How important is video marketing_ We ask the experts

In our most recent podcast, we interview G. the Creative Director at B.Co Agency.

With over 11+ years in design and creative visuals, I have been able to study and learn the creative industry and the impact of having proper marketing tools. With my role as the Producer and Creative Director at B.Co Agency, it is my mission to continue to study, learn and produce for companies big and small to help their clients take action! My goal is to produce visual tools that can exponentially grow the company’s byways of video marketing.

 

Well, we have, as you all know, we talk about videos a lot and how important they are to your digital marketing strategy, especially after our wonderful year of 2020. I think people really realized how important they are and you have to have them. So we brought G on, we have some questions we’re gonna ask him today.

Tell us a little bit about you and your business – 

 My name is G, it’s short for Gagan. I have been in the creative industry for over… I wanna say 11 plus years now, and my background has been graphics and web design. But seeing how marketing was going and where my team was building, we started a video production company. And I’ve been in that industry for going on six years now. We just had our fifth year anniversary last month. So yeah, my company’s name is B.Co Creative Agency. And yeah, we do story-based advertising, we do a lot of commercial work, we do YouTube, Vimeo. We do videos for tech companies, we do videos for sports companies. We do… A huge range of our clients, but primarily focused on the tech world, on healthcare and startups and things of that nature. So yeah, that’s us.

Why is video so important to a client’s digital marketing strategy?

My personal philosophy and B.Co’s personal philosophy are always in four parts, in how I kind of break it down. And we’ve turned a lot of our clients away because they don’t have these four elements before they work with us. And those four elements are branding, website, content creation, and advertising. We kind of build that marketing house with our partners that we have, but those things are essential for the success of our clients. So branding, which… Branding and website are absolutely foundational, so if our clients do not have that, we actually partner with other marketing agencies such as yourself to handle that part of it. So without good branding and a good website, your content creation, which is where we play in the marketing world of video, that video cannot go as far without the proper foundational elements when it comes to marketing. So with that in mind, you’re doing yourself an injustice if you don’t have the proper content strategy. And the video is the most efficient and easiest to consume, the easiest to consume marketing tool out there to reach your clients.

Video is more important than having reading materials or photos, and it’s still the most effective way to market your audience to understand your messaging. And I believe it was Hootsuite who put out a stat from last year stating a survey that said about 70% of consumers would rather watch a video about your product. So to answer your question, if you’re trying to reach your audience in the most effective way then a video is absolutely, enormously important.

Yes, definitely. I liked how you start with the foundation because a lot of people jump in, they don’t have that strategy behind it, and they wanna create a video. With that one video, they want 50,000 views overnight, and it’s just not gonna happen. Unless you have a million dollars to spend on ads, and even then it may not happen.

How often should you update your videos on your website? 

This is actually a really hard question to answer. Probably the right answer is, it depends, but I know people probably don’t like hearing that. Because it’s so specific to your industry and whatever campaigns you have out, you know what time of year you’ve been posting things, right? It depends also on what type of videos are on your website and where exactly. For example, an intro video about your company might last longer than say your fall collection of your clothing line would. There’s a time limit on it. I would say, as a blanket statement, you should update your videos on your site as often as you can or need to. I personally do not believe in evergreen content, even though some… Again, some videos might last longer than others.

The questions to that question I would ask are, are your clients changing, are your client’s interests changing, are your audiences consuming the same video over and over again and not seeing… Or you are seeing a drop in a wash rate or conversion? If you answered yes to any of those questions, then the answer is probably it’s time to update your video and your marketing agency or your marketing experts that you trust should have access to your analytics and they should be able to tell you when time is due for a new video.

 Is it okay to record your own videos for social media use? Do you think there’s a difference between video quality on social media and website? 

Generally speaking… I actually get this question asked a lot. Generally speaking, I believe not only is it okay, but sometimes even needed. Having you record video from your perspective gives you and your company character and personality, but I also believe your customers need to know that you are legitimate and your product or service is worth it, and that’s why you are a professional. So there has to be a mix of the two. The heart of this question usually stems from, do I need a video production company in the first place? Can I do it myself? And my answer to that is usually, “Yeah, try it.” If you need it to be cost-effective, then do it. Equipment is more and more affordable nowadays, but I would also say the majority of businesses or professionals who have come to us usually have tried to film themselves or have worked with less experienced video production companies. And currently, that’s where I’ll leave it at for that question there.

At what point or what types of videos should they really think about hiring a professional company like yourselves? When do you know it’s that time?

When you sent me these questions over, hiring a professional videographer is how you worded it, and I kinda wanted to… Part of it, as I believe I have probably answered this question above as well, but I wanna preface my answer by defining the difference between a professional videographer and a video production company or agency. And a videographer, by definition, is one person, and a videographer is someone who usually operates a camera. But what about an editor? What about a scriptwriter? A lot of people do these things all in one. There are a lot of one-man bands out there that wear a lot of these hats, which is great, and no knock against anyone who is hustling and grinding in that way, but generally those relationships are not long-lasting and because they are usually looking for the next gig or cannot stretch their capacity to make the types of videos or content that you might want out. What’s gonna happen when you have to operate two cameras? What’s gonna happen when you need a faster turnaround and this person has multiple projects asking the same thing?

Think about this. When you see credits to the next show or movie that you watch, granted a lot of businesses are not creating Hollywood blockbusters, but think about how many tasking experts are out there that need to complete this show or movie. There’s a reason why a commercial or show or movie have teams and teams of people. If you’re expecting a videographer to handle 0.01% of those tasks, you are sacrificing something somewhere. 

