Dos And Don’ts For Vlogging

Are you currently vlogging in your Private Practice?


Give yourself a pat on the back if you are, and if you’re not, make 2021 your year to using vlogging your most powerful tool to market your Private Practice.

Here are my dos and don’ts tips for Private Practice vlogging success:

 

Don’t wait to start.

You knew I was going to say this, and it’s not just because vlogging has transformed my business, it’s also because it can also transform yours.

There are huge stats to prove that video should be your primary marketing tool:

Viewers of video are more than nine times more likely to retain the message than if they read it in text form.

Mobile video consumption rises by 100% every year

Video in social medial is 1200% more likely to be shared than text and images combined.

64% consumers make a purchase having watched a branded video

Website landing pages with video on them are 53% more likely to rank on page one of Google.

When a potential patient (or a potential referrer) lands on your website and watches a video of you, a connection forms.

It’s as if they feel like they already know you, before they’ve even met you.

This kind of medium is highly effective in converting ‘researching’ patients into actual patients who book in with you. They get to see you, hear you, and trust grows.

If you’re not on camera, you’re missing a trick.

Many Clinicians in Private Practice resist getting on camera, or if they do, it may have been a filming process set up by the private hospital that they work at. And it was probably a bit corporate and a bit of a snore fest.

This is your chance to get ahead of your competitors – especially if you’re working in a crowded clinical area (such as orthopaedics, osteopathy, cardiology, oncology or physiotherapy).

 

Do buy yourself a decent microphone but don’t worry about a fancy camera (yet).

All you need to film is a smart phone, but a decent lapel microphone will really boost your sound quality. I’d recommend a Rode Smartlav+ or a Shure MVL/A lavelier microphone – both are about £50. Carry it with you wherever you go, so that you can make a short video segment whenever the moment grabs you.

 

Don’t try holding your phone for long.

Stick your phone on a tripod (e.g. a Gorillapod, or Manfrotto Compact Light Smart Tripod) and record with natural light shining onto you. Don’t be a window silhouette!

 

Don’t be put off because you’re not perfect.

Editing is easy if you’re not a one-take wonder. Whilst it’s great if you can press ‘record’ and film the piece in one-go, take the pressure off by allowing yourself to record in segments. Press ‘record’, then pause, smile, and then begin speaking. That way, you’ll give yourself little spaces to make a cut when editing. Want to learn quick and easy editing? We’ll be covering this next time.

 

Do plan out what you’ll say, ahead of time.

I’m not a great fan of scripts, but they do work well for some people. Most of us get on better if we keep in mind a few key points we want to make, and then speak naturally to the camera, as if we were explaining something to a member of the family or a patient.

Rather than holding a piece of paper in your hands, why not tape a list of the key points to the side of your tripod, or, the side of your screen if you’re using a webcam. Glance at the notes, look back at the camera, pause, smile and then talk. In time this will become second nature (it has for me!).

 

Do make a video content marketing plan.

This is something I’m super passionate about. So how to you go about it? I like to break the year up into quarters and then attack the first quarter. You’re going to be putting in some key dates to spark ideas for the kind of video content you should be providing.

 

Ask yourself the following:

What will be happening in your Private Practice in 2020? Are you opening a new clinic, starting a new kind of service (e.g. robotic surgery or work-station assessments in corporate environments?).

Are there seasonal events that occur in your clinic life (for instance, treating skiers in January, and marathoners in the spring), and what awareness days might be relevant to your specialty?

Can you produce a vlog to answer questions or problem solve for your patients? One way to come up with a question to answer is to open up a Google search and start typing. For instance, you could begin typing ‘hamstring injury’, and Google will prepopulate a list of the kinds of things people are searching for (e.g. ‘hamstring injury recovery football’). What you want to do is avoid doing is producing a vlog that doesn’t appeal to your patient population.

Aim to produce a regular piece of content – ideally weekly but aim once a fortnight that’s all you can manage.

 

 

Do remember to start strong and finish strong.

Don’t lose the viewer in the first few moments. Keep them captivated. Say a quick ‘hello, I’m Joe Bloggs’ as introduction, and then go straight into the asking a question.

For instance, ‘Are you struggling to make up your mind about whether or not you should undergo surgery for your torn ACL?’

Finish with a call to action, and it helps to have rehearsed your finishing sentence so that you can ‘reach’ for it if you feel yourself fizzling out. A call to action could be encouraging the viewer to check out a link on your website to further useful content or booking in to make an appointment with you.

Don’t ‘sell’ everytime. Gain people’s trust by being a useful resource first.

 

 

Don’t forget that the video is for the patient.

