How many videos would you say that you watch online every day? Do you watch just a couple or scroll through shorts on social media for hours? Maybe you like to watch long-form videos as background noise while you work.
The average smartphone user can’t go more than a few hours without watching a video of some kind. When you’re creating content for your business, such as a healthcare practice, that dependency can be in your favor.
In 2023, internet users watched an average of 17 hours of video content each week. More than 80% of consumers have purchased a product or service after seeing a marketing video. These statistics prove that with the right strategies, you can drive conversions and increase your brand’s revenue. However, it’s important that your videos align with your long-term goals as a practice.
Read on to learn about what to keep in mind when you’re trying to align your video marketing with your brand strategy. We’ll also discuss four strategies that are worth trying and how BURG+CO. can help.
How to align video content with your brand strategy
Videos are just one aspect of your brand’s digital marketing strategy. It needs to be properly included without seeming out of place. Even though there’s a world of creative possibilities that you can explore with video marketing, it should still work with your brand’s identity and values.
Here are a few ways to align your videos with your current brand strategy:
- Craft stories that resonate
Brands want to be able to connect to users with their content, whether that means striking an emotional chord, making them laugh or showing them something outside the box. Use your videos as a way to create a narrative that fits with your brand. Stories can draw people in because they bring a smile to their face or create an emotional response.
- Keep the tone and voice consistent
No matter what type of content you’re creating, it should reflect your brand’s voice (i.e., your personality) and tone (i.e., how you want to convey your message). You can align your videos with your brand strategy by making sure that the videos keep the same tone and voice as the rest of your website’s content. Consistency increases brand awareness and recognition.
- Ensure that videos are aligned with your brand’s overall marketing strategy
Videos aren’t a marketing approach that you should just throw against the wall and see if it sticks. They should make sense with the rest of your digital marketing strategy, meaning that they fit with your identity and narrative. For example, if a healthcare practice has an objective to focus on education and awareness of common, preventable health concerns, it may seem out of left field to do a video about a rare genetic disease.
4 strategies for aligning video content with marketing objectives
Now that we’ve talked about a few of the basic concepts of aligning video content with your brand, let’s put them into action with the right strategies. When you’re putting together the framework of your video marketing strategy, these courses of action can help you stay in the right direction.
Strategy 1: Define clear video marketing goals
Videos are one aspect of an overall marketing strategy, but they still require their own objectives. When there’s a goal for your video marketing, everyone involved can make sure they stay on the same page.
Setting the right goals for your videos comes from knowing what your audience wants and what they are most drawn to. Look at the metrics of past content and see what has performed the best, along with completing keyword research for trending topics. Use that as a base for figuring out your target audience’s needs, concerns and interests.
It’s also important to consider how your video marketing can fit into the content marketing funnel phases: awareness, consideration and conversion. For example, educational and informative videos can pique people’s interest to enter the awareness stage. On the other hand, your videos for the consideration stage should work to build a sense of trust (e.g., patient reviews).
Strategy 2: Create targeted video content
Even though you want your videos to be seen by as many people as possible, they should be geared specifically toward your target demographics to increase the likelihood of engagement and conversions. By figuring out the main personas of the people who benefit from your treatment, such as busy moms or older people, you can make the videos personalized to their challenges.
Storytelling is an effective way to connect directly with your ideal potential patient. In the world of marketing, storytelling refers to creating a narrative that’s consistent across your content as a way to evoke an emotion or feeling of relatability that draws in the user. In healthcare, for example, you can start off a video about the seasonal flu by saying, “No one wants to miss out on time with their family because of a fever or muscle aches.”
Strategy 3: Optimize for video SEO best practices
Content marketing is a key element in successful search engine optimization (SEO), meaning that you can go through the process of optimizing your content so that it appears high on relevant search engine results pages (SERPs). By creating your videos based on what keywords people are searching for — especially in your local community — you can increase the likelihood that you’ll be seen by the right eyes.
When it comes to SEO, don’t disregard the impact of first impressions. That’s what people will see on the SERPs. If your title and thumbnail aren’t engaging enough, people won’t feel intrigued enough to spend time watching it.
Strategy 4: Leverage platforms and distribution channels
Videos can be distributed through so many channels, including your website, blog posts, social media and email. Figure out which platforms your demographics respond best to, and frame the videos into the corresponding format. For example, busy moms may gravitate toward short videos on Facebook to watch on the go. Choosing the right platform for your audience can increase the likelihood of generating quality leads by meeting users where they are.
When you’re trying to figure out the best distribution channels for your videos, try taking a look at the platforms that you’ve used for other marketing campaigns. The key to a successful video marketing campaign is to add it to your existing digital efforts so that it’s cohesive while also focusing on existing successful avenues. For example, you can embed videos into your blog posts or create video formats of your podcast episodes.
Want to figure out how to align your video content with marketing objectives? BURG+CO. can help
If you know that you want to incorporate videos into your marketing strategy, BURG+CO. can help make sure that you’re going about it in the right way. We’ll also help you track and analyze the metrics that come from them. We’ll help you determine what works, what doesn’t and how the videos can help you achieve your marketing objectives.
Our team has years of experience in helping businesses improve their digital presence to attract new leads and retain existing ones. If you’re looking to perform better in search engine results and attract more visitors to your site, we’re ready to talk to you to see how we can help. Contact our team today for more information about digital marketing or to schedule a free consultation.