How to Effectively Use Different Types of Video Marketing (Part 2)
How to Use Video Marketing for Consideration Stage
The beauty of using video here is that they’re highly successful in moving viewers to action. This is especially important for growing your email list. Giving a clear call-to-action in your video that directs users to the next step will have a tremendous impact on your conversion rates.
Here’s how to put it to use:
#1 Video on Landing Page
Landing pages that include video can increase conversions by a whopping 80% (Source: Hubspot)
#2 Webinars
Webinars allow you to showcase your expertise and knowledge in a given area. You can dive deeper into topics and give people a chance to ask questions for further understanding. It also bolsters your lead generation as each participant must register before joining your broadcast
#3 How-to’s and Instructional Videos
YouTube and live-streaming are ideal platforms for how-to and instructional videos.
#4 Promote Your eBook
eBooks are ideal sources for product comparisons, how-to’s, or giving detailed instructions. Shoot a video that promotes your eBook and shares how viewers can opt-in to get their copy
#5 Mini-Video Series
Consider repurposing your popular, evergreen, or long-form blog post into a mini video series that you can distribute on social media or use as a lead magnet. Repurposing content fills your content calendar, giving you ample material to share with your audience.
Decision Stage
Your prospect is now closer to making the financial decision to solving their problem. Through your email nurturing tactics, they’ve been cultivated by your content (whether blog posts, videos, infographics, etc.) and perhaps ready to make the purchase. Nurtured leads make 47% larger purchases than non-nurtured leads (Source: Emma). Your video marketing strategy is about to pay off big, but we’re not finished yet!
The content used to help close the deal will be different from the content leveraged in the previous stages. Your focus here is to make the sale, so it’s vital to create a smooth transition to the transaction.
How to Use Video Marketing for Decision Stage
Videos will help get the job done. Hubspot also shares that after watching a video, 64% of users are more likely to buy that product online. You’re using the right tool to convert leads into customers.
The following ways show how:
#1 Gather Customer Testimonials
User-generated content and sharing testimonials are incredibly useful in boosting sales revenue. It builds trust with your audience and shows that what you have, works! Compile your customer’s social videos into one, compelling marketing video to share with your list
#2 Live Demo
Show prospects how your products work live and in living color by hosting a webinar or live-streaming video on social media. Outline the benefits, features, and how people use it as their solution. Allow an opportunity for participants to ask questions for immediate response.
#3 Share Your Story
Storytelling is a powerful strategy for pulling your audience in and connecting them with the vision of your brand.
#4 Product Videos
Create an extensive video for each of your products and services. This can be evergreen content that you can use forever that highlights the details, advantages, and how viewers can purchase.
Final Key Pointers
Video marketing is a powerful tool in the inbound marketing box! By honing on your video strategy, you can significantly boost brand awareness, get more eyeballs on your content, grow your leads, and increase revenue. The key is ensuring that you’re leveraging the different types of videos appropriately to move your audience effectively.
Use this blueprint as a guide to creating your video marketing strategy. Be consistent and patient with your results. Regularly test your outcomes to discover what’s working best with your audience and what needs to be modified. In due time, you will experience the desired growth in your business with video.
Ready to ramp up your video marketing? We are equipped to help you get in front of your audience and achieve results in your inbound marketing. Reach out to us here and let’s chat!
How to Effectively Use Different Types of Video Marketing (Part 1)
It’s been established that video is one of the most effective ways to promoting your brand in an ever-evolving digital age. YouTube consumption rises 100% every year, and marketers are taking full advantage of using this tool to get in front of their audience, bring awareness to their brand, and leads viewers to take action.
The key to an effective video strategy is ensuring that your content aligns with each stage of the buyer’s journey.
You see, your marketing will attract different prospects who are at different phases in your sales funnel. You may have a visitor who is ready to invest in your service yet another who merely wants information. It’s essential to create content that suits these needs at each stage that moves them to the next step in your funnel.
The ultimate goal is to convert prospects into buying customers. Video marketing is a top tool in inbound marketing to help you achieve this objective.
In this guide, we’ll outline the three stages to the buyer’s journey and how to effectively use different types of video marketing in each phase for maximum success in your strategy.
Awareness Stage
In the awareness stage, the prospect is in the discovery process of your brand. They understand they have a problem and begin researching ways to resolve the issue. As a result, they land on your content as the solution. Your prospect is merely looking for educational material that will help them quickly overcome their pains and challenges.
