Remarketing is good, but video remarketing is amazing. It’s extremely under utilized and simple to implement. This post is going to walk you through how to set up a full video marketing campaign.
Video remarketing is a powerful and cost-effective way to show ads to people who have already interacted with your website and YouTube videos. The benefits include:
Reminds people about your product or service
Builds deeper relationships
Keeps your brand in front of them
Increases purchases
Lowers your cost per conversion
Increases revenue
Here’s quick overview of how it works.
A visitor comes to your website or your YouTube channel and takes a peek into your product or service. They look around, but leave without taking any type of action. Although this is frustrating, 87% of visitors are going to bounce off of your website and never come back.
This does not mean that they are not interested. We just need to be more proactive and keep our message in front of them.
A person like me takes 10 to 12 touches before I decide to make a purchasing decision. Especially, if it’s a big one. A touch is considered an email, video, text, phone call, etc.
We tend to give up way to soon on our prospective buyers.
“Visitors who return to your sites dramatically outperform new visitors. New visitors spend an average of 2 minutes 31 seconds onsite, compared with 5 minutes 31 seconds for returning visitors. This is a difference of over 100%. When looking at pages viewed per visit, we see that new visitors view an average of 3.88 pages per visit, but return visitors look at 5.55 pages per visit.
Return visitors not only spend more time on your site and view more pages, but they are also more likely to make purchases and become evangelists for your brand.” KISSMETRICS
It’s not easy to get a visitor to your website. So why are we willing to let them go quietly? It’s time we make some noise and keep them coming back to your website.
I am going to show you how to keep them coming back with a VideoRe-marketing Campaign.
YouTube Display Network (YouTube Video) vs Google Display (Banner Ads)
“YouTube outperforms all other networks and is the only social network that has both better time on site and more pages viewed per visit than the site average. Therefore, video should be seriously considered as a medium for growing brand awareness and for connecting with potential new customers.”
We recommend using both a video remarketing ad and a simple banner ad. It doesn’t need to be an either or. You will get a much higher return on investment with a video ad, but don’t abandon your banner ad campaign.
What Does A Good Banner Ad Looks Like?
I want to show you what a good banner ad looks like. The goal is conversion not pretty.
Banner ads can show up all around the internet on different websites. You can hand pick the sites you want or allow google to pick them for you.
Bad Idea…
If you allow Google to pick your placement, you’ll show up on kids sites, gaming website, and random anonymous sites. This has always been a huge problem with display ads. You never really know if they are being seen. We know this.
Half of paid online display ads have never been seen by a human.
Agencies get kickbacks from display networks.
Bot traffic is used to trick the advertisers out of more money and to increase the
bottom line of both the agency and the network.
Now for the fun part. You can use remarketing for video campaigns similarly to the way you’d use them for Display Network or Search Network campaigns.
Video remarketing requires that you have a really good explainer video. You can get one from Ydraw if you need a good one, or you can create your own. It doesn’t matter.
But what does matter is:
Your copy (the video script)
Your Headline (Does it grab attention?)
The Story (Why should they care?)
Your Solution (How are you going to solve their problem?)
Call To Action (What exact step do you want them to take?)
The video can be 30 seconds or 10 minutes. It’s totally up to you. The most important thing is that you have one.
Here’s some examples.
Here’s what Zendesk could do with this video. A visitor comes to the the website and gets a cookie placed on their browser. Zendesk can now run the video above as a YouTube remarketing ad.
So when the visitor is watching a simple music video, they will be served up a Zendesk ad. After the visitor watches the ad, Zendesk could then remarket with another video. Like this one:
That’s 3 touches, 7 more to go..:)
My only complaint is the fact that Zendesk has a lousy call to action at the end of their videos. They never ask the viewer to do anything.
They say it’s “branding,” but it’s a mistake. Ask your audience to take action.
Let’s look at another example. This is something simple that Grant Cardone could do with a Video Remarketing Campaign.
Currently he is pitching his $5000 retreat in Miami.
grantcardonebootcamp.com/
When it comes to spending $5000 on a retreat, you have to plan on multiple touches.
Step 1. Mr. Cardone needs a video.
Grant could record a simple video that would invite you to come back and take a second look. The video doesn’t need to be some expensive master piece. He can pull out his phone and shoot a video in 2 minutes.
It would be helpful to offer a promotion to visitors that did not buy. Something with urgency.
Step 2: Upload the video to YouTube.
Mr. Cardon would then have to head on over to YouTube and upload the video. All YouTube video campaigns pull from YouTube videos. You need a good YouTube channel.
Step 3: Setup the remarketing campaign. (instruction below)
Do you realize how powerful that is? A personal invite from Grant Cardone right before you watch a Taylor Swift music video.
I love it!
With video ads, you’re able to deliver an exact message to people who have already shown interest in your product or service.
note: This can also be done with a remarketing campaign on Facebook, but that’s for another day.
How To Set Up A Video Remarketing Campaign.
Make sure your Google Analytics code is on your website. You can also use Adwords or tag manager.
I am going to give you the 10 steps to set up your video retargeting campaign with adwords. After, you can watch the video and actually see how it’s done.
