The secret to successful search engine optimization isn’t stellar keyword research or a sizable ad budget.
It’s diversity.
Too many focus all their resources on battling the newest Google algorithm update rather than taking advantage of the world’s second biggest search engine: YouTube.
With over two billion users worldwide, this platform offers plenty of marketing opportunities.
YouTube optimization and high-quality video content will supercharge your marketing efforts, outrun the competition, and raise brand awareness.
Let’s take a closer look at why and how it works.
YouTube attracts audiences of all ages, professions, and statuses. Besides watching fun videos, people worldwide use YouTube to gain valuable information, including medical insights.
Great YouTube content is easily digestible and highly engaging. While you can reach a big part of your audience on YouTube, you can easily repurpose video content, so it continues working for you on many other platforms, including:
The best part about YouTube videos is that they don’t have to be expensive and professionally designed to work. Today, audiences demand authenticity. So, you don’t have to make significant investments in video content. You just need to be sure that it carries value.
However, keep in mind that “not expensive” is very different from “looks cheap.”
Important: When repurposing videos for different platforms, consider sizing requirements.
Video content can promote your services, educate patients, and answer important questions. Some practical content formats for healthcare providers include:
Patients often search the web for information about their condition. Instead of writing a lengthy blog, you can use your knowledge to create an explainer video. Hearing the information from the expert can often make a better impression on the patient than reading plain words.
Patients want to know what to expect when they get treatment. Learning about people who treat them in advance can help establish trust and build stronger patient-doctor relationships.
Patients often worry about how medical and cosmetic procedures look and feel. That’s one of the reasons why they may put off treatment. You can educate them with a treatment video that includes the process, the outcome, and patient reviews.
Like “about the team” videos, culture videos can help build trust between doctors and patients. When patients see your office’s warm, safe, and inviting atmosphere, they are more likely to schedule an appointment. These videos can include birthday parties, corporate events, or even funny water cooler chats.
Nine out of ten patients search for online reviews before visiting a doctor. By posting testimonials or other social proof (e.g., before and after photos) on your YouTube channels, you are taking advantage of word-of-mouth marketing.
People want to know why others chose to visit your practice and how happy they are with the results. Testimonials build trust and encourage patients to take advantage of your services.
YouTube collaboration with an influencer or another practice could raise brand awareness for both of you. Such collaboration usually involves posting videos on each other’s channels. However, you can go further to shoot a video together.
Since the attention span of an average YouTube user is relatively short, you may want to opt for 10 – 15 minutes of video. The duration of the video should also depend on its goal. If you are shooting a “meet the team” video, 2 -3 minutes are sufficient. Educational videos can easily run for up to an hour.
Keep in mind that practices with verified YouTube accounts can upload up to 12 hours of video.
If your video content is too long, you can break it down into short videos. This makes the information easier to grasp and encourages users to sign up for your channel to see the rest of the series.
YouTube optimization is an essential part of video marketing for healthcare practices. Like your Google Business Profile or a Facebook profile, a YouTube channel is a calling card. That why it needs:
YouTube has robust analytics tools that can help analyze your marketing campaign. Take the time to learn how to implement these analytics into your YouTube marketing strategy for better optimization efforts.
The key to the success of your YouTube videos is content quality. However, without optimization, you may not attract the right audience. Remember, YouTube is a search engine, so the principles of search engine optimization (SEO) still apply.
Make sure to use YouTube Analytics to identify weak spots in your videos. They can tell you at which point most people stop watching your video and how many people watch it until the end.
To convert YouTube viewers into leads, you can:
Determining how much money to spend on your marketing campaign can be challenging until you study the local market demand. You can do this in two different ways.
One method involves calculating the dollar amount by determining the supply (competition) and demand (treatment patients need) in your area and surrounding zip codes. You would need to cross-reference data from Census.gov and Google search volumes manually.