Are you trying to figure out how to run Google Ads for your med spa? In this video, I’m going to share with you 11 tips that you can use in your Google Ads campaign to start booking more appointments at a lower cost per conversion. So, let’s check it out.

My name is Frank. I’m the founder of Sagapixel. We are a Google Partner and the digital marketing firm that specializes in digital marketing for healthcare, and we’ve run a lot of med spa Google Ads campaigns. So, here’s what we’ve learned.

If you’re looking for a med spa marketing agency to help fill your calendar and you’d like to meet with Frank, click here.

11 Tips for Using Google Ads to Book More Appointments for Your Medical Spa

11. Prioritize Mobile Targeting

Target mobile. Your website and your landing page will have a floating button on the mobile site for somebody to call and another one for someone to book an appointment. Because you already did that, you know that it’s going to result in more leads.

And because you have that on your mobile website, you are going to see that a higher percentage of the mobile users actually result in appointments than people that are on desktop. I’ve never seen this not be the case with a Google Ads campaign for MedSpa, so don’t waste your time on desktop and tablet.

10. Maximize Your Ad Score

Do everything you can do to maximize your Google ad score. As you’re running your responsive Google display ads, you’ll see that a box like this is going to pop up. You want to make sure that you’re getting at the very least good, but obviously better if it’s excellent.

And make sure you’re filling out the entire thing: get your logo in there, your business name in there, everything that is below the headlines. Fill it all out. Do everything you can to maximize your click-through rate, landing page experience, and your ad relevance as well. This is going to result in a much lower cost per click and in turn, a lower cost per conversion.

9. Use Landing Pages for all Med Spa Google Ads Campaigns

You really should be using landing pages for your campaign. There are some offerings that are typical to a med spa that may result in getting your ads flagged.

You don’t want your entire Google Ads campaign to be completely shut down because you have a mention of PRP or Botox on the website, and Google doesn’t like it. By using landing pages, you’ll prevent this from happening.

8. Install Anti-Spam Plugins

If you are sending traffic to a landing page that has a contact form on it, and you’re using WordPress, make sure you install Clean Talk. This is the best WordPress anti-spam plugin that I’ve found. It’s on our website as well, and it only costs eight bucks a year.

The last thing you want is to start getting a whole bunch of spam while Google starts optimizing your ad delivery for basically the bots that are submitting those submissions because it thinks that these are real conversions because you didn’t want to spend eight bucks a year on an anti-spam plugin.

7. Use A Call Tracking Program

You have to have some sort of call tracking, with call recording enabled. We recommend CallRail. You want to be able to not only know whether a phone call came from Google Ads or not, but you also want to be able to actually listen to those phone calls and identify any sort of bad leads and how you may be able to tie that back to a specific search or keyword in your Google Ads account.

With the possibilities, the sky is the limit, but you’ll find that you can often tie back a phone call to a specific search, and there are things that you can do with your negative keyword lists to reduce additional calls like that one.

6. Schedule Ads Strategically

Set your Google search ad schedule in three-hour blocks. You don’t want to run your ads 24/7 in one massive block. You don’t want to run them 9 to 5 again in one big block because it doesn’t allow you to make any sort of micro-adjustments.

If you find out that Friday mornings are the worst time for you to be running your Google Ads account, you can actually pause it, freeing up the budget for the rest of the day when the campaign performs better.

Or you may find that Mondays are a wash completely. You can stop running Google Ads then. You know, we’ve had cases where the afternoon, like lunchtime rush, was the best time of day for a campaign to run, and it really didn’t do particularly well before 11:00 AM. We stopped running the ads before 11:00 AM for that client, freeing up the budget for the lunchtime rush.

5. Monitor Search Queries

And honestly, this very well could have been the number one tip: monitor your search queries like a hawk. No matter what you do, you’re always going to have people clicking on your ads that are not your ideal customer.

Very often, they may be looking for something you don’t even do. The only way that you can prevent this from happening at scale is by monitoring your search queries and adding negative keywords to your account.

