4 Creative Ways Video Marketing Attracts New Patients

Using Video Marketing to Attract New Patients

Video Marketing to New Patients

If you’re looking to introduce yourself to new patients, this article will break down several tips to using video marketing to spotlight your practice and help acquire new patients.

To attract new patients who may want your services, you’ll need to address their concerns and show how you can help them. By showing how you’ll help them you can persuade them to reach out and call you for an appointment.

  1. Explainer Videos – Explainer Videos are a great tool to help potential patients understand who you are and what your specialty is. A medical explainer video explains common medical conditions and treatments that you provide and shows the viewer that this is a condition treated by your practice. Not only do explainer videos allow you to educate patients but they also help you create a list of potential patients to refer to other doctors. Choosing a new doctor is a big step for patients, and sometimes a little goes a long way in easing someone’s mind, and our next item does that without you telling them anything.
  2. Patient Testimonials – We always recommend that you create a video featuring real patients (clients, customers, etc.) who can share their positive experience in your practice. They can, and usually do, say things that you cannot say without sounding like a sales pitch. They will speak from the heart and make the viewer understand how valuable and helpful their experience was. By far, this is the most effective video for any medical practice.
  3. Meet The Staff – Have potential patients meet your staff to make your practice more relatable. Remember, people buy from those they know, like, and trust. By introducing your team, you show how pleasant an experience they can have when they come to your office while making the viewer more comfortable.  We recommend creating videos that introduce viewers to healthcare providers at your practice, including doctors, nurses, and other staff members.
  4. Patient Education Videos – Create videos that provide detailed information on specific medical conditions and treatments, as well as tips for managing those symptoms at home. These videos should also provide detailed instructions on how to take care of oneself after a surgery or treatment. These video will be an outside sales funnel for your business. If you place something like this on YouTube and do the best practices on the backend of YouTube, you’ll start to find people that have searched for a particular medical problem. Because you’ve provided an answer, they may reach out to you for an appointment. 

Video is a powerful tool, and should not be overlooked. People are always looking for answers to their questions online. Knowing this, we think you should be the answer they’re searching for. People are concerned when it comes to the state of their health and may not currently have a health provider to answer their questions. So by offering general health information via video, you are not only doing your community a service but you’re also expanding your practice’s presence.

Don’t want to stop there?

Here is a list of other video types that can help you reach your targeted viewer.

Case studies: Create videos that showcase real-life case studies of patients you have treated, including their diagnosis, treatment, and outcome. This is a powerful video technique.
Patient care: Create videos that demonstrate how to provide patient-centered care, such as effective communication and empathy.
Infographic videos: Use animation to create informative videos that break down important health information such as statistics and facts.

Interested in using video to market your business? We’d love to help you identify the best way to use video marketing to attract new patients. Give us a call at 561.800.2105, or visit us at PlumProductionsMedia.com.

 

Other Video Marketing Ideas: 

How To Use Video and Video Marketing For Your Business

7 Benefits of Video In Business Marketing

Marketing Ideas to Patients

7 Benefits of Video In Business Marketing

business marketing video production

Video has become an increasingly important tool for businesses looking to market themselves and reach new customers. In fact, according to a recent survey, over 50% of marketers claim that video is the type of content with the highest ROI. Below are just a few of the many benefits that video can bring to your business marketing efforts.

Business Marketing, Hotel Marketing

Using Video in Business Marketing Can Provide

  1. Increased Engagement: Video is a highly engaging medium, and it’s much more likely to capture and hold a viewer’s attention than text or static images. By using video, you can more effectively grab the attention of your target audience and keep them engaged with your brand.
  2. Higher Conversion Rates: Video is a powerful tool for converting visitors into customers. In fact, including video on a landing page can increase conversions by up to 80%. This is because video allows you to more effectively explain your product or service, demonstrate its value, and build trust with your audience.
  3. Improved SEO: Google and other search engines love video, and using video on your website and social media channels can help boost your search rankings. This is because video provides another way for search engines to understand the content of your website, and it can also drive traffic to your site from video sharing platforms like YouTube.
  4. Greater Social Sharing: Video is more likely to be shared on social media than other types of content, which means it can help you reach a wider audience and build your brand’s online presence. In fact, according to one study, video is shared 1200% more times than both links and text combined.
  5. Enhanced Customer Understanding: Video is an excellent way to explain complex ideas or products in a way that is easy for your audience to understand. By using video, you can more effectively communicate the value of your product or service and help your customers better understand how it can solve their problems.
  6. Improved Customer Retention: Video is a great way to provide ongoing value to your customers, whether it’s through educational content, product demonstrations, or customer testimonials. By using video to keep your customers engaged, you can improve customer retention and build long-term relationships.
  7. Increased Brand Awareness: Video is a highly effective way to build brand awareness and establish your business as a thought leader in your industry. By creating high-quality, informative videos, you can showcase your expertise and establish yourself as a trusted source of information.

While this list is not every way video helps your business, we know that video will convey a message in such a way that it is cleaner and easier to understand, than many of the other forms of marketing communication.

Overall, video is a powerful tool for businesses looking to market themselves and reach new customers. Whether you’re using video for social media, your website, or email marketing, it’s a medium that can help you effectively engage your audience, boost conversions, improve SEO, and build brand awareness. So if you’re not already using video as part of your marketing strategy, it’s definitely worth considering.

Have questions or want to talk through your idea? We’re here to help! Give us a call today.

 

 

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What Is An Instructional Video?

Instructional Video image, video production

What is an instructional video?

