Here’s a marketing nugget that you may not wish to hear: video marketing for your health & wellness business is the way that most of your audience wishes to connect with you. It’s a key component to growing your health and wellness business as a Nutritionist.
At the crux of it, successful marketing – which is basically 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 connection.
And video content paves the way for you to do both of those things exceptionally well 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 if you wish to educate your ideal clients and build your authority as a Nutritionist, videos are a great medium for this. This is particularly so if you wish 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 your own image on your website is much more effective than using a stock photo 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.
Given that video content marketing is clearly an asset to any health and wellness business, why aren’t more nutritionists using video content to build their private practice and attract dream clients?
Private practice owners sometimes perceive that creating video content is hard.
They’re not familiar with editing software and they’re uncomfortable with seeing themselves on screen.
Whilst the video content quality is very important, the production quality is not.
Focus on storytelling. Focus on providing content that is of value to your people.
But don’t feel like you need to spend lots of hours and money investing in equipment and editing software before you can get started.
Anyone can create effective video content with the use of their mobile phone.
Facebook Live videos, Zoom, and other webinar recordings will work as long as the content itself is engaging and valuable.
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.
In fact, the science of confirmation bias and mere exposure effect means that you’re predisposed to feeling anxious when seeing yourself on screen.
But don’t let this prevent you from creating amazing video content for your health and wellbeing business.
There are a few strategies to help you overcome your video fears.
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).
Everyone else is not you, and hence you will appear to be ‘normal’ to them and not ‘odd’.
Next, refocus your attention away from the camera and instead focus on your craft, that is to make sure you’re delivering value to your audience in the best way possible.
Finally, understand that people don’t care about how you look or come across. Most of them will be focusing on your message, whether it can help them and how they can implement it in their own lives.
Maximize Your Efforts by Repurposing your Video Content
Once you’ve created your video content, you can use your video content in multiple ways and repurpose it across all of your social media.
Some examples include turning your video into an audio podcast, YouTube playlists, Instagram videos, Twitter, and Instagram, Facebook, and Snapchat Stories.
This will help you to ensure that your content is spread across platforms and formats, and your audience will connect with you in the way that they learn best.
Most social media platforms LOVE video content, so this will help to improve your reach as well as engagement.
Work Video Content into Part of your Overall Profitable Practice Strategy
Finally, video marketing is just ONE aspect of setting up your health and wellness business for success (albeit an important aspect!)
There are seven critical keys to a Profitable Practice.
I’ve pulled together a guide to help you to thrive in your private practice today because clinical training doesn’t necessarily equate to clients and cash.