Brands around the world are recognizing the power of engaging video. That’s the reason why more than 70% of B2B marketers have already kicked off their video marketing campaigns in 2016.
YouTube is clocking more than a billion views a day from over 100 million people. With this, it is hard to deny the fact that video is the next big thing in the digital space.
In fact, video might as well be the future of content marketing.
Popular pharma brands have already adopted video marketing as a part of their digital marketing strategy. Therefore, these are gaining massive brownie points by increasing the quality of their engagement. Be it with healthcare professionals or with patients.
The increased level of engagement has increased their ROI and has reshaped their brand image in the community, eventually making it a win-win strategy.
It’s time for you to catch up on the digital train and leverage the power of video marketing to increase your brand’s reach and recognition.
In this blog post, I’m going to share seven tips that will help you in running an incredibly successful video marketing campaign.
The focus is on increasing the reach of your videos and marketing them better in the digital space.
So, want to know what those seven tips really are? Well, here you go.
1. Include a Call-to-Action
“If you don’t ask, the answer is always no.”
The sole purpose of creating a video is to improve interaction with your audience and to allow them to engage with your products/services.
If your videos are not complemented by clear and direct “Call-to-Action” buttons, you’re simply losing out on brownie points.
For example, let’s say you’ve created a really engaging video on a vaccination program, and the takeaway message of the video is great. When healthcare professionals or patients are done with watching it, they will probably want to know more.
You need to capitalize on their curiosity and use Call-to-Action buttons like “Subscribe”, “Learn More”, or “Explore More Videos” to constantly maintain that momentum of engagement and interaction with your audience.
The goal is to engage your audience by showcasing your value proposition and moving them through the sales funnel. It’s one of the simplest tactics not efficiently leveraged by most pharma brands, but you’ll be surprised to see its effectiveness.
Bottom-line: You won’t get the interactions you need unless you initiate it through clear and easy-to-follow actions.
2. Build relationships with your audience
“The most successful video marketing strategy: Care”
Care about your audience’s preferences. Listen to what they have to say. Use their feedback to constructively improve the content of your videos.
Brands around the world use the power of social media channels to interact with their target audience and build relationships.
The response you get from your target audience – be it healthcare professionals or patients – is actually a validation of the efforts you’ve put into your video marketing campaign.
It helps in providing a direction to your video marketing campaign and would also optimize the possible outcomes.
Bottom-line: Building relationship with your audience will not only help you in improving interactions and brand engagement, but will also contribute to optimizing the video marketing efforts.
3. Be Consistent
The line says it all.
It’s not about getting the ball rolling, it’s about keeping the ball rolling.
Many pharma marketers succeed in creating a few good videos but fail to maintain consistency in their video marketing efforts.
I think consistency is the key to marketing success because as you know– you’re not only striving to get the attention of your target audience, but you’re also competing against other sources of video content that are taking up the Internet.
The only way to rise above the noise is to stay consistent. I know it’s challenging, but you would earn massive brownie points if you succeed in delivering video content on a timely basis. Your interactions would improve, and your target audience would always want more from you.
Pro-tip: Before you start with your video marketing, make sure you’ve planned up a strategy for being consistent for at least the next 6-8 months. It would give you the freedom to try a lot of different things and will allow you to keep up with the plan without getting too stressed out.
4. Be a story-teller
If you’re creating a video for your patients, don’t tell them why they should use your product/services. Show them how using them has changed the lives of people, and how you intend on making the world a better place by constantly innovating medical practices.
Similarly, don’t overwhelm healthcare professionals with factual and contextual information that seems to be going absolutely nowhere. Instead, let your numbers spin a story through animated charts and graphics.
5. Focus on personalization
The real challenge for the pharma industry is to gradually pivot the marketing strategies from segmentation toward personalization.
It’s no longer about what the majority of your target audience finds interesting; it’s about how you can use the insights to know what your customers want and deliver it accordingly.
It’s not about putting contextual information about a product in the digital space; it’s more about putting your brand’s product and services in the right context.
As a result, your focus should be on collecting valuable insights from user patterns and delivering content that the healthcare professional finds interesting. The most effective way to personalize is to modularize your videos and deliver messages based on their interests and preferences.
Bottom-line: Personalization can massively improve the effectiveness of your CLM strategy, since you’re constantly analyzing feedback and delivering content that matters the most.
6. Integrate Analytics
“Personalization tells your audience the story they want to hear. Analytics tell you the story you need to hear.”
One of the biggest marketing challenges is to connect the impact of video marketing with ROI. That’s where analytics come into the picture.
They provide valuable statistical insights based on user patterns and behavior that help you in assessing the engagement and reach of your video.
Perhaps, the greatest advantage of using digital channels is that you can measure the level of engagement and interaction.
For example, how many people watched the video? Did they interact after watching the video? What made them click away from the video? What was the average attention span for the video?
Compare that to the traditional approach based on face-to-face interactions with sales reps.
Analytics give you solid key performance indicators to assess whether you’re steering your video marketing efforts in the right direction.
7. Optimize for search engines
Did you know that your website is 53% more likely to appear on the first page of Google if it has a video on it?
Pharma brands around the world are leveraging the power of SEO to increase the virality of their videos.
Here’s a quick checklist that you can follow to optimize videos for search engines:
Provide valuable information
Use the right keywords
Optimize title and description with keywords
- Make sharing and watching your video easy
I hope this blog post helped you in getting some valuable insights on how to improve your video marketing and how you can leverage the power of digital media to drive engagement and improve the quality of interactions with your audience.
Looking at the numbers and the social trends, I’m very confident that this year is going to be the year of video marketing for pharma.
The only question you got to ask yourself is – are you prepared for it?
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