By Peter Do
Before we get to the benefits of video for your business, let’s clarify one thing. While professional–studio quality–video production is often required, there may be some informal exceptions. You can sometimes get away with simple, DIY videos from your smartphone. Impromptu videos of your health fair booth, for example, posted on your practice Facebook page.
Video is not a new medium for sharing information online. However, it has dramatically increased in popularity over the past few years. It has become a favorite way for hospitals and practices to tell stories, promote products and services, and for people to share information, reviews. (And, yes, even cat videos.)
Videos do more than communicate information; they communicate emotion. Providers can use video to help attract patients. Oftentimes people select doctors based on their softer skills like bedside manner.
Videos have the ability to show a doctor’s approach to patient care in a way that words on an About Us page cannot. If you haven’t posted a video on your website, blog or YouTube channel, your competition may be scooping up your leads and prospects.
It’s time to consider video…
Here are three compelling reasons why incorporating video into your marketing strategy will help improve your search rank with Google. Focusing on Google is important because, according to a 2016 comScore, Inc. report, they dominate the core search market with over 60 percent market share of search queries in the United States.
1. Video blogs
Blog posts that contain video can attract up to three times as many inbound links as blogs without video. Inbound links help improve search engine optimization (SEO). What this means is, if you post a video to your blog may rank higher in Google search results.
The Google algorithm factors in web page “stickiness.” This means search engines favor websites that have people spending more time on a page. Video encourages stickiness because visitors take the time to watch. If the content is compelling or interesting enough, most people stick around to watch. (As a side note, it’s best to keep these videos under two minutes, especially if you are new to video.)
3. Video transcripts
Google loves videos that are uploaded with a transcript. The search engine can easily index these transcripts, highlight keywords, and create a link back to your website. A transcript does two things: it tells Google your video content is relevant to your products and services and it supports a higher search rank. It is important to note, however, the keywords you use on your site should match or be similar to the keywords in your video transcript.
Creating a video for your business website, blog or YouTube channel can be a bump in search rank. Professional production helps your video makes a first class impression. You can see some of our television commercial work on our website. And you can always give us a call at 800-656-0907.
Use video to introduce yourself, your brand, and your products, and post the video on your website, blog, and social media channels. And don’t let your competitors walk away with any more of your business.