How to Use Video to Help Grow Your Practice (Part Two)
by Bob Main - Web Presence Coach/Consultant
Published April 2015
This is Part Two of a two part series on “How to Use Video to Help Grow Your Practice”. In Part One, we talked about how videos can be a great way to get visitors to a website to engage with the content instead of just looking at the website content. As a result, they will stay on the site longer, be more likely to remember the website and form an “electronic visual bond” with the practice. Specifically, we detailed how to make a video about the practice (called Practice Introduction Video), which will have a short interview with the doctor and/or a tour of the office. (Read Part One here).
In this article, we want to discuss Education Videos. The purpose of this type of video is to educate viewers about eyecare and eyewear related topics. Examples of different types of educational videos are:
Explanation of the anatomy and functions of the different parts of the eye
Explanation of various eye diseases or conditions
Demonstrations of lens products, such as high index or AR treatment
A review of an eyeglass frame showing the features and benefits of that frame
- Short video of an ECP doing a how-to explanation, such as how they adjust frames or determine face shapes
These videos are typically placed on a special section of a website (i.e. labeled Education Library). It is a good idea to have references to specific videos in content in other parts of the website with hyperlinks to that video. This not only lets website visitors know that the video content is available on the site, but promotes more engagement (encourages website visitors to click on something). Search engines love to see internal links on a website and as a result will reward you with improved search engine results.
It is also a good idea to put educational videos on social media sites. This can be done as permanent content on the site and/or as a post. A good place to put these videos, for example, is on Facebook tabs. Did you know that you can have internal pages on a business Facebook page? These internal pages can be found by clicking on the Tabs section of a Facebook timelines layout (see inset). These tabs are a terrific place to put videos, especially educational videos. Use a third-party software company, like www.Tabsite.com and www.Canva.com, to create the content for a Facebook tab (or internal page) and then automatically upload that page to your Facebook page.
Examples of Educational Videos - Here are some examples of practices that are using educational videos on their website:
- Schaeffer Eye Center – This multi-location optometric practice in Alabama uses a combination of professionally developed videos and doctor-produced videos. Click here to see how they have created an entire educational library of videos to describe common eye conditions.
- Barnet-Dulaney-Perkins Eye Center – This busy multi-location practice in Arizona uses video in several ways on their website; Video Education Library, patient testimonials and doctor interview format. Click here to visit the site and see how they are using video to communicate and educate.
- Dr David Chang – This MD practice specializes in the treatment of cataracts. This website has a video about cataracts that starts playing as soon as you come to the home page. Click here to see how Dr Chang uses video to start the education process as a cornerstone of his website.
How/where to get educational videos –There are several sources for Educational videos:
- Professionally produced – There are several companies that have professionally produced educational videos available to put on your web properties (subscription based). One is EyeMaginations. They have a wide selection of videos on a variety of eye care topics. You can customize which videos show up on your website. Another company that has professionally produced videos is Glacial Multimedia. They specialize in doing customized videos that can be used for educational content. Click here to see how they produced a customized educational video for Thomas Eye Group.
- Vendors – Frame and lens vendors are a great source to get professionally developed video content that can be embedded on a website or social media platform. Typically, they will have the videos posted on their YouTube channel that you (or your webmaster) can embed on your website. A great example of non-commercial educational videos that are available from a vendor is the YouTube channel, Eyeglass Guide. This channel has several videos professionally produced by Transitions™. Click here to view their channel. You can also see a short video on how to embed a YouTube video on your site by clicking here.
- Do-it-yourself – There are many examples on YouTube of how easy it is to create a video without expensive equipment or video production experience. The key is to do a bit of research on how to shoot a non-professional video and then simply go for it. After you have shot and edited the video, upload it on YouTube (or other video platform such as Vimeo.com).
To get several tips on how to shoot a video yourself, watch this YouTube video.
Click here for samples of “home-made” educational videos that have been created by Harvey and Lewis Opticians and that are on their YouTube channel.
A few additional tips –
1. As mentioned previously, one reason to use educational videos is to get the attention of search engines so they will show your educational content high in search engine results. However, the search engines cannot tell what the topic/content of a video is unless some special coding is put in the website HTML code (i.e. ALT tags, video sitemaps, etc.). It is best to work with your webmaster to insure all of videos are properly identified with this backend coding.
2. You don’t need expensive equipment to shoot videos yourself. In fact, the cameras on the latest versions of smartphones are pretty good and can be used if special attention is paid to the audio part of the video. Read this article to get some tips on using your smartphone to shoot educational videos.
3. Use an editing program to put that final touch on your self-produced video. There are many great video editing programs, but most can be expensive and complicated to use. I have used Camtasia by Techsmith for years and have found it to be easy to use with all of the editing features necessary to produce a quality video. They have a trial period to make sure you are comfortable with the program before committing to purchase it.
So there you have it. Educational Videos can be a powerful addition to your website or Facebook page. And you can spend as much or as little as your budget will allow to be able to get great educational video content. So give it a shot (pardon the pun), do some homework by using the resource links in this article and start using educational videos to help grow your practice.
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