» Marketing
LIGHTS, CAMERA, ACTION!
Video testimonials from members are a powerful tool for showcasing your business, facility and services
BY BARB GORMLEY Y
our club is awesome, your trainers are the best, and your members are beyond fabulous. Of course you know this, but
your prospects might not. That’s why testimonials—unbiased
third party endorsements—have always been a critical component of any
20 Fitness Business Canada January/February 2017
marketing plan. And testimonials that are presented
via video are often thought to be the very best way to capture an audience. When done well, they breathe life into the classic written success story. “Video is the single best invest-
ment a club can make,” says Maureen McCabe, of Toronto-based McCabe Marketing.
Its greatest advantage? Video can
quickly and powerfully send a message to a world of viewers who have pro- gressively declining attention spans and who are wary of fake news stories and paid-for ads. Watching and listen- ing to a video tends to be more persua- sive than reading, and people find it more credible. “These days people flit around a
website, and they skim instead of read- ing,” says McCabe. “But with video it’s a real person speaking, and you can hear the person’s passion and energy coming through. When testimonials are written you don’t know if they’re really true.” Another big plus, according to
McCabe, is that because people like sharing and commenting on videos, video is ideal for building your brand and driving qualified traffic. In the past, creating video content
required business owners to pay pro- fessionals for their creative and edit- ing services. This is still the way to go for your website’s welcome page, says McCabe— which ideally includes some testimonials—and it’s worth the invest- ment, despite the time commitment and cost.
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