Tag Archives: Video Marketing

Lights, Camera, Action? Tips for a Great Experience In Front of the Camera

Whether you’re a business executive or a medical professional, the expectation is that you perform well in person and on camera. You’re an expert! You know your material inside and out. But even the best of us experience anxiety when the director calls, “Action!” 

We recently sat down with Jenna Lange and Maria Iams of Lange International to discuss tips and techniques for effective messaging with video. Lange International is a high-stakes communications consulting group who works with some of the biggest companies in the U.S. preparing executives for speeches, presentations, video shoots, and much more.

In this video, Jenna and Maria describe their Three Pillars of Communication to prepare you for your day in front of the camera:

Know Your Audience – Think about who is watching your video. Where are they watching from? What time of day is it likely to be? What might they have been doing just prior? These questions can really drive what you say and how you say it. Plus, you’re more likely to appear at ease in your conversation when you know who you are talking to.

Know Your Key Messages – A concise message is more likely to resonate. Think about the top three things you would like to communicate. Emblazon these topics on your brain so that, if you start on a tangent or forget your train of thought, you can quickly get back to the message you intended to deliver.

Rehearse – Maria reminded us that rehearsing in your head does NOT equal practicing in front of the camera, out loud. A helpful tip she provided is to memorize your first one or two lines. Typically, when you know your topic (your business!), the rest will flow and you’ll avoid looking scripted and disingenuous. When you rehearse, think about your tone of voice, making eye contact, and using appropriate gestures for emphasis. Body language is as important as what you are saying.

Have other questions about how to prepare to be on camera?  Let us know!

Watch our video or read the transcript below:

Jen: Hi, I'm Jen Longtin, founder and CEO of HD Medical Marketing. Today, I have the pleasure of having Maria and Jenna here. Jenna is the founder of Lange International. They are both high-stakes consultants and coaches for executives. It's critical for all of us to find comfort in front of the camera. So today what we'd like to do is just talk to Jenna and Maria and get some tips on ways that everyone can feel comfortable and confident answering questions and connecting with their audience. So welcome, thank you so much for being here. Jenna, if it's alright, I'd love if you would maybe just tell us a little bit more about what you and Maria do for your clients.
Jenna: Absolutely. So we are consultants and coaches in the area of high stakes communication and what that means is when there's a lot riding on what you say and how you say it, the video environment is a classic example of that, lots of people watching you, lots at stake, and you have to perform your best.
Jen: What are some of the most common fears that people have when you start working with them?
Jenna: They're very afraid of speaking. There's a lot riding on what they say. Groups come to us as well because they want to be more persuasive with their messaging.
Jen: What are three tips that you recommend for any professional or anyone getting on camera? What do you recommend they do before that red light goes on?
Jenna: So something that helps, particularly on film, is practicing the questions that you're going to get and then establishing pillars for the response. So you ask me, what are the top three things we need to think about: Know Your Audience, Know Your Key Messages, Rehearse. I've got three pillars and now I can elaborate on any one of those if I choose to. So for example, Know Your Audience. Questions we like to ask are, "How do they feel as they are sitting there watching you? What time of day? What were they looking at right before they starting watching you and listening to your story? What really drives them?" So you ask all these questions and completely changes what you are going to say. And it makes you more comfortable to have a conversation.
Jen: It's amazing when you're looking in the camera and you're seeing that person in the camera how different the subtleties of your body language is versus if you're just trying to remember what comes next. If you're thinking about the person that you're having that conversation versus the other way around, it's subtle, but it's significant. Body language is important.
Maria: Oh, definitely.
Jenna: With Key Messages it's really about rehearsing our senior leaders. What are the top three things that you want to get across? And some of those calls take place via Skype at 9:00 at night to get them ready for that next day's meeting. What are going to say? Say it again, say it again, make it more concise, make it more relevant.
Maria: And just to piggy-back on what Jenna was saying, about know your Key Messages, it's really critical that you know those because you can always come back to them when you start to stumble and feel like you're going to forget what you were going to say.
Jenna: And then we do a lot of rehearsing.
Maria: We do a lot of rehearsing with our clients. This is often a step that people are very reluctant to engage in and even rehearsing in one's head is not the same as saying it out loud. So something that I've done a lot with clients is have them almost memorize the first two lines that are going to come out of their mouth because I find that if they have those two lines memorized, the rest just starts to flow. And, with many clients, just one in particular I'm thinking of, getting her to do it in the right tone of voice, with the most powerful eye contact, the right gestures attached to what she's going to say, it sets her up so much more to be successful for the rest of the conversation. So that's the sort of precision we're talking about when we say rehearse. You don't necessarily have to script the whole thing, but really starting off strong can help you for the rest of the presentation.
Jenna: I would say one thing we like to do is watch, just become a consumer of quality video. Become a consumer of quality speaking, great executives who command attention. So as you are thinking about this, go online and check it out, see who's highly rated. See what they do that you like and see what they do that you absolutely will never do and learn from them.
Jen: Excellent.
Maria: And do it. And practice. So do it, get on video, watch yourself, do it again, keep doing it. Same with public speaking. The more you do it, the more comfortable you'll get with it.
Jen: And I love that you have a profession where you are offering this to people because I look at speaking a lot like personal training where if you don't sign up for it, you're going to find every excuse to not do it because it's not part of your practice so to have somebody like you that can call and practice and that's what you do. It makes it easier and easier to get out there run that half marathon or whatever it is that you're training for, then it becomes actually a joy and something that you feel like you are able to extend beyond just your everyday. I love it. Well, Lange International is the business with Jenna and Maria. Thank you so much, this has been so informative. We will continue to post more tips on how to prepare for video and how to make the most of your video so that you're connecting with your audience, you are converting clients, and you are feeling good about what it is that your reputation is online. Thank you so much.

