Everyone knows a picture is worth a thousand words. But did you know the value of a one-minute video is worth 1.8 MILLION words!!?? According to the Forrester Research Report by Dr. James McQuivey, anyway. Though, it’s more of a figure of speech. Still, it emphasizes the power of video, which has been proven to enhance marketing results and grow revenue 49% faster year-over-year! So, it begs the question: is your practice using video marketing to acquire new patients and grow profits?!
Video marketing is easily digestible content marketing. Simply put, it’s using videos to convey ideas on any of your marketing channels (e.g. website, landing pages, social media, emails, newsletters, search engines, and more).
By 2018, video will account for 79% of all search traffic. (Which basically means: video content is king!) So, in addition to using video in emails or newsletters to increase click-through rates by as much as 55%, video can and should be integrated into your website.
In healthcare, video testimonials are exponentially more powerful than written testimonials or any advertising copy. Building trust and credibility in seconds. Moreover, 81% of people rely on word-of-mouth to find a dentist, as Andy Cleveland discussed a couple weeks ago in his article, The Best Marketing: A Rewarding Patient Experience. Thus, shooting a great testimonial video (or a few) and hosting it on your website is one clever way to create your own word-of-mouth (the most cost-effective source of new patients).
CLICK TO LEARN: How to Shoot A Great Testimonial Video With Your iPhone
By 2021, mobile video will increase 9-fold and account for 78% of total mobile data traffic. (Which, again, means video content is king!) And since 58% of consumers consider companies that produce video content to be more trustworthy, and your profession is built on trust, video content should definitely take precedence on your social media accounts.
According to Google’s data, “How-to” searches are up 70% year-over-year on YouTube. So, if you don’t know where to start with your video marketing, try creating a few simple how-to videos to begin.
For instance, if you own a dental practice, create videos to show patients and prospects how to brush properly, how to floss properly, how to get a popcorn kernel out of their gums, how to drink coffee properly to minimize tooth damage, and so on!
If you own a chiropractic clinic, you could create videos to show patients and prospects how to properly stretch specific body parts, proper ergonomics, and other relevant content that addresses their wants and needs.
The key to creating valuable content is first finding out what questions your target audience is asking and then creating content to address those wants and needs. If you do that, you will create valuable content that poises your practice as the authority figure on the topic.
Once you have video content, create a library on your website, upload on your YouTube channel, post on social media, and more.
Obviously, video content is a must-have medium for your marketing efforts. But not all videos are created equal! Here are a few things you should keep in mind to optimize effectiveness:
Check out our "part 2" article, "VIDEO MARKETING METRICS: HOW TO KNOW IF YOUR VIDEOS ARE WORKING." As the title suggests, we discuss the key metrics for measuring your practice's video marketing results 😎 👍
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