Video marketing is in, and it’s not just for watching cute cat videos on YouTube anymore. While videos still do a great job as lunch break entertainment, they’ve evolved in the past decade. Brands have realized the unique opportunity that video offers to educate, engage, and raise awareness for anything from charity events to beauty products. It’s a viable marketing channel for B2B and B2C. In fact, Brainshark reports that 93% of marketers are using video in their internet marketing, communications, or sales strategies.
In order to express your healthcare organization’s brand personality, drive website traffic, and build credibility, you should have a strong presence on YouTube. There are a handful of ways to use video in your marketing strategy, each of which has unique brand benefits:
- Personal welcome videos by clinical team members like doctors and nurses, as well as corporate leaders like company owners and C-level decision makers.
- Solving patient problems or addressing commonly asked questions in a visual way, as opposed to text.
- Testimonials about your brand’s products, service, and overall experience to add “word-of-mouth” credibility.
- Virtual tours of physical locations like facilities, as well as demo videos for products and services.
- Sharing stories that appeal to people on a personal level, such as healthcare success stories.
Take a look at 3 key ways that – when executed well – video marketing can help define and strengthen your brand in today’s cluttered marketplace.
1. Humanizing Your Brand
As social creatures that operate based on emotions, we're more drawn to interactions that have a personal element. It creates more meaning and speeds up the process of establishing trust. Especially in a healthcare setting, een a short video can go a long way for helping people relate to your brand, which is the first step in building a long-lasting relationship.
2. Fostering Engagement
Did you know that by simply putting the word “video” in an email subject line, open rates increase by 19% and click-through rates increase by a whopping 65%? Videos pull us in and stimulate our senses – they make us laugh, cry, get mad, and think. If the laughter, tears, anger, or reflection are lasting, we’ll share it with our family, friends, and colleagues. Videos teach and even inspire us.
3. Speaking Their Language
More and more, consumers are leaning toward video as the preferred way to gather information. Videos make up more than half of America’s consumer internet traffic, and that number is projected to reach nearly 80% by 2018! It’s no surprise given how powerful they are at engaging us and how easily they deliver their message.
If you’re looking to use video as part of your marketing strategy to strengthen your brand, build lasting customer relationships, and break through the healthcare haze, call us at (407) 523-0604.