Connect your YouTube account to your Google AdWords account
Log into your AdWords account
Click “Shared library > Audiences > View
Add a remarketing tag to your web page
Create a remarketing list
Set-up a new Video Ads Campaign
Under “Video Targeting” select “Remarketing”
Select the remarketing list you previously created
Click “save”
Watch and adjust according.
You can use remarketing for video campaigns similarly to the way you’d use them for Display Network or Search Network campaigns. There are specific remarketing list types that are tailored to help you show your ads to people who’ve been to your website and have seen your YouTube videos.
**A Note From Google”
It’s important to be careful using multiple types of targeting. If you use more than one targeting method at a time, AdWords will apply them all. For example, if you target a specific keyword, age, and channel, your ads will only be shown when all those methods match your ad at the same time. This can restrict your impressions significantly. Therefore, it’s not recommended to pair remarketing lists with multiple types of targeting, like demographics or interests. It’s best to target broadly, and opt in to all video ad formats.
**A remarketing list must have at least 100 active visitors within the last 30 days before you can show an ad to people on the list.**
The video below will walk you through the steps and you will be able to see how it’s done.
That’s it.
Simple right?
Now it’s time to go out and set up your own campaign. You will love it.
Let me know if you have any questions. I would like to hear how your video remarketing campaigns are doing.
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Video Transcript – Video Remarketing Campaign
What’s up, guys. This is Jace over here at Marketing Hy and today we’re going to go over how to set up a video remarketing campaign. This goes along with a blog. It’s going to be quick. If you want to jump over to the blog, you can find that at marketinghy.com.
If you’re here already, great, welcome. I’m going to show you how to set this up.
The reason you want a video remarketing campaign is because with remarketing you’re able to bring those people back to your site. A person like me takes multiple touches before I decide to buy a product or service, especially if it’s expensive.
If you’re getting into the thousands of dollars, you need to always be in front of these customers and get a minimum of eight to thirteen touches before they’re going to buy. The best way to do that is one, not only to show them banner ads, which banner ads really aren’t that effective.
You need to jump over and do an actual video remarketing campaign, so that they can hear your message, they can watch your message, and it’s just cool. I love it when I go to a website and then I’m over on a YouTube video or a music video or something like that, and their message pops up in front. It doesn’t happen that often, a lot of companies are not using this.
I’m going to show you how to actually set up this video remarketing campaign.
Video Ad Campaign
First thing you want to do is set up audience, so over here under ‘shared library’, click your audiences, and we are going to set up a list. So you click here and just say, “I’m going to set up website visitors.” You’ll have to … they’re going to give you a tag. If you haven’t done so already, you need to put that tag on your website, and it’s a simple code, very easy to do. You can do it yourself or have your web guy do it. You’re going to name this list, we can call it ‘video remarketing’.
I already got plenty of these, so I’m not going to do it here. Visitors of a page, you can tell it the exact page you want them to visit. You can extend this out 30 days. What I like to do, I like to set up a 7, 14, 30, 90, 180, I set up a ton of different remarketing campaigns or audiences.
Once that audience is set up, you can just jump over here and go to campaigns. Under ‘campaigns’ we’re going to put a new video campaign. Let’s label this ‘remarketing’, ‘video remarketing’ better.
Scroll down. You’ll want to do it on in-stream or video discovery ads. We’re just going to put ten dollars a day. We’ll leave it here, YouTube search, YouTube videos. Now, the difference here is the YouTube search is going to show up in the right-hand columns or sometimes up at the top. The YouTube videos, this is going to show in-stream.
And then since I am doing a video remarketing campaign, I don’t care, you can leave these ones on. United States, simple, you can put ‘ad delivery’. Always do a frequency cap, so two views a day is fine. You don’t want to bombard people, and impressions you can always say two or three impressions per day. That might be too much for some of you. Save. Remarketing.
Now here’s you’re going to pick your video, so this one actually is a really good one right here. I’m going to do in-stream. Ideally, what you’d like to do is drive them to an actual landing page. With video remarketing ads you always should have a good strong call to action on the end of your video, and then also drive them to a landing page. If you don’t have that right now, great. Just keep them coming back to your site. You can put your site information there. We’re going to go six cents.
Actually, since it is remarketing, I’m going to go higher, 13 cents. Popular videos, don’t mess with that. I will then click over here. Any interest, okay. We don’t want it to pop up to any interest, but that’s … yeah, we’re going to leave it on the interest. Here we go, video remarketing list. Now, a video remarketing list, these are people who’ve watched certain videos. Like if they’ve viewed this video, I’m hitting them up with a cookie.
Video Remarketing Lists
So, there’s a video remarketing list or your AdWords remarketing list. The one we just set up was an AdWords, and I can say, okay, visitors for the last 90 days. Bam, done. Okay? That is it, so very simple. That is how you’re going to set up a video remarketing campaign. A couple of things you want to be aware of, you need to have at least 100 people on your list before it’s going to show. Another thing is, you don’t want to start adding all of these interests, placements and everything into this. Your target is your remarketing. Separate those things out. Don’t put everything on one campaign, that can cause some issues.
Got it? I hope this helps. Go out there, test it, put it to use. If you have questions, feel free to reach out to us, visit marketinghy.com. Subscribe to our channel. We always are putting out new videos, especially if there’s changes with Google or any type of video ads. So if anything comes down the line in video remarketing, we’re usually going to post about it. So you’ll want to subscribe.
