Have you ever watched a video on YouTube? I would imagine you answered yes.
Would you believe people actually go to YouTube and search for other people? Did you know that if you have videos on YouTube or another video sharing sites, when people go to the web to search for a condition they have or the words chiropractor or chiropractic in their area, a link to your video will show up on the results page. That is to say, if you have put the right information in the title and tags using the right key words.
Think of videos as a way to boost your marketing prowess, broaden your reach and zero in on your targeted audience.
If you have a website then you should be also be using videos as part of your marketing package, even if you don’t have a website, you should still create a few videos and get them loaded on a video sharing site, complete with key words. From there you can share your video spot on your website, Facebook, Twitter, Google and more.
Isn’t it about time you started talking directly to your existing and potential patient base? It’s one thing to use chiropractic ads in the newspaper on a regular basis, but video marketing is also important and easy too. What is even better is you can actually create these videos yourself. If you have a good video recorder or a digital camera with video capabilities, a tripod and good lighting you can make the videos. Why not get your staff involved in a few of them, make it a team work day.
Don’t doubt yourself or your ability to do this, great communication skills played a part in helping you get your chiropractic business off the ground. If you haven’t already done so, it’s time to think about putting those skills to good use once again. Think about it, you talk to people all day long, everyday. It’s just like discussing a health and wellness one to one with a patient, this time you’ll be speaking to a whole audience of people, only through a lens.
I know, you’re wondering why should you bother with video marketing?
It might seem like a big commitment of time and money or you may think you’ve got this marketing thing going good with other streams. You may, but if you weren’t already aware that video content is huge then you probably haven’t been to any marketing seminars in the last couple of years.
Let’s just focus on YouTube, it gets 1 billion unique users each month. Also, useful video content that people want to view and that performs a specific function is more likely to be shared via social media – and is positive in terms of your search engine rankings. Even putting Google aside for a second, useful content demonstrates to your website visitors that you’re a name to trust.
So what should you consider when planning what to put in your videos? Here are a few pointers…
It’s not about you…It’s about what you do
It’s natural to assume that your first video should be an introductory one telling everyone who you are and the services you have to offer. There’s nothing wrong with a short bio video; just don’t expect it to set the world on fire in terms of views. Remember; no-one’s searching the Internet to watch your sales pitch.
Make a list of topics people want to hear about
What are the questions people ask you day to day? If you have a chiropractic website with a blog, which of your posts or pages get the most views on your site. Another reason to watch those site analytics, this could help you find a good starting point and some great conversation starters.
Rehearse…in front of real people
Work out a script and time it, then rehearse in front of people, like your spouse or kids, over repeated times, it will feel natural to say the script. You don’t want to look like you’re reading from a page but for your own benefit, it’s good to have something close by to refer to. If you’ve got a complicated topic you think people might want to hear about, consider breaking it down into bite-sized chunks of single broadcasts of about five minutes. Oh, and before posting it live, ask someone to take a look at it.
Set the tone…be professional yet compassionate
One thing about the chiropractic profession is that we know how to talk to people. As a general rule, adopt the same tone as you would use with patient during their exam of report of findings. That’s not to say that you’ll necessarily be using an identical tone in each video. For example, think about the different way in which you might speak to a guy with a chronic condition brought about through a sports injury compared to the way in which you’d speak to a woman with fibromyalgia. Consider who will be watching this particular video? Speak directly to those people.
If you’ve got only limited time and resources to spend on your video, you might be far better off going straight into a short series of presentations on topics people are actually interested in such as Neuropathy or Sciatica. People will get to know you through these presentations. Just like with print advertising, you can create videos based on several conditions.
Last tip… keep it short, stay on topic and review your surroundings, remove clutter from the background. You want viewers to focus on you, not the clutter in your office.