Video calls have the potential to completely transform the way you coach, making it easier to connect, motivate, and support clients in real time. From onboarding and goal setting to 1-on-1 personal training sessions or check-ins, video calls add a powerful layer of personalization and accountability. But before that can happen, you’ll need to get the word out about your video calling options!
A simple "Now offering video call sessions" banner on your website or social media pages may not be enough. Instead, let's dig into value-based marketing to help you clearly communicate why video calls are worth the investment.
What is Value-Based Marketing?
Unlike feature-based marketing (which focuses on what the service is), value-based marketing shifts the focus from features to benefits. It focuses on why it matters- why someone would benefit from your products or services, why you’re different from your competitors, why your video calls are going to help them get results, etc.
This “start with why” approach appeals to potential customers because you’re not just trying to grab their attention with flashy gimmicks or sleek packaging. Instead, you’re addressing their wants and needs directly, building trust in you and your business, and helping them move through the sales process by telling them the benefits they’ll receive from your products or services.
Features vs. Benefits: Selling the "Why"
To get a better sense of how this might work, let’s take a look at an example of value-based marketing approach in contrast to a feature-based approach.
Imagine you are creating a Video Call Session Pack on Trainerize. You will need to write a product description for the session pack product, which will appear publicly on your Trainerize.me profile when clients are browsing your offerings or go to check out.
An example of a feature-based product description would be:
- This add-on includes 10 1-on-1 video call sessions (60 minutes each). Sessions can be used for progress checks, goal setting, personalized guidance, or guided coaching.
Now let's apply value-based marketing and explain the why:
- Get the accountability and personalized support you need to stick to your training and achieve your goals. Connect with me through 1-on-1 video calls for progress checks, goal setting sessions, guided workouts, and more. Includes 10 one-on-one video call sessions (60 minutes each).
With just a few minor changes, the description goes beyond what the product is and communicates why a client would benefit from purchasing this product.
Where to Apply Value-Based Marketing
Because value-based marketing is an approach rather than a specific tactic, you can apply it to all your marketing efforts and across all your marketing channels.
Let’s go through some of the top tools and tactics you can use to market your video calls:
1. Product Descriptions:
Your product listings are often the first touchpoint in your client journey, so make them count. Try to frame the product descriptions in a way that explains the why over the what.
For example:
- Get motivated and stay on track with weekly video call check-ins.
- 1-on-1 video calls let your trainer give you custom-tailored feedback and guidance to help you achieve your goals as quickly as possible.
- Built-in video calls turn your trainer into your workout buddy, holding you accountable and making your training sessions fun.
2. Website Content And SEO:
Make sure your website reflects that video calling is part of your services. This will help increase the chances of your page appearing in search results whenever someone is looking for coaching services with video call options.
There is a lot to learn about search engine optimization (SEO), but here are some quick and basic updates you can apply:
- Add keywords (related to your video calls) to your page copy and headlines where appropriate.
- Keep your web copy concise, easy to read, and error-free.
- Make the most of your website’s metadata, including keywords in image names and alt text, and page descriptions.
- Include links to high-quality websites and resources.
- Make your website easy to navigate.
Highlighting that your services include video calling also helps build trust, especially for individuals unsure about online coaching. It can help paint a clear picture of your training methodology and the experience they can expect if they sign up.
3. Social Media Content:
Since you are offering a video-based service, use video content to market it! Record a short clip where you explain how 1-on-1 video sessions work and what clients can expect. If possible, you can even include real snippets to show your process in action.
For more ideas on how to use social media to market your video calls, check out these great resources:
- The Ultimate Guide to Instagram Marketing for Fitness Professionals
- The Ultimate Guide to TikTok for Fitness Professionals
- 5 Ways to Use Facebook to Promote Your Fitness Business
And remember, social media tactics should include a clear Call to Action: either signing up for a free trial or purchasing a paid plan.
4. Email Marketing:
If you already have a client base or an email list, don't overlook the power of email. This can be a great way to introduce your video call offerings and drive real conversions.
Here are a few segments of your audience whom you may want to target and some tips on how to approach them:
- Your existing clients: Since they’re already training with you, you’ll want to go with an upsell play here. Focus on the idea of enhancing their pre-existing training by giving them more personalized feedback and increased accountability and motivation, which can help them stick to their programs and achieve their goals faster. If you time this email right (for example, around holidays or times of greater temptation like the summer) you could use a “let me be your accountability partner” or “stay on track” angle.
- Your leads: Because these are individuals who showed interest in your products and services but haven’t yet converted into paying clients yet, your emails to them should focus on your training programs as a whole but with a spotlight on the video call element. If you’ve added a new premium product option or restructured your pricing model/product tiers, these emails are a great chance to pique your prospective clients’ interest once more. Tell them what’s new, why they’re going to love it, and what benefits they can expect to get. You might also consider including a special offer of some kind to sweeten the deal and incentivize them to make a purchase.
- Your past clients: Just because they’ve churned out of your business and are no longer training with you, doesn’t mean you should overlook your past clients. Clients leave for all sorts of reasons, and every time you enhance your services, create a new product, or grow your business in some way, it’s a new opportunity to re-engage your past clients and convince them to come back. Focus your messaging on what’s new and improved and why these video calls will benefit them. If possible, use video calls to address the common reasons why clients quit training, for example, not enough personalization, running out of motivation, feeling like they’re “alone”, etc.
