You rented a tripod. You cleared an afternoon. You practiced what you'd say for hours. You shot several takes. You chose an important, informational topic. So why aren't visitors to your site watching your newest web video?
Many dental practices post videos about hygiene, technology, and their offices. These videos aren't necessarily intended to go viral, but it can be discouraging when the only people to view them work at your practice. So how do you create successful web videos that serve your audience and increase your web traffic? We've put together the essentials of a solid web video below to help you improve your video marketing strategy.
This component may seem like a no-brainer. But, without it, your videos can't hit their mark. Think about what you want the video to achieve in concrete specifics. Is it a way to generate new leads? Bring in more patients? Inform your audience? All of the above?
A hard-hitting web video requires more than just an idea and a camera. Have a planning meeting to answer the following questions:
- What are the videos' purposes? Answer with specifics as outlined above.
- What should the videos convey? A video meant to convey expertise will look very different from one intended to make your practice approachable.
- What will the videos include? Common content includes product demonstrations, behind the scenes looks, and question and answer sessions.
- Who will appear in the video? Hiring a professional actor can create a polished product. But using members of your own staff cultivates a feeling of comfort and intimacy.
3. Conscientious Production
In a market inundated with video campaigns, your videos must do more than exist to attract viewers. You don't need multi-million-dollar equipment, but you should put some thought into your production. Consider the following elements:
- Post-production effects, such as overlaid text
The production elements you choose should come together to produce a cohesive product. Even tasks as simple as changing video lighting can change the style and effectiveness of a video.
It's wise to look at competitors' successful videos and learn from popular web videos. But, in order for your video campaign to effectively represent your practice, it must be unique. That doesn't mean you have to come up with a concept no one's ever thought of. It does mean your videos emphasis the uniqueness of your practice.
Think about what sets your practice apart from your competitors. Do you use different equipment? Do your staff members have particular backgrounds? Do you perform uncommon procedures? Identify the elements that make your practice interesting, not just the qualities that make it the right choice for a patient.
Infuse this uniqueness into your campaign. If your staff members have military backgrounds, send your viewers to dental hygiene boot camp. If you perform procedures with cutting-edge technology, show how that equipment affects your patients' quality of care. Be creative!
5. Connection to the Audience
Like any other web campaign, a successful video campaign makes your audience your top priority. If your practice primarily serves young families, the equipment example above may go unnoticed. But, if you serve business professionals, the idea could generate a lot more interest.
Find your audience and then determine what they want to see. You have lots of content options you can tailor to your audience's needs. Just a few options are:
- Answering questions
- Debunking myths
- Explaining procedures and products
- Introducing your practice and staff
- Telling stories
When you find the place where your practice's uniqueness intersects with your audience's interests, the videos you create will generate views, shares, and new clients.
6. Interaction with the Audience
No matter how great your videos are, getting people to watch them is just part of the battle. In reality, in order for your videos to remain successful, you need to provide ways for you audience to interact with them. Some examples of audience interaction include:
- Connections to other sections of your site
- Options for subscribing to future videos
- Relevant links laid over the video
- Suggestions of similar or related videos
7. Easy Navigation
Once you have some videos ready to go, create a specific page on your site. This landing page should include a full video list and sharing options. You'll need this page even if you post the videos as blog posts or tweets first. This lets your audience find the videos easily, even long after the initial posting.
If you feel inspired, start putting together your video marketing campaign using these tips. If you still aren't sure how to bridge the gap between videos you've already created and the videos you want to create, consult a marketing specialist. For more tips on improving your web marketing, check out our other blogs.