An instructional video is any video that shows the viewer how to do something or gain knowledge. It can be anything from showing a process in the physical world or using a software application to teach soft skills such as leadership, customer service, values, etc.

Instructional videos are the most engaging and cost effective way to implement systems within your organization!

Every business or organization has systems in place that allow their workforce to move the organization forward, and it doesn’t really matter which industry you serve. We all can agree that effective implementation of these systems are what make business or organizations successful. There are several ways systems and tasks can be taught within an organization. The most common way this happens is by learning from one member to another, by text or by Plums Production’s favorite: An instructional video.

Let’s dive into why instructional videos outperform verbal and text as a way of teaching systems within your organization:

Video versus Verbal

Each time a new member joins the team and you have one of your old members, most likely a higher paid employee, teach the new member the systems within your organization it requires the higher end pay employee to take time out of his/her productive day to go over all the systems and information with this new member, and what happens if the new member doesn’t get the message the first time. They have to go over everything one more time…which means more time and money spent not working in your business. Here is the worst case scenario: What happens if this experienced employee leaves? Do you have another team member that knows as much about your systems as they did? If not, will you be able to recover as quickly now without that experienced team member? To overcome this, Instructional videos can be played as many times as you like, they can show visually your work spaces, usage of tools, and most importantly they will live forever.

Video versus Text

There is really no competition when comparing text and video. In this digital landscape, video is shown to generate 1,200%  more shares than images and text combined, and in terms of engagement, the chances of capturing your viewer’s attention is much higher when video is used, as opposed to plain text. This is because video can be more entertaining and engaging, plus it can visually represent the message you are trying to convey.

For example: If you own a restaurant and want to explain to a new server the systems inside your restaurant, an instructional video can show visually how the buttons on the POS system look, can show where everything is, what are the values of your organization and how things should operate. Video just uses the combination of visual aesthetics and audio to represent more clearly the whole picture.

Here are a few tips from your Plum Productions team on how to create a compelling instructional video:

  • Define the goal of your instructional video: Who is it for and what benefits will it bring for your organization or to the individuals watching it?
  • Write everything down: When creating an instructional video, time is critical and it’s important to narrow down the information to exactly what the user needs. Recent studies have shown that the majority of viewers want informational and instructional videos to be less than 20 minutes, with a preference toward the 3-6 minute ranges. (Source). This means that you should make your video as long as it should be to get the job done properly, but as short as possible.
  • Stabilize: Keep your camera on a tripod for stability,
  • Audio: Use an audio recorder to capture audio cleanly.
  • Focus: Check your focus. We don’t want blurry shots!
  • B-Roll: Support what you are saying with animations or B roll. B-roll is simply secondary shots that support what is being said. These can help simplify complicated concepts and show visually what is being said, because there is no better way to explain what you are saying than to show it!

Are you ready to create a compelling instructional video? Here at Plum Productions we do instructional videos often and we are ready to help you! Let us know if you have any questions or want to find out more information.

Possible Instructional Video


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Video Length

How to Harness Video for Business

Video For Business - Plum Productions Corporate Video

It is amazing how so many people are using video for business. Whether your business is small or very large, using video to improve digital marketing efforts is the trend, and is likely not going to go away. Whether companies are creating promotional tools or educational segments it’s important to keep in mind that it must be engaging and worth watching.

In this post, we’ll cover some tips for making great marketing videos to how to harness the power of video marketing to get results in your business. We’ll cover which videos are must haves and which videos are nice to have, but not as critical so that you can focus your time on getting results quickly.

Tips To Creating Awesome Marketing Videos For Business

There are several elements that must be present in a quality business video. Besides shooting with a quality camera, using quality audio, and inserting supporting shots, there are some important aspects every video needs to have. First, it must have a message or a story.

Story/Message

The real message may not be what you think. What are you trying to convey? What is the point of creating this message? These questions seem obvious, but we’ve had clients ask us to create a video for the purpose of having a video, but when it came time to using it, it wouldn’t drive results. We knew it wouldn’t create results because the video just spoke AT the viewer, not TO the viewer. We helped them craft a message that spoke to the problem people face and how their product was the solution by telling the right story. Here’s an example of a video that does exactly that.

Video Mission vs. Product Mission

What we mean is you want people to relate, not watch. Viewers only relate when they put themselves into the story. We created a nonprofit video a while back that was shown at a breakfast. The crowd was engaged because it supported the mission of the organization and everyone could put themselves into the situation that was being described. When the video was done, people were wiping their tears because they could imagine themselves facing the same problem…that it could happen to them. They realized they needed to give to the cause because they could just as easily be in need and that others in the future may too. We were told this was a highly successful event. Here’s the video:

Where To Use Video For Your Business

Once you have the video, where you put it and how you use it can make a difference. If you simply place it on your website, how will you drive traffic to your site? If you’re placing it on YouTube, how are you doing the proper research to make sure the video will be found? Are you using all the tools at your disposal? If you’re using the video in your email program, are you measuring click-through and other data points to ensure you know what’s working, what’s not working, and what is producing the results you desire?

Are you using video to create a blog post? Answer questions for potential customers/clients? Or are you just posting video to post video? If you don’t have a measurement component toward a goal, we would not recommend investing money or time into video. It’s important to keep measuring results versus goals as often as possible when posting video.

If we can help you create video for your business at any time, we’d be happy to help! Post any question you may have and we’ll see if we can answer them for you.

 

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Video Shoot for YouTube

How Is Video Changing In 2021?

