Video Marketing: A Definitive Guide for Fitness Businesses

Coach

There’s a good chance that you’ve seen competitor brands using video marketing and that you’ve heard it’s the next big thing. You may, however, not be sure if it really is a viable option for your fitness business.

If this sounds like you, keep reading.

I’ll share all you need to know about using video marketing for your brand. I’ll cover how you can develop a video marketing strategy, types of videos you can create, and bonus tips to help you elevate your video content.

But first, let’s look at why video really is the next big thing.

Video is booming

It may have been easy to overlook how fast video has become a staple in our lives. Take YouTube. Did you know that over 500 hours of video content is uploaded to the video-sharing platform every minute?

And while that’s a gargantuan number, research shows that people consume over 16 hours of video every week. It’s also no surprise. Since Facebook, Instagram, Twitter, and LinkedIn evolved to make video a core component of social feeds and interactions, people have embraced the phenomenon. Facebook alone gets almost eight billion video views per day.

And that’s not all. Video has become a strong motivator for consumers. Studies show that 84% of people are more interested in a product after watching a product video.

But what’s really at the heart of this drive toward video is the medium itself. It’s far more engaging than text or images. The combination of imagery and audio is powerful. In fact, a study shows that more people would rather watch a video than read a blog post.

How to develop a video strategy

Getting started with video for your fitness brand isn’t as hard as you may think. It will require grasping a few new ideas, but like anything else, it’s learnable.

Before you invest in a camera and hit record, you’ll have to think about video marketing strategy. As with all marketing, you must know what your objectives are and how they support your business goals.

Do you want to attract more new customers? Do you want to sell a range of products you’ve just launched? Whatever your goals, be sure to write them down as a first step.

Next, pull back the layers on whom you’re targeting. The smartest marketers on the planet know that you cannot market a brand or product/service without knowing who your ideal customer is and why your solution is the perfect fit for them.

Where to start?

Identify Your Ideal Customer(s)

If you haven’t yet, create a persona document. Personas provide marketers with a clear understanding of their ideal customers. They include all the characteristics your ideal customer has and are based on research and conversations with people to whom you sell your products and services.

Personas include challenges, needs, wants, desires, and pain points your ideal customer has. They also share the values buyers hold about themselves and your product/services.

If you need to get started on your persona(s), download a copy of DigitalMarketer’s Customer Avatar sheet. It’s free and will guide you through the process of identifying your ideal customer(s) and what moves them.

Think Transformation

Creating effective marketing videos has to do with what your clients want out of the experience. In better words, people don’t buy products and services; they want to actualize transformations. When you think of each video you create as an opportunity to create a transformation, you’ll create content that your audience resonates with.

Understanding what your ideal customer wants may seem hard to determine. A simple and effective way is to use the Before and After Grid. It helps you establish the before and after states of your customer.

Knowing what your customer is thinking and feeling before they encounter your video and how your video should influence their after states helps you create content your audience will find hard to look away from.

Get your hands on a copy of the before and after grid here.

Different Types of Videos You Can Create

Wondering what to shoot? Here’s a collection of eight video ideas (with examples) that you can create for your fitness business.

Showcase Your Facilities and Team

Give prospects an idea of what your gym has to offer with a walk-through video. MGM Scotland is a boxing club. They produced an 11-minute video to share their facilities. In it, you see their facilities and get to meet staff and clients.

Tips from Your Team

Most people who join gyms don’t have enough education or a plan to help them generate results. Tips from staff can go a long way to helping new and prospective members gain from visiting your fitness business.

In one video, Stuart Woods, Head Coach at Reddam GC, shares how he puts a TeamGym routine together. If you’re an aspiring gymnast, seeing that video will likely make you want to learn more about Reddam GC.

Product Reviews and Diet Plans

Jeff Cavaliere launched his YouTube channel back in 2006. Since then, he’s generated over 1.3 billion views and has over 9.31 million followers. Jeff also owns a gym and he knows that producing content helps promote his brand and sell products. In this video, he talks about the importance of supplements and dieting.

Provide Reasons to Join Your Gym

Often, people looking to make a change need a little motivation. Creating a video with reasons to join your gym can help. In his video, Coach Joe Riggio shared a moving story about how his clients’ lives changed for the better after joining his gym.

Testimonials

Social proof is a powerful marketing tool. It helps buyers looking to make a purchase feel comfortable taking action. RX Gym shares how joining their gym has improved the lives of some of their members.

Classes and Training

Sticking to the same fitness routine isn’t always fun. Introducing something new can change that. Recording videos that showcase certain movements or give clients and prospects an idea of what to expect can lead to greater demand for your services.

Vigor Ground Functional Fitness Training Center created a video titled “14 Fun Fitness Partner Games For Group Workouts” to inspire members and their audience.

How to Use Equipment

Joining a gym can be daunting. It’s a new space filled with equipment and technology you may not know how to use. Creating a series of how-to videos for members and prospects can help alleviate their anxiety.

Planet Fitness put this short video together on how to use a treadmill. It’s generated over 56k views, proof that people needed to see it.

Personal Workout Videos

Personal workout videos make it easier to learn how to perform movements without fear or injury. Like many other fitness businesses, Jeff sells health and fitness programs online.

In his “7-Minute Abs” workout video, he shares exactly how to isolate muscles and explains why it works. Videos like these educate members, giving them the knowledge to get the most out of their memberships.

