We need to talk about Paul… 5 ways you can deliver value through your vlog

Not sure where to start with video for your business? How about a vlog? Laura Evans talks about using vlogging to promote your service with real life case study Paul Cowland. 

This is Paul.

Paul is a personal trainer in Brighton and Hove. He recently invested in a body transformation course called The Amazing 12 that aims to transform mind and body over 12 weeks. He decided to put himself through the course so that he could understand what his clients would be going through, have some marketing materials to show off and get buff in the process. 

Turns out it worked pretty well. 

TIP: Using short clips, GIFs and stills from your videos are great tools to help promote your content even more.] 

It’s easy to be skeptical about simple before and after photos but you can’t argue with the live action version of events. In fact, for a business like Paul’s, where the benefit of the product/service delivered is both very visual and based on how your feel, video is the perfect medium for marketing. 

When it comes to video marketing, think about it like your website content. The vlog is like your blog; building up interest over time and great to show that you are an active company and for improving your SEO. You wouldn’t expect to blog just one article and get results and it’s the same with your video content.

Working with Paul has been really fun. It’s not just been a body transformation. With coaching, Paul has also improved his presentation skills over the videos and has learnt about video marketing along the way. Paul has finished the program now and the vlog series too. However, the marketing of this series is ongoing. It is a tool he can continue to take advantage of to promote his business for a long time yet.

So if you’re raring to get started with your vlog, here are few things we can learn from Paul about delivering value to your audience through the medium of video. 

1, Show the product working

The course is going to represent substantial investment to clients. They need to know it will work. Watching the vlog over time shows real time results. Every episode shows Paul’s progression shots. From this the viewer can see that his end result wasn’t a miracle, it was the result of weeks of hard work and dedication. Paul talks about his visual and emotional journey along the way. 

Maybe you have a product you can show in use or you sell software that you can include screencasts of. Make sure to include this imagery in your vlog. 

2, Use your vlog to manage expectations

The course required dedication on Paul’s part. He talks about both the pros and cons in the vlog so clients can understand the effort required and the emotional journey that they too will undertake, managing expectations and preparing them for their level of input so the best results will be delivered. 

Some weeks were really difficult, such as the first week when Paul is weaning himself off a higher sugar diet or training around a rotator cuff injury. Luckily, we can see him bounce back later and that these challenges (and therefore challenges that the client might also face) can be overcome. 

Think about what feedback your clients give you or if you ever receive customer complaints? Use this information to inform your marketing communications and they will be more satisfied with their purchase when it fulfils their expectations. 

3, Answer Questions And Educate Your Audience About New Products

What even is The Amazing 12? Paul is the local representative of a fairly new course so there is an element of education about the product within the vlog. Over time he could answer questions and drip feed information. We start off with episode 1 and asking What Is The Amazing 12?

Over time, Paul answers other questions, such as What Is The Nutrition On The Amazing 12 Like? This addresses a common concern that people have about such courses. They want to know that the course is healthy and Paul answers the question by actually showing what he eats that day. 

[IMAGE - diet]

Later he answers questions What Is a Cheat Day? and What Is a Rest Day? It’s easy for you to understand your area of expertise and terminology used but let’s not assume that your clients do. A vlog helps you to inform that audience and it is a fantastic opportunity to target your keyword terms.

4, Show what it’s like to work with you

Look at this cheeky fella! 

Paul used his vlog to show off his personality and enthusiasm for his industry. When it comes to your personal trainer, getting along with them is as important as the activity you are undertaking and this applies to any business. You’ve probably heard the old adage that “people buy from people.” Vlogging is an opportunity to show off your personality and give people an inkling of how you will work with them. 

Video conveys loads of information in just a few seconds in a way that a written article cannot do. Think about what you are communicating, not just in your script but the way you say it and through the imagery you use. 

5, Throw in a freebie

Paul discusses his tips throughout the series which shows off his expertise and even when a client has purchased the course the vlog will be delivering useful information they can use. That might be his top tips for getting the most out of cheat and rest days, feel inspired when they are experiencing a difficult patch or when Paul shows us how to make a healthy smoothie. 

What information can you offer through your vlog to show off your own expertise? Or perhaps you could offer a free company health check to get your foot in the door or a free product sample? 

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And now it’s time to see the final vlog… Paul is doing his last pump session and having a photo shoot. Hear what his family have to say and how he found the whole process. Hopefully, this will inspire you to get your video strategy going or even start your own fitness journey!

https://www.youtube.com/embed/EoIFl5U39v8

Are you inspired to start vlogging about your business? Need a coach or producer to help you get started? Or want to talk about how video marketing can work for you? Contact Laura Evans via lauraofbrighton.co.uk now to get started

If you want to contribute to the Chamber blog, contact us on hannah@brightonchamber.co.uk