Thursday, December 11, 2008

Using Video to Increase Conversions

For those who joined us last night and for those who could not, here is the Power Point Presentation and voiceover by John Fodor, PhD, discussing video content for websites.

In the presentation, he discusses the difference between formal video (shot by a professional) and casual video (shot by the physician or dentist). He makes recommendations about camera choices, lighting and presentation. He shows some video elements from Dr. Richard D'Amico's website. (keep in mind that video from a site that's part of a webinar will have a herky-jerky quality to it--for best viewing of those sites, go directly to www.drdamico.com or www.arykraumd.com/video-library.html to view their formal videos. Both sites have video dispersed throughout their sites as well as in a Video Library.

At the conclusion of Fodor's presentation, Nick Matelan, PhD, gives a short talk about the value of video for search engine optimization purposes. He mentions taking the script from your video and placing it on the website to add fresh content, and how linking video clips from YouTube and other video sites can influence your position on the search engines.

Feel free to contact either of our presenters for more information or clarification of anything you hear on the webinar. Fodor can be reached at fodor@fodorfilms.com. Phone is 845.339.4337 or cell is 845.430.3999. Nick Matelan can be reached at nmatelan@matelan.com or 212.541.6017.

If you have any trouble seeing the webinar, click on this link where it will automatically download the webinar directly to your desktop. You can then resize it to your needs. The webinar is best viewed in Windows Media Player. If you don't have WMP, you can download it, free, here.


To your success,
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video

Monday, December 8, 2008

Push Vs Pull Marketing

Apparently a good idea bears repeating! About a dozen docs have written me lately to get a better understanding of Push vs Pull Marketing. So here goes. Watch the Charlie Brown Christmas Special on TV if you've already read this!

PUSH MARKETING is anything that pushes a consumer through your door: a referral from a satisfied patient or a cross channel partner, an article in a publication, an interview in the media, your name viewed in a program that denotes you as a supporter of a nonprofit organization, sponsor of a Little League team, etc. In other words, just about anything that isn't an ad!

PULL MARKETING is anything that pulls a consumer through your door. These are primarily your marketing materials such as your practice website and your advertising, particularly ads that include "specials". Remember, target "special" prices to customers who are either new to the practice or new to that procedure/treatment. In this way, you counter the tendency for a consumer to do business with you only when you give a discount.

Obviously, a higher conversion rate will generally occur with consumers who come to you via Push Marketing, as even before you meet them, they have a positive opinion of you. Unless a bad marketing bridge gets in the way (poor office behavior of some kind, pricing beyond the consumer's ability, etc), you should easily convert over 90% of Push consumers.

To increase conversions in your Pull Marketing activities, remember to focus on that which is most important to consumers: trust. Increase trust by adding high quality before/after photos (with permission of course!) and testimonials to your marketing materials and website; by adding testimonials both in writing and via video on your site and in the office waiting area; and by putting testimonials and excellent before/afters in your blog, e-newsletter and auto responder emails.

If you are in the rare position to have access to consumers walking past the office, consider putting banners in the windows showing before/after results. This is particularly great for skin treatments, ZOOM! whitening, Invisalign and face lifts or rhinoplasties. Again, confirm twice that you have patient permission to use their images, particularly if they are used in a very public forum.

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