Your goal in creating video content for the Awareness Stage is to do just that build awareness of your brand. Here, you’re positioning your company as a resource, expert, and solution in the industry. It’s where you let your audience know what you offer so buyers recognize what you do and how you can help them.
Therefore, you want to engage your visitor in a way that encourages them to indulge more in your content by focusing on their pain points, not your products or brand.
How to Use Video Marketing for Awareness Stage
Here are the typical content types that work best in the Awareness Stage using video:
#1 Social Videos
Social promotion is an excellent medium for building a following and community around your brand. It’s also a tremendous asset to getting your video content in front of an engaging audience.
There are three types of videos to consider when posting on social media:
- Sharing videos from your YouTube channel – an excellent way to feed your followers with valuable content while increasing views
- Uploading organic videos directly to social media – you’ll obtain greater reach with your audience using natural videos (Source: Social Media Today)
- Live-streaming video – apps like Facebook Live, Periscope and Instagram Stories are generating massive engagement on social media. It is an excellent tactic to build exposure to your brand fast
#2 Add Video in Blog Content
Search is still the #1 source for content generation and the perfect platform to create quality rich-content that educates your audience while increasing visibility of your brand. Add videos to enrich website-experience and keep people on your page longer (improving SEO)
#3 YouTube
As the second largest search engine, building your channel is smart towards growing brand awareness. Be sure to optimize your videos for better ranking.
Consideration Stage
Good news! Your prospect has warmed up to your brand, and you’re now viewed as a credible source. They’re also clear on their goals, are committed to addressing it, and now looking at options on how they can handle their issues. At this stage, they’re actively looking for content related to solutions.
Content in this phase needs to be incredibly informative and help the prospect gain clarity on how to solve the problem they are experiencing. In the Consideration Stage, you’re also focusing on capturing qualified leads by leveraging compelling lead magnets to get them in your sales funnel.
******
Stay tuned for part 2!
How Can Health Care Providers Incorporate Video into Their Marketing
When looking at some social media sites, you will come across everything from 'homemade' cell phone videos of patients and procedures, to just a slideshow of still (stock) photos with generic music in the background.
If healthcare professionals want to capture potential patients attention, they need to be effective with their presentation style.
It's common for someone to ask a friend for a recommendation to a dentist or doctor and word-of-mouth is the absolute best advertising. The crucial point is when the person getting the recommendation goes to search out the care provider to find out more information. The health professional only has one choice for a first impression when potential clients get to their website or social media page. Using quality video content is one key way of creating a positive impression (no pun intended).
Going to the doctor is a not-so-pleasant experience for some people, so they need reassurance that they are in the hands of professional and caring people. A quality video will portray precisely what the potential patient needs to see to feel comfortable picking up the phone to call for an appointment.
Here are some critical facts about video marketing:
- 70% of marketing professionals report that video converts better than any other medium
- The average internet user spends 88% more time on a website with video than without.
- 64% of consumers are more likely to buy a product after watching a video about it. - Forbes
- A successful video campaign is just one aspect of an overall marketing and relationship-building strategy. As a health professional, you are an absolute expert in your field, having spent hundreds of hours studying and learning your art. The one thing that is not taught in medical colleges is how to market yourself. This is where you need to seek out a professional who has spent their time studying their field of marketing. Partnering with a consulting firm that has a successful track record will benefit your practice immensely.
Here are some areas where videos can be successful:
- A promotional video that explains who you are and what you do. A smiling, confident face goes a long way in making someone comfortable. If you have a team practice, then that video should show you as a team.
- A virtual tour that shows what your facility looks like, highlighting any new technology along with anything that helps make the patient experience that much more comfortable. You can even include short clips of some simple procedures; something that sets you apart.
- Patient testimonials that communicate your practices value, expertise and professionalism. Word of mouth is the best advertising and having real people give favorable testimony will go a long way to building confidence in a potential patient.
- Stand out from the competition by adding a video to your business listing in online directories
- Partnering with a professional consulting firm makes it simple to accomplish these goals.
Some of the other, finer points of videos in marketing include:
- Using videos to drive traffic to your website/social media. Search engines love video, and with proper video SEO, you can use video to drive lots of traffic to your site.
- Use targeted keywords when titling and tagging your videos
- Create a variety of videos, each focusing on a different search term
- Use multiple video sharing sites to increase links back to your main website - Lifewire
As pointed out earlier, video is just one aspect of a successful marketing program. Tying in all of the other tools available with professionally produced videos will ensure that your practice attracts new patients and continues to grow.
You can download our free e-book "Video Marketing Road Map" to give you an idea of what we can help you accomplish in your practice. You can contact us for more information or with any questions.
