In the first three blogs of this series, we covered the importance of digital marketing today, including social media marketing, and the organized steps that need to be taken to utilize digital marketing to make the most of today’s independent veterinary practices.
Video marketing is actually rather simple: the usage of video to promote or market your brand, product, or service. A strong marketing campaign incorporates video into the mix. Customer testimonials, videos from live events, how-to-videos, explainer videos, corporate training videos, and viral (entertainment) videos, are all great examples of video marketing.
Forbes magazine has called 2015 “The Year of Video Marketing.” This comes as businesses find new, inventive ways to use the medium to reach customers. Standing out on social media, videos give customers a quick overview of a product or company without overwhelming them with text. A customer can, in less than 30 seconds, get the information they need about a business through a short, visually stimulating video.
Social media has really revolutionized the way online users communicate with each other. Short, concise statements are now more popular than longer forms of content. There are micro-video applications available that can shorten videos to less than 10 seconds, making them an ideal choice for sharing on sites like Twitter and Instagram.
In this format, your customers can quickly view a message while they scroll through social media feeds. Your messages and brands can easily be seen by larger audiences. This is especially convincing on sites, for example, like Vine and Facebook, where videos automatically queue up and play as a user scrolls through.
You might want to take a few minutes and scroll through a newsfeed or two (Facebook being a good one to try.) You will see plenty of examples of super-short formatted videos. While they may not contain a ton of content, their messages are still easy to recognize and often very memorable.
Showcasing short-formatted micro videos on your website or landing page is an excellent way to further reach those who visit your site. While a straightforward message might seem to be appreciated by viewers, try to make your micro-video memorable. Maybe put some humor into it, or a mind-grabbing graphic or image, or a bit of music with a terrific hook. (Be careful of copyright laws and infringements when using music for your video.) There are endless music bits and samples that you can download from the Internet for a very low fee; this relieves any worry that you might be fined, or worse yet, have your site put off-line, sometime in the future because of illegal music usage.
There are no hard and fast rules when it comes to writing and producing a digital marketing video. Go ahead and use your imagination, let your creative juices flow! Think about the type of video that would catch your attention. For example, if you are going to use a few customer testimonials at how awesome your vet practice’s groomer is, why not briefly edit in an “outtake” or two to show a more human side to your testimonials. It’s a fact, people enjoy “bloopers”. One or two select humorous shots of that poodle jumping out of the groomer’s sink with shampoo bubbles all over it will resonate with your viewing audience. Especially when bloopers and outtakes involve animals.
Since there is so much to convey regarding digital video marketing, we have linked this blog to many helpful articles that will cover all of your questions regarding this subject.
So don’t be catty, or too doggone stubborn to let in a little humor in order to help your brand stick in the beaks of your customers! Your horseplay sprinkled throughout your message may be just the thing that rings true with your viewers!