Live video
Your next prospecting power tool
A couple of years ago, I wrote about the opportunities that applying video to flight school marketing could create. At the time, video was not in widespread use by flight schools. While most schools had adopted a mostly digital approach to their marketing, few had used video to much effect, and even fewer had tapped its full potential.
Now, many flight school websites feature videos, with content that ranges from school tours to actual ground-school lessons. Some of these vids are professionally produced, featuring slick lighting and special effects, while others are of the home-grown variety, lacking in the production values that create a more corporate image, instead conveying a friendlier, more casual feel. While most of these videos do a good job of imparting information, few are used as prospecting tools; most rely on the viewer to visit the school's website or YouTube channel to get to the video. Unless the prospect actively seeks out the school's site, the marketing message is never delivered.
Live video is changing all that. With live video—usually delivered through a social media platform like Facebook, YouTube, or Instagram—your message can be seen by dramatically more people. Your marketing pitch is actively delivered to viewers who have expressed an interest in aviation or in learning to fly. They don't need to come to you to see your message; you go to them.
Here's the nutshell version of how it all works. I'll use Facebook Live as the example, but similar processes work with the other platforms.
First, establish a reason for creating a live video. Some examples might be to show a student's first solo, or do a Q&A session with prospects, or do a quick school tour—the reasons are endless once your creative juices start flowing.
Once you know what you want to do, do it. Using your computer or mobile device (all you need is a smartphone, tablet, or PC), go to your Facebook page, start a new post, navigate to the “Live” link, respond to a few prompts, give your post a title and a few words of introduction, push the Start button on your device's camera, and go for it (be sure you're in Video mode with the camera facing toward you. You can shoot in portrait or landscape mode, but the video will always be square).
You can make your video as long or as short as you want—there are no rules (well, almost), but Facebook suggests making them at least 10 minutes long. Once you're done, click “Finish” on the screen. Although the live portion of your posting is complete, you can decide to post it to your wall for future viewing, delete it, upload it in HD, or download it to your computer or device. If you choose to post it, your video will appear on your Facebook page for your friends and followers to see. It's like having your own broadcast channel, but all the behind-the-scenes technical stuff has been done for you. You can also limit the people who view your video, or send it only to a pre-built list of followers.
Don't sweat production quality; live videos are expected to be a little rough around the edges (though some are produced in studios with pro lighting and sound). Your audience will appreciate the authenticity, and many prospective flight students are eager to watch a student pilot get out of his/her airplane after their first solo, or see a student interviewed about the fun and challenges of the training experience.
Not all live videos are created equal. Frankly, some are a waste of time and accomplish little to nothing. Here are a few tips to maximize what the social marketing gurus call “audience engagement,” fancy talk for what to do to keep your prospects coming back for more:
- Promote before you shoot. Tell your audience, through emails, phone calls, social media posts, the Goodyear blimp, or any other media outlet that you're going go live. If possible, set a day and time each week to do a live broadcast. Get your audience used to seeing you.
- Have an airplane or aviation art in the background. If you're doing an event, have people walk by; make it look like a happening. Stay away from that Citation that is just starting up, and don't have any music playing too loudly. Noises can be a major distraction. Your words and presence are what's important.
- Time your videos for when people are at home, not at work.
- Invite live feedback. Having people post comments while you're talking can stir the conversation, increase audience involvement and make your posting more useful and fun. Be sure to acknowledge the comments and respond as they come in.
Getting started in live video is simple but, like as with endeavors, getting the most out of it requires a little digging. There are tons of nuances, and perusing the internet for tips and tricks will reveal literally hundreds of articles and blogposts that will help you push your live video marketing to new levels. One last word of advice: Don't make this a one-shot effort. Work live video into your overall marketing program, and do something at least once a week. Get your CFIs involved. Feature your stored videos on your website. Consider starting a YouTube channel. Don't forget to close the deal; invite your audience to call for a demo flight at the end of each video. Make it fun. After all, that's why most people learn to fly in the first place.
William Woodbury is a pilot, flight instructor, marketing communications professional, and freelance writer who lives in California.
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