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11.19
THANK YOUR PATIENTS, AND THEY’LL THANK YOU The Key to Getting More Video Testimonials
THE SPECTATOR LASIK
With Thanksgiving just around the corner, it’s time to think about gratitude. Personally, I’m grateful to have a business that provides me the opportunity to change people’s lives for the better. Though I’m no longer in the operating room like I was at King LASIK, I still feel like I’m making an impact, and I’m sure you feel the same way. Now, it goes without saying that neither you nor I could do what we do without our employees. But I think it can be easy to forget the other group we need to be thankful for: the patients. If those patients didn’t put their hopes in our hands, we couldn’t work; we wouldn’t be in business. It’s vital to let every patient who walks through your doors know how thankful you are they came in — and if you do that, they might just show you a bit of gratitude back. When I was working at King LASIK, I had a strategy for getting patients to do just that, with a specific goal in mind: getting them to agree to film a short video testimonial. Before we dive into the “how,” let’s look at the “why” behind video testimonials. Video testimonials are extremely valuable content for social media, your website, and your email marketing because they fall into the category of giving people what they want. Prospective LASIK patients want to be reassured there’s nothing to be afraid of when going into a procedure, that it will go well, and they’ll emerge on the other side without needing glasses or contacts. An engaging way to ease prospective patients’ minds is by having their peers give them information. Plus, video marketing is dynamic, stimulating, and eye-catching. According to Forbes, more than 500 million people watch videos on Facebook every day, and video traffic will make up more than 80% of all consumer internet traffic by 2021. That’s a lot of eyes that could be on you! Now for the “how.” When I was at King LASIK, I would start the conversation either while I was helping the patient schedule their procedure or
during their consultation. I would say, “You know, we’re going to be giving you the gift of clear vision. That means freedom from glasses and contacts! Please consider giving us something back by letting us know how we did. If we do a great job, we’d love to hear about it, and, if we didn’t meet your expectations, we’d like to hear about that, too. After your procedure, it would be really valuable for us if we could sit down with you and have a quick discussion. Is that okay?” With that diplomatic phrasing, our patients almost always agreed to the conversation, and from there, it was easy to convince them to let us capture it on film. Now, it’s vital you have that first conversation before the procedure. You need to set up the script early so they don’t feel ambushed, and let them know that honest and blunt feedback is okay. Be encouraging, and make sure the patient is comfortable. Then make sure to capture the testimonial at the time when they’re most euphoric — in other words, when they’ve realized how dramatically their vision has improved and can’t wait to share the good news. When it comes to filming the video, don’t worry about making it too perfect. What really matters is the patient is happy and you ask questions future patients would like to know the answers to. The truth is you don’t need to constantly have a low-cost offer on Facebook or Google to bring in new patients; you just need to find a way to connect with people. The majority of prospective patients who reach out to you aren’t going to go through with LASIK, but those who follow through probably won’t do it just because you offer them a discount. They’ll do it because they trust you, and testimonials are key to building that trust. If you could use help crafting effective, engaging testimonials, call LASIK Marketing Agency today at 206-437-0529.
3620 40th Street Court NW Gig Harbor, WA 98335
206-437-0529
www.lasikmarketingagency.com
FILMING A VIDEO TESTIMONIAL? ASK YOUR CLIENT THESE QUESTIONS! • What challenges did you have with your glasses/contacts that drove you to consider LASIK? • What was your greatest fear about LASIK before your procedure? • What would you say to someone who has that same fear and is considering LASIK? • What made you choose us for your procedure? • How did our staff treat you? Was there anyone in particular who really made a positive impact on your experience? • Talk about the day of your procedure. What was it like? Was it harder or easier than you imagined? • What do you enjoy most about your vision now? • What activities do you love doing now that you are free of glasses/contacts?
– Michael King
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How to Write Content That Pops BREAK AWAY FROM BLAND When it comes to winning over customers with content
CONTRACTIONS AREN’T YOUR ENEMY On the other end of the spectrum, some people write like robots. They avoid contractions like “don’t,” “can’t,” and “aren’t,” resulting in stilted, plodding sentences that inflate word counts and alienate readers. Obviously, formal publications like research papers and legal briefs still maintain this archaic ban on mashing words together, but, when it comes to marketing content, rules are flexible. Do not fear using these tools. You cannot go wrong with adding a splash of informality to your writing. Your readers are not going to mind. (Are you still with me?) SHOW, DON’T TELL This is a big one. So many businesses publish copy with big statements like “We love our customers!” or “Our passion is helping you!” These blanket sentiments come across as shallow. So, rather than tell customers you care about their needs, write content that shows them you understand their needs and want to help address them. We care deeply about your marketing campaigns and want to help them succeed!
marketing, many entrepreneurs seem to think, “If we publish, they will come.” That would certainly explain the flood of bland, cookie-cutter blog posts pumped out across social media every day. To win over readers and make the most of your marketing dollars, your content needs to have a personality — a voice. Of course, personalizing content comes with a few pitfalls every marketer needs to know. DON’T WRITE HOW YOU SPEAK
Read a few sentences from your favorite book or newspaper. Do you think the author speaks exactly like that in real life? Probably not. Speech and writing are two different mediums with different stylistic needs, and trying to translate one to the other can prove disastrous. For example, many content writers include verbal cues like dramatic pauses … by including useless ellipses. In a conversation, strategic pauses may impress, but on the page, they pull readers out of the article.
