Table of Contents
Introduction
If you’re reading this I’ll assume you already understand the importance of video in growing your business. That’s a crucial step, yet if you’re still wondering:
How to choose the right video package for your practice?
How many videos do you need?
Or even how to use videos effectively?
..then you’re in the right place.
Video as part of overall strategy
Video has a big impact on every stage of the client journey, from the initial discovery to the final action.
Why Video Matters
It’s important to realize that video is not just a standalone tool, but a flexible medium that can transform your entire marketing strategy.
Consider the Following Benefits of Video:
- Support your overall marketing objectives
- Enhance your online reputation
- Increase the effectiveness of your paid ads
- Energize your social media presence
Also, think about how video can:
- Empower your staff
- Streamline your operations
- Impress partners and shareholders
If you look at video from a strategic point of view, you’ll unlock the full potential of video and create a coherent, comprehensive experience that aligns with your goals and target audience.
Types of videos
I’m not going to deep dive into each of these but just to give you an idea if you’re new to video, there are a number of video types you need to know about, and how they can benefit you as a business owner.
Company overview videos for example condenses your business and its purpose in a 4 minute video.
Testimonials are cinematic client stories that build social proof.
Documentary-style interviews can humanize your business by telling the story of the people behind it.
Educational content establishes you as the expert, and shows you care.
Brand videos address your unique value proposition and communicate a specific message.
Training videos streamline onboarding and standardize SOPs across the board.
If you want to learn more about each of these, check out the relevant links.
There’s a bundle for that
Up until now we just laid the foundation, now it’s time for the good stuff. How do you figure out which video bundle is the right one for your practice?
To keep things simple, the size of your practice usually determines how many videos you’ll need. The larger your practice, the more videos you’ll probably need.
Below, I’ll walk you through different practice scenarios and help you pick the best video package based on your size.
Startups practices
You might be new to the industry or a seasoned professional starting your own practice.
With a limited marketing budget due to expenses like operations, technology, design, IT, staffing, and construction, it’s easy to ignore video marketing.
That’s why we’ve designed video packages perfect for startups, offering a cost-effective way to get started with video without feeling overwhelmed.
These bundles typically include 4, 6, or 8 videos at a better rate than producing them individually. You can either pay upfront or spread the cost over time.
Established Practices
If you’ve been in business for a while and have a steady client base but want to grow beyond word of mouth, you’re probably looking to get the most bang for your buck from marketing.
In that case, a larger video package or a retainer might be the way to go. This typically means getting 10, 12, or even 24 videos produced over 12 months, which gives you a steady stream of new content every month without having to break the bank.
>> If you want to learn more about the difference between project by project and retainers from a cost perspective, check out our in-depth guide.
Practice groups and DSOs
For bigger teams or groups with multiple locations, things get a bit more complicated. You have multiple providers to introduce to the community, or you’re moving into new areas and want to get your foot in the door.
Here, a strategic video-based marketing approach can be a game-changer. Together with training modules, culture videos and HR/Onboarding videos, larger video packages can help standardize your processes across the board.
You can dip your toes in and start small, then ramp up as you see results. Or, go all-in with a video retainer that gets you 36 or 48 videos per year.
This approach lets you create not just marketing videos, but also training and operational content that’s stored in a video library or LMS system.
Choosing the Right Video Package for Your Practice
When it comes to making videos for your practice, you’ve got options based on how quickly you want to see results.
Short-Term Solutions
Sometimes, all you need is a single new video or an update to an old one. The impact on your brand image depends on how much effort you put in.
If you want to refresh your presence with a few key videos, consider these options:
- A single video
- A small bundle of videos
Long-Term Strategies
If you’re thinking long-term and want to make a big impact, a larger video package or a retainer could offer the best return on investment.
- Single video productions are charged at a regular rate.
- Video packages come with a discounted rate.
- A retainer can cost 40 to 50% less per video.
The Importance of Consistency
Think about the short-term impact of a single video compared to releasing a steady stream of high-quality content.
From an SEO perspective, regularly posting fresh and valuable content tells search engines that your site or social media account is active and worth visiting. This can drive more traffic your way.
Benefits of a Video Strategy
In the long run, having a solid strategy:
- Keeps administrative headaches to a minimum
- Saves you time searching for a new video provider
- Helps you avoid dealing with multiple providers, which can make your brand image look inconsistent
Choose the right approach for your practice to enhance your video marketing efforts!
How Many Videos Do You Really Need?
You might be wondering how many videos your business needs. Let’s explore a common scenario.
Starting with Video
If you are an established business just getting into video, here are some types of videos to consider:
- Company Overview Video
- Service Videos (one for each service to educate customers)
- Testimonial Videos (at least one per month)
- Meet-the-Team Video
- Short Commercial
- Social Media Reels (a few each month)
- Virtual Tour of Your Office
This totals about 18 videos per year, not including social media reels or training material.
It’s easy to see how quickly the number of videos can add up. This total does not even include:
- Training videos for new staff
- Waiting room videos
In this case, buying videos in bulk makes sense. Paying full price for each video can really cut into your profits.
How to use your media
I’ll save the nitty-gritty details for a future article, but I want to give you a peek into how you can use all these videos to boost your overall plan.
Website
Your website is the central hub where all your traffic should end up, whether people are coming from social media, search engines, YouTube, or your newsletter.
So it makes sense to focus on optimizing your site first. Adding high-quality videos in the right places lets visitors dig into a topic that interests them or get a feel for what you’re all about.
Social Media
Your social media presence plays an important role at the top of the funnel, where people first find out about your business.
They won’t likely splurge 10k on your service after watching a reel, but it does help show off your brand’s personality and sparks the interest of those wanting to learn more.
Internal Comm/Training
Videos aren’t just for marketing anymore. They can be just as powerful for getting everyone on the same page internally.
Need to update your onboarding process, motivate new team members, or refresh your team on company culture?
Videos can help you do all that, and more, by streamlining operations, support, and HR processes across the board.
Professional profiles
Having a professional profile on online directories like ZocDoc or HealthGrades as a doctor, or on FindLaw or LegalMatch as a lawyer, is a great start for establishing your online presence.
But a static profile may not be enough to truly stand out. This is where a professional profile video becomes a powerful tool that can differentiate you from your competition.
Industry Associations
Having a listing on an industry-specific website like the American Dental Association (ADA) or the American Bar Association (ABA) is a crucial first step, but it’s just the beginning.
To really build trust and recognition, creating a high-caliber company overview video can showcase your practice’s strengths and values.
You can also show customer testimonials, or a sneak peek into your culture and mission, and make your listing stand out.
Presentations: Investors, shareholders
You can show off your practice and impress your peers by sharing cinematic testimonials or documentary style videos with your shareholders, investors and partners.
Waiting room/Lobby
Transform your waiting room into an educational space for your clients to learn about your practice, ease anxiety and simplify complex topics around your services.
Conclusion
Understanding the importance of video in scaling your practice is crucial. However, what’s even more vital is predicting your video needs and developing a structured video strategy based on the size and reach of your operation.
This involves factoring in production costs, distribution channels, and content diversification that align with your goals.
At Memory Mill Media we never want to sell you something you don’t need, and we can help you with all of this. Get in touch or give us a call so we design a video package that meets your needs, current and future.
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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.