Whether that be speed, cost, quality, or output, those one-man bands that are producing at a high level are very rare. So the difference in working with a video production company is that you are working with the video team. We are a production company. We hire for specific duties before we ever roll the camera, and they range from director level to editors or animation teams. And we’ve already taken the time to connect with the assets or resources to produce at a high level, or get your message across and connect with your audience. So to answer your question, so when to hire, it is when you have tried it yourself when you have worked with the one-man band, and the message is not coming across as needed or when you need your product or service to be thrown out in a wider net when you are ready to spend advertising dollars. These are just some of the whens you should hire those professionals, but the real answer is as soon as possible. Because most likely your competitors are doing video, 50% of your audience is online daily and 70% of America is online weekly. And those numbers are specifically during the pandemic. Video is becoming more and more of a need rather than a nice to have, due to the ease of access of info, and you want to get your message out there again quickly and in the most effective way.

I think you bring up a great point as far as that team because if anyone has tried to edit their own videos, oh my gosh, it’s painful and that alone is a lot. It’s just as you’re hiring a digital marketing team, it’s not just me at Social Speak. We have a whole team of people that have that special niche in what they do. And so video production is no different, and I think that that sometimes can get people… They can be a little scared to jump into it because as soon as they hear the video, they think of dollar signs. But when you break it down to those videos that they are producing, if it’s able to bring them in patients or clients or customers in their door, then it pays for themselves. I think that’s something that people really need to think of. With video being as big as it is, and it’s not going anywhere, and I think the pandemic really showed that it’s even more important because that’s how people are connecting. If you’ve been putting it off, the time is now to do it.

How do you think that these videos help streamline a company’s brand? 

As you mentioned, we’ve talked about some of the elements already based on the stats that are out there. Again, 50% of your audience is online daily and 70% of America is online weekly. But to streamline, by definition, is to be the most effective and your consumers want an easy way to consume. Whichever company takes it easy or makes it easy, rather, or is more visually engaging or a company is effective in conveying their brand messaging is going to win. And to be quite honest, video can do all of that. To have videos in your strategy, I would say is streamlining your business [chuckle] and your brand itself. To have video is to streamline. To be more effective, to reach your audience, isn’t that what you want to do?

Yes. It really adds that, again, going back to that question, one of the foundations. You have your website, you have your social media. You start with your logo and your brand colors and all of that and then add the video into the mix, it really allows your brand to step outside the box and just live its fullest potential, adding in these different types of videos.

Right. Absolutely. Actually, this is one point I wanted to go back on. You mentioned dollar signs in the previous question.

My immediate thought process was also, what is the opportunity cost of not having video? Again, those competitors are out there doing it and going back to streamlining, those things go hand-in-hand. You wanna get, again, your message out and show the product or service that you have to the world. That is the most effective way and if you’re not doing that, then you’re missing out on something there.

How has the pandemic affected the filming process and is it something that businesses need to worry about? 

This definitely is a topical question, obviously. The film industry has taken a hit because filming is such an art form that it thrives off collaboration. The fact that you have to gather and film, the pandemic has made filming obviously very difficult. And we were stuck in that same wave early last year as well. And I was lucky enough to have partners who had specific insight early on the pandemic which led us to think about how to counter that. We have certain protocols now that help us gather and film, but what inspired us to make these protocols were actually Apple. They were continuing their famous keynotes but converted to videos instead of having live audiences attend. People who know me personally, I’m a huge fan of Apple, so, of course, I watched their pandemic presentation, their latest, greatest releases. But what intrigued me was their end credits which also specified how they filmed their pandemic keynotes.

I looked at those and thought of those precautions that they took. To be quite honest, they’re not hard or difficult to execute. So our protocols essentially became the same as Apple’s. We took those and the ordinances that were made by our county in Santa Clara and our industry, and merged those with those of Apple’s. And out came B.Co’s protocols. So I guess my final advice would be, when you are looking to hire a video professional or a production team, to be safe is, ask for their safety protocols. The last thing you want is your marketing efforts to kinda lead to health problems [chuckle] which that obviously is not what you want there. So there are plenty of other high-stress situations specifically that comes to marketing, but COVID should definitely not be one of them.

As people are recording and doing their own videos, I know the iPhones are of great quality, we use Zoom a lot for our interviews. What types of tools or tips can you give people that are recording on their own?

This goes actually not even to people who are doing it themselves but even the camera operators or directors that are coming up, is focus less on the equipment that you have and focus more on the story that you’re trying to tell. Because, as you mentioned, literally every camera phone that’s out there has a great and amazing camera on it. So it’s hard to mess up on the camera, the lenses that you have at your disposal. The only thing, if it does come to equipment and it does come to what it looks like in front of the lens, is definitely focused more on the lighting aspect of it. If something is less lit, then it’s just harder and less appealing. You want something that is either dramatically lit or well lit. Generally, those, from what I have experienced, go further as far as likes go on your Instagram. I think there was another stat by Hootsuite that said people are more likely to like a clearer, more well-lit picture versus the opposite. So focus on the story and make sure you have good lighting and yeah, use your phone. Absolutely.

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How Important is Video Marketing

How Important is Video marketing for Your Mental Health PracticeHow Important is Video marketing for Your Health and Wellness Practice

How Important is Video marketing for Your Family Medicine Practice

5 Reasons Why Healthcare Professionals Should Embrace Video Marketing

Video isn’t usually the first thing that professionals turn to when creating content for their marketing campaign. After all, creating a polished, well-executed video takes forever.

