By Terri Ross, CEO, APX by Terri Ross

Did you know that clients are 79% more likely to buy a product or service after watching a video about it? Let that sink in a minute. That is an almost 80% higher conversion rate. Unfortunately, less than 25% of business owners are using video effectively.

Let's face it—there is a ton of competition out there. Clients are out there Googling and searching for a plastic surgeon, a medical spa or an aesthetic provider for a particular procedure or service. So, if you are not showing up and being seen, you are missing out on huge revenue potential.

A lot of my clients ask me, "How do you just get up on stage and have no fear, or show up on video and just be so real when sharing information?"

It's no accident. Just like everything, it takes education, practice and honing your skillset. I truly believe how you do one thing is how you do everything. When I want to better myself or master a new skill, I turn to an expert.

When it comes to the importance of video marketing, growing your audience through video, and showing up as an expert in your field, I'm fortunate that the "go-to" expert is also my best friend—Keri Murphy, CEO and founder of Inspired Living TV.

My greatest passion is to keep our tribe up to date with the latest marketing trends and industry expertise, so I'm excited to share some tips and trade secrets from Keri to help you "Get Seen, Get Known and Get Paid for your expertise and brilliance."

Tips for Showing Up on Video

Video is the only marketing tool that's multisensory. That means your potential audience can see you, hear you and feel you. The kicker is, you only have three to eight seconds to keep and capture someone's attention on video. So, how do you do this?

Commit to practice. Learning to be comfortable on video is a muscle—the more you do it, the easier it becomes. If you are like most aesthetic providers, showing up on video is not a natural strength and is a bit out of your comfort zone. Most people get nervous when there is no script to follow. You'e got to practice, practice, practice.

Establish emotional connection. Remember, your number-one job when being on camera or on stage is to make someone feel an emotional connection. Your audience wants to connect with someone they care about and who they perceive cares about them as well. That is so important, because that emotional connection is what converts people.

Know who you are talking to. To be amazing on video, you need to know who you are talking to. Unfortunately, until we get super comfortable, our own ego gets in the way. We start to worry more about being perfect. How do we look? How do we sound? We get all up in our heads, and you can't be in your head and your heart at the same time.

The best way to connect is to know the one person you are talking to. On stage, you typically have the energy of the room giving you instant feedback. On video, you must envision it as a dialogue, not a monologue. You are not just talking into the lens of a camera—you are talking to someone in particular. When you talk to the masses, it usually doesn't resonate.

Be authentic. We hear this word all the time, but it truly is the differentiator when you can be both empathetic and trustworthy. Which of these approaches do you think would appeal more to your potential clients?

1. "Hi. I'm Doctor Jones, and I'e done 2,000 facelifts over the past 12 years. Look at my before and after results."
2. "Hi. I'm Doctor Jones. I get it. Getting older is not easy for any of us. You start looking in the mirror and you see things you haven't noticed before. Lines around your eyes and mouth. Sagging, loose skin around your jawline. You want to do something to change your look, but you are not sure what the right solution is. Toxins, fillers, lasers, surgery—you have questions, and that's why I'm here to help. Wouldn't it feel so good if, instead of getting up in the morning and dreading looking in the mirror, you actually get up and admire what you see? I'd love to sit down with you and figure out what is most important and what would be the best approach to get you the amazing results you want."

Do you see how the second one is so much more approachable and acknowledges and validates your client's concerns? This is where most people get it wrong. They talk about themselves before they try to make a connection.

Focus on psychographics vs. demographics. So many times in business, we focus on demographics—outside characteristics such as where they live, age group, income level, etc. While those are important and have their place, when it comes to video, what's even more important is their psychographic. How do they feel? What have they tried before? What do they want right now? Why are you the answer to their prayers?

When you show up and start your videos from this perspective, you acknowledge their pain and help them step into possibilities with what you offer. You let clients know you care about them and that you can help them get the result they are looking to achieve.

Five Types of Videos

There are five types of videos that you should be using to market your practice.

Positioning video. This type of video helps establish you as the "go-to" expert. If you have a website, a positioning video should be at the top of the page, so your prospective clients do not have to scroll down. This video should be about 90 seconds long, and it will explain:

• What you do;
• Why I should choose you;
• How you do it; and
• How I can get started.

If you add this type of video to the homepage of your website, you will convert leads at an approximately 82% higher rate. This positioning video should be professionally produced—i.e., not shot on your phone—as you want it to demonstrate that you are the authority.

Personality video. The second type of video that is considered the heartbeat of everyone's business is a personality video. This may seem like a stretch in our industry, as nobody wants to look silly; however, people buy people, not things. They're not buying the cryolipolysis treatment, they're buying the person administering the cryolipolysis treatment who is going to get them the result they want. It is all about establishing that know, like and trust factor, especially in the aesthetic space. So, this personality video could be:

• A behind-the-scenes peek before you go into surgery;
• A "what I am like with my kids when I'm on vacation" video, or a "how I unwind after a long day at work" video; or
• A video of you interacting or joking around with your team in the middle of the day.

Personality videos help create a bond and show a glimpse of your life, so patients see that you are human and don't just live in scrubs all day. They reveal more about you than showing before/after results photos. You get to choose how much you want to expose, but being vulnerable and transparent helps people really buy into and from you.

Promotional video. The third type of video you need is promotional in nature to sell your stuff. Don't just tell people to go buy something—tell them why they should buy it. Walk them through the process. It's your job to really help people find the right solution to get the results that they want. Most people avoid this type of video, but they are so important and must have a call to action—"to learn more," "to book a consultation," etc.

Product video. This type of video is educational about a product or a service. It could be an online training about a new product you are offering and a way to leverage your expertise. They can be as simple as one skin care tip, follow-up care or highlighting a new retail product. These types of videos build trust on a regular basis.

Proof video. Create social proof videos where your patients talk about you and the experience they had, and share how happy they are with their results. You can talk about how amazing you are, but when prospects repeatedly hear it from someone else, these testimonials start doing your marketing and advertising for you.

Now, this may sound very time-consuming, and you might be thinking, "How in the heck am I going to fit this in?" However, if you set aside a production day or half-day a month, you can record all these types of videos and then put them on a content calendar to release.

Key Takeaways

 

• The more you try to be perfect, the less your customers can connect with you.
• Think less about yourself and more about the person you can help every time you press the record button.
• Picture yourself talking to one individual person when you are looking at the camera lens and not the masses. When you think of video as having a personal conversation with that "one" person you are speaking with, the fear will start to dissipate, and your audience will sense that you are talking directly to them.

To learn more about these tips, Keri Murphy has a comprehensive, free "Be Studio Ready" guide on her website that walks you through all the equipment you need for beginning to advanced video production, including how to set up your office or studio, lighting and more. If you are interested in participating in one of Keri's masterclasses, you'll get special pricing if you mention you are part of Terri's Tribe.

To book a demo to see how APX, our new solutions-based growth and training platform, can help increase your practice's profitability and efficiency, click here.

Terri Ross is a renowned practice management consultant, international speaker in the aesthetic industry, and founder and CEO of Terri Ross Consulting and APX by Terri Ross. APX is an integrative, solutions-based platform for the medical aesthetics industry focused on sales, finance and operations, along with web-based software that features proprietary financial optimization calculators and analytical tools to keep a pulse on the most critical elements of a growing practice that has proven to increase efficiency and profitability. Ross has more than 15 years of experience working with Fortune 500 medical device companies, leading sales teams to peak performance, consistently ranking in the top 10%. In addition, she has more than 12 years of experience and a track record of success working with hundreds of aesthetic practices across the country to launch, grow and scale to upwards of 600% growth.