Why Videos Are the Best Tools in Your Inbound Marketing Strategy
Did you know that consumers prefer videos over text when discovering more about brands and products? In fact, four times as many consumers would rather watch a video about a product than to read about it (Source: Hubspot).
Marketers have noticed a surge in engagement, conversions, brand loyalty, and customer experience when leveraging videos in their inbound marketing strategy. Videos have a fantastic way of capturing attention and drawing your audience into your message. It’s one of the best tools to humanizing your brand and getting people to take action.
Let’s review what video and inbound marketing are and why it’s essential today
What is Video and Inbound Marketing?
Let’s begin with inbound marketing. This strategy focuses on attracting ideal prospects and customers to your brand through valuable content that solves problems, educates and informs. Rather than using traditional outbound marketing like cold calling, buying email lists (spam), and ads, inbound embraces sharing content that your audience will find useful and relevant.
As a result, you’ll be viewed as an expert and valuable resource. In a digital era where a search is a top source for finding information, inbound marketing positions you to show up when your audience is looking for you. Therefore, you’re utilizing platforms like your business blog, social media pages, video and podcast channels to share your expertise and give value.
This is a much better approach than chasing prospects…you’re drawing them in, making them more qualified and receptive to your content.
Now, video marketing is a part of your content marketing strategy which is a subset of inbound marketing. You see, your content includes blog articles, images, infographics, email messages, eBooks, checklists, videos and much more. A video is a tool leveraged with the intention of either increasing brand awareness, capturing leads, or generating sales.
Why Videos Are More Effective in an Inbound Marketing Strategy
The benefits of using videos in your inbound marketing strategy abound when you consider the impact and influence it has on moving viewers to action. Videos give your audience a chance to experience your brand’s culture, making you relatable and trustworthy. It significantly bolsters the know, like and trust factor which are key ingredients to getting people to do business with you.
Here are several top reasons why videos are incredibly useful in an inbound marketing strategy:
- It dramatically improves lead conversions. Including one on a landing page can improve opt-ins by a whopping 80% (Source: Hubspot)
- Creates more opportunities for customers to find you on Google and YouTube, boosting brand visibility
- 62% of B2B marketers rated videos as an effective content marketing tactic in 2016
- Adding video to an email accelerates engagement, leading to a 200-300% increase in click-throughs
- Allows you to build genuine relationships with your social followers, email list, and potential customers
- Video appeals to mobile users, a significant benefit since more people use their smartphones than desktops
- Videos can help explain everything. Whether you’re launching a new product or idea, attempting to explain a difficult concept or need to dive deep into a topic, you can be as creative as you want to help viewers understand
How to Implement Videos in Your Inbound Marketing
With a clear understanding of what video marketing is and how it can positively impact your numbers, the following provides a step-by-step blueprint on how to incorporate it into your inbound marketing strategy:
#1 Be Clear On Your Audience
Having clarity on your target audience and knowing their pains, problems and challenges is the prerequisite to a solid content marketing strategy. One of the best ways to understanding your market is by developing buyer personas. This process will help you to create winning topic ideas that you can share in your videos that appeal to your audience.
#2 Brainstorm Content that Aligns with the Buyer’s Journey
Your viewers will each be at different junctures in the buyer’s journey. This is important to recognize as you want to create videos that target each stage to increase your reach. These include the Awareness, Consideration, and the Decision stage. Think of video content ideas for each stage to have a well-rounded video marketing approach.
#3 Use an Editorial Calendar
Plan, organize and schedule your video content by utilizing an editorial calendar for consistency. By mapping out your topics, you’ll get a holistic view of when your content will publish, so you’re constantly feeding your audience with quality-rich content. Google Calendar is an excellent tool to schedule your videos.
#4 Create and Publish Your Videos
Videos can take on many forms such as YouTube videos, webinars, social videos, and live-streaming video. Decide on the types of videos you will use for your topics and begin publishing.
To create stunning videos that capture attention and exudes your brand personality, leverage a team of experts that can help you stand out in the crowd!
#5 Promote Your Videos
Get more eyeballs on your content by promoting your videos. Synchronize them in your social media, email and blogging strategy for maximum impact. Effectively promoting your videos improves its viewership, SEO ranking (if on YouTube) and brings more significant exposure to your brand.
Conclusion
Videos are one of the best tools you can implement in your inbound marketing strategy. Adding them today can catapult your business goals, increasing brand awareness and generating engagement from your audience. Given the way people consume content online, amplifying your video marketing will position you to reach more of your audience.