Here’s a marketing nugget you may not wish to hear: video marketing for your health & wellness business is the way most of your audience wishes to connect with you! In fact, I’d go so far as to say that it’s a pivotal strategy to growing your health and wellness business as a nutritionist or integrative health practitioner.
At the crux of it, successful marketing – which is letting your ideal clients know you exist and that you can support them in their transformational journey – boils down to communicating well and building a strong connection (and a sense of trust!).
And video content paves the way for you to do both of those things exceptionally well because in the least amount of time because:
Video helps you to convey your message clearly, even when the message is complex
If a picture is worth a thousand words, then videos are worth 1.8 million words (according to Dr. James McQuivey of Forrester Research).
Viewers remember 95% of a message they see on a video compared to just 10% when reading a text.
So, video is an excellent medium if you wish to educate your ideal clients and build your authority as a nutritionist or integrative health practitioner. As you might guess, video is especially effective if you want to educate on more complex and sophisticated messages.
Marketing with video helps you to build trust and connection
The new era of video marketing is based on trust and creating long-term relationships with your people.
Similar to how using images of yourself on your website is much more effective than stock photos because people can see and relate to you, video marketing amplifies that impact.
Video content also builds engagement, appeals to mobile users, increases your return on investment, boosts conversion and sales, leads to social shares, and the cherry on top is that Google loves videos, so it’ll help you to rank well. You see, there are many benefits to adding video to your marketing mix!
Given that video content marketing is an asset to any health and wellness business, why aren’t more nutritionists and integrative health professionals using video content to build their private practice and attract potential clients?
The reason is multifaceted. I’d say the main thing is that private practice owners sometimes perceive that creating video content is challenging and somewhat intimidating.
They’re unfamiliar with editing software and uncomfortable seeing themselves on screen.
Remember, while video content quality is very important, production quality is not.
Focus on storytelling. Focus on providing content that is of value to your people.The key to success is to focus on storytelling because we tend to remember stories more than factual information. Especially stories that evoke emotion!
Also, try to focus on providing valuable content to your people. One way to do this is to brainstorm your ideas in a few different “buckets,” including:
✳️ Busting Common Myths
✳️ Common Questions Your Clients Ask
✳️ Obstacles your Audience is Experiencing (with an easy-win first step to help them get started)
✳️ How-To Videos
✳️ Mindset and Motivation Topics
Ideally, you avoid feeling like you’d need to spend lots of hours and money investing in equipment and editing software before you start creating videos. Honestly, you can start with what you have now and, over time, improve your process and equipment as needed.
Facebook Live videos, Zoom, and other webinar recordings will work as long as the content itself is engaging and valuable.
In fact, you can create highly compelling, high-quality video content using your mobile phone! No special equipment is necessary except perhaps a good light source (a window with natural sunlight works best!) and maybe a tripod to keep your phone steady. I recommend that you get started and tweak as you go.
It’s best to just get started and tweak as you go.
If you’re uncomfortable with being on screen, you’re definitely not alone.
The science of “confirmation bias” and the mere-exposure effect contributes to you being predisposed to feeling anxious when seeing yourself on screen. It happens to the best of us;-). But please don’t let this prevent you from creating video content for your nutrition and integrative health business.
There are a few tried and true strategies to help you overcome your video fears and to help you relax (and maybe even enjoy yourself!!!).
👉 Firstly, remind yourself that you are probably the only one who thinks that looking at YOU on screen is odd (there are psychological components at work here, as described above). We all tend to be harder on ourselves and see our real or perceived flaws more than anyone else! So remember that to others, you will appear to be perfectly normal!
👉 Next, it’s helpful to consciously refocus your attention away from the camera and instead think about your passion for helping people to improve their health. Keeping your focus on your mission to assist others will help to ensure you’re delivering value to your audience in the best way possible and will make you much less self-conscious.
👉 Finally, remember that most people viewing your videos focus on themselves versus you. They are contemplating “what’s in it for me” and focusing on your message. So instead of critiquing you, they are likely considering whether the information you share can help them and how they can implement it. So, I hope these tips help take the pressure off!
Maximize Your Efforts by Repurposing your Video Content
This strategy is huge. Once you’ve created your video content, you can repurpose it in multiple ways across your social media platforms. The goal is to squeeze as much gold as possible from each video through this repurposing strategy!
Some repurposing strategy examples include turning your video into an audio podcast, YouTube videos, Shorts, Playlists, Instagram videos and Reels, and Instagram and Facebook Stories.
Doing so will help you spread your video content across several platforms and different formats so your audience will connect with you in the way they learn best.
Remember, most social media platforms LOVE video content. Incorporating a video content strategy on social media will help improve your reach and engagement because the algorithms prioritize video and, therefore, will more likely share it with a broader audience.
Make Video Content Part of your Overall Profitable Practice Strategy
Video marketing is just one aspect of setting up your health and wellness business for success (albeit an important aspect!) It’s essential to get started and evaluate the response from your audience and adjust accordingly. I’m confident that if you are consistent with video content – you will reap the benefits of growing your audience, developing the all-important know, like, and trust, and significantly reducing the time, it takes for a prospect to turn into a paying client or customer!