How to Choose the Best Topics for Video

For Lawyers, Doctors, and Dentists

By now, most businesses understand the importance of marketing through video. There are many statistics out there that continue to prove this. Examples from WordStream include:

  • Video drives a 157% increase in organic traffic from the search results.
  • Viewers retain 95% of a message when they watch it in a video.
  • Audiences only retain 10% of a message when reading it in text.

The bottom line is that video is important and should be utilized to help promote your practice, while appealing to your clientele. Now that we have gotten that covered, the next question that comes up often is what topics should I produce video on, and how do I come up with those topics? In this blog post, I will detail helpful strategies to use video to your advantage and help grow your business.

Know Your Audience

Video MarketingFirst things first, you need to know your audience. Whether you are an attorney, dentist, plastic surgeon or an ophthalmologist, you need to have a good understanding of who you are trying to appeal to. It’s obviously important to know what core areas of your business you want to grow, but it’s equally important to have a good understanding of what prospective patients or clients are actually searching for as it relates to your practice.

Knowing your audience is a vital part for figuring out what your next video topic should be in order to better appeal to them and, ultimately, encourage them to convert!

A good way to get to know your audience more is engage with them. This can be done by posing questions through your own social media pages and other outlets. For example, posting “What is your biggest fear about going to the dentist?” and then taking the responses and creating valuable videos addressing these fears. Industry-specific message boards are another great way to gather insight as to what people are inquiring about, as well as looking at colleagues’ and competitors’ videos (and comments made on those videos).

There is a lot of information out there online that can provide great benefit with regards to what people are looking for. By investing in video marketing, your practice can be the one to provide that information.

Learn how Page 1 Solutions can help you create high-quality videos that engage, inform, and convert prospective patients and clients into leads:

Frequently Asked Questions (FAQs)

Businesses are always answering the same questions over and over again. What better way to take advantage of this opportunity than by creating videos answering these questions.

In 2018, “How to”-type searches dominated the search queries. People are always looking for answers to questions or solutions to problems they might have, whether that is:

  • “What do I do after I get into a car accident?”
  • “How do I get whiter teeth?”
  • “Can plastic surgery help me look younger?”
  • “Can I improve my vision without wearing glasses?”
  • “What are your office hours?”

Understanding your audience and being aware of the types of questions your practice gets are both invaluable, and can be used to your advantage when producing videos. Your clients and patients are going to Google and searching these same topics. So, why not indulge your prospective clients (and search engines) and provide this sought after information in an engaging, memorable format?

Announcing Something Big!

Whether this is a new product you are offering, a new practice area focus, something seasonal, a new location, a new distinction or award or even a new staff member (or staff members), video can really help you promote big announcements. Video is an easily shareable form of content, and it helps to convey specific emotions to your audience. Not to mention, this will help to build some hype and buzz for your practice.

Utilize Analytics

Google Analytics has a whole host of information, some of which can help you determine what your next video topic should be. Specifically, review your most highly trafficked pages in a given time period, look at how users interact with the specific pages (bounce rate and time on page) and then look at the content on that page.

If you see that users are particularly interested in staff bios or the “About the Practice” page, then what better way to show them what you are all about than with a video? Same goes for specific practice areas.  If your Teeth Whitening, LASIK or Truck Accidents page is getting a lot of activity, then create a video explaining your practice’s approach to that topic and how you can help solve their problem.

Testimonials

When making a decision of any kind, people are seeking out genuine reviews of others’ experiences.  While there is great benefit from generating reviews on places like Google, there is also great benefit from having an actual person speaking on camera about their experience with your practice.

It can be tough to get reviews in general, and even tougher finding someone willing to take time out of their day to speak on camera. But these people do exist, and the results can be used to any practice’s advantage on- and off-site to help better promote the outcomes you can provide and why prospective clientele should look no further.

Start Creating Great Video Content Today

Video in general can provide great value to any business, but knowing your audience and the topics to produce video on can really elevate your exposure and promote your practice as the expert in your given field.

To learn more about the strategy behind coming up with video topics and how Page 1 Solutions can help, contact your Internet Marketing Consultant at 303-233-3886.

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