Why Fitness Business Owners Should Create and Post Videos

In my last few posts, I’ve talked about how you can build out personas, maximize your website, optimize your inquiry forms, increase the effectiveness of your email marketing and offered up reasons why you should blog. This week we move on to the importance of creating and posting videos. First, if you still need to be convinced of the importance of video, here are a few statistics to inspire you to pick up your smart phone or other video recording device immediately.

Video stat #1: 1 Minute of video equals 1.8 million words

According to Dr. James McQuivey of Forrester Research, the value of one minute of video is 1.8 million words. Yes, you read that right – 1.8 million words.

If you’re thinking that creating and posting a video is too difficult, consider how much harder it is to write 1.8 million words. I’m someone who actually enjoys writing and even I don’t have the fortitude to kick out that number of words on any sort of consistent basis.

Video stat #2: 100 million Internet users watch online video every day

I’m guessing that some of these users are watching the “Daddy Wins” videos and others may be checking out cute kids or acrobatic cats. However, many of these folks may also be looking for better nutritional advice, workout tips or how to make their fitness routine more effective. And that’s an opportunity for you and your fitness business.

Video stat #3: 80% of Internet users recall watching a video ad

According to the Online Publishers Association, 80% of Internet users can recall watching a video ad on a website they visited in the past 30 days. That stat alone is pretty impressive, but what matters to you is ACTION, did these users do something as the result of watching a video? The great news is that of that 80%, 46% took some action after viewing the ad. In addition:

• 26% looked for more information about the subject of the video
• 22% visited the website named in the ad
• 15% visited the business represented in the video ad
• 12% purchased the specific product or service featured in the ad

That’s a heck of a lot additional new prospects who could engage with your business.

By now you should be convinced of the value of video for your fitness website so let’s move past the “why” and get into the “what” (types of videos you can post).

There are a few types of videos that your fitness business can consider. These include:

1. Instructional or informational videos: Here’s a demo of a WOD from our customer, CrossFit NYC. You can also check out this oldie but still a goodie video from our partner, John Whitman of the Krav Maga Alliance on how you can defend yourself from a knife attack.

2. Overview of your facility and why a prospective member should join: I love this video from Zen Planner customer, Axistence Athletics, that’s featured prominently on their website. You watch it and desperately want to become a part of the community they are creating.

3. An offering that lines up well with your core service: The video featured on this website from our partner, Jackson’s MMA with Greg Jackson talks about how to train and eat, as well as discusses the supplements you may need as an MMA fighter.

4. Online training: Finally, you can take the impressive step that partner and Zen Planner customer Duane “Bang” Ludwig took. He has taken video to an entire different level by offering a subscription-based online academy for fighters and coaches.

As you think about creating videos for your website, my biggest tip is to be authentic. I’ve filmed about 60 or so video testimonials, customer stories and brand pieces in my career and I often see the person who was super engaging and ‘real’ off-screen become stiff and robotic once the cameras start rolling. When you do videos, it is easy to start to try to “act.” Don’t (unless you’re actually a real, paid actor). Don’t try to be anything other than what you are. Your potential (and future) clients and members will respond to your honesty and ability to relate. Be yourself and have fun. To your success!

Want additional information to help you better market your fitness business? Check out our insightful, free webinar, “10 Steps to Market Your Fitness Business.” This video covers everything from how segment and focus on your target market to getting traction on social media. Watch it today!