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 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 types 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 techincal jargons, complicated processes, and scary surgical tools.
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 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 skin care 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 story telling 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 visual and sounds to convey the message you want to share through your story. Remember, storytelling is far more effective than a sales pitch.