Wednesday, June 26, 2013
So you have your website, but you’re looking to take it from an online brochure to a patient generating machine. If you have paid attention to marketing blogs at all this year, you may have heard 2013 being called the “Year of the Video.”
At the end of the day, all of your marketing efforts revolve around getting more patients and growing your dental practice. I am going to show you why video is a crucial piece of the marketing puzzle, and why you need it on your site.
Visibility – When most people think of YouTube, they think of the often hilarious viral videos. What most fail to realize is YouTube is the world’s number two search engine. From an SEO perspective, video can be extremely beneficial. In fact, properly submitted video multiplies your chance of a page 1 listing 53 times. The competition surrounding dental specific keywords is fierce. Having video on your website can be the leg up you need to start standing out and walking away from your competition.
Rapport & Trust Building – Remember, your patients are not making a decision to move forward with an elective procedure solely based off logic. Emotions drive these conversions. Video makes your site relatable; it humanizes the experience and becomes a powerful trust building tool. It allows patients a deeper insight into who you are and what they can expect if they select you as their preferred provider.
Patient Testimonials – Keep in mind going to the dentist is often an overwhelming or even scary thought for a lot of people. This is a vulnerable time for them. Video testimonials of past patients are incredible allies in decreasing pre-operation anxiety.You’re providing a window directly to the end result of the experience and procedure first hand. Text alone simply cannot convey the emotional connection to put prospective patients at ease.
Procedure-specific Videos – We all know you’re the best dentist, right? What better way to show your patients than video? Procedure-specific videos help answer the questions potential patients are asking in a way that establishes you as the knowledgeable source. If you’re answering the questions, it is only natural that you’re building trust. And when it comes time to select a dentist, who better to go to then their valued source of information?
Solidify Your Message - Content is king! You’ve spent time and/or money developing professional, well-written copy designed for conversions. Have you cemented your message with a video? If not you’re missing a clear shot to engage an audience hungry for more information. Consumers are 85% more likely to buy after watching an informative video. Considering that nearly 40% of internet users have indicated they are willing to watch a 3 minute video, it is just plain logical to invest in video.
Engagement - The dynamic nature of video creates a sticky site. With well done, well placed videos, you’ll notice visitors stay longer and view more pages. Your website starts acting as consultant, engaging users and answering their questions. When marketers talk about “authority,” they are referring to the thought leaders in their respective fields. Videos help position you as the “expert” and the go to source for knowledge. Your website is no longer the typical ho-hum dental website we have all become accustomed to. It stands out and assures patients that you are the best.
Placing videos on your website has never been more affordable. With the cost of decent HD cameras being so low, your barriers to entry are not nearly as high as they once were. With little more than an investment of your time, you can turn your website into a dynamic, consultative web presence that not only generates traffic, but helps you expand your patient base.
Make 2013 your “Year of the Video!”