Video marketing in healthcare is a powerful tool to reach and engage your target audience. Videos are accessible, informative, entertaining, and easy to share across any of the platforms you use. If your healthcare company is looking to improve your inbound marketing strategy, here are five things to include to take your healthcare marketing efforts to the next level.
- 1. Tell a story.
Research suggests that nearly 80% of healthcare marketers prefer brands that tell stories as part of their marketing strategy. Video marketing is the perfect opportunity to leverage the power of storytelling with your audience. The more you tell stories about your healthcare company, the more likely your customers will understand what your healthcare company is offering and how it can benefit them.
- 2. Make the first 10 seconds count.
Always remember that your customers do not have a lot of time so make your videos attention-grabbing. In the opening seconds, you must clearly say what your video is about and give your healthcare customer confidence that what they’re about to watch is worth their time. It should answer your audience’s question, “What’s in it for me?” You can open with a question, introduce a problem and propose a solution, state a startling fact, or use the words “what if” or “imagine.”
- 3. Include closed captions.
According to research, 85% of videos on Facebook are viewed without sound, and this trend also applies to Instagram and Twitter. By adding closed captions or subtitles, you can improve your healthcare company’s ROI, increase engagement, CTRs, and leads--and make your videos more accessible.
- 4. Optimize your video for search.
While textual content can help with SEO to achieve high rankings on Google, there is a lot you can do to get your video content up there as well. To improve video SEO, you can choose relevant titles with keywords, write a video description similar to the top-performing videos in your healthcare niche, and use all relevant tags. Adding keyword-rich transcriptions and closed captions will also help boost your SEO.
- 4. Include a call-to-action (CTA).
Your viewers in the healthcare industry who stick around and watch the entire video are now genuinely interested in your company. Now is your chance to convert them into leads by letting them know exactly what they have to do next. According to a study conducted by KISSmetrics, adding a single CTA within a video generates as much as 380% more clicks than a CTA on the sidebar of the same page. You can try out different placements of your CTA to find out what works best for your target audience.
Effective healthcare marketing videos can personalize your message and brand, whether it is for marketing, communications, or healthcare purposes. Before starting your video marketing strategy, make sure to check the tips above to achieve the maximum result.