Pro Tip: If you want to take your video creation to the next level, you can create an entire online course for sale and distribute it via over-the-top or OTT apps. They give customers the chance to view your content on their smartphones, PCs, or devices like AppleTV, Roku, AndroidTV, and FireTV.

Bonus Tips

If you’re new to creating videos, you may find the process a little challenging. You may also want to find ways to produce even better and more successful content. Here are five tips that will help.

Share Your Videos in the Right Places

Creating a great video is one thing; getting eyes to it is another equally important part. After all, if nobody sees your video, nobody gets your message.

Share your videos in all the places you know your audience visits. These places can include:

  • YouTube
  • Facebook
  • Twitter
  • Instagram
  • Websites and forums

Run ads

Paid media is effective. It allows you to reach more of your audience faster. Unlike organic content, where you rely on algorithms to position your content above others in search results, paid ads can place your videos in front of your persona instantly.

Try it. You can run ads on all social platforms and sites where your audience is present.

Stay Top-of-Mind by Producing Videos Consistently 

Video is one of the many content formats. If you want to use it to attract more customers, you’ll need to be consistent. Create a list of ideas, a calendar, and commit to producing and sharing videos regularly.

The more you share content regularly, the greater the chance that your brand will stay top-of-mind with your audience.

Speak to Customers for Ideas

While you can create a long list of video ideas, don’t neglect your audience. Ask them what they want more of. You can do so by running a poll or asking people to use the comments section to send ideas.

Learn From Your Results

Marketing is a science. You can learn what works best with your personas and what to produce more of. Pay attention to your metrics. For example, if you’re on YouTube, this means knowing what your watch time is, which types of video get the most likes, shares, and comments, and when the best time is to publish new content.

PJ Taei is founder and president of Uscreen.

via: Street Fight Magazine

Digital is the name of the game in the world of marketing and has been for quite some time. Thanks to digital marketing techniques, even the smallest brands have been able to attract new customers, build lasting relationships, and expand their reach. This is easy enough for companies that operate on either a national or local level, but what happens when they do both?

In other words, how does a franchise marketing team adjust their digital marketing strategy to target local leads in their individual locations? In this guide, we will discuss some of the various tactics, best practices, and methodologies used in franchise marketing to achieve better local visibility and better targeting of local customers. This guide is not just for marketers. If you are a franchisee, franchisor, or handle local listing management for a franchise location, this guide is also for you. Now, let’s get started.

What is Franchise Marketing_

What is Franchise Marketing?

If you’re new to marketing for franchises, then it’s a good idea to quickly cover the essentials of what it is. Franchise marketing is a multi-tiered marketing plan whereby a company must craft marketing campaigns for franchises in specific locations, while also adhering to a broader strategy at the corporate level.

If it sounds complicated, that’s because it very well can be. When you own a franchise location, corporate will want to keep a hand in marketing to ensure consistency and quality control across the board. Local franchise owners will, however, be allowed some creativity to tailor ads to meet not just the cultural and socio-economic needs of an area, but also legal requirements.

Traditional vs Digital Marketing

Traditional vs Digital Marketing

From renting billboard signs to creating ads that run on game day and paying A-list celebrities to be brand ambassadors, traditional marketing is expensive. While these are still effective methods of generating leads and attracting customers, due to the high cost, they are better left to corporate. Local franchises who want to maximize their profits should focus most of their energies on digital marketing.

This helps to boost profitability by improving sales and cutting down advertising costs.

Even so, traditional marketing still serves a place as a complement to digital marketing strategies: a connection which we will discuss in greater detail later on in this guide. Here are some of the many marketing tools that are effective at the corporate and local levels.

  • Social media marketing
  • Pay-per-click advertising
  • Website search engine optimization
  • Video marketing
  • Email marketing
  • Text message marketing
  • Data analytics

Keep in mind that not everything on this list directly boosts SEO. Some items merely boost visibility or awareness, which increases the effectiveness of SEO tactics. It is one thing to be discoverable, but even better to be recognizable when you are. Also worth noting is the fact that not all of these tools will be beneficial to your specific brand.

To decide which methods will best suit your marketing goals and business type, you must consider how the demographic you serve prefers to engage with brands of their choosing and what forms of communications resonate best with them. Once you have these figured out, you can implement the specifics detailed in the rest of this guide.

Social Media Marketing

Social Media Marketing Strategies for Franchises

When it comes to digital marketing, one of the first tools that is often called upon is social media. That’s because social media is one of the best tools for increasing awareness of your business at both the corporate and franchise level if properly managed. If not properly managed, then you can create a mess of inconsistent messages intermingled with confusion over who has access to what account. Here’s the best way to organize this.

Corporate Level Social Media Marketing

There should be one social media account per platform at the corporate level, which is handled only by the professionals at corporate. Depending on your business and the demographic it serves, this could include LinkedIn, Facebook, Twitter, Instagram, and YouTube. These main accounts should either forego using an exact physical location or use the address of corporate. In the case of Facebook, it is best not to use an address at all, so you can use the locations feature to pinpoint franchises in different locations.

As the fount from which the rest of social media marketing strategies will spring, it’s a good idea to create a Best Practices Social Media plan for franchisees to use. A good plan book will detail the following.

