Tag Archives: marketing for doctors

Online Video – 4 Key Metrics that Matters for Doctors

In my 20+ years in marketing, I've analyzed every kind of spreadsheet to improve lead generation, cost per lead, and decrease budget.  But at the end of the day, most metrics roll up into less than a handful of key metrics that help business owners understand if their marketing works.

So, rather than detailing every data point you could measure, here are four metrics I recommend you monitor for a successful online video marketing program:

1.  Views - How many people are watching your video?

If people aren't watching your video, why?  Are you leveraging your video the way you should be?  Is the title and description used so people can find your video?  Should you consider advertising for increased exposure?

2.  View Time - How long are people watching your videos?

This is an important metric for YouTube.  More important than views.  So if your view time is below 50%, look at your videos and figure out why.  Is it too long?  Are you diving right into the answers your audience wants or are you taking too long?  Are you including photos or just talking?  These factors and more play a role in view time - so pay attention to this metric.

3.  Traffic Source - Where are they coming from?

This is one of my favorite metrics because it tells me where views originate.  This helps me determine how I can increase that number.  Maybe sites are picking up videos, maybe YouTube is suggesting the video, or maybe Google search is driving views.  All of this is helpful to understand, especially when planning for future videos.

4.  Website Conversions - Who is contacting you via your website and is the number increasing?

Online video is great but if it's not driving business, it's not working.  Based on our experience, we prefer to measure overall lead conversion online and offline because we find that video affects both metrics. But if you can only measure one, measure the number of online leads coming through your website.

There are a number of other metrics we look at to watch trends, but if you can watch these four key metrics on a monthly or even quarterly basis, you will have the insight you need to create a fantastic online video marketing program and drive more business than ever.

 

Transcript:
And then lastly, convert. Now this is a marketing term. This is not necessarily anything more than that. So when you think of convert, you think of who is it out there that has listened to your message and wants you to help them through this journey that they're going through. So really it's more of a way of listening to your audience and a way of learning from your audience. So if they're not calling you, if they're not converting, there's a reason why and converting and measuring is how you learn.

The easiest way for anybody to get this information is when you upload your YouTube videos, you are able to see some very simple metrics that can guide you not only with what is working, but what you want to create in the future. How many people are watching your video, how long are they watching your video? Your view time is more important than views, at this point. So, again, remember to put your video on procedure pages. That will increase time on site as well as time on YouTube links, if you are using YouTube. Where are they coming from? You'll be able to see if they come from YouTube search, if they come from your website, if they come from YouTube suggested videos, which we hope. You will be able to see all the different pathways that people are finding you. And it will help you down the road, especially with marketing.

And then, of course, you'll be able to see clicks, which often times I integrate with Google because it shows you at what point they are going in and contacting you for a consultation. But I will say that 15 years ago when I was buying television and search engine marketing, it was an overall marketing plan. I was spending hundreds of thousands of dollars to be everywhere in the nation. And we were also doing pay-per-click advertising and inevitably, whenever we would boost our TV advertising up, the cost-per-click would go down. And when it certain markets, when maybe say we didn't need as many leads in a market so we turn down Miami for television and the cost-per-lead in Miami would go up.

So there is a branding impact, there is a memory, and there is exposure that you don't get with other areas so video is powerful beyond just a direct-response tool. It is a brand, it is a way to connect, and it is an exciting time. I hope this leaves you with the key pieces to be able to create, curate, and convert in the future and thank you very much.

Why You Need a Video Strategy

Video Marketing Strategy - Why Video? ASAPS Convention Presentation, part 1 of 4

I had the privilege and the pleasure of speaking at The Aesthetic Meeting 2015 in Montreal (ASAPS) last week. This event is a gathering of aesthetic innovators and experts from around the world. My presentation was “What’s Your Video Strategy? How To Create, Curate and Convert Using Video”.In this video, I talk about the “Why”- why this trend is an important and strategic addition to any marketing plan. YouTube is the second largest search engine after Google. More than 300 hours of video are uploaded to YouTube each minute and according to a recent TNS Study, three out of five women between the ages of 18-54 go to YouTube to SEARCH for answers to their questions. Video is a “big priority” for Facebook CEO, Mark Zuckerberg, and with the recent launch of “auto-play” Facebook is neck and neck with YouTube for monthly video views.  And for the aesthetic industry, RealSelf, the largest aesthetic community in the world,  launched a video platform last year for its community and doctors and has already posted 6,000 videos. It’s all growing faster than anyone can believe!In an earlier segment of my presentation, I shared with the audience my experience working on a traditional video production 10 years ago. I had a huge budget and a huge crew to pull off what many of us can do with a simple online video strategy.  Today, anyone can do video, and everyone should.Click to watch the full presentation from ASAPS.
Transcript:

So, why video? Based on the people I know, we are overwhelmed already with all the different marketing tools that are out there. And everybody says that theirs is the most important. So let's not... there's a lot to do. But let's first understand why online video marketing and what's really going on.

Back in Sisters, Oregon ten years ago, there was no such thing as online video marketing. I had no choice if I wanted to use video, but to create a commercial. But today, this year, is YouTube's 10th year anniversary. It is growing exponentially. In fact, YouTube is getting 300 hours+ of new footage every single minute. And you can see the trajectory is pretty impressive and it's only going up.

TNS just came out with a very interesting stat, too, which I think is incredibly relevant for you and your industry: women ages 18-54, 3 out of 5 of those women are going to YouTube to search for answers to their questions. So 3 out of 5 women ages 18-54 are going to YouTube to search for answers to their questions. YouTube is the second largest search engine in the world, only second to Google - and Google owns YouTube. So those are two kind of interesting facts to know.

