HOW VIDEO WILL TRANSFORM YOUR MARKETING BY DAVID COTTINGHAM
HOW VIDEO WILL TRANSFORM YOUR MARKETING BY DAVID COTTINGHAM
THE SPA IS AN INTENSELY PERSONAL BUSINESS , so it makes sense that you should be telling your story in the most personal way — with video . No other medium is so complete , so compelling and so embedded in everyone ’ s daily lives . You ’ ve seen the statistics : 92 percent of internet users watch video , and 90 percent say video helps them make purchasing decisions . That ’ s why 91 percent of businesses use video for education , outreach and marketing , and 92 percent of those report a positive return on their video investment .
The numbers prove how pervasive and popular video is , how essential and how effective , but they can ’ t fully convey how perfect it is for the spa industry and for you . In your work , you create sensual and healing experiences , and video can make those come alive for your viewer . It ’ s the next best thing to being there .
And it ’ s affordable . Today ’ s technology has given video creators a wealth of options . You can choose a level of production that fits your budget , from simple yet striking short-form clips to comprehensive tours of your facilities and services .
Integrating video into your marketing starts with a big-picture , three-part strategy : l CHOOSE your target : What ’ s your current customer profile , and are you ready to expand or change it ? Where will you reach them in the digital landscape — your website , on social networks , in emails , on YouTube ? l CREATE your message : What makes your offerings special , and how will you combine words , images and music to tell that story ? This is your opportunity to define your brand and set yourself apart . l CALL for action : End your videos with an easy-to-follow direct request . Ask for the call or the click that will put them in touch with your business . You ’ ve made the connection , now make the invitation .
Once you ’ ve defined your strategy , it ’ s time for tactics : deciding what kind of videos will best serve you and your customer . Here are just a few of the possibilities :
l Branding : Establish your core identity in just three to five minutes with a piece that highlights your entire brand . Introduce new clients to your culture , your philosophy and your team . Show the world what drives you and what makes your business a success . This video also makes a great recruiting tool . l Explainers : Take your audience on a trip of exploration while you demonstrate the how and why of what you do . Establish the value of key services in detail , and let potential clients know you understand their needs and how to meet them .
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20 PULSE n JULY / AUGUST 2024