how to stand apart from competition and gain new …[email protected] when it...
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How to stand apart from competition and gain new patients utilizing Video Marketing
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We built this guide to give you peace of mind that you are following the simplest process for filming videos. This guide also gives the steps to make sure your videos are best positioned online so you can be found and connect with patients.
Video as Part of your Digital Strategy
Video can be used in a lot of different ways. A video interview, for example, can be broken down into snippets for each question asked. These short videos can be used as: Social media posts Uploaded to YouTube As content on services pages In email newsletters As Sections of blog posts
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Videos can also be used in Google or Facebook ads, on landing pages introducing the practice, and on thank you pages for the doctor to express his/her excitement about seeing the individual at their appointment.
Topics to Discuss and Create Videos Around
We recommend creating a master list of videos to create for your digital marketing efforts. These videos can then tie directly into your editorial calendar. Having a master list can also help you to quickly come up with topics and film videos.
As you create this list of topics, add bullet points about any specifics you wish cover and if there is an individual or specialist at your wellness practice who is best suited to speak on a topic.
Patient testimonials
Before and After Current Events
News Releases or myths of the industry
Continuing care videos (for example, how to do exercises at home after surgery rather than just a sheet of paper with the stretches)
Educational videos around your specialties (for these we typically do interview-style videos that are then broken down into shorter clips)
Health Tips Recipes National Observance Days
Lifestyle Videos National #Hashtag Days How To or Educational Videos
Interviews with doctors, staff, local business owners
Q & A Stories - these can be more “about us” or patient stories - Behind the scenes of a practice: Meet the staff, virtual tours, etc.
If you find yourself stuck while creating this list, run through common questions patients ask and common pieces of advice you give to patients after their procedures.
It’s important to stay consistent with your content calendar that you have put together for your social media and blogging needs. You can add the videos to your content calendar. When thinking of topics, think of:
Patient testimonials or before and after videos Educational videos around your specialties (for these we typically do interview-style
videos that are then broken down into shorter clips) Video News Releases
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Continuing care videos (for example, how to do exercises at home after surgery rather than just a sheet of paper with the stretches)
Current events Health tips Recipes National Observance Days National #hashtag days Lifestyle Videos How To Interviews with doctors, staff, local business owners Host a Q & A Stories - these can be more “about us” or patient stories - Behind the scenes of a
practice: Meet the staff, virtual tours,
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When it comes to recording your video, you don’t have to have a huge budget, or professional studio, although those things are great. When it comes to videos you are going to use for blogs and social media, we have found that the more authentic you are the better response you get. You can record a video via Zoom - which is great for interview videos, screen share videos, or just recording yourself. With Zoom it gives you the video and audio file which you can use for a podcast channel.
The following checklist includes steps to take before, while, and after filming your marketing videos. This process and integrating video will feel uncomfortable as you first get started, but over time it does get easier and even fun! We promise
Be consistent with your uploads, add to your content calendar how many times per week you want to do a video and the topic it needs to be on, these videos can be 3 minutes or longer. Before filming Come up with topic (see topic lists in Introduction)
o Create a loose script or bullet points to follow Set up your space - Decide where you want to film video: at hospital, in office, at home
office, outdoors, etc o Make sure there is:
Good lighting - Have light come from front and try to reduce backlight No background noise
o Reduce clutter behind you in the frame - make your ‘space’ fit your brand and persona - will it connect with your target market?
While filming Take a deep breath - you can always re-record if necessary Talk slowly and enunciate Introduce yourself at the start of the video and immediately introduce the topic you will
be discussing. Speak to the camera and try not to look at yourself on the screen
Remember to have a call-to-action in each video, we recommend saying your CTA at the end of your video but then also list it in your description with the link.
Roll with any distractions - shows you are human, someone walking in and out of frame is okay
Camera Positioning: o On Phone – hold or position phone horizontally to maximizing the use
Consider propping your phone, using a tripod, or selfie stick o On Computer/Laptop - Sit farther back than when you are typing at your
computer - Make sure your head, shoulders and if possible part of your body is in the frame
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If you aren’t happy with your built-in camera on your computer, invest in an external camera
Tools to use: Zoom, iPhone/Camera
After filming Load video to Youtube and follow SEO recommendations:
o Add Keyworded Title – What specific thing does the video cover? o Add description, again include keywords or part of the transcript - What will
people learn when they watch the video? o Add Tags o Select a Playlist on your Channel for organization o Add a featured image
Use Canva to create an image Add a text overlay that is a shorter, more catchy version of the Video Title Include your face rather than a stock photo – Trust us, these get more
clicks! o More recommendations below in Part 3 for SEO Recommendations.
