How to Sell Video Marketing To a Skeptic
Although you may be hard-pressed to find someone unfamiliar with YouTube, that is no guarantee that the majority of people realize the value of video. If you want to know how to sell video marketing to a skeptic, you need to know the surprising statistics associated with the power of the strategy. Share the numbers, and you are sure to win over any skeptic.
The Numbers
An industry study released data this year that is incredibly compelling for the power of video marketing:
- 1200% - That is how many more times a video is shared compared to text and image only ads.
- 403% - Increase in inquiries for real estate listings with a video.
- 200-300% - Ratio of growth for click-through rates in email leads featuring video.
- 157% - Organic traffic increase to a site from search engine results when sites feature video.
- 100% - Rate of annual video consumption rising for YouTube.
- 92% - How many consumers share mobile videos.
- 80% - Conversion rate increase when featuring a video on your site's landing page.
Who's On Board With Video?
Once you have gotten the skeptic's attention with those phenomenal numbers, you may still have another hurdle to clear. They may not yet be convinced that their particular industry can benefit with video marketing. That is when you reveal that everyone is using video.
- 96% - That is how many B2B organizations use video marketing campaigns.
- 86% - That is how many institutes of higher learning have a YouTube presence.
- 80% - Expected amount of all consumer traffic to be video traffic by 2019.
Particular to B2B video advertising:
- 50% - How many executives prefer reviewing product or service information through video ads.
- 65% - Of executives who view video ads, this is how many follow through with a visit to the website marketed through the video.
- 39% - The number of executives that call a vendor after viewing their video ad.
The Effects Of Videos
The final word should always be about the audience. If nothing else gets a skeptic's attention, revealing just how many consumers care about video should. It is time to share the data of how video ads affect the consumer experience.
- 139% - The increase in brand association with consumers because of video ads.
- 92% - That is how many consumers are sharing videos through mobile devices.
- 90% - That is how many viewers use video in making a purchasing decision.
- 80% - That is how many consumers recall a particular video watched within the last month.
- 75% - Out of all video users, that is how many interacted with video ads.
Videos To Dollars
By now, you should have captured the skeptic's interest. It is time to seal the deal with a recap of how all of this video marketing data can translate into revenue.
- 144% - Increase in product purchases for e-commerce sites featuring video advertising.
- 77% - Consumers who become convinced to buy a product or service after watching a video ad.
- 75.5% - Number of marketers and small business owners who report a direct impact on the bottom line by video ad campaigns.
- 73% - That is how many companies report a positive ROI on video marketing campaigns.
- 64% - Number of video consumers who are likely to purchase a product after viewing an ad.
- 49% - Growth rate increase annually for businesses using video marketing strategies.
- 4.8% - Conversion rate for websites with video ads, which is nearly double the conversion rate for sites featuring no video (2.9%).
Videos That Sell
The skeptic should now be convinced and asking the question, "What are the elements of a great video ad?" The good news is that the same studies that reported these impressive numbers included that information as well:
- 97% - The degree by which consumers' purchase intent increases as a result of a video ad that is a pleasure to watch.
- 80% - Number of viewers who stay engaged in video ads less than one minute long.
- 80% - Number of viewers who click away should a video stall or take too long to load.
- 60% - Number of consumers who stop watching a video after 2 minutes.
Moreover, if the skeptic thinks that it is impossible to convey all the wonderful things about their brand in a one minute message, you have the skill to leap that hurdle as well. According to experts, a one minute video can contain the equivalent information of about 1.8 million words.
The final question from a marketing professional to a skeptic is, "When do you want to start production?" If you are ready to get started, please contact us to get equipped with the latest tools and innovative methods to maximize the marketing potential of your video campaign strategy.
Why Social Video Is More Important Than TV To Generation Z?
Generation Z uses social video as not only a way to pass time but a way to stay connected to family and friends. By understanding this, you may better understand why social video is such a vital part of your video marketing campaign, and whether or not your audience will react well to social video.
Who’s watching social videos?
According to a study done by Defy, 13-24-year-olds were watching YouTube more than TV. These people were able to identify better with YouTube stars than celebrities on television. Video is now actually going beyond entertainment. Instead, it is educating today’s young adults, acting as a stress reliever, and keeps young people connected with their peers. Interestingly, 85% of young adults watch video via YouTube.
Young people and video consumption
Think of your video marketing campaign along with the videos you plan to produce and read these facts about how much video young people consume. Ask yourself if you’re putting out enough video and it you’re using the right platforms:
- The average young person consumes 12.1 hours of free digital video per week.