Video may seem like a complicated enterprise at its surface, but it provides a good return on investment. With the popularity of video at an all-time high, it’s not surprising why more and more healthcare professionals are adding video content to their healthcare marketing mix.

Here are 5 reasons why you should be getting on board with video marketing.

Internet users love watching videos

In a world of infinite content, where millions of contents are being published on a daily basis, capturing the attention of your audience is a challenge. If you want to capture the attention of your target audience, then you need to provide them with content they actually want to engage with.

Video is becoming the preferred way of consuming content online. In the fast-paced world, we live in, most people would rather watch a 2-minute video than spend 10 to 15 minutes reading the same information. They communicate more in sight, sound, and feelings than words or images alone. Plus, they deliver messages more effectively in a shorter amount of time.

Video encourages social shares

As visual species, humans find videos more interesting and more engaging than any other type of content out there. People watch a lot of videos and share them with their family and friends.

According to Small Business Trends, social videos generate 1200% more shares than text and images combined. Social sharing is the equivalent of word of mouth. When people share your content, your chances of getting in front of potential patients increases exponentially.

Make sure that your videos are not only interesting and engaging, they should also be evergreen. This way, you can share it across multiple channels more than once and continue reaping the benefits.

Easy to digest format

Let’s face it. Explaining a medical condition and procedure to an average patient is not an easy task. There are a lot of technical jargon, complicated processes, and scary surgical tools.

A video is a great tool for learning. It is easier to consume and understand than a verbal or written explanation. Plus, it gives people a real-life picture of what’s going on. Sharing videos that detail the procedure is a great way to explain how a procedure works. It can also help alleviate a patient’s fear.

You can also use videos to teach patients how to prevent or alleviate a specific concern. For instance, dentists can demonstrate the proper way to use floss. Dermatologists, on the other hand, can share some tips on how to get rid of acne scars or how to layer skincare products.

Search engines love video

You don’t just want to be on Google; you want to be on top of the search engine results page. One way to do this is by incorporating videos to your website.

If there is anyone who loves video more than us, it’s Google. Why? It’s because a greater percentage of people prefer video than text.

Videos can help you rank higher on Google. Studies suggest that websites with high-quality videos are 53 times more likely to appear on the first page of Google than those without any video. By adding videos on both your website and Youtube, your chances of showing up in search engines will increase significantly. If you promote your videos on your social media, your visibility will go through the roof.

If video isn’t a part of your healthcare marketing strategy already, then you’re missing out on an incredibly powerful opportunity to be found by prospective patients.

Videos evoke emotion

Stories make for better marketing because they elicit emotion. But with the infinite content online combined with people’s short attention span, you need to be able to cut through the noise in order to gain traction and capture the attention of your audience. This is where videos come in handy.

Videos are a great tool for storytelling because they elicit strong emotional responses. As physicians, you’re not merely offering your services to the public. Rather, you want them to envision themselves spending more years with their family – healthy and pain-free – after visiting your office.

Personal stories from satisfied patients are one of the best ways to promote your practice. Use visuals and sounds to convey the message you want to share through your story. Remember, storytelling is far more effective than a sales pitch.

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5 Reasons Why Healthcare Professionals Should Embrace Video Marketing

5 Reasons Why Healthcare Professionals Should Embrace Video Marketing 5 Reasons Why Healthcare Professionals Should Embrace Video Marketing

Why Video Marketing is Such an Important Piece of Your Online Strategy

Video marketing is such an important piece of your digital marketing strategy. In today’s marketing world people want to be able to connect with their healthcare providers and know who they are.

Gone are the days of making extravagant videos, going WAY over budget, having a studio, etc. Let’s get back to the basics, being authentic in the videos, recording on smartphones or newer computers with good quality.   Videos are such an easy way to be able to connect with your audience on a deeper level.

00:01 Amber Irwin: Hello and welcome to the Social Speak Network Podcast. I am your host  Amber Irwin, and today’s topic is all about video marketing. Video marketing is such an important piece of your online digital marketing strategy, and this is a question we can asked by our clients all the time: Should I be doing video? And the answer is yes, it’s very simple, yes. So, it’s one of those things where, because digital marketing has grown so much, people really wanna be able to see who you are, to feel like they know you, and get a sense of how the office runs, especially in the healthcare industry. You have to think of that patient journey, what they are struggling with, what  they’re going through, why they may be reaching out to you for your services, whether it’s  chiropractic, acupuncture, ob/GYN, medical issues, life­threatening diseases, cancer, all these  different things, you have to think of what they’re going through.

01:14 AI: And even though there’s a ton of content online to read, and they can call the office, if  they can see videos, and they can see the doctors, and they can see the front desk and the staff at the front desk, and they can see the nurses, it helps build that gap when they are reaching out for a  healthcare provider. And they feel like they know, like, and trust you, which are the three main factors in marketing: People need to know, like, and trust you in order to do business with you. 01:50 AI: So a few stats here on a study had shown 80% of online visitors will watch a video, while only 20% will completely read a piece of written content. So if getting your audience engaged and fully immersed in your healthcare­related information is important to you, then so should video. As stats show, your audience is more likely to consume your content to its full capacity when there’s a  video involved. This is also something, you have to think of the healthcare industry when you are explaining, maybe it’s symptoms, or a process, a procedure. When they can hear it straight from the doctor’s mouth, that builds that trust. They’re able to really know what the doctor and the staff, that they know what they’re talking about. And there are so many different tools out there that make video marketing so easy. There’s a reason or a process to everything and having a professional videographer come in for a commercial shoot, maybe a video on the website, that’s really important. I am not discrediting that at all; that is something that’s really important to have. And it’s really easy to do your videos in­house for your daily tips, your blogs, even your YouTube videos. So it’s not a  huge cost item any more either.