Now, you’ve got to be careful when you’re adding negative keywords because there definitely is a right way and a wrong way to do it. A wrong way could even prevent your ads from showing at all.

4. Set Granular Location Targeting

Make sure that you have some sort of location targeting that is as granular as you can possibly set it up. This usually means setting up your geo-targeting by ZIP code.

If you, for example, are in the city of Philadelphia, you don’t want to set your targeting to Philadelphia. There are going to be certain neighborhoods where your campaign just simply does not perform, and you won’t know that if you don’t have your location targeting set up in a granular fashion where you can see that.

3. Use Demographic Targeting

Make sure you’re using some sort of demographic targeting on your med spa’s Google Ads campaigns. You’ll eventually find that some of your campaigns or a certain ad group performs better with men versus women, that they do better within certain age ranges and income levels. You want to be able to eliminate anyone that seems to just be a waste of money for your medical spa.

2. Implement Audience Targeting

Make sure that you’re using audience targeting. I see so many Google Ads accounts where there is no audience targeting set up at all.

Google quite literally has an audience for people that are interested in health and fitness and beauty. Wouldn’t you want to be able to adjust your bids to bid a little bit more for those people? And you also see that there are audiences that don’t perform as well. Wouldn’t you like to stop showing your Google search ads to them?

1. Conduct Split Testing

And tip number one: make sure that you’re split testing Performance Max, responsive search ads, and your smart campaigns. You will find that one of those three is going to outperform the other two, and your med spa is best off identifying that and then concentrating all of your resources on that campaign. Don’t just blindly pick one and run with it; you may be leaving a lot of money on the table.

Boost Conversions for Your Medical Spa with Sagapixel’s SEO & Digital Marketing Services

I hope that this video was helpful. If it was, please consider giving it a like, and make sure that you check out our playlist. We have a lot of videos on marketing for the medical spa industry. We don’t only do Google Ads, so make sure you checkout our SEO services for medical spas.

To speak with an experienced digital marketer about improving appointment bookings for your medical spa using Google Ads, schedule a call with Sagapixel today.

As a healthcare business owner, you know the importance of attracting new patients and maintaining a steady flow of leads. You’ve likely seen other practices utilizing video marketing to grow their patient volume, but without the expertise or resources to implement a successful video marketing strategy, you will have a hard time replicating their results.

In this comprehensive guide, we provide the ultimate guide our healthcare digital marketing agency uses to create successful video marketing campaigns for healthcare providers like you. You’ll learn about different types of healthcare videos, current trends, and effective implementation strategies. Whether you’re new to video marketing or looking to refine your approach, this guide will equip you with the knowledge and tools needed to generate leads and grow your patient volume.

If you’re running a dental, chiropractic, dermatology, or other healthcare practice and want to start a successful video marketing strategy, click here.

Benefits of Video Marketing in Healthcare

With the expertise and resources that go into building a comprehensive video marketing strategy, you may be wondering if the investment is really worth it. We’ve seen firsthand how video marketing offers numerous advantages for healthcare providers, from boosting patient engagement to enhancing trust and credibility. Plus, it may not be as difficult to execute as you think.

Here’s what you can expect if you implement video into your healthcare marketing strategy.

Improved Patient Engagement

Visual content is more captivating than text, making information more accessible and easier to understand. Engaged patients are more likely to trust your practice and feel comfortable with your services, which increases the likelihood of them becoming loyal patients. With a video marketing strategy, you can experience the benefits of increased session lengths, higher conversions, and better patient engagement on your website.

Enhanced Trust and Credibility

Creating videos that feature real healthcare professionals can boost trust and credibility. Patients feel more connected when they see and hear the dentist, chiropractor, telemedicine doctor, or SMP artist first, making them more likely to choose your services over competitors.

