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!