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How to "Get Your PT Online Marketing Right"
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Video marketing is one of the most popular marketing tools because it is a great way to promote your business. But it’s not just for retail businesses. Video marketing for physical therapists is also an affordable marketing channel to reach your local community. Consider these stats when it comes to video, consumers, health care information, and the Internet:
- 87% of adults use the Internet. Pew Internet
- 72% of internet users say they looked online for health information within the past year. Pew Internet
- 52 percent of consumers say that watching product videos makes them more confident in online purchase decisions. Invodo
75% of smartphone owners watch videos on their phones; 26% at least once per day. B2Community
Want a couple more reasons why you should use video marketing? How about these: not only are videos inexpensive to make, but once you post them on the Internet, they are there forever. Just think, a video you post today could still send traffic to your Website and growth to your business years from now. Also, we all know that social media is obviously here to stay; so make it work for you. Video has quickly become a must-have on social media networks. How many viral videos have you seen this week?
Here are three tips to make it easier for you to add videos to your marketing plan.
Define your goals and metrics.
You have to make sure everyone expects the same things from the video you are producing. For example, let’s say that the practice owner wants a straight-forward advertisement that the value of seeing a physical therapist first, but the video developer doesn’t have any idea what physical therapy is like (e.g. PT is like massage, or chiropractic, or personal training). Now you have a problem. Make sure everyone has the same expectations by asking questions like:
- Should you make several short videos on a specific topic?
- Will the tone of the videos be funny and entertaining or more formal?
- Is the goal to promote your company and services or to include other things like industry news or interviews with recognized experts?
Your team has to define the metrics that will tell you whether or not the video is a success. These metrics are things such as the number of views, number of shares, number of likes, whether it goes viral, how much traffic increases on your company Website, or any increase in sales.
Include a call to action.
It is easy to have a call to action (CTA) in print. In most cases, with a service business like physical therapy, the CTA is your phone number. With a video, you need a clearly defined CTA that people can see (such as putting a phone number or URL on the bottom of the screen) and hear (such as saying, “Call 888-555-1234 now to schedule.”). Add an end-screen or outro to your video that shows your company name, logo, phone number, Website, and any other necessary information.
Here’s an Example of a Video with a Call to Action
Share your video across social media.
According to Entrepreneur, “In 2014, YouTube officially became the second-largest search engine, with over 300 hours of content uploaded every minute, and those billion unique visitors watch more than six billion hours of video every month.” Now that’s the power of social media in action!
There are so many ways to use social media to your advantage. Post your video to YouTube and to your company Website. Then tweet and retweet the URLs again and again on Twitter. Upload the video to your company LinkedIn page, and invite people to comment on it. Ask your employees to promote the video to their social media network. That one video has made its way across four platforms in no time at all.
If you are going to be on the Web and use social media, then you also have to think about how people might search for your video (Video Search Engine Optimization or VSEO). Make a list of the keywords to use to get your video at the top of every major search engine’s results page. Plan the content of your video around these keywords. You might be surprised to see your video rank like this one.