Over the years, the popularity of video content has increased significantly. The engagement rates of videos are more than that of text and images, and so, it makes sense for businesses to create more video content.
The increase in the number of videos created also means that the healthcare market is a little bit saturated. If you want to win the video marketing game in 2023, you need to have a successful strategy in place.
If you’re new to video marketing, worry not as it’s not as overwhelming as it sounds. You just need proper planning, diligence, and empathy towards your audience. In this article, we will discuss the seven most important steps to perform to initiate a successful social media marketing strategy.
Set Precise Goals
This might seem like an obvious step when it comes to creating a video marketing strategy. But it’s one of the most overlooked steps. Think about what you want to achieve through social media video marketing. Where exactly do you want to lead your audience through your healthcare videos? What does video marketing success look like?
Brand awareness, increase in sales or website traffic, or a specific number of users signing up for your healthcare newsletter can be some of the many goals you can set. If you’re relatively new to video marketing, make sure you are realistic about goal setting. Don’t overwhelm yourself by setting too many goals.
Setting goals is important to stay consistent with your video marketing efforts. At the same time, it helps every stakeholder understand how their contributions affect the video marketing goals and also helps them identify the time they need to invest.
Experiment With Video Types
The best thing about social video marketing is that you can experiment with multiple healthcare video types. You don’t have to stick to a specific video type throughout the campaign. This also means that your audience won’t get tired of viewing the same kind of content.
Depending on what’s suitable for your healthcare business or brand, you can choose from different video types. Again, the key is to experiment with different types of videos and see what resonates the most with your audience.
How-to videos, educational videos, interviews, product explainers, behind-the-scenes videos, client testimonials, and event videos are some of the common video types.
Just like in any other marketing strategy, consistency is the key in video marketing. For your healthcare brand or business to stay relevant, you need to continually create and publish content that engages your audience and entices them to avail of your products or services.
But consistency doesn’t mean posting every day. The key is to find a balance between consistency and quality. You don’t want to create a large number of videos with lower quality. At the same time, you can check how your competitors are doing it. Check out how frequently they upload videos and also the type of content they publish.
If you’re just starting out with video marketing and don’t have the necessary budget to publish continually, don’t worry. Video marketing isn’t as expensive as you think is. You can record videos using a smartphone/camera and edit them using an online video editor like InVideo. In most cases, they are free or cost-effective.
Creating concise and to-the-point videos is the best way to get your message across to potential customers. Be empathetic about their time and offer information in a shorter time frame. Of course, not all of your healthcare videos can be under a minute.
You can experiment with different lengths and see what your audience appreciates the most. If a particular topic needs a lot of explanation, break it down into smaller pieces and publish them individually. An ideal length of a video could range from 1 to 5 minutes.
Even if your store is located in a particular location, you can never be sure who views your videos. Therefore, it’s a best practice to include subtitles in your videos. It will help non-native speakers as well as users with hearing impairments to easily consume your content.
Additionally, videos shared on social media platforms like LinkedIn automatically start to play without any sound. In such cases, including subtitles is a great way to grab the attention of users and get your message across, regardless of whether the video is on mute or not.
Distribute Your Videos
Uploading the videos you create on YouTube alone is no longer enough. Instead, you need to distribute the videos on multiple platforms. Your audience can be spread across multiple social media channels. To reach them, you need to make sure that every video you create is shared on all of the platforms.
You can tweak the videos to fit the requirements and viewing habits of each platform. If you publish a 5-minute video on YouTube, you can break it down into multiple, easily digestible videos for other platforms like Instagram.
Analyze Your Efforts
Creating, publishing, and distributing alone won’t do the trick. Instead, you need to analyze every video. Watch time, the number of views, social shares, comments, and likes are some of the metrics to look at.
At the same time, you need to check the number of users who made the desired action for each video. As mentioned above, this could be visiting your website, buying a product, signing up for your newsletter, and more.
Analyzing your videos will help you uncover valuable information. This could be understanding what works with your audience and what doesn’t. These pieces of information can be used to modify your future videos for better results.
Social media video marketing is an unavoidable part of online marketing. It’s the easiest way to convey your healthcare brand’s or business’s message to the audience and is more effective than images or just text. And fortunately, it’s becoming increasingly cheaper to produce videos.
Along with consistency, patience is also a critical aspect of video marketing. You can’t expect every video you create to go viral. Be empathic with your audience and listen to what they think about your content.