With our own digital marketing agency, we’ve had prospective clients say they feel like they already know us after watching a few of our Youtube videos. What’s the payoff of this, at least for us? Prospective clients want to sign a contract immediately, something we rarely see with written content alone.

For healthcare providers, video content could encourage users to choose your practice over a competitor because they have seen you demonstrate expertise on camera.

Better SEO Rankings

Search engines monitor user engagement to help determine where your landing pages show in their search results. By adding videos to your pages, you’re increasing the amount of time visitors spend on your page, signaling to Google that your resource is valuable. This ultimately improves the position your pages rank in search results and leads to more prospective clients navigating to your website.

Increased Conversion Rates

Video marketing can dramatically boost your conversion rates by providing clear and concise information that helps potential patients make informed decisions. Videos can demonstrate medical procedures, showcase patient testimonials, and highlight the unique aspects of your healthcare services, making your practice more appealing.

Incorporating a strong call to action in your videos can guide potential patients toward the next step, whether it’s scheduling an appointment or contacting your office for more details.

Types of Healthcare Videos

Now that you know why it’s worth your time and resources to implement a video strategy, you’re likely wondering how to do it. Before we get into the practical steps, it’s important that you understand the types of healthcare videos you can create, whether you run a home care agency or addiction treatment center.

Educational Videos

Educational videos provide valuable information about medical conditions, treatments, and preventive care. They position your practice as a knowledgeable and trustworthy source of health information, attracting patients seeking expertise.

This should include videos where you answer frequently asked questions found in search engines. Just like a strong content marketing strategy aimed at getting pages on Google, you’ll want to do keyword research to identify what people are searching for so you can get in front of your audience base with the answer.

Patient Testimonial Videos

Patient testimonial videos showcase real results, recoveries, and satisfaction with services. These videos can be powerful in building trust and encouraging potential patients to choose your practice based on the positive experiences of others.

Corporate Videos

Corporate videos highlight your practice’s mission, values, and team. They provide an inside look at your facilities and services, helping to humanize your brand and connect with patients on a personal level. While these likely won’t show up in someone’s video feed on YouTube or TikTok, it’ll help build trust once they navigate over from another video and are doing their research on your practice.

Trends in Healthcare Video Marketing That Really Work

Providing digital marketing in the healthcare industry, we’ve picked up on the trends that work for healthcare video marketing. As you’re thinking about the types of videos you want to create, try to work in these types of videos to maximize results.

Personalized Video Content

Personalizing your healthcare video content by directly addressing your audience can significantly enhance engagement. Featuring a human face in your videos helps build a personal connection and fosters trust, making viewers more likely to convert into patients.

Whether you’re creating educational videos or corporate videos, your audience wants to see a real person representing a humanized brand. When your audience sees real people who genuinely care about what they do, they feel more confident choosing your services.

Interactive Video Content

Interactive video content engages viewers and holds their attention longer by allowing them to actively participate in the viewing experience. Adding clickable links within your healthcare marketing videos can lead to additional resources, such as detailed articles or booking forms, enabling viewers to explore more about your company at their own pace.

Incorporating quizzes, assessments, and decision-making paths can make the content more engaging and informative, allowing viewers to interact based on their specific needs and interests.

Short-Form Videos

Short-form videos, typically under two minutes, cater to today’s short attention spans. They deliver key messages quickly and effectively, making them ideal for social media and mobile viewing.

A viewer that scrolls past or gets bored and doesn’t make it to the call to action at the end is less likely to convert. It’s vital that you create a piece of content that is not only engaging, but digestible for viewers.

Live Streaming

Live streaming offers a combination of the personalized and interactive approach mentioned above. It’s real-time interaction with a real person behind the camera. It’s a great way to host Q&A sessions, webinars, or live tours of your facility, allowing potential patients to engage with your practice in an interactive and immediate way.

How to Implement Video Marketing

Implementing a successful video marketing strategy involves careful planning and execution. We’ll share what we’ve done for our clients that has helped them increase their patient volume.

