f DT page 2A I know this subject is scary and most of you don’t even want to think about producing video as part of your Internet marketing program. “It’s too expensive. It takes too much time. I don’t know where to start!” If you don’t, though, you are miss- ing out on a huge opportunity that will affect the bottom line of your practice today and its future in the years to come. Online video viewership set a new record in December 2008 with a 13 percent increase over the previous month, according to a report released from the comScore.com Video Metrix Service. For the first time, U.S. Internet users watched more than 14.3 billion videos in December. As you might expect, Google Sites (which includes YouTube) led the growth charge, accounting for 49 per- cent of the incremental gain in over- all videos viewed versus the previous month. In December, almost 100 mil- lion viewers watched almost 6 billion videos on YouTube alone. Having your video rank on page one of Google is equivalent to reaching the “dental marketing Mecca.” Viewers can’t resist clicking on a video when searching for products or services online. Once your video link reaches page one, you are golden. Viewers click and your video keeps playing and playing, just like the Ener- gizer® battery bunny, 24/7, whether you are working, sleeping, eating, playing golf or spending time with your family. There is no better return on investment today than video mar- keting. Why is video so powerful? Video is the No. 1 marketing tool avail- able to deliver your personalized mar- keting message, exactly the way you want it, at precisely the moment a prospective new patient is looking for your services on the Internet. It engages the senses and creates emotion. Viewers can hear and see who you are and what you are all about. This is difficult to accomplish with the written word on a Web site. Statistics show that video market- ing on a Web site increases consumer interest by more than 100 percent, resulting in a call to action for products or services (such as, actually contact- ing your office for an exam). It is less expensive to produce video than TV and radio commercials. In addition, once your video is created and uploaded to the Internet, it is “evergreen:” visible for everyone to see until you take it down, or not. Video is the No. 1 preferred form of communication in today’s tech-savvy society. What would you prefer to do: watch a video on a subject of interest or read Web site copy? There is no contest. Speed to market Speed to market wins the race. The window of opportunity to be the first in your area to add video to your Web DENTAL TRIBUNE | April 2010 Practice Matters 5A AD By Mary Kay Miller Video marketing ‘do’ or ‘die’ g DT page 6A (Photo/Qwasyx, Dreamstime.com) Are you waiting around for patients to find you?

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