Bioresonance and marketing: the successful way to digital visibility
Torsten Hartmeier, Alternative Practitioner, Lübbecke, Germany
Dear Reader,
today is a real première for me. This is the first conference presentation on the subject of marketing. I admit that, unusually for me, I am a little nervous simply because I could now spend hours talking about this subject. Also, of course, because I would like you to apply as much as possible from this presentation to your own daily practice. That’s why I’m not going to tell you an introductory story today, but instead jump straight into the action.
Bioresonance and marketing: isn’t this a contradiction in terms?
To many therapists, the idea of using the Internet to reach out to prospective patients can be disconcerting and even intimidating. Most therapists know very well how to use bioresonance to help patients as soon as they walk through the door.
Yet there is some uncertainty about how you can reach prospective patients online. The delicate nature of therapists’ work and the fact that they often deal with sensitive issues in their treatment can complicate any possible marketing efforts.
The challenge
As in any successful business, a marketing strategy for your practice is paramount to your success. Without marketing, no one will know that your practice exists. However, for many therapists, the word marketing has negative associations. This is why most therapists avoid using marketing strategies for their practice and, in the worst case, leave the growth of their business to chance.
And yet it is still possible
I’d like to use this presentation to show you that it is very possible to plan and develop online marketing for your practice in a systematic way. The really great thing about it is that you don’t need to have studied marketing or business administration to get started.
You just need to be a person with a calm and pragmatic approach.
I would particularly like to show you that there is no great mystery surrounding the successful promotion of your practice on the Internet.
It’s time to get online!
I’ll start by showing you how I started my marketing activities, so that you can get up to speed as quickly as possible. I used the video portal YouTube to publicise my treatment of COPD. I remember recording my first video as if it were today – my autonomic nervous system was not at its best. And I experienced the same thoughts about YouTube that you might be having right now. And they might have looked something like the following:
“What on earth does a video on YouTube have to do with my practice? Surely videos are all about people who want to become influencers. They probably show cute kittens or young women eagerly trying to sell cosmetics. My job is to make people well again. What on earth does that have to do with me?”
Since the 2000s, influencers have been people who use their strong presence and reputation in social networks to promote products or lifestyles, for example. Source: wikipedia.org
What do the statistics say?
Well, if you need a little convincing, there are some clear statistics and my concern is that if we don’t get into video marketing and get into the habit of making videos for our patients and our prospective patients, we will fall far behind in terms of advertising.
YouTube is the second largest search engine in the world and the most visited website after Google. It is the second most popular social media platform with 1.9 billion users. 400 hours worth of video are uploaded to YouTube every minute. Over 1 billion hours of YouTube videos are watched every day, more than Netflix and Facebook combined. 70% of YouTube views occur on mobile devices. The average viewing time on mobile devices is more than 40 minutes. Source: www.brandwatch.com
Building trust
Videos are not only a powerful tool for marketing any business, but can also play a special role in marketing your practice.
Why is that? All our work is based on trust. Prospective patients need to feel they can establish trust with a therapist before they even think about making contact. And videos are one of the most powerful tools available for building trust. Prospective patients are true online researchers and try to find out everything they can about a possible treatment. And that’s exactly why video is such an effective tool for building trust. Prospective patients can use video to gain an initial impression of who we really are.
I don’t need to tell you that trust is hugely important in alternative medicine. When someone is thinking about coming to see you, they usually have two things in mind: “Will this person be able to help me? Can they solve my problem.” In other words, are you the right person who can help solve a problem? These are exactly the thoughts that prospective patients have. Initial trust can develop when they see a video of us as therapists and perceive us as empathetic. It is almost as if the future patients already know us a little bit through a video.
What is the reason for that?
Did you know that someone who watches a video instead of reading something is nine times more likely to remember what was said in it?
People are 90% more likely to share posts which share content on social media that is video rather than text and images.
YouTube video marketing has been one of the main reasons for the growth of my practice.
9 years ago, I set out to spread the word about my COPD therapy services. Using YouTube to do so was exactly the right decision. If you wish, take a look at the hits on YouTube.
Darling of the search engines
Videos that you embed on your website help you climb in the rankings. And search engine giant Google in particular likes high-quality video content and rewards it accordingly. The chance of landing on the first Google page increases by over 50% with a video.
