Video marketing is the new content marketing, and it’s critical in your practices’s marketing efforts. We’re seeing a surge in video marketing in the dental industry, and for good reason.
Visitors want to know who you are as a practice, “meet” your dentists and support staff, and hear your story. While there is a financial investment to create quality video marketing content, you’ll see a return on it as people better understand who you are as a practice, then become patients.
Your profile video is a special kind of video marketing. General video marketing is like an extension of a blog; it focuses on specific topics. Creating a profile video means giving viewers a look into your practice and who you are as a team.
Video Marketing Grabs Your Attention
Video marketing now is what image-based marketing was three years ago. Images still catch followers’ attention, but videos engage with them.
As Facebook continues to favor videos on its platform, it’s up to us to decide how we’re going to implement it if we want our engagement to grow. When a video is uploaded to Facebook directly, rather that sharing a YouTube link, it will autoplay in the Newsfeed, which better grabs users’ attention.
Your Profile Video Introduces Your Dental Practice
As you begin to work with a videographer to create your profile video, there are a number of key shots you should be looking for. You’ll want shots of your practice, including patient rooms, lab and sterilization facilities, and the reception area.
And because your practice is more than just the space it occupies, consider who in your practice should be featured in your profile video. At the least, you should have interview clips from each doctor, as well as those in leadership positions, like the office manager, as they also contribute to creating the atmosphere. You can also feature some support staff, as well.
Even if you don’t feature support staff in the interview portion of the video, they’ll be featured in your candid shots. These shots include staff prepping rooms, hygienists working with doctors, a receptionist checking in a patient, and doctors interacting with patients.
By giving viewers this inside look through your profile video, you can help lessen their nerves by giving them an idea of what to expect.
Video Marketing is the New Content Marketing
Content marketing is essentially any content you share — blog posts, images, links, and videos — in your marketing efforts. It’s been shown that video marketing is more powerful than image and text. By using video marketing as part of your content marketing strategy, you’re able to increase engagement and patient education.
Once your video is finished, you can then embed it on your website and share on your social media channels. But it’s a bit more involved than that. By uploading to YouTube first, your video is visible on that platform and easily embedded on other websites, like your own. Embedding is as easy as copying the embed code from YouTube and placing it on your website.
As we mentioned above, there is a native video sharing opportunity on Facebook, and you should be using it. It not only looks better, but it’s more integrated into the platform and allows the automatic play feature you see on your news feed. There are also tagging options to help increase your reach.
We’ve seen a great response to not only our profile video, but also our video podcasts, and we believe it’s one of the best ways you can increase exposure for your office. Even if your budget doesn’t allow for regular video content, making a high quality profile video a priority will help your practice grow.
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