Why Video Marketing Is So Powerful
If you’re a marketer in the life sciences space and want to know how to get more leads with video marketing, you’re in the right place. Keep reading to find out why video marketing is so powerful, and how it can help you generate leads and present your product or service better than the rest.
Life sciences’ professionals are required not only to continuously handle hard science and research, but are, more often than not, responsible for advertising their own services.
Addressing a large audience, creating awareness for your business, drawing more traffic to your website, and gaining more clients in the process can be a challenging feat. But with a little planning and professional guidance, you can put the groundwork for a very rewarding digital marketing strategy that will generate valuable leads.
And the secret is…
Video content.
The age of catchy slogans is gone. So are stuffy PowerPoint presentations.
Whether you are interested in B2B or B2C, you will still need to join the trend of snappy, catchy, infotaining videos that will make your business stand out from the crowd.
So how to get new leads with video marketing? Here are a few tips to follow when organizing your video marketing strategy.
Engage & Connect Through Video Content
If you are interested in how to get leads with video marketing, make sure your videos are engaging enough to grab and hold your viewers’ attention.
As a general rule of thumb, people connect most with other people. So a good idea is that when you are presenting your services, you include your team. Show your target audience the people working behind a logo, share their experience and illustrate their dedication. This is why video marketing is so powerful. It helps audiences connect with companies at a more personal level.
Make sure you are honest when transmitting what your company is all about. The more relatable you are, the more people will trust you.
Use Your Tone And Style To Attract Viewers
Of course, investing in a professional digital marketing company for life sciences to make a promotional video ad is THE way to go. Especially if they will be in charge of the entire brands’ identity and online messaging. However, if you are just briefly consulting with them or taking matters into your own hands, you should be aware of the general vibe you want your ad to inspire.
Maybe you are going for a professional, smart, and efficient explainer video. For example, a washed-out bright look, showing the team working in a safe environment, would make great visual support.
Maybe you are addressing a more tech-savvy audience, using close-ups to focus on the technological marvels you employ.
What if your goal is to go viral? Then you must take a more cinematic approach. Or, how about making a funny fake documentary (aka mockumentary)? Or a homage to a famous movie? A gripping and engaging story that only reveals its product at the end, after a memorable twist? To get leads with video marketing, you have to keep it short, clear, engaging, and/or funny.
Target Your Desired Audience
You have the video. Now you have to make it as visible as possible. Back in the day, a company would cover every medium (TV, radio, and print) to advertise its services and create a sense of brand awareness and familiarity. After all, a brand you know is a brand you trust!
Nowadays, almost every brand has an online division, making sure that their brands remain relevant in the commercial landscape, popping up on websites, videos, and social media. But here’s the twist! Most platforms let you specifically target your desired audience. You can select who will see your ads based on demographics, behavior, and interest.
Make sure to check the targeting settings in the platform’s menu to select the best options for your content.
Remember To Use a Great Thumbnail
Never underestimate the video thumbnail — it takes a split second for the viewer to click it or keep scrolling. Decide on a positive, engaging image that is inviting and creates curiosity.
If you are short on ideas, know that a thumbnail of a person smiling can do wonders, more so if they are, for example, holding your product.
Make Your Video Content Shareable
Another golden lesson in video marketing when you are looking for how to get leads is to make it extremely easy for your viewers to share the video. Place a visible share button on your video player. Word of mouth is still essential when it comes to recommendations.
Strike partnerships with other visible entities in the domain (Facebook or Twitter accounts rich in followers). Either shamelessly ask them to share your video or reach a business agreement. Cross-promotion can do wonders. If you manage to play your promo at an event, you will likely experience an important influx of followers. Sometimes, though, a little push is required…
Paid Advertising And Managing Lead Generation
Of course, organic viral advertising is just one aspect of increasing a client pool. Social Media has been tinkering with algorithms for years and has no trouble in pulling a commercial video at the base of the viral deck. To get a better reach, you will need to make a small investment in the promotional budget.
How to make sure your video is seen by potential clients? Take it a step further and actively target potential customers who have shown interest in your company’s service. This process is called Lead Generation.
You can use paid advertising for lead generation to accomplish a few goals, such as building brand awareness, generating MQLs (Marketing Qualified Lead), connecting through SQLs (Structured Query Language).
Moreover, use SEO tools to optimize your content and make it pop up easier on search engines. And of course, welcome your clients with a nice, clear, user-friendly landing page.
Keeping Your Clients Up To Date With Video Marketing
With science constantly advancing, biotech and life sciences companies have the perfect opportunity to stay fresh and up-to-date with the latest developments within their industries.
When it comes to how to get leads with video marketing, ensure to have a constant and consistent online activity. Show your customers that they’ve invested in a dynamic company and convince your potential clients that this is a team they’d want to be part of.
A good script and captivating video can do wonders. A recent survey showed that 78% of brands considered video posts directly responsible for a boost in sales. So, know that videos are not necessarily only for presenting products, they can also be used for teaching concepts, and sharing ideas.
Short video stories, interviews, daily updates, client testimonials, and social awareness activities contribute to keeping your company relevant and afloat.
After sharing a video, make sure to make yourself or your team available to answer your audience’s questions. This will reinforce the feelings of trust and care.
Scout the life sciences industry forums and be open to comments and suggestions on your social platforms. Learn more about your customers’ needs and expectations, and provide them with the best possible experience.
Building a top-notch video marketing campaign will not only help you get more leads but will also make your company a respected player on the market.
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