The Dental Business Guide
The Dental Business Guide
How to use Video to Effectively Market your Dental Practice
George an Nikita talk about the use of video to help market your dental practice. Video is a tool that is often over looked, but we think is essential to standing out. Video can make your practice seem more personal; you get to know the dentists on a personal level.
Welcome back to the dental business guide. I'm George. And once again, we're here with Nikita, and we're gonna change things up. Nikita now wants to ask me questions. So fire away.
Nikita Kanda:Yes, I thought I said job today, and I would be the one asking George questions, because today we're going to talk about video content. And George has a lot more knowledge on this topic than I do. So I thought it'd be fun to Yeah, switch it around. So my first question for you, George, is you have a dental practice, what sort of video content should I be putting out on my social media?
George Bellamy:So social media, you want small snippets of information? The thing is, people scroll through their feed and about that. And if if you don't capture someone with a video in the first five seconds, you've lost them. So really, I mean, if you want to get your point across as quickly as possible, no one wants to be watching a 15 minute video you rambling on. So I think if you want to do an advert, if you want to do a walkthrough of your practice, for example, then yes, definitely do that. But I think stick stick it about 32nd Mark, but make sure the first five seconds of punchy are key so people can actually engage with it. They want to continue viewing for the rest of 30 seconds.
Nikita Kanda:Yeah, that's a really good point. And do you think I should be posting videos of my team that what sort of content should I be putting out in, you know, the team? Or was it more teeth related information? Or is it just those people should find, you know, those practice owners should find out what their, you know, unique selling point is, and then post about that
George Bellamy:wasn't more or less with video, use what to film and edit and upload everything and anything. And then the day like, it's video is just there. So the way I put it is, as we will say, video is it's photos 24 times a second, you know, so it really it's I find video is more convincing. Because my background is real estate. So I would do real estate films, you name it, and the my selling point, whether it was the films I create, they're true. They're real. With photos, it's you can buy real estate photography, it's great, but you have the big wide angle lens that distorts the room, it makes the room feel a lot bigger than it actually is. With video. I mean, sure, I use a wide angle lens, but it creates the sense of depth that has a sense of reality to it. And same thing with dental practices. So if you just keep having photos, you can might seem like that stock photo surgery or that stock photo practice, if you will. But the video is you're showing the real patients, the real dentists the real place in its correct lighting and all that lighting. It just has that sense of reality to it. And personal touch, if, if you will.
Nikita Kanda:Yeah, no, I totally agree with you that it's all about rural, especially with what we're posting on social media. You don't want it, you know, you don't want to look like that stock image practice that you said no, definitely. You'd say make it authentic, authentic content. Yeah, no,
George Bellamy:without a doubt, definitely. bentek. Yeah.
Nikita Kanda:Okay. And so how would that relate with, you know, when I'm making trying to make an ad? For my practice? How would I go about making an ad? If I've never made an ad before? How would you help me with that?
George Bellamy:So, okay, so I'm a videographer by trade, this is my livelihood. This is my living, I know what I'm doing. But to the average Joe, you probably have no idea where to start. And you'll probably buy some camera or just use your iPhone. Believe it or not, your phone is one of the best cameras you can use. Because it's quick and easy. Like you know, for example, Nikita your social media, doing small snippets of video is okay. But to go back on to your question with having having an ad, at the end of the day, you can make it how you want to make it, you know, like you were using your iPhone, as long as your audio is good, I think you'll be fine. Because you can really tell the difference between an expensive camera and an expensive camera with terrible audio and a cheap camera with great audio are two very different things. And believe it or not, people have actually preferred the expensive audio. So if I was to say anything like that, I would say, to do an advert is, first of all, say what you want to have, you know, what do you want your advert to do? What's its purpose? Really, that's the main thing if your purpose is to drive sales is to gain more patience, then I personally would look into invest in the money and to having a company do this for you do an advert for you. So for example, hiring a videographer, just for the you know, for the week, I have a freelance videographer, you can you know, will charge you probably I would honest with you, I don't know what the going rate is but you know you can be looking at spending 556 100 pounds on a decent video and a decent advert, which then will in previous podcast we've mentioned about marketing about running adverts with that video and that's the way Facebook works. It's great. You can run These adverts you run these videos. And the way you need to look at it is if you can get one sale out of that video, you probably made your money back in the long term. And I think this is what you need to be looking at. Because, yes, you can make your own advert. And I encourage you to. But I think for big things like this, I would definitely suggest potentially, you know, gate like looking into hiring a videographer for the day, and just filming a load and go from there really?
