Table of Contents
Key Takeaways
- Consistently creating videos improves SEO and online visibility.
- Buying video production in bulk through a retainer saves you money with discounted rates.
- Investing in marketing videos is a long term game, as the cumulative effect continue to generate value and ROI over time.
- To get the most value from video investments, you should have a video distribution strategy, track metrics, and repurpose videos into different formats.
- When evaluating production companies, consider the quality of past work, types of videos produced, reviews and testimonials, and industry experience.
- To plan a video strategy one must aligning the topics and themes of their videos with their overall objectives.
Benefits of Having a Consistent Video Presence
Producing and publishing multiple new marketing videos each month provides many benefits that can impact your growth. An ongoing presence on video platforms like YouTube helps with Video SEO and visibility on YouTube and Google Search alike.
Article: Everything you need to know about the world of video production.
Regularly posting fresh content signals to Google that your practice is active and provides value to people searching for a specific service, which affects your rankings.
Staying top of mind is another advantage of consistent videos. People tend to have poor memories, so if you want them to remember your brand when they need a solution, you must continually nurture that relationship through fresh and updated content. Long are the days where you produce a video that will stay relevant and useful 5 years from now.
Education is the primary purpose behind most marketing videos. By creating a library of videos, you help visitors make educated decisions. Videos bring your expertise to the people who are actively looking for it.
Consistent professional video content brings immense value through trust-building, better SEO, brand awareness, and education for patients, all of which can fuel your growth over time. The key is having a long-term vision and commitment to produce videos on a regular basis.
Cutting Costs or Cutting Corners?
Let’s Break it Down With An Example
Producing two new marketing videos every month, on a project-by-project basis, can become expensive. Let’s break down the costs:
– Hiring a professional videographer to shoot high-quality video can cost $2,000 – $3,000 per production day. For a 3-5 minute edited video, you’re looking at $3,000 – $5,000+ per video when including editing time.
– The videographer will likely bill for their own 4K professional camera and lighting equipment rental and transportation, which could be $1,000 or more per shoot. But this is usually included in the quote.
– As the owner, you’ll need to invest your own time to plan out each video concept, reviewing quotes from multiple vendors, assessing video companies, etc. This can amount to 4-6 hours per week minimum when you add it all up. Your time is extremely valuable as a practice owner, so this is a major hidden cost.
When you produce a new marketing video every week, on a per-project basis, costs can easily total $3,000 – $5,000+ per video. That’s $72,000 – $120,000 spent over the course of a year! Clearly this is not a very cost effective or efficient approach.
The Smarter Approach: Buying Video in Bulk
Most video production companies offer monthly payment plans and bulk discounts to lock in lower rates. Instead of paying a la carte pricing for each new video, you can purchase a package of 10, 25, or 50+ videos and pay monthly. This enables you to get deeply discounted prices, often 40-60% off the single video rate.
For example, if producing two 3-minute educational or branding video each month costing $2,000 per video, that’s $48,000 for a full year of weekly videos. But if you purchase a 24-video package upfront for $30,000, your cost per video is only $1,250 instead of $2,000. You save $18,000 overall and still have the same consistent video presence. That’s a cost saving of almost 37.5%.
Monthly payment plans allow you to spread out the package price over 6, 12, or 24 months. So that $30,000 package could be split into 12 monthly payments of $2,500. This makes the large upfront investment more affordable.
The takeaway here is that buying videos in bulk secures discounted rates and locks in more savings long-term. You reduce expenses while still sticking to your monthly video content schedule for an entire year. It’s a smarter financial move than paying full price each time.
Budgeting Wisely for Long-Term Results
Many practices make the mistake of trying to penny pinch when it comes to investing in marketing such as videos. They may try to cut costs by only producing one video per quarter rather than consistently each month. This short-sighted approach often ends up costing more in the long run.
Videos and other marketing tools function as assets that accumulate value over time. A consistent library of video content builds authority, trust, and engagement with both current and new patients. The more videos you have, the more opportunities there are for current and future patients to discover your brand.
