Video is a versatile tool for communicating your message on the web. It can help you show off your medical device, live stream AMA sessions, and publish quick how-to videos for your medical technology software. And since (almost) all you need is a camera and something to sell, it has the potential for huge ROIs.
Video provides plenty of benefits and opportunities, including:
- Educating your customers
- Optimizing your SEO
- Maintaining relevance
- Growing your relationships
- Converting viewers into customers
1. Educating Your Customers
It takes more than a slick pitch to make a sale in the internet age. For one thing, there are simply way more ads than there used to be. According to PPC Protect, the average person encounters an estimated 6,000 to 10,000 ads per day. With that kind of competition, you need to do everything you can to ensure that your product stands out from the crowd.
Creating video content for your different marketing channels is the perfect way to do that. Rather than tell a potential customer about your product or service, you can use video to show them how it works. With video, viewers can witness the value of your product in action rather than simply telling them about it on a landing page or in a blog post.
2. Optimizing Your SEO
If you’ve dipped your toes into the world of digital marketing then chances are that you’ve heard of SEO. Short for “search engine optimization,” SEO helps push your website up the search rankings and eventually reach the coveted featured snippet position. But SEO works for more than homepages and blog posts — it’s also a key component for YouTube.
As Forbes points out, YouTube is much more than a social media platform. It’s actually the second largest search engine on Earth and dwarfs competition such as Bing and Yahoo. This means that quality video content can be optimized along similar lines as blogs and other pages on your website.
Once you’ve posted them to YouTube, you can share or embed videos across your communication channels, including:
- On your social media channels
- On your website, landing pages, and blogs
- In emails
This way, you’re not just making videos because you read that you should, but there’s a deliberate strategy behind the content. You’re actually developing a powerful facet of your digital marketing efforts.
Check out our blog on social media marketing to learn how YouTube and other socials can help grow your business!
3. Maintaining Relevance
Video is ideal for communicating information in an entertaining and practical way. This is especially true for short-form videos that highlight a special feature or benefit of your product. These short explainer videos are only a couple of minutes long, providing easily digestible information for your viewers.
They’re also great for announcing:
- New products
- Events your company will be at
- Special promotions
These videos can be powerful when tailored to your company’s buyer personas. Based on data and some educated speculation, buyer personas are essential for an inbound marketing campaign since they help you determine who your ideal customer is and how to best reach them.
Create story-driven videos that resonate with your personas to really grab their attention. As Hubspot points out in their 2021 Not Another State of Marketing Report, users watched 12.21 billion minutes of video last year, so what do you have to lose?
Click here to read our blog on boosting your online presence with inbound marketing!
4. Growing Your Relationships
Giving your customers an inside look at your business is a great way to build relationships, and few methods do that better than live video. It provides viewers with real-time interaction with you and your business. Options like Facebook Live, YouTube Live, and TikTok are still somewhat new, but what they lack in age they make up for in benefits.
According to HubSpot:
- Over 35% of brands are using live video as part of their social media strategy
- 82% of people prefer live video to a standard post on social media
- 80% of people prefer a live video to reading a blog
- 67% of those who watch an event on live stream will purchase a ticket to a similar event
Of course, it takes more than “going live” to have a successful live stream event. Whether you’re doing an AMA or a demo of your product, you’ll need to plan ahead and create a lead-up campaign with promotional content for the best results. This can include which social media platform you decide to use based on their demographics and your buyer personas.
5. Converting Viewers Into Customers
Video has repeatedly been shown to play an important role in whether or not a person makes a purchase. This is particularly true if they’re able to see a product in action, with Wyzowl reporting that people are 74% more likely to make a purchase afterward. This can be especially effective for landing pages where you want them to focus their attention only on the product.
Videos are great for making people stick around and can help inspire curiosity in viewers. Once the video has ended, they can explore your site and learn more about your company. They’re also important for people who don’t want to read a lot of text, providing them with a way to absorb your information without becoming bored.
Incorporating Video into Your Health Tech Marketing Campaign
Creating video content for your health tech company can be more demanding than it seems at first. Knowing your audience, when and where to post or stream, and incorporating it all into a cohesive campaign can be more than you bargained for.
Fortunately, Baker Marketing is here to help. With nearly a decade of helping clients thrive in the digital world, we focus on a combination of inbound marketing and a digital-first mindset. Unlike other marketing vendors, we’re your marketing partners, providing you guidance and insight as we help you achieve your marketing goals.
Are you ready to dive into the world of online video marketing? Schedule a call with our team of marketing experts today for a free 30-minute strategy consultation!
Video content allows you to show viewers how your product can provide value rather than trying to sell them on it. With YouTube, you also have the ability to optimize your videos for SEO and get an extra boost in search results. Short-form videos help you communicate quickly with your audience and stay fresh on their minds. Livestreaming allows you to meet your audience one-on-one and build stronger relationships with them. Video has also been shown to greatly increase the chance of someone making a purchase after viewing.
Baker Marketing Laboratory has spent years helping healthcare businesses find their footing in the digital world. Through a combination of inbound digital marketing and powerful messaging strategies, we help you craft a marketing campaign that resonates with your ideal customer. Contact us today to schedule a call and learn the difference we can make for your business.
