The services they provide are much different than your typical organization, but just like those businesses, health care companies need to make their offerings known to the public.

If you're in the industry, you know that marketing is a critical component of your business' long-term success — but the keys to success are much different for you than they are for, say, a retail company or a restaurant chain. You're tasked with promoting your services while establishing your expertise and building considerable trust among your potential patients. There's plenty to balance in terms of professional ethics, sensitivity to patient needs, and the duty to provide the highest standard of care possible.

So how can you reflect these core values through your marketing? Here are some tips.

Knowing the value of digital video ads is hard, and yet, with video a growing and highly engaging form of online content, video advertising can't be ignored. Marketers are forced to accept an imperfect circumstance: They aren't sure they're getting the value they're expecting from digital video ads, but they can't afford to not invest in the channel.

It's not a lost cause, though, largely thanks to the rise of digital ad ratings — but many advertisers don't know how they can be helpful (especially for pre-roll ad campaigns). Here's a quick primer on what digital ad ratings can do for you and your next video advertising campaign.

You've heard the term thrown around here and there, and you know it's an important metric, but what is viewability? It relates to impressions, and whether or not your audience can see them. This may sound like a straightforward concept, but a lot goes into determining viewability. Understanding how it's determined and why it matters is key for marketers looking to make sure their online campaigns are running as efficiently as possible.

There are some great benefits to creating educational videos as part of your marketing strategy. Schools have been using educational videos for some time, and TeachHub has reported benefits from expanded reach to higher student engagement. Even the Smithsonian is expanding is virtual reality education program to reach students in classrooms across the world.

What does this have to do with your marketing strategy? We know from a recent Cisco report that 80 percent of internet traffic will be video in 2019. Techcrunch recently reported that Facebook had reached 8 billion video hits daily.

So how can you get ahead of the curve in when it comes to your video marketing strategy? How do you get beyond simply delivering pre-roll teasers?

When it comes to auto dealer marketing, these days, the first rule is not to talk about the dealership. According to a new study from Google, a customer can make as many as 900 digital interactions in the lead-up to purchase. By comparison, the same customer will only visit two dealers in the process.

This doesn't represent an entirely new way of doing business. Dealerships have long known that customers can take months to process a car-buying decision. But with the ease of information readily available on mobile, consumers are now researching while standing in line at the grocery store, waiting to pick up their kids or over lunch. Getting those customers in the door is a matter of how you interact with them in the micro-moments during the path to purchase.

If you're a brand marketer trying to create compelling content to reach a larger audience, you should consider producing original video. With more types of video content becoming available to brand marketers, it's proving increasingly valuable in driving engagement and conversions. According to Hyperfine Media, video content on a landing page can increase conversion rates by 80 percent, and 92 percent of mobile video viewers share videos on social media.

While it may not be practical to produce all these content types at the start, brands should aggressively test their video content options to discover what works best. Check out these 10 types of popular content:

The numbers behind online video's rapid rise are staggering. If your company's neglected its video marketing strategy, check out this quick overview, and you'll definitely want to reconsider that position.

According to Syndacast, 74 percent of all online traffic will be video in 2017, and 52 percent of marketers name video as the content offering the best return on investment due to its natural shareability. As video creation proliferates among brands, the costs become more reasonable every day, allowing marketers to leverage video in a number of ways — from incorporating new digital technologies to developing advanced advertising strategies — to increase engagement and spur conversions.

If you want to learn more, read about these top features of successful, branded video content:

Cisco predicts that, by 2020, IP video traffic will account for 82 percent of global consumer internet traffic. However, as Search Engine Land notes, high-quality video, though its value is apparent, comes at a high price. They advise against investing in online video ads if it means pinching money from paid search. Do you think you can't afford to get on the bandwagon? Think again.

Several weeks ago, YouTube launched a new app called YouTube Director, which allows businesses to create video ads directly on their smartphones. But can a free smartphone app really replace traditional video production tools previously used to create ads?

After spending some time with YouTube Director on the iOS platform, I think it would be a great tool for small and midsize business owners — and here's why:

TV advertising has long been held as the gold standard when it comes to advertising platforms, reaching millions of consumers and allowing marketers to cast a wide net that almost always ensures a return on investment. However, online video advertising could be in a position very soon that will put it on par with its broadcast big brother. Marketing Land reported on a recent Interactive Advertising Bureau (IAB) study where industry professionals touted the benefits of video advertising. Sixty-eight percent said they believe digital video will become as important as TV in the next few years. So what's behind this trend? Turns out there are several benefits of video advertising that put it in a very competitive position.

The trick to hosting a successful event isn't just putting on a show that people will enjoy. More often than not, it's a matter of making sure interested fans know about the event in the first place. With so much digital content competing for the attention of customers, it's easy for a promising event to get lost in the fray.

Thanks to location-based targeting strategies, digital channels have become a valuable way to address this issue and dispense event marketing materials. Brands can seek out smart partnerships and relevant advertising destinations to reach their target audience and build interest for their event weeks — or months — in advance.