Whether you’re a large, multi-national company or a small business, video is increasingly more important in marketing the business. How to use video is becoming an increasingly important area to explore and in 2020, we saw a huge increase in the use of video and that appears to be continuing in 2021.

Trends show that video is increasingly more important to share a corporate message than ever before. The question remains how has 2020 changed the way video is used? How will video be used in the coming years? In this post, we share some of the interesting trends we’re seeing in the corporate video production and corporate livestream video world and address the question:

How to use video and video marketing for your business in 2021?

The primary way video has been used in the years leading up to 2020 was to create a branded message with the purpose of converting a viewer into a fan and eventually into a customer. The road to conversion has shifted slightly. How it is being used and the methods that video has been incorporated shifted greatly during 2020. Many organizations shifted to creating videos that showed the viewer a behind the scenes, more intimate look at their operation. The goal was to show who was behind the scenes and how their people make up the business. The feel was directed to a “Our people are our business” mentality.

How To Use Video and What is Video Marketing and How Does It Work?

Video marketing is simply the process of creating a corporate video for the purpose of highlighting what a business does, how they help their customers, or telling their story in a compelling way. The ultimate goal of any video marketing strategy is to convert viewers to customers or clients. This conversion should be measured and converted to a Return On Investment (ROI).

If the video is compelling, more viewers convert; if a video is less compelling, less will convert. This means it is extremely important to enter the video production process with a purpose and goal. The purpose might be to share the story or show the human side of a corporation (think Publix Commercials) and the ROI might be 1 customer created for every 1,000 views (where we might assume part of the ROI is to retain or reinforce a message to existing customers).

Video Marketing usually works in the form of a commercial placed in front of the viewer (via television, online media consumption, or mobile media consumption). For example, a short video ad might be placed in front of another video that the viewer wishes to watch but must first watch the advertisement to view the video they want to see. This can be effective for forced marketing.

Another form of Video Marketing is the creation of a consistent stream of informational videos sent out to YouTube. For example, our Creative Director, Jenn Jager, created a YouTube channel several years ago to demonstrate her knowledge about video production. Since its creation, several clients have found Plum Productions because of her videos about various video production related topics. This is a form of Video Marketing that is more passive and less forced.

People search a question about a topic, find her video on Google or YouTube, watch her video, and then later reach out because they have questions and want to know if she can help. This is a much better method of gaining clients over time than forced advertisements; although, there is certainly a place for paid advertisements. For example, in her videos, she may have a paid advertiser run their ad prior to her video or she may promote a product for a company based on a paid agreement (usually noted in the video).

How Effective is Video Marketing For Business?

Let’s start with the assumption that one is placing the video in the right place at the right time to be in front of the right audience. That is the critical first step and why it is particularly important to have a purpose and goal prior to creating any video.

Now think about when you shop online for a product or service. Do you read any reviews? Most likely you do. Do you do any other research like Google the product name? You probably do. Do you watch videos related to the product or service? Most likely you do. That seems to align with the research.

According to Smart Insights, more and more marketers (those who place ads) are finding that video are a critical component of their marketing strategy. They find that the ROI on video has been steadily increasing over the years and it continues to do so this year.

One shift that Smart Insights and the marketers they’ve surveyed found that there has been a shift in where videos are placed and get a return on their investment. They are not only seeing a greater watch time (increasing by approximately 19%), but also seeing a shift from television advertising to online video marketing. The spend has grown faster in the online video segment than the television segment, which is significant and worthwhile to know.

What Types of Video Should Be Used When Marketing?

At Plum Productions, we’ve seen a shift in the past year to more online events and a growth in creating video for websites to improve search engine optimization. Here are the types of videos being used to market business right now:

  • About Us Videos
  • Testimonial Videos
  • Video Reviews
  • Corporate Messaging Videos (internal and external)
  • Demonstration/Product Videos
  • Real Estate / Construction Videos
  • Sales Tool Videos
  • Live / Livestream Videos
  • Virtual Event Videos

Here is a little more information about each one:

About Us Video

In this type of video, the company is simply trying to share with the viewer who they are, what they do and why a viewer should do business with them. Think about the traditional, “We’re ABC Company and we do X” style. This is something Plum Productions does a lot of and can help you create a script or branded message to better capture potential customers.

 

Testimonial Videos

If your company has a client base that can be asked to give a positive statement on camera, this is a great tool to help any company convert a viewer to a sale. Most people want to know they’re not the only ones who are buying from you…they want to know that others have tried you and you are legit. This should be used on any sales page that asks for the sale (asks for a payment). It will help conversion over time and help close the deal.

Video Reviews

This type of video is typically used with products. Most times this is a video that is created by someone who purchased a product and wishes to unbox and review the product for their viewers. This can be a source of income for product companies if they request a YouTube Influencer to review their product on their channel. Be prepared to offer an affiliate link or payment for their efforts and time. If their channel is the right channel for your audience, it should be worth the investment.

Corporate Messaging Videos (Internal & External)

Recently we did a video for a national company to review how they did in the first quarter of 2021. This video was shared internally with their team around the county to give everyone a sense of how they did and give the team a goal/direction to strive toward. This is a great way to communicate outward to the team to motivate them to continue to improve. This type of video can also be used to communicate outwardly to vendors and even customers. This video might include information to help viewers understand how well the company is doing and how they are grateful for their customers. By doing this, it reinforces brand loyalty with both vendors and/or customers.