A Good Video VS. A Bad Video. What makes all the difference?
As of late, I have been talking with leads and prospective clients about our NEW video marketing system. It’s funny that my main job as a business owner is still closing deals and getting more leads in the pipeline. The hustle never ends. This new video marketing system has been working like charm, but 87% of businesses still can’t seem to jump into Video Marketing.
Case in point.
Yesterday I was speaking with a guy that said he was not interested in running YouTube or Facebook video ads, because he had tried it, and it didn’t work for him. He spent some money promoting it, but didn’t get new clients. They even had 600,000 views.
That’s weird…
If your video has 600,000 views and you did not get one client…then you have a video problem.
If you never get any shares, likes, or comments, you have a video problem.
If you don’t get leads, sales, or more customers, you have a video problem.
When I speak at conferences, I always put this quote at the beginning.
“If you can’t link your video back to leads, sales, or customers…you’re doing it wrong.”
The exception to this is education videos and training videos. Those are in a totally different category.
So how do you do this? How do you create a video that will pull in viewers’ emotions to cause them to act? How do you create an insane video that will get you the results you desire?
We do this by creating a an actually story.
Video Storytelling 101
For the past 8 years we have focused on “Storytelling and Messaging.”
Our job is to convince people to take action.
We’ve found that great stories make all the difference.
I have been listening to an audio book called “The Hero’s Two Journeys.” Written by Michael Hauge and Christopher Volger. They laid out the simplest foundation for a good story.
This might surprise you, but all good movies are based off of a simple formula. I learned this when I read the story behind Pixar.
Once upon a time
Every Day
One Day
Because of that
Because of that
Until Finally
The next time you watch a pixar movie, you’ll be able to identify the formula.
It’s a bit more complicated than the one I like to use, but it works.
Michael and Christopher made a formula that is even simpler. I recommend following this formula. Every good story should have:
Character
Desire
Conflict
Michael says, “Good stories have a captivating character who is pursuing some compelling desire and who faces seemingly insurmountable obstacles to achieving it.
You will obviously build on this structure, but it’s a great place to start.
Luke grew up in the outskirts of the galaxy. He wanted to learn the Force. Yet, he had no idea he was going to have to defeat Darth Vader who was part of the dark side.
Character: Luke Desire: Learn the Force Conflict: Darth Vader
Isn’t that easy? That’s a multi-billion dollar formula. ☺
Now, let’s apply this formula to the addiction recovery space.
A young doctor decided he was going to open up his own drug treatment facility. He wanted to help those who were struggling with addiction. The doctor soon realized that he was not able to get anyone to come to his new facility. He needed a way to deliver his message. He started to run ads on Google, but was paying over $115 per click. He could not afford to compete, so he closed the doors.
Character: Young doctor Desire: Help people who are addicted Conflict: Marketing and Google’s cost per click was too high
For a real estate business
The Jones family is looking to move because the father received a new job offer. There is just one problem. They have to sell their house ASAP. Are they going to list it with an agent and take a 6% hit or should they list it themselves and run the risk of not selling the house?
Character: Jones family Desire: Sell their house Conflict: List their home with an agent and pay 6% or list their home by themselves
I am leaving out one key component in the formula, which we discover a little later.
Why does this story telling formula work?
Sticking with the theme of addiction recovery, I want to show you a video that converts. I know this, because we use it for our clients.
How well does it work? Well, let’s just say that we get leads at 1/10th the cost of a click.
Take a look.
If we break it down, you will get the following:
Character: The drug addict Desire: Wants to be clean and get his life back Conflict: Battle with addiction and getting help
A couple of factors you will want to consider when telling your story.
1. The character has to be relatable in some way. If nobody can relate to your character the video will not get the desired result.
2. When watching your video, the viewer needs to feel something. If they can’t relate to the desire or the conflict, they will not act.
3. End with a resolution.
All great stories have a resolution. Have you ever left half way through a great movie?
It’s like torture.
You’ll do anything to see the end.
TV sitcoms are exceptional at this. They will keep us watching for months and some for years because we need a resolution.
Remember when you were a kid watching your favorite sitcom? Every couple of weeks your show would end with this:
…To Be Continued.
There’s nothing worse.
We can’t just end our story with a character, desire, and conflict. There has to be some kind of resolution. Good or bad.
Introducing… The Resolution.
When designing your video, your product or service is going to be the resolution. You can introduce your product in many different ways, but you have to make sure that it clearly helps achieve the character’s desire.
So how do you create a story in under 5 minutes that includes a Character, Desire, Conflict and a Resolution?
It’s not easy to design a story in under 5 minutes, let alone 30 seconds for a TV commercial. You have to create a character, explain his/her desire, battle the conflict, and end with a resolution.
That is a lot to do.
The goal is to dig deep into the viewer’s life. Make them feel like we are talking about them. We are describing THEIR desires and conflict.
Step 1: Character Development
This is one of the reasons that big brands pay huge amounts of money to get a superstar.
We already relate and know the superstar. They can jump right into the desire, conflict, and resolutions.
There’s no need to spend precious seconds defining the character.
If you are starting from scratch, here are some ideas to get the right character for your audience.
