Web Video Marketing: Effective Use of Free Web Video Macus Buckman, POV-Rose Media February 2010
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A few local dentists have jumped on the web video train to market their services. Smart move, Doc, because Google has tweaked its search algorithms to give higher ranking to video content. Add to that: YouTube is now the number 2 search engine right behind Google.

Of course, web video isn’t just for dentists. No matter what your profession, product or service, prospects are likely to search for it on the Web. Video, whether within your website or standing alone on free hosts like YouTube not only gives you an opportunity to engage prospects but ranks you higher in web searches.

If web video is not in your marketing mix you're missing out. A Rochester dentist has 600+ views of his 3 minute video on YouTube. That’s 600 free impressions on prospects who searched with terms like "Dentist Rochester NY". This video continues working day after day - making valuable impressions on prospects looking for a dentist - and it's FREE! Compare the cost and effectiveness of web video to traditional direct mail which usually finds its way to the garbage with barely a glance.

Looking at web videos by local dentists, some are very effective and some may have missed the mark. Ouch, Doc, be careful what you do! It can hurt more than help. I doubt you operate on yourself so before you pick-up the flip-cam and become Cecil B. DeDentist consider hiring the right professional to craft an engaging message at a quality level which reflects the quality of your service or product. After all, it’s your professional image out there.

This video with 600+ views works well. It tells a story, offers a solution to a problem, answers questions, brands the offering of “Advanced Gentle Care” and features the dentist himself. The video features good lighting, adequate graphics, camera work, and editing. It’s well compressed with smooth playback and sharp clear images. I’d consider giving him a call.

Other videos I looked at had a few issues. Some did not playback well and had poor image quality. Some had graphics that were busy and hard to read. The messaging was too much about them and not about a prospective patient’s needs. Laundry lists of services and high tech equipment, few if any questions answered. In most, the actual dentist never spoke to the viewer on camera – I never got to know them. In the end, I know they have the same equipment and perform the same services as most other dentists do, I know what the outside of their building looks like and that’s about it. Nothing unique.

Video production doesn’t need “Hollywood” production values to be effective, but it takes more than point and shoot with some editing tricks to get there.

Video can be a valuable asset in your marketing mix – especially on the Web. YouTube and other free video sites are starting points. Work with social media professionals and leverage it for your website, Facebook page, blog, email campaigns, client communications and more. Quality video … like quality dentistry...can be a painless investment which keeps paying dividends if you do it right.

Bottom Line?
Web video = higher rankings in search results
Message: Less you/more them, provide solutions, answer questions
Engage with story. What story does your video tell?
Quality of visuals and sound is important.
Web video reaches highly qualified prospects - they are searching for you!
Low cost with high impression.

Once produced and distributed on Web, cost of impression is $0

Marcus Buckman is an award winning media producer and innovator in integrating video/rich media in web 2.0 applications with POV-Rose Media. POV-Rose Media develops story-centered campaigns in video + web + social media, helping clients achieve business results with strategically targeted communications.

Email Marcus Buckman
Phone: 585-546-4150

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