You might help people get fit, or maybe you help people manage their finances. You could even help someone get their entire life in order. Whatever you do to help people, you’re a coach, and you’re proud of it.
As part of managing your business, you’re always on the lookout for a new way to bring in new clients. You know better than most that a single client can help fill your schedule and boost your business.
There are countless ways to find new clients for your coaching business, and I bet you’ve tried many of them. One of the most effective ways to draw in clients for coaching businesses that I’ve seen is video marketing.
With video marketing, you showcase your personality, expertise and likeability all at the same time. You also establish yourself as an authority in your industry while also building trust.
Sounds pretty great, right? Well, let’s discuss show you can make this happen.
Pick a Platform and Stick with It
Yes, you can recycle content throughout multiple different platforms. However, I would save this option for later and focus on the one platform to begin with. You’ll avoid feeling overwhelmed and burning out on this whole process
Every social media platform these days have a video element to them. Plus, there’s always YouTube. So, what should you do?
I can’t tell you.
You need to look at the trends within your industry to determine where people are spending their time. Is your fitness family active on Twitter or Instagram? There’s likely some overlap, but which one takes the top spot?
Do plenty of research into specific keywords and how often they are used on the platform in question. Found a clear answer? Commit to it.
If it seems split between two or three platforms, go with what you enjoy using personally.
Thoroughly Brainstorm Your Video Ideas
You’ve picked your platform, good job! Now, what will your videos be about?
There are three main categories that all videos worth watching fall into: education, entertainment and persuasion.
Education and entertainment videos are pretty clear cut. But, let’s talk about that last one, persuasion, a bit. The goal of the video was to persuade, but the viewer doesn’t know that. Persuasion videos can look wildly different from one creator to the next. However, the end goal is to change the viewer’s mind about something. These videos are often “talking head” videos covering a wide variety of topics, but they can also be small sketches, on the street interviews, or any other format.
What category should your videos fall under? You might not like this, but the answer is all of them. Sometimes two categories at once. On a rare occasion, all three categories.
Now you know the goal. What are the topics?
This is where your expertise comes in. Why do your existing clients visit you? What are the common trends among them all? In other words, what are the pain points that people experience that lead them to you?
My back hurts, so I work with a fitness instructor and chiropractor. My back pain is the pain point that catalyzes me to visit these professionals. Why do people visit you?
These pain point ideas will be your cornerstone videos. That means they’re the videos that you reference in future videos. However, don’t limit yourself to pain points. You can also discuss topics people are simply curious about, like if keto lives up to the hype (it does).
Write down your ideas as you go. This can be in a journal or paper, but I’ve found that it’s easier to work with a spreadsheet so that I can manipulate and organize the information a bit easier.
Create an Over-Arching Strategy
Now you’ve got a list of ideas, it’s time to weave them together. When it comes to video marketing, the idea is that each video will build upon the pervious videos and sets the stage for future videos. We aren’t trying to publish random, disjointed videos and hoping it works.
Remember the cornerstone videos that focus on pain points? Make those the core of your strategy. You might shoot a video on how to relieve back pain, then the next one is how to stick with your back pain relief routine. You can then do another one about foods you can eat to help keep your muscles flexible. See how they’re all related and building off of each other?
Re-arrange your video ideas into themes and then re-arrange them further into the most logical flow of information. This will be the order that you create and publish them.
Don’t Script – Prepare!
As an avid livestreaming, I’m somewhat against scripting content. With livestreaming, someone asking a question can often interrupt your script, so it’s better to flow with it.
While nobody will ask you a question in the middle of a premade video, you still want to let the words flow off your tongue. Instead of writing a word-for-word script that you try to memorize, write a rough outline and keep it in mind. You can even have it out of frame to help guide you.
Yet, it’s important to let your knowledge flow instead of looking like someone reciting a Wikipedia page. Most people have an instinctual understanding of when someone is talking from the heart or reciting a script.
So, prepare your content, think about what you’ll say, but avoid the urge to write a complete script.
Put Your Best Foot Forward
Don’t shoot a video if you’re in a bad mood, plain and simple. Even if you’ve hired a professional production company, tell them to go home if you’re not feeling up to it.
It’s important that you showcase yourself at your best. You want people to connect with you so much that they want to hire you to coach them – that’ll be a hard sell if you’re scowling at the camera.
Shoot at an Intriguing Location
It’s perfectly fine to shoot videos in your home office or even kitchen table, provided the background is clean and orderly. However, make a point of shooting videos from exciting locations every so often. If you want, make a rule – every third video will be somewhere outside of my home.
Shooting at interesting locations keeps your existing subscribers engaged and on their toes. Plus, it also gives you something to use as the intro to your video – “Today I’m filming at the zoo!”
Use the Right Equipment
I could write an entire book about the right equipment to use when shooting a video (in fact, I kinda already did).
To keep it simple, use what you have to start.
- Your smartphone camera will likely be sufficient, no need to buy a fancy new DSLR before you shoot your first video.
- When it comes to audio, pop in the earbuds that came with your phone – they have a decent mic that will be close enough to record your voice.
- For lighting, use the sun as much as you can. Whether that means opening a window or going outside is up to you. If you need additional lighting, you can buy a small ring light that clips on to your phone that’ll do the job.
As you start seeing an increase in earnings from your videos, definitely re-invest into new equipment to help increase your video quality. However, don’t let not having pro equipment hold you back!
Track Your Results – All of Them
Before you even publish your first video, decide exactly what you want to track. Views is an obvious choice, as is likes (and dislikes depending on the platform). However, you can also track other metrics made available by your platform of choice.
For example, some platforms allow you to see clicks to your website. Definitely track these!
Take it a step further and see what people do on your website. Do they become a lead? Track that. Do they buy something? Track that.
The more data you can track, the better you can refine future videos and strategies in the future. Track as much data as you can mentally handle gathering!
Watch Your Business Grow
Video marketing will put you in front of more people, but it’s on you to close the sale and land that new client. However, they’ve already fallen in love with you from your videos. They trust you; they recognize you’re an expert. Closing the sale will be easier than it ever has been.