Avoiding These 5 Video Marketing Mistakes Could Skyrocket Your Dental Practice’s ROI

Avoid These 5 Video Marketing Mistakes - And Watch Your Dental Practice's Marketing ROI Skyrocket!

By PETE JOHNSON

Are you disappointed with the results of your video marketing campaign? If so, have you considered that the quality of your campaign might not be up to par with the highest-performing dental videos out there?

In case you haven’t noticed, consumers are fickle. How you present your dental practice plays a role in how seriously they take you.

People cringe at the sight of a low-quality video campaign. It only takes a second to make a bad first impression, but it’s even harder to win someone over once you’ve turned them off.

The risk of a poorly executed video campaign isn’t worth the consequence. Consumers aren’t as forgiving as they used to be. In some cases, you only have one shot to get them to see your brand in a favorable light.

If your videos aren’t driving the results you expected, it’s time to find the holes that are sinking your strategy to rock bottom.

Here are five common dental video marketing mistakes that could steer your strategy in the wrong direction.

Long-Winded & Boring Videos

Humans are visual creatures by nature. That’s why video content is such an effective marketing tool.

If you think that creating the video content is the hard part, it’s not. The challenge lies in keeping your viewers engaged.

You see, viewers like to be entertained. A boring or long-winded video will cause them to lose interest quickly.

The goal with any video is to get the viewers to watch it until the end. With all of the noise that’s on the internet today, that’s like pulling teeth.

With most platforms (especially with Facebook), you only have 6 seconds to earn their undivided attention. If you pass that test, a long-winded video could still bore them to death…eventually.

Think about your favorite movies and TV shows. Do you know what they all have in common? Highly-engaging content.

The greatest film and TV creators have mastered the art of storytelling. They know what it takes to keep viewers glued to their screens, from the beginning of the production to the end.

When you’re at the theaters, you’ll rarely see a person walking out on a good movie. They’re willing to postpone their plans (and hold their bladder) until it’s over.

You’ll want your videos to have that same effect. They should be so packed with engagement that your viewers won’t want to scroll past them.

Failing to Match the Searchers Intent

Do you want your videos to get found on Google? Then this can’t go unignored.

Google uses your video titles and descriptions to understand what your videos are about.

With this information, their algorithms are able to index your content for the right search terms (a.k.a., keywords).

This ensures that you content appears in search queries that match the searcher’s intent.

Keywords are an essential component of your video SEO strategy. In case you don’t realize it, your keywords are embedded in your video titles and descriptions.

Here’s an example. Let’s say that you published a video with the title, “3 Tips for Whitening Your Teeth.”

“Tips for whitening your teeth” would be the keyword in that title. Depending on its optimization (and the search volume of that keyword), it could earn you tons of traffic by appearing on the first page of Google’s search results.

Unfortunately, some businesses miss the mark with this. They produce content that furthers their own best interests rather than the viewers.

Not putting the viewers’ needs first translates to failing to match the searcher’s intent.

The end result? Low view counts and bottom-of-the-barrel rankings. Thankfully, this can all be avoided with a solid video SEO strategy

Publishing Videos with No Caption

Guess what? Those videos that you put out on Facebook, nearly 85% of the viewers watch them without sound.

A lot of users like to scroll through their social media feeds at work, at school, or in public places.

Out of consideration for others, they might lower the volume, or put it on mute. And with Facebook’s platform specifically, the videos automatically play with no volume.

That’s why captions are a must-have for your videos. The absence of them can harm your engagement, as the viewers might not be willing to read lips the whole way through.

Limiting Your Video Distribution to YouTube & Your Website

YouTube and your website are the top two places to share your videos, but you’ll need to broaden your distribution strategy to boost your reach.

A cross-channel strategy would do the trick. When it comes to maximum video visibility, opportunity presents itself in the places where your audience likes to hang out online.

Whether it’s Facebook, Instagram, Twitter, email, or a combination of mediums, milk every chance you can get to share your videos.

Unclear (or No) Calls-to-Action

For each video that you produce, there should be a clear purpose behind it. That purpose should compel your viewers to take some sort of action after they watch your video.

Typical calls-to-action range from “Buy Now” to “Schedule an Appointment.” Without a CTA for your video, it’ll leave your viewers confused and unsure of what to do next.

Case in point, it’s a missed sales opportunity.

Do the Right Thing: Get Some Professional Help

There are MANY inexperienced video marketers out there. You’d think that some of these self-proclaimed “video marketing experts” earned master degrees in the niche.

When in reality, they’re expertise is based on their ability to work a smartphone, and the video production apps they’ve learned to use through trial and error.

We’re not kidding. These “experts” talk a good game, which is why they’re able to scam a business so easily.

Depending on their clients’ levels of knowledge with video marketing, it can take them months (or even years) to see that the marketer doesn’t know what they’re doing.

At that point, it’s too late. The marketer has already blown through thousands of marketing dollars, with little-to-no ROI to show for it.