Order a transcription of the video from Scribie.com*, Rev.com, or another transcription service to easily create blog content
o Embed video in a blog post along with its transcript or on your website on a services/specialty page
Include the video in Digital Marketing Efforts o Post to Social Media:
Upload video to Facebook as a post Share YouTube Video to Pinterest Crop video as an Instagram Story or IGTV Post the blog with the video to Facebook and LinkedIn
o Include the video in emails: Add the video and a link to your blog a monthly newsletter Add the video to your automated emails for new leads
o Use the video as the media in Facebook Ads Save the video to a video library for easy access in future
o You can download from YouTube o Or use Drive, Dropbox, your Computer
Come up with your next topic to discuss!
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YouTube is owned by Google and, standalone it is one of the most used search engines with over 1.3 billion users. Video marketing is often still overlooked in Healthcare, but it presents an incredible opportunity for centers looking to stand out from competition and easily create content that will grow their visibility online. Often times our client’s videos rank higher organically for keyword searches than their website. These videos also often rank higher than the websites of their completion. What steps do you need to take to ensure your videos will be optimized for SEO on YouTube? Follow these steps and you will be on your way! YouTube Channel:
Channel Art Cover - Use this area to showcase your brand. Image size needs to be 2560x1440. YouTube will then allow you to edit the image for mobile, computer, and tablet size
Channel logo 800px x 800px Complete your “About” description with adding keywords and your website link Add your email, website, and social media links to the link area Create Playlists - Keyword Categories for your videos Create a 1-2 minute video trailer that describes your business You can feature content on your channel, this can be a playlist or a video
Each YouTube Video: Add Keyworded Title – What specific thing does the video cover? Add description, again include keywords or part of the transcript - What will people
learn when they watch the video? o Best practice is to add at least 500 words – there is space for 5,000 characters.
Have a meaningful and catchy first sentence Link to related pages on your website, other blog posts, or other videos in
the description if applicable You want to keep the individual viewing your content rather than
someone else's o Include a link back to your website, request a consultation page, or blog post in
the description Add Tags:
o Add 10- 50 keyword tags o Use TubeBuddy to identify the keywords people are searching for on YouTube o Be sure to add these keywords to the video descriptions if they aren’t already
there
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o TubeBuddy also provides recommendations for future videos to record and topics to cover.
Select a Playlist on your Channel o This helps for channel organization
Add a featured image o 1280px X 720px
Canva* is a great tool for creating these and other images
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To make sure you get the most traction, here is a list of the Apps we recommend to stand out the most with your healthcare marketing videos. Apps for Video Editing and Adding Effects:
Ripl - https://www.ripl.com/ - The simplest way to stand out on social media. Create, post, and track social content in just minutes.
Animoto - https://animoto.com/ - Video making, made easy - Join millions of people creating and sharing videos with our easy drag and drop video maker. No experience necessary.
InShot - http://www.inshot.com/ - Release your Unlimited Creativity with InShot, video editing, filters and effects, etc.
Adobe Spark - https://spark.adobe.com/make/video-maker/ - Free online video maker with music and pictures. Create compelling video content with ease! Piece together your footage with photos, music, voiceovers, and beautiful transitions from one scene to the next.
TubeBuddy - https://www.tubebuddy.com/ - Your best friend on the road to YouTube success. TubeBuddy is a FREE browser extension & mobile app that integrates directly into YouTube to help you run your channel with ease.
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To record your video, we recommend Zoom:
The last item is Zoom - most of you are already familiar with Zoom and use it on a regular basis, but did you know that you can also stream your Zoom call LIVE to Facebook or YouTube?
How you set up your Zoom to your Facebook Account - Video from Zoom
How you set up your Zoom to your YouTube Channel - Video from Zoom
Zoom has a free version and paid version, this tool is great for webinars, video conferencing also interviews with happy clients or customers to get the video testimonials. You can set up your screen to view side-by-side which is perfect for those interviews and video testimonials.
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Digital Marketing Management for Healthcare Professionals
We work with Healthcare and Wellness marketing departments and physicians to ensure their healthcare digital marketing and content marketing is fulfilling the goals of their practice.
Our healthcare clients find peace of mind that each aspect of their digital marketing is working to attract new patients and facilitate increased clinic awareness for their specialties. The Social Speak Marketing Management leads prospects through their patient journey and increases the ROI of the practice’s digital marketing efforts.
Our services include:
Social Media Management Blogging and SEO Pay Per Click and Sponsored Advertising Optimization Email Marketing Website Development
Contact our team today to schedule a consultation
Our clients are values-based healthcare professionals that believe in building long-lasting relationships with their patients through trust, authenticity, and education.
With one of the highest retention rates in the industry, we work to become one with your brand. Our team of experts gets to know your niche target market’s belief systems, concerns, and transformations that they experience through your services.
Our goal through our work together is to help you stay focused on providing the best service to the patients who walk in the door, while we make sure you are putting your best foot forward online.
We provide you with real advice and proven digital marketing management strategies you need to most effectively grow your healthcare practice.