Develop a Strategy

Developing a comprehensive video marketing strategy is the first step to success. Start by defining your goals—whether it’s increasing patient inquiries, building brand awareness, or educating your audience. Identify your target audience and understand their needs, preferences, and pain points to tailor your content accordingly.

Plan Your Content

Content planning involves deciding on the types of videos you want to create and scheduling them for regular release. Begin by brainstorming topics that address common patient questions and concerns. Be sure to follow this brainstorming session with research into how people are searching these questions or services, so you ensure your healthcare marketing video is optimized around the exact keyword they’re searching for.

Ensure each video aligns with your overall marketing strategy and includes a clear call to action. Organize these topics into a content calendar and then collaborate with your team to develop scripts, storyboards, and shot lists to streamline the production process.

Shoot the Video

When shooting your videos, focus on quality production to make a professional impression. Use good lighting, clear audio, and high-resolution cameras to enhance the viewer experience. If you don’t have high-tech equipment, it’s not the end of your video marketing endeavor. We’ve shot professional-looking video content with our clients over Zoom. You just need to know what you’re looking for and any camera can produce high-quality videos.

Distribute Your Video Effectively

Effective distribution is key to maximizing the reach and impact of your videos. Each platform has a different audience and algorithm, which means that a different type of video will do best on different marketing channels.

Promoting Your Healthcare Videos

As we mentioned above, it’s vital to promote your healthcare videos on the right platforms and in the right way to get a return on investment. You can use the same video you post on your YouTube channel; you just need to know how to edit it so it actually gains traction when you post it elsewhere.

Below we explain how to optimize your video content for publication on social media, your website, and your email newsletters.

Social Media

Optimizing videos for social media channels involves creating content that is engaging and easily digestible. On platforms like Facebook and Instagram, use eye-catching thumbnails and include captions since many users watch without sound. Keep videos short and to the point, ideally under one minute for Instagram and up to three minutes for Facebook. Use platform-specific features such as Instagram Stories or Facebook Premieres to boost visibility and interaction.

Website Integration

Embedding videos on your website can enhance user experience and improve SEO. Place videos on relevant pages, such as service descriptions or patient testimonials, to provide additional value to visitors. Ensure videos are properly formatted for fast loading times and mobile compatibility. Include transcripts or summaries below each video to improve accessibility and keyword optimization.

You can also take the video, pull a transcript, and make minor edits to optimize it for search results. There are so many ways you can repurpose video to maximize results.

Email Marketing Campaigns

When incorporating videos into email marketing campaigns, use a compelling thumbnail or animated GIF to encourage clicks. Keep the video short, ideally under two minutes, to maintain viewer interest. Personalize the email content to make it more relevant to the recipient, and include a clear call to action linked to the video. Track engagement metrics to refine your strategy and improve future campaigns.

Tips for Successful Healthcare Video Marketing

We’ve covered the basics you need to know to grab a camera and start bringing in patients through video marketing. However, there are tips that’ll help you through the process, including keeping videos short and using high-quality thumbnails.

By following the tips below, you can create effective video marketing campaigns that drive results for your healthcare practice.

Keep Videos Short

When you’re taking a longer YouTube video and editing for social media, keep the clips short to hold viewers’ attention. For example, if you’re posting on TikTok, keep your videos 30 seconds or shorter. Use the most engaging and insightful part of your video to maximize engagement.

Make It Engaging

Ensure your videos are engaging from start to finish. Use storytelling techniques, compelling visuals, and clear narration to captivate your audience. It’s especially important to hit on the pain point of your viewers and what they’ll get out of watching your video within the first few seconds of watching. This is what we refer to as a hook.

Optimize for SEO

Search engine optimization (SEO) isn’t just for blog posts on Google. You’ll also need it for video content, no matter where you post it. Optimize your videos for search engines by using relevant keywords in titles, descriptions, and tags. This helps improve your videos’ visibility and attract more organic traffic.

