Video marketing for online therapists is a powerful way to connect with your followers, reach your ideal clients, and grow your audience. It can come across as more personal than written content, making it an effective marketing method.
But for many mental health professionals, video marketing can also seem challenging, technical, and inaccessible. And that’s why we invited video marketing expert Sandra Noll of Frames of Life video production agency into the LIT Community to tackle this topic and answer all our questions about video marketing for online therapists.
In this blog post, we’ll share the essential elements of creating high-quality, engaging videos (but in a beginner-friendly way!).
Why Should You Consider Video Marketing?
If you’re a solopreneur doing all your marketing single-handedly, you might wonder if it’s worth delving into video marketing. You might not want to learn new skills or platforms or spend a lot of time filming videos. Or maybe you don’t feel comfortable in front of the camera. These are all valid concerns.
But there are some pretty compelling reasons for online therapists and coaches to consider video marketing:
- Many social media platforms favor video content over written text and images. So, you have a much higher chance of getting your content in front of your ideal client if you use video.
- Using video allows you to establish a connection with your audience and build up that know, like, trust factor that’s so important when running a business.
- It’s a great way to showcase your expertise or your USP (unique selling point). You can show your personality and what makes you stand out from your colleagues.
- Often, potential clients may feel more comfortable reaching out to work with you if they already feel like they know you.
- You can also repurpose your video content into lots of different formats (e.g., blog posts, social media posts, etc).
- Videos can often have higher conversion rates from follower to customer/client than other forms of content.
So, it’s well worth trying out video marketing for your business. And while it can be complicated, it doesn’t have to be.
Sandra walked us through the basics you need to create effective videos when she joined us inside the LIT Community, and we’re sharing the key takeaways here for you, too!
Video Marketing for Online Therapists: Video Set Up 101
According to Sandra, there are four essential factors for creating a great video:
- Audio
- Content
- Composition
- Light
With these four things in place, you can create amazing videos to attract the right audience and get more clients. So let’s take a closer look at each of these four essential steps for video marketing for online therapists.
1. The Audio Quality
You might be surprised that audio is the first essential factor in creating engaging videos. But it’s much more important than you might have considered. And that’s because more than half of what we perceive visually is influenced by our auditive sensors.
Audio influences your first impression and makes you want to continue watching a video. But if the audio is bad, you’re much more likely to switch it off or scroll by.
So, it’s worth taking some time to figure out how you’ll record the audio for your videos. There are two main options:
- A Lavalier (or lapel) microphone – a built-in microphone on your headphones
- A standing microphone – a separate device that will result in better audio quality and a smoother sound
If you’re on a budget, you don’t have to buy a new microphone. You probably have a set of headphones with a built-in microphone, so you can use that. But if you want to ensure you have the best audio quality and more freedom to move, you might prefer a standing microphone.
You might even be able to get away without a microphone at all and just use your phone or laptop to capture your audio. But that can be tricky – you’d be surprised at how loud a space can be. Background sounds like birds, street noise, echoes, and even your own laptop can create a lot of distraction and lower the audio quality of your videos. And the further you get from your laptop, the more you’ll notice these unwanted sounds.
We also recommend taking a moment to prepare the space you’ll record your videos. For example, the emptier the room, the more echoes you’ll get. A simple fix is to add some extra soft furnishing – like a blanket, pillows, cushions, or a rug. They will help to absorb the sound so it doesn’t bounce back off flat surfaces and cause an annoying echo in your videos.
2. Your Content
The next crucial thing to consider when it comes to video marketing for online therapists is your content. This is key to your video marketing effort.
You’ll need great content to make videos that will capture people’s attention and make them want to continue watching.
There are three main types of video marketing content:
- Educational videos – e.g., sharing tips for managing anxiety
- Entertaining videos – making relatable and funny content that will resonate with your clients
- Inspirational videos – sharing personal stories, how you’ve supported your clients or other aspirational content
It’s a good idea to think about what type of content you want to create and whether you’ll alternate between the different types, which can help to keep things fresh.
Or you may prefer to stick to one type of content if it resonates better with your brand voice, so your content is easily recognisable and reliable.
3. The Composition
Of all the steps to creating a good video, composition is the factor that is often overlooked. But it’s a simple step you can take to improve your videos. Composition refers to framing your videos to make them more pleasing to the eye so people are more likely to watch them until the end.
You don’t need to be an expert to create well-composed videos. There are some handy shortcuts and tips you can integrate into your videos.
For example, you could use the Rule of Thirds. To do this, divide the image into thirds and place yourself along one of the grid lines instead of in the centre. This smart composition rule instantly makes your video more aesthetically interesting. Another helpful tip is that your eyes should always be in the top third of the video.
This photo is a great example of how you can use the rule of thirds effectively. The woman is positioned to the side rather than centered, and her eyes are in the top third of the image. You can think about how to incorporate these tips into your video compositions.
And don’t forget to think about your background, too. Do you have any interesting paintings you could feature behind you? Or you could add a vase with some fresh flowers beside you to make it more eye-catching. But don’t use anything too distracting – you want to be the focal point of your video!
4. The Lighting
Good lighting makes a huge difference to your videos. So, plan out when and where you’ll film your videos and how the lighting will affect them.