The term content describes the sum of texts, graphics, illustrations and images that make a website worth visiting and interesting. Beyond the mere importance and attractiveness of the content, content is also one of the main determinants of the value of a website.
Source: https://unternehmer.de/lexikon/online-marketing-lexikon/content-3
In general, websites with videos are more often linked to than conventional sites and are therefore rated better by search engines.
Prospective patients stay longer
The length of stay on a website providing videos can increase up to 6 minutes. The extended time spent on the website tells the search engines that you offer high-quality content. This also has an effect on search engine rankings.
Furthermore, videos strengthen the bond with your prospective patients. This happens because, in the best-case scenario, your prospective patients are given just enough information in your videos that they decide to make an appointment with you.
The harsh reality of websites without video, however, is quite different. A purely text based website barely manages 40 to 50 seconds.
How to proceed
You have decided to upload a video to YouTube? Excellent. You can easily make this happen following the guidance given in this presentation.
Although showcasing yourself in a certain niche is not always necessary for success as a therapist, it is essential if you wish to be successful on YouTube. Having a niche or target audience allows you to stand out from the crowd and attract attention.
Position yourself as an expert in your niche. Create videos that offer your target audience real added value (help solve problems) and answer common questions they may have, even if these videos do not directly promote your therapies.
I chose the specific niche subject of COPD. All my videos are about lungs. What would be a possible niche subject or target audience for you?
Solve a problem
Make a list of some problems related to your niche subject (target group) where you can offer some quick tips on how to solve them. Any of these problems can become the subject of a video in its own right. Popular videos that are clicked on most often are those beginning with: “How you…”, or: “What you…”.
What does the common clinical picture of “cystitis” look like?
Possible instruction videos could be entitled:
“How you can promote a healthy bladder with a special natural substance.”
“What you need to bear in mind to prevent your bladder from cooling down.”
Please don’t forget to use a call-to-action (CTA)
Once you have created your video and uploaded it to YouTube, don’t forget to include a call to action. You can either include this directly in the video or position it in the text box (video description) below the video.
A call-to-action is an important element of any website. It’ s what actually draws your website audience to take action and interact with your website, whether it’s registering to join an e-mail list, completing a contact form, visiting a specific page, or even selecting “Click here to read more” on a blog post. A call to action gives your prospective patients the opportunity to engage with you and your therapy services and continue to build trust in you.
How to check your video for the likelihood of success
Before creating a video on a specific subject, make sure that there is a real demand for that subject. This vital preliminary research may spare you a major disappointment, namely, that nobody is interested in the video you created with a lot of heart and soul,and that your click figures are stagnating. It has proven effective to carry out precisely these steps that I am about to show you. All the research options I present to you are free of charge and only require you to invest a little time. That’s not quite true; two suggestions you can use are subject to a charge. But I can assure you that they are affordable – if you decide to use them.
Believe me, if you conduct this research properly, your video is bound to be a success.
I’d like to illustrate this with the example of the subject of cystitis.
Use Google Trends
I would first like to know how often the search term cystitis (Blasenentzündung) has been searched for. I can use the Google Trends tool for this.
Google Trends is an online service of Google LLC that provides information about what search terms were entered by users of the Google search engine and how often. Source: Wikipedia
The exciting thing about Google Trends is that I can use it to compare different terms with each other. In our case – cystitis – I also searched for the term irritable bladder (Reizblase).
Thanks to Google Trends, I now know that the term irritable bladder is very seldom searched for in relation to the term cystitis and plays a minor role in any further course of action.
https://trends.google.com/trends/?geo=DE
I then use Google Suggest.
This is easy to do. As soon as you type the term cystitis into the Google search bar, Google automatically suggests other words related to the term. You should make a note of these, as they will play an important role later on.
Google Suggest is an extension of the Internet search engine Google for suggestion searches where, while a search word is being typed, popular keywords with a corresponding prefix are already listed with
an estimated number of hits. Source: Wikipedia
Since we are going to post a video on YouTube, we also visit YouTube to get ideas
Just like Google Suggest, the automatic suggestion search on YouTube shows us other frequently searched terms on this topic when we input the search term cystitis. You should also make a note of these word suggestions for later on.