If you’re not careful, this could be you. We don’t want this to happen to you, so we encourage you to place your video marketing needs in the right hands.

Interested in learning more about the Video Marketing solutions GPG provides for dental practices?

Click the button below and schedule a time to chat with us!

How Patient Personas Can Help You Attract Your Preferred Dental Patients

How Patient Personas Can Help You Attract Your Preferred Dental Patients - And Why It's Important To Know Your Target Audience

By PETE JOHNSON

All patients don’t share the same personality traits, pain points, or dental needs. As a dental practice, it serves your best interests to be selective of the patients you attract.

Locals who have an exact need for your dental services are out there, searching for a dental practice that’s just like yours.

And not only that, but they fit the profile of someone who would love to experience what your dental practice offers.

You just have to know who they are and where to find them.

Once you can pinpoint those details, your video campaigns will perform a lot better, and you’ll have an easier time attracting the perfect patient.

Dental Patient Personas Defined

Good video marketing tells an amazing story. And as we all know, a story can’t be brought to life without its characters.

As dental marketers, we identify those characters as dental patient personas. A patient persona represents a fictional profile of a specific market segment.

They help dental practices identify who their niche(s) of ideal patients are, which supports their efforts to attract the patients they really want. On average, most practices have 3-5 personas that they cater to.

If you want your practice growth to soar, you must have clarity on your target audience and the segments that they can be compartmentalized into.

Patient personas are a great way to avoid the “one-size-fits-all” marketing approach. Generic marketing can sometimes send the message that you want to be everything to everyone.

Your marketing materials won’t have the same effect on 55-year-old empty nester with great insurance, and 22-year-old college grad who is unemployed with no insurance coverage. These are two completely different market segments with distinct needs.

The messaging of the campaign might attract one persona, but completely miss the mark with the other. It’s a prime example of generic marketing.

With highly targeted campaigns for each persona, you’ll at least know that the messaging and campaign materials are perfectly tailored to the personas’ needs.

Some consumers act faster when you have video campaigns that speak directly to them. When they’re really feeling those pain points, and they’re looking for a solution that fits perfectly for their needs, why wouldn’t they jump at the offer?

Speaking their language serves as an advantage to both you and them. It’s one of the most effective ways to draw your audience to your practice.

Why They Are Important for Your Dental Video Marketing Strategy

The old saying that “you can’t please everybody” reigns true in the marketing world.

You can be the most brilliant dentist in this country, and yet, some people would still have something to complain about. Thankfully, you can also repel the patients you don’t want through your marketing efforts.

Successful persona targeting (mainly) falls on the messaging. Before a consumer buys from you, they want assurance that you get them, and that your solutions are designed to solve their problems once and for all.

To potential patients, impactful messaging is relatable. It feels like a one-on-one conversation between them and the brand.

That’s why dental patient personas are so important. They serve as a guideline for how to communicate effectively with each persona.

What Patient Personas Can Tell You About Your Target Audience

Now we’re getting to the fun part. Patient personas are easy to create, and the process is quite enlightening.

They provide clarity on the following details about your target audience:

  • Demographics (e.g., age, gender, education, occupation)
  • Psychographics (e.g., hobbies and interests)
  • Geographics (e.g., location)
  • Behavioral Traits (e.g., personality and demeanor)

While they’re written on paper, personas describe the characteristics of an actual person. That’s why it’s common for them to have real-life names.

Getting your staff members involved with this process would help you tremendously. They know your customer base really well. As a result, their input could provide some valuable insight into your target market.

A big pow-wow would be good for the purpose of communicating your goals, and making sure that you team is on the same page with the people that your practice is targeting.

How to Communicate Effectively to Each Persona

Once your personas are brought to life, you’re ready to craft your messaging. The messaging should clearly communicate their needs and desires, and make it known that their pain points are ultimately understood.

A successful messaging strategy could be your biggest sales machine, converting your prospects into patients with ease. In order to succeed at this, separate messaging strategies are necessary for each persona.

Patty the preteen will speak a different language than Betty the baby boomer. Breaking those language barriers are exactly how you’re going to knock down those barriers, one-by-one.

The Power of Digging Deeper Into Their Pain Points

Connecting with a viewer not only requires that you speak their language, but you also have to get into their minds.

What is it that they want? What makes them tick? What are their values? Who is the villain in their story that’s stealing their peace of mind?

By knowing the answers to these questions, you can better determine whether your practice would be the right solution to their problems.

Be the Happy Ending In Your Patient’s Story

It pays to have a firm grasp of who your target audience. In the eyes of a marketer, knowledge of your patient personas is pure gold.

It’s the secret ingredient for a memorable user experience that lures them in, and converts them into raving fans.

With better targeting comes better results. Your patient personas will make a significant impact on your marketing goals.

If you’re unsure of how to create these patient personas on your own, our team of video marketing experts can help you get the ball rolling.