You don’t have to be an expert in SEO to know that people love online videos but did you know those videos can be a powerful marketing tool for your practice? In fact, online videos can significantly increase onsite engagement and click-through rates (CTR).
How much? According to a report from ComScore, people who watch online videos view more pages, produce higher CTR (19% vs. 12% for text) and are 20% more likely to make a purchase.
The question is what kind of videos work best and some good answers can be found in a recent study by Invodo, which shows that paying attention to the role, length and style of your online videos can make a significant difference.
It’s clear that shoppers are comfortable with video, they watch it when they find it, and it can play a significant role in the buying process, says Invodo CEO Craig Wax.
The key, of course, is finding it. The good news is that as Google and other search engines move to blended or so-called universal search (i.e., results include images, video and social media as well as text-based links), sites with video are given more weight and are likely to appear higher in the results than they used to.
The bad news is that most search engines can’t “see” video so you need to provide clues to their presence. A good online video producer or webhost will make sure your videos are more easily found by ensuring that titles employ keywords, that appropriate tags are in place and that videos are indexed via permalinks and/or a video sitemap.
If they aren’t, it may be time to find a new producer.
1. Medical-beauty decisions are information-intensive — length matters
A 30-second video may be fine for selling shoes or shampoo but people shopping for medical-beauty products and services are hungry for information. Presumably, they’re among the 37% of consumers that Invodo says spend more than three minutes watching product videos that educate or demonstrate. Equally important, almost two-thirds (66%) watch videos on information-intensive products two or three times.
2. Go professional for better results
According to Invodo, 54% of respondents cited a preference for more polished, professionally produced videos. Almost half (47%) felt that professionally produced videos were more reliable in helping make purchase decisions vs. 30% who said they were inclined to buy a product as a result of watching user-generated videos from peers.
3. Ensure your videos are easy to view, easy to share and easy to act upon
People hate pop-ups so make sure your vendor embeds them instead of linking to them. Play/pause buttons facilitate repeat viewings, social-bookmarking buttons encourage further distribution and a call-to-action — an exclusive discount or free consultation for video viewers — can turn passive viewing into active engagement.