Using the above information about ABC Dentistry with industry stats, we can determine how much video is worth to a client and how effective it is. A video package that includes a base marketing included costs ABC Dentistry $5000.00 for 5 videos, optimization and support.
$5000 in marketing spend nets ABC Dentistry over $90,000.00 in revenue, with very little risk. The numbers look great, and the likelihood of success is very high, because ABC Dentistry had a great website and was able to successfully convert 1 in 50 website visitors.
Extra Value From Video
The series of videos also increases visibility for ABC Dentistry on Google and are featured in that clinic’s reception area to walk-in patients. Video Testimonials captured during production also improve referrals and the clinic’s reputation as a service leader. Later on, video may be used in other ads in nearby restaurant television systems, at a local movie theatre or even on television.
The Final Result
Five unique videos cost $5000 total, split over 2 x $2500 payments. The videos produce 5000 unique impressions, 1500 full views and over 900 website clicks, resulting in the $90,000 or more in new business over 2 years during the initial campaign. Over the lifetime of the video, every additional click could result in a potentially rewarding new customer. Account for SEO improvements and reputation/brand improvements over time, which are harder to measure, and the number is higher still. With educational videos targeting orthodontic procedures, the number goes up again. Simply put, the campaign is successful, even if it only works a fraction as well as we’ve described. With additional marketing spend, the sky is the limit.
In this case, ABC Dentistry earns about $90,000.00 in revenue over 2 years with video marketing from new patients. They also improved their reputation in the community thanks to educational videos and video testimonials that build trust with new patients. Video works by converting web traffic into high value website visitors. All results are fully trackable and easy to follow. No other digital ad format provides the reliability, versatility and power of video.
The math makes sense for ABC Dentistry. Does it make sense for you?