By Andrea Techlin, Internet Marketing Consultant
There are many reasons to create videos to promote your practice. It allows you to build brand awareness by putting a face to your business. You are able to share your expertise and create a personal connection with your clients or patients as you help answer their questions.
Videos can also benefit your search rankings – YouTube is the second largest search engine (owned by Google), and video results are more desirable and less competitive. Google knows people prefer watching a video to reading an article.
Videos are also easily repurposed for different uses. Beyond just video blogging, embedded videos can enhance your webpages and online profiles, give you engaging content for social media, and can be used to create pre-roll video ads or appear in display campaigns.
As you can see, custom videos benefit your practice in many ways. The question is: When you are planning your video marketing, how do you decide if this is a project you’re going to take on yourself, if you’re going to hire some help, or if a professional is needed for the whole process?
Let’s take a look at the pros and cons to decide why, when, and where to do it yourself or hire an expert.
DIY Video Advantages
Creating video yourself has its advantages with any budget, large or small.
DIY videos can:
- Be Less Expensive: The technology is affordable enough and readily available. You could get started with a smartphone and free editing software.
- Allow More Flexibility: Doing everything yourself means you can shoot whenever your schedule is free and an idea strikes.
- Feel More Personal: Because of the popularity of YouTubers and bloggers, low-budget videos have become pretty common. The simplicity can actually be appealing, showing the “real you” and feeling more like a personal conversation than a commercial.
- Be Fun! A creative project can be a nice break from your typical work day and provide an opportunity to get your staff involved. You may discover talents and skills you didn’t know you had on your team.
The Downsides of DIY Video
When doing a video project yourself, the planning, writing, shooting and editing can add up quickly. Do the pros outweigh the cons?
DIY videos can:
- Be More Costly Than Expected: Getting the results you want may take more than you think. When you consider the equipment you need to buy, new advanced skills you need to learn, and the time tradeoff in your business, it might not have a good ROI in the end.
- Not Meet Expectations: After all your time and efforts, you may not be happy with the end result. And you will be your own worst critic. You may need to reshoot or start over with some help from a professional.
- Have Quality Issues: A homemade video can be authentic, but when poor lighting or audio quality become noticeable enough they can distract from your great message and valuable content. You don’t want to appear unprofessional and uncaring.
- Be Stressful: You need to be honest with yourself. Is taking on a project like this going to become another item on your to-do list that will never get finished?
As you weigh whether video is something you’d like to tackle yourself completely or in part with some outside help, here are some things to consider. Are you ready, willing and capable of doing all the steps below?
Topic ideas: How will you come up with a list of frequently asked questions or topics? Will you create them as questions come up in your office or will you use your website analytics tools like Google Search Console to get more insight into consumer searches?
Lighting: Is the space that you’re going to shoot in adequately lit? Do you have a window that provides nice natural side lighting along with your overhead lights? Do you need to buy a 3-point lighting kit?
Shooting: Will you be shooting video on your smartphone, with a digital camera that has video capability, or with a video camera? Do you have this equipment available already, or will you need to borrow, rent, or buy something?
Editing: Will you be shooting in one take, editing with basic or free tools, or using pro-level software so you can add graphics, royalty-free music, and B-roll footage? (Don’t forget to include your logo and contact info in front and end frames.)
Uploading to YouTube: When you’re finished editing and ready to share your video, do you know what to do? Do you have a YouTube account? Do you know how to optimize your video to help it show up in search results? Do you know how to add text transcription? (This is how search engines can understand your visual content.)
Schema: To have a chance in search results, you’ll need to add schema markup for the title, description, thumbnail, and URL for each video (specifying the video player and/or video file). Google has a page describing what it expects from schema markup for videos and allows you to validate schema markup with the Rich Snippet Testing Tool.
Sitemap: While Google’s crawlers will discover videos on your site on their own, you can enhance discovery of site-hosted videos by creating a video sitemap and submitting it to Google Search Console.
|Page 1 Solutions Director of Account Services Shannon Montoya and Senior Internet Marketing Consultant Samuel Solis stand with our client Bill Nettles at his video shoot. Mr. Nettles is a criminal defense, personal injury and whistleblower attorney in Columbia, South Carolina.|
If you’re ready to add video into your marketing strategy, what you do and how you choose to do it will depend on your business goals, the competition in your market, and your audience’s needs and expectations.
If you are interested in how video can help your practice, contact one of our sales and marketing consultants at 800-368-9910 to learn more about creating a video marketing strategy.