by Bill Schroeder
Video marketing has become an essential tool for practices aiming to grow and retain an ever-larger pool of clients. It’s easy to take video for granted, because it’s everywhere! Today, it’s hard to imagine there was a time when video was reserved for special occasions.
When I was a child growing up in the 70s, photos and videos were special to the point that they were almost always event-centric. Someone usually was getting married, baptized, or celebrating a holiday. These photo-worthy days were often supplemented by the dreadful school picture day. I have memories of being sent to school with threats of keeping my clothes tidy and having enough hairspray in my hair to cause helmet like protection. The point is, that the world stopped when the camera came out.
The expectation and overall acceptance of being photographed has evolved to a dramatically more welcoming and casual approach. Most know and are much more comfortable today with the fact that there are cameras everywhere. In waiting rooms, on traffic lights, heck…even in our very own pockets and purses. Our lives are being documented.
How Video Marketing Benefits Your Practice
So why should you go to the trouble of putting together video marketing campaigns to promote your practice? Here are a couple of benefits.
Video Helps to Clarify Communication
Few would argue the impact that mobile devices have had on this change and the evolved comfort level. With the accessibility of cameras and the ability to take what is close to an unlimited number of photos and videos also comes a change in the way we tell stories. Veterinary practices no longer need to rely solely on the pet owner’s ability to visualize a technique or understand a problem. Stories and communications from both a marketing and day-to-day practice operations standpoint can be extremely clear, leaving little doubt about what the pet owner wants and needs to hear and see.
Video Lends Further Credibility to Online Reviews
Photos and videos are not the only changes brought about by the mobile explosion. The online review industry boomed, as opinions can be literally posted while the pet owner is in the middle of a veterinary visit. Many studies reflect the market’s confidence in the content shared through reviews, as we’ve seen reports that closely compare the value of these anonymous opinions to suggestions or recommendations offered by a family member or friend. And even more convincing than written reviews are video reviews, featuring real pet owners talking about their experiences.
The positive impact of reviews skyrockets when a real pet owner is expressing their satisfaction on video using their words and real emotion, as others can more easily relate to their position. Think about it, which is more credible: the business owner that says that they are “the best” or a client that steps up to put it in their words?
Calls-to-Action and Value Proposition
When speaking to veterinary professionals about marketing success (or lack of), I often find practices that are frustrated by the fact that clients are not doing what practices need. The problem almost always involves a lack of these two critical components: the call to action and the value proposition.
A call-to-action involves a very direct request for a person to do something. Most veterinary practices benefit from telling pet owners to “call now,” “request an appointment,” or “learn more.”
Value propositions are the things that are promised or offered as an exchange when a consumer commits to performing the act. Think of it as a “do this, and you will get that” type of arrangement.
An example might be “Request an appointment today” (call-to-action) and “learn how our dental services help pets live longer, healthier lives” (value proposition). This content would work well on a custom page within a practice website that is created to drive dental appointments. All content on that page should be written and positioned to promote this goal.
Using the example above, I ask that you picture the web visitor as they are digesting the website content and actually determining whether or not to click the button “request an appointment.” Would hearing from a client that had great things to say about dental services help them make the decision to do so? What if a dental testimonial video was placed right next to the button? You get the point.
Tips for Utilizing Video Marketing
While this will certainly evolve, practices that include video marketing in their communication plan now will feel immediate benefit and will be better positioned for the next “latest and greatest” technique.
Here are a few quick tips to get started:
- Look for opportunities to leverage video in your existing marketing
- Involve your staff in creating/requesting videos
- Seek videos from clients whose opinions would best represent your practice
- Leverage video in social media
- Link existing blog content to short explainer videos
Get Your Video Marketing Off the Ground with InTouch
InTouch has worked with dozens of vet practices to bring their video marketing ideas to life. Our goal is to show your practice, and your team, as they deserve to be shown, so pet owners can see how truly amazing you are. Video marketing is truly a game-changer for vet practices, and it can help you connect with your audience in a whole new way.