Why Search Engine Marketing (PPC) for Doctors Is Worth It

Are you on page one of Google? Or are you just waiting for your SEO to kick in?

Pay-Per-Click advertising often gets a bum rap,  but the truth is people do click on sponsored ads if they are ready to take the next steps.  According to http://www.wordstream.com/articles/google-ads, almost two-thirds of clicks go to sponsored results for high commercial-intent keyword searches. Even better, 89% of traffic generated by the search ads is new traffic outside of the organic reach.

PPC-image

What to know about PPC

It is appealing to think that natural searches and rankings can drive all traffic to your site, but in truth, Search Engine Marketing (also called SEM or Pay-Per-Click or PPC) should likely be part of your marketing plan. If you don't use it, and your competitors do, it is almost impossible to grow your customer base and your business.

MediaSmack does a nice job explaining SEO vs. PPC.  In a nutshell, SEO is an expensive, long-term approach to ranking well in an organic search. PPC is a more immediate way of ranking high and converting users. PPC advertising puts you in front of potential customers whether or not your site appears on the first page of search. Functionally, it interfaces directly with the effectiveness of your SEO. The more relevant your site is, the better your pay-per-click marketing performs. In turn, Google rewards you for relevance with better placement or better rates.

Why think about PPC

While we whole-heartedly believe that content marketing is best for organic/relevant search and key to any marketing strategy, it's hard to imagine a doctor wouldn't pay $200 to acquire a patient needing a $10,000 procedure.  If you look at PPC as a complement to your other marketing efforts, it makes sense.

How to do it

The key to effective SEM is fine-tuning your strategy before agreeing to pay-per-click charges so that the dollars you spend on clicks are most likely to convert into clients. This takes you back, once again, to knowing your customer. Are your clients male or female? Young or old? Where do they live? What procedures do you offer that they want most? Over time, you can adjust your placement and pricing to ensure the necessary return on investment for this marketing outlet.

As with SEO, you can set up SEM on your own, but SEM experts are plentiful and a worthwhile investment. There is an art and science to PPC and these professionals will save you tons of time evaluating the most appropriate SEM programs. As with all of your marketing tactics, the more research you and your SEM vendor conduct, the more accurately you target your customer at an ROI that works.

