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.
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.