Video is one of the most engaging forms of marketing you can utilize for your business. If you have yet to invest in video campaigns to build your patient base and grow your practice, now is the time to start. In addition to being an attention-getter, video can provide you with ample opportunity to stand out from the competition. If other dental practices aren’t using video marketing, you’ll have a distinct advantage.
Okay, so you need video. But who is your target audience, and what is your goal for this video? You need to answer these questions before you can start filming.
You Need to Know Your Audience
Who is your intended audience for your video? You need to know exactly who this will be to make the biggest impact. Maybe your goal is to reach a broad audience. Or, perhaps you are targeting a smaller group of people.
This might include:
- Established patients
- Potential new patients
- Families and children (pediatric dentistry, braces, etc.)
- Seniors (dentures, implants)
- People who are afraid of the dentist
- Potential new employees
You Have to Identify Your Goals
After you’ve identified your audience, you need to figure out what your goals are for your video.
What are you setting out to accomplish?
- Promoting and selling a new service/product
- Getting more patients and appointments
- Getting more patient referrals for your specialty services
- Growing your staff
Now you know your audience, and you know what your goal/objective is. Next, let’s look at the different types of videos you can create to help you achieve your goals.
Figure Out Your Priorities for Your Target Audience
Now that you’ve identified your audience and your goals, next you need to clarify what your priorities are for your audience. In other words, what are you hoping to say with your video content? What do you want your audience to do after they see the video?
Answering these questions will clarify your objective and help you create an effective video that is perfectly tailored to your target audience. This should smooth out the process of filming and putting your video together.
What Kind of Videos Should You Make?
A specific audience needs a specific type of video. What should you create to get their attention and appeal to their interests?
We have a few video ideas that can help you and your team:
Recruiting Video
If you want to put more effort into attracting new hires to your dental practice, video can help to humanize your team and give possible new employees a glimpse at who you are and what it’s like to work for you. Your recruiting video should be able to tell viewers why they should choose your practice above others for a career.
Some examples of videos you can make to drive recruiting include:
- Interviews with current staff/leadership team
- A video focused on showing off your work culture and values
- Video of your team hanging out outside of the office, having fun
- In-office video showing your team interacting with one another, and with patients
- Video promoting internships, scholarships, and other programs you might offer to help team members grow professionally
- Staff testimonials about what it’s like to work for you
Video Tour of Your Facility
Video is an easy way to give current and potential new patients a tour of your office. You can use it to introduce your team, move beyond the front desk to share your cutting-edge dental technology and promote the comfortable, high-end environment you offer. This is especially important for people who may be anxious about going to the dentist and who need a little extra reassurance before they make a decision.
A video tour is also a great idea if you recently moved to a new office or remodeled your current space to better serve your patients.
Video About What Sets Your Dental Practice Apart
What makes your practice different from all the others in the area? Do your doctors have any special accreditations? Does your office have unique, state-of-the-art technology? Do you offer a spa-like experience to make dental visits more relaxing for your patients? Promote it with video so people can see the difference for themselves.
Video to Promote a Service or Product
If you want to bring in more business for a particular service or promote a new product, you can use video to advertise it and raise awareness. Showing the product or service on video gives your audience a better idea of what you’re offering, and can help them make a definitive decision to purchase that product or service. A demonstration video showing how a new piece of technology works can also de-mystify certain services and put your patients more at ease.
Meet the Team Video
Introduce your amazing team to the world with video so everyone can see your friendly faces! Instead of the usual paragraph bio for each team member, considering doing a 30-second video for everyone. Have them answer some basic but fun questions, such as “Would you rather climb a mountain or go cave diving?” “What is your favorite meal, and why?”
Creating team videos gives your dental practice a warm, friendly feel and can help your audience relate to you better. It can also differentiate you from your competitors.
Patient Testimonial Video
Use video to share glowing reviews from your satisfied patients. To start, just reach out to a patient who recently left a positive review and ask them if they’d be so kind as to do a quick video testimonial. While not everyone likes to be on camera, it’s worth it to ask! People use reviews every day to make purchasing decisions, and seeing one of your patients take the time to speak about their experience in person could help sway some on-the-fence members of your audience.
Where to Share Your Videos
There are two main platforms for sharing your videos. These are:
Your Dental Website
Video makes your website more eye-catching and engaging. It serves as both a design element and a means of promoting and marketing your business. The hero section (the large, top section of your homepage) is a perfect place for video, as it will be the first thing people see when they land on your website.
The next page to add video is your team page. This page gets the second largest number of clicks behind the homepage, because people are interested in meeting your team. If you are looking to grow your team and you have a Careers page or section on your website, we encourage you to include a team/recruiting video.
You can also share videos of your facility and technology if they are relevant to other pages on your website. Resource/how-to videos can also be helpful for your patients.
Social Media Platforms
Social media platforms are perfect for sharing video with your audience. They facilitate discussion, help you nab likes and follows, and can be shared with people who may not be familiar with your practice (yet).
Need Help Getting High-Quality, Custom Video?
When it comes to marketing, InTouch does it all. Our in-house video experts can travel to your location and work with your team to create the perfect video for your needs. Then, we’ll edit and refine until you love the end product. If you’d like to know more, give us a shout by calling (877) 493-9003 today!