Facebook is right there with them. In the past 6 months, they've made a huge effort to compete directly with YouTube and with the autoplay that they just launched in August, they now have as many views every day than YouTube. In fact, they surpassed with it with 1 billion views. Mark Zuckerberg, there are so many good quotes, but with their 3rd quarter earnings, he said, "Video is a big priority." They are looking at it seriously, they know that people love video and research has shown that video is shared 12 times more than text and blog links combined. So there's a huge opportunity here.

Also, RealSelf launched a platform last year... this is your audience and this is a huge opportunity to be able to share videos that are specific to your audience. They launched last year, there's more than 4000 videos and they are being created by doctors as well as the community. So they are seeing that it's doing very well, it's growing rapidly, and not only that, it's an incredible place because it is the number one aesthetic community in the world. It is a great place for you to be able to engage with that audience and also have them like and share without them worrying about somebody else seeing it that they don't want. They want to protect it, it's a whisper topic still for many so it's a great way for you to be able to engage and educate them before they come in the office.

And then lastly, why video? You. Fifteen years ago, when I was working at the same start up company, I got a call from a company that was super excited to tell me about their product. I was buying television media and I had a huge budget so they couldn't wait to tell me about this great online product. The product and the company was Google. SO they were telling me about search engine marketing and pay-per-click advertising and at the time, I was managing cost-per-lead. So to me it was really important, and to the company, that we figure out a way to grow and to manage cost-per-lead. So we gave it a shot and because we were there so early in the game, we were able to grow. We were the fastest growing private company  three years in a row in the state of Washington. And that's very much thanks to Google. And the piece here that is the takeaway is that it was still very new, it was not very competitive, and the cost was very low. So it allowed us to be able to connect with people cheaper, but also grow faster so that we could then do more for those people. And there are lots of studies out there... many case studies. Marketing Sherpa says you are 174% more likely to convert a client if you use video, if you do a product video. And a lot of that is because you're building an emotional connection, they can see you on camera, they can see your team on camera, they can see your office on camera. And the more that you share and the more authentic you are, the more likely they will want to contact you. Because they've already experienced you.

Okay, so now we know why. Let's talk about how. So I'll keep this fairly high level, but again, the point of this is to make sure that you feel confident and are empowered enough to be able to create these videos yourself and leverage them so they are easily part of every other piece of your marketing channel.

YouTube vs. Facebook – YouTube as a Social Channel

YouTube and FaceBook continue to battle in the race for unique users.

YouTube and FaceBook are neck and neck in the race for unique users.

What was once a platform to post cat videos, bootlegged TV interviews, and your kid’s star turn in the school play, has evolved along with the rest of us. YouTube is now a living, breathing social network – successfully battling with Facebook for unique viewers on a daily basis. In June of 2014, YouTube surpassed Facebook for this honor, but they've arguably traded places more than once since then.

As you read this, Facebook and YouTube are hashing out their roll in the new social networking landscape. Each has its strengths, perhaps simplified by giving YouTube the prize for videos with staying power and Facebook the award for fleeting, feel-good videos.

Marketing blogger, Brian Honigman, noted YouTube’s ramp up in community-building. YouTube understands the value of their enormous network of creators and promotes community among them. In turn, these creators develop their own communities of devoted viewers.

These viewers are not just watching YouTube videos, they are subscribing to channels so they can see your next video, they are commenting on videos - what they love and what they hate, and they are asking questions when they want to know more. They are sharing videos that move and inspire them. They'll even share videos that don't appeal to them, but they think might appeal to someone else! YouTube offers a truly powerful brand-building opportunity with an engaged community of viewers. As we duly noted last week, you need YouTube!

Since forever, YouTube leads the online space for video play. But with 500 years worth of YouTube videos watched on Facebook every day, it was only a matter of time until Facebook got their video act together. In the last several months, Facebook did just that, and surpassed YouTube for the most videos played and viewed per month.

Facebook now has more video watched per minute than YouTube.

Facebook’s new video autoplay feature is largely responsible for this increase. Instead of user-initiated views, FaceBook videos play automatically as users scroll through the feed. It’s a great tool to ensure your video is watched (and that your analytics look good for number of views!), but does nothing to ensure engagement. As always, content is king. No matter where you post it or how the view is initiated,  if the content is not interesting to your audience, it’s not worth the gigs on your hard drive.

So for now, we closely watch the video experience on the social networking platforms of YouTube and Facebook... and continue to post engaging, optimized videos on both!

Find out more about video and other marketing essentials with our free download "Marketing Checklist Essentials".  We will email you a downloadable file.

Why Do I Need YouTube?

YouTube has surpassed Facebook in the race for viewers. You need YouTube!

YouTube has surpassed Facebook in the race for viewers. You need YouTube!

 

By now, we’ve established that as a brand and a business, you need video. Remember? Video is the fastest growing marketing medium in history! Videos are shared 12 times more than links and text posts combined!

You need videos embedded on your website, you need videos in your email marketing, you need videos on Facebook and Twitter, you need how-to videos and Q&A videos for efficiencies in customer service, and you need a YouTube channel.

YouTube is now the second largest search engine in the world. More than 700 hours of video are uploaded every minute and more than 4 billion views occur each month. With more than 1 billion unique users each month, YouTube has surpassed Facebook. Consumers love YouTube, they are on YouTube, and they are one click away from finding your video on YouTube.

 

 

The good news is that YouTube and technology have opened the doors to anyone who wants to create video. With some good lighting, a video camera (even an iPad!), and well-prepared video cast and crew, you're in business.

For additional YouTube statistics visit http://www.youtube.com/yt/press/statistics.html

Next week, we’ll talk about the nuts and bolts of setting up your very own YouTube channel.