According to marketer, author and entrepreneur Seth Godin “ marketing is a contest for peoples attention”.
Well…let me let you in on a secret 🙂
Nothing creates attention better than video!
Tony and I have been using video as the primary tool to the share the message of both Chiropractic Masterclass and our chiropractic offices over the past 5 years.
If your chiropractic practice isn’t using video, then you are missing out on one of the most engaging, enjoyable (yep it’s fun) influential and potentially profitable forms of marketing of them all.
Video has numerous benefits that assist you in reaching new patients and keeping existing patients engaged whilst also encouraged them to refer.
If you’re interested in finding out how you can use video to help share your message then you might be interested in an ebook that I’ve just finished called Video Influence for Chiropractors. You can get a free copy by clicking here.
Making a video doesn’t need to be difficult. In fact here’s a video I made this morning to send to my practice members at Life Chiropractic Port Melbourne (took me less than 30mins from start to finish).
Here’s a sneak peak from the ebook where I share 9 Reasons Why Chiropractors Should Be Using Videos To Help Share Their Message.
1.Videos Increase Conversions
Adding a video on your web page can increase conversions by as much as 80%. Studies show that 74% of users who watched an explainer video about a product subsequently bought it. Recent studies also project that more than half of people who watch a video they consider “good” will end up sharing the video with their friends via social media or email. This is what makes video such a powerful tool for increasing referrals from your existing patient base. If you think about it, the effectiveness of video is not even that surprising. After all, vision is our most dominant sense.
2.Videos Build Trust
When it comes to making a health care decision nothing is more important than trust. Trust is the foundation of conversions and sales. The entire purpose of your marketing and messaging should be to build trust and creating long-term relationships. Stop trying to sell your existing and potential patients and instead let them come to you by providing them with interesting and useful information. Effective videos allow you to present your services in a conversational form. That creates a sense of individual approach which is why 57% of consumers say that videos gave them more confidence to purchase online.
3. Google Loves Videos
Videos allow you to increase the time visitors spend on your site. The video consumptions rates are higher than articles and blogs. This means that your potential patients are much more likely to sit through a two-minute long video than to read a long blog post. This increased “page time” builds trust and signals search engines that your site has good content. According to web experts Moovly you’re whopping 53 times more likely show up first on Google if you have a video embedded on your website. Since Google now owns YouTube, there has been a significant increase on how much videos affect your search engine rank.
4. Mobile Users Love Video
Video and mobile go hand in hand. Let’s face it, more and more of our potential patients are finding us not on their desktop computers but from their mobile device. If you fail to optimise for the mobile device you’re missing a large section of your community. YouTube reports mobile video consumption rises 100% every year. Since people like to watch videos on the go, and the amount of smartphone users is growing, your video audience keeps getting bigger and bigger.
In addition, Google tells us that smartphone users are twice as likely than TV viewers and 1.4 times more likely as desktop viewers to feel a sense of personal connection to brands that show video content or ads on their devices.
5.Video’s Are Great For “How To” Content
Video marketing allows you to highlight your products and services in an informative, engaging and entertaining way. Videos allow you to better illustrate the concepts you’re trying to get across. Some concepts are more difficult to convey in print, and those will benefit the most from video. Whether it be sharing simple exercises, explaining eating plans or demonstrating your gentle and effective techniques… video is a winner.
6.Video Creates Celebrity and Authority
I know this might sound strange but just seeing someone of a properly produced video creates a level of authority, trust and celebrity faster than any kind of medium. Used properly this can help position you as the “go to” practitioner in your community. Video marketing allows you to show another side of your practice and yourself, that you will never be able to showcase with text on a screen. The addition of music and graphics can make things more exciting, which means your visitors will be more likely to really enjoy your content. Visitors who really enjoy the content you are sharing are much more likely to visit your practice and use your services.
7.Videos Speed Up The Content Creation Cycle
Videos make it easier for you to create new and fresh content regularly. Once you learn the formula for creating effective videos it’s a breeze to become a video machine. Videos allow a much more relaxed tone of voice and don’t require time intensive grammatical skills of trying to right articles. Creating a video doesn’t have to be an expensive endeavour. While you can go all out and stage a major production, it’s not necessary. Great videos can be produced very inexpensively (or even for free).
8.Videos Are Great For Sharing
Videos are highly sharable….basically, when you create high quality helpful videos, other people will do the marketing for you when they recommend the video to friends, loved ones, and co-workers. As their recommendations reach out to others in their network who they think may enjoy the video, the marketing spreads. Videos also allow you to capture your audience’s attention and share your personality in a really effective way. If the visitors are used to reading print and seeing static images, using an audio and video approach will excite them because it is new and different from what they are used to. This alone may be the deciding factor in what causes someone to become a paying patient.
9.Videos Are Under Utilised
Whilst video marketing is on the rise in some industries, it is still drastically underused by small businesses and by chiropractors in particular. Videos will allow you to gain a lot of traffic with a decent conversation rate, without a lot of elbow grease. Studies indicate video marketing increases traffic, sales, and opt-ins. The majority of health professions who put a real effort into video marketing are happy with their return on investment (ROI.)
If you’d like to learn more about how you can use video to more effectively share you message then click here to download my free ebook.
Remember though, using videos to create influence in your community is no different from every other aspect of marketing. It takes a little work, energy, time and effort to develop, master and profit from.
You won’t likely flood your practice with new patients from one video. It will take creating consistently valuable content and using proper SEO to be successful with your video influence strategies, but there’s never been a better time to start than RIGHT NOW!
So don’t just sit there, you’d better start crafting your exciting videos now!
Here’s to your success.
Dr Angus Pyke
