Video marketing is one of the best lead generation strategies that a business coach or executive coach can use to gain leads. Are you properly utilizing video to showcase your expertise? Let’s go!
Embrace the power of video content, a dynamic and essential tool in the modern business landscape. Your competitors have already harnessed their potential for acquiring qualified leads, and now it’s your turn. Whether you’re new to video creation or seeking to revitalize your approach, you’re in the right place. We’re about to unveil nine actionable steps for crafting video content that gets discovered, viewed, and transformed into top-quality leads for your business. Let’s dive in!
Understand the Power of Video for Coaches (and Other Businesses)
If you’re like most people, you probably watch a lot of video content. It’s an engaging medium that stimulates our senses and creates a deep connection. It’s also an integral lead generation tool. A recent survey shows that 96% of marketers consider video to be an important part of their overall marketing strategy and 92% of those believe that it provides them a good return on their investment. Another study finds that viewers retain 95% of a message when they watch it in a video, compared to just 10 percent when they read it in text. Obviously, that makes it a valuable marketing tool!
Reach into your pocket. Is there something rectangular and flat in there? If so, you’ve got what you need, so don’t let this opportunity go to waste.
Determine Your Video Marketing Strategy
What, specifically, would you like to accomplish with your video content? If you’re looking to connect with your target audience and turn potential customers into qualified leads, the video must work in concert with other aspects of your digital marketing strategy.
Use your videos to increase brand awareness and encourage engagement. Make sure that you display your knowledge and expertise so that you can become a thought leader in your area of expertise.
Tip: Don’t forget to end your videos with a call to action. This could mean prompting the viewer to follow you on social media, sign up for an email list, or shop for your services. Even though it’s implied that you’d like them to follow up, you’ll greatly increase the number of people who do so if you ask them to directly! One study found that CTAs were 380% more likely to get clicks if they were embedded in videos, as opposed to text. Don’t forget the CTA!
Keep Your Target Audience in Mind When Creating Video Content
Your customers will respond more positively to your videos if they address their true concerns. It’s time to turn pain points into prospects!
What are your potential customers really all about? What hurdles are they trying to overcome? What’s keeping them awake at night? What makes them tick? Once you’ve answered these questions, you’ll be on your way toward giving your video viewers valuable content.
Remember: look in the mirror. Your target market is probably very similar to you!
Understanding the customer is a favourite topic of ours, so don’t forget to check out blog posts on archetypes and buyer personas.CTA: Ready to forge meaningful connections with potential customers? Peak Ed Designs’ first step is to schedule a call dedicated to gaining a deeper understanding of your business and objectives. It’s the crucial first stride toward achieving your goals, and we’re here to guide you every step of the way. Don’t miss this opportunity to supercharge your business growth – schedule your call now!
Craft Compelling Video Content by Telling a Story
Do you want to create a connection with your customer? You’re going to have to build something that captures and holds their attention. Don’t sweat it, you’ve got what they need!
Start your video with a hook! You’ve got a mere 5 seconds to grab the listener’s attention, so make it count. Then, dive into explaining what the video is about and how they’ll benefit from watching it. Are they going to learn a new skill or gain a deeper understanding of something? Spell it out! Explainer videos, how to videos, webinars and animated video content are all great formats. Live stream videos are another effective tool.
A great way to get started with your video content creation journey is by embarking on a live daily challenge. This could be 5, 7, 14 even 30 days. The point here is to make a commitment to how many days straight you will go live, and where you will go live (FB, IG, LinkedIn, YouTube). Then each day, come up with a new topic, decide when you are going to go live, and hit record! /
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7-Day Live Challenge Example
Here is a 7-day live challenge idea for business and executive coaches on LinkedIn
Day 1 – “Business Insights Monday”
“Welcome to Day 1 of our ‘Business Insights Monday.’ Share insights about your area of expertise as a business or executive coach. Discuss the unique challenges business professionals face and encourage your audience to share their concerns. This sets the stage for the week ahead.”
Day 2 – “Transformation Tuesday: Success Stories”
“On ‘Transformation Tuesday,’ share success stories or case studies from your coaching experience. Highlight the transformations your clients have achieved and the obstacles they overcame. This builds credibility and showcases the impact of your coaching.”
Day 3 – “Wellness Wednesday: Dream Big!”
“It’s ‘Wellness Wednesday,’ but we’re focusing on professional wellness today. Paint the dream for your audience by sharing stories of your own journey and showcasing the lifestyle potential for executives and business leaders. Inspire them to envision their own success.”
Day 4 – “Teaching Thursday: Leadership Insights”
“Today, ‘Teaching Thursday,’ is all about sharing leadership insights. Offer valuable lessons or discuss leadership topics relevant to your coaching niche. Conclude with a compelling call to action, inviting viewers to connect with you for personalized leadership guidance.”
Day 5 – “Offer Friday: Exclusive Coaching Opportunity”
“It’s ‘Offer Friday,’ and we have an exclusive coaching opportunity for executives and business professionals. Let them know you’ve opened up a limited number of coaching slots for those seeking specific outcomes. Create a sense of urgency by emphasizing the limited availability of these opportunities.”
Day 6 – “Fearless Saturday: Overcoming Business Obstacles”
“On ‘Fearless Saturday,’ address the common fears and challenges that professionals encounter in the business world. Describe these obstacles, why they exist, and the cost of not addressing them. Share success stories or strategies to overcome these challenges.”
