Video Marketing, What's Your Strategy - Create, Curate, and Convert using Online Video
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Video Marketing, What's Your Strategy - Create, Curate, and Convert using Online Video. Presentation from The Aesthetic Meeting, Montreal, Canada, 2015. We cover why video marketing, how to create video, how to leverage video in your other marketing channels, and how to measure your video so you can stay relevant and successful using video.
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Video Marketing, What's Your Strategy - Create, Curate, and Convert using Online Video
- 1. Video Marketing What’s Your Strategy?
- 3. Why Video?
- 4. Source: http://cdn4.reelstatic.com/wp-content/uploads/2014/11/youtube-300-hours-uploaded.png?ac3f18
- 5. –Mark Zuckerberg “A lot of content that people share will be video” Facebook now gets 1 Billion video views per day.
- 6. 0 30 60 90 120 Text/Blog Video Video is shared 12x more than text & blog link COMBINED
- 7. More than 4,000 videos on RealSelf since it launched in 2014. Growing fast. *From RealSelf, May 7th 2014
- 8. You 174% more likely to convert with video Most won’t get it - giving you the early advantage
- 9. How Create, Curate and Convert
- 10. Own it: Don’t let others license your content
- 11. Be It: Use Conversation, Stories, Education Own it: Don’t let others license your content
- 13. Plan It: Know what you are filming before the day you shoot Be It: Use Conversation, Stories, Education Own it: Don’t let others license your content
- 14. Social Media
- 18. YouTube Analytics Views View time Traffic source Clicks
- 19. Key Takeaways
Hinweis der Redaktion
- Ten years ago, I was flying to Sisters, OR from Seattle for two day. We were creating two new commercials for a product launch. We had a $300,000 dollar budget. We flew to Sisters because it had the biggest video camera boom west of the Mississippi. We were meeting our Director, Producer, Writer, camera crew, sound crew, lighting crew, talent, wardrobe, make-up food person. It was a huge production. Today, when people want to launch a product, it doesn’t have to be a big production to be just as successful. And that’s what I’m here to talk about. I am Jen Longtin, Founder of HD Medical Marketing. I am sponsored by Dr. Richard Rand, a plastic surgeon from Bellevue, WA and it’s a pleasure to be here. My goal for today is to share how to create, curate and convert new patients using video marketing.
- But why video marketing? Do we really need to figure one more marketing tool out to keep our practice going? When I was in Sisters, OR, there was no such thing as video marketing. It is considered the fastest growing marketing medium in history. Faster than TV, PPC, Radio, or Social media. For example, YouTube just celebrated it’s tenth birthday this year. By year one, it was purchased by Google for 1.65 billion. Today….
- It has more than 300 hours of video added every minute to it’s platform. YouTube is not only a video platform it is the second largest search engine in the world, only second to Google (who owns YouTube!). And a recent study by TNS found that of women between the ages of 18-54 (who is an ideal demographic for this industry) 3 out of 5 went to YouTube when looking for an answer to a question. 3 out of 5 women went to YouTube to search for an answer to their question. Second largest search engine in the world - if you are not there, you are missing a great opportunity. Women 18-34: 3 in 5 moms use online video to answer questions
- Even Facebook recognizes that video is the direction of content sharing. Recently, Mark Zuckerberg was quoted saying “A lot of content people share will be video” - and after the recent update with auto-play added to Facebook video, with 1 Billion views per day, they now receive more views per day that YouTube. Sharing is different in the aesthetic industry - not a lot of people sharing a friends’ breast augmentation journey but it’s still worth noting that…
- Video is shared 12 times more than text and blog links COMBINED. In communities where whisper topics are supported like RealSelf, you can see video taking off…
- RealSelf launched their video platform in 2014 and in a year they have more than 4,000 videos from doctors, dentists and the community. Why are these videos important to doctors on RealSelf? 52% consumers say video increased their confidence in purchase.
- And finally, why video? You. When I was a marketing director at the same company, I got a call from a company that wanted to take me to coffee and tell me about their new online product. Their name was Google. They were pitching me on PPC advertising. Because I was at a start-up and we were aggressively trying to manage our numbers, I tested PPC and with their help, we were the fastest growing private company in WA 3 years in a row. Online video and video advertising is growing faster than PPC. And one more stat, MarketingSherpa studied the value of video and found that potential customers who watched a product video were 174% more likely to convert than customers who did not.
