The Do’s & Don’ts of Dental Video Marketing

The Do’s & Don’ts of Dental Video Marketing

By PETE JOHNSON

Video marketing is the anchor of today’s digital marketing strategy. With the average attention span being shorter than ever, consumers appeal to videos because of their digestible nature.

Video has proven to be a powerful means for brand awareness, driving solid results for many businesses.

If your practice wants to win with digital marketing in 2019, your strategy should a) do the legwork of building your brand, and b) hook your audience with engaging content.

Video marketing is the perfect medium for killing those two birds with one stone—and then some. It’s so effective that it can convert your website traffic into actual foot traffic.

Not only that, but from a branding standpoint, video can communicate how your practice is different from the competition.

What’s most appealing about video marketing, is the fact that it’s a cost-effective strategy with a high return-on-investment. That is, when it’s done right.

You can’t just throw spaghetti on the wall and see what sticks. You’ll blow through your budget that way—with no ROI in sight.

If you want to set up your video marketing campaigns for success, you have to be strategic with your execution and promotion of them.

Do that, and you’ll have yourself a well-thought-out campaign that cuts through the noise on social media (and possibly the search engines).

To steer your strategy in the right direction, we’ve put together our list of do’s and don’ts for dental video marketing.

DO: Publish Valuable Content Your Audience Can Learn From

If you want your videos to get noticed, follow these golden rules for share-worthy content:

  • Provide more value for your audience than your competitors
  • Give just enough information away for your audience to keep begging for more

We know that we’re stating the obvious, but time and time again, we see videos with more focus on the companies than the user’s actual needs.

In order to grab the attention of your target audience, it’s important that your videos speak to them directly.

Who are they? What are their pain points? Where are they located? How often should they come in for dental care? Why should they choose your practice over the other ones?

And most importantly, what are the questions that they have that need answering? You need to know your target audience better than they know themselves. With these details, you can target your videos to the RIGHT people—at the RIGHT time.

As a dental practice, you can’t go wrong with educational or informative content. The trick is to focus on audience-captivating topics that are relevant and timely.

Viewers will eat up a good how-to video like ice cream, and newsjacking can position you as a credible source for industry updates. They both count as share-worthy content that could further expose your brand to new faces.

DON’T: Go Overkill with the Promotional Content

Consumers don’t like being sold to—plain and simple. They’re not going to sit and watch a video that screams, “BUY MY PRODUCT,” or “IT’S ALL ABOUT US (meaning your practice).”

Promo-heavy videos are a surefire way to turn them off. The last thing you want to do is make a bad first impression.

As a general rule of thumb, content should be 80% entertaining/educationaland 20% promotional.

You don’t have to promote yourself to sell your brand. The value you provide does a great job of doing that on its own.

DO: Showcase the Behind-the-Scenes of Your Practice

Do you know what differentiates your brand from your competitors? Your team and your company culture.

Unless your dental practice has a signature treatment plan, or your offerings can’t be requested by any other dentist, “knowledge” or “skill set” won’t play that big of a role in your branding strategy.

And if you’re like most practices, your services are no different than the dentists nearby.

By sharing behind-the-scenes videos of your practice, viewers can envision what to expect when they come in. With “day in the life” videos of your staff, they can also get to know your team a little more.

DON’T: Share Videos that Heighten “Dental Phobia”

It’s rare to find people who are excited about a dental visit. In fact, most people are fearful of going to the dentist.

Think we’re exaggerating? Here are the facts: dental phobia affects 75% of the American population.

When sharing behind-the-scenes videos of your practice, it’s important to stay mindful about the angle.

Have you seen those dental videos on YouTube where you can watch all the gruesome details of a surgical procedure?

This is a perfect example of a content strategy that could heighten a person’s dental phobia.

It’s not a bad strategy, but it’s a risky one. Videos like this have gone viral. On the other hand, viral content doesn’t always get patients in the seats.

When a dental phobic person watches these videos, they’re probably doing so to see if they can handle the surgical procedures showcased.

But what if they can’t? What if they’re unconsciously psyching themselves out to avoid facing their fears?

Don’t get us wrong—some viewers are fascinated by these videos. It’s just better to be safe than sorry. Create videos content that eases the viewers’ fears of visiting the dentist. It’s the best way to go.

DO: Optimize Your Videos for Maximum Exposure

Video content is an effective way to get your business found in the search engines (e.g., Google). As for the level of effectiveness, that all depends on your optimization strategy.

By “optimization,” we mean search engine optimization. If you think that one YouTube video will get you found on Google, guess again.

It’s not that simple. Proper video optimization requires an attention-grabbing headline, a killer description, and meta tags that all match the searcher’s intent.

If you’re not confident about your video optimization strategy, our experts at Get Practice Growth can set you up for success. Schedule a time to chat with us about your needs.

DON’T: Prioritize the Algorithms Over the Viewers

In an attempt to “beat the search algorithms” for maximum exposure, some companies go overboard with their SEO strategies. By that, we mean that their content is designed to appeal to the algorithms more than the viewers.

We’re willing to bet that you’ve been a victim of the old “link-bait” trick. If you’ve ever clicked a video with one of those attention-grabbing headlines, but once you clicked over, the content was completely irrelevant to the title, that was link-bait.

It’s a spammy tactic that pisses a lot of people off, but some companies leverage it in a desperate attempt to get views. And surprisingly, it works.

Don’t be the dental practice that posts spammy link-bait. It’s a bad look for your brand. Instead of taking the easy way out, focus on quality more than quantity.

Want More Out of Your Dental Video Marketing Strategy? Call Us.

We hope that our do’s and don’ts for video marketing have enlightened you. Like you, we want your strategy to be a hit!