ARE YOU STUCK IN A MARKETING RUT? HOW TO TURN A 15-MINUTE VIDEO INTO WEEKS OF QUALITY CONTENT
When it comes to marketing, if you want to see results, then you need to get creative. Whether you’re emailing potential patients or posting on social media, it’s not enough to give people the facts about your practice and the benefits of LASIK in one form, like long-winded blog posts — you need to vary your delivery mechanism in order to offer them content that answers their questions and gets them engaged. One way to do that is by adding videos to your social media feeds and email blasts. According to WowMakers, 52% of marketers feel video marketing is effective for brand awareness, and 45% see benefits in lead generation. On the first page of this newsletter, LASIK Marketing Agency Founder Michael King talks about the power of video testimonials, but that’s
not the only category that gets results. In our work marketing for LASIK practices, we’ve found that interviewing experts on video is a highly effective way to convert leads and generate clicks. Better yet, we have a fool-proof method for turning 15 minutes of video into weeks of quality content. We call these “Top 10” videos because, when we sit down for interviews with LASIK surgeons, we always ask them the same 10 questions about LASIK, questions that are top-of-mind for potential patients. Some examples include: “Does LASIK hurt?” “Is LASIK permanent, or do I need to have it done multiple times?” and “Are there any side effects?” We record the interviews using Zoom, then splice them into 60- to 90-second clips, with
one question addressed in each clip. After adding effects that boost the video quality, we’re left with 10 pieces of dynamic, engaging content we can drip to potential patients over a matter of weeks via social media or email. This is the perfect way to retarget people who have visited your website or followed your social media page but haven’t converted yet. By sequencing the content and sharing a few videos each week, you’re keeping your clinic at the forefront of their minds. Plus, having a surgeon answer their questions directly will boost your authority and brand image. If you’d like to reap the benefits of this strategy without putting in the work, call LASIK Marketing Agency today. We’re ready to help you get results.
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When it comes to creating comprehensive marketing strategies, National Strategic is one of the best companies in the business — so, of course, we wasted no time in bringing them on board for our clients. Since 2009, National Strategic has helped some of the vision industry’s largest practices grow and thrive by optimizing their marketing strategies. Where most marketing companies specialize in one tactic, like website design or social media, National Strategic sees the big picture. “The idea here is that with all of those tactics, while we have people in place who are very passionate about each one and doing them correctly, what we’re most passionate about is the strategic value each tactic brings to a business,” says National Strategic Managing Partner Eugene Shatsman. “Basically, Michael and I can always work together to not just deploy tactical solutions but also advance the client’s performance toward their goals by having strategy first and tactics second. We always let Michael be the master strategist. We can certainly augment his ideas from a strategic standpoint, but, in addition to that, we have a 55-person implementation team.” That team, with skills across the entire marketing spectrum, provides the knowledge and muscle to get things done. National Strategic handles strategic implementation for our clients on three fronts: SEO, content production and development, and reputation management. The latter includes communicating directly with our clients’ patients post- procedure in order to get the patients feedback on the practice writ large (which can reveal issues to correct and strengths to emphasize) and to encourage them to write reviews. Not only does your total star rating on Google or Facebook matter, influencing decision making for nearly 90% of potential future patients, but so does the number of reviews you have, whether you respond, and, increasingly, how recently they were posted. “There has actually been a dramatic increase, over 100% year over year, of patients saying they want to see reviews that were made in the last couple weeks,” Eugene says. “If you’re not constantly making reputation management efforts and your competitor is, your competitor looks better to potential prospects than you do.” To learn more about how we can put National Strategic’s services to work for you, call 206-437-0529 today. 3 206-437-0529 PARTNER SPOTLIGHT: National Strategic Meet the Masters of SEO and Reputation Management
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INSIDE THIS ISSUE
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Thank Your Patients, and They’ll Thank You Are You Making These Writing Mistakes? How to Turn a 15-Minute Video Into Weeks of Quality Content Partner Spotlight: National Strategic Bullet Journaling for Your Business
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POINT BY POINT REVOLUTIONIZE YOUR BUSINESS WITH BULLET JOURNALING
When you’re an entrepreneur or a business leader, your to-do list can feel more like a novel than a manageable list. But what if you could order your thoughts, track your accomplishments, and maintain organization all on your own terms? It may sound too good to be true, but bullet journaling does just that. WHAT IS IT? Despite what the name may suggest, bullet journaling has little to do with writing out your feelings — unless you want to do that! Instead, it’s a log of all your to-do lists, reminders, and tracking systems in one convenient place. The goal is to complete tasks and update your journal each day. You can even download a companion app to digitally stay on top of your tracking. The beauty of bullet journaling is customization. If you’re a visual person, create drawings or tape down pictures to represent your tasks. If you prefer precise outlines, use ruled pages to order each goal and its subtasks. A bullet journal
can include every aspect of your business down to the smallest logistical details, or it can break down a single, complicated aspect, such as vendor tracking, into one journal. The look and function of your bullet journal is completely up to you and your process. HOW DO I DO IT? Despite the versatility, every bullet journal shares a couple key components. First, you need a legend or key to identify what symbols mean throughout your journal. For example, a square next to a task may indicate it is a high priority, or a star may mean a task has been completed. Any group of symbols will work, but consistency keeps you organized. Second, you need a calendar in your bullet journal. That way, you can organize your goals by year, month, week, or day and keep track of smaller goals along the way. Throughout your journal, create separate sections for as many breakdowns as you want, but the key is to keep it all connected. No longer do you need to carry around a to-do list, a planner, and a calendar. Turn to bullet journaling to revolutionize the way you organize. For more tips, inspiration, and information on how bullet journaling can help you and your business, visit BulletJournal.com.
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