  • Basic social media marketing strategy guidelines
  • Tips on how to find local professionals to assist with marketing
  • Any social, religious or moral convictions that must be upheld in the branding
  • To what extent corporate’s social media posts and general content can be copied or duplicated
  • Keywords and hashtags used to boost SEO

Local Level Social Media Marketing

Before creating social media handles for a local franchise, it’s important to check with corporate to ensure this is allowed. Note that another franchise location receiving permission does not guarantee that you will. To increase your chances, have a hired social media agency at the ready to prove to corporate that you have professional assistance to steer you and your marketing campaign in the right direction. It may also be worth it to speak with other local franchises and propose shared social media accounts for the location, such as @VDigitalPHX or @VDigitalLA to complement a corporate handle of @VDigital.

Pay-Per-Click Advertising

Pay-Per-Click Advertising Strategies for Franchises

Most social media platforms offer some type of PPC advertising. The ones that are best for you will depend on the platforms you have identified as being best for your business.

Corporate Level Pay-Per-Click Advertising

Digital advertising on social media is a great way to get your ads in front of more eyes, while only paying for the level of engagement it attracts. Here are some of the PPC offers corporate should not miss out on.

  • Google: Almost every business uses Google ads. The reason for this is simple. Google owns the vast majority of the search engine market, so the searches you would most likely want to appear in belongs to Google. Why not pay for your spot?
  • Twitter: Twitter ads are one of the most expensive you may come across with monthly payments of $99 to use their Promote Mode option. However, if you have several hundred dollars to dedicate to this each month, it does pay off as the price helps to keep ad competition low.
  • Facebook & Instagram: Facebook ads are more affordable and tend to deliver more value for your money. Facebook pages are also arguably better formulated for generating business leads than Twitter.

Local Level Pay-Per-Click Advertising

When it comes to PPC advertising, local franchises are better off using Google, Facebook, and Instagram as PPC platforms. The effectiveness of these three outlets make Twitter ads an unnecessary luxury item. However, if Twitter is where most of your customers and clients hang out, and corporate okays the local use of Twitter, Twitter ads may be worth looking into.

Website Search Engine Optimization

Website SEO Strategies for Franchises

Website SEO is an integral part of marketing for businesses of all size. This is because SEO expands a company’s organic reach and continues to bring in website traffic as long as the keywords chosen remain relevant. When the effectiveness of a specific keyword changes, it’s a simple task to update content to reflect that. This helps to ensure that when someone googles relevant topics related to your business, your website will rank high in searches.

Your goal should be to land in the first three spots because most people don’t look beyond the first three results. Here are a few things you need to make sure you rank in the first three spots as often as possible.

  • A strong online presence to attract do-follow links from local news agencies, government bodies, and charitable organizations.
  • Content that is unique, engaging and provides a solution to the question asked or topic broached in the search bar.
  • A website that loads quickly and is optimized for mobile use.
  • A website that is properly coded so that search engines can easily find, crawl and index the pages.

Corporate Level Website Search Engine Optimization

As in all other areas of franchise SEO, corporate is expected to lead the way. If the corporate website is doing well and generating large amounts of traffic, then all others will benefit. This is true even when all local franchises are expected to build and manage their own websites, because a successful corporate website helps to spread awareness and boost credibility for the brand itself. If corporate has a formula that has been working well, it should pass on this information to the local franchises, so they can benefit from HQ’s wisdom and experience.

Local Level Website Search Engine Optimization

Not all franchise companies will allow you to build your own website. However, it doesn’t hurt to ask. And, while you’re at it, see if you can get a hold of the keywords corporate has been using. By using those same keywords on your own local website and social media pages, you will be able to piggy-back off corporate’s success. However, to boost your local ranking, you should add location tags, such as, “SEO services in Phoenix” instead of just “SEO services”. This indicates to Google that the services you provide are relevant to a specific location.

Another way to improve your local SEO ranking, particularly with Google, is to ensure your franchise is listed on Google with the following information.

  • Physical address
  • Opening hours
  • Phone number
  • Website

Depending on your type of business, you may be able to add additional information. For example, if you own a restaurant, there is usually an available slot for a menu.

Quick Tip: Be sure to clean up local listings to prevent the SEO nightmare of duplicate entries. Duplicate entries will only cost you customers and needless embarrassment down the line. It may also not sit well with corporate, who may then seek to tighten the marketing reins.

Video Marketing

Video Marketing Strategies for Franchises

Did you know that YouTube is the world’s second largest search engine? This shouldn’t be too surprising when you consider that Google owns YouTube. Naturally, because of this, the two combine forces in the SEO world to produce amazing results. In short, Google gives special favor to its own videos on YouTube and ranks these higher up in its search results.

However, publishing on YouTube isn’t the only way you can use video marketing to your advantage as a franchise. Here are some of the many ways video marketing is useful at both the corporate and local level of franchise SEO.

  • Use videos to humanize your brand and inject humor into your social media stream.
  • Tutorial videos are a great way to demonstrate how to use a product or service your business provides.
  • Videos can help you share the story of your brand and how your business grew to its current status.
  • If your company participates in local events or encourages workers to volunteer, use videos to showcase that involvement while giving your charitable employees a moment in the spotlight.
  • Videos are far more likely to go viral than a full-blown article, increasing your likelihood of exposure.
  • If your business features a service component, like personal training at a franchised gym, videos are a great way to create webinars or presentations to showcase your level of expertise.
  • Few businesses operate in a bubble. Most companies must partner with other brands to bring their businesses to life. If your business is contracted to work with a specific brand, consider exchanging product reviews. For example, a restaurant could review the brand of pasta they use for their secret in-house recipe, and the pasta company could review the restaurant that uses their pasta as a key ingredient.

