By PETE JOHNSON
(Click the play button above to listen to an audio version of the blog)
Now more than ever, implementing video is critical for your marketing strategy. As more and more brands begin to utilize this effective form of content, it’s becoming increasingly important to cater to new user preferences. In the field of dental marketing, many practices stick to cookie cutter formats. Therefore, implementing video is an easy and effective way to stand out amongst your competitors.
Before we dive into dental video strategies, let’s discuss why video is so important:
Video Keeps Users Engaged
Moving graphics, music, dialogue, and appealing visuals work together to make video one of the most captivating forms of content. When users stumble upon a clip, they are more likely to pause to view it and watch it to completion than they are to finish a paragraph. Videos are much easier to consume than the written word. In today’s cluttered corners of the internet, it’s important to utilize attention-grabbing mediums.
Google Loves Video
Google loves websites with video content. By incorporating video, you’re likely to prolong session durations, decrease bounce rates, and increase the number of backlinks leading to your website. All of these qualities make your site more favorable in the eyes of Google.
Video Establishes Trust
Video enhances credibility and establishes trust more than any other form of content. The reason for this is simple. Videos give websites a stage to put a human face to their message. In a world that’s becoming increasingly automated, many people find comfort in a brand that provides a human experience. Additional elements like music, dialogue, and appealing imagery add emotion to the message that resonates with viewers.
Videos Can Easily Be Shared
Videos are ubiquitous not only on websites but also within social media. Did you know that 60% of Americans who watch videos do so on Facebook? Also, 40% of Instagram users create videos via the stories feature daily. Needless to say, videos are very popular on social media and are likely to be shared. YouTube can be categorized as both a search engine and a form of social media. Therefore, videos can be searched and shared on this platform. It’s important to utilize all of these mediums when implementing your video strategy. Not only will you reach new audiences, but you will give them the ability to share your content.
Now that we know why videos are so pertinent for your marketing strategy, let’s discuss types of videos to incorporate into your dental website.
Patient Video “Trustimonials”
Patient testimonials are videos where former or current patients talk about their experience at your practice. Typically, these videos show before and after results of procedures they may have had.
These clips act as the platform for weaving emotion into your dental website. By emboldening the voices of your patients, they will be able to relay their authentic experiences to users. Not only this, but testimonials may answer any questions that prospective patients may have from a reliable source.
Additionally, site visitors will be able to see the results of your work as well as the smiles that accompany it. When conducting patient testimonials, be sure to ask your patients not only about the physical benefits of your services but also how it has made them feel.
Practice Overview Videos
Practice overviews lend the stage to dentists to speak directly to their audience. Typically, these videos discuss the history of the practice, how they got into the field of dentistry, and the motivators behind what they do. These videos offer another chance to instill emotion into a website in a pure and direct format.
The best way to approach these videos is with authenticity. If a video appears staged or if a script is obviously used, viewers will shy away from trusting the message. To create an effective video, think long and hard about your motivations. Once you have established a clear and concise message, relay it with confidence in a personable way. Speak to the camera as if you were talking to a close friend. This type of connection with your audience will separate you from the competition as it rises above the clinical voice that most dental practices employ. It appeals to emotion, which is a deciding factor for many patients nowadays.
While practice overviews and patient testimonials are great forms of content for connecting with users emotionally, it’s also important to establish credibility Procedural/FAQ videos detail the specifics of treatments and procedures so that patients will know what to expect.
Oftentimes, patients will refer to these videos during the final stages of their decision-making process. Typically, they know they need or want a procedure, and are either curious about how it is performed or are seeking a knowledgeable dentist. Either way, these videos are meant to inform and instill a sense of trust with the user.
In marketing, and in the world of dentistry especially, the general public is more discerning than ever. They crave transparency and aim to be fully informed before investing their time and money into a service. With so many options and a world of information at their fingertips, it’s important not only to list your procedures but to also inform them of what to expect.
While education is key here, be sure to remain mindful of how you inform. Advanced medical terminology and clinical phrasing may deter users from staying tuned into your message. Find a balance between being informative and approachable when crafting procedural videos.
Tips For Optimizing Dental Videos
Now that you have planned and produced strong practice views, it’s time to optimize them so they reach your targeted audience. Along with uploading videos to your site, it’s imperative that you also create a YouTube account. YouTube is the world’s second most-visited search engine. Nowadays, people are typing the same queries into this platform as they are on Google in order to seek answers in a palatable video format.
Both Google and YouTube assess the quality of videos when ranking them. Therefore, it’s important to employ certain SEO strategies. As a general rule, make sure that your video will easily be understood by the search engines by focusing on these aspects.
Optimized Video Titles
Titles should always contain the keywords for your video in order for them to rank. Put yourself in users’ shoes and predict what they would type in to find this video. Then, incorporate this into the copy in a short and sweet format.
Dental Video Tags
When it comes to deciphering the quality of a video, YouTube actually prioritizes how long users spend watching a video over the number of visits. Therefore, it’s important to use relevant tags and target people who actually want to view the video. By doing this, you will attract visitors who are interested and won’t bounce away from the content.
Dental Video Descriptions
It’s a common mistake to believe that a video speaks for itself, so there is no need to include a comprehensive description. Google and YouTube are unable to view videos themselves, therefore, they utilize these descriptions when determining a video’s value. Be sure to provide a detailed description of your video with keywords included so that spiders can determine its value.
Closed captions and transcripts may not feel necessary, but similar to descriptions, they make it easier for Google and YouTube to assess your content and serve it to appropriate users.
Video marketing shows no sign of slowing down. Therefore, now is the time to take advantage of this medium on your dental website. At Get Practice Growth, we offer a variety of production services that are optimized to enhance your website and spread your message. Contact us today and we would be happy to walk you through all of our marketing offerings.