How to Use Video Marketing to Promote a Biotech Company
Everyone knows visuals are a huge component of a marketing strategy. With the rise of digital marketing, however, companies can do so much more than post pictures on their websites. Video is the new marketing tool businesses need to take advantage of, particularly biotechnology companies.
A lot of people outside the biotech industry find biotechnology confusing and in some cases intimidating. Video is an excellent way to showcase your company’s innovations as well as explain what your products have to offer.
How to effectively use video marketing
Video marketing lets you tell a story. Instead of a flat image, you can captivate a potential customer with a short story that explains what your biotech company is all about. This video message can help you simplify your company’s ideas and make it easy for people to understand the research and development of your biotech company.
The first step to creating videos that promote your biotech company is to understand what the customer or investor wants out of a video. When it comes to decision making, Marketing Charts found 48 percent of customers want a video that reflects the specific product they’re interested in purchasing. Most people prefer to learn about products through video because they offer a quick, clear explanation.
It’s also a lot easier to convey information to your audience using video content because it’s their preferred delivery method. Digital Information World found 59 percent of senior executives agree that if both text and video are available on the same topic on the same page, they prefer to watch the video. It’s often faster and easier to absorb information from a video, so make sure your biotech website has plenty of clips available for potential customers and investors.
Once you know the angle for the video, find a way to personalize it. You should aim to make your videos fun while also reflecting the brand of your biotech firm. For instance, choose someone to speak in front of the camera who sounds natural and gives off a welcoming vibe. Your speaker should be personable and able to break down the product information in an easily digestible manner. This will create a face for people to associate with your brand and your message.
Lastly, quality is one of the most important parts of your video marketing plan. There are a lot of different devices with video recording capabilities, but a low-quality, low-budget video is not how you want to introduce your product to customers. Hiring a video production company is an excellent way to ensure you get high-quality videos that are informative, attractive, and professional.
Why videos work
Video marketing holds a ton of benefits for your biotechnology company, which is why you need to make sure you’re taking advantage of this tool. Below are three valuable ways videos can benefit your business.
1. Attract investors
Video can catch the attention of potential investors and introduce them to your biotech brand in an authentic way. An introductory or promotional video gives you the opportunity to alleviate doubts about your product and explain the value of your company, all at the same time. Your video should show investors why a biotech firm is worth their time and money.
2. Expand reach
A study by Social Bakers discovered that Facebook video posts have 135 percent greater organic reach than photo posts. That’s a significant difference between the results you can achieve with video instead of regular still images. Video can also help you with search engine optimization (SEO).
Video helps with SEO by improving your rank on a search engine page. One of the ways it does this is by driving more traffic to your page through your video content. Another factor that improves your page rank is a lower bounce rate. People spend nearly twice as long on a page with a video than one without, so people will be staying looking at your website longer.
3. Increase brand awareness
Videos create a memorable and lasting impression that will stay with a viewer much longer than a plain-text counterpart. For biotechnology companies, explainer videos can be especially beneficial. These short, 1- to 2-minute videos summarize your business or product and pique interest about your company.
Testimonial videos are also really great at raising brand awareness because it builds another level of trust between you and your customers. People normally check reviews before making a purchase, so video testimonials describing your product and its benefits are really valuable.
For a larger video campaign, entertaining videos are a really good option. Content that makes people laugh or inspires them is a quick way to get people engaged with your brand. By creating several of these amusing or captivating videos, you can promote your company’s vision, mission, and products, as needed. Entertaining videos also have a greater chance of going viral and bringing your brand in front of thousands of people.
Digital marketing is evolving all the time. Advanced media techniques like video production will make your brand stand out in an increasingly saturated market. Beat the competition by emailing us today about tailored media content for your biotech company.
