Einsight

The Scott Public Relations Healthcare, Insurance and Technology Public Relations Blog

Einsights

The Scott Public Relations Healthcare, Insurance and Technology Public Relations Blog

Video Content Marketing: Embed Video in Your Email

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As the second blog in our four-part series on video marketing, SPR recommends including videos in email campaigns when possible. Because different email programs can display content in different ways, it may or may not be beneficial to embed videos within your emails so we’d recommend testing it out before sending anything out. Having a video that doesn’t work, as Jon Spenceley points out, is much worse than not having a video at all. If you are able to embed a video successfully, sharing that video not only creates a buzz around your company/brand, but it also helps you stand apart from your competitors.

According to the article, “More Eyes on Your Video—How and Where to Share” by Jon Spenceley:

  • Almost all email clients will load images. This means great news for you since, at least when it comes to the new updates that Gmail and Google made, your video image will always be displayed regardless of whether a user chooses to see images or not in their emails.
  • Landing pages give you more opportunities to engage and convert. If users are directed to a landing page to see your video, they will be more inspired to view other content that you have and not just only that one video. This will also help spark people to subscribe to your site, which would then allow you to better measure the pattern of how and when people are viewing your content.

Having video content in your emails will allow you to generate more engagement, especially if your marketing efforts are focused on being entertaining and educational.

Below are a few types of videos you can try including in your emails to increase audience engagement:

  • Demonstration/How-To Videos
  • Testimonials
  • Educational Videos
  • Event Videos
  • Interviews with Industry Leaders

If you enjoyed this post, check out our previous blog, Stats Show the Power of Video.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

Like what you’ve read? Follow Scott Public Relations on Facebook , Twitter, Pinterest, LinkedIn and Google+. For convenient blog updates, sign up for the Einsight RSS feed!

(Note: Many internet browser platforms are discontinuing their internal RSS reader. If you are viewing this in Google Chrome the RSS feed will not work properly since they discontinued Google Reader. If you have an independent reader set up already you should be fine. If you do not, may we suggest you look to Digg Reader, AOL Reader, or our personal favorite – Feedly to handle your RSS feeds. Happy reading.)

Categories: Healthcare, Insights, Insurance, Public Relations and Marketing, Social Media, Technology

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Stats Show the Power of Video

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Videos allow for the powerful possibility of content to be shared in an entertaining, compelling and efficient way to relay a message to an audience, and entice engagement.

This concept of utilizing video for marketing efforts is discussed in Jon Spenceley’s recent article, “More Eyes on Your Video—How and Where to Share.” Spenceley highlights a few important video metrics which we’ve provided below. This will be the first in a series of four blogs aimed at helping healthcare, insurance, and technology professionals learn about the many benefits to embracing video marketing.

Pay attention to these video marketing metrics:
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  • Americans watched over 50 billion online videos last year.
  • Landing pages incorporating video convert over 80% better than those without.
  • Videos keep viewers on your site for longer. A “play” button for a video is one of the most effective calls-to-action for online/digital marketing.
  • According to Forbes, if given the choice between text and video, 59% of executives would choose to absorb information through video.
  • It is estimated that videos increase retention on product information by 28%.

Boost Time on Site and Search Rankings with Your Blog

Posting quality content on a blog is a sure way to gain credibility among your audience. Adding a video to the mix will allow you to attract more eyes and ears to your brand’s messaging.

Your site will also potentially have an increase in SEO since you can have the videos on your site map after you put them on your blog, so key search engines like Google will pick them up and create better search results for your brand.

Does your company already use video marketing consistently? If so, what made you get on board with video marketing initially? SHARE your feedback with us!

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

Like what you’ve read? Follow Scott Public Relations on Facebook , Twitter, Pinterest, LinkedIn and Google+. For convenient blog updates, sign up for the Einsight RSS feed!

(Note: Many internet browser platforms are discontinuing their internal RSS reader. If you are viewing this in Google Chrome the RSS feed will not work properly since they discontinued Google Reader. If you have an independent reader set up already you should be fine. If you do not, may we suggest you look to Digg Reader, AOL Reader, or our personal favorite – Feedly to handle your RSS feeds. Happy reading.)

Categories: Healthcare, Insights, Insurance, Public Relations and Marketing, Social Media, Technology

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Healthcare PR & Marketing: Ways to Better Communicate with Journalists

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The article “Figuring Out Journalists: 3 Tips for PR Pros” by Jonathan Tombes on Ragan’s Health Care Communication News discusses three helpful clues when it comes to efficiently motivating busy journalists to consider your story pitch:

  • They hate jargon. Being the excellent wordsmiths they are, journalists don’t like industry lingo/buzzwords. They are more responsive to straightforward, clear wording.
  • They’re being stretched thin. Due to the obvious move of most printed material to being digital, there are less journalists, which means they are most likely overloaded with work. So, if you make it as easy as possible for them to consider your story, then they will most likely fit you into their schedule.
  • Sometimes, they’re predisposed to a particular story. Often journalists can be biased, whether it is purposeful or not, and can already possess predisposed notions about a story idea. Per Tombes, not all journalists ‘pre-write’ and go searching for quotes, but most have inclinations.

shutterstock_151074629_newsAre you having trouble hooking a journalist? These helpful tips and strategies in being prepared, presenting a compelling pitch and using unambiguous terminology, will allow the journalist that you are trying to entice to be able to more easily understand and take the time to recognize your angle.

When pitching a story to the media, do you have any tips on effectively capturing someone’s attention? SHARE your feedback with us!

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

Like what you’ve read? Follow Scott Public Relations on Facebook , Twitter, Pinterest, LinkedIn and Google+. For convenient blog updates, sign up for the Einsight RSS feed!

(Note: Many internet browser platforms are discontinuing their internal RSS reader. If you are viewing this in Google Chrome the RSS feed will not work properly since they discontinued Google Reader. If you have an independent reader set up already you should be fine. If you do not, may we suggest you look to Digg Reader, AOL Reader, or our personal favorite – Feedly to handle your RSS feeds. Happy reading.)

Categories: Healthcare, Insights, Insurance, Public Relations and Marketing, Social Media, Technology

Tags: , , , , , , , , , , , , , , , , , , , , , , , , , , ,