Many hearing clinics tackle video marketing for the wrong purpose. They intend to make videos that can get lots of views but are missing the effort and power of videos to nurture leads.

There is a much better way to use your effort and resources to grow your business.

Avoid using video to capture leads off of the platform.

Placing videos on YouTube, Facebook, Twitter or Instagram and expecting leads to arrive from there is a wasted effort.

You don’t want to be a popular kid who no one buys anything from. It’s a wasted effort of time and money.

I’m assuming you want to market to bring business. But if you are the few who have extra time and money for fun and pleasure, ignore my advice.

But I believe most of you are reading this because you want to bring quality leads to your business.

Social media has opened doors to everyone around the world to consume content. Every person in rural America can tap into your content to learn and be entertained.

But that’s not what you want unless you live in that rural town.

You want to reach and connect with those within your neighbourhood.

Sure, you can have success like the Cake Boss. After growing in popularity from its reality TV show, people would come from afar to have a piece of their cake. The show turned the town into a tourist destination.

However, with a hearing clinic, your business requires multiple visits, which a tourist may be unable to make. You will also lose out on having repeat customers. You will on a marketing hamster wheel, not having a break to enjoy the efforts of repeat visits because it is so much easier to market to people who’ve enjoyed your business than build trust with someone who doesn’t know you.

Let’s clarify: The Cake Boss has found a new business model by bringing cake near you with a vending machine and offering nationwide delivery.

You can be popular in your community. Everyone knows the mayor of their city, but I don’t know the mayor of Lincoln, Nebraska.

Hearing clinics can’t follow this path of popularity.

Use video marketing to nurture leads.

Videos use many of our senses, so they help grow trust far better than text. Videos are a lot immersive and engaging for people. Text can work when storytelling is done right.

However, some people find it challenging to talk about hearing loss in a way engaging through words.

There are three stages to marketing: attract, nurture and convert

When you attract, you are using a local marketing approach. You’re capturing attention that makes people want to know more.

Once you catch their attention, you can begin nurturing your leads by getting them to subscribe to your email list. Throughout your email list, you share videos on educational content to demonstrate your expertise.

Using your educational content, you want them to convert to booking an appointment.

The videos in this sales funnel were intended to build relationships with your new leads. The videos will help develop trust quickly and demonstrate your authority in ways no words can.

Create videos to get Google to like you more.

Using your video title to match a search term can bring many views. Google’s algorithm favours content-matching video SEO rather than content with more views or lots of people watching.

While you may be trying to get your articles or webpages to the top 3 of the search terms, you may want to try using videos instead to capture attention.

Your potential buyers are watching videos.

Many people think that their main buyers (baby boomers) are not watching videos. You will be surprised to know that they are watching YouTube videos.

The boomers watch YouTube to catch up on late-night shows because they no longer want to stay up late to watch TV.

They use YouTube for instructions because reading instructions on how-tos, which are complex, is much easier than watching someone explain what to do.

This is how you capture their attention, along with developing other educational content that you can share to continue nurturing the relationship.

In addition, with the younger demographic needing more hearing care, you’ve also got their attention and interest.