Video – the content that is (not so) slowly taking over Facebook walls and Twitter feeds. Alas, it has become an integral part of any marketing strategy, and it’s a form of content that can do a world of wonder for your business and your brand.
What’s the obsession with video? you may ask. Consider this:
- Including a video on a landing page increases conversions by 80%
- 87% of online marketers use video content
- 92% of mobile video consumers share videos with others
- People spend on average 2.6x more time on pages with video than without
Still not convinced that your practice can benefit from video marketing? Here are 4 big reasons you should increase your video usage:
1. Enhance Your SEO
Search engine optimization – it’s the term everyone has heard but only a fraction of people truly understand, and it’s critical to your website’s success. SEO used to mean keyword stuffing and tagging, but as our technology has advanced, so has Google (and other search engines). They have become more sophisticated and expect the same of your website. “Rich media” is now favored over plain old text and can contribute very positively to your website’s search ranking. Rich media is defined as online content that includes advanced features, such as video, audio or other elements that encourage user engagement.
Having video content also opens up the opportunity to give your practice a presence on an entirely new platform: YouTube. As with most forms of advertisement and promotion, the more places you can be found, the better. It also doesn’t hurt that Google owns YouTube and often includes their content in a user’s search results. Giving your brand a presence on YouTube can increase your chances of getting found, and that’s the name of the game.
2. Increase Engagement and Patient Conversion
Video is one of the most consumed forms of content on medical websites. In addition, it is more likely to be shared online than any other form of content. When people share content, they start talking and engaging. At Points, we have conducted research that shows that website pages with video result in a higher rate of patient conversion than pages without. Video as a strategic marketing tool can lower the hurdle of conversion.
3. Improve Your Facebook Presence
Last year, Facebook’s video viewership was 8 billion views per day, up from 4 billion per day just seven months prior. If you’re active on Facebook, you know as well as I do that video is becoming more and more prevalent on everyone’s newsfeed. Whether it’s a high-speed video of hands feverishly working on a delicious recipe that makes your mouth water for meatloaf at 10 in the morning, a video of dogs doing human-like things or a personal trainer showing you the correct way to exercise, videos are EVERYWHERE.
As the demographic of Facebook users begins to skew older, we see this demographic starting to trust the information they find on it more and more. So why not give your practice a trustworthy, relevant presence on Facebook? Videos capturing conditions/procedures, patient testimonials and advice from doctors may soon become the gateway for new patients. You can’t deny the good in that.
4. Inspire Patient Trust
When a patient decides which doctor to frequent, trust is at the core of that decision. As physician searches shift online, how do you get a patient to choose you over the plethora of practices out there? Well, one way is to give the patient a “face-to-face” interaction with you before they even leave their home. Video gives you the ability to become more than just some text on a screen. It brings you to life. Patients get to hear and see you. They get to know you. Consider your video your interview and your patient testimonials your references. If a potential patient wants to “hire” you, they’re going to want an interview and references. People trust word-of-mouth as well as their own instincts. Give them both.
So, Now What?
As you can see, video can be extremely valuable, because it helps create brand awareness which builds patient trust which translates into more patients for your practice. So, how do you get videos on your site? How do you shoot and edit those videos? How do you determine their creative concepts? That’s where we come in. At Points Group, we’re experts in medical marketing and have an entire video department dedicated to improving your online presence. We strategize it, we shoot it, we edit it, and we make sure patients watch it.
If you’re ready to up your online game, contact Points Group today.