If you haven’t noticed video marketing taking over the internet, then you haven’t been active online for the past few years. More than for showcasing cats and other miraculous feats, video marketing has the kind of punch that martial arts schools need for attracting new students and keeping current students.
Nothing! Video marketing is simple to do when your martial arts school has existing social media accounts and a website. If any of these elements are missing—particularly a branded website—address that first. 97Display is a great internet marketing agency for branded websites because it specializes in our industry. Check them out here.
If you have your social media lined up, great! If not, signing up for these accounts is free:
YouTube or Vimeo
You don’t need to sign up for every account. Focus on what makes sense for your school. We recommend that you start with Facebook and YouTube.
Basic video editing also comes standard on Apple products (iMovie) and Microsoft computers (Movie Maker in older versions of Windows and Story Remix in the Photos app of Windows 10). Even without experience, you can shoot video on a smartphone—yours or one of your staff member’s—edit on your computer, and upload to your social media accounts and blog for free.
If you’re ready to step up your video quality beyond the ability of a smartphone, professionally filmed videos are a great idea. We recommend planning a budget and saving for a professional video as a long-term investment. If your school is ready for it, we encourage you to take the leap of faith.
Why: Hosting a professional video ad on your martial arts school’s website is the push already-interested prospects need to choose your school rather than your competition. And if you’re experiencing rapid growth, you will make up the cost in new students.
The cool part about investing your valuable time in creating videos is that once the work is done, those videos are yours to distribute and reuse as you want. You gain endless return on marketing and retention material that can cost nothing out-of-pocket if you choose.
Video marketing strategy relies on distribution for exposure. Social media plays a key role in telling your school’s story to people who otherwise may not know about martial arts or your business.
Video has the ability to connect with audiences in ways that text or photos alone may not. Student/parent testimonials, student accomplishments, belt testing, community events, school demos, and competitions should all go online. The point is to showcase what makes your martial arts school unique and valuable to the local community.
If you or a staff member can’t capture video, ask parents or family members if you can share footage that they took. Regardless of how you get your video, always ask parental or guardian consent first. A way to address consent early is to include a photography and videography release waiver with new student contracts.
Post videos to your strongest online channels (e.g. Facebook and website) with a short description of what’s happening in the video. Make sure your post settings allow for sharing. If you prefer to avoid vetting negative comments, you can turn them off.
If you want more people to see your video, and you have extra cash in your marketing budget, boost your video post on Facebook. You then can create audiences in Facebook ads based on the people who watched your sponsored content for more than 30 seconds.
Sharing videos on social media also is effective for retaining your current students. Showing off your school’s expertise, staff, and student achievements boosts student and family morale. Students will want to stay in a community where they feel appreciated, acknowledged, and supported. Video is an easy way to do that.
An internal way to increase student retention is to record technique videos with one of your top instructors. Creating technique videos helps:
students feel more confident practicing at home (looping back to the idea of feeling supported) and
to promote instructional consistency across staff members.
Film two versions for each technique: a step-by-step version that breaks down what students are expected to learn and a version that shows what the moves look like when performed at full speed.
Have a website developer make a password-protected database where you can upload and store technique videos. You can create a universal password to give out to new students when they join your school. If you need an immediate, lower-cost option, a private Facebook group is another great option.
Technique videos help remind staff how to break down the day’s lesson in a way that is consistent and informative. Keep a tablet near your mats for instructors to reference in case they forget how to walk students through techniques step-by-step.
Video marketing is easy to include in your existing marketing strategy. Once you make a video, repurpose it how you like.
DIY videos are free to make and distribute.
Share your videos on social media and your website, preferably on your blog.
Sharing videos boosts student and family pride in being involved in your school and the martial arts community.
Technique videos keep your staff’s instruction consistent.
Technique videos help students feel confident about practicing at home and coming back to class prepared.
Have you used video marketing to attract students and to improve retention at your martial arts school? Share your experiences below.
Make time for creative strategies like video marketing by doing less office work. Click here to learn more about how martial arts software can help your school grow.