It’s the Video Age, Are You Using Videos in Your Dental Marketing?
If you’ve logged onto Facebook, Instagram, Twitter, or any other popular website, chances are you’ve seen an influx in the amount of videos available. Whether you’re looking to change a tire, take up yoga, or find the best way to floss your teeth, there’s a video out there to help tutor you through the process.
Videos are an incredibly powerful teaching tool. They help get the message across to your audience in a way that’s easy to digest, easy to understand, and easy to share. Each of these factors are components of viral videos – videos that catch on quickly.
If you’re a dentist looking to integrate videos into your marketing strategy, you’re probably wondering where to start. After all, videos for dentists probably sound like they wouldn’t be very entertaining or fun. The good news is, you can create your own videos that appeal to your unique audience. By inserting your personality into your videos you’re not only educating patients, but also showing them who you are. You’re being transparent, and people appreciate that.
A Note About Captions
Before you start any video production, you’ll want to make sure you have a transcript to follow so that adding captions to your video is easier. A recent study showed 80% of people watched videos without audio. This means that captions are a crucial part of getting the message across.
Additionally, captions helps make your website more easily accessible to individuals with hearing loss. This is an incredibly important thing to point out as more and more practices are working toward making their websites ADA accessible, so that they can accommodate their patients with disabilities. Learn more about website accessibility here.
In addition to captions, if you decide to embed your video on your website you should include a copy of the transcript (preferably as an added link or an accordion box that expands). This helps with SEO, as it allows search engine spiders to pick up on the content of that page (and video), and then index it as they see appropriate.
Encourage Social Sharing
The power of videos is in their ability to be shared and viewed on many devices. Whether you’re putting videos on your website, Facebook, or YouTube, remember to always encourage people to share your videos. Do this by including a share button on your website, clear text that tells people to share, and icons that indicate sharing as an option.
Social shares lend credibility to your videos and also help spread the word organically. This ultimately results in more leads at a more affordable rate than other methods.
What type of videos should I post?
The dental videos you post will depend on your overall marketing strategy. Each dental practice should have an editorial calendar that breaks down what their goal of each post is, what the content consists of, and when it will be posted. Aligning your videos with this document will ensure they’re doing what they’re supposed to do: working for your practice.
There are several types of videos that you can post. When determining what aligns with your marketing strategy it’s also important to think about what you have the capacity to produce. Perhaps you want to do a five part series on root canals, but only have time for two parts. Consider the time commitment and budget for every video you produce.
Testimonial videos are powerful videos that tell viewers what your practice can do for them through storytelling. Imagine a patient looking for veneers. Perhaps they had a nutritional deficiency as a child or a unique story that made their case compelling. Now imagine you take their case on and provide them with a beautiful, white, shiny smile.
Once they’ve healed, you could record their story, talk about what you did, and produce a short video that tells people several things. First, that you take the time to serve patients. Second, that you have the skills to help them meet their goals. And finally, that you’re the person for the job.
The testimonial video will get your message across and when done well, through the use of motivating storytelling techniques, your video will likely be shared across social platforms like Facebook and Twitter.
Walk-through videos are tutorial videos that help to educate patients about various oral care routines they can do at home. These videos seek to answer some of the most common questions about things like flossing and brushing, and show the proper technique.
They’re essentially free educational resources that can be shared with local and national audiences.
Creating a high quality walk-through video is about more than just covering a topic. You’ll want to be engaging, get people excited, and clearly illustrate every point you’re discussing. In doing so you’re helping encourage those who might be scared of the dentist or unable to afford treatment do what they can to keep their mouth as healthy as possible.
The procedural video is more educational and will provide viewers with a thorough review of a procedure. These videos provide a great opportunity to educate patients about the ins and outs of a procedure. It also creates the chance to develop trust with your patients as you share your knowledge.
One of the most powerful parts of a procedural video is that you can actually preemptively ease any worries patients might have about the procedure. As you share with them your skills you’ll remind them they’re in good hands, that you’re a professional, and that your office is the best choice for their needs.