About: Jen Longtin
Recent Posts by Jen Longtin
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.
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.
Video is content. It is highly engaging, entertaining and proven to be more powerful than other forms of content but at the end of the day, video is content and should be leveraged as such.
Last week, we talked about the importance of owning your content and this week, we talk about one of the reasons why. When you own the content you create, you can leverage it across everything you do, increasing your exposure and ability to connect with your potential patients. Video can be included in social communities like Facebook, RealSelf and Google+. It can be included in email newsletters or lead response emails. It can also be part of your Google and YouTube advertising strategy. Same content, multiple platforms, incredible exposure.
In my presentation at the Aesthetic Meeting, I discuss the opportunities as well as some exciting statistics that give reason to get started. Or, if you don't have time for the video, the transcript is below.
Click to watch the full presentation from ASAPS.
So now that you've created these videos, what do you do? I've done a couple webinars with some agencies and this seems to come up a lot. Just because you create a video and you've posted it on a YouTube channel or on RealSelf or on Facebook, do not stop there. Think of this as an overall content strategy. If you've created a video that works on YouTube, always think about where can I put on Facebook, maybe there's a Waistline Wednesday and you want to highlight tummy tucks or abdominoplasty that has something else involved in it. Or Fan Fridays, we do those, too. So think of ways that you can leverage those videos across all of your social media.
These are just a few, so you've got YouTube, you've got Facebook, you've got RealSelf, but look in the bottom corner - I've linked everything over on Pinterest as well. So it is very appealing. It's very easy to do. It is not time intensive once you get the video loaded. So don't just stop with the top 3, but think about Pinterest. And think about all of the others, too. This is where is feels a little overwhelming, but again, you have a link, and all you need to do is understand what is happening on that social media channel and how can you connect with them.
So if you want to post on LinkedIn, which I strongly suggest that you do, there are plenty of people out there feeling self-conscious about themselves at work, but if they see a video that comes online while they're at work and they see something about someone being transformed, you're darn right they're going to look at that video. It's happening. But what you post there is different than what you post of Facebook and what you post on Twitter. Not just because of character limits, but what they're expecting to see.
So that's the biggest point of this slide, is that it is very easy to post links and have video on those, but remember who your audience is and what they expect from you and you will see engagement.
The other two places that I strongly recommend that often go overlooked because it usually requires somebody in-house or another agency on the outside that may not have done it before, is to include video both on your procedure pages for time on site - you've got yourself an SEO strategy that way. But also on blog posts. I don't know if anyone out there is not a fan of writing blogs, but I know a lot of people that I work with do not have time to write blogs. But if you're creating video and you've planned it out in a way that you can get a lot of content, you have got yourself blog posts every week, every other week, every month. Something that is on a consistent basis, it is educational, it is focused, and empowering for you patients.
I always use the transcript. It's a secret that you all should take with you. Transcribe your videos and when you ever post something on a blog, you include that transcript. That is an SEO tactic and it should always be included in every one of your videos. Not just for YouTube, but for your site as well.
And then email newsletters. So companies who use video in their newsletter are 92% more likely to get engagement. People are going to click on it, they're going to see what the story is about. Maybe they signed up for the newsletter, but they haven't actually signed up for a procedure. Or maybe they have and they're thinking about something else. Or maybe they're just excited to see that somebody went through the same thing they did and see that other lives are being changed by you.
So I strongly recommend those and it really does matter. You will start to see SEO going up, but you will also see views going up.
I had the pleasure of speaking at The Aesthetic Meeting 2015 in Montreal (ASAPS) last month. This event is a gathering of aesthetic plastic surgeons from around the world.
In this video clip, I talk about creating video and offer three important tips for executing your video strategy: when to OWN your content, why it's critical to BE authentic, and tips to PLAN in less time, before you execute.
When you own your video content, you'll be able to leverage it across all of your marketing tactics from newsletter emails to your YouTube channel. If a potential patient finds your video online, they should be able to click through to your website, not your videographer's site or to a competitor's video on the same topic. Sometimes it makes sense to co-brand and create videos for websites like RealSelf of SnapChat but if it's content that is valuable to use in other aspects of your marketing, we strongly recommend investing in the production and having it for as long as you'd like.
An authentic response and a conversational tone connects with a viewing audience much deeper than a stiff and scripted production. Some of the most powerful videos with doctors and dentists are when they forget about the camera and speak to an interviewer about their work. In this format, their knowledge, expertise, passion, and personality are much more likely to resonate with potential patients. So ditch the scripts and teleprompters and work with someone who can make sure you are as fabulous on camera as you are off.
Carefully consider your objective in creating videos. Do you want to educate? Become an authority in your area of specialty? Do you want to promote a specific procedure that you are passionate about? When you are particularly enthusiastic about your purpose for creating video, it shows. Another consideration when planning your videos, is to include videos about procedures that make you money! Patient testimonials are fantastic for this purpose.
Click to watch the full presentation from ASAPS.
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.
OWN it So one of the first pieces for "create" is to OWN it. Honestly, the thing that makes me want to call every doctor when I watch their video is the fact that if I click their video and it goes to their videographers channel on YouTube or it goes to another company. Unless you have a strict co-branding strategy where that is part of your plan, that's great. But, if you're creating video and you're investing in that video, I strongly suggest that it lives on your own YouTube channel so you have the opportunity to leverage it as well. I always use the analogy, would you rather own a home in an upcoming neighborhood or would you rather rent? If you're owning that house and investing in it, you can do the nicest stuff, you can do the upgrades and 10 years down the road, it's still yours. Versus if you are leasing it or renting it, you just have to pay the price that goes up. So do it well, do it once, and build on that foundation.
BE it Number 2, I've heard this from many of my colleagues. I did talk to RealSelf about video and they confirmed this, too, being authentic, being conversational, educational, telling a story that is real instead of staged or with a teleprompter is what people want. And not only that, they can see through a lot of the other stuff so throw out the teleprompter or don't pay extra for the teleprompter. Rather, have somebody interview you. I find that that is one of the most effective ways that we can truly get the nature and the personality of the doctor or the testimonial or the patient - is to have a conversation with them. Because they forget the camera is on them and they are more open to really tell the true story. And for you, you know the answers to many of these questions. You do this every day, you talk about it every day. There's nothing different than you talking to a camera pretending that that camera is a patient and when you're answering those questions imagining them there, it will matter. Because guess what's on the other side of that: that potential patient. So BE it.
The last piece. We want to OWN it, we want to BE it, and then the last piece is to PLAN it.
PLAN it I'm not talking about the 4-week planning session I had to do in Oregon for my 2 commercials, but really have a good idea of what it is you want to accomplish. Do you want to accomplish some educational videos? What are those videos? When I work with clients, we like to make sure that people think about what procedures do they love the most. If you are just getting started in video, think about the procedures that you love the most. Educate them on that, because what will happen is you will be able to 1) promote yourself or educate more people in the procedure that you love and you will get more awareness and branding there, and 2) you will also get a sense of how to have that enthusiasm as you are speaking on camera. When you are talking about something that you love, it will come out more naturally and it will be a great starting place for you as you continue with video.
And then the second piece, of course, is what are the procedures that make you money. And those are the videos that you want out there as well. Not only educational videos, but testimonials.
So OWN it, BE it, PLAN it.
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