Online video provides a range of opportunities for chiropractors to attract new patients and increase brand awareness in a local community. Did you know tliat YouTubc is the second largest search engine after Google? That means tliat when people arcnt searching using Google, then they arc likely searching on YouTubc. In addition to being popular, online video has a range of uses and benefits. Chiropractors can use video to cam the tnist of viewers. After viewing a video about a chiropractic practice, viewers often feel as if they "know" the practice. Video is also a good way to communicate a lot of information in a small amount of time. According to recent studies, just one minute of video is worth the same as 1.8 million words (Video Brewery. 2012). Filming video for online viewing can be done cither in-house or by using an experienced agency. Ideally, your chiropractic practice can utilize both methods for shooting video to return the maximum results. Before you begin shooting video, its best to determine the type of video you arc looking to produce. The four main types of video include patient testimonials, sen ice demonstrations, professional documcrcials. and behind-the-scenes. Each type of video will help you reach a different goal. Patient Video Testimonials When getting started with video. it"s easiest to start with patient testimonials. Although written testimonials on online review sites arc great for search engine optimization (SEO), video testimonials often are more convincing and encourage higher conversion rates. Online consumers arc savvy at detecting fake reviews. Video testimonials arc a good way to earn an online consumer's trust quickly since they arc tough to fake and show a real person leaving feedback. Because online reviews have a large impact on potential patients searching for a chiropractor, video testimonials increase the chances that an online consumer will become a new patient. Service Demonstration Videos Service demonstration videos allow you to showcase the services you provide (e.g.. a typical adjustment, a postural screening, etc.) and give potential patients an idea of what it's like to be your patient. Demo videos educate viewers, make potential patients more comfortable, establish your credibility, and increase brand awareness about your practice. Create videos that focus on your most popular sen ices and continually add videos as your expand your sen ices. Share your videos on YouTubc to reach more potential patients and become a recognized authority in chiropractic care. Professional Documercials of Your Practice Investing in a professional HD documcrcial of your practice enables you to accomplish several goals with one video. A documcrcial showcases your sen ices, highlights patient testimonials, and provides viewers with a behind-the-scenes look at your practice. With a documcrcial. you not only market your practice, you also reach more potential patients, educate viewers, and establish your authority in the chiropractic field. Using a professional vidcographcr or agency enables you to have access to video experts while also saving yourself the extra work of filming, editing, producing, and publishing the video. Behind-the-Scenes Videos A video that includes behind-the-scenes footage humanizes your practice and gives you the chance to casualh show what sen ices you offer. Viewers like behind-the-scenes videos because it provides a personal experience. This type of video is also a great way to engage current patients and increase return rates. You may find it difficult to have a casual demeanor with patients while also maintaining your authority as a chiropractor and health care professional. A behind-the-scenes video gives you the power to retain your professional demeanor while also reminding patients that you arc a human being and approachable. This type of video can be tricky to get just right, so don't attempt to make this type of video until after you have created the other three types of videos. Shooting Video: Quick Tips If you want to get started with video marketing, we have created a quick list of tips. 1. To shoot video, use cither a high-definition video camera or a smartphonc that has great video and audio quality. 2. Pay attention to lighting, sound, and the setting when shooting video. A great setting is well lit and looks appealing. Don't shoot video outside. 3. Always be ready to film patient testimonials. Accumulating an ample amount of video testimonials comes from simply being prepared. 4. Videos should be less than two minutes in length. 5. Smiling on camera makes a huge difference. It makes you appear approachable and typically puts the viewer at case. 6. Promote your videos by sharing them on YouTube. on your chiropractic website, and via social media platforms. Video is a powerful resource you can utilize to attain a variety of goals. It is also a flexible medium that can be adjusted to match the changing needs of your chiropractic practice. Resources like YouTube and recent advancements in smartphone technology have made producing and sharing video easy. Once you arc comfortable with producing video for your practice, you can establish an efficient process for continually creating videos. Rachel Cunningham is a marketing content writer at iMalrix, a provider of affordable web marketing solutions for small, practice-based businesses. She earned a master of arts degree in English from CSl' Long Beach and a bachelor of science in general management from Boston College. Rachel is experienced in writing content optimized for search engines and users, creating engaging content for social media, and crafting articles about SEO and social media marketing for small businesses.
