Guidelines for Video Marketing for Mental Health Entrepreneurs
Counselor 2 Counselor Weekly Newsletter- December 4, 2017
You did it! You received your degree, completed your internship hours (post graduate), and now you are ready to open up your small business! Yes that’s right, a small business! You will find that I use the word “small business” rather than “private practice” because that is indeed who you are, a business owner. You’ve listened to and heard all the recommendations regarding getting your business started. You completed all the necessary steps to get your business formed and ready to receive your “ideal clients”. Yet, you sit waiting patiently for them to arrive. What’s happening? You did the networking; you sent out the letters and forms to schools and doctors offices requesting referrals, you got a website up and running. Where are they? Well that’s where marketing comes into play.
Marketing is about establishing a relationship with your potential clients, introducing them to who you are, what services you provide, and what you can do to address their concerns. Video marketing is an extension of this, done in visual form. Now I know, you may be camera shy, don’t have a good voice, etc. Nevertheless, your potential clients are more likely to watch a content video rather than read about what you do. Studies show that your potential clients “shop” for counselors late into the night. What if you had a video that addressed their concerns that they could listen to and get like a glimpse of your relational style? They are much more likely to pick you for their needs than someone else who may have “resource” that point them to other places.
In this newsletter, I will outline some guidelines regarding video marketing for Mental Health Entrepreneurs.
First things first, let’s get a plan in place. Picture your ideal client, for example single mothers who are depressed due to their only or last child leaving home for college and mom has no other supports. Now that you have your ideal client, you will create a video, 2 minutes minimum, 10 minutes max, discussing “Five Ways to Deal with Empty Nest Syndrome” or “Yes you can have
a life after kids”, etc. In the first 5 seconds of the video should be the introduction of yourself, the next 25 seconds should be the “hook” and the remainder (up to 2 minutes for promotional and 10 minutes for video blog) should contain information to engage your potential clients. Now, if you are going to share content or live videos on your Facebook Business page, the minimum should be 20 minutes. Why, because people are usually scrolling on Facebook so if it is too short, they may miss it. The longer your live streams, the more people will see it, leading to increased access to potential ideal clients and potential referral sources.
Now that you know how to formulate and how long to do your video, what are those little logistical aspects that are involved in making a video?
Videos work best in landscape mode, rather than portrait. Invest in a good selfie stick or prop up your phone against some boxes, a book, etc. You can include a friend or colleague in your video and discuss useful resources. Sit side by side with the colleague, and if you are fearful of what to say, outline your content, include bullet points, and have it sitting to the left or right of your phone. Make sure, however, that you do NOT conduct a therapy session.
Another guideline is to ensure that you use “inclusive” language. For example, use “romantic
partner” or “significant other” rather than “husband” or “wife”. Refrain from using “jargon”. Your video is for your potential client and not for other mental health professionals (ex. explain EMDR, ABA, Neurofeedback, etc.). Also, be natural, engaging, look around, you do not have to stare at the camera. Just Do You…Be yourself.
Lastly, and most importantly, make sure you include DISCLAIMERS! If posting content for your ideal client that is suffering from depression, for example, make sure you include suicide hotline
numbers and other emergency numbers. Clarify that the video is NOT considered therapy nor is it intended to replace therapy. It is important to end each video with a “Call to Action”. At the end, tell them what they can do to learn more about, referring back to example, “How to Live Life after Kids”, by contacting you. Give them a button to push, a phone number to call, a confidential email to send, etc.
And there you have it, guidelines to getting your own video marketing campaign started.
I provide FREE 15-minute consultations on how to Act Like a Therapist, Think Like an Entrepreneur™ that provides methods and strategies for Mental Health Entrepreneurs in areas such as content marketing, business formation and growth, diversifying income streams, and more. Schedule your FREE 15 Minute Consultation Today!