Include Subtitles

Include subtitles to make your videos accessible to a wider audience, including those with hearing impairments or those who prefer watching videos without sound. Subtitles also enhance viewer engagement, as they allow people to follow along more easily, especially in noisy environments or when the speaker has a strong accent.

Use High-Quality Thumbnails

High-quality thumbnails are crucial for grabbing viewers’ attention and encouraging them to click on your video. A compelling thumbnail should be visually appealing, clearly represent the video’s content, and include readable text or graphics if necessary. Consistently using branded colors and imagery in your thumbnails can also help establish a recognizable look for your videos, increasing your practice’s visibility and credibility.

Create a Clear and Compelling Call to Action

A clear and compelling call to action (CTA) is essential for guiding viewers on what to do next after watching your video. Whether it’s scheduling an appointment, subscribing to a newsletter, or visiting your website, the CTA should be direct and easy to follow. Use strong, action-oriented language and ensure the CTA is prominently displayed in the video and its description.

Use the Right Music

Selecting the right music for your videos can greatly enhance the viewer’s emotional experience and engagement. The music should complement the video’s tone and message, whether it’s calming background music for educational content or upbeat tracks for promotional videos. Ensure the volume of the music doesn’t overpower the dialogue or narration, maintaining a balance that supports the overall narrative.

Start a Successful Healthcare Video Marketing Strategy With Sagapixel

At Sagapixel, we have experience creating effective healthcare marketing strategies that include videos. Our unique approach combines website SEO with video marketing, ensuring that your content reaches the right audience and maximizes your online presence. As the first SEO company to integrate these two powerful strategies, we offer a comprehensive solution that sets your practice apart from the competition.

To learn more about what a video marketing strategy would look like for your healthcare organization, contact us today.

Video marketing has become an essential tool for small businesses aiming to connect with their audience and drive growth. This guide covers the strategies and types of content that can help a small business owner harness the power of video marketing. By the end of this article, you’ll have a clear understanding of how to implement an effective video marketing strategy for your small business.

If you’re looking to boost your engagement and build a stronger online presence, keep reading. You’ll discover the benefits of video marketing, the types of videos that work best, and how to measure your success.

If you want to talk with someone about implementing a video marketing strategy for your business, click here.

Understanding Video Marketing For Small Business: What Is It?

Video marketing involves using video content to promote your brand, products, or services. For small businesses, this means creating videos that engage your audience, convey your message effectively, and encourage viewers to take action. Whether it’s through social media, your website, email campaigns, or, ideally, all of the above, video marketing can significantly enhance your reach and engagement.

Benefits of Small Business Video Marketing

Before discussing the moving parts of video marketing, you should first understand how video content can benefit your business. Creating videos for your business can involve a lot more extra work, so it’s important to know why you should implement a video strategy.

The main 2 advantages of video marketing for small businesses are reaching a broader audience on the platforms they already use, and video can increase engagement with your site’s pages, improving rankings in Google.

Meet Your Target Audience On The Platforms They Already Use

Your potential customers are already spending time on platforms like YouTube, Facebook, Instagram, and TikTok. By creating video content, you can meet those customers where they already are and capture their attention. Videos are more likely to be shared and engaged with than written content, making them a powerful tool for expanding your reach.

Video is more effective than text at building trust as potential customers feel more comfortable knowing who they’re working with and having a face to place with your brand. Spreading your reach through social media and YouTube with video content starts building that trust earlier, which can mean your customers are ready to convert sooner.

Increase Audience Engagement & Build An Online Platform

Videos are generally more engaging than other forms of content. They can convey emotions, tell stories, and provide valuable information in a way that text alone cannot. Additionally, giving viewers a face to connect with encourages them to interact. This increased engagement helps build a loyal audience who are more likely to follow, share, and become advocates for your brand.

A more recent revelation regarding website engagement is that Google uses user signals in determining organic rankings. Basically, the more users engage with your website, the more inclined Google will be to rank you higher in their search results. Embedding videos on your pages is a fantastic and easy way to increase engagement for 3 reasons.