1. Know your target audience. Age, Desires, Wants, Likes, Color, etc.
2. Find, build, or create a character that matches your target audience.
3. Make them likable, lovable, kind, powerful, cute, or pitiful.
Step 2: Desire
What does the character want to accomplish? What’s his or hers greatest desire? Does the desire relate to the viewer?
Step 3: Conflict
The conflict should take up the highest percentage of the time. This is where you get the viewer to hurt a bit. We all hate conflict when it’s our battle, but we all love watching someone else battle. It’s what makes great stories.
Step 4: Resolution
This is the simple part. The conflict gets solved with your product or service and the character is happy. Problem is solved.
I hope this helped.
Now that you understand what it takes to create the story, the tricky part is actually getting started. If you would like us to create your story, we can do that. Our writers are exceptional at creating stories. We can take you product or service and design a video your audience will love.
If not…
Use the formula above and create an Insane Video that will get you results.
“I know thy works, that thou art neither cold nor hot: I would thou wert cold or hot. So then because thou art lukewarm, and neither cold nor hot, I will spue thee out of my mouth.” The Bible
Confused yet?
Let me explain.
One of the big mistakes people make when creating a video, especially from scratch, is they don’t POLARIZE. They do not do want to offend anyone so they keep everything general.
Polarity is probably the number one reason why a video and your message fails.
We work with some of the biggest companies in the world and it’s frustrating how much effort, money, and resources are spent trying not to offend the masses. Instead of focusing their message on their fans and users, they get distracted and try and create a message that makes everyone happy.
Not saying you can’t have both…
Well actually, yes I am.
Lukewarm is the enemy.
Examples…
“Please make sure the drawings include one girl, one black guy, two Chinese people, one gay guy and a tranny. We want to make sure the world knows how diverse we are.”
“Our product or service is for everyone. We have to make sure we include the following features…..”
“We can’t say that. We may offend someone.”
“Hurry take down the video because we had a complaint.”
“But ignoring a portion of our customers needs might backfire. Our complaints could skyrocket.”
Or… “We’re getting calls from some of our customers who find our video offensive. Shouldn’t we create videos that all our customers like?”
I always tell my clients that a great way to know if their marketing works…is by the number of angry responses you get. You will have haters.
“When your messages cause polarity, it attracts attention and people will pay for it. Neutrality is boring, and rarely is money made or changed created when you stay neutral. Being polar is what will attract raving fans and people who will follow you and pay for your advice.” Russel Brunson
This may hurt…
If you’re like me, you hate when people do not like you. It’s actually a real struggle for me. I come across that it doesn’t bother me, but deep down it does. I want people to like me and my intentions are to help them.
Every email sequence I send out, I will get a couple of harsh responses sent back to me. It’s frustrating and can turn into a time suck. I used to respond, but I have learned to let it go and spend time and resources with those who are my fans.
For every 100 people that love you, there’s a few that will hate.
Just move on.
“You see, marketing formulated for the masses is guaranteed to deliver quiet and understated ad copy, and creating a likable ad isn’t your goal. Again, your goal is persuasion. So choose who to lose and let the cash register determine the success of your marketing.”
Here’s a story for you.
Have you ever wanted to admit that you are #2 in your market? Me neither. I would think this would be a formula for instant disaster.
Think again.
In 1962, Avis was going under and they needed to make a change quickly. Since its inception, Hertz was the dominate player in the care rental space and AVIS was clearly going down.
So the ad agency Doyle Dane Bernbach decided to pitch a different kind of Idea to the executive. They would embrace their second-place status as a sneaky way to tout the brand’s customer service.
I have not idea how they got the executives to buy into this. I can hear the complaints now. I guess when a company is desperate they are willing to try anything.
Here is a screen shot of the ad.
“When you’re only No. 2, you try harder. Or else.”
Within a few years Avis had taken a huge market share and were no longer #2.
Here’s another one of their ads.
“Don’t be afraid to polarize people. Most companies want to create the holy grail of products that appeals to every demographic, social-economic background, and geographic location. To attempt to do so guarantees mediocrity. Instead, create great products that make segments of people very happy. And fear not if these products make other segments unhappy. The worst case is to incite no passionate reactions at all, and that happens when companies try to make everyone happy.” Guy Kawasaki
When can this polarity fire?
When you cross the line into CRAZY.
A good example of this is Kathy Griffin. She has always been polarizing and it served her well. She has made millions. You either love her or hate her. She had a loyal following that produced a lot of money and fame.
But…
Everything came to a screeching and pathetic halt with her latest stunt. Kathy Griffin crossed the crazy line. Even her loyal fans have deserted her.
This seldom happens so do not let Kathy’s story be an excuse on why you should not push the line.
A video that is trying to target everybody: skinny, fat, big, small, old, young. May not offend. But, it’s just another flavor of vanilla. If you don’t polarize your audience, you don’t create a following.
If you do not create a following, you will not have enough persuasion to get them to purchase your product or service.
This is one of the most important posts I have created. It’s about saying the right words. This will help your business.
I am testing it on ads and websites so I will update you on the results. If you want to learn a lot more about creating great copy here are some resources.
I have produced a video recording to walk you through each step. Here they are.
