Adding video to your marketing strategy just got easier with this easy to follow guide

A few months ago I wrote about the importance of video in your marketing strategy. There was a time not that long ago when shooting video required expensive equipment and hiring a specialist. Not anymore. Shooting video has never been easier and you have everything you need in your cell phone!

Chances are, you’ve already shot video with your phone, so you know how to access your phone’s video capabilities. Whether you’re shooting an owner or audiologist promoting a practice or a happy patient for a quick testimonial, here are a few tips to guide through the process.

The Basics

Ideally, you’re looking for 60-90 seconds per video without the use of a script. Anything longer and the speaker might get sidetracked and lost in thought. Make it look and feel natural. If you want to promote your practice and have a lot to say, consider breaking it up into a few videos, each on a certain aspect of why your practice excels or services you offer. If you have a testimonial, speak with that person first to see what they have to say as a short rehearsal, then give them the cue or prompt them with a question and hit record.

Location

You’ll need a quiet, well-lit room. It doesn’t have to be the nicest room in the office, but a nice neutral wall works best as the background. If you have elegant posters or works of art that you think will look good as the background, then have them stand in front of them. Make sure the room is free from the usual office noise (ringing phones, lobby television, office chatter, etc.) and foot traffic.

Camera Settings

You can use your camera’s default settings or have it in fully automatic if you follow these few basic rules:

  • Lighting: Lighting is key to video. A friend once told me that without lighting, it’s radio. Make sure the room where you’ll be shooting the video has plenty of light, preferably natural, indirect sunlight. Direct sunlight can wash your subject out and created harsh shadows. Under low light conditions, your video will appear too dark or, if the camera compensates for the lack of light, too grainy.
  • Sound: Capturing good sound is just as important as capturing good video. Believe it or not, bad audio is worse than bad video. Most viewers will tolerate poor video quality, but no one can stand poor audio no matter how clear the video is. Make sure you stay close to the subject and your hand is not covering the phone’s built-in microphone (a tiny hole located at the base of the phone).
  • Stabilize: Unless you’re using a tripod, you’’ll need to keep the camera as stable as possible. Hold the camera with both hands (still making sure you don’t cover the microphone) and keep elbows as close to your body as possible — maybe even rest them on your waist for added support. Keep the camera at eye level! Unless you’re shooting a sequel to the Blair Witch Project, you don’t want to point the camera up someone’s nose.
  • Focus: Press and hold an area of the shot (in this case, the face) to lock both exposure and focus.
  • Get close to the subject: First, this gets the microphone closer to the sound source. Second, it avoids having to zoom in to the subject. Zooming in can decrease the clarity of the video and intensifies any camera shake.
  • Composition: While the tendency is to hold your phone vertically, that is not the standard format for video. Keep your camera in the horizontal, landscape format. When composing your shot, don’t place the head right in the middle. Instead, place the head slightly above center and closer to the top. You want the eyes about a third way from the top.
  • Keep it simple: Avoid panning, zooming, and any other fancy moves or effects. Those will just distract from the subject.
  • Share: Once the video is done, simply share it to various social media outlets.

Like anything else, practice makes perfect. Take a few test shots, make the proper adjustments, and you’re all set!

About the Author

Rolando Corpus joined Consult YHN in 2011 and serves as Art Director. He has more than 12 years’ experience in graphic design, digital marketing, and video production. He received a bachelor of arts degree from St. Joseph's University and a master of arts degree from The University of Pennsylvania.

Video: A crucial component to your marketing strategy.

You’ve heard the adage “Content is king,” right? Content drives traffic to your website and increases your online presence.

So, who or what is the undisputed king of content? That can be answered in one word: Video.

Research shows that including video on your website is effective for marketing to your patients and prospects, as well as for tracking your marketing data. Here are a few reasons why video should be a part of your marketing strategy.

Video is engaging.

It’s easy to see why. Written text can feel clichéd and trite no matter how accurately it portrays you and your practice. Images are more compelling than text and the visual/auditory elements of video create a far more captivating experience. Video engages the viewer on a personal level and makes them more likely to remember you, your content, and your brand.

Speaking in front of a camera is not for everyone, however. Take me, for instance. I feel most at ease behind the camera. Flip the lens on me and I take on the personality of a rutabaga.

Thankfully, you are in the people business, selling a service and an experience. You interact with others all day. If you want to engage and make a personal connection, video is the closest thing to your daily, face-to-face conversations.

Video builds trust.

Any audiologist (or paid writer) can claim that “we offer the best care,” but only you can convey your uniqueness, credibility and sincerity. Only through video can you convey a true sense of who you are and what you’re like. Video captures your authenticity and differentiates you from the internet crowd.

The same holds true for patient testimonials. A 30-second video clip of a happy patient is far more effective than a well-crafted paragraph. It elicits emotional responses and makes a connection with your prospects.

Video has a wide reach.

Videos are multi-platform friendly. You can upload them on YouTube, post them on your website, and share them on all your social media outlets. Viewers, including third-party and referral sources, are more likely to share a video than a block of text with a relative or friend. A single video has the potential to reach hundreds (or thousands!) of patients and prospects.

Video is effective (and the research proves it).

If you’re still not convinced of the importance of video to the purchase process, consider these numbers:

  • 90 percent of users say that seeing a video is helpful in the decision-making process. (Forbes)
  • Retailers cite a 40 percent increase in purchases as a result of video. (Adobe)
  • Four times as many consumers prefer to watch a video than read text. (Animoto)
  • Four in five consumers say that video about a product or service is important. (Animoto)
  • Almost 50 percent of internet users look for videos related to a product or service before visiting a store. (ThinkWithGoogle)
  • Marketers who use video grow revenue 49 percent faster than non-video users. (VidYard)
  • Enjoyment of video ads increases purchase intent by 97 percent and brand association by 139 percent. (Unruly)
  • 80 percent of customers remember a video they’ve watched in the last month. (Hubspot)
  • By 2019, video will represent over 85 percent of all Internet traffic in the U.S. (Cisco)

If you’ve been working with our marketing team, then you know the importance of data behind your efforts. Here are a few more numbers that show how video can play an integral part in your marketing:

  • Video can increase landing page conversion rates by 86 percent. (WishPond)
  • Including video in an email increases click-through rate by 96 percent. (Forrester)
  • Content with video see 27 percent higher click-through rates. (VidYard)
  • Pages with videos are 50 times more likely to land on the first page of Google’s search results than text-based content. (PR Newswire)
  • 52 percent of marketing professionals worldwide name video as the type of content with the best ROI. (HubSpot)

If you’re not incorporating video in your marketing strategy, you might want to reconsider.

About the Author

Rolando Corpus joined Consult YHN in 2011 and serves as Art Director. He has more than 12 years’ experience in graphic design, digital marketing, and video production. He received a bachelor of arts degree from St. Joseph's University and a master of arts degree from The University of Pennsylvania.