First, users will need to click on your video to play it. This plays into the user signals mentioned above; a click on your website is an interaction that shows Google that users are engaging with your site. Simply by including a video that doesn’t autoplay, you can easily increase interactions with your content.

The second reason is that video can help reduce bounce rates. Essentially, “bouncing” is when a user clicks through to a page and shortly backs out to Google. Bouncing shows Google that your page didn’t provide the experience a user expected, which means you probably shouldn’t be ranking as well as another site that does meet user expectations. Video helps reduce bouncing as users see a video is available to provide or clarify the text information.

The third reason to embed videos on your pages is to improve time on page. Again, how long a user spends on a page and your site indicates a better experience, something Google will consider for rankings. Videos help keep people on your pages, as they’ll be more inclined to stay while the video plays, even if they scroll past it.

Create A Comprehensive Content Strategy Incorporating Video

A well-thought-out video marketing strategy can enhance your overall content plan. Videos can be used to support blog posts, enhance social media campaigns, and provide deeper insights through tutorials and behind-the-scenes content. This variety keeps your audience interested and coming back for more.

Your video content strategy should cover the range of your buyer’s journey which means informational and transactional topics. Essentially, you want to capture potential customers at every stage as they move from problem-aware to solution-aware in your products or services.

Types of Video Content That Boost Engagement for Small Businesses

Like other forms of content, you need to map out your video content strategy to hit different stages of your buyer’s journey. The types of video content you should produce depends on the products and services your business offers, but you generally have 5 general kinds to consider:

• Customer Testimonials: have past or current clients or customers tell their own experiences with your business
• Explainer Videos: break down your products or services so potential customers or clients have a better idea of what to expect
• Educational Videos: position yourself as an expert in your field by educating viewers on relevant topics within your niche
• Product Demos: demonstrate how your products work or show off how they look to alleviate hesitations to buy

Customer Testimonials

Showcase your satisfied customers by creating testimonial videos. These videos build trust and credibility, as potential customers see real people endorsing your products or services.

The purpose of customer testimonial video content is to work as a form of “social proof;” essentially using other people’s comments and experiences to overcome future customers’ hesitations to choose your product or service. People are more inclined to trust unaffiliated voices when looking into the validity of a business, and giving those voices a face goes even further to demonstrate your business’s merits.

The important thing when creating customer testimonial videos is to ensure authenticity. You don’t want future customers to think your real clients are paid actors. This can be tricky, as your videos can’t seem overproduced, but they also need to look and sound professional so as not to damage your business’s optics. Find what works for you if you have customers willing to appear on camera.

Explainer Videos

Explainer videos help you explain complex concepts or features of your product in a simple, engaging way. They are especially useful for introducing new products or explaining how your services work.

No matter what product or service you offer, customers will have questions about it. Explaining how your products work or the steps in a service you provide help in clarifying these questions which can help in improving lead or sales generation. Sometimes, you’ll answer questions before customers even have them, which simply means you “cut them off at the pass” before they can object to committing to their purchase.

For example, a home care agency might have a series of videos explaining each type of care they offer, from personal and companion care to respite and overnight services. The different types of home care someone may receive can seem more or less the same, so explaining the differences in video format can help potential clients better understand what they need.

Additionally, if customers have future questions regarding your product or service, you have ready-made content to help them, which might make your customer service experience easier.

Educational / Informational Videos

Position yourself as an expert in your field by creating educational videos. This type of video content serves a greater purpose in building your authority within your market which is important in establishing trust in future customers or clients. Share tips, industry insights, or how-to guides that provide value to your audience and establish your authority.

While explainer videos address your specific products or services, educational videos are meant to answer questions and address topics around what you offer. These types of videos are better for reaching a broader audience that may not know you by name and are instead looking for a solution to a problem.

