4 Keys to Selecting Dental Content That Matters

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Patient Attraction Episode 324

Hello again! Thanks for joining me for the third installment in our short series about the importance of using online video. Today I am going to talk about the 4 keys to selecting great content for your videos. Stay tuned! We’ll get started in just a moment.

– In the previous podcasts about video, I have been talking about why video is important and the ways that you can really mess things up for yourself.

– Today I want to switch gears a little bit and give you some tips to select great content for your video.

– After all, content is king.

– Yesterday, I touched on content just a little bit.

– If you recall, I said that content in your video shouldn’t be too clinical, but it also shouldn’t be useless information.

– It can be a tricky balance, but I have some tips to get you started, so let’s dive right in.

  1. The #1 thing is to tell them what to do!

– Give a call to action!

– You won’t have a successful video library if the videos don’t offer next steps for the patient.

– You can have a patient who watches your videos and moves on, or you can have a patient who watches your videos and picks up the phone.

– Sometimes all the viewer needs is a next step.

– You can take that in a lot of directions, but we recommend offering a coupon code at the end of the video.

– Maybe you offer a free whitening, a discounted exam, or a free book!

– Be creative, but make them want to stay.

  1. Answer their questions, then become their expert.

– You see, your patients are coming to your website because they have a problem that needs to be solved.

– You need to offer solutions and answers to those problems first.

– Once the patient gets the information they want, then they are willing to listen to more about you and your expertise.

– Showcase videos that answer commonly asked questions, and keep the videos about your background and degrees on your “About me” page.

– The patient wants to know those things, just not yet.

  1. Uneducated and uninformed patients don’t buy

– When you think about attracting the patients YOU want, I hope that you are thinking about well-informed patients.

– Patients are looking for information about what is possible for their smiles, and you have the answers.

– You can use your video content to provide patients with answers to their questions.

– You will educate patients about dentistry, which will make them better consumers.

– Over time, you can continue to drip small pieces of information and turn those better consumers into long-term patients.

  1. Have one thought on each video

– Everyone likes information that is short, sweet, and straight to the point.

– A 30- to 90-second informational video answering questions about one topic will be much more helpful to a patient than a 5-minute video talking about several topics.

– What’s the difference?

– Ease of use.

– It is much easier to look at a list of video topics and select the ones that interest you than to wade through long videos looking for the information you need.

– So, how do your current videos hold up?

– Are you using the right kind of content to attract patients?

– For more information on video, you should get a copy of my book, “Attract More Patients in the Next Six Months Than in the Last Six Years.” The book is the culmination of all my marketing expertise, and it can be yours for only the $4.97 cost of shipping at www.MoreAndBetterPatients.com.

– Tomorrow, we will continue this series on video by looking at the best ways to use video across all of your social media outlets.

– Until then, keep moving forward.