Nikita Kanda:No, that's a great bit of advice. Actually, that was gonna be one of my next questions that should I hire a videographer. But you've just answered that. Yeah, I definitely think that people should definitely have a videographer on hand or,
George Bellamy:you know, on in your phone book, that's all and that you can, you can call and just say, hey, look, we need this. And this, he'll come film that edits it and then give it to you. Yeah, and that's the thing. But what I, what I stress though, is film yourself as much as you can, as an anything and everything, you know, film a one of your dentist talking about who they are, you know, it's again, it's putting a fate a voice mainly, and a face to the people like I mean, everyone has on their website, the about me where you got the list of the dentist with all their qualifications and their little blurb about me. But you can't convey personality through text, you can't pass you can't. Exactly. So I think video is certainly key, but I just have a quick, you know, 30 seconds, as I said video, just about who the dentist is. That's all it is when because when people are looking for a new dental partners, they're not just going on the website. They're not just talking to their friends, they're also nowadays going through their social media. And what happens if you know if what I choose a dental practice, that doesn't post anything to social media, but has good reviews on Google, for example, all I go with the company that seems to be engaging with their patients seems to be putting out information, making you feel more relaxed and at home. And I think that's definitely the you know, the the angle on the way you should be going with it.
Nikita Kanda:Ya know, for sure. And I think as well Don't underestimate like what you said, Don't underestimate the power of your iPhone or your phone or your camera because they're so good nowadays. And like you said, as long as you've got good quality good sound, that's all you need, and just exactly consistent with it. So one question I have for you quality versus quantity, would you rather be in one quality video out a week? Or quantity? Whether you're putting a video a day, what do you prefer?
George Bellamy:Oh, is as a really good question, actually. Because it's it's as two different arguments you have. So obviously, as you as we've said before, is with Instagram, you will be posting every single day the repetition, you want to have that. That presence, but then also you don't want it to be just random things, you want it to be structured, and well thought out. So there are two arguments to it there is should I you know, should you post multiple videos a week? Or should you just post one and as you as you said, I you know, and then that is kind of the the million dollar question really, is because, for me personally, I'm a perfectionist, I like things to be perfect. I like them to be the exact way I envisioned it. But Aaron as the managing director of some errors, so well, I just want to post things. I just want to get that content out there. So we know we've you know, we've we've been having some arguments in the past about this, but then the day it's we're two different mindsets, you know, Aaron just wants to publicise his practice and his business and I just want to create content I'm proud of so
Nikita Kanda:that depends. It depends on what you're posting Yeah, more or less Yes. With social media like I said, I've before I'd mix it up so I will do some one day pictures one day you know video ads is nothing mix it up. But when it comes to you know, video may say an ad a video ad, you want to get that quality right because you want Yeah, cuz be going out. You want to be shareable?
George Bellamy:Yeah, cuz, yeah, we're definitely an ad, you want that quality to be perfect. You don't want a single thing gone wrong. Because like you've seen some videos where the end of it they leave it for four seconds black video, that black clip. You don't want that. That's that's giving off the wrong signals. But then, if it's a video about a walkthrough of the practice that's on your Instagram feed, yeah, you know, quality or quantity is fine. You know, you do things like that. It's, as you said, it really depends on what you're trying to do. Yeah. Yeah, I would say for me, personally, I'm more of a quality over quantity. But maybe quantity is better in some sense. And to be honest with you, it's anyone's guess really.
Nikita Kanda:What they kind of sell Yeah, it's what you're using it for. Yeah. Yeah, and So like, Okay, you've already kind of touched on how you would get people to watch your videos or watch your ads. So what would be the main things you said before in the beginning that you need to have to capture that that person's attention straightaway, right?
George Bellamy:Yeah, that's right.
Nikita Kanda:Where things would you say that you would people should put in their ads? Or they should, you know, what tips should they be using to get capture?
George Bellamy:Yeah, patience. So being different standing out, you know, being that one shiny object in a sea of green, you know, it's it to be different. Yeah, this is the thing is just to stand out in the 21st century, and especially in 2021. Now, where everything is online, it's very, very difficult to make a video go viral, for example, it's, you know, it is very, very difficult, and it's hit or miss, sometimes you can think you've got the greatest idea for a viral video, and it absolutely tanks. But other times you think our post is not that great, and it gets millions and millions of views, it's a very difficult thing to predict. So to get people to watch your videos, I mean, realistically, you need to be engaging, you need it to be relatable, you need it, as, as I've said before, is get them in the first five seconds. Because more or less, it's, you know, we live in a society of bite sized information. You know, like BBC News. Now, I've got that quick, the quick bites of of news, because people are too busy people are on their phones. And I guess they just scrolling, I guess, just absorbing information as quickly as I can. So if you have a video that is really informative, but you have the intro, or the introduction to the video is just not adequate, you're going to lose that those people, you're going to lose those viewers. So to get people to watch your videos, I would say definitely, like, quickly get them entertained. And that's either by comedy or by music by text. And that's another thing is text, maybe perhaps don't use too much text, like good, you know, paragraph of text, because people will just look at that and go, I don't really have time to read all that. And also, because it's a video, you just want to be told the information. So more or less, I would say just make it as quirky and as different as possible. Use bright colours. And all this Not really.
