How to Use Video Marketing to Grow Your Private Practice
These days, it’s not enough to distribute flyers, buy radio spots, or rent a billboard to advertise your services. It’s not even enough to rely on word-of-mouth marketing alone. Of course, you should do all those things, but don’t forget to also use one of the best platforms for marketing your business: video.
Not a lot of therapists are using video to market their services yet, and that’s a good thing. That means you’ll have a better chance of standing out, connecting with your audience, and turning those audience members into clients.
Let’s discuss why you should consider video in your marketing strategy. And while we’re at it, let’s look at the multiple ways that you can to use video to promote your private practice.
Here’s Why You Should Consider Video Marketing
Many people prefer videos.
Most people are visual learners. Studies show that the brain processes visual information 60,000 times faster than text.
While I love the written word, and it’s true that reading won’t go out of style anytime soon, moving pictures were created for a reason: Moving pictures move people.
When given the choice, some people prefer to watch instead of read. In the often sterile environment of the Internet, video has the ability to reach out and grab your audience—yes, even amateur, iPhone-on-a-tripod video.
Video builds a human connection with your audience.
If you’re looking for a quick and easy way to connect with your audience over the Internet, you have to consider video.
While explainer videos and other animations are fun, I think the most poignant videos feature humans. When you show your face and speak directly to the camera, your audience gets the impression that they’re meeting you. You build instant relatability.
This is one of the reasons why you should consider using video to introduce yourself. Your prospective clients will feel less intimidated after they’ve gotten a chance to “meet” you on video.
Videos are easy to produce.
As I alluded to earlier, it doesn’t take a lot of fancy equipment to create a successful marketing video. You probably have everything you need right in front of you now: a webcam or a smartphone capable of taking photos, access to the Internet, and a willingness to be vulnerable in front of others.
Of course, you can also hire a videographer, which can be a lot easier (although more expensive).
You can start creating (and even editing) video right away for free, which is pretty amazing when you think about it.
Videos can be good for SEO.
Video can actually improve your search engine ranking. It’s easy to get lost in the crowd, especially if you’re in a big town with tons of other therapists. The good news is that YouTube videos in particular rank well on Google. If you create YouTube videos, you’ll have a better chance of getting found on both YouTube and Google.
Why is that?
Google owns YouTube, and so it makes sense that Google promotes YouTube content. By creating YouTube videos that align with what Google users are searching for, you’ll increase your odds of getting found on the Internet.
Videos help you create quick content.
Creating content is crucial for any business, but especially private practice. Not only do you want to build a reputation as a mental health expert, you also want people to come to you when they need information.
The key is to produce content, and lots of it.
But what if you’re not the best writer, or you don’t have time to blog? Videos to the rescue! All you need to do is press record and start talking. After a few minutes of your time, you’ll have enough content to share with your audience.
Think YouTube and Beyond
When you think video marketing, do you immediately think YouTube? YouTube is a great option, but it’s definitely not the only one. There are several other video marketing platforms you can use to promote your practice online.
Let’s talk about the four top video marketing platforms along with the types of videos you should create on these platforms.
In addition to being owned by Google, YouTube is the second largest search engine on the Internet. If you want to gain exposure and get new leads, YouTube is simply the best option for doing it. It’s also easier to get found on YouTube than it is to get found on Google, especially if you’re careful to use the right keywords in the title and description of your video.
Also, only 10% of businesses use YouTube for marketing, meaning you’ll have a lot less competition there.
Keep your YouTube videos short and to the point (way less than 10 minutes, even less than two).
What type of videos to create on YouTube:
YouTube is not the place to create commercials for your private practice. Users are not searching YouTube for therapist commercials. They’re searching for specific information, such as “What emotions are normal during the adoption process?” By creating videos that answer questions, you’ll attract many more viewers.
- How-tos and Tutorials (i.e. How to Talk with a Family Member About Mental Illness)
- Explanations (i.e. What is Depression?)
- List Posts (i.e. 5 Ways to De-Stress)
So, we’ve established that YouTube is amazing and a must for building authority and organic leads. But, don’t forget about Facebook.
With one billion users worldwide (and growing), your potential audience is almost guaranteed to be filled with Facebook users. Facebook also has advanced outreach options that allow you to target just the people you want to reach, and no one else. You can target based on location and other demographics, behavior, or even interests.
You can create a video and target it to an ultra-specific group. This allows you to create more individualized videos that can make each viewer feel like you’re speaking directly to them.
That’s the power of Facebook.
What type of videos to create on Facebook:
Marketing videos on Facebook should be two minutes or shorter. Remember that videos autoplay on Facebook and are muted by default. Around 85% of viewers will never un-mute, so include close-caption on your videos.
That said, also take advantage of Facebook’s social aspect and host weekly or monthly live videos where you discuss a current topic or answer questions.
- Tour of your office
- Directions for how to find your private practice
- Introductions of yourself and your office staff (include close-caption)
You may associate Instagram with photos, but it’s also a video platform. In the last year, video has exploded on Instagram.
Keep in mind that Instagram is a fast-moving platform. It’s unlike YouTube, where videos have a long shelf-life. On Instagram, it’s better to create fresh content on a nearly constant basis (like once a week, or even once a day).
What type of videos to create on Instagram:
Videos on Instagram are between three and 60 seconds long, so brevity is definitely important on this platform.
- Quick tips
- Motivational insights that encourage your followers
Vimeo is like YouTube’s more artistic sibling. It’s not as popular as YouTube, but it’s a fantastic option when you want more control over your video.
With Vimeo, you have the ability to limit who sees your videos. This makes it a perfect option for private or paid content (for example, if you’ve created a course).
Just like with YouTube, Vimeo video can be embedded on your website easily. Upload a video on Vimeo for storage and then add it to your website by copying and pasting a few lines of code. It’s an easy process, but one that can impact your lead conversion dramatically.
What type of videos to create on Vimeo:
Vimeo is the perfect medium for intros, like this lovely video from Mindful Counseling Grand Rapids and any other video you’d like to place on your website, including:
- How-tos and tutorials
- Paid content
- Inspirational interviews
Hopefully this quick guide shed light on how you can use video to market your practice. It may seem daunting at first, but remember that video is a quick and effective way to connect with people who need your services.
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