Next, spend some time watching videos on the subject of cystitis. Watch the videos that have generated high numbers of clicks in a short time. Rate the videos for yourself. What did you like about them? What would you do differently? What was missing from the video? Write down your thoughts on this.
The comments that users post below the video are also a source of important information. In most cases, they will give you additional valuable clues for your video, because it’s where users write what they liked or didn’t like. They talk about their own illness and some also write about what has helped them. Again, please write down what you noticed or what you would like to include in your video.
Now let’s play Sherlock Holmes
So far, you have written down the search terms from Google and from YouTube and recorded your thoughts on the videos you have watched. You now have an initial picture of the keywords that are being searched for and the videos that are being watched on this subject.
And now we are going to fine-tune it in terms of what we want to achieve and to use Internet tools to move things forward. There are many free tools we can use to refine our keyword search. That is why I will only mention the ones I use myself in this presentation.
Of course, it is up to your creativity to use other tools for the keyword search. This approach will tell you how large the monthly search volume is for the term cystitis, for example. The search volume is the critical value for us. After all, you don’t wish to produce videos that are not found and therefore not viewed. If there is sufficient search volume behind the term cystitis, you can produce a video for the search term.
Ubersuggest is a tool that facilitates search engine optimisation
It is going to help us primarily with the keyword search. Keywords are words that users enter to find certain things on the Internet. When we enter the term cystitis in Ubersuggest, we learn the search volume. In our case, there is a very high search volume with 165,000 search queries per month. That’s all we need to know. This is the critical value for us. This is because it means that we will attract interest with the subject of cystitis. Ubersuggest gives us other keyword combinations that we should also write down.
As a special treat, Ubersuggest displays content that is often viewed on the web. It’s worth taking a look around the sites suggested. You will often find more valuable ideas for your video here. At the same time, you can see what content (in this case, websites on the subject of cystitis) has been clicked on both Facebook and Pinterest.
Ubersuggest also gives you an overview of what content related to cystitis is being read on social media. This is very revealing in our case. The free version of Ubersuggest is more than adequate for our purposes.
https://neilpatel.com/ubersuggest/
Another tool I use is called Seorch
This tool, which is also free to use, creates long tail keywords for a search term. To this end, Seorch scans input suggestions from Google, Amazon, YouTube, Wikipedia and other Internet giants.
These long tail keywords are ranked by frequency. You will find long tail keywords on the subject of cystitis, such as: cystitis men, cystitis globules etc. The search query thus gives me an idea of what headlines might be suitable.
Can men really prevent cystitis by taking globules?
Learn the vital 3 things that men should definitely know if you want to prevent cystitis using globules.
Recurrent cystitis and antibiotics. A successful duo?
Chronic cystitis. How effective are traditional household remedies?
Tip: when searching for keywords on the subject of cystitis, you will come across many keywords relating to pets. For example, cystitis horses, cystitis cats, cystitis dogs.
This may certainly be a worthwhile subject for a video for users of bioresonance in the veterinary field. In the veterinary field, you should proceed with your search in the same way as described so far. Marketing makes no distinction here.
Tip: use the most frequent keywords in your headline so that they can be found better and faster.
In online marketing, the term long tail keyword refers to keywords that only occur in specific niche areas. The term long tail keywords is mainly used for Internet searches. Long tail keywords often consist of several words strung together to – theoretically – an infinite number. A long tail keyword is therefore a keyword that very precisely defines the target of the information and, when entered into the input field of a search engine, greatly limits the number of ad hits. This enables search engines to provide the relevant information precisely in response to the user’s search queries. Source: Wikipedia
https://seorch.eu/html/google-suggest-checker.html
Amazon – a global player
Another important tool for our research is Amazon. There you can enter the term cystitis under the category Books. You will now realise at the latest that there is a demand because you will find a large number of book suggestions can be found on Amazon. There were 145 book entries on the subject of cystitis alone at the time of my Amazon research.
Take a look at the books for which reviews have been written. The reviews are a real treasure trove of additional important information for our video. Here, for example, those affected write about their experience with the advice given in the book in question. And it is precisely from this experience that we can draw conclusions and gather ideas for our video.
Tip: I prefer to look at the 3 to 4 star reviews. These contain not just outright praise, but also possible points of criticism. It is precisely from these reviews that I glean additional important information.