03:25 AI: So a couple of tools I wanted to share with you. Two tools that we use for screen sharing.  So this is really good if a doctor puts together maybe a PowerPoint, or has images they wanna share, diagrams. If you wanna walk through a process, you can have it just on your computer, and you can share your screen, and you can go through that presentation or… And the one thing… So the tool that we use a lot is called Zoom, Z­O­O­M. And this allows you to do video recording such as this, and it gives us the video file and the audio file, which serves two purposes. Obviously, the video is great for the website, for YouTube and your social media marketing. And the audio file is great for podcasts, and that’s exactly what we do. There’s no point in recreating that wheel when you can use one piece of information for multiple purposes. 04:24 AI: And the other one is Loom, L­O­O­M, and that works the same way as Zoom does.

I know, Zoom and Loom, it can get a little bit more confusing. But those are two great screen share  10/08/19  Page 2 of 6 Video Marketing Tips options. And the other two that we like to use… These are more for those cute, fun videos to throw into social media if you have… Maybe a great one would be if you have a new staff member coming on. This is where you take pictures of them, maybe it’s them in the office, a couple of pictures of their personal life. And you can make a cute video, I use Animoto and Ripl, and these are both…  There’s free versions and paid versions, I would do the paid version, just so you don’t have their logo on it, and you can actually add your logo, and add text to it, they’re not expensive at all. So those are two videos that have fun little templates, holiday theme if you wanna have a little office video that says Happy Holidays. You can do little snippets of videos and images together and then they put it together into a video format.

05:41 AI: So those are what we call more of the fluff posts for social media, but they’re videos that people like to see. You can do fun facts, so you can do facts around a certain topic in an Animoto video and share it, you can ask questions. So videos don’t need to be complicated, if you have a  Mac, you can just use QuickTime Player and record yourself. Again, if you’re gonna do that, I  would highly recommend using Zoom because you do get that audio file and the video file. And if  you use your phone, you can use your iPhone or Android as well, If I’m recording a video for social  media and I also want it to go onto YouTube, I will have my Zoom screen up, and then I also then  would have my phone vertical recording as well, so I can use that for Instagram Stories and  Facebook.

06:45 AI: I know it sounds complicated, and a lot of times it’s just getting used to being in front of the camera. Having those bullet points of what you wanna talk about. I have my bullet points right here with some stats written down that I will go into. I have another screen pulled up so I know what those bullet points are that I wanna cover. And so it’s really figuring out that system for you.  Some people write full-on strips and tape them up. So you have to find that system that works for you, you don’t have a choice anymore in digital marketing, you have to be doing videos. And the more videos you do, the better.

07:27 AI: So you wanna think of… Where I would start with this video marketing strategy is thinking of; what are your clients or your patients asking you? What questions are they coming to you with, and how can you address those? What are those hot topics in your industry? Is it around vaping, opioids, vitamins? Is it working out, is it diet? Diet’s a big piece, and food ties into every type of healthcare, doctor, industry, everything out there. So are your clients asking you how to eat better? Are they asking you what they can do to improve the quality of their life? And so start paying attention to what are they asking you, and then start doing videos around that.

08:19 AI: And your videos, start with small things, maybe it’s just one question. Keep it short,  simple, and to the point. So less than three minutes is great. If you’re doing a presentation, you’re explaining diagrams, or you’re teaching them something, then I will go up to 10 minutes. Keep in mind that the… If you’re posting it onto Instagram, it can’t be more than 10 minutes for Instagram  TV. And you also have to think of, what are you talking about that you wanna be able to keep their attention. So their attention span is gonna be shorter, too, so you wanna make sure that that video is giving them a lot of details, a lot of valuable information that they wanna keep watching it.

09:07 AI: 83% of marketers believe that video is growing in importance. Duh. It is so important.  We have to be doing it. 53% of customers engage with a brand or a business after watching a video  10/08/19  Page 3 of 6 Video Marketing Tips on social media. Your audience is cyber­stalking you, which sounds horrible, but they are doing their research. They are looking at multiple different healthcare practices, from who they are, where they’re at, what their expertise is, what are they talking about on social media, are they being consistent with social media, do they have the videos? Is their website user­friendly? And we talked about that user experience, that digital experience for your patients, for your audience, is that an easy process? So even if you do an intro video on your website, like welcome to our website, here’s  where you need to go to book your appointment, here’s where our expertise are, it’s really important  to make sure that you have these videos and you make that experience as simple as possible for  your audience. So video marketing, you just gotta get in there, you gotta get in front of the camera.  You’re gonna have 10 takes before it’s perfect, and that’s okay, and keep going.

10:29 AI: So then my next question I get is, “Well, what about editing? Do you edit your videos?  And if so, what software do you use to edit your videos? I’m usually the type of person that I wanna get it done in one take. I don’t wanna have to stop and splice it together. I like to have my points, get it done in one take, and that may take me three or four times, but I’m not editing a lot. So in your  first couple of videos, you may have it at the beginning where there’s a pause and then you say, “Hi!”  Or in the end, you pause and then you talk again. So some simple editing, beginning and ending. If you have a Mac, you can use iMovie, if you have a PC you can use the Movie Maker, that does a  good job. You can use Adobe Premiere Clip. And also YouTube does have some video editing tools in there, and they work great, so you can edit a beginning. So again, if there’s that pause in the beginning or a pause at the end, you can use that.

