Using video content on your website is the ideal way to engage prospective clients, improve your Google rankings and build trust. George and Will Cotterhill explain why it is the marketing choice for the future
Videos are a very effective way of getting your message across in a simple and engaging manner. They allow you to deliver a message with high impact and attention-grabbing visuals, allowing you to stay in the mind of your potential customers and stand out from your competition.
Video as a marketing form can create a connection unlike any other type of marketing. Combining audio and visual content allows viewers to see your practice and business in the same way they would if they came in, spoke to you and saw it in person. This personable approach puts the customer and the viewer at ease. It also creates an element of trust between the viewer and the business which no other form of marketing can.
Whatever message you want to get across, video creates a lasting impression on the viewer because it’s an effortless format—all you have to do to get the information is press play. You don’t have to read through text or scroll through images, so the viewer can focus directly on the video content which increases retention of information.
Google loves video content. One reason for this is that Google owns YouTube so they like to direct traffic towards YouTube and get revenue from advertising. More importantly though, Google loves video content because it is information-dense. You can get a lot more information into a one-minute video than you can on a page of text.
Before you can can get your videos recognised on Google you have to get them on the Internet itself, and there are a couple of options.
Google is the number-one search engine in the world, but what not many people know is that YouTube is the number-two. Therefore it is a great way of getting your videos online because of the analytics and insights these videos can provide you.
Not only can you see how many people have viewed your video, you can see which countries and formats they viewed it in.
You could also use Vimeo to upload your videos, which is very similar to YouTube. We prefer using Vimeo for certain types of video because of the interface it gives you. There are no adverts popping up and it’s a clean, clear interface which means the focus is purely on your video and the content.
Thumbnails are vital, especially when you embed a video into a website because it’s what entices the viewer to press play. Vimeo allows you to choose your best thumbnail from the video, which makes people want to watch it.
Once you have your video content on the Internet, you can then put it on your own website. Putting a video on your landing page is ideal as visitors can press play on a one minute video where they can learn about your business, what you’re about, who the people are and what you do.
It is a brilliant idea to use videos on your FAQ pages. If you have five or six questions that people regularly ask about your practice you could answer them using short one minute videos as a more personable way to reach your audience.
On average, visitors only stay 40 seconds on a website, but if you have a video on your website this increases to three or four minutes. Videos not only keep people on your website looking at your content, but Google then ranks it higher. The longer people stay on your website, the more Google think they are getting the information they require, so your site goes up in the rankings.
Style and process
Rather than producing one large video, it is better to create five or six small videos which directly answer questions people may come to you and ask. This works well for many reasons. It improves your search engine optimisation due to multiple videos being better than one, and it keeps the viewer engaged for longer.
These shorter videos may be split into a brief overview about the practice, the people who work there, why use your services, what sets you apart from competitors and what services you offer.
Cost of treatment may be a frequently asked question, but it may be difficult to offer pricing without having a consultation with the patient. To get round this, a video response to this question can explain exactly that.
For any practice testimonials and before-and-afters are vital to build trust. It allows potential clients to see people who have made the decision to have treatment, see results and that the patients are happy.
We see a lot of testimonials now that appear staged and scripted, which can appear insincere. The more natural the testimonials are, the better. The client should be talking informally in their own words. You can offer a few points that you would like to be forthcoming in the testimonial and then in a relaxed environment record the client talking about their treatment and edit accordingly. The message will be delivered in a more sincere manner.
You can then edit these short videos and testimonials into a short overview video to go on your landing page, which is then what people will watch when they first come to your website.
One of the key points is to try and educate people first—don’t hard-sell. Tell prospective patients about your practice, and let them learn in order to decide whether or not they want the services you are providing. Don’t put offers in your videos and get your message across early. Peoples’ attention spans are decreasing, and you have a 15-second window at the start of a video to get someone hooked, either through visuals or answering their questions in the right away.
Consider the length of the video—around one minute is optimum. You’ll be surprised at how much information you can actually cram into one minute. Keep videos short and produce a series rather than one.
Stay on track. Keep the content of your video relevant to the title of the video. Don’t start talking about other products you offer and other services you provide; keep on topic. Do a separate video to answer different questions as this helps prospective patients trust you more. They will feel like they’re getting what they want for each video and are more likely to watch your other videos.
Finally, know your audience. This can be a bit difficult because it’s not in your control, but use your own marketing data to relate to your video production. If you already have videos on YouTube, you can look at the demographics and the people who watch them and then design your video to suit these people.
By 2015, video traffic will more than quadruple and the Internet will be made up of two-thirds’ video content, which makes it even more important that the video you’re producing has quality content. Anyone can point and shoot with a smartphone, throw something together and upload it straight to YouTube, but people won’t watch that content. If the production level isn’t good quality, it will reflect badly on your practice.
George and Will Cotterhill are the directors of Rhoda Pond Productions, a video production company based in the West Midlands.