Email Marketing

Email Marketing Strategies for Franchises

Before saying anything else regarding email marketing, let us first emphasize that we are referring to opt-in email marketing. When people choose to receive your newsletters, it’s a good sign that they’ll actually open your newsletters when you send them. This helps to generate more leads and potential sales.

Corporate Level Email Marketing

While all other areas of marketing so far have primarily been aimed at reaching customers, corporate should consider using email marketing to grow the franchise business by focusing on more B2B communications. The primary groups you should try to reach are as follows.

  • Vendors and suppliers
  • Administrative staff
  • Current and potential franchisees

Quick Tip: Be sure to utilize different mailing lists for each of these categories. This helps to ensure people don’t receive content that is not relevant to their interests.

Local Level Email Marketing

The great thing about email marketing is that it’s the one form of marketing so far that corporate may not try to control or curtail. This is because email marketing goes directly to individuals and is not published publicly.

Unlike corporate, local franchises should use email marketing to reach out to customers. Here are a few share-worthy ideas to send to customers and clients.

  • Upcoming events
  • Recent accomplishments with thanks
  • Coupons and special offers
  • Involvement in local charity events

Quick Tip: If corporate won’t allow you to run your own branded website, use social media and a lead form to build your mailing list. If social media isn’t allowed either, then the next tip is for you.

Text Message Marketing

Text Message Marketing Strategies for Franchises

Text message marketing is another form of opt-in direct marketing that can yield great results when done right. Because text messaging is more personal and informal, this strategy will be best used by local franchises, but there are some uses for corporate.

Corporate Level Text Message Marketing

When there are offers and promotions that are applicable across the board, sending text messages from corporate to customers is a good idea. Corporate can also utilize texts to send messages that encourage social responsibility in various forms, such as requesting donations on behalf of established charities after a natural disaster of national importance.

Local Level Text Message Marketing

As previously stated, text message marketing better serves franchises at the local levels. Local franchises can use text message marketing to grow their customer base in a number of ways. Here are just a few.

  • Some companies have successfully created platforms to handle customer complaints through text messaging. Serious complaints are usually escalated directly to the manager.
  • You could use text messages to provide coupon codes that people can redeem online or in person, whether it’s a free cup of coffee or a complimentary hour with a personal trainer at the gym.
  • Text messages are a great way to rally support for local charity events the company may support, such as, charity 5K runs, blood drives, and toy donations. Even when it doesn’t lead to a big turn-out, it nonetheless sends the message—literally—that you are actively involved in the betterment of the community.

Data Analytics

Data Analytics for Franchises

Truly, there is no point in investing in marketing or PR strategies if you don’t also invest in tools to track the effectiveness of the strategies you implement, and how well they complement your business goals. Here are a few questions you need to be answered regarding all the hard work and money you spend on your marketing campaigns.

  • What kind of content are your followers engaging with more than others?
  • What marketing channel is generating most of your high-quality leads?
  • What is your conversation rate?
  • What is the click-through rate on your PPC ads across various platforms?
  • What demographic primarily engages with and does business with your brand, and at what locations?
  • What time of day, week, month and year is busiest for business?
  • What time of day, week, month and year is slowest for business?
  • What is the monthly, quarterly and annual ROI of your marketing campaigns?

If social media is a big part of your marketing plan, then you may be able to take advantage of free insights and analytical tools from companies like Google, Facebook, Instagram and Twitter. However, for in-depth analysis, you will need the help of professionals.

Get Professional Assistance From Franchise Marketing Experts

These days, the DIY culture is going strong. From businesses to individuals, everyone is looking to do more with less by getting some of the work done on their own. This is commendable, but some tasks are best left to the professionals. Due to the complicated and multi-layered level of marketing for franchise businesses, this task definitely makes the list of things better left to the experts.

The good news is, you won’t need to look very far to find a marketing agency that is accustomed to working on franchise marketing campaigns at both the corporate and local level. Like you, we are a large business with offices spread out in multiple locations, from Seattle to Miami.

We combine this personal experience with our professional qualifications to bring you marketing campaigns best suited to the complex needs of your franchise business. For more information on how we can help to streamline your marketing campaign and grow your business through improved SEO, email us via our contact page, today. We look forward to hearing from you.

Have you wondered why so many people are creating their own Facebook Live videos and shows?

Doesn’t it seem like a lot of work and pressure, just to broadcast 30 – 60 minutes of video content?

What if I told you that a single one-hour video that you broadcast live to Facebook will generate dozens and dozens of pieces of content that you can use to fuel your content marketing efforts both on your blog and on every other major social network?

And what if I told you that the combination of two or more of these tactics could have a multiplying effect on your audience, traffic, leads and sales?

Want to learn more? I thought so.

Start at the Beginning: Facebook Live

It’s worth noting that I’ve chosen to recommend using Facebook Live, as opposed to Instagram or YouTube or Twitter live video. There’s a specific reason for that.

When you begin a live video on Facebook, Facebook will “build your audience” by notifying your Page followers and placing your video into the feed of an increasing number of people whom Facebook believes may be interested in your content. And as each new viewer tunes in and engages with your broadcast, they increase the potential for that video to be seen by others.

