Case Study: Video Editing, Online Marketing, Web & Social Media Management
Strategic Marketing and Video for a Valuable Brand
This is case study of NutritionMGMT.com, an online health transformation business created and owned by serial entrepreneur Noah J. Kingery; top influencer on Instagram in Health & Fitness space.
NutritionMGMT.com
NutritionMGMT offers health transformation services for weight loss or weight gain through custom meal plans and emotional support. Founder Noah is working with Lucas Video since 2018.
SERVICES
↪ Video Editing
↪ Instagram – Social Media Marketing
↪ Business Processes Automation
↪ Branding
↪ Website Management
↪ Email Marketing
↪ Podcasts
Results
Increase in New Users Traffic to Website
Goal Conversions * Google Analytics 2019-2020 stats
Avg Videos Views on Instagram. * 2019-2020 stats
Reduction in Bounce Rate. *Comparing 2019/2020 stats
Project Overview and Challenges
Noah Kingery began NutritionMGMT as a chronicle of his journey on Instagram. As most of the content produced were static images, Noah needed to generate engaging video content in order to attract and engage potential clients for his business.
- Client location: Noah worked from multiple locations around the globe mainly Los Angeles, USA and Bali, Indonesia.
- Content Strategy & Structure: NutritionMGMT needed a clear and strong structure to be able to produce content consistently.
- Prioritised requirement to build a comprehensive business process along with customer journey mapping and marketing automations.
PRO TIP: IFTTT and Zapier Tools played a big role in building business and marketing automations that saved loads of man hours and helped track progress of tasks and campaigns. Both websites connect different applications like Google Drive, Mailchimp even your website to run automated tasks.
The Approach
Strategy & Planning
Target audience research and competition analysis revealed gaps and opportunity for the kind of storytelling that was essential for a health/fitness online business.
Videos as Part of Content Pillars
We decided to create multiple formats of educational and inspirational video content to drive awareness and engagement from fans. Learning from Instagram Story analytics, we were able to drill down to the best types of content the audience likes.
Using smart design and editing, Lucas Video created video content from the available pieces from podcast interviews, talks and client testimonials.
PRO TIP: Subtitles for short videos – add Subtitles or captions to short videos on social media as most users access their feed with the volume off. One of the best FREE tools is Veed.io.
The Solution
Videos for Every Phase of Customer Journey
With the influx of new audience on Instagram following Noah’s own health transformation journey, we planned to strategically use videos to educate and highlight the NutritionMGMT business. With the understanding of target audiences’ behaviour, I edited long form videos into shorter bit-sized clips with various intended goals of the marketing campaigns.
Increasing Audience Engagement & Discovery
Creation of highly engaging video content was imperative to the success of the brand. Using editing along with branded elements and music helped improve the messaging of the videos.
Short form video content is very popular on social media. I designed and created new types for Instagram Story and Carousel Posts as previews to garner curiosity and interest for the full length video or podcast.
Lucas Video also produced Video Ads for placement in Instagram Story and Feeds.
Milestones and Success
The strategic and precision marketing efforts helped NutritionMGMT grow a healthy following on Instagram and consequently usher in active users to the website. The massive video content on the website has proven to increase time spent and goal conversions. Lucas Video is proud and happy for the continued success of Noah’s journey and NutritionMGMT.