11:44 AI: Sometimes you wanna add a beginning that… An intro, you can do that in Movie Maker or iMovie. There’s a ton of different video editing software out there. And again, we like to keep it as simple as possible, so find the one that works best for you. As I said, YouTube, iMovie, or  Movie Maker for those beginning, pieces is a great idea just to get used to it and then if you wanna add more effects or different things to it, you can start doing some more research and looking at  Adobe Premiere Clip and other video editing software.

12:22 AI: So start by, again, listening to your patients, what are they asking, what are those hot topics that people are talking about in your industry? Do some research on your competitors: Are they doing videos? What are they talking about? Looking at other videos, just YouTubing videos on those topics, those keywords that you’re thinking about, seeing how many views they have.  And once you take your video and you upload it to YouTube, think that SEO, think those keywords, what would they be typing in to find this video? In your description, make sure that you have a link back to your website, so if you’re talking about a treatment or a condition that… Or even a blog post, tie it back to a link on your website, so there’s that call to action.

13:14 AI: So it’s really important, you’ve gotta think about this as another process in your marketing. So you find your bullet points for your video, you record your video, you upload it to  YouTube, and you share it with social media. Once the video’s on YouTube, you can take that video and insert it to your blog posts as well. Videos are a great addition to add to your blog posts. And so we usually will write a blog post and then do a video, so we’re touching both parts. People can watch a video and then they can read the blog. And so the blog is great for SEO, the video is great for our audience. So finding that balance, and start doing some videos, and just get it in the habit,  whether you’re doing one per week to start, and then start moving it up to maybe two per week. 10/08/19  Page 4 of 6 Video Marketing Tips 14:07 AI: And then what is the point of that video? Again, is it an FAQ, is it a treatment condition,  is it a blog post? And then what’s a call to action for each video? And our call to action for our podcasts is to be sure to go to Podbean or iTunes and subscribe to our podcast so you can listen to all these amazing tips that we’re sharing with you. And also if you are struggling with that video strategy, head on over to socialspeaknetwork.com and request a free 30­minute consultation, and we can walk through this video strategy with you.

14:44 AI: So I look forward to seeing your videos. Please drop a link below to your YouTube channel, we would love to take a look at them, and get a recording. Have a great day.

How to Create a Strong Video Marketing Strategy

I’m sure you have heard the craze around video marketing, right?

It’s 2019 people! At this point in the digital marketing game, you HAVE to implement video marketing! And I am not talking about the cheesy videos, or you hiding behind a presentation and just having your voice being heard. I am talking about getting your face in front of the camera and really connecting with your audience.

The Number one Trend for 2019 in the social media marketing world was building an authentic brand, allowing your patients to see behind the scenes, and really know, like, and trust you.

Video marketing allows you to build patient loyalty and keeps you top of mind, by using video your fans can share your videos and are more likely to refer you to family and friends because they have a deeper connection with you and your office.

Why is Video Marketing SO Important?

I totally get the fear of video marketing, we have been in business for over 10 years, and it wasn’t until March of 2018 that we started implementing videos into our own plan.

It was something we ALWAYS recommended our clients did, but not something we DID for our own business! Funny how that works, huh?

You don’t need to have a studio, expensive equipment, or celebrities, you would be amazed at what you can do with the technology you probably already have, like iPhone, or smartphones, a digital HD camera, etc.

This rock can hold people up and get in their heads, it then becomes an excuse, I don’t have a fancy studio, backdrops, big lights, huge camera, etc. therefore I can’t produce a good video.

We will discuss this process below.

Before we jump into the 5 steps for a video marketing strategy, I wanted to give you a few stats from our friends over at HubSpot.

In their words – “Video has absolutely dominated social. According to a recent HubSpot Research report, four of the top six channels on which global consumers watch video are social channels. In addition, a Facebook executive recently predicted that the platform will be all video in less than five years.”

“According to a report from HubSpot Research, more than 50% of consumers want to see videos from brands … more than any other type of content.”

Video is useful for more than entertainment, too. Video on landing pages is capable of increasing conversion rates by 80%, and the mere mention of the word “video” in your email subject line increases open rates by 19%. 90% of customers also say videos help them make buying decisions.

So, let’s dive into the top 5 steps to have a clear video marketing strategy.

Step 1Find your Target Audience

A great place to start with this task is your current patient list, who are you currently serving?

A few questions to ask yourself:

  • Who is my ideal patient?
  • What are they visiting my office for?
  • What problem or pain points do I help them with?
  • Where are they located?
  • What is their lifestyle like?
  • What can you offer them for free to help with a pain point?

Having a clear understanding of WHO your target market is and WHY you want to work with them is key!

Look at your current patient list and think of all your favorite patients, why are they your favorite, what do you like most about them, and what is their living situation like?

You want to attract the right patients into your clinic, right?

Patients who:

  • Value your services and team
  • Pay you on time or have good health insurance to cover the bill
  • Respect your time
  • Loyalty – Patients that are going to stick with you and brag about you to everyone they know!

Step 2Have a plan

Imagine that! In order to have your video marketing working FOR YOU, you need to write out a clear plan. Now that you understand who your target market is, it’s important to create the videos that are going to connect with them.