For example, if I react to or comment on any Facebook post, the people connected with me on Facebook may see that activity, and therefore the post itself, in their feed, even if they aren’t already following the original Page or profile that created the post.

This means that the more people you get watching and engaging with your Facebook Live video, the more will be eligible to see it. This is a virality factor that either isn’t present at all, or isn’t as effective on other platforms. Getting likes and comments on your YouTube video won’t bring you more viewers, and sharing videos within YouTube still isn’t a thing. Same with Instagram. Twitter is somewhat better, but it still lacks the concurrent usage of Facebook.

In other words, can you assume that a good portion of your audience is actually using Twitter at the same time you are?

The other brilliant reason for broadcasting via Facebook Live, which my friend and colleague Stephanie Liu teaches, involves the use of Facebook Ads. As you get more and more people to view your videos, not only are you building a captive audience for your live broadcasts, but you’re also building an audience that you can target with Facebook Ads. If you’re utilizing live video to build ‘Know, Like & Trust’ (and you should be), targeting those audiences with relevant ads and offers can be a brilliant play.

So that covers the strategy behind using Facebook Live. If you want help with the tactics behind a successful broadcast, Stephanie Liu has a tremendous resource for you. What we’ll be covering through the rest of this article is 100% tactical after your Facebook Live.

Note that for the purposes of this article, I will assume that you’re going to do a regular weekly Facebook Live video, and that you’re going to interview a guest expert each week. You may choose to broadcast less often, broadcast by yourself or with a co-host, or even have a panel of people. They’re all equally viable options.

Tactic 00: Featured & Crossposted Videos

Ah, well, there’s a couple of things I forgot to mention which technically aren’t additional pieces of content – they still leverage that original Facebook video – but, damn, these are cool.

First off, every Facebook Page has a ‘Videos’ tab where all your most recent videos are listed. Just like on YouTube, you can also organize them into playlists, so consider the kinds of videos you’re creating, and how your audience might benefit from having them organized in what way.

But there’s one other really cool feature in the ‘Videos’ tab, and that is… well, ‘Featured’. Featured Video, I mean.

At the top of your ‘Videos’ tab, you can choose to display a single video the full width of the column. Take advantage of that real estate.

Sure, you can put a video about your business there that’s super boring. Or, you could rotate in some of your most exciting live videos.

Featured Videos on Facebook

Second, you can leverage partners with other Facebook Pages and crosspost your videos to those Pages.

Crossposting is not the same as Share – when a video is crossposted by another Page owner, they essentially create a new post with that same video on their Page.

In addition to getting your content in front of their Page audience, you also get the benefit of aggregated metrics, and as the video owner, you can check out the combined statistics for views and engagement.

Videos can be crossposted both while live and after the broadcast

Videos can be crossposted both while live and after the broadcast – it just depends on what the other Page owner wants to do, and wants to let you do. When we broadcast one of our 360 Marketing Live videos, we automatically crosspost the live broadcast to each of our respective Facebook Pages, adding exponentially more reach and potential.

Tactic 01: YouTube

Once your Facebook Live broadcast is finished, download the video file and upload it to YouTube.

Every other week, Stephanie, Jenn Herman, Amanda Robinson and myself have a live broadcast we call 360 Marketing Live. Once it’s done, I grab the video file and log into YouTube and our 360 Marketing Squad channel. There’s an upload button in the upper right that I can click, select my video file, and begin to upload.

A 30 to 60 minute show is going to generate a rather large video file, so be patient here.

While the video is uploading, you can change the title – don’t use the default file name – as well as enter a description. Typically, the title of your Facebook Live and show description will work just fine here.

Select tags for your video that are appropriate for the content (TubeBuddy is a great help for this) and, when the video has finished uploading, select a thumbnail image – this is a single frame from the video that YouTube viewers will see before they begin watching. It’s a good idea to upload a custom graphic that has the show title on it. I always create such a graphic to pre-promote shows and use them when creating Facebook Events. The same graphic works great for the YouTube video.

You can choose to add the video to an existing playlist, and even tweet it out for some additional exposure, then click on ‘Publish’.

download the video file and upload it to YouTube

PRO TIP: Go into your video settings, go to ‘Transcripts’, and review the automated captions that YouTube has created for your show. You can then download the entire text of the show as a text file. You can probably guess how we’re going to use that later.

That’s your first major repurposing.

Additional Pieces of Content: 1

Tactic 02: Slideshare

Y’all know that Slideshare is owned by LinkedIn, and is one of the most effective platforms for sharing and driving business. Ana Hoffman used Slideshare to drive a quarter million views, and you can too.

The trick with Slideshare is that your content needs to be an infographic or a presentation file, like Powerpoint.

“But wait, Mike – I thought we were talking about video.” You’re right, Barbara, we are. Here’s how it works.

Open your Google Drive account and create a new Google Slides file. If you’re going to do this regularly, I would absolutely recommend customizing a template for yourself so you can keep your presentations branded easily. (Note you can absolutely use Powerpoint or Keynote for this step if you prefer.)

Create at least two slides for your presentation – an initial title slide and a closing slide. Feel free to add more if you wish, but your video is going to exist between two distinct slides, so you don’t necessarily need more than two.

Save your presentation as a PDF file.

