think that giving away your best stuff sounds a little backwards, but to the contrary! Freely sharing your BEST, gives you the fast track to build a following of raving fans just waiting for more… and sharing with their friends! Video Marketing can do that for you. Video is so easy to share and such a welcomed way to introduce anything new.
So how do I come up with my best stuff?
I was waiting for you to ask. I have some ideas to get you started.
- Do you have a no-fail technique or single piece of advice that you use with all of your clients, why not make a video?
- I bet you have a hundred quick 3 minute tips of your best material swimming around. That could turn into a hundred little videos 😀
- Do you have a piece of conversation that you find yourself repeating to many of your clients. This would make a great video.
- Do you have a presentation, webinar, interview or speech that just killed it? This would make a great video. If its lengthy, more than 5 or 10 minutes, why not use it as special signup offer on your website?
- Introduce your offers! While you have the camera out, record a few minutes introducing each of your offers. Be it your regular service, a special discount, a book, a freebie, an online course. Tell everyone how it will benefit them and why they can’t afford to not sign up!
- and last (but probably should be first)… video is a really great way to share your story. The world loves a great story and I bet you have one. Who are you, where did you come from, how did you get here, what were the defining moments that made you choose your practice? Your prospective customers want to know who you are. Did you have a turning point in life? were you on ‘a mission from god’? (yes I’ve been watching blues brothers) Set up the camera and get it out there. People who know you, become people who trust you, people who will allow you to help them.
Here’s the quick and dirty flow of a typical video.
- tell them what you’re going to tell them (intro)
- tell them (content)
- tell them what you just told them (summary)
- tell them what to do next (comment, subscribe, sign up)
Some of the top video coaches use a little editing and set up their videos in this way…
They record a 10-30 second intro explaining what the video will be about, explaining the question that will be answered in the video. Then they introduce themselves, and the segment.
They edit in a pre-recorded branding segment which is the same for each video. This is usually a quirky 5-10 second clip of slideshow photos or videos, with a cool song… and then the logo, name and title of the business.
Then, the main video content. (their best stuff)
And of course finish with, a call to action, which can also be pre-recorded. A call to action tells people what to do next. “Tell us your experience in the comments below”. “Subscribe to my channel”. “Come to my website and Sign up on my mailing list for more tips”.
10 seconds. That’s how long you have to grab the attention of viewers in a video marketing clip. According to research by Visible Measures, 20% of your viewers will click away from a video in 10 seconds or fewer.
that sounds hard, how do i put it all together?
Of course you want to look professional. But the most important thing in this video is YOU, your message and how it will help people. You don’t have to be fancy, you don’t need expensive equipment, you don’t need to hire a crew to shoot 3 different angles. You need to be real, and likeable. People want to hear what you have to say. Even if you don’t have the knack for video, or feel like an idiot and have to do 10 takes, don’t worry, you’ll get better. Focus on how you can help people and keep going.
You can start with a smartphone, or a webcam on your laptop, and a youtube account. For example. Mary Forleo started from her kitchen! Her words were so inspiring and well received, she now runs a multimillion dollar business and appeared on Oprah! Sure, she’s pretty fancy now, but ONLY because people liked her and what she had to say.
Find a nice room, or a quiet place outside. Prop up your camera or laptop and start rolling, and send it straight on up to youtube. You don’t even need video editing software. With youtube’s video editor, you can do it all right IN! Hows that for easy?
With over 1 billion users, there’s no question why it’s a good choice to do your video marketing on youtube. Your audience is already there. Another incredible reason is because they’re making it so darn easy. You can upload your video straight from your phone. Their video editor can add intro titles, music, photos, transitions, the works! You can even clip out mistakes.
But with all the videos swimming in the youtube pool, how are your fans gonna find yours?
The answer is simple: Keywords.
When you know what people are searching for, you can help them find you! The whole process can take minutes, but what a huge difference it can make in where you show up online. My boyfriend and I made a crappy video about a yucca tree and loaded it up on youtube. Because I found the right keywords and optimized the video correctly, the video got 30,000 views! Crazy.
Here’s where the other videos landed
It’s so easy, there’s no reason not to take a few minutes to do some keyword research for your youtube video marketing. There are two steps in the process.
Keyword Research and Keyword Optimization.
For the rest of this article, I’m going to show you how to do just that.
In order to know what people are looking for online, it’s time to get to know the Google Keyword Tool This will show you which words and phrases people are typing into google to find stuff. You’ll need to login to your google account to use it but you’ll also need that same google account to set up youtube, so if you don’t have gmail, sign up now.
Here’s a video walkthrough on how to quickly find keyword phrases to use when publishing your videos on youtube.
That was a quick and easy example of how to do your keyword research. I’ve only skimmed the surface. For youtube, the surface might be all you need for your videos to show up on the top results. If you need to know more about search engine optimization for your website, Brian Deans Definitive Guide on keyword research is about the best I’ve ever seen.
As you saw in the first video, The difference between the number of people who find your video when it’s optimized as opposed to not being optimized is really crazy. It’s so simple and it only takes a few minutes. it’s so worth it when you’re doing video advertising for your business. Heres how…
One last way to keep the visitors coming is by publishing consistent content. Building a library of great video tips keeps potential clients loving you more and more. If you’re doing video content marketing, the more videos the better!
‘Lucky Bitch’ Denise Duffield Thomas is a fantastic video marketer. She has great tips on how to create a content schedule to keep your video marketing consistent.