2024-02-14  • 34 min

How A Culture Of Video Can Unlock Massive Growth Potential

Endless Customers

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Back in 2021, the folks at made a choice. After a few bad experiences with agencieꦛs, they decided to bring all their marketing in-house. 

This was not a decision made lightly, but it was right in line with company culture — and it shifted the direction 🌃of the business. 

EW is a physical therapy and wellness company based in Alabama. Their team of professional𓃲s provides everything from post-surgery recovery care to strength training.

Over their first 20 years in business, the EW team built an impeccable reputation from great care and top-notch service. (Literally, they do not have a single Google review that’s not 5 stars.)

All the same, growth was slow over those 20 years. They’d get referrals from doctors’ offices and athletic trainers, but that was i🐟t. And while word-of-mouth is a testament to your reputation, it yields slow returns. As one member of the EW team put it: “There's no way to scaꦰle if you're living and dying by word-of-mouth.”

The key to bigger growth, they figured, was video — and they knew they could do video faster and better if❀ they brought it in-house. For one, video was a multiplier. Rather than 1-1 service, a video could allow a single physical therapist to help more people, including people who couldn’t drive in for a visit.&nb🎉sp;

ܫAnd so, EW Motion Therapy made a choice: Bring marketing in-house and make video the centerpieceౠ. 

To do this they needed two things: A videographer and 168极速赛车官网:a coach. 

Finding a videographer among your ranks

The process of bring꧟ing marketing in-house always involves some adaptation. At EW, this meant that Chris, a physical therapist, became the head of marketing and , an IT specialiꦫst, became their videographer. 

While these folks didn’t have much experience in their new roles, they knew EW🧜 in and out: its peღople, its culture, its clientele.

As for coac🐻hes, they chose IMPACT and Zach Basner, an accomplished videographer in his own right. 

As Zach says, videographers don’t need a film school degree and a deep resume. In fact, your videographer doesn't actually need videoꦯ experience. If they’re hungry and quick to learn, they can get up to speed in no time. “If someone’s got🧸 the proper support and they've got the proper direction,” he says, “I think anybody can learn the 💝technical skills."

More impoဣrtant than skills, he saysꦰ, is passion and aptitude, and Noelle had both. 

Before getting started, Noelle was excited and nervous about 🅷taking on the new role."I was very intimidated in the beginning,” she recalls. “But I knew that if I could be taught correctly, I could do whatever I needed to do."

With the support🌠 of her team and the expertise of IMPACT, she was ready to get started.

Using video to answer questions

According to HubSpot, more than nine out of 10 pe🐻ople report .

But for a service-based business like EW Motion Therapy, knowing exactly what kinds of vide💦os people wanted was the first challenge. 

The answer, said Zach, was to list🅠en to their customers.

The EW team knew exactly what questions their patients tended to ask, so they started making videos that answered those questions. They made sure the videos were ea🐷sy to find and easy to follow. 

Thes𒅌e videos provided expert 🍨answers that were hard to find elsewhere:

• What are the best stretches for golfers to prevent injury?
• Why am I struggling with plantar fasciitis?
• Is tendonitis preventing me from getting a good night's sleep?
• Should I be concerned about clicking or popping joints?

Not only were these videos posted on YouTube, they were shared with patients as well. New patients would get “bio videos” to get to know their specialists before an appointment. Ahead of a session, a PT could “assign” a stretching routine. After an appointment, a patient could go hom﷽e with a video that rehashes what they heard from their therapist so they didn’t forget it. 

This is the “culture of vi𒅌deo” that Zach and the IMPACT team 𓂃was trying to instill. 

Once it was fully up and running, Noelle and her team saw just how im🤡pactful this type of content could be: “It's so powerful what we're doing. It ha🍌s completely changed our company."

Going all-in on video

Late last year, the folks at EW Motion Therapy made another bold choice: rather 💟than opening a new location (their seventh!), they decided to build a state-of-the-art video studio instead. 

Considering their trajectory, this made perfect sense. After all, another location in Alabama would only expand their footprint so far. With a studio, the team can crank out content for anyone on YouT🦩ube. They can also live-strꩵeam therapy sessio♛ns to reach homebound and distant patients. 

Zach sees this choice as groundbreaking. "No pioneer says things like 'that might work for you over there, but that doesn't work with us’”, he says. “No, they🦹 say, 'how are we gonna do this?' And that's exactly what EW has done."

With the new studio, theꦑ team suddenly has much bigger horizons. "EW motion therapy is gonna be the Peloton of the physical t🔯herapy space,” says Zach. “You just watch."

Becoming a video-first company

It took EW Motion Therapy 20 years to open four locatওions in the Birmingham, Alabama, area. In the three years since they decided to bring their marketing in house, they’ve opened three more therapy centers.

Now, with the studio, EW Motion 🌼has the ability to help more people than ever before. Video, in Noelle’s view, has a way of conne💜cting people, of building relationships. “That’s what we’re in the business of building: relationships.”

But this all started with a choice. EW Motion Therapy chose to bring its marketing in-house to make more authentic🍃, hel🍨pful content for its audience. Now, a few years later, the team could not imagine going back t𝄹o a agency that provided cookie-cutter solutions. 

As we look to the future, it's clear that video will continue to play a pivotal role in how businesses connect, educate, and 168极速赛车官网:build trust with their clients. When businesses embrace this truth and createꦛ a culture of video, they can utterly change their future.