Boost New Patient Referrals With 10 SEO Video Marketing Tips

More and more orthodontic, dental, and professional practices are implementing the latest in online marketing strategies to increase new patient referrals. Using video as a marketing tool not only grabs the attention of viewers when they click on you website, it increases the SEO (search engine optimization), if set up correctly, to improve page ranking on the search engines. Unfortunately, many of these videos on You Tube, Google Video, My Space, and Facebook are not set up properly with SEO to attract patients. This is something that every Internet marketing beginner and advanced marketer should know how to do, especially after spending thousands of dollars on a professional video production as part of a marketing strategy.

Listed are 10 basic SEO tips you can implement to optimize online videos to ensure they are picked up by the search engines. It will also increase viewers from social networking sites that use the search tool to find content they want to watch.

1. Brand Your Video Channel

Use your main keywords in your channel's name; ex: John Smith DDS, your brand name, or City-State orthodontist. Tests report implementing this little optimization trick can improve your SEO ranking. Eventually, you brand name will become popular enough online that users will use your channel name to search for your videos.

TIP:When you setup your channel on sites like You Tube, My Space and Facebook, your user name is your channel name... so brand it with the same name on all sites right from the start. Some sites, like My Space, won't allow you to change your username once it is setup. Make sure it is set up correctly the first time around.

2. Choosing A Category

Make sure you choose the correct category for your videos. Remember, you want highly targeted viewers interested in the services you have to offer, patients who will contact your practice to schedule a new patient exam. Find the general category that relates to your area of expertise, as close as you can. Many categories do not cover your specific areas of expertise, so do your best. This not only gives you better page ranking for your videos, but also increases new patient referrals with SEO, over time.

3. Always Use Attention Grabbing Titles or Headline Copy

Your video title or headline requires two components to ensure better positioning on the search engines and on any site's search tool: The first is keywords or key phrases that are relevant to the content of your video. The second is action verbs. Discuss a problem, solution, or general information people in your target area are online to research. This would include general information available to the entire community, community service, and special events.

4. Optimize Your Description

The same keyword rules apply to video marketing and video search engine optimization as your website... Only use keywords that actually pertain to the subject matter in your video description. Take the time to script your video properly to improve SEO.

Always list your website URL; yourwebsitename.com first.

Use your main keyword at the beginning of your video description and use a variation of your main keyword at least 2 times on the rest of the body description.

Make sure the copy makes sense and offers a good overview of the content in your video. When applicable, point out what viewers are going to learn or experience and the benefits and features of treatment being offered.

If the video is a testimonial of treatment expertise or office event, make note of it.5. Tags

One of the main features of Web 2.0 is "Tags". It is a content management tool that helps computers, web users, and search engines find and categorize online content. This is one of the most important areas of your on-site video SEO efforts. Use them on every video you submit to any type of online video sharing site. Your ticket to success online is your use of main keywords, secondary keywords, and any keyword that relates to your content.

TIP: First use the keywords that you use on your title, and description, then use other keywords related to the content. Also use your brand name as a tag. For example: If your content is about orthodontic treatment, you main keyword is your brand name. Your secondary keywords are orthodontics, braces, orthodontist, plus each keyword listed again with your city, State. Viewers from all over the world help improve your page ranking so you want to include generic and demographically targeted tags alike.

6. Tagging All The Way

This is a simple but very useful on-site SEO tip that you need to use to maximize your video. Use as many tags as you can. Make sure you use the maximum number of characters that the site let you use. Here is why: Every tag you add to your video automatically creates a web page for that tag. Each page has a link back to your video page. This allows you to optimize the site structure to back link from relevant web pages on other sites.

Some sites limit the number of characters you are allowed to use when creating tags. In this instance, make sure to include your strongest keywords and the city, state for each first to optimize new patient referrals. Use secondary keywords to fill in remaining character space allotted.

7. Become A Social Butterfly

With web 2.0 and social media today, you need to be an active user of online communities by visiting other channels, commenting on videos, and not only on those related to your niche, but on any video that you watch. Every time you post a comment on someone else's video page, your channel name becomes a link back to your profile which is linking to your videos. This makes you an on-site active link, expanding the reach of your online video pages. Remember... the more back links the higher your page ranking, and the better your search engine position.

Marketing team members who have access to the business online sites can help with the linking and commenting process to increase visibility.

