Video is a proven marketing tool. If you’re looking for better results, here are 8 key steps to make sure your health IT video content increases conversions.
Your health IT content marketing needs a video component. Used effectively, video content increases conversions.
It’s no accident that we’re seeing a growing use of video on websites and in our social media news feeds.There is a lot of market research out there that makes the case for adding video content to our marketing mix. Check out these statistics
- 70% of content marketers use video
- 65% of executives visit a vendor’s site after watching a video
- 51% of executives under 40 made a business related purchase after viewing a video
Video content proves that the adage ‘a picture is worth a thousand words’ is not some made up cliché; it’s rooted in fact. According to a report from 3M we process images 60,000 times quicker than reading text!!
Essentially we can view an image, comprehend the message it is telling us and relate it to our own experiences in a blink of an eye.
Video can turbocharge your content marketing results. But remember video is only the first step. Before you hire a camera crew or set up your company’s production capabilities, make sure your video content is set up to deliver conversions and meet your marketing objectives.
In this post, Joel and I share 8 steps you should take to help make your video marketing dollars work smarter.
Your Strategy to Drive Health IT Video Conversions
In the world of marketing, the ultimate objective is conveying information that will lead prospective customers to take an action. In other words – increase conversions. Without a conversion strategy, you’re not taking advantage of video’s potential.
That’s where video can help. Even branding videos lead to better conversions albeit, higher on the marketing funnel. The key is finding the right combination of web placement, content and calls-to-action that gets physicians, their administrators or their IT leaders to:
- Request more information (e.g. case study or another video)
- Sign up for a webinar
- Request a demo from your sales team
1. Educate Your Viewers
- “Explainers” to explain what your solution does
- “Demos” to demonstrate its features
- “Testimonials” to validate its performance
Video content is particularly effective for health IT software capabilities that are difficult to describe. If you want a physician practice and healthcare organization to contact you, then show how your solution solves their specific workflow, billing, coding, scheduling or clinical problem. Demonstrate how structured and unstructured data can be shared and templates can be customized.
Be authentic. Avoid sales language. No physician likes it or has the time for it. Instead educate and show how their life will be easier, their practice more profitable or their patients better cared for. Make your audience care.
2. Keep Focused
Try to keep your marketing videos to 1 and no more than 2 core messages. Any more and you start to lose viewer attention. Your goal is get them to contact your sales team. It’s up to your sales reps to do the deeper dive.
3. Get to the Point
A ton of information can be conveyed in 60 seconds or less – the equivalent of a page of text.
- Get to the point quickly and address specific needs.
- Avoid lengthy intros with extended music and animation.
- Make a clear and understandable offer – what is your value proposition.
4. Have a Call to Action (CTA)
We can’t stress the importance of having an action oriented CTA that will induce your viewers to perform a specific act like a request a demo or download a case study.
Placement is important.
Use a lead capture form or “turnstile” a third or a half way through the video. A turnstile allows you to ask for a viewer’s name and email address. CTA’s can be pop-outs or an embedded contact form that can push a contact information directly into your CRM tool or marketing automation platform.
And if not in the video, place contact information or conversion form near the video on your webpage.
5. Get Found on Your Website
Videos not only have the power to motivate; they’re highly effective in improving search results. Most B2B videos are accessed through a website, email link or social media post.
But if you can’t be found, you can’t convert. You’d be amazed how hard it is to find videos on many health IT websites.
In addition to uploading your videos to YouTube, Vimeo or any other video hosting site, embed a video directly onto your home page. Pay attention to where it might show up on a mobile screen, as increasingly this is the first place that physicians use to access the internet.
If you have a specific webpage or landing page associated with a particular feature or specialty, place your video at the top of the page to drive more viewership, and correspondingly – more conversions. Website visitors are more apt to watch a video first rather than scroll down and read any text on the page. Videos that are placed at the bottom of the page get significantly fewer clicks.
6. Use SEO Optimized Titles
Even as the internet becomes more image centric, words still do matter, especially video titles. Titles that are accurate, descriptive, and inspire curiosity work best. It may be the difference of someone watching your video or not.
7. Use Thumbnails
Yes those little pictures, images or still frames are important to conversions. Even if the video is embedded on your website homepage, without a good thumbnail, videos can be overlooked and ignored. And it’s one of the first things to capture your attention when you search Google or YouTube.
Think of them like a movie poster at a theater. Of course they should accurately represent the video. Make them eye-catching to get more clicks and increase views. Play with contrast, brightness, color and size. Use an image of a real person with a smiling face; they’re inviting, personal and are more likely to get a response.
You may also want to consider different thumbnails for your website, email and social postings.
8. Adjust and Refine
Any video conversion plan needs a strategy that can be adjusted and refined based on response. Are you seeing an uptick viewer response? Are the leads more qualified? Where does viewer interest drop off?
Play with content, placement, the CTAs in isolation or in combination. In later videos we’ll dive deeper into A/B Testing for marketing videos, but here’s a useful introduction.
About the Authors:
Dan Greenfield is Principal of Health Tech Insight, a content marketing practice specializing in helping health IT companies reach physician practices, clinics and healthcare organizations. He has an extensive background in PR, corporate communications, video production and event planning. His services include blogs, video, infographics, case studies, webinars and podcasts.
Joel Goobich is the President of Big Picture Advisors, a consultancy dedicated to the use of video marketing to spur business and revenue growth. He helps SMBs and Startups efficiently utilize the power of video in a changing and modern business environment. His popular weekly podcast series Video Marketing 2.0 explored the new paradigm of video marketing for business.