If you don’t invest in video marketing now, you can bet your competition will pull ahead of you. Let’s take a look at how online video can grow your dental practice.
1. Sharing Your Brand’s Story
How often do you click out of a popup-ad without even glancing at it? How often do you scroll through your Facebook feed, skipping over dozens of posts with a swipe of a finger? Your prospective patients will do the same thing to your content if you don’t tell a compelling story through video.
When it comes to a video advertisement, you may have less than a second to make a good first impression. The key is to make your audience forget that they’re watching an ad.
You want to tell a story that grabs their attention and keeps it, so they don’t want to leave. Stories that tap into our emotions are the most memorable, especially if they make us laugh or cry.
Pro Tip: To get people to linger on your video for a few extra seconds (enough time to hook them on the story), choose music that’s enjoyable to listen to. People scroll fast, but a few good notes can make them pause.
Under an anonymous nickname, it’s easy for a competitor to leave a fake negative review about your dental practice. Likewise, someone could create a fake account to give themselves a five-star review.
Who are you more willing to listen to? An anonymous user without a face, or an actual patient that’s willing to talk about their experience?
Video testimonials are far more authentic. People also tend to believe video testimonials because you can see the actual person who’s giving the review.
Want proof? Check out a few of our video testimonials to see what people are saying about us!
When considering a dentist, people want to see you, but they also want to see how others respond and react to you. Finding patients that are willing to participate in your video will go a long way in the eyes of future patients!
When job applicants research your practice, they’re most likely looking at your “About” and “Meet the Team” pages on your website. They may also look your practice up on social media. This is because people try to determine whether your practice would be a good fit for their skills and personality.
As a video marketing agency, we recommend showing off why your practice is a great place to work at. Show liveliness, culture, fun, and also your team hard at work on projects.
Here are a few ideas:
Interview current employees and ask them why they love working for your practice.
Give website visitors a virtual tour of your space.
Show personality and professionalism through staged scenes.
The more information you can provide about the culture of your dentistry, the better. You want future team members to be excited about working alongside you and helping grow your practice.
4. Answering Questions with Video Tutorials
Do your patients have questions that could easily be answered by videos? Things like healthy brushing practices, how to floss, and the best types of toothbrushes are all quick videos that your patients would love.
A professional video is always more beneficial than just grabbing an iPhone and pressing record because phone settings don’t allow the same kind of customization options that professional equipment does.
Search engine optimization (SEO) is how we increase the visibility of your online videos. In other words, it’s our job to make sure your video content gets found by people who would be interested in your products or services.
The thing most people don’t consider is how video marketing involves much more than just creating a video.
A professional marketing agency should optimize your videos for Google and other search engines. Otherwise, your audience won’t be able to find your content online.
Here are some ways we optimize videos:
Transcribing videos so they have closed captioning (CC)
Working keywords into your video’s script in a way that sounds natural
Writing metadata for videos (title and description)
Tagging your video with relevant keywords
Social sharing your video in a way that helps it organically grow
CC NOTE: Closed captioning has two benefits for SEO. The first is that it helps Google understand what your video is about, which can help it rank for relevant search terms. The second is that people often watch videos on mute because they’re in public places (like the bus or even in a waiting room). By transcribing your videos, your content can be watched anywhere without disrupting people, and that says a lot about your care and value of your current and future patients.
As a video marketing company, we’ll also make sure all your videos on YouTube have a title and description that includes its main keyword.
We recommend your video description be at least 150 words and contain your main keywords in the first two to three sentences. This is because the keywords that appear near the beginning of your description receive more weight than those that appear later.
6. Creating a Call to Action
A call to action or CTA is what prompts people to take the next step with your practice after they finish a video.
A lot of time and effort goes into turning viewers into patients. This is why you’ll need different types of videos for each service you offer, such as dental implants, dental crowns, teeth cleanings, and so on. The best way to think of this is to consider a funnel.
When people first enter the funnel, they may not even realize that your practice exists. That’s why creating awareness serves as the overarching goal.
Following awareness, you’ll want to address the topic that people want to hear about. Try to do this right away. If someone clicked a video on how dental fillings work, make sure dental fillings are stated in the beginning.
Once you’ve gotten someone’s attention, the next step is to increase interest in the services you offer. A good way to do this is by showing how a procedure is done, and then following that up with things like patient interviews or case studies about why the way you do it is beneficial.
When someone is in the frame of mind to request a dental service, they’ll want to know what exactly will happen, and they want to see the stories of other people who have gone through the same thing without any issues.
The narrow, bottom end of the funnel is where viewers convert into patients.
This doesn’t mean that your job is done, though. We recommend you continue to create videos about other services, tips and tricks, and general things that showcase the heart and culture of your practice.
Continually producing content helps people keep in touch with your dentistry, and it helps others discover you.
7. Setting Yourself Apart from the Competition
When it comes to dental offices, there are a lot of them that people can choose from. What makes yours unique?
TIME reported people to spend less than 15 seconds on a website before deciding if it’s the right one for them.
When it comes to the website for your practice, is it welcoming? Does it encourage people to learn more? Is it user-friendly? Does it feel complete? Is it up to date, or does it feel like it’s from the 90s?
As a professional marketing service, we know the ins and outs of building a website like you understand the complexities of oral health. Just like we can’t perform a root canal, you probably don’t know how to build metadata into a website to increase SEO. Rather than try to do each other’s job, we can work together to create the best possible service for people.
“They did such a fantastic job with our website. We have somebody we can trust that will take a brand that’s been built over 40 years from when my dad started to preserve that brand and present it to the public in a way that’s professional, and PMAX has done that.”
Dr. Sam Bander
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