8. Use Videos To Attract Attention

Post your videos on your website, in your blog, and complement them with some text to encourage visitors to watch your videos. The goal is to attract your viewer's attention, encourage them to research further on your site, and ultimately contact your practice to schedule a new patient exam. Video testimonials, video office tours, and practice overviews with a call to action asking patients to contact your office for an appointment significantly increase new patient referrals.

9. Create A Circular Viral Video Effect

Every time you post a video on your site, whenever possible, link it through You Tube instead of hosting it on your website server and then again uploading separately to video sites. Every time a visitor clicks on your video on your website, blog, My Space, Facebook, etc. it increases the total views on your You Tube video, if linked properly. This in turn increases your video page ranking and SEO for that video. When new patients search in your area for treatment providers, your video will have a high page ranking on the search engines and drive traffic to your website. You will need to incorporate the assistance of your webmaster when adding video to your website. On a blog or social networking sites, it is very easy to upload video yourself.

I understand the quality of the video on your website is affected by uploading and viewing through You Tube. However, the goal of your video is to "Grab Attention". The ability for patients to find your video, website, blog, My Space page, etc. immediately with high page ranking... supersedes the loss of video quality that may occur through You Tube, especially with testimonials and office events.

10. Take Advantage of All Your Social Options

If you have the time, besides My Space and Facebook, to increase viewers, upload your video to other social and video networking sites. The more social network sites you use, the more one way back links you receive to increase your page ranking.

Always remember to provide good content in each video. Include useful tips whenever possible, and always add some fun... Nothing happens overnight. Be patient... let your videos work for your 24/7, behind the scenes to increase referrals. Sooner...rather than later, new patient referrals will begin to increase with a strategically optimized video marketing program.

 

Mary Kay Miller 

Who Else Wants More Referrals?

Getting new clients by referral is one of the most effective, simple, and low cost ways to grow your business. So how many referrals have you received lately? How often do you ask for referrals? 

It's exciting to open an e-mail or pick up the phone to find that unexpectedly someone you know wants to introduce you to a potential new client. Some people will give you referrals without you asking for them. And while that's great, it is an unpredictable situation. 

Another relevant question is how many referrals have you given lately? By giving referrals you understand the process better and demonstrate that it's not only about getting. And if you're like me, you enjoy connecting people who can help each other. 

The people you give referrals to may not be the same people who give you referrals. The point is, what comes around goes around in its own way. 

In order for referrals to be an effective marketing strategy, you must create a structured system and stick to it. This is the best way to generate referrals on a consistent basis. Asking for referrals randomly or when you remember won't cut it. 

I know from my clients that sometimes they are reluctant to ask for referrals because they are afraid of being intrusive or pushy. Find a way that feels right for you, and remember it's just a question. A great time to ask is when someone compliments your work. 

In addition, think about asking clients before, during, and after they buy from you. Asking for referrals is like any other skill, the more you do it the easier and more natural it becomes. 

WHO TO ASK 

- Current clients 

- People in your professional networks 

- Strategic alliance partners 

WHAT TO ASK 

This is actually very important and it's not just about semantics. Don't ask someone this question: "Do you know anyone who might need my services?" 

Why? Because it's vague and makes it difficult for the person to come up with 'someone' because you're asking for 'anyone.' 

Make it easy for people to give you referrals. Ask them something specific that is simple to answer. Ask something like this: "Who is one business owner you know who may need help attracting more clients to his/her business?" See the difference? 

You need to be clear about the next step you would like the person giving you a referral to take. You can ask them to make the introduction via e-mail and copy you. Or you can ask the person to phone the person before you make contact. Another idea is to ask the person to direct the interested person to your website to obtain some preliminary information. 

HOW TO ASK 

There are loads of opportunities to ask for referrals. Decide what you feel comfortable doing and commit to taking action. Think about asking for referrals: 

* In person 

* On the telephone 

* In an e-mail 

* Using snail mail (postcard or letter) and follow up with a phone call 

In general people you know are happy and willing to help you by giving you referrals. But, remember it is you who wants something so it's up to you to check back about your inquiry. People are busy and can forget about your request. A friendly reminder can do wonders. 

WHAT TO GIVE TO PEOPLE WHO SEND YOU REFERRALS WHO BECOME CLIENTS 

Many times the people who send you referrals will let you know. But that's not always the case. That is why you must ask everyone who contacts you how they heard about your business. That way you are always able to thank people who give you referrals. 

