Understanding Video Marketing

By Adam Hampson / 13 Jun 2018

Digital marketing consultant Adam Hampson discusses why video is vital to your clinic’s digital marketing content and how it can positively impact search engine optimisation, social media engagement, and buying behaviours.

Did you know that 300 hours of video are being uploaded onto YouTube every minute?1 Businesses that are not adapting their content marketing to include video aren’t reaping the digital engagement benefits it offers and could be missing out on potential patients. Static content, such as images and text, is useful for static views, such as on an Instagram grid overview or a thumbnail. But video, or dynamic content, as an active media on websites and Facebook feeds can be extremely useful to an aesthetic clinic. Video can positively affect your search engine optimisation (SEO) and your social media engagement and reach.2 It can also positively impact your patient’s buying behaviours that influence conversion, when implemented correctly.

In this article, I’ll not only discuss the why, but the how of video marketing and what your clinic or business can gain by planning it into your content strategy.

Impact of video marketing on buying behaviours

There is no denying that videos affect patients’ buying habits and trust levels in your clinic or practice.3 Video content shows a certain pride, investment, and effort made in your business and it helps to craft a well-rounded brand image that will keep your patients engaged, placing value in your services. Interestingly, 81% of people have been convinced to buy a product or service by watching a video.3 By publishing a video of your products, services, or treatments and sharing your professionalism in an engaging format, you greatly increase your chance of gaining patient interest and enquiries.

The way this works is that our brains enjoy narratives and puzzles and the stimulation of imagery and audio cues – we are actually turned off by the ‘hard sell’ technique.4 Your main aim should be to create engaging video content that your patients want to see, such as offering your patients answers and solutions to commonly shared problems. Examples of this can be tailored to your business – take a frequently asked question on a treatment and answer it in a video.

By adopting video content into your digital strategy, you can shape and predict your patients’ buying and viewing habits, leaving a trail for them to follow that leads directly to your clinic.

Video marketing for Google SEO

Your SEO has no doubt been carefully formulated and maintained for some time, but without video you are not achieving its full potential. Google’s searching algorithm now looks for what is deemed ‘quality content’, for example videos and other engaging landing page composition, over relevant search term use.5 If you publish videos on your website, Google will identify the pages with video and favour them above other factors such as keywords, pushing your site higher up the search engine results.5 Adding a video to your websites also sees your traffic spend as much as 88% more time on it,6 meaning that patients will spend more time on a website with video than a website without. This, of course, gives your patients far more time to learn about your brand and services, thereby increasing the chance of them contacting you for a consultation.

Video marketing for Facebook’s algorithm

The social media platform that many businesses use to share their videos is Facebook. Interestingly, social media platforms like Facebook are moving away from their initial algorithm that placed a high importance upon the presence of video on the news feed. Instead, they now favour discussion and interaction which, rather fittingly, can still be accomplished with video.7

Recently, Mark Zuckerberg himself took to the platform to inform the public that the company was shifting ‘from focusing on helping you find relevant content, to helping you have more meaningful social interactions’.8 However, despite this, videos on your business’ Facebook page still have a positive impact on buying behaviours and are still entertaining, informative, and persuasive. This change actually leaves room for videos to still engage, as long as actively seek this engagement.

For your video to be successful, you need to encourage engagement of the video, rather than focusing on likes and general acceptance of your video posting. Do this in the video content and in the Facebook caption with direct calls to action, questions prompting answers, and opinion-sharing. Comments and shares are far preferable to likes because this kind of social engagement pushes your content onto the friends’ newsfeed of the participating audience. Seeking to engage and communicate rather than just be present, can not only alter your content marketing, but your brand.

Using a combination approach

To be successful though, you need to upload your video to multiple platforms, including Facebook, YouTube, as well as your website, as this will positively affect your SEO. This, in turn, will help increase the number of times potential patients will see your brand and therefore can increase the chances of them contacting you for a consultation. The more times you upload your video, the more times Google will recognise it as dynamic content, leading it to feature your content sources higher in its search rankings. 

How to use video in your marketing strategy

Video marketing is not only great for building your brand, but it is also extremely effective at showcasing products, treatments, and services. Doing this effectively and correctly, however, is crucial. While simple informational videos that explain a product aren’t the most engaging, videos that take their viewers on a journey are. For example, if you post a video of you simply talking about how great a certain skincare system is, you’re demonstrating nothing more than the ‘hard sell’. If you post a video of how to use this skincare routine, demonstrate its steps, and talk your patients through its benefits, you’re demonstrating an active engagement and involvement. By giving viewers this three-dimensional insight into the product, you’re imparting some knowledge or value on them.