There are many different types of videos you can produce:

  • Brand videos
  • Events
  • Interviews with patients or colleagues
  • How To’s
  • Animation videos
  • Case Studies
  • Testimonials
  • Facebook or Instagram LIVE
  • Personalized messages
  • Promotional or exclusive offers
  • Product launch
  • Behind the scenes
  • Tips & Tricks
  • National Observance Days 

The best way to organize your video marketing strategy is to implement it into the content calendar we have shared before LINK HERE I would create a new tab for your video marketing, then on the main calendar tab 1, you want to be sure you know when you are sharing those videos and to what platforms.

Step 3 – Figuring out the tactics and techy stuff

Once you lay out your video marketing topics, then you want to figure out what videos should go on what social media platforms.

As I said in the beginning, you don’t need fancy equipment or a fancy studio in order to produce a good video. These videos are more about building long-lasting relationships with your patients. Building brand loyalty.

We are not talking about a commercial we are talking about 1-3 minute videos. Some of your videos if you are showing a “How To” or interview, those may be longer. Just keep in mind your goal for each video.

What is that videos purpose?

A few things to think of before you hit record are:

  • Do you need to write out a script or have bullet points? I like to write down the bullet points for each video and what the length should be. When I put a script in front of me I get really nervous, I like to wing it in a way! But. you have to find the best process for you.
  • Picking the right place – setting the stage. You don’t need to have a fancy studio, but if you pick a spot in your home or office that has good natural light, good sound, that will make a difference. Thinking of doing videos during the day with the natural light, rather than in the evening when it can be darker inside.
  • Recording Process – How are you going to record the video? Here are a few options
    • Mac – Quicktime player
    • Zoom – Screen share option
    • iPhone or smartphone
    • Computer Camera (Make sure quality is good)
    • HD camera
    • Microphone – you can use your headset or external mic if needed
  • Editing
  • Publishing

It may seem like a lot, but see where your team/staff can come in handy and where you may need to outsource a few things.

Be sure to time block for the recording process and the wrap-up (Editing, publishing, thumbnail, etc.)

Step 4: Uploading Your Video

Now, that you have the video recorded and ready to show the world, there are a few steps you will need to take to upload your video correctly.

When you are creating a video it may have a certain purpose, most videos should go onto YouTube regardless, but you may make one specifically for Facebook or Instagram. If that is the case you can upload them directly to those platforms.

YouTube is owned by Google and the 2nd highest trafficked website, they have over a billion users and people are recorded to watch more than 500 million hours of video daily! This number is growing each and every day. So, yeah your videos should always be uploaded to YouTube in addition to social media platforms!

To upload to YouTube:

  • You will want to make sure you have a YouTube channel set up.
  • Then you can click upload video
  • Find the video on your computer
  • Have a good SEO friendly title
  • Write a description with call-to-action and link to your website
  • Create a playlist to keep videos organized
  • Add tags – keep them SEO friendly
  • Then upload a Thumbnail image (Create in Canva)
  • Once a video is uploaded to YouTube it gives you a link where you can share to Facebook, LinkedIn, Twitter, and Pinterest, it also gives you an HTML code that is how you can put that video onto your website or into a blog.

*** BONUS – Download TubeBuddy TubeBuddy is a browser extension which adds a layer of amazing functionality right on top of YouTube’s website. They help with finding the right tag words and making your video as searchable as possible!

The other thing to think of if you are planning on doing a lot of videos . . . which you will be is where do you want to store your videos? They end up taking up a lot of space on your computer. Look into Vimeo, Dropbox, Zoom, iCloud, etc.

Step 5: Track your results and analyze

One thing I love about doing videos is being able to monitor the results, the views, the comments, the shares, etc. It makes me feel like people are really interested in what I have to say HA!

Just because you do one video doesn’t mean you will get a million views, some of the videos we have done haven’t gotten any views.

It’s important to track these results and find out why, was it a poor title or description, are people not really searching for that?

Remember each video should be addressing your target market and sometimes your messaging needs to be fine-tuned. This is why the planning piece is so crucial because you want to hit the pain points your audience is searching for.

Ways to monitor ROI from video marketing:

  • Google Analytics
  • Your YouTube channel stats – check views on each video, comments, likes, etc.
  • Total views
  • Clickthrough rate, this would be for email sign-up or on social media
  • A conversation started through landing pages or on website
  • Social Media
    • Likes
    • Comments
    • Shares and retweets

I would look at your video marketing each month, at the end of each month analyze each video and collect your data. Make notes of what videos got the most ROI and see how you can create more videos around that topic, then the videos that didn’t do as well, look at the title and description, can it be edited or does the video need to be redone?

What happens if you have high views but little or no engagement? Maybe you do not have a clear call-to-action in the video, ask a question at the end to start the conversations.

Pay attention to the numbers and the platforms you are getting the most engagement.

In conclusion, as you can see it is important to have a plan and logic behind your videos, to make sure each video you make is serving a purpose. I wanted to end this blog with some free tools that can further assist with your video marketing strategy, a few of them I have already mentioned in the blog.

Free Tools to Use for youTube:

  1. BuzzSumo – Analyze what content performs best for any topic or competitor. Find the key influencers to promote your content.
  2. Canva – Allows you to create the correct size Thumbnails for your videos
  3. TubeBuddy – Free browser extension that integrates directly into YouTube to help you run your channel with ease.
  4. Scheduling Tools like CoSchedule, Buffer, or Hootsuite 

I would love to hear your success stories with how video marketing has been a successful marketing tool to grow your business.