There are infinite ways to thank people who refer clients to your business. Be creative and come up with things that are valuable to them. Here are a few ideas: 

> One of your products for free 

> Free additional services 

> Recognition for them in your ezine or blog 

> 2 for the price of 1 to an upcoming event 

> Training or education to the people who give you referrals 

When you know the people who give you referrals well, you can share more personalized gifts like: 

> Concert tickets 

> Coffee or tea with a cup 

> Gourmet food basket 

> Designer chocolate 

> A relevant book 

> Movie passes 

> Restaurant certificate for lunch or dinner 

Gift or no gift, at the very least do say thank you. Pick up the phone, send an e-mail, or drop a handwritten note in the mail. If you like referrals, and want to keep them coming, be sure to thank the people who send them to you. 

Are you starting to see how creating a referral system is an easy and effective way to grow your business? Give referrals, ask for referrals on a consistent basis, and thank everyone who sends you referrals. And discover how attracting more clients has never been so fun! 

Stephanie Ward

Referrals - Not Sales

Turn to almost any television station on the weekend or late at night and you will see ad after ad for guaranteed money making opportunities. Because of widespread abuses in the past, all of these commercials have a disclaimer in small print on the bottom of the screen. That disclaimer discloses that the results are not typical. In plain English, the ads are admitting that the moneymaking schemes tend not to work for all. In fact, if you investigate deeply, you will find many reports by disgruntled people who spent money in order to make their millions. The only people making the millions are those who put together the plans.

There are several reasons why it is difficult, if not impossible, to make money using the plans that are hawked on television. The first is that many of these opportunities involve selling to strangers. Selling requires specialized skills that do not automatically come by wishful thinking. Setting up a website to sell an MP3 player will only get you money if people are driven to your website in favor of going to the mall or surfing over to well-known websites with advantageous prices, free shipping and handling, and no-hassle return policies. Think about it, if you were to spend money on an MP3 player (or any other consumer object) would you trust My Very Own All-Purpose Website or one of the big players in the field? The answer is obvious. You would spend your money on a reputable site.

The second reason why these schemes fail to work as advertised is because they rely on pyramid, or multi-level, marketing strategies. Pyramid schemes are illegal, but many of the operators of the get rich quick gimmicks get around some of the legalities by actually offering products that can pass muster as legitimate items. The multi-level marketing aspect then is usually considered legal, but not likely to produce any significant income for the investor.

There are, however, ways to earn money that do not require selling skills, pre-existing business plans, or legally ambiguous downstreams. Although no reputable promoter of such opportunities will not promise to make you a million dollars in your first year, you can create a substantial secondary income stream that, if you continue, can actually replace your salaried job. The most promising of these plans ask you to be independent contractors who refer clients to the organizations that do the selling. Of course, if you are doing this for a car dealer, for example, you have to convince people that they need a new car, then you have to steer them to the dealer of your choice. That is not a true referral opportunity; it is a difficult, if not impossible, sales position.

A good referral plan allows you to contact only those people who are already committed to a plan of action. Your referral will enable them to carry out their plans easier and more profitably. Take, for instance, a person who is trying to sell his or her own house. After paying for the newspaper ads, the signs, the legal documents, and what not, the seller still has the problem of selling the house. He or she is committed to making the sale, but, if you could steer the seller to a proven method of selling the house quickly and at more profit than without the plan, and a zero net cost to the seller, you have a winning situation. Of course, you have to make sure that the company who is asking for you to be a source of referrals will pay you. If they promise, as most do, to pay you quarterly, you will probably be working for free, since these businesses come and go quickly. You do the work for them, they collect money from clients, and then they go out of business before they do anything for the clients and before they pay you. Very rarely will you find a company willing to cut you a weekly check.

For an organization to have a nationwide presence, a cadre of well-compensated independent contractors referring potential clients is the most cost-effective way to expand and grow. When you hitch your star to a reputable referral company, you can start to create wealth on your own terms. You work as much or as little as you want to, but the money will always flow to you. Do not try to make your fortune by spending your own money to buy into a selling scheme. Earn money through referrals.

If a company asks you to pay to become one of their referral agents, run away from them. The companies should be paying you, not the other way around. Think about it. If you want to make money, you do not start out by spending your own money to buy into a scheme that usually does not work. Take the first step to independence. Find a company that offers a product that people need and have already committed substantial resources towards. Become an independent contractor for them, but not to sell their products. You only want to refer potential clients to the company. You cannot lose anything by trying, and you stand to gain tremendously. Get off your couch and see how easy it is to earn extra pocket money.

Marc A Seligman