Day 7 – “Emotional Drive: Ignite Leadership Purpose”
“For the grand finale on ‘Emotional Drive Sunday,’ discuss the emotional aspects of leadership and personal growth. Ask your audience if they’ve been feeling specific emotions related to their professional journey. Share insights and offer guidance for those seeking to ignite their leadership purpose.”
Ready to embark on your 7-day live challenge? Fantastic! While live videos are a fantastic way to connect with your audience and build trust, there are a few key points to remember. Customer testimonials are also a great way to add credibility to your claims. Do you have any clients who’d be willing to get in front of the camera?
Now, let’s talk about your setup. Make sure you have a visually appealing background and that you’re well-lit and framed. You don’t need a Hollywood-level set, just avoid clutter or dark, dingy backdrops.
Lighting Tip: did you know that putting a piece of tin foil behind your light source can help illuminate your face evenly and reduce harsh shadows, making your video or photo look more professional and well-lit?
But above all, remember this: be yourself! You’re trying to form a bond here, not apply to host a network talk show. Authenticity is the name of the game, so take a deep breath and speak from the heart! And just start.
Get Some Decent Video Equipment (But Don’t Freak Out About It)
A professional studio is great, but it’s not necessary for your first video. Invest in a high-end camera if you have the money and inclination, but, if not, a good smartphone will do. Selfie lighting rings are affordable, as are tripods and external microphones.
Final Cut Pro and Adobe Premiere are both solid video editing software programs. There are a host of video editing apps at your disposal, so familiarize yourself and choose the one that’s right for you. If you’d like to learn some video editing techniques, YouTube has plenty of tutorials to offer. No need to become Steven Spielberg, just make sure you’re creating video content that reflects upon you positively.
Use Search Engine Optimization to Get Found
Your awesome video content is wasted if it’s not viewed, right? SEO will put you in front of eyeballs.
Optimizing video titles, descriptions, and tags with relevant keywords helps search engines understand and index content.
Engagement metrics like watch time, likes, and comments affect video rankings, so creating high-quality, informative content that keeps viewers engaged is essential.
Backlinks and social shares also contribute to a video’s authority, positively impacting its search engine ranking.
SEO is a massive field of knowledge, but don’t be overwhelmed. Start by giving your videos compelling titles that include relevant questions and keywords. Insert keywords into descriptions, meta descriptions, and tags as well. You’re on your way!
Note that this blog is entitled ‘Connect with Video: How Coaches Do Effective Video Marketing’. It’s direct, to the point, and contains several relevant keywords. Take a similar approach to titling your videos.
Get Your Video on Social Media and Start Making Waves
Don’t hide your video, let’s get it out there on some digital channels! It’s time to use social media to get some leads!
Leverage your content far and wide: I’m talking Youtube, Vimeo, Facebook, Instagram, LinkedIn, Twitter, TikTok, your website, email campaigns, webinars, and more. Obviously, you may not be on all of these platforms, but the point is, don’t be shy about spreading your video around.
If the social media algorithms aren’t breaking your way, consider spending a few dollars on an ad or a boost. Even a modest budget can put you in front of a large number of eyeballs. You never know where you’ll find your next paying client!
Analyze Your Video’s Performance and Make Improvements
Once your video content is out in the digital world, it’s essential to track its performance to ensure you’re on the right path and making the most of your efforts. Fortunately, platforms like YouTube and other social media channels offer a wealth of statistics and analytics that can provide valuable insights into how your content is resonating with your audience.
For an easy start, focus on these key metrics to adjust and enhance your video content:
View Count
Keep an eye on how many people are watching your videos. An increasing view count generally indicates growing reach.
Audience Retention
Look for when viewers tend to drop off. Knowing where you lose your audience can guide you to make improvements in keeping them engaged.
Click-Through Rate (CTR)
Monitor how many viewers take action on your call to action. An improved CTR means your video is effectively encouraging viewers to act.
Engagement Metrics
Watch for likes, shares, comments, and subscribes. High engagement is a sign of active interaction with your content.
Becoming an expert in video analytics might be a learning curve, but the information is readily available if you’re eager to learn. Even small insights can have a big impact on refining your video content strategy and achieving better results. With continuous monitoring, a data-driven approach, and an openness to adapt, you can ensure that your video content consistently meets your audience’s needs and preferences.
Use Case Studies and Success Stories to Convey Social Proof
Your coffee mug says world’s best coach and you’re certain that all who come in contact with you benefit from your wisdom. It sounds OK when you say it, but even better when your satisfied clients do.
A short video where a real person explains how you helped them in a real way is a powerful tool. Highlight the situation, the approach, and the results. Potential customers will be moved and will want the same for themselves.
Next Steps
In the fast-paced world of modern business, effective video marketing is your ticket to reaching a wider audience, transforming leads into clients, and establishing yourself as a thought leader. If you’re not already harnessing the power of video, the time to start is now.
While sharing your expertise through live video, remember that authenticity is key. Arrange for customer testimonials to add credibility, ensure good lighting and background, and be yourself.
Don’t keep your expertise hidden. Let the world discover what you’re capable of.
At Peak Ed Designs, we’re dedicated to helping you represent your value proposition effectively and attract the right audience.
It’s time to tell us about your goals, and we’ll craft a strategy that will attract, appeal, and convert your next high-paying clients!
Are you doing everything you can to show the world what you’re capable of? It’s time to make your expertise shine through video marketing.
Contact Peak Ed Designs
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