If you read our last blog post, you already learned three ways to increase views on YouTube with SEO (search engine optimization). By following those easy tips for utilizing keywords and thumbnails effectively, your hospital can begin to drive organic traffic to your videos.
Viewers and views are just one piece of the puzzle. It is also important to measure your return on investment (ROI). Before creating your video content, you should have established a clear and measurable goal. Your goal shouldn’t focus on “vanity metrics” like followers or views (which can be manipulated), but on engagement metrics. For example, if your videos are about the importance of cancer screenings, then your goal may be for your video viewers to make an appointment at your hospital for screening. Regardless of the goal you have set for your videos, the best way to maximize ROI is to follow these easy tips:
1. Brand Your YouTube Channel
Your YouTube channel is an extension of your hospital’s brand – so make it look the part. You can integrate your corporate identity into your YouTube channel in a number of ways, including:
- adding your logo to the beginning/end of each videos (also known as pre- and post-roll),
- using your official logo as your profile picture,
- using a professional, customized banner image,
- adding links to your website and social networks on the “About” page (which will then show up as icons on your channel banner image),
- filling out your profile description, and
- uploading a brand watermark (which places your logo in the bottom right corner of all your channel’s videos).
Branding your channel makes it clear to the viewer whose content they are consuming. This is important for ROI because you don’t want people guessing who you are or how to contact you. Branding also adds a level of credibility to your video content – the viewer knows the video is coming from a trustworthy healthcare provider.
2. Include a Call-to-Action
Getting a viewer to perform a specific action is as easy as asking them to do it. For example, if your goal is to drive traffic to your hospital website, then include a link with a simple call to action (CTA) like, “Visit our website to learn more!” Including a call to action ensures that you’re directing the viewer to the next step in the process (once again, you don’t want them to have to guess what they’re supposed to do). There are a number of ways to create engaging CTAs through YouTube:
- Calls-to-action within the video itself (narrated or captioned),
- Calls-to-action and links in the video’s description,
- Video annotations, and
- YouTube cards (an interactive feature that can overlay links, images, and calls to action on a video).
Remember that in order for links to work within video descriptions, “http://” must be included in front of the web address. To include links in annotations and cards, they must be approved through YouTube’s associated website process.
3. Share Your Videos Everywhere
This one may seem obvious, but an easy way to boost the ROI of your YouTube videos is to share them. Post them on your website. Share them across your social media accounts (remember that on social media, you should share content several times, and at different times of day, to ensure your content reaches everyone). Include links in email campaigns. By sharing your videos across the web, you’re using them for multiple purposes. Instead of spending resources creating new content for Facebook or your website, you’re re-purposing perfectly good content that’s already been created. You’re also increasing exposure for your videos. All this helps guarantee that you’ll get the maximum ROI possible.
These three tips can help you prove ROI by converting viewers into consumers. There’s much more that can be done on YouTube, including incorporating our animations into your videos in a variety of ways. To learn more about Nucleus for Healthcare, contact us today.