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Top 3 Reasons To Utilize Video Marketing

Why surgeons and dentists should utilize video marketing

The statistics don’t lie. According to industry research, 500 million people are watching Facebook videos every day and video marketing as a means of promotion or reinforcing branding is at an all time high. Perhaps even more astounding, video media currently claims more than 82 percent of all global internet traffic in 2022. Oh, and let’s not forget about millennials. Characterized as those born between the early 1980s to the early 2000s, millennials are one of the largest living generations in the U.S., and they absolutely love video:

millennials and video

Gen Z and Video Marketing

We’re now in the age of influencers, an age in which an entire generation has never known a world without digital technology. Gen Z — characterized as individuals born between 1996 and 2010 — loves video content more even more than their predecessor, with approximately 95% of Gen Z-ers leveraging sites like YouTube, Instagram, and TikTok to make consumer decisions, as well as market themselves. Now more than ever, short-form video content is seen as one of the most effective marketing tools available and it’s no surprise that every major social platform is clawing to adapt. From Instagram Reels to TikToks (which are both known for brief and easily shareable video clips), much of video marketing has grown to cater to the waning attention spans of younger generations. With this in mind, it’s no wonder why Gen Z and Millennials gravitate more towards concise, fun, and engaging video content.

Based on these stats alone, incorporating video marketing into your practice outreach strategy can be incredibly beneficial. More specifically, you may see results such as a boost in your SEO, an increase in traffic to your webpages, and more patients at your practice.

Still not convinced video marketing is a must? Read on to discover the top three reasons video content is essential to the success of your medical or dental practice.

1. Boost Your Website SEO Value

Videos have a big impact on search engine results. Google algorithms are known to favor content that is rich in media, helping position that content closer to the top of search results. Since videos are considered “rich media,” adding them to webpages can be particularly appealing to Google’s bots.

It has been reported by Forbes that 65 percent of people visit a website after having viewed a branded video. To improve your website’s SEO, try using high-quality, relevant video marketing to drive potential patients to your site. You can implement this by adding pertinent videos to your landing and procedural pages to attain higher click-through rates and improve your site’s SEO value.

2. Increase Your Website Conversion

By adding video content to your website, Facebook page, Instagram, TikTok, or YouTube channel, you are creating a personal connection with your viewers—you are providing a face, and hopefully a personality, to your practice. With the creation of this personal connection, it is much more likely that viewers will want to take action and schedule a consultation after seeing what you have to offer.

One way to incorporate this idea is to try embedding videos on your website landing pages, which some researchers suggest can potentially increase conversion rates by 80 percent. Check out how one of our dental clients effectively added a video to their sleep apnea page:

3. Improve Your Social Media Success

Video content is a powerful social media marketing tool for any practice that wants to reach a wider audience. Reportedly, 92 percent of people who watch videos on their mobile devices will share videos they like, and recipients will often continue to share the content with their personal connections. This means your brand or message can expand well beyond your immediate network, especially when it’s accessible on all Internet compatible devices (yet another reason for responsive website design!). It has even been reported that 75 percent of business executives are watching video content weekly and sharing it with their colleagues.

While taking on video marketing may seem like a daunting task, it is clear that there are a myriad of benefits to producing this type of content. If you are unsure where to start or how to get your practice on the map, our talented team of Internet marketing experts is here to help guide you on this rewarding, fast-paced, and ever-changing journey.

If you would like to learn more about video marketing and what strategies could help set your practice apart, please contact us today.

Editor’s note: The original version of this post was published on June 27, 2017.

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