The Power of Video Marketing for Your Private Practice

Videographer making a therapy video for marketing

Video forges a human to human connection allowing a viewer to get rich information that is not available through text and still images alone.

For this reason, video marketing is without a doubt the future of online marketing. The question isn’t should you incorporate video into your online marketing strategy but when will you? And the answer is the sooner the better.

Why Video Compels

According to behavioral scientist Susan Weinschenk, there are four reasons that online video is so compelling and persuasive.

  1. We like faces. The Fusiform Facial area, the part of the brain that is sensitive to human faces, makes us naturally pay attention to faces. This part of the brain is connected to the emotional part of the brain that helps viewers deeply process emotional information. So putting your beautiful face out there can help viewers connect with you emotionally.
  2. Our tone of voice adds a layer of communication. Voice conveys rich information. Kinda like when you’re Momma said, “Don’t speak to me in that tone of voice!” and you had to admit, you actually were delivering an “apology.” But of course, with these videos, you’ll be conveying compassion, enthusiasm for healing, expertise, and professionalism.
  3. Emotions are contagious. And video more easily carries emotional impact than just text. Even if the conversation is one sided, video allows for human to human interaction.
  4. Movement grabs attention. A still image doesn’t grab someone’s attention like a moving image. Years of evolution has made us humans sensitive to movement. This is something that is a commonly used concept in visual arts and communication and video is a way to use it to engage viewers as well.

For therapists there is no better way than video to give website visitors an idea of your energy, presence, and approach to healing. Use your face, tone of voice, emotional being, and the natural attention that videos get to raise awareness about your solutions.

After all, the relationship between the therapist and the client is so central to healing. Shouldn’t you start opening yourself up to that relationship as soon as possible through video?

Statistics Show That Video Works

If the behavioral science evidence and relationship-building potential isn’t enough, there are also robust statistics that support video marketing being a wise investment.

Did you know that Youtube is the 2nd largest search engine and that website visitors are 64% more likely to buy a product after watching a video? Did you know that video can make your more memorable with 80% of users remembering the videos they watch online? Also, whenever a video is included in an email, click through rates increase by 2 to 3 times.

Here’s a great infographic with more impressive statistics about why you should consider using video marketing.

Directions You Can Take With Video

There are many creative ways to start using video marketing online and on your website. Here are some ideas:

  • Make an intro video for your website so that website visitors can get to know you and your solutions.
  • Start having scheduled live Q&A sessions monthly on Periscope. Announce it in advance on your blog or have people optin to be notified via email when it starts.
  • Include an exclusive video for your newsletter subscribers. Making your list feel special and offering compelling content will boost your open rates and engagement.
  • Start a youtube channel and post something new every week for your niche market. What do your clients need help with and can you turn that into a series of videos?
  • Turn some of your blog posts into videos and share them on FB. Repurposing your content never looked or sounded so good.
  • Post 15 second long videos to instagram every week. Idea: “Confidence Wednesdays” where you share a quick confidence or self-worth tip.
  • Create an education portal with videos centered on a topic that allows you to share your expert knowledge.

If you’re completely new to this type of marketing, I would say choose a path based on a mix of intuition on what your ideal clients would engage with and your own interest and excitement over the project.

Any route will take a bit of practice to get to the point where you feel comfortable and awesome doing it so don’t put too much extra pressure on yourself trying something out that isn’t a good fit.

Quality Matters

Ok, let’s make videos! But wait, we kinda need to know what we’re doing. There’s a definite set of skills needed in order to record, edit, and post videos online.

In some cases, like a casual webinar or quick tip, you would simply want to do it yourself. Using your iphone, in-monitor camera, or point and shoot and a inexpensive microphone will be enough.

You can film these bits of content in one continuous, brief shot and upload the video unedited through the apps that you’ll be using to share them.

But with other videos, like an intro video on your website, professional quality is non-negotiable.

If you’re one of those DIY types that can really get into learning and can make the time to do it, you can purchase equipment, software, some training, and learn the skills to make professional quality videos yourself.

But it’s one of those times when you have to ask yourself: is this the business task that I want to invest my time in? Would it be smarter or more efficient if I hired someone to shoot the video instead? Would it free me up for other marketing tasks or for helping my clients?

When you do hire someone, know that production costs have never been this low before. The good news is that you can shop around and/or find some up and coming film students looking to experiment or build their portfolio and make a smaller investment for a better quality result than you could have even 5 years ago. Technology is great sometimes.

Everyone’s Talking About Video Marketing For Therapists

I’m not the only one raving about the power of video marketing for private practice therapists.

In session 18 of the Selling the Couch podcast, Melvin Varghese interviews Larry Becker the trainer and gear reviewer for B&H photo on using video to market your practice.

Copywriter and marketing consultant to therapists Juliet Austin wrote about intro videos and discusses the strengths and weaknesses of one of the best counselor intro videos she’s seen.

Over at Practice of the Practice podcast, Joe Sanok interviewed Ernesto Segismundo of FylmIt.com, where he helps counselors to create videos for their private practices. The episode is all about using video to promote your private practice.

Video Is Worth It

Lot’s of marketers are raving about video but you know what, video can be really hard!

There are quite a few barriers that you may need to overcome to start putting yourself out there on video. Stagefright, self consciousness, lack of time or money to invest, and fear of judgement, can all hold you back.

So although video marketing is very powerful, it does take an investment in time, practice, and money.

And look at me, blogging about video marketing and still haven’t gotten there yet myself! I’m with you. I hear you. This is not easy.

Feel the fear and do it anyway. (I’ve adopted this mantra for myself in my business and thought I’d recommend it here too… do it with me with fear).

But the reasons that make producing videos difficult are the exact reasons why doing it will set you ahead of the crowd. Not many therapists are utilizing video marketing thus using it will make your stand out from the noise.

What do you think? Will you be using video marketing? Are you going to be clicking away from here off to research what it would take to record yourself? Have you been writing scripts in your head while reading?

I would love to hear from you through a note or a tweet anytime on what interests or scares you about video marketing.

Kat Love

Hi, I'm Kat! I'm the founder and lead designer here at Empathysites. Therapists helped me heal from childhood sexual abuse so now I help therapists with creating their websites. I write on topics like website design, strategy, and turning website visitors into clients. Reach out anytime if you'd like to say hi. Pronouns: they/them/their