How We Turned Specialist Knowledge Into A Search Driven Video Campaign
Strategic Video Campaign
Holistic Hearing Solutions
Holistic Hearing Solutions is a boutique hearing clinic based in Mudgeeraba on the Gold Coast. When Therese first approached us, the business was in the middle of a website redesign. She wanted to use video to introduce the team, showcase the clinic and explain some of the services they offered.
Therese and her team had years of experience, multiple degrees and certifications, and offered several specialist treatments that were not widely available at other hearing clinics. The problem was that customers did not necessarily understand why that mattered before they made an appointment.
So, instead of creating one hero video for the new website, we planned a larger video campaign. This search driven video campaign became about answering the questions customers were asking. We chose topics around the treatments her audience were searching for. We focused on personalised stories around why they could be putting off doing something about their hearing.
The result was almost 25 pieces of video content, a matching photography library and one niche educational video that generated more than 26,000 organic views in its first seven months.
Therese Was Competing
With The Big Box Retailers.
During our initial Video Growth Chat, Therese spoke openly about the changes she was seeing in the hearing industry. Larger corporate chains were competing heavily on price. She was finding it increasingly difficult to explain why someone should choose a boutique clinic when a cheaper hearing aid was available elsewhere.
Plus, the more we spoke to Therese, the more obvious it became that her biggest point of difference was the way her and her team worked with their customers.
Her warmth, the time spent with each customer and the personalised approach to long term hearing care was a big part of the customer service approach at the company.
So, that became a big part of our strategy. We wanted potential customers to see what it was like to work with Therese and her team before they ever made an appointment. Rather than trying to argue against the cheaper option, we could use the media to show why the experience was different and give customers another reason to make their decision beyond price.
Let The Experts Talk About What They Know
We approached the video campaign with an SEO mindset. We looked at what potential customers were searching for and where Therese and Louis had the specialist knowledge to put future customers’ minds at ease before they booked an appointment.
We also knew this type of content would work well alongside the new website. Each video could support a relevant service page, while giving Therese and her marketing team a much larger library of content to use across YouTube, social media and future digital campaigns.
Since we already had access to the clinic, staff and production team, we also suggested capturing photography alongside the video production. This meant the new website could launch with a consistent library of photo and video assets, without needing to organise another production day.
Interview Based Content
Our Approach To Capturing The Content
One of the things I noticed early on was that Therese and her team did not need help knowing what to say. They spent every day answering questions and educating customers about hearing loss, hearing aids and the different treatments available at the clinic.
The problem was getting that knowledge onto camera without making everyone feel like they had to become a presenter for the day.
We used natural, interview led conversations so the team’s knowledge and personality could come through on camera.
- As part of the campaign, I acted as producer on site. While our videographer focused on filming, I guided each conversation around the topics we needed to cover with each staff member.
- Having a dedicated producer in the interview meant I could listen to the answers, ask follow up questions and adapt the conversation when something interesting came up. This was particularly important for Holistic Hearing Solutions, where the warmth and natural delivery of the team was a big part of building trust with potential customers.
- We had a planned shot list for the supporting footage, but the interviews also influenced what we captured. If Therese or Louis mentioned a particular treatment, piece of equipment or part of the appointment process, I could direct our videographer and photographer to make sure we had the footage needed to support the conversation.
- The supporting footage also needed to show what it was actually like to attend an appointment. We arranged volunteers, including friends and clients of Therese, to be filmed having their hearing tested and fitted for devices.
- This allowed us to show the equipment in use, how the team interacted with patients and what a customer could expect when they visited the clinic.
This search driven video campaign was an approach we had used many times before. It was tried and tested, and we knew it would work particularly well for a team whose expertise and natural way of communicating were such an important part of the campaign.
A Niche Topic Became
Our Best Performing Video
One of the topics we identified during our research was Micro Suction Ear Wax Removal. We had noticed another hearing provider gaining traction online with very specific, niche hearing topics and knew Therese had the expertise to talk about many of the same subjects.
So, Micro Suction was added to our campaign plan.
We approached the video with search in mind, making sure the topic was clear in the video title and supporting copy so that people looking for information about the treatment could find it.
Seven months later, the video had generated more than 26,000 organic views, making it the strongest performing video from the campaign.
For me, this was a good reminder that the biggest opportunity is not always the obvious brand story. Sometimes it is a very specific question or service that your audience is already searching for.
Why The Campaign Worked
The appointment footage helped show customers what to expect.
The photography gave the new website a consistent visual style.
And the individual educational topics gave the business far more opportunities to be found and to answer customer questions than one general brand video ever could.
The team has since told us that customers regularly mention the videos when they visit the clinic or book an appointment.
That is probably my favourite feedback from the campaign.
The videos were doing exactly what we wanted them to do. Customers were watching them before they arrived and getting to know the team through the content.
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