Video Marketing: Beyond the Basics
This is the third (and last) article in the Video Marketing for your Practice series by Eden Moss. You can find the previous posts here: Why YouTube is a Healthcare Provider’s Best Friend Easy Video Production for your Practice
Congratulations! If you’ve been following along in this series, you should have a good grasp on the basics of video marketing. Whether you’ve arrived at this milestone with the Solutionreach Video feature or through another avenue, it’s time to level up your video marketing strategy and consider using external tools to boost your video marketing performance.
Now you want to go for a more polished aesthetic. You want to edit your videos. You want a focused and directed video campaign. But you don’t know where to start. Allow me to provide some assistance.
It is important to know that crafting high quality videos will be an investment. If you want quality comparable with the television and online video ads you see every day, then you have to be willing to spend some cash. How much you spend will be determined by your approach to getting the videos made.
First, determine your goals. Some questions to help you determine your situation with video marketing and marketing in general are:
- How are you currently producing videos?
- Do you have a marketing team to handle that for you, or do you designate one of your staff to do this?
- Have you considered contracting with a marketing company to take care of all or some of your marketing for you?
- What is your marketing budget like, and how much of that marketing budget would you like to divert to producing videos, either directly or through a service?
If you’re a do-it-yourselfer, you’ll want to explore free and cheap video editing software. These are all over the place. They can help you cut your teeth in basic video editing skills and, if your goal is to have very professional-looking videos, this sort of software will be a stepping stone to more advanced editing software later. In the meantime, you’ll be able to keep your production costs at a minimum. Visit LearningVideo and Vimeo to learn about video production and see this article for a review of video software.
Some other things for a DIY to consider: recording equipment, actors, and a team to develop the content for the videos.
As far as equipment goes, you can start small. If you were using a laptop with a built-in webcam, start using a smartphone camera or a simple digital camera. Progress to camcorders. You can stop there, or push on to a more professional grade video camera. If you decide to go the high-end equipment route, you’ll want to start to consider things like microphones and lighting equipment as well, for the best possible video results. Here is an excellent article that will be great guide for equipment to amateur videographer.
With actors, you first need to decide if they are needed. Are you trying to demonstrate the skill of your staff? If so, actors aren’t necessary, though you may want to incentivize patients to volunteer to be in the videos if patients need to be included beyond a basic testimonial. However, if the goal of the video doesn’t include showing off the specific skills of your staff, you may want to hire actors. Check out this WikiHow article about hiring actors; when doing a search online, always search for acting agencies in your area.
A key part of creating a video is planning your content well. You need your video to have an objective that is communicated clearly in the finished product. It also needs to be engaging. Engaging an audience can be done through several different approaches: be bizarre, funny, intriguing, inspiring, blunt—just whatever attitude you take, make sure it matches the message you want to send to your patients and prospective patients. Ultimately, this means having either a very good outline as a guide if you want to use a documentary style, or a precise script for more structured videos.
If this seems like a lot to think about, reframe it as a growth opportunity for your practice. Consider adding a marketing team to your staff if you don’t already have one. Having people with some know-how will speed up the process of gaining greater recognition and a larger patient base.
If hiring a full- or part-time marketing team isn’t feasible, consider contracting out to different marketing companies on an as-needed basis, and they will manage the details for you! Search online for video production companies in your area. Here is a guide to hiring a video production company, factors to consider when estimating video production costs, a list of great video production companies, and an animated video production company to ponder.
Whatever path you take, the effort will be worth it. Video is one of the most dynamic and rewarding marketing tools at your disposal. Get ready to get the most out of it!
About the Author:
Eden Moss is a prized asset at Solutionreach. As an expert on our service and the platform features, Eden ensures that new Solutionreach users have the information they need to get up, running, and improving their practice as quickly as possible. Eden’s expertise has helped countless practices customize the platform to meet their unique goals and maximize the success of the Solutionreach service.