  1. Sign in to SlideShare.
  2. Click ‘Upload’ and select your new PDF presentation file.
  3. Fill in the relevant details and publish it.
  4. Click ‘Edit’ under the presentation you wish to add the YouTube video to.
  5. Click the ‘Add Youtube Video’ tab at the top of the page.Edit your SlideShare Presentation to insert a YouTube video.
  6. Enter the URL for your YouTube video.
  7. Select the placement of the YouTube video within your presentation.
  8. If you wish to insert another video, click ‘+Add another video’.
  9. Once you’ve inserted all of your videos, click ‘Insert & Publish’.

The videos will now appear in your presentation.

To select the correct URL to insert into a presentation, copy the YouTube video URL from your browser’s address bar (when you’re on the “watch” page on YouTube) and paste it into the given space.

If you have a specific call to action within the video, that last slide is a great place to reinforce that, particularly if there’s a link you wish them to follow. (Quick Tip: if you use Google Slides and save to PDF, links will still work. If you’re using PowerPoint you’ll need to edit the PDF using Adobe Acrobat.)

Additional Pieces of Content: 1

Next, pull that video file into iMovie or Camtasia or whatever you prefer to use for video editing, because you’re going to work some magic now.

Tactic 03: Podcast

Save the audio as a separate MP3 file, which you can then use that to power a podcast. You can start a Libsyn hosting account for as little $5/month, and start uploading your audio files there. For most Facebook Live broadcasts, the audio will require minimal editing. It’s great to have an “intro” and an “outro” for your podcast – standard bits of audio that you’d splice onto the recording that add branding and standard information to every one of your podcasts. You can also choose to edit out any technical issues, or unnecessary conversation that might have occurred. And then you’re done.

You can actually launch a podcast and make it available on iTunes, Stitcher and Google Play with as few as one single episode, however I’d recommend that you have at least four episodes in the can that you can release weekly, or even drop all at once, ensuring constant activity. Podcasts, like Facebook Live broadcasts, benefit greatly from a regular schedule that your growing audience can rely on.

When you set up your Libsyn account,you simply create a feed for your podcast, including the title and description of the show (the entire show, not just one episode), and then set that feed up to distribute new episodes as soon as you upload them.

This tactic actually results in three pieces of content, thanks to the use of multiple distribution networks.

Additional Pieces of Content: 3

Tactic 04: Audiograms

Are you familiar with audiograms? You might have seen them on LinkedIn, where they seem to be extremely popular right now – they’re essentially videos, but instead of using actual video footage, there’s usually a static graphic with an audio wave line moving in accordance with an audio clip of someone speaking.

Here’s an example, a clip from an interview with Mark Schaefer:

In this typical audiogram, we have a relatively audio short clip, plus whatever information we want to include on the graphic. People enjoy listening to the recording, and you can provide them with a link to the Facebook Live or blog post, or wherever you’re looking to drive traffic. And these audiograms can be uploaded to Facebook, LinkedIn, Twitter, Instagram and even Pinterest.

The beauty of audiograms is that they’re incredibly easy to make. You can create audiograms for free using Headliner.app.

  1. Upload your audio file (up to ten minutes of audio – I prefer to edit out the clip I want to use before uploading)
  2. Select the audio you wish to use
  3. Choose your aspect ratio and select a background image (which I just make using Canva)
  4. Customize with different wave appearances, automatic captions, and more

While most audiograms are made square, you can choose landscape or portrait for use in, say, Instagram Stories. In fact, once you finish your audiogram and download it, you can easily convert it into another version, and size to easily repurpose the same audiogram elsewhere.

With Headliner, you can pull out one or more clips from your Facebook Live and share them out as quick segments. These might be quotes, answers to questions, or even funny moments from your show. The possibilities are endless.

Let’s assume that you find one great answer from your guest and create a one minute clip and audiogram. You can upload a square version to Instagram, landscape versions to Twitter, Facebook and Pinterest, and portrait versions to Facebook Stories (personal, Pages and even Groups) and Instagram Stories (if you splice the Instagram Story video using app like Clip).

Additional Pieces of Content: 8+

Tactic 05: Twitter Videos

If you can upload an audiogram video file to Twitter, you can certainly upload regular video.

In fact, Twitter supports up to 2 minutes and 20 seconds of video content – that’s a golden opportunity to find a great soundbite, intro your interview, or share a funny segment.

Again, your video editing software is your friend here, as it will make it super easy to find the clip you want to share and edit it out.

But, before you create that 2:20 clip, consider some of the other networks you might want to share that to, as they all have different requirements.

Additional Pieces of Content: 1+

Tactic 06: Facebook Feed Videos

We started with a Facebook Live Video – so why am I about to suggest sharing segmented versions of that same broadcast back to video?

First, not everyone tuned into your live broadcast, no matter how popular it was, so sharing it or segments of it again just makes good sense.

And it’s possible that you might want to leverage your personal profile, Facebook Groups you’re a member of, or even other Pages you control, to share some key takeaways from that Live broadcast. One masterful technique I’ve seen utilized is to schedule a Watch Party for a Facebook Live after it’s aired, within a Group, giving your audience another opportunity to watch and engage with your content.

Plus, there’s a big difference in commitment between watching your one hour broadcast and watching a 60 second clip. Your audience might really appreciate being able to ’snack’ on part of the video before deciding to watch the whole thing.

So while you can technically upload up to an hour and twenty minutes of video, you don’t need or want to here. Just consider sharing whatever video segments you create, and you can even spread them out over time. Agorapulse, for example, will help you to schedule video content to Facebook, Instagram and Twitter.

