If you want your practice to get noticed online, you need video content. But what sort of content do you need? How do you connect with new clients, and how do you prove that your vision can transform their lives?
Ultimately, it’s all about trust.
If you want to build trust with potential clients, your need to understand their behaviour when they’re thinking of making a purchase. A useful model for this is the marketing funnel. There are many different versions of the funnel, but all of them follow this general pattern:
- Awareness: the first time a potential client sees your brand. The aim should be to get their attention in a memorable way and plant the seed of a thought in their mind – there’s a problem you can help them solve.
- Interest: the potential client seeks out information to learn more about how to solve their problem. This stage is all about building on those positive associations with your brand, outlining your vision and tapping into their deep motives and pain points.
- Consideration: your potential client is actively comparing products and services – and, most importantly, dental practices! This is where you give more detail about the range of products and services you offer, and show what sets you apart from the competition.
- Conversion: the moment you’ve been waiting for! Your potential client finally decides to take the leap and put their smile in your hands.
If you want to secure strong leads, you have to guide your potential clients through all of these steps. But how do you put the theory into action? Read on for the 3 kinds of videos you need if you want potential clients to choose you over the competition.
1. Get attention, build associations
This is where we start, and it’s the foundation for everything that comes next.
You’ve got to make sure that you grab your potential client’s attention in a way that’s engaging, memorable, sparks curiosity, and shows you’re a brand they can trust.
At this stage, you should be targeting a very broad audience – people who haven’t yet shown an interest in your brand but are likely to benefit from your services. They might have similar interests, demographics or locations to your existing customers.
The first few seconds of these videos are make-or-break. You’ve got to stop people from scrolling and make them want to keep watching. This is where you should focus the most time, and where we do too – to see how, take a look at our dental Reels compilation below.
Show what your brand could do for them, rather than the specifics of any product or service. The focus is on the feeling, the emotion – this is what will make your brand stick in their minds. The principle here is “show, don’t tell”: show your authority, your expertise, your values – and, most importantly, how your brand transforms lives.
At this stage, you’re focused on building the potential client’s association with the brand. They’ve only seen one example of your work, out of the blue – so, for now, leave out the calls-to-action (for example, “Visit our website” or “Book now”), but do include your practice’s logo at the end of the video. This way, when they’re ready to take the next step, you’ll already feel familiar.
2. Establish your brand promise
Your potential client has now had their first experience with your brand, and they might have started thinking about how a new, improved smile could boost their confidence and transform their life.
But they’re probably not ready to buy just yet. At this stage, they might start doing some research into the sort of treatments that are available, and they might need a bit more of a nudge to keep you at the front of their mind.
The next videos are where you establish your “brand promise”: this is about your mission, your values, and how these drive your work and lead you to deliver an exceptional service. Your brand promise can be explicit – what you say about your practice – but it can also be about what you don’t say.
Take our work with Mona Vale Dental. See below.
The focus is almost entirely on the client’s emotional journey and how they can make that as smooth and stress-free as possible, but the video says so much more. Following the clients through that journey not only shows you the brand’s values and mission in action – you feel them. That’s why this one video won Mona Vale 10-15 direct message leads in a single month.
Honing in on your potential clients’ motivations is vital if you want to connect with them. Mona Vale’s video focuses on specific problems that they can help solve – deep buying motives such as low smile confidence, and major barriers such as dental anxiety. Think how you can accentuate your own potential clients’ moments of joy and help them overcome their moments of pain.
3. Show the specifics
By this stage, your potential client is very close to making a purchase, but they might need more convincing. They’re comparing specific products and services, and they’re working out what will bring them the most value. They’re also likely to be comparing your practice with others.
At this point, you can test different types of content – for instance, the pros and cons of different types of veneers at different prices, or full arch vs single implants. This is all about managing your potential client’s beliefs and giving them options, so they can decide what will suit them best based on factors such as convenience, budget and social proof.
For instance, Infinity Dental Care’s Invisalign video shows the problem, the process and the results, and it compares Invisalign with braces train tracks. However, it goes further than the technical details. By featuring makeup influencer Gemma Isabella Lepre, the video reinforces your potential clients’ sense of aspiration – if they choose you, they could have an influencer’s smile too.
At this point, your potential client has shown some interest in your brand. As you have more of their trust, you have more room to experiment with content types. For instance, you can “retarget” videos to them: if they don’t get through the first 3 seconds of one video, you can see if another video engages them and convinces them to take the leap.
You’ve shown what you can offer – the products, the quality, the vision. Now it’s in the client’s hands. It might be a big decision, and it might take some time, but your content can nudge them to make the right choice: to book a consultation with your practice.
What kind of video content should I make?
There are countless ways to showcase your brand and generate leads using video content – in this video we made with Dr Jack Yang, the sky was literally the limit.
. Here are some formats that have performed well for our previous dental clients:
- Smile transformation videos: show your clients’ emotional journeys and showcase your services in reality TV-style clips.
- Personal Brand videos: tell your brand’s story and demonstrate how your vision and purpose sets you apart from the competition.
- Product videos: shine a spotlight on your latest product in a dedicated video to boost awareness and sales.
- Educational videos: guide patients through your treatments, or answer common search queries to boost your Google and YouTube rankings.
- Reels and TikToks: reach new audiences, build brand awareness and show off your sense of humour on social media.
For more inspiration, take a look at our portfolio. If you’d like to work with us to bring your vision to life, let’s grab a virtual coffee. Book a spot below.