Too many Clinicians make the mistake of recording a lecture-style video that is aimed for their peers, not for the potential patients they want to see.

Remember patients are searching for answers to their questions, so don’t bore them to death with your viewpoint on the ‘fascinating’ world of pemphigus immunoglobulin nomenclature.

 

 

Don’t forget to liven up.

Video has a funny habit of slightly flattening our personality, and if you’re also a little bit nervous about speaking on camera, it an often make you come across as a bit ‘stiff’.

A good tip is to ‘ham it up’ just a tiny bit – like adding just 10% more verve or exuberance. We’re not talking about going over the top, pantomime-style, but imagine yourself being your most cheerful, animated self on an especially good day. A glass of wine can help too ; )

 

 

Don’t lose the key message.

Each video should have a key aim. You’re not trying to teach the viewer an entire curriculum, you’re trying to help them understand a key issue (such as deciding whether or not to undergo ACL reconstruction).

Aim to either help them come to an important single understanding, make a decision, or change a behaviour. Keep it singular, and then they will be far more likely to recall the message, and, importantly, you.

 

 

Don’t forget to transcribe and caption your video.

A recent survey found 85 percent of people watching video on Facebook do so with the sound off.
That means, you’ll get far more viewers if you caption the video. Additionally, transcribing the video and offering up the words as well as the video will enable Google to crawl the content, which is great for SEO.

How can you transcribe and caption the video? Rev.com makes this easy and cost efficient. Both transcription and caption file production cost just a dollar per minute.

The captions come in the form of an ‘SRT’ (SubRip Subtitle file), and when it comes to using your video on social media, you can upload the SRT file along with your video. You can also do the same with Vimeo, when it comes to hosting your video on your website (see below).

 

 

Don’t forget to make the best use of your video by making it go further.

You’ll have invested time and effort into creating your video, so you’ll want to make sure you get the maximum out of it. Think 20% of effort being video production and 80% being ‘repurposing’ your video.

It’s important to remember that the majority of your video should have a home on your website. If you’re wondering how to house it there, have a read about Vimeo:
https://www.privatepracticeninja.co.uk/how-to-use-…

Google will take a week or two to index your transcribed video. That’s important because if you were to cut and paste your entire transcription into a long form social media post, e.g. on LinkedIn, you need to have allowed Google to have ‘seen’ it on your website first. That way, the SEO credit goes to you, and no LinkedIn.

Once your video is live on your website, you can message it out to the universe. If you have an email marketing system, cut and paste your content into an email (you can include the link to either your website or Vimeo for people to watch the video).

Next, jump onto your social media platforms. point your followers over to your website to watch and read your new video content. Think of these as being ‘teasers’.

Ask yourself how people communicate on the different social platforms. E.g. if you make an Instagram story, it’s going to need to be different to a LinkedIn post.

 

 

Don’t forget to review how well your video is performing.

For example, if you’ve used Vimeo to host your video, you can go look at the data in the ‘Analytics’ dashboard, which will give you information about how the video was viewed (on a mobile versus desktop), the number of views for an individual video, and how much of the video was lost.

Reflecting on your data will enable you to make better and more engaging content, and don’t forget to look at the views and engagement that you have on your social posts relating to that video.

 

 

If you’re starting out now, you may be thinking, what kind of video should I be making?

First of all, you should focus on getting some key pieces of video content on your website – when we’re filming with Clinicians we call this ‘cornerstone content’.

A video for each of the niche areas or conditions that you treat

An ‘about page’ video, which speaks to the patient’s problem, and how you are well suited to be able to help them (we’ll cover this a further blog)

A ‘home page’ video which connects with the patient, reassures them that they’re in the right place, and then directs them to a next step or webpage.

Existing blogs that you have on your website. Examine them, and see which are getting the best traffic. If you’re not techy, another way to examine this is to look at what posts on social media you’ve had great engagement with.

You’re going to revamp them by adding in a video. In other words, go for the low-hanging fruit. Make even bettererer what’s already awesome, plus it takes much less effort.

And then you can get stuck into regular vlogging – with help from that video content marketing plan.

 

 

Need help with making video for your Private Practice?

Want to make great video that will bring patients to your Private Practice?

We can help.

We have the video and editing skills, the on-camera coaching skills, and the Clinical and marketing know-how to bring your Private Practice alive with video.

We can work with you to produce professional looking video for your website and marketing – get in touch for a natter:

css@privatepracticeninja.co.uk

Now it's time for you to grow your Private Practice.


 

 

                                                                               

email or call us 0207 993 6425

https://linkedin.com/in/practiceninja dojo@privatepracticeninja.co.uk