1) Interview-style video.
There is no better way to connect with your target audience than to allow them to see and hear you. You would need nothing more than a smart phone and perhaps a tripod or an assistant with a steady hand to record a successful interview-style video. According to Social Bakers, video is currently the most engaging type of media on Facebook. Video posts have 135% greater organic reach than photos (another highly engaging type of content) and Facebook generates 8 billion video views on average per day—which is said to be double the amount of video that users were consuming in early 2015.
Take a look at the many Facebook Live videos available on the Mayo Clinic’s Facebook business page for excellent examples: https://www.facebook.com/MayoClinic. Whether you decide to prepare a list of interview questions in advance or invite your Facebook audience to ask their dental implant questions live, you can create engaging video—at no cost (other than your time, effort, and energy).
2) Professional video.
There are many local and national professional videographers that can produce high-quality video for you. If you or your team are not comfortable with the thought of being on camera, you can hire local talent to conduct a tour of your practice, answer some frequently asked implant questions, or interview a happy patient.
Hired professionals can provide media coaching and scripts for your video, ensure sound and lighting is perfect, and do all the leg work for you. Be prepared to invest anywhere from $500 to $10,000+ for your video, depending on your goals and who you work with. Always ask your videographer or studio to provide you with three examples of happy clients’ video and reach out to verify references.
If you have a beautiful office to show off, you can leave people out of the picture and let your practice environment impress online visitors. For example, Google Business Photos, while not video per se, offers an immersive experience for new patients considering your services. Essentially a Google street view of the inside of your practice, this option also offers you enhanced visibility in Google search. Contact one of Google’s Trusted Photographers, located in most major cities across the U.S., for more information: https://www.google.com/streetview/hire/.
Note that fees for Google Business photos will vary according to location and the square footage of your practice, etc. I can tell you from personal experience that at least three of our clients have implemented Google Business Photos for about $500 total. That’s extremely inexpensive considering this is a Google tool (think greater Google visibility) and will provide lasting benefit in marketing your practice.
3) Photos made into video.
This option can be as easy as uploading photos into an online application. If it’s been over a year since your team has had updated photos taken, schedule a photographer to visit your practice. Plan to have your photographer take photos of you and your team next to your dental implant 3D technology so you can include that unique information in your messaging. Ask your reception team to smile next to a lovely vase of fresh flowers at your front desk or stage a team member as a dental implant patient while the doctor appears to explain treatment options. Plan for a variety of attractive, friendly photos which can be used in future video, and can also be repurposed on your website and social media accounts.
Once your new photos are ready, ask a team member or hire a vendor to create custom video featuring your new practice photos. There are a variety of free apps available that make it easy to upload photos and add text, voice, or soundtracks to your photos or any video snippets you may have. Once compiled together, which may only take a matter of minutes, you’ll have your own custom video. One free application to create your own video is Adobe Spark, which has desktop as well as app options for your smartphone: https://spark.adobe.com. You can also shop your smartphone or device app store for a variety of other options.
One of the most attractive benefits of video marketing is that you pay for video once and it continues to work for you 24 hours a day, 7 days per week. When your video is complete, you can place a copy or snippets in a variety of online properties (website, social media, review sites) to engage patients.
There are a variety of video options outlined above, including Facebook Live, professionally produced, or custom video created by a skilled smartphone user. Determine a budget and which option will best match your branding and the expectations of the ideal patient you hope to attract. Make this the year you begin to leverage video to attract and convert more dental implant patients.
Once you make the decision to move forward with video for your practice, set a deadline for yourself to ensure implementation. What is the date you will begin to research costs and options or delegate this to a team member? What is the date you want to ensure your video is complete and working to attract and convert implant patients for you? Keep me posted on your progress!
Rita Zamora, BDS
Rita Zamora and her team provide monthly customized social media marketing support services for dentists and specialists. They also offer online presence assessments so practices know where their social media marketing stands and can identify opportunities for improvement. Services focus on highly customized solutions and encourage genuine personal interaction between practices and their potential and existing patients. Rita graduated magna cum laude from the University of Colorado with a bachelor’s degree in business and marketing and has over 20 years experience working hands-on in dental practice marketing. Since 2008, they’ve worked with hundreds of dental practices all over the world to train them in authentic and valuable online interactions. Learn more at RitaZamora.com or email info@RitaZamora.com.