How To Use Video: Demonstration / Product Videos

This type of video is for companies that sell products and want to show possible uses or the versatility of the product. For example, in this video from Epoca.

 

Or this video from the Tator Gator, both show how the product can or is used. This type of video helps the viewer understand what the product does but also puts the viewer into the situation to better clarify to the viewer if they should buy or not. If it’s not for them, they should be able to see that in the video to prevent product returns.

 

How To Use Video: Real Estate / Construction Videos

This area has grown dramatically in the past few years. Realtors are starting to create short videos to show a home they have listed to improve the possibility of a sale. The other area video is being used is in the construction market. Here, Origin Construction shows what type of work they do, how they work, and who is their client.

How To Use Vide: Sales Tool Videos

Videos that are used as sales tools are videos that walk the viewer through steps to get to a purchase. It might be a short social media that leads the viewer to a slightly longer video on a landing page followed by an even longer video that makes the purchase easier for the potential customer. These videos can also be frequently asked questions (FAQs) before calling in to speak to someone in the business before making a purchase. The other way a sales tool video is used is during a sales meeting, the salesperson uses a video to explain or show their services. It becomes a tool in the process of making a sale. If the focus is to lead the viewer down the path to a purchase, it most likely is a sales tool video.

How To Use Video: Live / Livestream Videos

One of the more complicated but highly effective videos is the livestream video. This has been on trend in the last half of 2020 and into 2021. This type of video allows large groups of people to gather without the risk of spreading disease…but more importantly, it widens the geographic area an organization can communicate. We had one nonprofit talk about how they did their livestream and learned that people were watching in all four time zones of the U.S., and they were able to increase their donations because of it. Larger audience for them meant more dollars coming in.

How To Use Video: Virtual Event Videos

Like Livestreams, this type of video is one where we produce a full event (emcee, participants, etc.) provide the video to the client and they stream it as if it is a live event. This can be helpful if you don’t want to leave anything to chance and just want the event to happen. During the “event” everything runs smoothly, and all viewers feel like they’re watching a live event…even though it is pre-recorded and highly produced. Imagine a television show captured as an event.

Why Is Video Marketing Important?

Video and how you use it to market the business does several things. First, it creates an awareness for viewers. They begin to recognize the brand, the style, etc. and begin to feel more comfortable with the company. If a viewer feels more comfortable, they’re more likely to buy because they form a sense of trust. If a viewer can go online and learn how your product works or troubleshoot by watching a video, they’ll appreciate that more than waiting on the phone for answers.

Video and Connectedness

When done correctly, viewers will feel emotionally connected to the organization if they see people. Sometimes it’s tempting to simply create an animation/cartoon video to explain what your business does, but we find this to be less effective. When you research a company to trust with your money, do you want to see who they are or have characters explain your business? Most people tend to prefer people because they want to know who they’re dealing with. Obviously, the lower the financial risk, the less important that is, but it becomes increasingly important when the financial investment rises.

With all that said, it’s important to know who your audience is, what they are looking for and where they do their research. By knowing this, you will have a much higher probability of capturing them where they are while they are going about their daily business.

If you need any help creating a video that captures attention and converts to sales, please feel free to reach out to us and we’d be happy to answer any questions.

 

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Virtual Marketing – Videography during COVID-19

woman-computer-office

Virtual Marketing – Powerful Tools during COVID-19

The issue isn’t so much if you should create video it’s a matter of how. Virtual Marketing has taken off during COVID, so how do you create video during this pandemic? It can be easier than you think, but it will take some extra planning.

During the pandemic, we were all subject to time at home. Time to think about, “What now?” While some took that time and created something new or slightly different, others waited to see what will happen next. One component that was impacted heavily was video marketing. How do you create new stuff? How do you advertise when everyone is home and they don’t want what you’re selling? Do you ramp up social media? Do you create poor quality video content? How do you create video while social distancing? All great questions, but there are answers and there is a silver lining.

It’s tough to do a full-blown video shoot with a large crew, lots of cameras, lots of people on set, etc. How do you create a video when have your staff is still working from home? You don’t. But what you can do is create a planned out shoot that will provide you with the video that shares your message safely. COVID and the lock down has created a huge opportunity for some. Here’s what we’ve been doing to help those who want to use this opportunity to maximize their messaging.

  • Show How You’re Dealing With COVID – This is one way you can use video. Show your potential clients/customers how you are currently using the proper protocols and safety procedures to keep them safe. That’s what they want to know: Can I trust them to keep me safe? Show them how you’re doing things right and how you’ll keep them safe.
  • Capture Virtual Content – We’ve edited several ‘virtual’ events where the client has a Zoom call and has it edited into a concise video featuring interviews and conversations. These videos/calls can be branded and made to look professional, even though it’s just a Zoom call.
  • Small, Short Content – Some clients are asking us to crate videos using stock video, 2D graphics, even Doodly videos. All of these options allow the business to share a story and get it out via social media or via broadcast. Branded and visual makes the message complete.
  • Create a Video Review – Get your current customers to create a video review for you. They can do it with their cell phone or they can come to our studio where they can come in the back door, stand in place (everything is all set up already) and say their few lines, and leave the back door without touching anything. Masks are required, but we’ll be socially distanced as well.
  • Being Human – If you’ve ever wanted to create your own video using your iPhone to send messages to your clients, now is the time. Video, even poor quality image video, is effective. You’ve seen the late night shows do it on television, so can you…and you can do it without the fear of looking foolish or skimping on quality.
  • Last Point – Know that people don’t want to be sold hard right now. That’s a tactic that can work during normal times. Try this instead: “We’re sure you’ve been impacted by COVID, but we have no idea how badly. We also want to say that we’re here for you when you need us. If you don’t need us now, we completely understand. If you need us in a new way, please tell us so we can help.”