Thinking about the lighting can make all the difference.
- For shooting video indoors, make sure that you don’t have any windows behind you, or you’ll be silhouetted.
- Consider where the shadows will fall on your face and which position will provide you with the best lighting. Having a window in front of you is a good choice, as it will provide natural lighting.
- You could also move around lamps or invest in a ring light – an affordable light that creates a soft glow.
If you plan to film a lot of videos (e.g., if you’re creating an online course or going all in on video marketing), you could take it even further. In that case, you could invest in three-point lighting – a key light, a fill light, and a backlight for really advanced and flawless lighting. But for most people, that’s beyond what you’ll need for some simple video marketing.
And for filming outdoors, consider the time so that the light isn’t really harsh. The best time to shoot video outside is early in the morning or shortly before the sun goes down. Cloudy days also tend to provide more reliable results than very sunny days, when you’ll have to content with glare and shadows.
Video Marketing for Online Therapists: How to Prepare Before You Record a Video
Now you know the four essentials for making videos, let’s move on to preparing your video content. Planning and pre-production can make a huge difference in creating excellent video content. And there are four key principles to keep in mind:
1. Video Tone:
Who is your ideal client? You should keep your ideal client in mind when planning, scripting, and creating your videos. It’s helpful to create a persona for your ideal client (age, career, relationships, motivations, goals, etc.) so you can tailor your content to them and use the right tone in your video. See our blog post on getting clarity on your ideal client if you need more help with this.
2. Video Purpose:
Consider – what do you want to achieve with the video? Always think of how to provide value first by contributing something to your customer’s life.
Define your core message and the learnings you want your audience to gain. Knowing what the video’s purpose is makes it a lot easier to make the content as you know what you’re trying to achieve with it. It will keep you focused and on track so you can create the right kind of content to achieve your purpose.
3. Crafting your story:
What message do you want to convey to your watchers? Sandra recommends defining your 5 key takeaways before you even hit record. Think about what you want your followers to learn from the video. Remember these 5 key points and have an idea of what you’ll talk about without having to read it word by word – you’ll appear more natural and less wooden.
Incorporate storytelling into your videos to spice up your content and make it more memorable. But keep it short and simple – respect your audience’s time! The ideal video length will vary from platform to platform and changes all the time according to the algorithm, so make sure to check what the latest recommendations are.
And wherever you’re posting your videos, you need to make sure you capture people’s attention right from the start. You only have a few seconds to grab their interest or they will scroll by.
4. Schedule a time when you’ll record your videos.
Block time out in your calendar for batch-creating videos so you don’t keep putting it off! This way, you’ll make sure you’ll be prepared and ready to hit record.
Scheduling your videos is even more important if you’re going live, as you’ll need to fit in with the sunlight. For consistency, it’s good to record your video at the same time so your videos will all have the same lighting setup. Sticking with the same time makes it a lot easier.
And it will allow you to keep to a regular schedule of recording and uploading your videos. Many of the platforms (from Instagram to Youtube) will reward consistent content and show it to more people. Plus, having a regular schedule will help your followers to know when you’ll release new content, so they’re more likely to tune in and watch it.
A final tip: How to feel comfortable in front of the camera
Being camera-shy or feeling uncomfortable talking to yourself is a common objection many business owners have about creating video content. It can definitely feel a little unnatural at first, so you won’t be alone in this worry.
But the good news is that the more you do it, the easier it becomes. So our best tip is just to give it a try and don’t give up if your first attempts aren’t perfect.
Sandra also recommends being able to see yourself when you’re recording videos. For example, you could use your iPhone’s front camera or set up a mirror opposite you. You might feel more comfortable then and be able to see if you’re acting relaxed and natural.
One final thing to keep in mind is to look directly into the camera. Doing this will ensure that you’re looking in the right direction and maintaining eye contact rather than looking off to the side or around the room. If you find it helpful, imagine that you’re talking to one person, your ideal client, who is across from you. Thinking of one person rather than a large audience can help you to relax and talk in a more natural, conversational tone.
Video Marketing for Online Therapists: A Summary
We were so glad to host Sandra Noll inside the LIT Community – the full replay is available to our members alongside all our event replays and other resources.
The LIT Community is our dedicated space for mental health professionals around the world who are starting or growing their online businesses. We support our members through regular business, therapeutic, and social events, our 24/7 discussion board, resources, and a community of like-minded colleagues who support each other, grow, share, and learn together.
If you’d like to learn more about the LIT Community, head to our website here and make sure to sign up for our waitlist so you’ll be the first to hear when we’ll next open our doors.
And if you’d like to learn to master the art of content creation, check out Sandra Noll’s new 3-month mentoring program for experts and freelancers. Sandra will help you to grow your business and attract your dream clients via 1:1 mentoring, a done-for-you brand and content strategy, and video and feed templates.
In conclusion, using video marketing is a powerful way to reach your audience and attract more clients. By following these tips, you can create high-quality video content that captures people’s attention and helps you to grow your online therapy or coaching business.
How do you feel about video marketing for online therapists? Have you ever used video marketing in your business? Share what you’re doing and how it’s working for you in the comments below! And if not, what’s holding you back? Let us know – we’d love to hear from you.
