Imagine meeting someone face-to-face versus reading about them online. Chances are, that personal interaction will leave a stronger, more lasting impression. Video ads replicate that face-to-face connection, allowing potential clients to see and hear you, which builds trust faster than text or images alone. They can connect with your voice, see your expressions, and experience your energy—all things that make you memorable.
Not only are video ads personal, but they’re also memorable and versatile. Studies have shown that people retain up to 95% of a message when they watch it in a video, compared to just 10% when they read it in text. For coaches, this makes video ads an invaluable way to introduce your approach and resonate emotionally with viewers.
1. Define Your Message and Ideal Audience
When crafting a video ad, one of the biggest mistakes coaches make is trying to appeal to everyone. The result? A diluted message that doesn’t connect deeply with anyone. Instead, get clear on who your ideal client is and tailor your message to them. Ask yourself:
Who am I speaking to? Picture an individual, not a crowd. Are they new business owners, career changers, or wellness enthusiasts?
What specific challenge am I addressing? Maybe it’s time management, confidence building, or strategic growth.
What’s my unique solution? Focus on the unique perspective or tools you bring to the table. Your audience wants to know what makes your approach special.
For example, if you’re a productivity coach for entrepreneurs, your message might revolve around "simplifying productivity to make space for growth.” The more targeted you are, the easier it is to capture the right audience’s attention and inspire action.
2. Choose the Right Video Format for Your Message
There’s more than one way to structure a video ad, so pick a format that best showcases your strengths and aligns with your audience's expectations. Here are a few formats to consider:
Testimonial-Based Videos
Nothing speaks louder than the words of satisfied clients. Let your clients share their journey and how your coaching transformed their lives. These testimonials act as social proof, building trust quickly.
Educational Teasers
If you’re a coach specializing in skill-building, a short “teaser” video that shares quick, actionable advice can capture attention while demonstrating value. For instance, a career coach might offer three interview tips in under a minute. This approach positions you as knowledgeable and approachable.
Personal Story or “Behind-the-Scenes” Video
Authenticity sells, especially in coaching. A quick clip sharing a personal story or a day in your life as a coach can make potential clients feel connected to you on a personal level.
3. Captivating Thumbnails and Hooks are Essential
The first few seconds of your video ad—known as the “hook”—are crucial. Think of it as your opening line when meeting someone new. Those few seconds need to grab attention, hint at the value, and make viewers curious enough to keep watching. An effective hook could be a question, a powerful statement, or a visual surprise.
Example of a Good Hook:
If you’re a life coach specializing in stress management, try something like: “Did you know that stress could be the reason you’re not reaching your goals?” This invites curiosity and positions you as someone who has solutions.
Alongside your hook, the thumbnail also plays a vital role. A professional, high-quality thumbnail with a clear image of you and a concise text overlay can make all the difference in whether people click to watch. Tools like Canva can help you create visually appealing thumbnails without any design experience.
4. Selecting the Right Platforms for Your Video Ads
Every social platform offers unique benefits, and the right platform depends on where your audience spends their time and what stage they’re in on their journey to becoming a client. Here’s a quick breakdown of where to start:
Facebook and Instagram for Personal Connection
Facebook and Instagram are ideal for coaches, as they allow for in-depth engagement through comments and messages. These platforms are great for reaching people in the earlier stages of their journey—those who might just be exploring coaching options. Instagram Stories or Reels can be particularly effective for short, punchy videos.
LinkedIn for Business Coaching and Professional Niches
If your coaching services are aimed at professionals—such as executive coaching, career coaching, or leadership development—LinkedIn is a prime choice. LinkedIn users are already career-focused and open to content related to professional growth, making it an ideal place to connect.
YouTube for Long-Form Engagement
For coaches who enjoy teaching or storytelling, YouTube is perfect. Here, you can go deeper, providing longer videos that establish your authority and give prospective clients a sense of what it would be like to work with you.
Google Ads for Search-Driven Coaching Niches
If you coach in areas with high search intent—such as health, financial, or career coaching—consider using Google Ads. By targeting keywords related to your expertise, you can appear at the top of search results for people actively seeking a solution.
5. Create Content that Aligns with the Client Journey
People often go through a few stages before committing to a coaching relationship, and your video ads should cater to these stages: Awareness, Consideration, and Decision.
Awareness Stage: Problem Identification
Here, you’re helping potential clients recognize the challenges they face. Create content that speaks to their struggles. For instance, if you’re a health coach, an Awareness video might address common frustrations like low energy or lack of motivation.
Consideration Stage: Solution Exploration
Once viewers are aware of the problem, they’re ready to explore solutions. Your ad should emphasize how your coaching approach provides a unique path forward. Sharing testimonials or client case studies can work well here to build trust and demonstrate results.
Decision Stage: The Call to Action
Finally, in the Decision stage, a clear call to action (CTA) is essential. Whether it’s “Book a Free Discovery Call” or “Join My Coaching Program,” make sure the next steps are easy to understand and follow. A compelling CTA can convert curiosity into a committed action.
6. Emphasize Quality and Production Value
When it comes to video ads, quality matters. Think of your ad as a virtual first impression—blurry visuals, poor audio, or an unsteady camera can immediately turn people off. While you don’t need a Hollywood production, investing in decent lighting, clear audio, and a stable camera can elevate your video’s professionalism. For smartphone users, simple upgrades like a tripod and clip-on microphone can make a big difference.
7. Include a Strong Call to Action (CTA)
The end of your video should always tell viewers what to do next. Your CTA is your chance to convert interest into action, so make it crystal clear and inviting. Examples of effective CTAs include:
“Schedule Your Free Consultation Today”
“Watch a Full Success Story”
“Start Your Transformation Journey Now”
8. Use Retargeting to Stay Top of Mind
Not everyone who watches your video will become a client right away. Retargeting allows you to re-engage people who’ve shown interest, giving them gentle reminders and opportunities to learn more. For example, someone who watches 50% of your introductory video ad might later see a retargeted ad inviting them to book a free consultation.
Retargeting works because it creates familiarity, which is key in a coaching relationship. When viewers see you repeatedly, they’re more likely to feel connected and trust that you’re an expert who can genuinely help.
9. Analyze, Tweak, and Improve Based on Performance
Last but not least, keep an eye on how your ads perform. Platforms like Facebook and Google provide insights on metrics like watch time, click-through rates, and conversions. Use these insights to refine your content and test different approaches. Maybe your audience prefers shorter videos, or perhaps they’re more responsive to ads with testimonials than educational content. Continuous analysis allows you to adapt and optimize over time.
Ready to Get Started?
Creating effective video ads takes effort and strategy, but when done right, they can become a major driver in attracting coaching clients and building trust. And if you’d rather focus on what you do best—coaching—while leaving the video ad management to professionals, Concept Allies is here to help. We specialize in performance marketing for coaches and consultants, from creating powerful ads to optimizing them for conversions. Reach out to us to start turning video views into lasting coaching relationships.
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