Rather than focusing on the upfront costs, it’s important to view marketing investments through a long-term lens. Consistently producing videos may require a larger upfront investment, but this enables substantially discounted bulk pricing. And the cumulative effect of those videos will continue paying dividends for months and years after production ends.
Getting the Most from Your Video Investment
Just producing high-quality marketing videos isn’t enough. You need to have a video strategy to distribute and promote your videos across multiple platforms to get the most value from your investment.
Begin by sharing new videos on your website, blog, and social media channels like Facebook, Instagram, and YouTube. Highlight the videos in email and newsletter campaigns as well.
Closely track metrics and ROI across all platforms. See which topics, lengths, and formats resonate most with your audience. Use these insights to refine your video strategy.
Repurposing video content into other formats extends its reach and shelf life. For example, convert videos into blog posts, infographics, presentations, or audio podcast episodes. Upload key sections as short social clips. Turn transcripts into Q&A articles.
Key Factors When Evaluating Video Production Companies
When comparing video production companies, there are several key factors to consider beyond just cost. These include:
Quality of Past Work
Review examples of videos they have produced for other dental practices. Look for high quality camera work, lighting, audio, editing, motion graphics, and overall production value. Also keep an eye on editing skills, pace and rhythm. Videos should have a polished, professional look and feel that reflect the quality of care you provide.
Types of Videos Produced
See if they have experience producing the types of marketing videos you need: testimonials, FAQ videos, company overviews, virtual tours, procedures, etc. If they do great commercials, this does not mean they’ll produce a brand video your patients will watch.
Reviews and Testimonials
Companies that have good reputation should have great reviews and client testimonials speaking to their professionalism, quality results, and overall experience. These provide social proof that they can deliver. Beware of fake reviews, and always cross-check their social channels to confirm this.
Experience in Your Industry
While not 100% necessary, it’s ideal if a video company has specific experience working in your industry. They will understand your goals, challenges, terminology, and how to best connect with your doctors and patients.
Focusing solely on price could mean compromising on production quality, expertise, and results. Keep these factors when looking for the right long-term video partner.
Planning an Effective Video Content Strategy
When planning out your video content calendar, first look at your overall objectives and how video content can help achieve them. Do you want to boost brand awareness? Generate more leads? Increase customer retention? Align your videos to support these goals.
You should also map out topics and themes in advance so your videos work together to tell a cohesive story over time. Think about creating different video series around common customer questions, procedure explanations, staff introductions, practice updates, and so on.
Include a strong call-to-action, strategic keywords, keyword specific meta descriptions, and interesting thumbnails. Most video production companies can help with tags, titles and descriptions as well. Work closely with your video partner to plan an intelligent video strategy that can maximize your investment and produce results.
Wrapping Up
Producing marketing videos on a weekly basis can get very expensive very quickly when paying fully-loaded rates. While initially cheaper, this approach lacks consistency and a long term vision. Have a strategy, buy videos in bulk, and save time and headache.
The smarter solution for practices is to instead invest in bulk video production. By purchasing a package of videos at once, businesses can secure heavily discounted pricing and pay over an extended period of time. This enables having fresh video content ready to go each week, with more budget flexibility.
Ultimately consistency and having a long term vision are more important than just pricing. Practices that only focus on short term savings may regret it later, when they’ve already spent so much on paid ads that don’t work. Investment in regular marketing videos pays dividends over time by establishing a visual brand, nurturing patients, educating them, and overcoming competition. Rather than evaluating cost alone, weigh the bigger picture benefits that a video strategy can provide to your practice.
Zach Nassif
Zach is the sharp-shooting force behind Memory Mill Media, producing fearless videos that pump out bigger profits for doctors, dentists, and lawyers. He doesn’t sugarcoat anything: his content hits hard and leaves rivals in the dust. Ready for next-level impact? Zach's got the camera, and the guts, to make it happen.