I’m loving working with the Zita West Fertility Clinic on their digital strategy, part of which is about launching a YouTube channel and using video marketing to build an audience and increase reach.

With Zita offering fertility treatment, her clients will always tend to be aged between 30 and 45. Her clients can’t grow with her and can’t be clients for life, as once they have their babies or reach a certain age they no longer need fertility treatment.

Zita always has to keep her eye on that particular age group and how they get information. And what we are seeing now is a huge shift in viewing patterns, with younger people watching less television and instead curating their own media on YouTube. Zita’s next wave of clients will be part of this so-called Millennial generation, which means YouTube will be an important lead generator and way for today’s 20 somethings to find her as they approach their 30s and start thinking about babies.

Audiences and successful Youtube channels can’t be built overnight, neither does one video equal a successful video marketing strategy, so Zita is committing to a long term strategy of publishing a video per week (all filmed and edited by me) to build a fan base over the following months and years.

You can see some of our first videos below, including one in which we took to the streets of London to find out how much people really know about fertility (and the answers might surprise you).