Thanks to the prevalence of smartphones and the world wide web, users can access a wealth of information at the click of a button. For healthcare brands, this means that there are more ways than ever for patients to discover vital information about their conditions and treatments. With video marketing, you can strengthen your online presence and gain valuable insights into what resonates with your target audience.
What is Video Marketing?
Simply put, video marketing is the use of video to communicate a marketing message to a target audience.
When used effectively, video can be a powerful tool for healthcare businesses. Just look at YouTube, the world’s largest video sharing platform. In 2019, more than 2.9 billion videos were watched on YouTube every day. That’s more than 80 million videos a week, a number that’s growing as mobile video viewing rises as part of the shift to digital content consumption.
With video marketing, you can not only gain valuable insights into how patients think and behave but can also engage with them on a more personal level. From demonstrating the effectiveness of your products and services to supporting a worthy cause, video can help you find your place in the ever-changing world of digital marketing.
Why Should Healthcare Brands Use Video Marketing?
Here’s why healthcare brands should use video marketing.
- Increased Engagement With Audience
- Deepens Understanding Of Conditions
- Saves Time
- Raises Brand Awareness
First, video can be used to increase engagement with the audience. Rather than simply having text on a page, you can use video and other forms of content (such as interactive elements or infographics) to keep your audience interested and engaged. When used effectively, video can help to establish a stronger connection between a brand and its audience. For example, when patients visit your website, they may see a video explaining the purpose of the website or a case study providing valuable insight into how you’ve helped other patients improve their conditions.
How to Use Video Marketing to Engage With and Understand Audience
Many healthcare brands make the mistake of only using text-based content when promoting their products or services. While there’s no denying that some people find text more engaging than video (particularly if the text is accompanied by powerful images), video can still be a vital tool for engaging with and understanding your audience.
With a little bit of copywriting, video can be used to educate as well as entertain your audience. For example, you can use video explaining the benefits of a particular medication or surgery. The more you can pack into a short video, the more you’ll engage with and understand your audience. Remember: shorter = more impactful.
Videos don’t have to be short to be effective. In fact, you can use video to your advantage by providing valuable information in convenient bite-sized chunks. Just watch as many TED Talks as you can, and you’ll start to see the value in this approach. Through effective storytelling, you can make even the longest videos seem short and concise. For example, the video below, which is about a minute and 30 seconds long, tells the story of how a woman overcame her fear of needles to undergo a lifesaving bone marrow transplant.
Saves Time
One of the main advantages of video marketing is that you don’t necessarily need to wait for humans to read text to understand what the message is. Thanks to AI and machine learning, you can literally write the script for the video yourself. This can help to save you a great deal of time. When used effectively, video can help to automate the entire marketing process, from collecting leads to converting them into paying customers.
Raises Brand Awareness
Thanks to video, you can actively engage with your audience regardless of whether or not they’ve heard of your brand. If they’ve never heard of your brand, they may not know what it is, let alone why they should care about it. The fact is, not every patient will be familiar with every brand or product available, and that’s perfectly okay. You can use video to educate them on the benefits of your brand and its products or services. The more you can show, the more you’ll raise brand awareness and make an impact.
Becomes More Sustainable
Thanks to the internet and the rise of online shopping, customers now have access to a wealth of information, including reviews, FAQs, and videos, all at their fingertips. This has given rise to a trend that’s seeing more and more businesses adopt a more sustainable approach to marketing, one that doesn’t rely on as much on traditional forms of advertising, such as outdoor and print ads. While social media ads still have a prominent place in most people’s online presences, video is becoming a really important tool in helping businesses, charities, and other organizations to engage with and understand their audience.
Why Should Healthcare Brands Care About Video SEO?
If you’re not careful, your video could end up on a huge Google search ranking hit list, even if you don’t think much of your content.
When it comes to SEO (search engine optimization), video can play a vital role in helping businesses to achieve their full potential. Just like with any other piece of content, having a video on your site can help to boost your SEO and bring in more traffic. However, as with most other content, you don’t necessarily need to have video content to get better SEO results.
If your website is packed with valuable content but doesn’t have any video, you’re putting yourself at a disadvantage. Even if your site gets good scores when tested using tools such as Google’s PageRank Checker, you’re still not going to be as noticeable to users unless you have video content.
How to Attract, Engage, and Convert Audience With Video Content
Like any other media, video can be used to attract, engage, and convert audience members into paying customers. Just remember that you want to be using videos that are relevant to your target audience. Just because you can edit video content doesn’t mean that every piece of video will be effective for every business.
For healthcare businesses, the most effective videos will be those that explain the reasons behind a certain treatment or medication. For example, if you’re selling insulin, you might want to include short videos explaining the basics of insulin, insulin resistance, and how insulin works to regulate blood sugar levels. When used effectively, videos can serve to educate as well as entertain your audience.
Videos can also help to establish and strengthen your brand identity. When used effectively, videos can help to build a stronger connection between a brand and its audience. Just watch how many times people refer to Apple as “that iPhone company”, and you’ll understand what we mean.
When used effectively, videos can help to establish a stronger connection between a brand and its audience. Just keep in mind that videos should make sense and be relevant to your target audience. If you can’t connect with your audience, you might as well not be trying.
Last but not least, videos can be used to create greater social interactions. Thanks to websites such as YouTube, people can now watch videos and engage with one another, both online and off. If your YouTube channel contains valuable information regarding your industry, you may find that it attracts a lot of subscribers who are interested in your subject matter. Through online interactions and community involvement, you can create a sense of engagement and loyalty among your audience.
To create a successful video marketing strategy, you need to consider several key points, including your target audience, content strategy, and distribution. To learn more, visit this reputable website, which can provide you with valuable insights into the world of video marketing.