- So now that we understand the “why” let’s talk about the “how”. As I mentioned, online video marketing does not have to be a huge production. But there are key tips to consider so that the time and money you do invest gives you the success you hope for. I break them into three categories: Create, Curate and Convert. Let’s talk about the first area: Create
- I am continually amazed when I click on video for a doctor and it’s on someone else’s YouTube channel or simply owned by someone else. If you had the choice, would you rather own a home in a great neighborhood or rent it? Buying a home at today’s price in a great neighborhood is always a good investment and one that you know will pay off down the road - but on the other hand, if you lease the home and let’s say for the sake of this analogy, you add value to the home by updating key elements to the house - the landlord will own it and be able to increase their rent any time they want to. So before anything is signed or that red camera light goes on, remember to own your content. And if you have testimonials or people besides you in the video, make sure they sign a talent release form. These are similar to photo release forms. Now that you own the content, it’s time to
- Be the content. Unless you are trained as a news anchor NO TELEPROMPTERS. The more real, conversational and approachable you can be the better. I spoke with RealSelf about this too and they told us their top 10 videos are stories, educational videos and none are promotional in nature. We like to have someone prompt you with questions so you can keep it conversational and real. This is true for testimonials too. Here is an example of a woman we filmed for a doctor. We fell in love with her and her story, we didn’t need to include her raves about the doctor. We simply let her tell her story and it is now a “trending” video on RealSelf.
- http://www.realself.com/video/you-re-never-too-old-to-do-something-for-yourself-why-this-woman-got-a-breast-augmentation
- So we covered Own It and Be It. The last tip in this section is to Plan It. This is not the 4 week planning session I had back 10 years ago but planning will pay off when you do it. When I work with doctors who are creating videos for the first time, we always do an overview video but after that, I suggest we focus on the procedures they love to do. And why do we do this? Because when doctors start to share their experience with what they know and love the most, it comes across on camera. Potential patients can feel this and it matters. After that, we focus on the procedures that make them the most money. Along with content, we always plan what else we’d like to shoot for what we call BRoll, the footage that gets added to make a video interesting, beautiful and professional. So: Own it, Be it, and Plan it. Now let’s talk about how to curate the videos that you just created.
- We have talked about a few huge companies that are great places to showcase your video. But don’t just settle with YouTube and Facebook. Video is content and should be part of your content strategy. That is why we leverage video beyond these two. Here is an example of a company we work with in Seattle. It’s out of the industry but you all are fairly competitive so I am pulling from someone on the outside.
- Best Plumbing has created a series of great videos. They have How-To videos, they have videos to highlight their showroom. Great content for YouTube and Facebook. You can see their pages on the screen. But we promote their videos beyond these two. One place we love to link to is Pinterest. We all know that photos and finance are our top pages on our site so why not leverage Pinterest and include video there? Or how about Tumblr? For the aesthetic industry, RealSelf is a must as well and a great place to build out your profile as you can upload videos directly to their platform.
- Here are a few other examples of social media created by leverage new age media. The point to this slide is that not all social media channels are alike and when you are posting video consider what you say about the video so you appeal to the audience and their intention.
- Along with social media, we recommend including video on your blogs. Again, video is content and if you embed video into your blog or procedure page and include transcripts, you have yourself an SEO strategy. And email/newsletters? Businesses that include video in their email newsletter see a 92% increase in participation in those newsletters. It is a great way to engage people already on your list and to remind them what you are doing for people to change their lives.
- And finally let’s talk about what we are all here for - converting patients using online video. When I worked in marketing, I managed TV and online media buying with the goal of delivering a cost per lead that was as low as I could get it. When I ran TV and PPC, the PPC was always a lower cost than if I ran PPC alone. We tested this nationally and in different markets. The point is video makes all marketing channels better. But how do we know if video is working? One of the reasons I put video on YouTube is for search purposes. But the second reason I do is because YouTube provides analytics that everyone can understand. How many views are you getting, How long are they watching? And how are they finding your video? By tracking these stats and others in your Google Analytics, you not only have a platform to deliver your message, you have analytics that teach you what is working and what you need to change.
- As I wrap up this presentation, I hope you all have a greater sense of confidence when looking at online video as a strategy you can implement into your marketing plan without making it a huge production.
- With the tips around Creating, Curating, and Converting clients and remembering to relevant, authentic and helpful, you are on your way to building a great video marketing plan.