Additional Pieces of Content: 1+

Tactic 07: LinkedIn Feed Videos

The same video segment(s) that you created for Twitter or Facebook will work great for LinkedIn, and you can upload up to ten minutes of video to the professional social network, so length won’t usually be an issue.

PRO TIP: Remember how I mentioned earlier that you can download the captions for your videos from YouTube? Headliner automatically does the same thing for your audiograms, but what about these shorter clips? Headliner can help with those too – just choose “Video Transcript” instead of “Audiogram Wizard” for your new project.

Additional Pieces of Content: 1+

Tactic 08: Instagram Feed Videos

So far you’ve created one or more video clips that can be shared to Twitter, Facebook and LinkedIn. Since the video was originally recorded in 16:9 ratio (landscape), those segmented versions will work fine on those networks. Now, however, you do need to create a different version of that same clip.

Instagram’s feed is all about the square. Within your video editing software, simply look for the option to change the aspect ratio of the video(s) you created. This will likely give you a selector you can use to make sure the visible area of the video makes sense.

Note that in addition to being limited to 1:1 aspect ratio, Instagram feed videos can be 60 seconds maximum. Be careful to stick to that within your editor, as Instagram will simply cut your video at 60 seconds, whether it’s finished or not.

Additional Pieces of Content: 1+

Tactic 09: Instagram Story Videos

Creating video segments for Instagram Stories is a bit more challenging since it’s a 9:16 aspect ratio or ‘portrait’ style (no, you can’t just rotate your video 90 degrees). One option is to use the square version and it will simply appear centered on the screen with colored space above and below. Or, if the original recorded video allows creatively, you can try cropping it to 9:16. This generally only works if there’s a single person speaking who can still be framed within that box.

Either way, this is another great place to share quick segments, up to 15 seconds. If you use the Clip app (or similar) that I mentioned earlier, you can splice your longer video into 15-second segments, then simply upload them in order. Instagram followers will be able to watch them in succession easily.

Additional Pieces of Content: 1+

Tactic 10: Pinterest Video Pins

Did you know that Pinterest supports native video uploads? Up to fifteen minutes of video, in fact – so while it’s not enough for entire shows, it’s definitely long enough for a fun segment.

You can upload any of the versions you’ve created so far, particularly if you managed to create a tall portrait or square version of the video.

Pinterest Video

Additional Pieces of Content: 1+

Tactic 11: Quote Graphics for Facebook, LinkedIn, Twitter, Instagram, Pinterest

It never fails. When I have a great guest on a show, I’ll ask questions and they’ll start sharing the knowledge that’s in their head, and end up saying extraordinary things. Sometimes those things might be just a sentence or two, yet they’re simply brilliant.

Those statements can make for great quote graphics.

As you’re editing and re-listening to your interview, watch out for those one-liners and make note of them. Then you can open Canva and make one or more quote graphics. You can have these templated in advance, so that all you have to do is enter the text of the quote and the interviewee’s name.

I recommend landscape graphics for Facebook, Twitter and LinkedIn, square graphics for Instagram, portrait graphics for Pinterest (and Stories).

Additional Pieces of Content: 5+

Tactic 12: Blog Post w/ transcript & notes

So far you’ve already created a tremendous amount of content out of that one video, but you’re about to pull it all together. The blog post is the one piece of content that will live on your website – your property – so it’s remarkably important and worth taking your time on. But fortunately, it won’t take you too long at all.

There are a number of ways you can go with the blog post version of your Facebook Live in terms of what content is actually included:

Easy Option – Use the title of your show, embed the Facebook Live video, and copy & paste the transcript from YouTube. Whip up some graphics in Canva and you’ll be all set in a matter of minutes. And there’s nothing wrong with this approach. But if you want your content to perform better long-term, you could spend a few more minutes and try the…

Moderate Option: In addition to everything outlined in the Easy Option, consider adding a summary at the beginning that’s based on your initial show description. Explain what the show was about, who was on it, and what you covered, letting your audience know up front what they’re going to learn and why it’s worth their time. This will encourage more people to keep reading, and/or watch the embedded video interview. Or you might choose the…

Advanced Option: This choice requires more time and effort on your part, but it will absolutely pay off. Instead of just a quick summary at the beginning, you’ll walk through all of the major discussion points from the show and draw them out, pull quotes, and share conclusions. You’ll create a piece of content that could easily be read on its own, without the video or transcript, and be just as easily understood.

Note here that no matter which approach you take, you’ll embed the Facebook Live video, not YouTube or any other. This is because as readers find your blog post, some will choose to watch the video. Each new viewer may choose to Like or Comment on the Facebook post, which they can do right from your blog post. Remember how we outlined earlier the benefits of getting engagement on your Facebook posts? Well that’s true, no matter how old the posts are or where they’re embedded.

Getting readers to engage with your embedded Facebook Live videos will push those videos back Into the News Feed.

Again, this goes back to the benefit of using Facebook over other platforms – it’s simply better for growing an audience. And as Facebook Watch develops, there’s even greater potential in the future.

Always include at least one image with your blog posts, as well as links to any individuals or resources mentioned in the post. If you’re leveraging the podcast channels, you can also embed the Libsyn player, and encourage readers to subscribe to your podcast if they like the audio version.

Additional Pieces of Content: 1+

In addition to the Facebook Live Video itself, and any crossposting you might have done, following these steps will give you at least 25 additional pieces of content.