Change creates fear. Instead of being fearful, it’s time to embrace it. Know that we’re doing to be dealing with this for a while moving forward. Knowing that, what changes can you make in your business to make you stand out, be compassionate, and highlight your safety mechanisms all at the same time?

Here’s an example a Zoom Call that was converted into a show:

Here’s an example of a Doodly style video we created.

The opportunities are endless. Need help coming up with ideas? Let us know. Have a different idea that you’d like to do, we’d love to talk and see if it’s something that we can do for you.

Hotel Video Production Marketing Strategy

hotel video production, woman at resort hotel pool with drink

Hotel Video Production

Are you worried about how to fill the rooms? Are you unhappy with your online reputation? Do you have a desire to improve the online engagement levels with your website? Have you been anguishing over trying to get the rooms to look exactly how a guest will find them when they arrive, but you haven’t been able to create a strong marketing campaign that shows a potential guest what they can expect. Should you use hotel video production strategies to fill the rooms?

Sometimes pictures are enough, sometimes they are not.

We’ve got you covered. In this post, we’re going to share with you how creating the right marketing plan and business strategy can incorporate solving several of the above issues. Hotel video production and marketing involves several facets of activity like social media marketing, online advertisements, print, billboard, and other levels of marketing that will drive traffic to your hotel.

We’re sure you’ve done focus groups and have learned about the needs of your guests and you’ve reviewed the Ps of Marketing, but we’d like to suggest that there are a few elements that may have been missed. Potential customers obviously want to know what the location looks like, but do pictures clearly show and/or explain your products or services. Do they do it adequately enough that one would not be surprised when traveling. When we travel, we’re often surprised by the difference in photos an the actual location.

Every aspect of the tourism industry should be maximizing video to their advantage. Here’s why. When someone plans a trip to places like Boca Raton, Palm Beach, Naples, Fort Lauderdale, Miami, or Key West, they do a lot of research.

Just like you do marketing research, their research includes things like what does the hotel look like? What do the amenities look like? What about the room, what should I expect to see and feel when I enter the room? Video shows people all the elements that are important to them.

What is the Marketing Process to Maximize Sales?

If you want to attract more guests to your hotel, you’ll want to show off the grounds, the rooms, the amenities and use social media platforms to increase the likelihood of being found by a potential guest during their search. When you define your marketing to incorporate what your guests want, they’re more likely to buy. While product price can impact a guests decision, if they see, hear, and feel the value, they are more likely to spend a little more to enjoy their vacation.

Reputation is critical in the hotel business. Hotels rarely survive a long-term negative leaning review score. No amount of advertising or video can offset poor scores. If the reputation is bad it’s time to make some operational improvements and hold off on any sales and marketing activities. You’ll only make more people mad by having them show up and be disappointed.

The process of maximizing sales is in a strong process. The process should include high quality video, appropriate placement with an appropriate spend and help potential guests understand what it is they’re looking at and why they should book your hotel for their next vacation.

Loyalty, Engagement, and Services – Fort Lauderdale Hotels

Marketing includes featuring a locations strength to their advantage. If you are a Fort Lauderdale hotel that has luxurious amenities, a relaxing and beautiful spa or an impeccable golf course, it’s critical to showcase that. If you have nearby attractions or nightlife that is important to the attractiveness of your hotel, show that too. Does your food stand head and shoulders above your competitors? You should feature Instagram-worthy video of your specialties.

Hotel Video Production: Increase Hotel Loyalty Using Video

Marketing can refer to reinforcing a positive visit. What if after a guest leaves, they receive a personalized standardized (yes…do both) video that thanks them for visiting. What if you had several videos that were at your disposal to email after their departure that mentioned an amenity or service they used?

What if they used your spa and the video you send to them afterward mentions that you’re glad they were able to use the spa and that you hoped they enjoyed their experience. How powerful is that? Would they know it wasn’t made specifically for them but that it was made only for those who visited the spa? You have the data, use it!

If you’re wondering how to make these things happen and more (yes, we have a lot of ideas related to improving loyalty and reputation), we’d be happy to talk about it with you. Give us a call and we’d be happy to work through all of these areas with you. As a South Florida video production company, we’ve seen and been a part of a lot.

The hotel/hospitality business can be frustrating, but it can also be rewarding. If you’re struggling to figure out how you should be using video, let us help you by working through our marketing strategy session and let us craft a plan with you. You control the direction, we’ll provide the creative that works.

 

Image by Engin Akyurt from Pixabay

The Case for Video Content Marketing and SEO Results

Case for Video Marketing

The Case For Video Marketing and How It Helps SEO

Whether the business is large or small, content is king when it comes to search and being found. If you’re looking for a case for video marketing, this is it. According to OptimWise there are several factors that lead to success in being found in a search. OptimWise also shares that the items that are important and improve your chances are stuff like the quality of the content and how well the keywords have been researched and used effectively.

Other factors include newness of information, how well information answers a question being looked for, and how well items are structured and tagged. Items that can decrease success are items like useless content and stuffing keywords throughout to try to trick Google and the like.

Why Video?

Before we get into the SEO portion, it’s important to understand why video is helpful in general. When videos are relatively short, they can be more impactful than a quick paragraph. Why? Emotion. Emotions can be communicated quickly with music, visuals, movements, transitions, text on screen, verbal statements, etc.