- Many young people consume an additional 8.8 hours of subscription digital video.
- Young people watch about 8.2 hours of television per week. However, there are fewer 13-24-year-olds watching TV compared to digital video.
Considering how young people are watching videos, this validates that a video marketing campaign is an excellent way to get your brand’s message out, especially to Generation Z.
The videos that Generation Z is watching excludes any video made by family or friends. This is because Generation Z is watching digital stars or people they don’t necessarily know personally.
Are you utilizing social video to the best of your ability?
Create social videos that become a reliable source for Generation Z. The philosophy behind this is that young people look up to digital celebrities and understand how advertising can help their content. If you can make your content appealing and trustworthy to youth, then you can get a loyal “fanbase” or audience.
About 62% of youth can’t live without YouTube, 52% can’t live without Netflix, and 48% can’t live without social media. Consider these platforms and how effective they can be in your video marketing campaign in reaching out to both Generation Z and other generations.
Read more about YouTube and how it will help you in your video marketing campaign in our book, “The Video Marketing Roadmap.”
Gym Marketing: 8 Fun & Engaging Campaigns To Implement
In this gym marketing guide, you will learn about 8 fun and engaging gym marketing ideas to implement in your marketing strategy. From video marketing to tips on calls-to-action, we have tips on how to attract and retain new members.
Gym Marketing: How do you Attract New Members While Maintaining Current Members Engaged?
This is the number one challenge of any business. What is the secret to attracting prospective customers? The good news is that getting in front of your ideal customer has never been easier. However, you first need to determine which type of content your customers may be seeking and how they are searching for that content. In order to accomplish that, you start with a goal.
Just like when you are working out, you always need a goal. Are you looking to increase gym members? Develop a brand awareness? Or engage and retain your current customer? Setting goals for your campaign will help you define the scope of the campaign and the target audience.
With that understanding, check out these tips below and think about how they will help you to work toward your marketing goals. Need some ideas for goals? Some of the goals that we typically define with our gym clients include attracting new members, differentiating the gym from competitors (think about what makes your gym culture different), and current member retention.
Here are 8 marketing tips, including video marketing ideas, to help you get started:
1. Video: Workout of The Week
It is the perfect way to engage those customers who are looking for fun workouts. Start this campaign at the beginning of the year, when fitness resolutions are at their highest. Then give your audience a timeline and goals with each video to motivate them to keep watching. If this campaign is set up to attract new members to your gym, then the videos in this series should be hosted by one of your instructors in order to establish his or her credibility with the audience. By interacting with these videos, future customers get a preview of the level of competence of the coaching staff as well as the overall cultural tone of the gym.
2. Tips To Improve Fitness
We all had to start somewhere. One of the secrets to retaining members is focusing on education. Share the secret sauce. You gain nothing by keeping your vast fitness knowledge to yourself. The most valuable application of that knowledge is to freely share it with your members in order to ensure they get the most out of each visit.
For instance, create videos that demonstrate proper form for each exercise. Get new members jump started by offering tips and workout programs to keep them motivated. This campaign will aim to improve your check-ins, and grow your memberships.
3. Membership Sale and Specials
Run a promotion for the first 25 people that visit the gym that day. The promotion depends on your monthly membership cost and the special you decide to run. For example, you can run 40% off memberships for the first month, or a particular dollar discount on a membership, classes, or gear (if you sell gear in a house). Evaluate your membership cost and provide a unique offer that will get people in the door. While we understand that cutting into your already tight margins is a difficult decision, the goal of this is to create new members. Once you have them in your system, you can focus on retaining them at full price.
4. Free Technique Workshop Once a Month
Use your website to create a landing page where non-members can sign in with their email to gain access to a free video with one of your instructors teaching a particular exercise. While you at first at seems you are giving away free instruction, you have the visitors' contact information (especially email) to continue to nurture the relationship over time. It will provide you with a nice segmented list of customers who are interested in learning more.
These customers have entered the buyer's journey within your sales funnel. They are in the "Awareness Stage." You need to provide them with the answers to the questions that first brought them to your site. From there, you provide content that moves the buyer through each of the stages to the "Decision Stage" where they become a customer.