Yes
Questions
Fix Their Problem
Benefit Based/Not Feature
Who Cares!
If you like this, you might want to check out our Unique Selling Proposition Post. Click here
Words matter. The majority of advertisers pay too much attention to how pretty things look. Instead, of what they are saying. I am constantly testing my headlines and when I learned this formula I quickly made adjustments to my Facebook campaigns, Adwords, and website headlines. So far so good!
If I could GUARANTEE to get you more customers, views, traffic and conversions by making a simple adjustment would that interest you?
Try it.
Video Transcription (It’s computer generated so forgive typos.)
Hey what’s up guys? If I can guarantee to get you more customers, views, traffic and conversions by making a simple adjustment, would that interest you? Of course it would. Today we are gonna discuss this very thing that I have on the screen. We are gonna go over headlines, some adjustments that you should make immediately to your marketing material including Facebook ads. I’ve already made those adjustments and I am seeing results right away. So let’s jump in.
I did a video earlier on this but I didn’t give it justice. I don’t think I really showed you guys some good examples. I’m going back. I’m gonna revisit this and I want you guys to really walk away with some information on how you can instantly change the copy on your website, instantly change the copy on your Facebook ads so that you’ll get results. Words matter. A lot of times people get caught up in doing pretty things, well words actually matter and we need to make sure we’re saying the right words to the right audience. Got it?
Let’s jump over. I’ll come back to this. I want to jump over to a couple of websites and I want you to look at these websites and just think in your mind: does this tell you what they do? Does it give it give you a value proposition? Then we’re gonna jump over back to that slide then we’ll come back over and see how you see it differently. Okay? This is also for my own employees for them to go through so they can apply it to their clients so I might throw some of that in here too.
First off, let’s take a look, here’s a realtor’s website. It’s right here in Saint George and you come to this website and what does it say? “Committed to excellent, through integrity, and community serve, PK Real Estate, Utah” and then it just gives the address. Okay? Let’s jump over to this one. This is a bankruptcy attorney. “Get the help you need.” Here’s another one. This is Red Cliffs Dental. “Feel confident in your smile.” Affordable cosmetic dentistry in Saint George, Utah for pros.” Here’s one. We’re just doing a proposal for these guys. “Your engineering challenges solved here.” “Innoteka advances your time to mark up by providing senior engineers with at least 10 years of experience.” That makes the difference. Got it?
Here’s ours. “A whiteboard video and animation company that loves creating incredible animations for you. Want one?” Here this one. “We’re a video marketing company. If I guaranteed to drive you views, leads, customers and sales would you be interested?” And here’s another one that I just changed. We do a lot for the addiction, recovery youth programs. “If we could guarantee to help your teenager with our evidence-based residential treatment program, would you be interested?” Got it?
If you look at the difference in those, you can tell that some of them are written really well. Some of them are not. They’re just not speaking to you. Here are your five steps on actually creating a really good headline that converts, that works. I have a lot of data that backs this up and just with the little tweaks that I’ve made … I’ve done a lot before this but with the little tweaks that I’ve made the last couple of days, my results have gone through the roof for me and our client.
First thing you need them to do is start saying yes. There’s a book out there called “Getting to Yes” that you go read. It’s important that when somebody starts nodding their head yes and they start agreeing with you, that is key. That’s good. Let’s assume that you’re doing door sales. When you approach a door and you start getting the person to nod their head and just agree with you. That’s good. When you’re creating a headline, you want to make sure that they’re saying yes, they’re responding to your question yes, or they’re starting to nod their head being like: hey. That’s me.
1. Is get them saying: yes.
2. I like to ask a question. So if you go over to the why draw one which we’ll go back to but it asks: “want one?” If you want a video, would that interest you? I’ve been using that a lot. Would this interest you?
3. Fix their problem. You want to make sure that in your headline, when they land on your website, they know what you do. You’re gonna fix whatever problem they have. A lot of these websites don’t even address the problem. They don’t talk to the person looking at the screen and it’s kinda hard to really do business if you don’t even know if they’re gonna fix the problem that you have.
4. Needs to be benefit based/not featured. A lot of people … Let’s jump back over here and jump over to … Let’s go to this one. “Get the help that you need.” So here’s a bankruptcy attorney and the last number four: benefit-based/not featured. “Get the help you need.” What is the actual thing that this person is coming to this bankruptcy attorney for? “Get the help you need.” What does that really mean? It needs to be benefit based. If you’re going through a bankruptcy it’s frustrating. You want somebody to take care of it. You want it off your plate. You want it done quickly. You want that relief and that’s the benefits and you need to be showing those. Helping good people through difficult times. Okay? It doesn’t really talk much towards … no one’s gonna be like: okay, yes. You don’t get the … There’s no question. There’s no yes there. There’s no benefit. You’re not really addressing the problem.
The last one is: who cares! When people look at your stuff … A lot of times I’ll look at people’s marketing material and I’m like: who cares? Throw it away. You have to make sure that you’re talking to somebody who cares. They have a problem and you’re gonna fix that problem and they care that you can fix that problem. You’re not just saying these words if you can just respond: uh, who cares? Then you have a problem. Let’s go back and see if these sites passed that test.