When these come together in a video, the effect is magical. Viewers are drawn into the story, the feeling. They feel like they’re a part of the situation or problem. This is important because without emotion, you’re selling or telling. Everyone wants to buy, no one wants to be sold. Period.

case for video marketing and google search showing video results

Another reason for video is that Google likes it. When you type in a question you will not receive one or more (sometimes several) videos related to that question For example, doing a quick search about Doodly, we find the results are mostly video results along with information about the company that created it.

Notice the top video? That’s our Creative Director, Jenn Jager. She’s the first search result on Google and near the top of YouTube (depending on what you search). How did she do this? Read on…

Case For Video Marketing and How Video affect Search Engine Results

There are several factors that affect search (there are literally 10s and sometimes 100s of items under each of the above listed factors that affect results positively and negatively) and video is not the only one. It is one of the items that impacts rankings positively as long as certain things are in place. We know that Google (Alphabet), the world’s largest search engine, also owns YouTube as one of its brands, so having YouTube video as one type of content helps. But what type of video is helpful in getting results?

Using Google Analytics will help you determine the appropriate keywords, target audience, and real world information on your current performance. If you find an area in the analytics that pops out as a success, maximizing this information can help you determine what information you should be providing.

For example, if you determine that an area of your business is being found related to specific keywords, you might consider adding more blog posts surrounding that topic. In each blog post, you might determine a video about that topic or question might be appropriate. Why would you do that?

It has to do with your visitor’s attention span. Our experience has told us that when a video is on a page, people will more likely watch it versus read the text. If the visitor is reading the text, they may lose interest in the written word and move on (to another page or a different website).

If a visitor is watching an appealing video, they typically stay on the page to the end or near the end of the video…thus more time on the site. This will maximize your content marketing efforts by keeping them on your site longer.

Another factor related to the above paragraph is how this impacts bounce rate. By keeping a viewer on your page longer, your page (and the analytics) are telling Google that the content located on that page (or website as a combination of page) is high quality and keeps the visitor on the page. This is called lowering your bounce rate.

Wistia reported in 2016 that pages without video tracked time on page at 2.6x less than pages with video (article here). Interestingly enough, we find that pages on our website that contain video also track longer visit times. Coincidence? We think not!

Digital Marketing & Video

As a digital marketer, we recommend using video in your social media marketing efforts. If your content marketing strategy doesn’t include social media, you’re missing something. More importantly is the engagement of video on social media.

By adding video to posts, you’re also improving your engagement. Link building is typically related having links from outside websites that bring visitors to your site (and a little the other way as well), but social media is the easiest form.

Creating content, and more specifically video content is not as difficult as you might think. We work on YouTube projects regularly and use a program called Tube Buddy to determine topics and information people are looking for so we can provide content people want. If you want, you can click the link and subscribe to it (by the way, this is an affiliate link).

Whether you’re run a product or service business, providing content and information your prospective customers need and want is directly related to the success of being found online. Search traffic is one area that creating video content can help any business improve their results.

We also hear clients tell us that they don’t know what topics to create content around, such as blog topics, etc. They say they’ve created tons of content already and don’t want to repeat what they have. We think this is a mistake. When blog content repeats (with a different angle), it tells search engines that this website is more about this topic than any other…making the site an expert in the topic.

We have several case studies on our website where clients created videos for a specific purpose, brought viewers to a specific landing page, and converted them to a full-blown lead. Converting a prospect to a sale is a salespersons job. Marketing and video marketing improve the likelihood of converting to a lead and then to a sale, thus affecting the business’s bottom line.

If you need ideas on how to create content, we’ve created a blog post about it so you can create hundreds of topics. Remember to create a mix of written (text) and video (visual) posts so you can analyze which is more impactful for your visitors and which ones perform well. If you find two of 30 posts do very well, do more about those two topics. It will help your ranking. Besides, its’ what your visitors are looking for.

Need help? Give us a call!

How to Produce and Execute Creative Video Marketing

Creative video marketing

Creative Video Marketing

If you’re looking to add digital marketing to your campaign or advertising mix, one of the elements that will float to the top in terms of importance is creative video marketing. In this blog post we share our thoughts on creating the right marketing mix and the right creative marketing video to produce the results you’re after. First, let’s talk a little background. If you already know this, you can always skip ahead to our thoughts on the How To’s below.

What is Video Marketing?

Video Marketing is simply the creating and using video to promote a product or service via various marketing channels (such as social media and broadcast, etc.). Typically video marketing incorporates an educational component directed to a specific target audience and a call to action.

Why is Creative Video Marketing Important?

The year 2020 will become the year that video reaches a new level of importance for businesses of all sizes. Businesses will start to incorporate video into their overall advertising and marketing strategy. If your business has a marketing team, they should have incorporated a video marketing strategy into their overall strategy.

One of our predictions in 2020 is that video will become so important that several businesses will be adding a video editor to their team. Sometimes this is the right move. Sometimes it isn’t. We say this because we have worked with several businesses who simply tell their employees what to do without a long-term strategy or purpose. Any video marketing campaign must have a purpose or it will simply be a waste of money. We hate to see companies waste money.

We did a little research and found that “more than 50% of consumers want to see videos from brands … more than any other content.” (Source: https://blog.hubspot.com/marketing/video-marketing). And, our clients tell us that conversion rates increase dramatically when video is present on landing pages or product landing pages. If you want to improve click through rate and conversion, you simply have to incorporate video into the mix. Whether its an explainer video, social media or customer testimonial, video is valuable to the consumer or buyer. These build trust and convert.