Top 3 Most Common Errors on Dental Websites

The Top 3 Most Common Errors on Dental Websites - And What To Do About it!

By JULIA THOMAS

As primary point of contact for practices here at GPG, one of my main objectives is to help guide practices through the design and creation of their new site. While ensuring an optimal end product, equipped for the highest level of user experience and overall aesthetic, the Account Management team spends countless hours understanding the goals of the practice, their values, and their targets for conversion.

With the average user having a mere 15-second attention span on a site, it’s pivotal to attract the user’s attention from the moment they visit your practice’s site, and create a compelling, interactive, and personal experience in order to keep them there. With such a small window for conversion opportunity, it’s imperative that practices avoid, or remedy, the Top 3 Most Common Errors on Practice Sites.

1. Lack of Call to Action

Example of a Dental Website with Call to Actions Optimized for Conversion

A Call to Action, or CTA, is a crucial component of any effective website. A CTA encourages users to engage with the site, often positioning the user to convert into a revenue opportunity for a practice. A CTA can be anything from an engaging piece of content, an opportunity for the user to learn more, or an immediate conversion through a Schedule Now or Contact Us option.

In my time reviewing sites, the most common error I’ve come across is practices lacking Call to Actions, specifically within the first “fold” of their website. In order to capture the user’s attention, and encourage them to connect with your practice, the site must contain ample call to actions – the most effective and crucial call to action residing in the header and top fold of the site. Whether it’s a “Schedule Now” icon, a clickable “Call Us” button, or a “Learn More” icon, a call to action must be visible when the user first arrives to your site.

Example of a Dental Website with Call to Actions Optimized for Conversion

After establishing compelling call to actions on the initial view of the website, it’s also imperative that these call to actions continue through the rest of the site. Every “fold”, or scroll, of a site should have a least one call to action connecting the user directly to the practice, or guiding them through different areas of the site. These call to actions should be standardized sitewide, either in a header, footer, or embedded within the internal pages of the site.

By strategically including call to actions on your practice’s site, you are welcoming and embracing the user, and ultimately increasing the chances of that user becoming a new patient to your practice.

2. Lack of Personalization

Whether a user is visiting your website for themselves, or on behalf of a loved one, it’s essential that the user feels a connection to the practice, and to the doctor. One of the most common errors found on practice websites is a lack of personal, compelling content. While reviewing practice sites, we often find that practices have failed to include information about themselves, the team, and practice philosophy.

Example of a Dental Website that is Personalized

At GPG, we put heat maps on all of our dental websites in order to collect data on the most visited sections of a dental practice’s site. More often than not, the most visited section of the site is either the Meet the Doctor page, or the Meet the Team page. This shows us that, even more than services offered or patient resources, users are looking to connect with the doctor and team in order to feel confident in their decision to choose your practice.

Example of a Dental Website that is Personalized

In order to ensure this connection to users, practices must “humanize” themselves. This humanization can be displayed strategically, through personalized bios, family photos, and emotionally driven dental practice content. Whether it’s including fun facts about your team, the origin of your practice and what it stands for, or personal photos and/or videos, presenting yourself and your team as warm and welcoming is an effective way of establishing an instant connection with a user.

3. Lack of User Experience

To put it simply, if your website isn’t designed with a heavy emphasis on user experience, a user will find a site that better fits their needs and connects with them on a level a “boring” site just does not offer. Far too often, we see sites that are difficult to navigate, hard to read, overwhelming, and faulty. This type of site experience discourages a user to stay on a site, and ultimately runs the risk of losing a potential new patient.

Most importantly, the site needs to be easy to navigate. You can ensure an easy browsing experience for your user by having a simple, organized menu bar, clear call to actions, and streamlined content. The information on your site, whether it’s service-related, contact information, or resources, should be easily accessible and digestible for a user. The information should be organized within the menu bar and should be linked methodically throughout any corresponding pages. The user should know, without a doubt, how to access the information they’re looking for, and should be prompted to access this information throughout various areas of the site.

Once the site is organized, it’s important to review the aesthetics of the content presented. The color scheme of your site should be optimized for user experience, making it easy to read and effective in highlighting the most important information and calls to action. Text should be moderately large, clear, and placed on a complimentary background to ensure readability. While bold colors are engaging and compelling, it’s important to use them sparingly as not to overwhelm a user. Bright pops of color, clear font, and strategic use of white space help guide the user’s eye throughout the site, and ultimately draw them to the call to action and conversion opportunities.

Once the site is organized and optimized aesthetically for readability, the content must then be streamlined for user experience. A site that is too “text heavy” is incredibly overwhelming for a user. It’s important to display the text in a way that’s easily digestible for a user, and use design elements (like bold headers, graphics, animations) to convey information without making the user feel discouraged. Examples of how to create engaging, readable content are:

Use of Interactive Text Boxes

Format Custom Content in Question & Answer Style

Use of Graphics & Icons to Call Out Services Most Important to Your Practice

By including call to actions, personal content, and optimizing your site for user experience, you’re setting your practice up for success, and welcoming new patients into your doors. Avoiding the Top 3 Most Common Errors on Practice Sites will position your practice as a compelling option for users, and can further the prosperity of your practice as a whole.

How to Generate High-Value Dental Implant Cases Using Video Marketing

How to Use Video Marketing to Generate High-Value Dental Implant Cases

By PETE JOHNSON

If you are looking for new ways to drive high-value dental implant cases to your practice, then give the video above a quick watch! 

In the video, GPG’s Cofounder Pete Johnson, discusses the different types of video you should be using on your dental website. Using video on your website helps enhance the online patient journey, build trust and make your practice stand out from competition.