Once again, “Get the help that you need.” You can answer that with: who cares? Am I saying yes to that? Is there a question there? No. This one is pretty rough. Let’s go to this PK Real Estate one. “Committed to excellence.” What do you say when you read stuff like that? “Committed to excellence.” You would assume that. Who cares? “Through integrity and community service.” Once again. Who cares? It doesn’t talk to my benefits. Now if I came to this website and it said basically: hey, if I could guarantee to sell your home in one month and get you the maximum value. That is something that would interest me and they need to ask a question: would that interest you? Do you want me to show you how to do it? Immediately I’d want to engage with this company instead of right now: “Committed to excellence.” Okay, great. There’s nothing in here that pulls you in. They need a little help there.
This guy obviously needs some help. Take this dentist. “Feel confidence in your smile.” Once again, if you’re going to the dentist, you’re going there for certain things. You want results. They need to talk about … They need to get you saying yes. They need to get you agreeing to what they’re trying to propose here. So “Feel confident in your smile.” Uh, who cares? Got it?
This one: “Your engineering challenge is solved here.” Okay? What exactly is that? What’s my engineering challenge? Does it have a question? No. Does it get me saying yes? No. Your engineering challenge is solitary? Yes. No, it doesn’t say that. Once again, you can answer this with: who cares? Right here: “Advances your time to market by providing senior engineers with at least 10 years of experience.” That makes the difference. Once again, you can answer that with: who cares? Got it?
If you look at the ones that I’ve changed, this one … There’s some SEL that takes place on these and that’s one thing. You need to have an H1 tag on your website with your keywords in it. You just need to play with this a bit. One thing I wanted these people to know when they hit “Why draw is”. We’re a whiteboard video and animation company, so when they come here they’re like; I’m in the right place. “We love creating incredible animation videos for you.” It’s like, great. Want one. This little section here, I’ve thought about adjusting and I probably will do some testing because you could answer who cares to that little section, but then we say: “Want one?” Obviously they start saying yes, you’ve got your question in there. People want incredible animation videos. They come to us for that, but there’s a little bit of work that’s still left in this headline, but you get the point.
In this one: “We’re a video marketing company.” Once again, I like to start out by telling people what is it that we do. “We’re a video marketing company” and then I use the very thing: “If I guaranteed to drive you views, leads, customers and sales. Would you be interested?” Most of the time, business owners are coming to our website. They’re people looking for traffic. They’re people are looking for video marketing that will actually get results. So I start off “if I guaranteed to get you these things, would that interest you?” And if they say yes, then they’ll continue reading. And that’s all you can ask for. All you want them to do is to keep reading. You want to earn their trust. Peek their interest enough that they will keep reading your material.
this was one that we switched up, actually just this morning. So before it was just talked about where Cambio is: “An evidence based residential treatment program that focuses on education.” That’s what they had. I went in there and said; if a parent were coming to me. If they had a troubled teen that had some type of disorder what would they be looking for? One, they want it fixed. They want a strong headline to say … They want people that know what they’re doing. Here it is: “If we guaranteed to help your teenager with our evidence-based residential treatment program, would you be interest?” Now, I have evidence-based residential treatment program as for keyword purposes, I could probably tweak that whole line a little bit. I will. I always do the testing on it. Got it?
Let’s jump back over to this and I’m gonna go through a couple more. Here’s kinda your template. “If I could guarantee you something in a specific amount of time … Would you be interested?” That’s a good one. There’s a lot of different things you can do. I like this one. A guy name Cody Butler … Actually, I’ve noticed his stuff. I do have his program which really lines this out. He mentions this. This is kind of his formula. You can go over to … Dan Kennedy has a pretty good formula on creating headlines, and this can also be substituted … You can also use the same word as “unique selling proposition.” Why would somebody come to you and use your product or service over going to somebody else or doing nothing at all? They really stress that. This is an easier one, the one that Cody puts together but Dan Kennedy and those guys, they have a great one too.
If you were … If I was marketing … This is more for us, for our aligning pages. “If I could show you how to generate hundreds of addiction recovery leads with $35 … Would you be interested?” Urgent Care: “If I could show you how I generated 20 new Urgent Care patients per month … Would you be interested?” Divorce: “If I could guarantee I could give you 35 qualified inquiries for bankruptcy every month, would you be interested?” Same. We could go dental implants.
Those are just headlines that I’m starting to play with, I’m starting to market, but the whole idea is to follow this formula where you get them saying yes, you get them like you ask a question. You look to fix their problem. It’s benefit-based, not features. Remember, benefits are the results that they are looking for. That’s what you need to cater towards. Don’t tell people you have the best looking, the blue, the reds, the longest dress. Those are all features.
Lastly, “Who cares!” You need to make sure they can’t just answer: who cares? This morning, I gotta a little brother that’s out there, marketing … Right now he’s knocking doors for security systems and we had a pretty good conversation. I told him instead of knocking doors and asking the question … a lot of people when they knock the door, shake your hand, hey this is who I am. I’m from this company and they will say: “Do you have a security system?” Well I kinda talked to him and said the next time you’re going knocking doors today instead of just introducing yourself, ask them a question. Say, “hey if I could show you how to protect your family and make you feel safer, would that interest you?” And immediately, how are they gonna answer that? They’re not gonna turn around and be like: no. Get outta here. They’ll be like, “Yeah. That would interest me.”