Videos can be centred around any topic, but we recommended a simple three-step formula: present a problem, offer the solution, propose the call the action. By taking your patients on this journey and guiding them into questioning their own related target area, you immediately plant the seed that leads to an enquiry.

If you add value to a service by presenting it as something worth investing viewership in, then you’re prompting your traffic to see it as valuable.

However, you don’t necessarily have to always centre your video content strategy around products and services. Video marketing is a great way to humanise your business and build your brand. This is important when seeking new patients because those considering treatment want to know more about you, your services, and your ethos. By personalising the proposed experience, you cater to their curiosity and to their trust. Videos of one of your employees talking through a treatment as they administer it or detailing their own use of one of your products, such as skincare, for social proof can help to add a certain tangibility to your clinic. Social proof creates the image of a community that your patient wants to be involved in, so by inviting them to share this experience you increase the likelihood of their interest.10

Social media as social proof works incredibly well, purely because of its user-generated nature. It invites the everyday people around you and your business to gain an insight into your workings and contribute with their own reviews and interactions. As we’ve previously explored, video encourages engagement, which is why they are particularly effective at informing and persuading. This medium works exceptionally well with a video tour of your premises, behind the scenes style shooting, or video testimonials. Word of mouth is powerful, and today, word of mouth doesn’t happen face to face,11 so utilise video content for your digital marketing and social media to gain the trust of your traffic.

 81% of people have been convinced to buy a product or service by watching a video

Even real-time video updates can demonstrate your brand in action. With the addition of a ‘Story’ on Instagram and Facebook, you can now post content that lasts for 24 hours before erasing. This allows you to document the day-to-day character building of your brand and business without disrupting your main content strategy on your social media. Videos and Boomerangs12 (looping, soundless videos that capture just a few seconds) can be added to these with simple messages such as ‘good morning’ to add a personal and invested touch to your brand. Of course, it’s important you get your video strategy right. The best way to do this is to plan in the long-term. Consider running a campaign where once a week you focus on a treatment in a video, and plan this ahead of time. By creating a schedule and script, your content will continue to look professional and engaging. Include your own branding, a call to action, and a uniform formatting to ensure that your videos run seamlessly into the same campaign.

Conclusion

Video marketing is a valuable addition to your digital marketing and content strategy; influencing not only your social media and search engine optimisation, but also your traffic’s behaviour. If you haven’t considered implementing effective and comprehensive video content, then you could be drastically affecting your conversion rates and missing out on exactly what your patient base wants to see. 

References

  1. Fortune Lords, YouTube Statistics 2018, <https://fortunelords. com/youtube-statistics/>
  2. Vertical Leap, SEO best practices for images and video content, <https://www.vertical-leap.uk/blog/seo-best-practice-for-images-and-video-content/>
  3. Wyz Owl, Video Marketing Statistics 2018, <https://www. wyzowl.com/video-marketing-statistics-2018/>
  4. NRG Digital, The Psychology Behind Video, <http://nrg-digital.co.uk/psychology-behind-video>
  5. Advanced Web Ranking, 13 SEO Tips for Videos That Only the Experts Know, <https://www.advancedwebranking.com/ blog/seo-tips-for-videos/>
  6. Impact, 19 Intriguing Video Marketing Stats (& Proving Why You Should Implement It), <https://www.impactbnd.com/ blog/6-intriguing-stats-why-you-should-implement-video-marketing>
  7. Hootsuite, How the Facebook Algorithm Works and How to Make it Work for You, <https://blog.hootsuite.com/facebook-algorithm/>
  8. Facebook, Mark Zuckerberg’s Official Page, <https://www. facebook.com/zuck/posts/10104413015393571>
  9. Statista, Penetration of online video watching in Great Britain as of November 2017, by device, <https://www. statista.com/statistics/289079/online-video-watching-penetration-in-great-britain-by-device/>
  10. Kissmetrics Blog, 7 Things You MUST Understand When Leveraging Social Proof in Your Marketing Efforts, <https:// blog.kissmetrics.com/social-proof-factors-2/>
  11. Big Commerce, The 19 Ecommerce Trends + 147 Online Shopping Stats Fueling Sales Growth in 2018, <https://www. bigcommerce.com/blog/ecommerce-trends/>
  12. iTunes Store, Boomerang App, </,https://itunes.apple.com/ gb/app/boomerang-from-instagram/id1041596399?platform=iphone&preserveScrollPosition=true#platform/ iphone/> 

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