All posts by Kristin Kruk

Introduction to Online Video Marketing

Aside from social media outlets like Facebook, Twitter, etc., online videos also serve as an essential element of digital marketing. Motion and visuals attract the human eye, thus making videos a necessary online tool. Some major companies have had huge success with their videos going viral, but you don’t have to aim that high. Producing sophisticated videos that target patients can increase your office’s online visibility, and ultimately recruit prospective patients.

Are you asking yourself, “what videos could I possibly put on my website?” Let us give you some inspiration.

  • Product or service: Show your patients what procedures your practice offers – dental implants, root canal treatment, etc. Did you just install new equipment in the office? Demonstrate why your new Kodak 9000 3D CT Scanner is the latest, greatest technology for your patients.
  • Customer Testimonials: Let your loyal patients communicate their good experiences at your office directly to your website visitors. This allows prospective patients to envision themselves in the shoes of your patients.
  • Bragging Rights: Did your practice make a donation to a cause or host a fundraiser, such as Dentistry from the Heart? Establish that your practice appreciates community and charity to show that you’re more than just an office.
  • Office Tour: Create a connection by spotlighting the staff and showcasing your place of business. This allows prospects to get a sense of your office atmosphere before they ever set foot in your office. If your staff is personable, professional, and fun, show it! Your practice will look more attractive through a creative and original video.

An example of a well executed video by Crystal Clear Dental of Tinley Park, Illinois:

Boost your business’s online presence and jump into the world of online video marketing. Your current clients will enjoy watching their doctor and staff in a new light while your prospects will be enticed to call your office today.

Differences Between a Press Release, Article and a Blog

What is a Press Release?

A press release is a written announcement to the media. It announces scheduled events, promotions, awards, new products and services, sales accomplishments, etc.

Examples of a Press Release:

  • Purchase of new dental equipment, such as a 3D CT scanner.
  • Hiring of a new associate to the practice.
  • Non-for-profit event to be hosted by the dentist.

How to Write a Press Release:

1) Headline:

  • Initial case: Capitalize the first letter of each word, except for words that are less than letters. Example: Chicago Dentist Hires Oral Surgeon and Dental Laboratory Technician.
  • Keywords: Draw people to read the press release by using important keywords related to the subject matter. The best headlines draw people and search engines. Example: Cosmetic Dental Practice Opens in Burr Ridge, IL.

2) Summary/Sub-header:

  • Goal: Encourage people to keep on reading your release. Identify a key feature that is going to draw attention.
  • Length: One paragraph long—two to three sentences.
  • Example: Smiles Cosmetic Dental opened in Burr Ridge, IL on Saturday, May 25th. John Doe, DDS, opened Smiles after 5 years of starting his first practice in Lombard, IL.

3) Body:

  • Place and Date: Start with City, State, (SOURCE) Month Day, Year. Example: Burr Ridge, IL (SMILEHOUND) May 28, 2013.
  • First paragraph: Covers the who, what, when, where, why and how. Besides the headline and summary, this is your last chance to really clarify the news. The rest of the release provides details and supporting information.
  • Supporting paragraphs: Give further explanation, statistics, background, and other details to support the claims from the introduction.
  • Quotes: Mentions from someone within the company or interest gives the press release a human element.
  • Length: News releases are between 300 to 800 words.
  • Related links: At the end of the release, include links to the company website to make the reader’s search for information much easier.
  • Contact Information: Include a name, phone number, email address, and mailing address for the reader’s reference to seek out more information.

4) Writing Rules:

  • Write in third person: Use he/she, him/her, his/hers, it, they, them, their/theirs. If you find yourself using I, we, me, us, my, mine, our, ours, you or yours, you’re not writing in third person.
  • Use active voice: Construct the sentence where the subject “acts.” To compare active and passive voice, active is constructed like “Timmy likes the dentist,” whereas passive is constructed like “The dentist is liked by Timmy.”
  • Proofread to check for grammar: Grammar rules can be reviewed on sites such as grammarly.com or grammarbook.com.  Poor grammar usage could potentially affect your credibility.
  • Do not use all caps: This is a red flag for spam or an advertisement. Using all caps also looks very unprofessional and will most likely be ignored.
  • Clarity and readability: Transparent writing is important so that the reader can understand as much as possible.
  • Hyperlinks: On keywords, a related hyperlink will optimize the release. Readers should not be misled by a link that does not match the keyword.
  • Factual Information: Avoid embellished writing and just stick to the facts.

What is an Article?

An article is a written work via print or online. Articles can feature news, research results, academic analysis or debates.  They can appeal to the general interest, like daily newspapers, or to a niche market, such as dental magazines, etc. The main purpose is to educate the reader.

Examples of an Article:

  • Dentist’s advice on how to prevent gum disease.
  • Information on new technology in dentistry.
  • Comparing and contrasting different teeth whitening options.

How to Write an Article:

1) Headline

  • Keywords: Mention keywords related to the subject matter or hot trends that are newsworthy.
  • Attention-getting: A well-written headline will draw a reader to the article.
  • Style: Written in an abbreviated style—not in a complete sentence. Example: Brushing Teeth Lowers Dental Health Risk

2) Byline

  • Format: Give name and position of the writer.

3) Lead

  • Goal: Sum up the article. The lead sets the tone and draws the reader to keep reading. This is the first paragraph of the article and answers the who, what, where, when, why and how questions.

4) Body

  • Content: Details based off of the lead.
  • Style: Chronological, Cause and Effect, Classification, Compare and Contrast, List, or Question and Answer.
  • Quotes: Mentions from someone within the company or interest gives the press release a human element.

5) Conclusion

  • Style: End with a quote, descriptive scene, a play on the title or a summary statement.

What is a Blog?

Derived from the words “web log,” a blog is an informational site consisting of posts in reverse chronological order. Blogs can be written by a single individual, or by multiple authors. They invite readers to interact with the writer by leaving comments on a post. Blogs vary in purpose—some are personal online diaries whereas some are brand advertising for a company. Authors may choose to include pictures or links to other websites and media.

Examples of a Blog:

  • What you’re on right now!
  • News: HuffingtonPost.com
  • Tabloids: TMZ.com
  • Corporate: WholeFoodsMarket.com/blog
  • There are many others categories depending on the writer, audience, business, etc.

How to Write a Blog:

1) Blog posts can vary in content.

  • Question and Answer: Why is it important to brush your teeth? How often should you brush your teeth? What are the best toothbrush brands?
  • How-To: How to Prevent Gum Disease
  • News: Study on Plaque by University of Michigan Reveals…
  • List: The Top Dental Schools in the United States
  • Review: Pros and Cons of Dental Implants

2) Tips:

  • Consistency: Posts should look the same in format, font and size.
  • Style: Use bullet points, paragraphs, headers, and images to break up your writing and give it variety.
  • Frequency:  Writing new posts depend on the writer. However, to stay fresh and relevant, update as frequently as possible.