Why You Should Consider Video?
One way to enhance your practice would be with video marketing. Video is becoming extremely popular and ranks on the first page of Google much faster than traditional SEO, in fact 9 out of 10 searches in Google now include video results. Video:
- Generates 3x as many monthly visitors to a website if the video is engaging enough
- Visitors spend more time on a website that includes a video
- Organic traffic from search engines increase
- Consumers are more likely to seek information about a service after seeing it on a video
Understand your audience
Before thinking about content, research what your patients require rather than assuming what they want. Video has to be interesting, entertaining and informative to grab their attention but also consider patient profiling alongside the sector and target customers.
When you have identified your audience, explore their online communities and find out where they look for information. Consider market research into your audience when testing the video content to see if it is relevant before continuing the process.
Videos help your visibility in general, each element of a video is distributed separately and can attract its own patient base.
Create the content
Producing great video is not enough, you have to use it. Identify your goals, so whether its raising awareness of the practice in general or driving a particular service or special offer.
Work out how you are going to get your patients attention and include this in your production of the video:
- Make your video emotional
- Focus on emotion and be positive
- Exhilarate your audience
- Be proud of your practice and what you offer
Distribution
It’s said that Facebook posts with video are given extra weight in the algorithms and they have higher engagement rates than posts with just plain text or links. The combination of videos and photos are the key to super exposure.
Therefore don’t over invest in content and under invest in distribution. Its about publishing the content constantly, you cant focus all your efforts one week and then leave it the next. Ensure the video is shared over a longer period of time to maximise its effectiveness.
- Create a chart of when you should be posting
- Maximise social media channels like Facebook, Twitter, Youtube and Google + (Even Instagram now includes short video snippets)
- Keep in mind the psychological reasons behind why patients may share your videos
Measure your success
Establish key metrics and KPI’s to tie the video to your practice goals. This will enable you to track and improve for future campaigns. Make sure you have the systems in place to capture the relevant information and know how to interpret the data that has been generated.
Video should be a part of your overall marketing plan as it convinces patients to put trust in your practice.
If you would like any further information then give the Dental Design team a call on: 01202677277.
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