The YouTube video, podcast and blog post can be edited and published relatively soon after the broadcast, while the additional content and social posts can be spread out over time – months. You can choose to let the social posts stand on their own, link to the Facebook recorded video, or link to the blog post. I tend to prefer to have all roads to lead to Rome the blog post, but that can vary depending on your specific goals and CTAs.

A version of this post was first published on the The Social Media Hat blog.

 

How to Master Video Marketing in Preparation for the New Year

It’s an efficient and easy way of connecting with consumers

animation

Video offers a unique opportunity to connect brands with their audiences.
Getty Images

Social media consumption is growing at breakneck speed, and consumers are increasingly demanding engaging, easily-digestible content. These two forces have combined to form the next evolution of storytelling: video. This year has effectively transformed video marketing from an optional tactic to a core business strategy. For marketers, this means that to reach your target audience and drive real business results in 2019, video needs to be a top priority.

Videos continue to usurp all other forms of media when it comes to grabbing and keeping consumers’ limited attention. On YouTube, which has over one billion users, people watch 500 million hours of video every day. What’s more, a Facebook executive recently predicted that their platform will be all video in less than five years. Apart from sheer volume, studies show that videos get more engagement than other types of posts, and video ads are two times more memorable than photos.

Needless to say, the ubiquity of video can no longer be ignored. To capitalize on this paradigm shift in consumption behaviors and expectations, brands are being challenged to look beyond traditional 30-second TV spots and create compelling digital video content.

Here are four tips to maximize the effectiveness of your video marketing campaigns.

Optimize for mobile

Considering that the majority of video ads will be viewed on smartphones, it’s important to keep the mobile experience in mind.

Our mission should be building a holistic relationship with our consumers by leveraging the unique power of videos to engage and activate consumers.

Deliver early because the non-linear nature of mobile means that people are consuming video content faster and more frequently than ever before. In order to capture and maintain the consumers’ attention, your videos should tell a concise story, with the message clear in the first few seconds. Messaging must also work with the sound off. Prominent branding is also a critical element of mobile video. Ensure your logo is displayed early and often, as ad recall is 60 percent higher for video ads with consistent logo placement.

If your brand is not already harnessing the vertical, full-screen view, now is the time to start using vertical ratios. In fact, according to recent research, people hold their phones vertically about 90 percent of the time. This new reality means that optimizing for a vertical screen will help your branded videos appear more natural and less obtrusive. Vertical video also takes up more space on the news feed, giving your brand more attention than a horizontal ad. Vertical video has become particularly relevant when it comes to Instagram and Snapchat stories, as this type of content is almost always viewed with the phone being held in an upright position.

Sound can help add relevance to your video ads, however, given that a lot of mobile content is consumed on mute, your core message should be clear with or without sound. Facebook specifically has created an ecosystem that doesn’t require consumers to turn the sound up. Keeping this in mind, in order to get the user to stop scrolling and fix their gaze on your content, focus on using bright colors and eye-catching movements that capture attention, not on storylines and narratives that will be lost without audio.

Leverage nanoinfluencers

Creating enough custom, mobile-optimized videos to fuel social feeds may seem like a daunting and expensive feat, but it has actually never been easier or less expensive. Video production is expanding beyond traditional agency walls, and with the rise of the gig economy in the creative industry, more naturally talented consumers are emerging as viable content creators. These consumer content creators, or nanoinfluencers, are the answer to generating authentic video ads that are cost-effective, produced at speed and proven to perform.

Explore alternative video formats

In addition to new creatives entering the market, rapid technological advancements have also led to an explosion of alternative video formats. These emerging video trends are opening the door to endless possibilities for marketers, especially those looking to reap the benefits and high-performance rates of video ads without the drawn-out production times or expensive tabs.

 

The good news? Adding even a small amount of movement to a traditional image is enough to catch a person’s eye as it auto plays in their feed.

Stop motion videos use an animation technique where objects are moved in small increments between photographed frames to create the illusion of movement when played. Stop motion allows creators enormous control over the movement and action of a scene.

Motion stills are a photo editing method that add motion to static photos and are created by cutting various elements apart and reassembling them frame-by-frame. This method can be used as a creative refresh for brands who have a lot of static assets.

Another method is using cinemagraph video, which are minor, repeated movements that play in a never-ending, seamless loop to bring traditional images to life. You might not know these videos by name, but chances are you’ve already seen one. Cinemagraphs appear to be living photographs, where most everything is still except for a few elements that have movement. This blend of still life and subtle animation creates an almost magical effect and is far more engaging than a standalone image.

Test, learn, repeat

As your brand continues to run social video ad campaigns, you’ll gain an even better idea of what creative practices work best. Remember, there is no one proven recipe for success, so don’t be afraid to experiment with different video formats and trends. The key is to track the performance metrics of each initiative and use that data to create a continuous improvement loop for future content development. Over time, you’ll find what resonates with your target audiences, and the results will follow.

In sum, when it comes to brand marketing, our scope is no longer just limited to sales. Our mission should be building a holistic relationship with our consumers by leveraging the unique power of videos to engage and activate consumers at every point along their journey. The new year will be the time that brands level-up their video marketing strategies, moving from good to great. Are you ready?

VIA: https://www.adweek.com/tv-video/how-to-master-video-marketing-in-preparation-for-the-new-year/?mc_cid=1d1e8b5bd0&mc_eid=9b4273079a