A Guest blog from Deploy Dental. The opinions expressed are from Deply Dental not Dr. Larry Emmott. However I believe it is valuable for dentists to get various takes on technology issues in order to make good technology choices.
By: Deploy Dental
YouTube is a powerful and interactive way to share your business with potential clients. However, (as is often the case with Social Media) without proper execution it can easily turn into wasted time, producing videos that are seen by very little of your target audience. In order to make this a viable marketing opportunity for small businesses, this article will discuss some simple tips for maximizing your YouTube exposure. Although the principles can be applied to almost any product or service, specifics will be discussed in the context of dentistry.
Before you ever pick up a camera, perhaps the most important first step is to do some research on your competition. There is no sense in making videos on topics that nobody cares about, so see what has worked for others in your industry. Typically for a dentist, these are instructional how-to videos, or clips that explain new equipment or technology. And remember, you don’t need a million views to consider it a success. A few hundred or even dozens of views can be a very successful video if those views were all made by potential patients.
2. Producing the Video
One misconception that discourages many from utilizing YouTube is the belief that their videos need to be “professional” quality. In reality, that is simply not what people expect to see. Most YouTube videos aren’t made on a soundstage or with special effects, they’re made by amateurs with one camera, just like you. Aside from those concerns, clips should be as short as possible with a clear message conveyed to the viewer early in the video.
3. Place Appropriate Keywords
Place all the appropriate keywords for the topic of your video within the title, description, and tags. For businesses such as dentistry, you can also help local patients find your videos by including the location of your practice.
Additionally, when you’ve found similar competitor videos that have been successful, copy the tags they’ve used and place them on your own video. This way, when someone views their video, there is an increased possibility that your video will be displayed under related ‘suggestions’.
4. Make Video Responses
This tip again utilizes some of the research you should have already done on a competitor’s successful video. When you cover a topic that is similar or that related to one of these successes, make yours a ‘Video Response’. This is a great way to capitalize on their traffic because anyone viewing their video will be exposed to the link to yours.
5. Create a Playlist
A playlist is another great way to use other videos’ traffic to bolster your own. Create a new playlist and add your video. Then add several related videos from competitors that cover similar topics. Just as with the example of ‘Video Responses’ discussed above, any person viewing the popular competitor videos will be exposed to the similar videos you’ve selected for your playlist, and will be much more likely to click your link.
6. Pick a Thumbnail
This is a very quick and easy tip, but it’s also one of the most important. Under ‘My Video’ select ‘Edit’ and then choose a thumbnail for your video. Be sure to select the most unique or interesting frame from your clip because this small preview is the only visual representation users can evaluate when deciding whether or not to click.
7. Customize Your Channel
Think of your YouTube Channel as just another homepage for your business. As such, you should customize it accordingly with images that appear professional and that represent you. Additionally, include any basic information about you and your business, and include a link to your website, blog or other Social Media accounts.
8. Cross Promote on Your Networks
Whenever you post a new video, make sure you tell everyone who is already involved and interested in your network. Write a quick post on Facebook, Twitter, your blog, and embed the video on your website. In these posts be sure to encourage people to share it with their friends as well.
9. Make a Call to Action
You never want to overwhelm a viewer with a sales pitch, but there are plenty of opportunities to subtly and politely give a call to action. At the very end of a video, in the description, or even in a text overlay while the video is playing, simply ask to be followed on Twitter, become a fan on Facebook, or visit your Channel for more videos.
10. Engage Your Users
One of the most cherished aspects of YouTube is the ability for users to leave their input through the comments section, and it is even more appreciated when discussions arise with the video owner’s participation. Whenever there are comments left about your video be sure to engage your users to let them know you’re staying involved, that you’re thankful for their time, and that you’re available to answer questions or give advice.