What Are Some Types of Creative Video Marketing: 

Before you hire a video production company you’ll want to have a general idea of what type you want to create. There are several and not all are right for every occasion. Imagine arriving on a landing page and finding an educational video…how would that impact the potential sale? Probably very little, but if a testimonial video was there, you’d notice an impact. Here are a few examples:

    • About Us / Branding / Corporate Introduction Video. These videos typically help the viewer understand who you are as a corporation or how a product works. This is usually used once the prospect has arrived on your page (landing or otherwise). These videos are also important tools for a larger, over-arching branding or advertising campaign. The goal is usually to increase awareness of your company or product. A good example of Corporate Introduction or Branding Video is this one.
  • Blog, Educational, How-To, or Word Videos. These types are used to teach the viewer a new topic or idea. Why would you want to do that? The better they understand the topic, the more they want to learn. The more they want to learn, the more they might realize they don’t know and need to hire a professional. These videos are usually used to demonstrate knowledge or professionalism and build additional trust before a purchase or call. This is also referred to as content marketing, where the person on camera wishes to be viewed as an expert in his or her industry. By the way, search engines love this type of content because you’re helping people learn more about a topic. Here’s an old example of one we did many years ago. It stands the test of time!
  • Interviews. Sometimes interviewing the office expert can demonstrate a level of knowledge that your competitors can’t show. If you have someone that is called on industry-wide because they have been doing it for so long, this might be the right type of video to display.
  • Explainer videos. These are a step beyond the educational style because they go beyond helping people learn a tidbit of information, this video might include a longer storyline that helps the viewer understand how something will help them or where they can visualize themselves with the problem and how to get it solved.
  • These have become rather popular in the past couple of years. When we get calls about animation, we hear that people think these are much cheaper than live action video production, but that isn’t always the case. For example, you can use something like Toonly or Doodly to create reasonably inexpensive (even cheap!) animations, but they’re usually for very small budgets. (By the way, if you want to try them out, use the links above and we’ll get a small commission without costing you anything extra!) When someone wants to create something more realistic or true-to-form, an animation can be about the same as a small live action production; therefore, depending on what you’re looking to create, always consider both options when it makes sense. Sometimes it is more difficult to show something live action than to animate it…that’s when we recommend animation. It saves you time, money, and headaches later!
  • Client Testimonials / Case Studies. Sometimes prospects want to know proof of concept. Rather than having to show them what you’ll do for them, show them what you’ve done for others in a similar situation. We recommend using your actual clients who were happy with your results to provide you with an on camera testimonial or have them walk the viewer through a case study. Either way, the viewer needs to understand the problem they faced and how you helped solve the problem.
  • Behind the scenes. Do you do something that is cool to see or hard to imagine? Sometimes give people a peek behind the curtain can make them want to be involved. For example, manufacturing doors can be pretty boring, but what if you manufactured high-end doors? Wouldn’t it be cool to see the process and how the magic happens? This might be one of those times a behind the scenes video would work well.
  • Social media. Our recommendation is to produce one or more of the above and create shorter social videos to share on the various platforms. If you a create one of the above options, always have the production team edit a short version for social media. By doing so, you can give a tease to what you are doing/showing and make them want to watch more on your landing page or home page. Find out if there is interest by getting them to take steps closer to making a call, such as coming to visit your website.

So now the question is which one do you want to produce and why? If you work with us, we’ll help clarify which one to create and why. There are other variations of the above video too, so don’t think you’re limited to one of the above.

Once you’ve decided, you’ll need to decide on who will shoot it. We obviously would recommend hiring a professional for this (and maybe that’s why you’re reading this article) but you might also be able to shoot it yourself. If that’s the case, you might want to take a look at our creative director’s YouTube Channel for ideas on how and what to shoot. If you’re looking for a crew and don’t know where to start, you might consider using our checklist of things to know before you hire a professional video production crew. It contains tips and questions to ask before you hire them.

Feel free to reach out if you have any questions or just want some ideas! We love coming up with awesome content ideas for our clients!

 

Related Posts: 

6 Qualities To Look For In A Great Video Production Company

Best Restaurant Video Ideas

Simple Video Blog Ideas

Best Video Production Trends That Will Carry Into 2020

YouTube icon on iPad

Video has made a huge impact in the marketing world. In fact, video is oftentimes mentioned as one of the fastest growing categories in marketing. Many say that video is growing at an incredible rate and the number of hours being watch is astounding. We take issue with some of this. We take issue that video is growing so fast. We concede that video is growing rapidly, but we also believe companies like Netflix, YouTube, and Amazon are driving the viewership and hours watched. When it comes to productive business video and video marketing, the number of hours has increased, but we don’t believe it’s as quickly as the overall video world. There are several components that drive video interactivity, and that’s what business owners want. Getting people to watch the video is one thing, getting people to act is another. In this post, we’ll share with you the top 4 Video Trends that any business should be keenly aware of before 2020.

If you asked what some of the video trends would be two years ago, you would have heard stuff like 3D video or 360-degree video or Virtual Reality video. All those types of videos have a place, but they certainly weren’t the trend for the year 2018, 2019, and probably won’t be for 2020. If you want to be on the cutting edge of trends related to video, you can get very experimental, but it’ll be tough to get a high (or mediocre) return on that investment. That starts by understanding what is important when measuring ROI. Is it search results on any one of the search engines? Or is it calls or orders? Whether the business is a product or service business, it doesn’t matter…video content can help. By varying the marketing campaign slightly, one can get slightly different results. The key is to have some online video because there is online activity happening 24 hours a day.

