This blog series was originally part of a presentation and workshop called “Spa Service, Yield Management, Trends & Marketing for 2019.” Our collaborator Jim Croghan at Identity Hospitality delivered the co-created presentation, which was graciously hosted by Tendencia Magazine in Cabo San Lucas, Mexico. Be sure to read Part 1 on Artificial Intelligence and Part 2 on Personalization so you’re all caught up.
Moving forward, marketing strategies need to go beyond YouTube to live video, stories in Facebook and Instagram, and 360-degree content which allows for a more interactive experience.
If you haven’t embraced video, you need to get on this train before you’re left behind at the station. Let’s consider these numbers, which show the importance of incorporating video into your digital marketing strategy in 2019:
- 70% of consumers say that they have shared a brand’s video. (Wyzowl)
- 72% of businesses say video has improved their conversion rate. (Wyzowl)
- 52% of consumers say that watching product videos makes them more confident in online purchase decisions. (Invodo)
- 65% of executives visit the marketer’s website and 39% call a vendor after viewing a video. (Forbes)
- Video on an eCommerce product page increases the order value by at least 50%. (Impact)
Live Video & Social Stories
To see higher engagement rates with your video marketing, you can make a video post or start a live broadcast on Facebook, Instagram or LinkedIn. Research indicates live streaming encourages more audience engagement and retains viewers longer than prerecorded video.
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Live video is gaining popularity, with a large number of businesses using it for interviews, product demos and behind-the-scenes glimpses of events, life in the office, or how stuff is made. Spas can make good use of live videos by doing “look inside” videos. These are especially great for USPs in amenities or services.
Take people around your space with a short Facebook Live video or Instagram stories. Walk around with your phone, give a virtual tour, and introduce them to your staff. For many prospective guests, this can be the deciding factor on whether or not they invest their time and money and entrust their bodies over to you.
With ever-decreasing costs of film equipment and the increasingly high-quality smartphone cameras, many brands and marketers are heading for personalized video messages rather than phone calls or emails, which is called the 1:1 video approach. This 1:1 approach can apply to following-up on an inquiry, offering content, delivering support, simply saying thanks, or practically any application.
These videos can be a creative way to continue a conversation or respond to someone via email or text. Record yourself (or have your marketing team record you) recapping an important appointment or giving personalized recommendations. These videos create a delightful, unique moment for your guests and can drive them further down the purchase journey.
YouTube and other videos are displayed in the search engine results pages (SERPs), so video SEO is becoming much more important – like using text overlays and closed captions, in addition to your description, title and file names. AI can actually transcribe the audio tracks of video with voice recognition to make video searchable. So there’s another task that you now don’t have to do manually.
360° Video (Virtual Tours, Virtual Reality, Virtual Walkthroughs)
The last new trend I mentioned was 360-degree video. The real estate industry has jumped on this bandwagon and data has shown that it helps bring the right buyers through the door of property for sale (as virtual tours reduce the amount of wasted viewings by 40%), properties with a virtual tour included are clicked, on average, 10 times more than those without one, and even sell property virtually to global buyers who haven’t even been to the property before — the 360-degree video tours removed any doubts people had about the space and gave them enough confidence to buy without ever having been there.
360° virtual reality tours (also called virtual walkthroughs, panoramas or panoramic tours) have been proven to significantly increase the bottom line for many businesses. For example, some research shows that hotels who use virtual tours see an average 16% increase in bookings, with a four-week return on investment. Travelers not only prefer a virtual tour, but they are expecting one, and often won’t book a room without gaining access to a tour first.
People doing their research for their spa getaways want to know that their experience is going to be in line with their expectations. 360-degree video helps them eliminate surprises of the not-so-good variety (“oh wow, this vitality pool seemed much larger in photos…”), prepare for every aspect of their visit and of course, get them totally hyped on visiting your amazing spa.
What did you think of where video is headed in 2019? Make sure you come back next week to read our last installment in this series, which covers Micro Moments for spas and hospitality. You’ll learn why, when and how to be a part of these critical touchpoints in your guests’ buying journey.
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