20 May Video Marketing Secrets for Health Professionals
Do you want to become the go to practice in your space?
If that’s a yes, it’s important to remember that 70% of all consumer traffic is now video.
The premier platform to market, Facebook, heavily favour video – particularly, live video so if you’re thinking of getting started with video marketing – the time is now!
“Going viral” seems to be the buzzword when it comes to creating videos, as brands and businesses look to stake their claim in the ever-growing news feed.
That said, going viral should not be the primary goal of releasing videos, although some impressive stats have emerged that show that the potential of video marketing is set to grow even more in the coming years.
Well, as they say, “if you can’t beat them, join them”, so if you’re thinking of using video content to grow your practice, then you have to learn the best ways to do it so that you get it right from the word go!
Luckily, we’ve collected some useful tips for you on how to create online videos that are fascinating, inspiring and actionable for your audience.
So how exactly is this done?
Let’s jump into some tips to help you grow your practice using video right now.
1. Focus on the Story, Not the Sale
More often than not, people buy into the person behind the brand and not the service itself, plus everyone loves a good story.
The stories that come out of your practice are what will really engage new patients to try you out.
People buy things when that thing will help them experience an outcome or experience.
At the end of the day, people are literally inundated by heaps of online content, so if you want them to take notice then you have to bring something different to the table, and what better way to do that than by focusing on the emotive power of your unique personality and story?
Think, behind the scenes videos, show your personality, focus on providing valuable content that will help them.
It’s all about give, give, give – focus on helping them and you’ll build a following.
Then – when they are in a buying decision, they’re more likely to choose you. You can even add a call to action at the end of engaging videos.
2. Make it the Best 10 Seconds Ever
As with written content, it’s important to get your audience’s attention right from the start, and since research shows that a fifth of all viewers tend to click away within the first 10 seconds, then you need to make those 10 seconds the most compelling part of the video.
On the other hand, you need to make sure that your video gets straight to the point as well so that you don’t waste your patient’s time with needless chatter.
So open strongly!
You need to have a ton of energy about you. Open strong, fast and win heaps of energy! After all, energy is contagious!
A good way to capture an audience’s attention from the beginning of a video is to ask a question or place a teaser of the overall video. This way, you’re already showing viewers why they should watch the video, whether it’s to make them laugh, think, inspire or act.
3. Don’t Be Boring
We all know people have short attention spans. Changing scenes is another way of capturing attention.
It’s easy. You can also add in a walk and talk – that way the scene is constantly changing behind you and it’s easier to capture attention.
Did you know that 86% of videos on Facebook are watched without the sound on?
So remember to incorporate exciting caption overlays, as well as text heavy imagery and striking visuals that draw the viewer’s attention without even listening to the sound. However, this doesn’t mean that you shouldn’t pay attention to the sound, as adding relevant sound will enhance the overall viewing experience.
The key to creating video content that is engaging and compelling is to add an element of humour, originality and inspiration.
You have to keep in mind that most people watch online content in order to escape the daily routine, so you want to deliver a message that will positively shift your audience’s energy while promoting your brand as well.
So, don’t put any limitations on yourself based on the norm of what’s ‘always been done’, and instead focus on being unique and original.
4. Target Relevant Audiences on Facebook
One of the best things about Facebook is that it offers you truly in-depth targeting, which enables you to hand-pick the relevant audience for your content.
In fact, with some of the new targeting features offered by Facebook, you can now direct each individual post to a select audience.
Taking advantage of this feature means that you’re able to target your content directly to an audience that will appreciate it because it is appealing to them.
Another benefit of Facebook post targeting is that it enables you to divide your audience according to:
Essentially, the only people who will see your ad are those people that fall under your targeted audience. For example, if you select an audience that falls under the age group of 25-40 years of age, no one outside of that demographic will have access to the post, whether it’s on your page or their news feed.
You can also choose your audience according to shared interest. Facebook generally gives you up to 16 interests to choose from, which means that people that share those same interests will be able to see your posts.
The best part about targeting audiences according to shared interests is that it enables everyone to see the posts, even those that don’t necessarily fall under the bracket of that particular ‘interest’ group.
5. Educate and Prove Yourself
Research has proven, time and again, that most audiences are visual learners, which makes video marketing one of the best ways to reach and educate your audience.
In fact, you can use your videos for tutorials on how to get the most out of your service, such as at home exercises or how to use a foam roller.
These can be a real hit with patients and can help you establish yourself as an authority in your particular field, add value to the lives of your audience, build a brand image as an industry leader, and accumulate new patients along the way.
After all, word of mouth is not only the oldest but it’s the most effective marketing method.
7. Video Promotion Begins at Home
The first people you should share your videos with are those closest to you, namely your friends, family, fans and followers.
That’s because likes attract views, and you need to leverage your closest audience while the video content is still fresh, and who better to rely on to share your videos than the people who already like you?
8. Collaborate with Other Brands and Businesses
As previously mentioned in this article, word of mouth is still the most effective marketing strategy. I love word of mouth referrals, we get heaps, I love them.
Word of mouth referrals are still the best quality referral to get.
But – I just don’t like getting them the old way, you know, going and actually visiting referrers, it takes so much time, time that you frankly don’t have.
So instead of this hit and hope word of mouth marketing you can’t really measure or rely on – partner with influencers on video.
Partnering with other brands and influencers is so important today because people feel like they can trust claims when they’re made by someone they already know and can identify with.
Interview them on video and share it across your social media platform and theirs. You’ll get heaps of reach, it’s fun to do, and you can do it faster and easier than leaving your office.
9. Include CTA’s
Calls to action (CTAs) are probably the most important optimization feature to add to your video.
Make sure you add a tonne of value, but at the end, add a call to action to provide the logical next step.
That could be to contact you, to click on a button to get more information, to book an appt with you.
It’s just a logical next step.
So where should CTAs be placed within your videos?
Primarily, there are three positions where CTAs can be placed within a video, including:
- Pre-Roll Calls to Action: These are placed at the very beginning of your video, so you know that all your viewers will be able to see them, and it gives them a chance to click on the provided link right away without wasting time.
- Mid-Roll Calls to Action: You can place these anywhere between the beginning and the end of the video, and they’re meant to target audiences during the most engaging part of the video.
- Post-Roll Calls to Action: These are placed at the end of the video, and are more effective when you know that the content has built enough interest to interest viewers in the CTA at the end.
Hopefully, our helpful guide on these video marketing secrets for health professionals will help you leverage this method towards gaining more exposure for your brand and ultimately get more new patients.
Too many practice owners get frustrated with their video marketing strategy and give up, but consistency is key!
Use these secrets to get your videos out there so that they can reach the largest audience of potential patients possible.
Now, here’s my CTA.
If you want to learn some in depth strategies on how to make this work in your practice, check out our Practice Acceleration Podcast.
It’s jam packed with actionable tactics and strategies to help you grow your practice.
Check out the link below and become a subscriber today!
You’re going to love listening to that in the car each morning.
Chat to you then!