You probably have a website for your dental practice. You might also have social media pages that you update consistently. But what about video?
Video content is a powerful marketing tool that can be used in a number of places – your website, your social channels, traditional media outlets, and even your waiting room!
It’s also one of the most effective ways to reach your patients. Here’s a few quick facts about video content:
There’s more to content marketing than words and pictures
According to HubSpot:
- Video is projected to claim more than 80% of all web traffic by 2019.
- Adding a video to marketing emails can boost click-through rates by 200-300%.
- Embedding videos in landing pages can increase conversion rates by 80%.
- 90% of customers report that product videos help them make purchasing decisions.
- According to YouTube, mobile video consumption grows by 100% every year.
- 64% of customers are more likely to buy a product online after watching a video about it.
- 87% of online marketers are currently using video content in their digital marketing strategies.
- A third of all the time people spend online is dedicated to watching videos.
- Video ads now account for more than 35% of all ad spending online.
- 59% of company decision makers would rather watch a video than read an article or blog post.
- Digital marketing expert James McQuivey estimates that a single minute of video content is the equivalent of 1.8 million words.”
Strategically speaking, it’s hard to go wrong by implementing a dental video marketing strategy. If you don’t already have a video marketing strategy in place for your website and social media, you’re missing a tremendous opportunity to reach and engage with your audience.
Let’s get strategic, shall we? The three tips below can help you get started.
1. Make your team members your “stars”
“Live” video options on your smartphone and tablets give you endless possibilities for real-time, in-the-moment video content. But you have to use it!
“The video tools and apps on your smartphone allow you to tote what’s practically a full production studio right in your purse or pocket.” – Ann Handley
You have a constant and consistent source of video content daily. Your team is on-site and available during office hours.
- Put a “face” on your dental practice by featuring a front-office business assistant, a dental assistant, or a hygienist in action. A simple 20-30 second clip with a useful slice of (tasteful) real-life from the trenches of your dental practice.
- Give a hygienist and/or a dental assistant an opportunity to answer one of your patient’s frequently-asked-questions.
- Feature a front-office team member with an insurance or financing tip-of-the-day.
- Thank your patients during certain seasons throughout the year.
2. Shine the spotlight on your patients
First, it’s vital that you get permission for this one. HIPAA requirements protect your patients and demand that you guard their trust.
So, ask them. And when you have their permission give them some camera-“love” (within HIPAA guidelines).
- Feature dental patient testimonials following their treatment experience. A transformed smile with a few before and after reflections tells a powerful story.
- Survey a few select patients throughout the year about their reasons for selecting your practice. Patient soundbites are compelling.
- Avoid actual procedural video. Nope. No one wants to see that!
3. Highlight your expertise
You’re the expert. Don’t be shy!
- Dispel a dental myth. Take a minute and speak non-technically about something that will help your patients overcome a fear or take a step towards treatment.
- Introduce your referral specialist. Interview them briefly to acquaint your patients and build trust for your patient referrals.
The bottom line is this: for today’s busy, selective patients, seeing is believing – and compelling.
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