Boost Your 2009 Orthodontic Marketing Objectives Part II – Give Priority To Video

Marketing with VideoOn December 17, 2008 – Permission TV released its survey findings on online video initiatives for 2009. 2 out of 3 respondents listed online video as a primary focus of their 2009 digital marketing campaigns – higher than every other category, including social media and search.   A ReelSEO blog post summarizes it clearly.  It’s too bad they overlooked video SEO in the survey.  Unfortunately, designers seem to overlook the importance of SEO.  It doesn’t matter how great the video or your website looks if no one can find it or it doesn’t promote your business correctly.

So what does this mean for orthodontic marketing?

Screw your shoes on, get your scripts ready, research video cameras, and put video on your website in 2009.  No more procrastinating… you can’t afford not too! Only one practice can be the first with an “effective video marketing presence” and one video doesn’t cut it.  You need to tell the story of your practice to engage new patients to increase referrals.  This requires multiple areas of subject matter.

I can hear the grunts and groans now!  Don’t worry, it’s not that hard and you don’t have to spend thousands of dollars on professional video productions to be effective with an online video web 2.0 marketing campaign.  The goal is to be “seen” and “heard”, which in turn builds trust and increases referrals.

After the holidays, take advantage of all the sales if you need equipment.  YouTube started accepting HD (high definition) video on 11/9.  This makes a big difference in what camera to buy. I am also currently producing a step by step course on how to shoot video in a dental office environment, which can be tricky with equipment near the chairs.  When shooting video you need to think about such things as:

  • Cameras
  • audio equipment
  • tripods
  • ambiant sound
  • lighting
  • scripting
  • wardrobe

This isn’t rocket science but you need to understand how it all pieces together, to be effective.  All these areas play an important role in any video production. Completion target date is July 2009. The course includes everything you need to know on how to shoot video for your website, testimonials, and social networks.  You can decide if you want a professional to edit the content or do it yourself. I will discuss all options and make recommendations for outsourcing, if you choose.  This course will eliminate hours of frustration and paralysis by analysis.

It works on any website, except flash intros, (place on home page) so you don’t have to change your main template to accommodate the video screen. With a walk on actor, not only can a professional deliver your personalized message to patients, they can direct them to contact your office for a free consultation or any area in your website that may contain other videos or content of special interest.  There is no end to what you can do with this service.

It is projected the entire global economy will be slow or possibly crippled in 2009.  Be proactive not reactive:

  1. Step up your content marketing next year
  2. Embrace an Internet web 2.0 marketing campaign to attract new patients ready to start treatment with disposable income. Patients are always online researching all their options in treatment providers on the Internet.
  3. Include video on your website and web 2.0 campaigns to engage and emotionally connect with your audience quickly.  What better way to direct viewers to contact your office for a complimentary appointment than audio/video.

Individually we have no control over the economy or the affects in is having on the average consumer. However, we do have control over how we choose to approach these uncertain times. You have the results… use them to make 2009 a remarkable year in your practice.

Happy Holidays to everyone!  I am very grateful this year to all my readers.  I appreciate all your kudos, comments, and suggestions.  It is great to know someone is listening.