It’s a challenge to stand out from the crowd In the aesthetic arena – competition is fierce and prices are continually squeezed. to make your mark, you need to keep your eyes open for all kinds of marketing opportunities and the next big thing is video marketing.

Marketing comes in all shapes and sizes, and every day there are large and small opportunities to push and promote your clinic. One such opportunity is video marketing, which can provide your business with a winning approach by cheaply and effectively showing potential patients what you offer, how well you offer it and letting them know you can be trusted.

Today’s technology-driven market may seem overwhelming, and this is often true as you try to work out what to do with a hashtag or a friend request! However, the flipside of this is that technology has also made video marketing easier than ever before.

Video marketing is great because it gives you the ability to actually show your potential customers around your clinic, convey your charm and charisma, as well as entertain and reveal essential information to people interested in seeing real people have treatments or talk about why they like you.

The main obstacle to creating effective video marketing is actually starting. Many people think they have nothing to film, wonder what to say and find it difficult to think of a ‘narrative’. The good news is that every day in your practice you are dealing with interesting, human stories that a wider audience want to watch! Every patient you treat has a story:

  • Why did they want that treatment?
  • How did the treatment feel?
  • What did their friends and family say?
  • Would they do it again?

These human stories are what make great viral marketing videos.

Another stumbling block could be the actual filming. No one wants to create a video which doesn’t show off their beautiful clinic in the best light possible. As you create content for video marketing purposes, try not to obsess about production values – you don’t need to spend thousands of pounds on a clip to rival Hollywood. In fact, some of the more basic videos actually work better in reassuring your potential customers that you are down-to- earth and ‘gimmick-free’.

Good content and production is important, but it is only useful if people know the video exists. To maximise your chances of people watching, you should keep your messages clear. It is easy to veer off topic when you have not prepared properly and when you feel like you need to show off everything you offer. Develop an outline of your video before you start shooting it and decide what you are going to portray as your unique selling point.

Don’t do everything yourself. It can be difficult to come up with interesting ideas and angles for ongoing video marketing so ask friends and co-workers for thoughts. Marketing companies, such as HandiMedia, often have specialist video production departments who can guide you through the process and take the strain out of it.

What you want to achieve is a video which gives potential customers a more personal look at your practice. Shoot videos of some behind-the-scenes action at your company, including things that might make viewers chuckle. Many people like seeing the personal end of your services or business.

Finally, remember that one of the greatest benefits of video marketing is the ability to interact with potential patients. You can respond to questions in videos instead of in print and this is a very engaging mode of communication that your viewers will appreciate. You can film testimonials from satisfied patients or record your staff talking about working in your fantastic business. These type of videos are very effective because viewers see real people and what they say becomes more trustworthy.

Try it today and see what extra customers you can attract. AMP

5 tips for success

TIP 1 Production value doesn’t have to be the most important part of your process. You should be more concerned with getting the correct content which conveys the right tone for your clinic and personality.

TIP 2 Always provide some type of call to action at the end of each video. Let people know how they can contact you about a treatment.

TIP 3 Are you regularly being asked something about your procedures and treatments? create a video with the answer inside and post it on your website and social media.

TIP 4 Try asking questions when you end your videos. You want your viewers to get engaged socially with your videos.

TIP 5 Look at videos that your rivals make and learn from their mistakes!

Stephen Handisides
Stephen Handisides
Managing Director,
My Face My Body


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