Video marketing is a powerful strategy to market your practice, communicate with your patients and prospects, and build relationships and trust. Studies show the power of video is constantly growing and it can have direct results on your revenue.
According to YouTube, mobile video consumption increases 100 percent per year. When it comes to marketing, including video in emails increases click-through rates 200 to 300 percent. And on landing pages, videos increase conversion by 80 percent. (Statistics courtesy of Hyperfine media) These stats are pretty persuasive that video marketing works, no?
Using video allows you to stand out as a leader in cutting edge communication with your audience. And when it comes to optometry and ophthalmology, this is certainly a perception you want to maintain.
Here are some ways to use video to market your practice.
Use Video on Your Website
Use video on your website to introduce yourself and your practice, share a story, or educate visitors. Here are some ideas to get your mind churning:
- Welcome video giving a tour of your office or equipment, highlighting your specialties, introducing staff and showing off unique products.
- Tutorials such as inserting and caring for contact lenses or alleviating dry eyes or eye allergies.
- Educational videos that provide information about topics of common interest, general eye care advice or a look into your specialties.
- Spotlight a pair or line of eyewear or discuss specialty eyewear you carry.
- A story about your practice such as community involvement or a particular patient that you were able to help.
Use Video in Email
Email is a very effective — and often underused — form of marketing. And when you add video to it, well, you can see the statistics above. In fact, even just using the word “video” in an email subject line boosts open rates by 19 percent, click-through rates by 65 percent, and reduces unsubscribes by 26 percent (Syndacast).
If you don’t have an email database of your patients, it’s time to get one. This is a great way to stay in touch with your client base and update and educate your audience directly. Seeing a familiar face or place in a video will help your patients to feel connected to your practice and keep it top of mind when eyecare needs arise.
Video consumption on social media has skyrocketed with growth surpassing any other form of content. In fact, one-third of all online activity is spent watching video, typically via social media networks. In merely six months in 2015, the average amount of videos viewed daily on Facebook double from 4 billion to 8 billion views per day (TechCrunch).
In addition to attracting more attention, videos are highly shareable on social media and can help spread the word about your practice and increase name recognition. Syndacast predicts that 74 percent of all Internet traffic in 2017 will be video, so set up a channel on YouTube and share the videos on your social media networks.
Landing pages are standalone web pages that are often connected to a specific promotion, ad or action. You can link to landing pages from virtually anywhere — an email, a website banner, your Facebook page or from an Internet ad such as Google Adwords (PPC).
Landing pages are created to promote a specific action such as scheduling an appointment, making a call or downloading information. As shown above, including a video on a landing page increases the chances of the viewer completing the action by 80 percent. So if you are using landing pages, add video to enhance their conversion rates.
Video Creation Tips
If you want your videos to be effective there are some guidelines you should follow in creating them:
- Keep it Short — Videos should be under a minute (shorter if possible) and put the most engaging content at the beginning. According to Hyperfine media, 5 percent of users will stop watching a video after one minute and 60 percent by two minutes.
- Keep it Classy — While you don’t need to hire a professional videographer (a quality smartphone and a steady arm will do), make sure that any individuals starring in the video look professional, neat and clean and that the background is tidy and organized.
- Keep it Quality — Make sure that the lighting is good and the sound quality and visuals are clear.
When it comes to content, think of video as the new way to communicate with your audience. This is your opportunity to share your practice story — its personality, expertise and services in a way that will engage and leave an impression on current and potential new patients alike.