Be sure to tie your PPC program to Google Analytics (see Google Analytics post). This is one more nugget of valuable customer insight.  Google Analytics can track all PPC data for Google Adwords to help you get the most from your investment.

What to expect

Effective SEM will require up-front planning on keyword strategy and good control over a clean client database so you can target your marketing geographically. Once your campaign launches, review results regularly!  Look at click rates, conversion rates, bid rates, and cost-per-lead numbers to optimize your program. You’ll want to routinely test ad copy and landing pages to maintain – no, maximize success! It’s really an ongoing review and tweak-as-necessary process. As the program pays for itself, plan to increase the amount of your budget you spend on SEM

For more information about PPC and other essential marketing tactics, download our Marketing Checklist for Doctors and Dentists (Download PDF for Free)

Before You Spend a Dime on Your Next Marketing Campaign, Know Your Customer

Know Your Customer - Questions to Ask Yourself

Excerpt from Marketing Checklist for Medical and Dental Practices. Download full PDF.

Two years ago, when we started HD Medical Marketing, we believed (and still do) that every video created should fit into a larger marketing strategy for our medical and dental partners.  It is a content strategy after all, which supports brand, SEO, social, leads, and better ROI.

To us, the most important consideration in designing your marketing strategy is this: know your customer.  You're likely to fail if you don't nail this one. Or, be highly successful if you do.

The business of figuring out who is a viable customer and who is not worth your marketing dollars can feel overwhelming and perhaps, like a waste of your precious time. But the truth is, this information clarifies who you are speaking to and why it matters to them.  Understanding the connection between what you offer and who your customers are is fundamental to all of your marketing efforts.

Why think about it?

The better you know your customers, the more precisely you can tailor your message to reach them both in and out of your office. When you know your target audience, you waste considerably less effort on disinterested patients and improve your ROI.

How to do it

Tackle this step by asking yourself some focused questions to clarify your customer base, their needs, and their habits. To get started, consider the following:

  1. Who are your customers?  Perhaps they are women in their 40s. They may be stay-at-home moms or professionals with greater discretionary income. Who they are will determine what they seek, how much they spend, and how well they match up with your services.
  2. Where do they go for research and fun? Your customers read magazines, take vacations, join clubs, support organizations, and sign up for new activities regularly. By discovering their interests, you can more easily align with their needs and passions.
  3. How do they shop and buy? Some people take two weeks to research before purchasing a product or service, and some people take two years. Determine how much your clients shop around and if they seek in-person or online consultations.
  4. Who influences their decision-making?  In addition to family and friends, these influences can include online forums, research, prominent authors, and thought leaders.
  5. Which competitors do they look at?  Nobody likes losing hard-earned customers to the competition. Research as if you are seeking the services you provide. Who pops up on searches? Knowing the field and all its competitors helps you better position yourself for potential patients.
  6. What objections do they have?  Most often it’s cost, but what about recovery time or fear the procedure won’t go as planned?  What if they have seen a lot more reviews from another doctor in the area? Get ahead of these objections and become a regarded resource.
  7. What makes your product or service different?  How you distinguish yourself from the crowd makes all the difference with your customers. Your job is to figure out how best to communicate your unique qualities and offerings to potential patients.

As you answer these questions and more, the connection between what you offer and who your customers are becomes clear. Your practice can then operate around specific personas - all email communication, web content, video content, office art, brochures - every message your practice puts out should be with these customers in mind. Intimately knowing your customer enables you to fine-tune your message and your message channels to more effectively stay in touch with them every day.

What to expect

Once you know your customers' needs and habits, you can expect to reach more of them at a quicker pace and convert them to paying clients at a lower cost to you. Expect your vendors to be more accountable in reaching your audience with a clearer strategy and expect more actionable learnings to improve your performance over time.

Knowing your customers is an area of continual inquiry, so as your customer base grows, it requires ongoing evaluation of who they are and how they interact with your practice.

Download the entire Marketing Checklist for Medical and Dental Practices for free. Download full PDF.

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.