Marketing agencies will push you to build the brand according to the marketing strategy…and this is critical and why stuff like 3D video or 360-degree video is just hype and cool stuff…but not necessarily for you. That type of video typically needs a lot of planning, a larger budget and more time to get the perfect video. The issue at hand is on the consumption side of the equation. How do people view a 3D video if they don’t have a 3D television? Or how does one view a Virtual Reality video if they don’t have the headset? That’s why we don’t think it’s the right tool for most businesses.

The reality is people are using all kinds of methods to access answers to their questions, including voice search and artificial intelligence. Most digital marketing agencies will tell you that you must have all the bases covered by having digital pieces that support stuff like voice search and the like. For a small business, a medium sized business or a large business, it’s tough to know how to exactly create brand awareness or to have a budget for stuff you don’t know will be worth the investment until much later. More so, even the largest of companies that invest in these types of videos are finding that it’s tough to measure whether it’s worth the work and the investment. Typically, they’ll use one of those videos to get some chatter or shares online. Does that convert to new sales? Probably not.

What are the best video trends to follow for success?

With the above in mind, what are the marketing trends and the video trends that will provide the best results to the most amount of businesses? Here’s our list:

Explainer Videos. This may seem to be elementary and unexpected when talking about trends, the explainer video does several things for the business. It provides transparency for the viewer that helps them feel a level of comfort to take action. Businesses that provide a level of frankness in their messaging can provide a disarming feeling and a sense of integrity. For example, in this video below, the viewer gets a sense that the company can deliver what it promises with it’s Primula cold brew coffee carafe. Want one after you’ve watched this video? Click the link!

 

Bite-Sized Videos. Our potential clients typically ask us how long their video should be and then blurt out that they think it should be short. While that may be the case, it’s not always the case. Sometimes longer videos are better. For example, a long video might be helpful when its answering a question, explaining something complex, or providing better insights into who or what something is. Think of these types of videos as a silent level of customer service. But, shorter video can be highly effective when used appropriately. We find shorter videos are more productive when used in marketing materials and social media. No one wants to watch a long video that sells to the viewer; therefore, keep a sales message video a little shorter than you think. Below, this video is shorter (relatively speaking) but allows the viewer enough time to understand how and what the product is and does.

 

Product Videos. Product videos will most likely never go out of style. These videos help the viewer understand what the product does and how it solves a problem without having to purchase it. Once the viewer understands, they can make a will informed decision to purchase it. We’ve heard from many sources (such as from Impact Learning Center & HubSpot’s Importance of Product Videos for E-Commerce, and there’s more) that video increases product conversion to sales by an incredible amount. This happens because of the educational and informational way that product videos will present the product.

Story Videos/TV Style Videos. This type of video is one that feels like a television show and not a sales tool. For business, the three videos above are important, but they also are very promotional in nature. That can be good and can create results, but sometimes at the cost of irritating the viewer because they must sit through the promotional nature of the video. A trend we’re noticing with our clients is the acceptance of slightly longer videos that tell a story. For example, the video below shows the viewer what is about to happen and the challenges they may face. It provides a little conflict to the story. Then, we do a mid-point check in. This allows the viewer to see the project complexity and the challenges first hand. Ever wonder what your contractor would be doing during your project? This gives a glimpse into the construction world and what a high-quality construction contractor would be doing. Finally, the reveal. Here’s what the contractor did to complete project and how the project turned out. Obviously, the concept showed how the complexity was overcome by the competent team. This company was able to boast and show how they completed a difficult task. Who would you call after viewing this if you were a restaurant?

 

Another example of this type of video is the ChairSpeaker video. This video shows (in a slightly comical and relatable way) how those who have lost their hearing often times feel left out of conversations when they try to watch television with a headset that helps them hear. The ChairSpeaker solves this problem by providing a product that helps the hearing impaired stay engaged in conversation while still being able to watch and listen to television (just like everyone else).

 

SEO Videos. SEO videos are used to help improve search engine optimization while answering questions the viewer wants to know. These videos are typically topical in nature and typically answer a question that someone has typed into Google or Bing. For example, this attorney answers why Uninsured Motorist insurance is important to anyone who owns a car and drives on the roadway. The purpose of the video is to answer the question and to serve as an indicator to Google what their website is all about. We also might recommend doing some additional live videos with a mobile phone and answering questions with viewers on Facebook or YouTube. This serves the same purpose, only on those social media sites. Google and the like love content. Anytime a business website can provide more content it gets rewarded.

While this may sound like a boring list and one that doesn’t include the coolest, latest and greatest technology, it does include video options that will create a return on your investment (if used properly). One of the biggest changes we are seeing in the industry is the use of videos that feel like a television show and not a sales tool. This is nothing new, but we’re seeing it used more and more… and we think that’s a good thing. It requires a little more flexibility and planning, but if done correctly, it can provide the viewer with an experience that is much different than the typical sales piece. We will always go back to the point of how it is used. One of the ways we recommend using that type of video is prior to the call. Let the prospect find the video and understand who you are in a different light; thus connecting with your purpose and style before the call. This goes a long way to create an emotional bond prior to making the phone call.

If you have any questions or would like to discuss some possible video ideas for you and your business, give us a call or drop us a line via our contact us form. We’d love to find a creative way to make your business stand out from your competitors and get more business!