Or if you’re trying to replace once security company with another security, so you’re just there to switch their system over to another one. You could say, “Hey. What if I could guarantee that I’d save you money and replace … and get you the newest upgrade?” Or “save you money and get you a newer system, would that interest you?” Immediately that opens up the conversation and you’re able to move on from there and start educating them.
Something that’s really important, after that headline, you need to have some meat afterwards. I look at this. Obviously when they look at your material and they get past the headline, they’re like: “Okay, yeah that does interest me.” You need to be able to back it up with some good material. Next thing, they can get my video marketing checklist which gets them in the funnel, or they can read these testimonials. It’s good to show them that, yes, they read the headline, they’re interested but also you can back it up, that you have the testimonials. You’ve done it for other clients. That’s always a good thing, and you want to make sure those types of things are on your website and you’re showing it.
If we jump back over here “Experience you can trust.” They’re attorneys. You should be able to trust them. You could answer that “Who cares?” Here’s a testimonial or this is the founder “Capstone Law focuses its practice on bankruptcy and dept relief because we know how financial difficulties can impact every aspect.” They are talking about them a lot. It’s not focused on the consumer. That’s one other thing you want to really pay attention to, is your headline has to be focused on the reader. It needs to be focused on the person with the problem not on you. A lot of people have a tendency to always be talking about me, me, me, me. This is what our company does. This is what we do, but you need to turn it around and focus it on their problem, their issue. I did write that down of, “Fix their problem.” Don’t be talking about you. Don’t be talking about the stuff you do. Make sure you’re there to fix their problem and talk about their problem.
Just read some of these websites. Go here and video testimonial. This is probably good. “Sedation and dentistry” but once again “Quality customer care.” Who do they start talking about? They start talking about themselves. They don’t talk about the viewer’s problem.
Get to work. Make sure you go over all your material. If I jump into Facebook ads. I’ve actually created a couple and you can see these ads. I’ll show them to you real quick. I went out with Why Draw and basically said, “Hey! If I can guarantee to craft a perfect video that would mesmerize your audience and get them to listen, would you be interested?” That’s a simple, simple headline. We followed up with a video that shows them some of our work and then if nobody listens to your story, you’ll never be heard. That’s something that could be “Who cares?” So I could probably go back there and fix that but the main headline right here and what I want you to look at.
There you have it. Go back. Readjust all your headlines. Readjust your ads. Start testing different headlines and make sure you pay attention to focusing on the benefits. Do these five things. Get them saying yes. Ask a question. Fix their problem. Don’t be talking about what you do? Talk about their problem and how you can fix it. Be benefit based/not featured and then if you can answer who cares to any of this, then you have a problem. You need to go back and readjust it.
Hope this helped. There are a lot of other videos out there that show you guys how to set up Facebook ads. We spent a lot of time on creating these videos so go check them out. If you’re looking to grow your business or have questions, feel free to reach out to us. Go to marketinghigh.com. Information is below and we’d be happy to help. Enjoy your day.
How To Make Money and Market Your Fitness Business
1. Keep it simple. Start with 1 traffic source
2. Instagram and YouTube channel (would be my choice)
3. Post Content 1 to 2 times daily (1 year)
4. Content must be helpful
5. Gain a following
6. Create products and Services
7. Look Good and Show Results
8. Great site
9. Spend money on Ads.
Here is a video that will explaine everything in-depth. Good luck
The Video transcript. (computer generated forgive errors)
What’s up, guys? Hey, today we are gonna talk about how you can market your fitness business. I’ll tell you a little bit how we got to this point. So I have … I actually have a sister in law and then I have somebody that does our video editing. He’s starting a fitness business, so there’s been a couple of people I know that have been starting these fitness businesses, and the first question they always ask is, “Hey how do I market it? How do I make money doing this?” So what I thought, today I would do a video specifically for the fitness industry, how you guys can actually make some money from it, and what steps you need to take to actually get a following, okay? So I jumped over onto my Instagram, and I’ll talk a little bit about this, and found a simple post by Dr. Nadalski, okay? I’m gonna go over this. Let’s jump over into the steps first and then I’ll jump back into this. So first thing, whenever you’re looking to market your fitness business, what you want to do is keep it simple.
Keep it simple. Pick one channel at first.
Don’t get complicated. Don’t think you need to go out there and setup a website, all your social media content, everything. It can get really overwhelming, so what you’ll end up doing is spreading yourself way too thin. And the best thing you can do is start with one source of traffic. Start with one area. If you’re gonna do YouTube, great, stick with YouTube. If you’re gonna do Facebook, Facebook. Don’t worry about doing everything at once, because once you start getting on a roll or when you start building momentum, you’re gonna be able to go into those other channels, okay? So for right now, keep it simple. Now, since it is the fitness business, number two, I think Instagram and YouTube are the places you need to be. Okay, Instagram is huge for fitness, it always has been for selling products, fitness products, for following, for getting a following.
That is where a lot of fitness people are, whether you’re in CrossFit, whether you’re a personal trainer. So I would suggest using Instagram. That’d be the very first thing, and it’s simple. You can post everyday. You can post five times a day, okay? Number three, I want you to post content. You have to be posting content one to two times daily, and plan on doing it for a whole year?
