going viral & getting new patients with video marketing

July 12, 2016

Going Viral & Getting New Patients with Video Marketing

Proprietary + Confidential 7/12/16

Going Viral & Getting New Patients

with Video Marketing

Surefire Social is the #1 Local Marketing Cloud for Optometrists

Local Marketing Professionals

“I need better/easier coordination of activities

across channels and data to prove ROI”

Think of Surefire Social when…

● You need more patients through digital channels

● You have no website, you hate your website, or you’d like to improve your website

● You need your practice to be in all the places your patients are looking for you

● You need someone to help guide your marketing

TODAY’S SPEAKERS

Alan GlazierCEO & Founder of Shady Grove Eye and Vision Care

Mark RoosEnterprise Account Manager | BetterVideo




Multi-Property video strategy is a MUST

81 Million Unique Viewers


Proprietary + Confidential


TOP 3 ONLINE VIDEO PROPERTIES

7/12/16



210 million people(65% of the population) will watch digital videos in 2016.

Sources: eMarketer 2015


VIDEO SUPERCHARGES DIGITAL MEDIAGoing Viral & Getting

New Patients with Video Marketing


Visitors who view video on a website stay 2 minutes longer*

44% of consumers made a purchase after viewing an online video**

Sources: * comScore 2014; ** Thrive Analytics, 2014 & 2015 Small Business Advertising Surveys

VIDEO ENGAGES WEBSITE VISITORS

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41% higher click through rate for listings and search results when video is included.

Sources: aimClear 2014

VIDEO OPTIMIZES ONLINE SEARCH

7/12/16



Proprietary + ConfidentialSource: * Hootsuite 2014, ** Animoto 2013

Videos are shared 1200% more than links or text combined

89% are likely to share a video if they consider it informative**

VIDEO BOOSTS SOCIAL SHARES

7/12/16




Source: Forrester Research 2009

Video is 50X more likely to get organic page rankings on Google than plain results

VIDEO MAKES SEO RESULTS SKYROCKET

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Emails with embedded

videos received 55% higher revenue per email and 50%more clicks compared to emails with no embeddedvideo.

Source: Experian 2013. * Brainshark 2014 **Animoto 2014

VIDEO GET EMAILS OPENED AND ACTED UPON

7/12/16



(add title of deck in master view)

Proprietary + ConfidentialSource: LiveClicker 2015.

Service Providers who have added product videos saw a 91% increase in conversion.

VIDEO GETS “CASH REGISTERS” RINGING

7/12/16





Book Appointment

Using video on promotional landing pages can increase conversion by 80%

VIDEO MAKES LANDING PAGES CONVERT

7/12/16




Develop the right strategy with video


Who is your patient

Where is your patient

What is your patientsearching for

OUR GOALS FOR TODAY

7/12/16




Most effective types of video


Business Overview

Product Video

Call-to-Action

Testimonial Video

Social Video

7/12/16

OUR GOALS FOR TODAYGoing Viral & Getting



Ensure your customers see that video


Right Device

Right Online Property

Right Time

7/12/16




Win new patients with video


Form fills

Phone Calls

Appointments

Referrals

7/12/16



The Solution Video Provides for Your

Patients



Digital video is the most engaging way for your customers to connect with you

Your patients demand video

Your patients expect video

Your patients are searching for video

WHY VIDEO?

7/12/16





Introduce your business & share what makes it special

Why are you different

What makes you better

Why should they choose you

7/12/16

WHY VIDEO?Going Viral & Getting




Tell your story, in your words

Provide exceptional service

Fast, friendly, professional

Use the latest technologyor treatments

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Visually familiarize new customers with your location & staff

Create trust

Show you’re a real business

Show your human side

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Showcase new products, seasonal sales & services

Set yourself apart from your competitors

Latest treatment / equipment

Plan for 6 or 12 months

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Share powerful customer testimonials & reviews

Happy patients makegreat testimonials

Patients are looking for

credibility

Reviews help your SEO

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8 Tips for Developing the Right Strategy

With Video



Identify what your video strategy goals are

Are you looking for patients

Are you promoting your brand

Are you trying to differentiate your practice

Tip 1

8 STRATEGIC TIPS FOR VIDEO

7/12/16





One video is not enough to stay relevant

Commit to creating video

Your patients prefer video over reading

You need different types of video

Tip 27/12/16

8 STRATEGIC TIPS FOR VIDEOGoing Viral & Getting




Ensure you’re creating content with multiple intents

The same video won’t work for all your needs

You need video that your patients are searching for

Tip 37/12/16





Video length is very important

Keep it short & sweet

Generate enough interest

Cut out the fluff

Tip 47/12/16





If your video isn’t performing delete it

Dial in your message

Test different types of video

Don’t create doubt

Tip 57/12/16





Release your video on a schedule

Organic SEO benefits

Google loves new videos

Keep patients engaged

Tip 67/12/16





Make sure your video titles are searchable

Best practices for SEO

Your patients want specific video

Do key phrase research

Tip 77/12/16





Consider outsourcing video production

Maintain high quality

Save time

Hire professionals

Tip 87/12/16



Most Effective Types of Video

Business Overview Video

Convey credibility


Tell your story

Showcase your location & staff

MOST EFFECTIVE TYPES OF VIDEO

7/12/16

Latest

Technology



Product Video

Where can I buy it



How does it work

What does it look like



Call-to-Action VideoSpecial offers



Create a sense of urgency

Seasonal promotionsLatest StylesArriving Daily!

Contact lenses 50% Off in July!Book Your

Appointment

NOW!



How-To VideoProvide value

Showcase your knowledge

Solve a problem


Video Makes the Sale

7/12/16


Testimonial Video

Brand champion



Add a personalconnection

Provide validation



“They made

me feel like

family”

OrtezOptometry

Social Video

Don’t sell, offervalue



Give your brand personality

Keep it light

Top 5 Things To Consider Before Lasik




WANT TO GO FROM 0 to 60? Talk to me

Have you taken all the steps necessary for your digital marketing?

I can provide you with an assessment of your digital marketing and how video fits in.

Let’s talk.

Lauren [email protected]

2016

VIDEOS ARE PART OF YOUR DIGITAL FOOTPRINT


www.yourdomain.com

/SurefireSocial @surefiresocial Surefiresocial.com

THANK YOU!

going viral & getting new patients with video marketing

Small Business & Entrepreneurship