As a coach, you know that building a strong connection with your audience is essential to your success. And in 2023, video marketing has become a game-changer for us coaches. Video marketing allows you to build trust and credibility, showcase your expertise, and reach a wider audience of people who don’t already follow you and have never heard of you before. I’m going to tell you why YouTube is my platform of choice for building my coaching practice and show you how you can use it to take your coaching business to the next level.

Why Video Marketing Matters

Video marketing on YouTube provides a visual and emotional connection to your audience. Written content is good, but it just doesn’t hold a candle to video. Even podcasting is not as good because they can hear your voice, but when they see your face, it brings your content to a whole new level. They will remember what you say more easily, and it really allows you to showcase your personality in a way that just isn’t possible with a blog post.

Types of Video Marketing Content for Coaches

There are many types of video marketing content that coaches can use to reach and engage with their audience. Some popular options include:

Educational Videos:

These videos provide valuable insights and tips related to your coaching niche. Even though these videos are educational in nature because you are introducing a concept to them that maybe they’ve never heard before, they can still be entertaining. They can still be fun or, gasp, funny! You can teach a concept and still make it enjoyable and show your personality. I do not think that being competent and fun are mutually exclusive things. I feel that when I show my light-hearted personality in my videos, they are even more effective at letting the audience feel like they are getting to know me as a person.

Testimonial Videos:

These videos feature happy and satisfied clients who share their experiences and results achieved through your coaching services. One mistake that I see a lot of people do is they create the video themselves and telling the audience why they are so amazing.

There’s a wonderful book by Donald Miller called Building A Story Brand that I highly recommend. He uses the analogy of Star Wars. Luke Skywalker is the hero, Darth Vader is the villain, and Yoda is the trusted guide. When you make a testimonial video, you are not the hero. you are yoda. The client who got the amazing transformation is the hero. Make the client the hero of the story, and you are simply The Trusted guide who was allowed to be a part of their process.

By doing this, it doesn’t come across as you bragging or tooting your own horn. You are showcasing the client who got amazing results, and of course, the client will then tell everyone how amazing you are and why they should work with you.

Promotional Videos:

These videos showcase your coaching services, unique selling proposition, and brand personality. On YouTube, you want this to be a fairly small percentage of your content library. If you sell on every video that you upload, pushing the viewer to enroll in your programs or buy from you, it destroys your credibility, and YouTube will not promote those videos to a wider audience. I recommend keeping this type of content at less than 20% of your overall content strategy.

How to Create Effective Video Marketing Content

When it comes to creating effective video content, it’s important to have a clear strategy and a plan, and a place. Start by defining your goals and target audience. You do not need expensive equipment to film these videos, but you do want adequate lighting and good sound. Check out video equipment for beginners. I think it’s perfectly acceptable to film a video with your cell phone or your webcam, as long as it shoots in at least 1080p, but you always need a microphone. Poor sound will turn off the viewer faster than anything else.

You’ll also need some editing software, or you’ll want to hire someone to edit the video for you. You need to cut as much fluff as possible. Take out unnecessary pauses, cut out all of the mistakes, and keep that video moving as quickly as possible to hold the viewer’s attention. You don’t need elaborate editing techniques or amazing storytelling skills, but if you cannot hold their attention long enough, YouTube will not promote the video to more people.

This is a skill that comes with time and practice, so don’t beat yourself up at the beginning if you’re not that great. It takes a while to get good at this, but the more you practice, the better you will get and the faster it will happen.

Where to Use Video Marketing Content

Video content can be used in a variety of ways to reach and engage with your audience. Use it on your website, social media platforms, email campaigns, and sales pages.

By now, you probably know that YouTube is my platform of choice. This is for so many reasons, but the highlights are that it is a search engine where people are going to look for information. Your video is not interrupting what they were doing. They are there for one reason and one reason only.. to watch videos. So give them a video to watch!

On social media, it is all about engagement and the quick win. YouTube is an evergreen strategy meaning I make a video today, and people can find it easily 10 years from now. Google owns YouTube, so YouTube videos rank on the first page of Google all day long, and I mostly love that I don’t have to create content every single day in order to please the algorithm and remain relevant. I could upload a video Once A week or once a month, and as long as it is quality content that people are interested in watching, it will get a lot of reach.

Tips for Optimizing Video Marketing Content

To ensure that your video content reaches and engages with your audience, it’s important to optimize it for search engines and social media algorithms. Use keywords, tags, and descriptions that are relevant to your coaching niche. Choose attention-grabbing titles and thumbnails that entice viewers to click and watch. Promote your video content through your email list, social media platforms, and targeted ads.

To ensure that your video marketing content reaches the widest audience, it’s important to use video SEO to optimize it for search engines. you want to use a keyword for every video that you make. use it in your description and title, and tags. You’ll need to create attention-grabbing titles and thumbnails that entice viewers to click and watch. Once you’ve created this amazing video and fully optimized it with the best practices of SEO, now you can’t promote it. Send it to your whole email list. Share it on social media. You can even run targeted ads to drive traffic to your video.

Let’s do some FAQs:

Q: Do I need to hire a professional videographer to create effective video marketing content?
A: No, you don’t need to hire a professional videographer to create effective video content. You can use your smartphone or webcam or GoPro and basic editing tools to create high-quality video content. But as I said before, investing in good lighting, sound equipment, and a stable internet connection can improve the quality of your video content.

Q: How long should video marketing content be?
A: The length of your video content depends on your goals and target audience. Generally, shorter videos (1-2 minutes) are more effective for social media platforms, while longer videos (5-10 minutes and up) are more effective for educational and informative content on Youtube.

Q: How often should I create and post video marketing content?
A: Consistency is key to building a loyal following, so aim to create and post video content on a regular schedule. For youtube, I say once a week is ideal. However, quality is more important than quantity, so focus on providing valuable content to your audience.

Video marketing is a game-changer for coaches looking to reach a wide audience of their perfect ideal clients. Have you thought about creating a YouTube channel for your coaching business? if I haven’t convinced you yet, watch this video-> Can You Make $100K with a New Business?

Ready to take your coaching business to the next level? Get my FREE resources to help you create a winning video strategy for your coaching brand. Whether you’re just getting started with video or looking to up your game, these resources will provide you with valuable tips, tricks, and insights to help you succeed.