2. Be Consistent in creating helpful content
Okay, and it cannot be hit or miss. You have to be very, very consistent. If you’re serious about going into fitness, you have to be consistent at posting this, just like you are at working out. It needs to become part of your daily routine. That way your customers, your clients, your followers, those guys can depend on you, and they’ll be looking forward to your content. Number four, the content … And this isn’t in any particular order. Your content has to be useful. It has to be helpful. If we jump back over to here, this is actually a pretty good one that I found, and this was the first one at the top of my feed.
So how bio hack your exercise for rapid progress, laugh out loud, just kidding, but there are some tips. Then look at this … Look at what he created here. This is huge. Start from selecting from activities or exercise modalities, consistency. Don’t take too much on one day. So he gives five points, and that’s actually pretty thought out content. If I keep scrolling, okay here’s a fitness, gymnastic bodies. Okay, these guys actually got a huge start just from social media. Love watching what these guys do. They do videos. So here’s videos, gymnastic bodies. They’re in a niche of kind of older people getting back into gymnastics, and grown. I mean if we look at … 140K followers, okay a year ago nothing like that. I actually … Now they have courses, everything and here’s another one … Oh gymnastic bodies, okay? So just make sure you’re out there, and obviously if you’re going into the fitness business, you’re probably on Instagram and you’re following a lot of other businesses or other fitness people. Okay, look what they’re doing. If you like what they’ve done, use it. Turn around and create your own pitch.
3. Gain a following
So if we jump back over here … So once again, content must be helpful. Make sure you create some really, really good content. Gain a following. That is the whole goal. The more people that are following you, the more views you’re getting, the better your results are gonna be as far as making money on the backend. You can go out and get sponsors. You can sell products. You can sell male plans, but the monetization usually needs to happen after you get a following, because a lot of times your following is gonna tell you what they want, whether they start asking you, “Hey do you develop male plans? Hey do you do custom workout plans for people?” Now, once you start getting a following, your next step is you need to create a product or service. This can come anywhere in the process. Okay, you can start out with a product or service and just pitch that, but you need to actually have a product or service.
Now, whether you’re gonna design male plans, workout routines, personal trainings, whatever it is you want to do, you need to create that product, create that service, and I would do it sooner than later. I wouldn’t wait till the very end, but you’re … A lot of times, like I said, your audience will give you a good idea of what you should be marketing. Seven, you are in the fitness business. You need to look good and you need to show results, so that includes customer testimonials. You need to show customer progress. People want to see that you know what you’re doing. Okay, and at first, you might be like, “Well how do I do that if I have no customers, or how do I do that?” You kind of need to fake it till you make it. Grab some people. Give them free advice. Give them free advice for testimonials. Give them a free workout. Work with them. You need to actually produce results. And then when I say, look good, we are in a world where everyone likes beauty. Everyone likes good looks.
4. Look good
Now, this isn’t saying that because if you’re not handsome or if you’re overweight, you can’t have a niche. Nice thing is with Instagram with everything, you can fill a niche, okay? You might be not a skinny trainer. You might not look the best, that’s okay. You might be an amazing person at creating content or making people feel good. You can still get a good following, okay? But it’s a lot easier if you’re gonna take good pictures, if you’re gonna look good doing it. That really works on Instagram. And then eight, you can go into other things, and I just put get a good website. Then you can move into other channels, Facebook. You can do YouTube. There’s so many different channels. Now, something that I didn’t put in here that could accelerate this is spend money on ads. Anymore with Facebook, with Instagram, YouTube, Google, you can spend a lot of money on ads or you can spend very little. So my suggestion is, checkout some of our other videos that we’ve created where you can learn how to run simple Instagram ads, okay? It’s very easy and spend $5 a day doing it.
There’s so many tutorials out there, including our own, where you can learn how to run ads, and that can speed up your acceleration. Now, something else you can do, this is a little bit of cheating. It’s a little bit of hack, is you can buy followers. So if you’re starting out slow and you only have one or two followers, if you need a boost to get 2,000 3,000 followers or sponsors, whatever you want to call them, you can get those. You can get likes. We’ve helped some companies where their sponsors want to see followers. Their sponsors want to see likes, and there’s been a lot of pressure on some people where we just say, okay, let’s boost you, and we went out there and bout real followers, real likes. That is just a little hack you can do, but that’s it. So just to recap, make sure your content’s really good. I mean the most important things you can do are content, creation that is really good. Make sure people like it and it takes time to learn how to do that.
You just need to keep putting out content day in and day out, and let the audience tell you what they’re liking. Okay? So there it is. That is how to make money and market your fitness business. If you do need help, obviously, you can always go to marketinghigh.com or you can go visit our YouTube channel, where we teach you how to create ads, how to setup ads, how to run good ads, stuff like that. Got it? Thanks for listening. Have a good day. See you.
How To Make Money and Market Your Fitness Business
1. Keep it simple. Start with 1 traffic source
2. Instagram and YouTube channel (would be my choice)
3. Post Content 1 to 2 times daily (1 year)
4. Content must be helpful
5. Gain a following
6. Create products and Services
7. Look Good and Show Results
8. Great site
9. Spend money on Ads.
