As of September 2016, YouTube now boasts over a billion users (almost a third of all people on the Internet) and every day, people watch hundreds of millions of hours of YouTube videos and generate billions of views.
Mention YouTube and most people will picture funny cat videos (this one being my favourite) and whilst most views are purely for entertainment, a substantial number of videos are watched by people seeking help and information. In fact, there are more than 35 million searches each month on YouTube for “how to” videos. That’s at least 35 million opportunities for businesses to reach people that may need their product or service.
Have a look at the following article which gives some YouTube marketing tips that would be useful for dentists.
To reach people that need help you need to create content that satisfies their need. Simply uploading your existing cable TV ad or shaky footage of a walkthrough of your practice is not going to capture any attention or create any interest in your business. It helps to keep the old marketing acronym AIDA in mind when making and using video for your business. AIDA stands for Attention, Interest, Desire, and Action. Capture attention and create interest by meeting the information need of your audience.
For example, if you’re a Dentist, a how-to video on the correct way to floss is a great way to get the attention of someone with that problem. You create interest in your Practice by not only showing how to fix their issue but also providing some additional oral tips that the viewer might not have considered.
You don’t have to be the next Spielberg, but your videos should be professional and easy to watch. Shaky hand-held camera work, poor audio quality, bad lighting or lack of coherence in the story all lead to viewers changing the virtual channel. Pay attention to the lighting. Use a tripod to create smooth viewing experience. Use microphones and pay attention to the audio. Try to tell a story or clearly walk viewers through the video and what you’re doing. By paying attention to these basics you’ll standout from the massive amounts of poor quality content on the site – earning you more attention and more interest from viewers.
Nearly 24 hours of new video is uploaded to YouTube every minute of every day. In order to be found you need to optimize your video so that it can be found on the site. Here are just a few things to think about when adding your video to YouTube. Include important keywords in the title and be sure your tags include those keywords as well. Choose an appealing thumbnail that clearly depicts what your video is about.
You may want to title your video “How to floss your teeth properly. XYZ Dentist top tips for oral hygiene.” Your tags might be “how to, floss, teeth, oral hygiene, gums” etc. The thumbnail could be a shot of the dental floss (assuming that YouTube gives you that as an option). Your title, keywords and thumbnail all gives your viewers the information they need to decide whether your video will help meet their need and solve their problem.
Following the AIDA model you want to create a desire for viewers to take a follow up action. If you’ve created an informational video about dental flossing, you want to give the viewer a compelling reason to follow up with you and a clear path to do so. One way to do this is to provide a special offer and a unique web address in the video.
For example a call to action such as “Print step by step instructions and receive 10% off a dental hygiene appointment by visiting MySite.com/youtube,” gives your viewers an actionable next step with clear value. The unique URL and discount will also provide you one measurable way to determine how successful your YouTube video is.
Don’t be afraid to create awareness about who you are and what you do; it’s important to let people know who they’re getting this valuable information from. You should encourage users to take a step towards a relationship with your company by having them subscribe to your YouTube channel or company email newsletter (if you have one). By building your YouTube subscriber base you’ll automatically reach a built-in audience of potential customers who have opted-in to seeing your latest videos.
Using the above example, you could say “Subscribe to our YouTube channel for more oral hygiene tips and how you can keep your smile healthy in-between appointments,” and include that call to action graphically in the video. Alternatively, driving people to a newsletter is another way to form the start of a relationship with that viewer.
Those are just five quick ways local businesses can take advantage of YouTube. Contact us today if you have any questions!