First, they have to feel like they fit in to your community. Second, they need to understand the type of workouts your members perform. Finally, they need to know what makes your gym different. This effort might seem like a lot of work for the gym, but it makes the difference between customers that are generally interested in fitness and wanting to sign up on the spot (by continuing these efforts you create advocates that send endless referrals your way). If they do not sign up right away, do not worry. You simply need to continue nurturing the relationship and stay consistent (without harassing or being annoying).
5. Offer a free class for new check-ins via Yelp or Facebook
According to Time.com, Americans check their mobile phones around 46 times per day, so why not take advantage of that and provide a free pass to new check-ins on Facebook and Yelp. Promoting this offer on Facebook via an ad that targets mobile users will work to drive them down the sales funnel, ideally converting to become a member. Most people feel motivated and excited to workout at the end of a fitness class, and will be ready to take action right then. Moreover, you are able to get all of the referral traffic from that user's network as her check-in will show to all of her friends and family.
6. Free guest passes for a Google or Yelp Review
Google reviews look good when people are searching for a gym, and they also help your business rank higher in local SEO! Even further, it influences the customer's decision to join. If you are short on Google or Yelp reviews, encourage your members to leave you reviews by providing them with a free 5-day guest pass for a friend. This campaign will attract new business to your gym by giving new customers a taste of the culture and expertise of your staff.
7. Feature a Gym member
Featuring a member who works hard to reach their goals will inspire the rest of your members to maintain their efforts and work toward their goals. A monthly or weekly member feature will serve as a motivation to keep guests checking into the gym. This campaign can also be featured on the website, and all social media profiles. Members will be encouraged, and happy to be part of a community that motivates them to do better.
Gym marketing strategies are not only about attracting new members but retaining current members as well. Customer retention is less expensive than acquiring new members, and more profitable over time.
8. FAQ and Unique Content Via Live Video Or Blog Post
Answer frequently asked questions on your website or through live streaming on your social media channels. Not only will these posts help with current members by reinforcing your expertise and educational culture, but it will also create a resource for your members to turn to for information. You can also create short videos answering these questions and post them on channels like Facebook, Youtube, and Instagram. This is especially ideal for gyms that have a lot of technical workouts and machines where precise movements are essential to complete the workout.
FAQs are not the only questions to answer. You can also do research on keywords and most searched questions online, and answer them via a blog posts and video to attract more traffic to your website. Members and non-members will have a resource of information that will help them take full advantage of the gym. This type of content also helps your website to rank for more keywords. Providing consistent, valuable content that is SEO-optimized will get more people to your site and in your doors.
Bonus Tips For Gym Marketing
- Do not forget to include a call-to-action at the end of these videos and blog posts to capture information and use it to build an email list. This email list can be used to send valuable content via email and transform non-members to members.
- An important to remember not try to sell, rather provide value, in order to help your audience reach their goals. This approach will set you apart from your competition who do nothing but promote.
Why Inbound Marketing
This blog will walk you through you to the culture of inbound, and provide you with a big picture view of everything you need for a successful inbound strategy. So what of the first question that you may be asking yourself is why INBOUND?
To put things into perspective let’s look at traditional marketing and what it offers for a business:
In traditional marketing, companies focus on finding customers: Generally, they use techniques that are interruptive. These techniques could be anything from cold-calling, print advertising, TV commercials, and junk mail.
Technology is making these techniques less effective, impossible to track conversion, and more expensive. Caller ID blocks cold calls, DVR makes TV advertising less effective, and spam filters block mass emails. It's still possible to get a message out using these channels, but it costs a lot more. So, Traditional marketing is interruptive and marketer-centric. The traditional way of doing things is convenient for the marketer because they can push content in people’s faces whenever they want, and even when those potential customers don’t want it. But it’s not an ideal experience for the user – the potential customer. Inbound marketing is the mirror version that. How? Keep on reading.
Inbound is a fundamental shift in the way we do marketing. An inbound methodology is not an interruption- based message where the marketer or salesperson had all the control, instead it’s about EMPOWERING potential customers.
The way it works:
- Instead of interrupting people day with television ads, they might create videos that potential customers want to see. Remember that one time you were looking for a quick solution to a problem like how to remove a stain from a brand new silk shirt? Or how to replace the battery in your mac yourself? Well, the inbound strategy will help you get placed on top search based on those queries.
- Instead of buying display ads in print publications, they could create a business blog that people would look forward to reading.
- instead of cold calling, they create useful content so that prospects can contact them when they want more information.
Inbound marketing focuses on placing you as the expert in your field, where the customer can find you when they need advice or information. It’s like having an expert by your side and you call them when you need them.