For example, a car accident lawyer might make a video answering the question, “Who is at fault if I’m rear-ended while backing out of a parking spot?” This video might not directly contribute to their overall leads, but featuring it on social media and in blog articles shows potential clients that the attorney knows what they’re talking about and has the knowledge and expertise to address these kinds of cases.

Product Demos

Demonstrate the benefits of your products through demo videos. These videos help potential customers see the product in action, understand its features, and envision how it can benefit them.

This is more for businesses that have a product to sell, but certain services, like med spas or home care agencies, can benefit from showing what their product or service does. Having a visual aid helps potential customers better understand why they might need a product and how to use it best if they make their purchase.

Building A Video Marketing Strategy: Where To Start

All of this said, the act of starting a video marketing strategy for your small business can seem daunting. However, like any other content marketing strategy, you simply need to outline the steps.

• Step 1: Know who your target audience is and where they are

• Step 2: Establish clear goals to measure success

• Step 3: Plan and script your content

• Step 4: Find the best time to post on social media

• Step 5: Monitor performance and adjust your strategy

Step 1: Understand Your Target Audience

Before creating any content, it’s crucial to know your target audience. Understand their interests, pain points, and where they spend their time online. This knowledge will guide your content creation and distribution strategy.

Social media is more homogenous than in years past, but there are still fairly clear differences in demographics between various sites. Younger users tend towards TikTok, Instagram, and YouTube, while older users are on Facebook, and Twitter is somewhere in the middle. Likewise, know the gender demographics of these various sites if your product or service caters more to one in particular.

Essentially, you don’t want to waste effort focusing content for a specific audience if that audience isn’t going to see it.

For example, while it might make sense to target home care services toward an older audience on Facebook, it might actually be more effective to target the adult children of elderly clients on Twitter.

Step 2: Clearly Define Your Goals

What do you want to achieve with your video marketing? Whether it’s brand awareness, lead generation, or sales, having clear goals will help you measure your success and refine your strategy.

Clearly established goals will guide your content creation from start to finish, as you will know which direction to take your video content. Increasing brand awareness will mean more educational content; lead or sales generation will mean more product explanations and client testimonials; and leadership will mean more case studies or complex information breakdowns.

Step 3: Planning & Scripting Content

Plan your content ahead of time by identifying the topics you want to address and creating outlines to guide you. Develop scripts that align with your goals and resonate with your audience. This preparation ensures your videos are concise, focused, and effective.

Improvising video content can work, but it’s inadvisable if you’re just starting out producing videos. Even having an outline of topics to address in your videos better guides your content to prevent rambling or drifting off-topic.

Step 4: Finding The Best Time To Post

Timing can affect the success of your videos on various social media platforms. Analyze your audience’s online habits to determine the best times to post. Experiment and track results to find the optimal posting schedule.

This goes hand-in-hand with understanding your target audience. Users on different social media sites will have different usage habits. Posting your video content at a less-ideal time will mean less viewers and more wasted effort.

That said, embed your videos on your own site as early as possible. Timing is less important when it comes to your site’s content, so ensure your videos get added to your articles or pages whenever possible.

Step 5: Monitor Performance

As with any marketing strategy, you need to track the performance of your video content. Views, likes, shares, and comments are all good indicators of success but you’ll also need to track referrals back to your site and conversions from your posts.

Experiment with content length, editing, and post times based on your content’s performance to better dial in and make progress towards your goals.

Best Practices for a High-Quality Video Production Process

Video follows some general best practices similar to written content but comes with its own set of rules to succeed, of course. Generally, videos should be short, include a clear call-to-action, and be consistent with your brand. That said, diversifying videos for different stages of your buyer’s journey and remixing for different platforms are also integral to a successful video marketing strategy for your small business.

Keep The Videos Short & Engaging

Attention spans are short, so keep your videos concise and to the point. Aim to capture interest within the first 2 seconds and maintain engagement throughout.

