How do you make your website more productive?
If you aren’t convinced on video just yet, take a look at this marketing minute to learn more about it.
Once you know how much video can benefit your practice, your next step is to find a video partner who will help walk you through the process and provide a high-quality, high-performing video that you can use to accomplish your marketing goals. It’s important to understand that this will be an investment. Yes, I said investment, not cost. An investment provides a return on your money; a cost doesn’t. It’s important to differentiate between the two.
Here are three things to get you on the right track in finding the perfect video marketing partner.
1. Know the Impact of Video Marketing
Believe it or not, the video on your website can have a positive or negative effect on your overall business. According to a recent Aberdeen report, video users grow company revenues 47% faster than non-video users. Once practices realize that, they quickly start to invest more into video marketing.
Secondly, as simple as it sounds, an average user knows whether a video is high quality or low quality, and they will directly associate the quality of the video to the quality of your service. So as a dentist, if your value proposition is that you provide red carpet service to your patients, then your video needs to communicate that quality. This is truly an effort of managing the perception of your dental practice.
Not only does it affect the perception of your practice, but it also has a lot to do with how users engage with your video in the first place. High quality videos have a higher watch time and higher engagement; that means, it will almost always equal to an increased number in leads to your practice.
As you can see, having a low quality video will result in a low view duration. In the first example above, users on average only watched 32% of the low-quality video. This means that your users are missing the majority of the video; they will likely miss your key selling points, value proposition, and call-to-action. When your users miss these major message points, they will likely not take action and your business objectives will suffer.
2. Do your homework
Now that you know the impact a video can make on your practice, we will walk through how to choose the right partner. As you start to research different video partners, there are a few questions we would recommend that you ask.
Here are 4 questions to ask potential video partner that you interview:
- Do you specialize in videos for the dental industry?
- Can you provide examples of other dentists that you have worked with?
- Does our relationship end once you deliver the video?
- Will your last three clients provide a reference?
As you ask these questions, be sure to watch the examples of their work for other practices just like yours. It's one thing if they have worked in other industries, but it would be best to find a partner who has experience working specifically with dentists. Here’s the obvious next question: Do you love those videos? If so, than you have a potential match; if not, keep looking.
When you ask about testimonials, find out what clients specifically liked about working with that particular video partner, and what they think sets them apart from other video marketing partners.
3. Look for the best ROI
Since we know that video marketing is truly an investment, it changes the way we approach our decision for our video marketing partner. Here's a question, "If it's the cheapest, does that mean it has the best ROI?” Certainly not! Find a partner that will benefit you the most and will bring you the most value.
Cheap video comes at a premium - don’t do it! It’s more expensive to do it wrong the first time and have to redo it.
Be wary when a video production company offers its services at a rate that seems too good to me true. Make sure travel, music, licensing, and other expenses are all included. Find a video partner that will be with you every step of the way. Find a team that will handle not only the product, but the online implementation of your video strategy.
Next, consider the value of your time. If you are the owner of your practice and/or the primary dentist, we can only imagine how quickly your day goes by. You have so many obligations, and you know that marketing is important. More than that, you know that video marketing could showcase your practice in a great light for new patients. The last thing you want to do is lose eighty hours of phone calls, emails, proofs, and follow up with your video partner. Wouldn’t it be great if your video partner knew what they were doing, and you trusted them to lead YOU through the process instead of the other way around? Make sure that you know, up front, what the time commitment is going to be.
Overall, video marketing is changing the way dentists and other medical professionals market their business. It is, by far, the best way to show your clients how amazing your practice truly is.
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