On the Internet these days, videos are a hit. YouTube is the second largest search engine on the planet. If you’re not using video testimonials on your website, you’re missing out on potential customers. For years, marketers have known that the best advertising is word of mouth. Good patients usually refer other good patients. That in itself is reason enough to invest in some good video testimonial for your website. But wait, there’s more:
Video testimonials seem real.
In the post “Why Testimonials Do (and Don’t) Work,” Holly Buchanan of Future Now tells us that testimonials hurt your marketing strategy if people don’t think they’re real.
How’s this for “real?” Dr. Harry Chambers of Oregon, a Gresham dentist, has a great example of video testimonials on his website by TNT Dental. The videos depict his real patients in his real practice telling their real stories.
At www.yesmediaworks.com, The Video Marketing Blog tells us that the best video testimonials are case studies, which, in a causal form, is the style Dr. Chambers instituted on his Gresham dentistry website. The patients in his testimonials answered key questions that the viewer (the potential patient) wanted answered. Like, for instance, What problems did Dr. Chambers’ patient have with his or her mouth? What were the obstacles that kept him or her from solving the problems? How did Dr. Chambers address and correct the problem? Was the patient satisfied?
Video testimonials show and tell.
In your college writing courses, you probably heard “show, don’t tell.” Want better advice? Do both. Video testimonials tell the whole story – right from the patient’s mouth. A viewer feels like he’s sitting in your office, chatting it up with one of your very pleased patients. He feels a connection to the person on his computer screen and, according to studies, over 70% of the time, people believe online reviews or testimonials about services and products.
Let’s look at Dr. Chambers’ videos again. The featured patients are your average American folks who needed a dentist in Gresham, Oregon to solve their problems. They aren’t rich. They aren’t famous… and neither are your patients. Video testimonials seem friendly and genuine – because they are.
So how can you get video testimonials?
You have a few options here. First, you can record the videos yourself, or train someone on your staff to do it for you. Dr. Larry Emmott offers great tips on his blog here.
If you don’t want to hassle with buying equipment, you could use a service, like VSling by Smile Reminder.
And if you really don’t want ANY hassle, hire a videographer and have an after-hours party – a wine tasting or hors d’oeuvres event – during the video shoot. Invite your favorite patients as honorees and enjoy yourself while someone else shoots the video. Simply have your videographer clean up the videos and send them to your web company for inclusion on your site. It can be that simple.