Video marketing has been growing in popularity over the past few years. It is expected to play a more significant role in business marketing in the coming years.

According to recent studies, video content will account for over 82% of all internet traffic by 2023. It highlights the immense potential that video marketing holds for businesses.

Nowadays, video is no longer a tool for entertainment. It has become a platform for communication and promotion. Businesses are already taking advantage of this growing trend.

Benefits of Video Marketing

Video marketing offers many advantages over traditional forms of advertising. This includes increased visibility, improved accessibility, reduced costs, and greater audience engagement.

Video marketing is an effective and affordable way for businesses to reach potential consumers. Adding videos to your website can improve your search rankings on Google.

Additionally, videos are easier to consume than text-based content. They require less effort to digest and understand the message. As a result, users are more likely to remember the information than if it was presented in text form.

Getting Ahead of the Game

Businesses need to keep up with the latest trends and techniques in video marketing to get ahead of the game in 2023. Here are four tips to help you get started:

Using social media platforms

Social media platforms like Facebook, Instagram, and YouTube offer an excellent opportunity to share and promote video content. By utilizing these platforms, businesses can reach a wider audience and engage with their customers on a more personal level.

Utilizing video marketing on social media requires crafting an engaging story that speaks to your audience. Whether it’s a tutorial video, promotional campaign, or product review, ensuring the content is memorable and shareable is essential. Incorporating visuals into the narrative will help drive engagement with viewers while also appealing to their emotions. Remember that videos should be short-form and uncluttered. Less is more when it comes to online content!

User-generated content

User-generated content, such as customer reviews, testimonials, or product demonstrations, can be a powerful way to showcase your brand and products.

With the rise of user-generated video content on social media platforms, businesses can reach a much wider audience than ever. Companies no longer rely solely on traditional marketing methods such as TV commercials or print ads. Instead, they can create effective campaigns by engaging with customers directly through user-generated video content.

Plus, it allows companies to tap into their customer’s creativity and enthusiasm for creating unique content that reflects their brand. It also enables them to get valuable feedback from users about their product or service, which helps them fine-tune their offerings accordingly.

Influencer marketing

The concept of influencer marketing involves partnering with individuals who have large followings on social media and are able to influence their audience’s purchasing decisions. These influencers can be celebrities, bloggers, vloggers, or social media personalities with loyal and engaged fan bases.

By tapping into an influencer’s established audience and credibility, influencer marketing can be an effective way to market your brand.

Influencers can create videos featuring your products or services or share their experiences and thoughts about them with their followers. When an influencer recommends your product or service, their followers are more likely to trust your brand and purchase from you.

Storytelling

With the rise of social media, businesses need to find unique ways to stand out in a crowded market. One way they can do this is by incorporating storytelling into their video marketing strategy.

There’s no better way to reel buyers in than with a compelling story. Storytelling allows businesses to connect with their audience on an emotional level, making them more likely to remember the message being delivered and create a lasting impression. Businesses can use storytelling in video marketing to ensure their message sticks with potential customers.

Not only do videos keep audiences engaged, but they also play a role in their decision making process. In a survey conducted by MotionCue, 76% of respondents said that product and explainer videos help them make a buying decision.

Final thoughts

Video marketing is set to dominate this year and in the coming years, and those who start preparing now will have a massive advantage over their competition.

By creating engaging video content, utilizing social media platforms, and exploring new forms of interactive content, businesses can increase engagement, improve conversion rates, and achieve a higher ROI.

So, if you haven’t already, now is the time to start incorporating video marketing into your overall marketing strategy.

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

It’s 2021 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.

One of the biggest trends in the social media marketing world is 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 1 – Find 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 2 – Have 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
- YouTube has an editor
- iMovie
- Movie Maker
- Adobe Premiere Elements
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:

BuzzSumo – Analyze what content performs best for any topic or competitor. Find the key influencers to promote your content.
Canva – Allows you to create the correct size Thumbnails for your videos
TubeBuddy – Free browser extension that integrates directly into YouTube to help you run your channel with ease.
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.