06 Aug Does my practice need video in the marketing mix?
If a picture paints a thousand words – then a one-minute online video is worth 1.8 million. Yes, you read that correctly. But does it simply mean that we just don’t have the time to read anything anymore? Maybe – but it seems to be a bit more primitive than that. PhD psychologist Susan Weinschenk has found that going way back to the human species’ hunter/gatherer days; our brains have been programmed to pay attention to noise and movement. And it turns out, our brains and their reaction to stimulation haven’t changed all that much. We process visual information around 60,000 times faster than simple text and overall, 60% of people prefer video over text when searching for information online.
Does your practice need video in its dental marketing mix? The answer is a resounding YES! Here are a few reasons why:
1 – Smart phones and tablets are making it simple and convenient to watch videos in the palm of your patient’s hand. – These days, your patients don’t even have to power up their laptop to view your site and the videos on them. In fact, they don’t want to! Research is showing that most of your patients want to access your site via their smart phone while they are on the go – and that includes videos. Think about it – if you are a busy professional with barely 10 minutes to yourself, don’t you think your patients and potential patients are too? They are. As an example – many of them may prefer to consume information (including which dentist to choose for their family) in a quick, one-minute video while waiting in the carpool lane at their children’s elementary school. While that’s just one example – these are the types of environments and situations in which most people are making decisions for their family – including dental.
2 – Branded YouTube videos are a great way to get on Google’s good side. – It’s no secret that Google favors their own products when giving websites a ranking boost. So, if your practice is active on Google-run platforms like Google+ or YouTube, you can expect Google to take notice. We recommend any video you produce for your practice to be uploaded to YouTube using the appropriate optimization strategies.
3 – Video increases patient trust. – A recent study by Animoto found that 58% of people considered companies who produce video to be more trustworthy. Why? Our team knows that video can transform a simple dental website into a much more dynamic piece of marketing. When your potential patients actually see the dentist speaking intelligently about the procedures he or she can offer, it instills trust and confidence in your practice. In this case, seeing is, in fact, believing.
4 – Video is shown to increase conversions on landing pages. – If your practice is engaging in a PPC campaign, you’ve probably at least heard about landing pages. If you’re not familiar, a landing page is a customized “mini-site” that is carefully crafted with only one goal in mind – to convert visitors into patients. Since 96% of people find videos helpful when trying to make a final purchase decision, it would make sense to include videos (preferably about the procedure you are advertising) on your PPC landing pages.
5 – Videos are the second most clicked on feature of a website. – A study by B2B Demand Generation found that right after the “Learn More/Contact Us” button; most people prefer to gather information by watching videos – well above taking surveys, attending webinars and downloading white papers or eBooks. If your dental website isn’t utilizing the marketing power of videos, you’re more than likely missing out on patients who connect most with video.
So, how do you use the marketing power of video to take your online marketing to the next level? The possibilities are endless, but we’ve found that dentists who create simple videos that showcase themselves, their practice, provide video patient testimonials and highlight any specialty procedures will definitely reap the marketing benefits. Our video marketing team at Bullseye Media has years of experience in shooting, editing and optimizing videos for all types of dental practices. For more information on getting started, contact our team today.