How to Create a Strong Video Marketing Strategy Blog Post

With Search Engine Optimization becoming more and more difficult as competition continues to emerge, your business can set itself apart by Podcasting and Video Marketing.

4 Reasons Why Your Business Needs to be Podcasting

Podcasts are a powerful marketing tool. Over the years, it has garnered immense popularity, with more and more businesses discovering how it can benefit their company. If you still haven’t incorporated podcasting into your marketing campaign, then you’re losing out on a lot of business opportunities.

Here are 4 reasons why your business needs to be podcasting.

Brand awareness

As mentioned above, podcasting is a powerful marketing tool. It can help you reach new audience, drive traffic to your site, and even build a community. By broadcasting podcasts regularly, it will help develop your company’s brand to make it a household name.

Simplicity

A lot of people are put off by the seemingly confusing technical aspects of recording a podcast. Producing a podcast is not as complicated as what most people think. You do not need a lot of money either to start a podcast.

To start, all you need is a microphone, a headset, a recording device, and editing software. A good wifi connection is also important for uploading the files.

Easy to consume

Humans have a very short attention span. In fact, an average person has an average attention span of 8 seconds. If you want to get your message across, then you need to make it easier for your audience to consume and understand what you’re trying to say. Podcasts can help you do that.

A 1,500-word article may provide your audience the information they need. However, not everyone will have the patience to read through the entire article. With podcasts, you can convey the message in a more interactive way. Plus, people can listen to podcasts during their commute or while doing other things at work or at home.

Build better relationship with your audience

Podcasts provides a more personal way of getting information. Instead of just reading content on your blog or email, they get to hear your voice through podcasts. This makes your brand more personable. Overtime, people will be more familiar of your voice and presentation style.

Building a relationship with your audience helps in building trust. Once you gain their trust, it would be easier for you to turn them into paying customers. After all, people are more likely to buy something from someone they trust.

4 Reasons Why Your Business Should Use Video Marketing

The use of video in content marketing is on the rise. A lot of businesses are centering their marketing strategies on videos to present content in a more personal, compelling way.

Here are 4 reasons why your business should use video marketing.

Capture the attention of people

Among the different types of content, video content seem to be the most effective in capturing people’s attention. With the sheer amount of new content being published on a daily basis, it can be difficult to cut through the noise. For some people, reading a long blog post can be boring. In an age of short attention span, video makes it easier for time-constrained viewers to consume and digest complex content in a shorter amount of time. If you want to capture the attention of your target audience, try creating more videos.

Higher engagement

According to a study that was conducted by Moz, videos get a lot more engagement as compared to other types of content such plain text posts or photos. In the said study, they revealed that posts with videos receive nearly 300% more inbound links.

There are numerous types of videos that you can use for your business. You can create demonstrations, animated explainer videos or how-to videos. You may also compile photos and videos from people who use your products and use it to promote your products. No matter what video you choose, make sure that the videos you create are congruent with your overall style and ethos of your brand.

Improve SEO

Contrary to what most people think, Google doesn’t just use text-based content to assess the relevancy of your web page to a specific keyword. It also takes into account other types of content you use, including photos, videos, and a combination of text and photos.

For best results, we suggest that you include a transcript of your video. Not only will it be beneficial for your audience; it can also help search engines to understand the relevancy of the video. Also, don’t forget to include the keywords in your video’s meta tags.

Video is mobile-friendly

Most people do almost everything on their smartphone. They use it to communicate with their family, friends, and colleagues, research information, schedule meetings, and even order a pizza. Almost half of the adult population say they can’t live without their smartphones.

In today’s digital world, videos can easily be accessed with a click of a button. By incorporating videos to your marketing strategy, you get to communicate your desired message and encourage your desired action.

video marketing getting started

This guide from Animoto breaks things down to show you how easily (and quickly) you can get started with video.

Intimidated by video marketing? Animoto has broken things down so you can easily and confidently start promoting with video.

Download the free guide to learn why video marketing is essential and how to determine your video marketing objectives and goals. You’ll find inspiration for video ideas from 5 real-life businesses, tips for shooting, editing, distribution, and more.

So what types of business videos can you create?

We recommend creating Brand Videos, Expertise Videos, Product Videos, and Ad Hoc Videos.

 

Download Video Marketing Guide

Considering how tight the competition is in the business world, businesses need to find creative ways to establish a deeper, more satisfying relationship with their audience. Creating video content will help you achieve your business goals.

The use of videos in content marketing is on the rise, with over 81% of businesses using it to reach their target audience. Videos encourage social shares and capture a wide audience. It makes it easier for people to consume the content, which is why people love it.

If you are planning to create a video content, then we urge you to read this blog post. Here are some tips for creating an effective video content.

Tell a story

We know you’re doing this to promote your products and increase sale. But if you want to capture the attention of your target audience, we recommend that you do away with the sales speech. Remember, this video will be shown in online platforms, particularly in social media channels. Unlike in television, people have the option to watch the video or to continue scrolling through their feed.  Make sure that the video is centered on the story, not the sale.

Provide excellent content

It is important to keep your audience in mind when creating a video. Your video needs to warrant the time of your audience. Focus on topics that are of interest to them. Find out what they care about. Offer tips, information and advice. You want to educate your audience, but make sure that you do so by providing them with exciting and inspiring videos.

Keep it short

We understand that there are a lot of things you want to tell people about your business, but you wouldn’t want to bore your audience by creating a super long video. Your video should be no longer than 2 minutes. If it’s longer than that, people may not pay attention. The less you say, the more people are going to remember.

