Social media, email, and a great website are the go-to for dental practices, but there’s another marketing tool that you may find valuable: video. Creating videos not only shares your expertise in another form but also shares your personality and adds another piece to your brand.
When looking into adding video to your marketing strategy, there are a few key things to know.
1. Know Your Goal
Without a concrete, thought out goal, your videos can lack focus. Before starting, make sure you solidify why you’re doing it. It’s more important than the how! Here are a few reasons dentists choose to add video:
- Connect with current patients
- Share expertise to attract new patients
- Increase SEO value
- Share insights into new dental technology
- Provide information to patients in a different form (e.g., emails or blog posts)
These are both specific and overarching goals for adding video as a marketing tool. You want to create better connections with patients and attract new business, which is done by working on these smaller goals like improving SEO by starting a YouTube page and sharing insights into the industry.
2. Invest in the Right Equipment for You
Technology is evolving faster than ever, which means the barrier to entry is very low for video production. Creating high-quality videos is fairly simple, and there are a few different ways to approach it. The lowest and most efficient option is to create a rig for your phone. This includes a Joby tripod with a stabilizer, a small light, and an external microphone.
With this rig, you can begin a weekly Facebook Live on your practice’s Facebook page. You can share quick tips to increase oral health, what to know before getting a cavity filled, and other questions patients ask you.
An alternative is a DSLR camera. Even today’s entry-level video-equipped DSLR will give you the tools you need to film quick segments. You’ll need a video editing software in order to edit and upload to your website or social media, but there are free or low-cost options including iMovie for Macs.
3. Enlist Your Team to Help
Your team is filled with knowledgeable people, and this is a perfect opportunity to help them shine. (And it minimizes the extra workload for you.) Your hygienists could talk about frequently asked questions, and your front office staff could even do a short video on what patients need to bring with them to their appointment or common insurance questions.
By bringing together different teams, you can provide a range of content for both current and prospective patients with a limited strain on one particular department.
4. Know When to Invest in a Videographer
While there’s a lot you can do on your own, it’s important to know when to invest in a videographer for your practice. If you’re spending more time Googling how to use a feature in your editing software than filming, it may be time to outsource. This allows you to focus on the content, in addition to practice- and patient-related responsibilities.
There are two ways to hire a videographer. The first option is to hire only a videographer, who will typically be a cheaper way to begin. They will come in and shoot multiple videos in one session, then edit and deliver the finished product.
The second way is to hire a marketing agency with a videographer on staff. They will be able to use video within the overall content strategy, and they can also manage your website and social media. This is a larger investment but comes with a larger return.
You can then focus on patient care and grow your practice in other ways while they manage your marketing plan.
Producing videos is a dynamic platform that can help grow your dental practice. It’s a valuable marketing tool, and it’s easy to get started. Whether you want to stick to Facebook Live or start hiring a videographer, you have a great opportunity to reach current and potential patients with additional value.