Nikita Kanda:Yeah, no, I think that's great points to make that now those are the things people should be looking out for. And I just like to add that. And when you said about people want to scroll quickly on their phones, definitely in terms of social media, I'd say if you're going to make a video, you're going to post any videos, make it like 30 seconds to a minute and Max a minute, Max, because you don't want to sit there and they don't want to watch long videos anymore. They just want the quick information right? And then click on one Yeah, yeah, so that's definitely a good piece of advice, or that makes you're making quick, informative, quick, quick videos, and it will keep people watching and keep them engaged. Because they're long videos is something that's off path now, isn't it?
George Bellamy:Yeah. Even the even YouTube, for example, you know, five years ago, the The goal was to create as long the videos as possible and gain their attention throughout. Nowadays. I mean, I say that, nowadays, they youtubers want to get to the 10 minute mark, because they're gonna have I think it's to two or three adverts inside the video. So basically make more money from it. But yeah, but no more or less. I think quick bytes of information are certainly becoming the norm. Really. So
Nikita Kanda:that was gonna be one of my last questions to you was with YouTube. So do I need if I'm a dental practice owner? Do I need YouTube? When I'm opening my practices? It's something that I need at the beginning, or it's something that you would you would recommend?
George Bellamy:So I personally think YouTube is the kind of thing like, YouTube is the second biggest search engine going after Google. And obviously, Google owns YouTube. So really, I would say yes, but not for the reasons you're thinking. I would say use YouTube to upload videos, that you can then use the embed code on your website, more or less. Personally, I would do that.
Nikita Kanda:And what does that mean embed code for people that don't understand why so
George Bellamy:when you have a video on your website, an embed code, basically, instead of linking to the website, you can watch the video inside your page on your website. Because with social media videos, again, as I said before, it's you want it to be quick information with YouTube, it's you I think it's more or less. It's not a game changer if you don't have it. But also it's one of those things that it's not expected of you but it's starting to become that
Nikita Kanda:you just said and you can use that in your website. I think that looks exactly nice. Really, really professional when People do that when you can watch the news, right is one thing. It looks amazing.
George Bellamy:Yeah, well, one thing I absolutely love is on the About Me page is again, what I was saying about videos making that personal touches and having that personality is on your way on your website. When you have the about me, you click on individual dentists or the associates or nurses, and you have a quick 32nd video host on YouTube, of who that person is going to give them a quick brief description of where they studied why they wanted to get into dentistry and all that law. And I think that gives you that personal touch if it truly does.
Nikita Kanda:Yeah, no, I totally agree with you everything you said that you said you don't need YouTube, but it's a good tool to use when you are starting up as well. So it's not something that you need to be regularly posting on riot. But it's something that, you know, you can definitely use. It's great for your website. But yeah, I think definitely with video content, like we've said, Get a hire, hire a videographer, if you can,
George Bellamy:if you can do
Nikita Kanda:as much Yeah, shoot as much content as you can in maybe one day, you know, get simple ads made and that you said Get Genuine real content of your team. And just I think it will help patients see that you're real on social media, not just trying to, you know, get the numbers up or just post loads of pictures, you're actually showing the real side to your business, I think, yes, definitely hit the nail on the head with all video content, you got to add.
George Bellamy:One thing is I just thought of is when you do videos, and you're doing videos of your patients, especially release forms, or release form is just completely key because you don't want to have be five years down the line where your video then goes viral. And that patients like I don't actually want my face to be on the video anymore. And they you unfortunately have to take that out, take the video down because you haven't got written permission to film them to have their person on film. So I think you can get your free templates online and that law and I highly recommend them
Nikita Kanda:something that we do as well with Samera. And obviously the neem tree we get written permission from all of our patients that have agreed to be on social media, it just makes things a lot easier to just cover your covers your back as well.
George Bellamy:Yeah, it's just a hassle free for future for your future self really, because 99 99% of the time, the patrons absolutely happy with it and won't have a problem with it. But be is that 1% that can really more or less screw you over and down the line. So
Nikita Kanda:another tip would be as well I've had in the past that they're happy for you to use their face and the video but they might not want their name. So sometimes remember, they don't want their full name or they don't just ask them that before how are you okay with us using your full name or if you're not or you know, they don't even have to put a name there. Just put that our patient at the whatever clinic you are practice you are so just just bear in mind these little tips and things to note really for future videos, of course.
George Bellamy:Well, thank you for helping me and helping me come out of my shell and answering questions about video I've been I've always been the one interviewing Ivan I Really?
Nikita Kanda:Yeah. And it was nice to be the interviewer. I know.
George Bellamy:We're in the corner. Yeah, I'm too complacent with it. So yeah, no, um, well, I hope that helps you understand everything about video and all that. Like it's it's one of those things that people overlook more or less. Yeah, people think photos is the main is the way forward and unfortunate. I think it's the other way around.
Nikita Kanda:Yeah. Don't be scared to put videos out do it. Try it. You're not gonna know unless you try it. Right.
George Bellamy:Exactly. Exactly. It's and also you're not gonna gain traction overnight. It's gonna be saying you'd have to have the repetition with a lot.
Unknown:Yeah. So great.
George Bellamy:Yeah, well, anyway, thank you so much for listening and we'll catch you on the next one.