Easily, one of the more difficult parts of video content is to capture the attention of users. The first couple of seconds are crucial for stopping users from scrolling past you in their feeds. You need to get them to stop and then keep them around for the duration of your content.

Don’t Forget A Hook & Call To Action

Start with a hook to grab attention and end with a clear call to action. Whether viewers should subscribe to your channel, visit your website, or make a purchase, guide them through the next steps.

Your hook could be something like making a seemingly counterintuitive claim, starting with “how to,” or stating a number of “things” or “tips” for whatever the topic of your video addresses. There are endless ways to start a video, but grabbing a user’s attention in the first second can be difficult.

Your call to action or CTA needs to clearly outline what you want a viewer to do. Now, you might think the logical CTA would be “Visit our website for more information” or “Call us today,” but we generally actually recommend you encourage users to comment or view your other videos on the same platform. People are generally less inclined to leave the social media platform they’re currently using, so your CTAs that direct them to your site are likely to be less effective. But, asking users to engage with your content on that platform is more likely to succeed, which still benefits you for a couple of reasons.

First, engagements on that platform will help boost your visibility within that ecosystem, which means more people see your content. Additionally, your content will then get fed to users who engage with your account more often, which helps keep you present in their feeds.

This leads to the second point: the more someone sees your content, the more likely they’ll go to you should they need your product or service.

Consistent Branding & Storytelling

Ensure your videos reflect your brand’s personality and values. Consistent branding and storytelling create a cohesive experience that strengthens brand recognition.

Even if you use different types of video content, you need to maintain consistency regarding your brand identity. This helps establish your business with potential customers or clients when they make a decision.

Diversify Your Content

Mix up your video content to keep your audience interested. Use a combination of testimonials, tutorials, behind-the-scenes footage, and live videos to offer variety.

You need content to address different stages of your buyer’s journey. This way, you can capture potential customers or clients regardless of their decision-making process.

Remix Your Content for Different Platforms

Tailor your videos for different platforms. What works on YouTube might not be suitable for Instagram. Adjust your content to fit the format and audience of each platform.

Video requires more effort than writing content, including scripting, recording, and editing. Use your content on different platforms. For example, you can post long-form videos on YouTube and then cut them into minute-long snippets for YouTube shorts, TikTok, Twitter, and Instagram. While focusing on a primary social media platform for your ideal target audience is advisable, broadening the scope of your content with minimal extra effort can benefit your business’s end goals.

How To Select The Right Platform For Your Video Content

Choosing the right platform depends on your audience and goals. YouTube is great for long-form content, while Instagram and TikTok are better for short, engaging clips. Analyze where your audience spends their time and focus your efforts there.

Measuring The Success of Your Video Content

To understand the impact of your videos, track key metrics such as views, engagement, shares, and conversion rates. These metrics will help you assess what’s working and where you can improve.

Marrying Your Video Content Strategy with SEO

Optimize your videos for search engines to increase visibility. Use relevant keywords in titles, descriptions, and tags. Also, consider creating transcriptions and captions to improve accessibility and SEO.

Embedding your videos on your site is an easy way to implement that content into your SEO strategies. Likewise, you can use your existing content, like blog articles, as outlines for your videos, which then support those pages when you embed them. Increasing engagement on your site through video embeds also improves your SEO, as stated by how Google looks at user signals in their rankings.

Common Challenges You May Face with Video Production

Producing videos can come with challenges like budget constraints, technical issues, and finding the right talent. Plan ahead, invest in good equipment, and consider outsourcing to professionals if needed.

Time management often arises as a major hurdle for small business owners. If possible, set aside an hour or two each week to record videos. You should be able to record two or three pieces of content in that time to then be edited.

Sagapixel Creates Video Content Strategies That Actually Convert Leads Into Customers

Small business video marketing can transform your brand’s online presence and drive significant growth. By understanding your audience, creating engaging content, and optimizing your strategy, you can harness the power of video marketing to achieve your business goals. Start today and watch your small business thrive through the dynamic world of video content!