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Part Three: ROI & Launching Your Campaign

By The SHSMD Team posted 12-05-2016 02:01 PM

  

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Healthcare Trends on Social Media
By 2018, SEO experts predict that video will account for 79% of all searches online. According to Mediabistro, more than 40% of consumers say that information found via social media affects the way they deal with their health, and 41% of people said social media would affect their choice of a specific doctor, hospital, or medical facility.

So if you add those stats together, your videos are in powerful position to help you establish thought leadership, increase patient engagement while providing accurate and informative healthcare information. And you don’t need to post on every social media outlet or spend a fortune in ad dollars to achieve results. Create an easy to maintain strategy for launching your campaign and maintaining it.

Focus on Facebook, YouTube, Your Website & Newsletter
While Twitter is great for news worthy tips, and more people are watching videos on Instagram, the majority of healthcare decision makers today search for and watch related videos on Facebook and YouTube. Focus your marketing efforts on these two channels as well as your website & newsletter mailing list to promote your video campaigns.

General ROI Tips

  • Jump start your campaign on Facebook
  • Use YouTube for long term audience building
  • Use colorful thumbnails to attract the eye
  • The first frame and title card must also be eye catching. This will also help increase SEO.
  • Hook your audience is the first 15 seconds
  • Getting more people to like or view your video is a positive signal to search engines of the value of your content. This will increase the likelihood of your video being found and driving traffic to your site.
  • While social videos are inherently more sharable than a traditional ad, encourage viewers to share more whenever possible.

Facebook
In a report released by Ogilvy & Mather, Facebook is currently the best social media channel to promote local businesses. Here are some Facebook specific ROI tips:

  • Your goal is to achieve large numbers fast. That’s why kicking off a campaign on Facebook is encouraged.
  • Facebook is specifically great for promoting local businesses & community outreach.
  • Views & likes are important metrics on Facebook
  • Unlike YouTube, lower brow content can do well on Facebook, but quality & story always count.
  • Videos that are a minute or less do best.
  • Experiment & invest in ad dollars to expand your reach and views on Facebook.

Send Out a Press Release
Let local papers, news outlets, relevant healthcare influencers and bloggers know that you are releasing a campaign. If the nature of your campaign is timely, newsworthy or heart warming, chances are many of the outlets will cover and promote the story for free. However, you may consider allocating some marketing dollars to pay for coverage, promotion or banner ads on key sites that link to the campaign.

Send a Newsletter
Send out a newsletter to your subscribers & staff promoting the campaign. “Video” in email subject lines boosts open rates by 19% and click-through rates by 65%. Make sure you encourage people to watch and share the video.

Consider Hosting Your Videos on YouTube
YouTube is, owned by Google, and it’s the second-largest search engine in number of search queries. While some suggest hosting your video on your own website for SEO purposes, more potential patients may find your content organically by searching for it on YouTube. Another benefit - you also don’t risk bogging down your site with slow load times.

Key ROI YouTube Tips from Ogilvy and Tubular

  • Higher quality content performs over time.
  • Longer videos perform better than on Facebook.
  • Create searchable, evergreen content.
  • Use your content to build your subscriber base. Subscribers share quality content with non-subscribers. Goal is to have engaged subscribers. Solicit more subscribers with the subscribe button.
  • Audience retention score is key on YouTube. Hook your viewer within 15 seconds.
  • Watch time is the most important metric on YouTube, not views. Create interactive end cards and link to other YouTube videos to further engage the viewer and extend their viewing session.
  • part3-landingpage.jpgCreate Playlists to drive a linear viewing experience and increase watch times.
  • Create a YouTube channel and insert your Web page into your channel profile. This will help drive traffic to your site.

Websites & Landing Page Videos
Last but not least, don’t bury your videos in a hidden media library on your website. Not only do landing page videos increase SEO, they increase conversion rates by 86%. Also, be sure to optimize videos for load time. Google considers page performance in its algorithm. Page load time affects user experience, which means it affects SEO.

By Brandi Savitt | December 5, 2016
SHSMD Digital Engagement Task Force Member
Managing Director & Creative Producer
The Storywell & Senza Pictures
brandi.savitt@thestorywellinc.com

>> Read part 1 and part 2 of the full blog series From Concept to Launch: How to Create a Digital Video Campaign

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