When making a video content, focus on one subject at a time. If you want to discuss a few things, then we suggest that you create a separate video for each topic.

 

Creative Ways to Repurpose Content into Something New

Many of you have probably spent a lot of time creating those high quality blog posts. Despite the effort, most of your blog posts are aging like milk, not wine. Now, no one is interested in them because it has been years since you published them. The good news is that you can make your old content valuable and relevant through the process of re-purposing. The key is to spice up each piece of content and making it a bit different than the last.

Repurposing content can be beneficial for your business. It’s a second chance at content promotion. People who weren’t able to read your post will have a chance to read about it. It also ensures that great content is never forgotten. Ultimately, reformatting your content helps you reach a new audience.

In this blog post, we have listed 3 different ways to repurpose old content. Read on and we’ll breathe new life into your existing content.

Write an ebook

One of the best ways to repurpose old content is by turning it into an ebook. While writing an ebook requires a great deal of effort, they are often considered as high-value pieces. There are dozens of tools that can help you design and publish your ebook. Papyrus, for instance, can help you create a beautiful cover page within a few minutes.

You can either distribute it on the Amazon Kindle Store or as a free giveaway for those who would subscribe to your newsletters.

Create a video  

Online videos continue to grow in popularity with web users. A lot of people prefer watching a one-minute video than to read a 1,000 world blog post. Contents that you have previously published to your site can be a great jumping off point for a larger discussion. This allows you to open up a whole new way to connect with others, especially for your audience who prefers content they don’t have to read. You can post your videos on Youtube or Vimeo for maximum exposure.

Create an infographic

People love visual content. You can repurpose your content as an infographic and then share it on social media. Take boring information like statistics or raw data and turn it into an infographic. This is effective because it provides a fun and creative way to present complex information quickly and clearly.

In today’s technological world, visual marketing is becoming a very popular trend. Marketers have begun to use visual marketing to their advantage through social media. Strengthen your business by catching the eye of your consumer with visual content. Below are a list of the most popular social media platforms for visual marketing and how to use it effectively:

Twitter:

What many people don’t know is that Twitter is not limited to 140 characteristics to get a message across. In fact, you can add up to four images in just one tweet, making Twitter a great platform for using visual content. This is a great way to showcase an event or tell a story that would be difficult to do with only one picture. Using an inforgraphic is also a great way to add visuals to the message you’re trying to get across through twitter. Some tools to create infographics are Visualize, Easel.ly, and Piktochart. Videos are also a great way to catch the attention of your consumer. Time-lapse videos in particular are a great way to tell a story or show a product in just a short amount of time. The Hyperlapse app allows you to create time-lapse videos in a simple manner. Once you’re done with your video, you can upload it to Instagram, Twitter, Facebook, and Google+.images

 

Instagram:

With Instagram, it’s more about the quality of your photos than how many you’re posting. With each Instagram, it is crucial to make sure they are capturing your consumers’ eye in a creative way that will make them want to learn more about your business. The 2014 Social Media Marketing Industry Report by the Social Media Examiner found that over time, marketers with more experience prefer Instagram when it comes to visual content marketing. Using hashtags can have a huge impact on your growth. But, knowing the right words to hashtag is crucial in making sure you’re reaching your target market. There are many tools that help you find the perfect hashtags to use. Webstagram helps you find find the most popular hashtags and with the search feature you can find more relevant hashtags to your post. Also, using Populagram can help you find the popular hashtags, filters and people which you can follow to stay on top of Instagram community.

 

Facebook:

Facebook can be used for visual marketing in a variety of ways. What makes Facebook so great is that you aren’t as limited when posting content as you would be on other social media platforms. A great feature of Facebook is that you can upload video directly to your posts. Pat Flynn of Smart Passive Income recently did an experiment comparing views and engagement of natively embedded Facebook video versus embedded YouTube video and he found that Facebook performs better overall. Facebook is also a powerful tool for graphics. You can create a graphic and then upload it to Facebook including the post URL in your caption, or you can share a link directly to Facebook. No matter which way you choose to use it, Facebook is a MUST for businesses who are trying to reach their consumers through visual marketing.

According to a survey done by comScore Inc.,a global digital marketing service, the average Internet user watches about 185 videos each month. This includes advertising videos, personal videos, entertainment and news clips, etc.

Videos are a great way of engaging your audience in a way images and texts alone cannot. By adding video to your marketing campaign, you can give heart and personality to your business, while demonstrating your authenticity. Additionally, video is capable of providing as much as 50% conversion rate.

If you have no idea what type of video you should create, here are a few tips that will help you produce informative and entertaining clips that will also reveal the human side of your business.

Use customer testimonials

Nothing is more compelling than hearing your clients explain how your products or services helped solve their problems or improved their lives. Use this video to help prospective customers see themselves in the stories of these people.

Demonstrate your products or services

Instead of telling your current and potential customers how your business works, it would be best to show them. In other words, take your how-to guides to the next level and bring it to life. Mind you, educated buyers are more likely to make purchases.

Product reviews

The best products reviews usually come from trusted third-party reviewers. These types of videos can be found from various business portals to YouTube. Feel free to partner with reliable third parties and ask them to create products review for your business.

Corporate overview

These videos are mostly considered as the equivalent of company brochures.  Corporate overviews are usually intended to provide your audience a better idea about your company. These types of videos often include the executives, owners, key products and company history.

Visual stories

Visual stories usually include motion graphics, animations and illustrations with a voice-over. Videos of this kind are intended to explain complex products in a simpler and more compelling manner.