There’s no getting around social media
Use social media to learn more about your subject. For me, Pinterest, as the world’s largest search engine, is an absolute insider’s tip for obtaining more information. Pinterest is an inexhaustible source of good ideas, especially on health subjects. You will find excellent articles and plenty of e-books as a great source of ideas. It doesn’t cost anything to create an account on Pinterest. Again, the amount of information shows that our subject of cystitis generates a lot of interest. Instagram and Facebook can also provide a lot of input.
Simply enter the term cystitis in the corresponding platform and see what others have to say on this subject.
If you feel uncertain and don’t know exactly whether you should use social media at all, I can reassure you. I felt the same. I was very unsure and didn’t know how social media worked at all. I have used free e-mail courses and webinars to learn more and I can say that I have had no regrets.
Tip: enter the term: “Instagram course free” into the search engine of your choice and you will be amazed at what is on offer free of charge to enable you to use the medium successfully afterwards. Then replace the word Instagram with the word Pinterest and you’ll also find what you’re looking for there.
It is always worth taking a look across the pond
Gather valuable information from big names in the USA. Dr Mercola is probably a familiar name to many of you. Dr Axe and Dr Jockers also offer a wealth of high-quality input.
Reading and obtaining information here, naturally also with the help of a translation application, is definitely the right step to take. Not everyone likes the typical American way – especially when it comes to marketing certain things. Nevertheless, I have to admit that our American colleagues often present good ideas that I would probably have never considered.
https://www.mercola.com, https://drjockers.com, https://draxe.com
In any event, it may be worth subscribing to the free newsletters offered by American therapists. They certainly offer a certain added value.
First, test whether the idea works
Do you like the idea of putting a video online? You simply can’t imagine making a video yourself? In this case, you can use the online provider Fiverr, for example. It will allow you to test whether your video ideas will find a following on YouTube for a modest outlay.
Look for someone there who specialises in animated videos, for example. Be sure to check the ratings there.
Fiverr is an online marketplace for digital services. The company, headquartered in Tel Aviv, Israel, was founded in 2010 and offers freelancers the opportunity to offer their services worldwide. Over 50 million services have been transacted on Fiverr since the company’s inception. Source: Wikipedia
Seek professional help
You can obtain professional texts from a number of platforms, e.g. for the video commentary. Authors offer their writing services on these platforms. If you find it difficult to write texts, it may be worth your while to take a look at these copywriting platforms. You can find an examples of copywriting platforms here:
www.content.de, www.textbroker.de, www.clevertexter.de
Never underestimate the impact of Google My Business
Optimise your Google My Business. Indicate on Google My Business that your new video is online. This gives you the great advantage of being able to link directly to the video on Google My Business. This is an important way of getting people who have found you through a normal Google search to continue to build trust in you.
What else you absolutely need to know
Do you remember that I asked you to write down the search words and other information? We now need that information.
Please use the most common keywords in your video headline.
The following headline contains three of the important keywords that Seorch showed us:
Learn here the critical 3 things men should definitely know if you want to prevent cystitis using globules.
Please use the most common keywords or long tail keywords in the video description.
Don’t overdo it. It is important to ensure a good reading flow and not to compromise for the benefit of the keywords.
Tip: mention the keyword in the video, because YouTube has voice recognition technology. The more often you mention the keyword in the video, the more relevant the video appears to YouTube and is presented correspondingly higher in the search results. Here too, however, you should not go overboard.
What always works well in a video as an introduction
Start with a rhetorical question. The intention here is to elicit a virtual yes from my audience. For example: “Do you ever wonder why your bladder, despite all preventive measures, keeps getting inflamed?”
Introduce your video with a statistic or with certain features. For example: “Did you know that, statistically, …?”
Begin your video with a real-life scenario. For example: “Last weekend, as I was enjoying a coffee on the shore of the Chiemsee, a lady confided her suffering to me. After the conversation, I decided to share some of my knowledge on cystitis in this video.”
If I can’t get you excited about YouTube at all…
that’s perfectly fine. Nevertheless, working through this presentation was not a waste of time for you. After all, you can use the very same approach outlined here for all your Internet activities. Whether it’s for writing a text for your website, for a blog post, or whatever.
You can check your likelihood of success with the measures listed here. Completely independent of YouTube.
A few concluding words
Making a video is hard work. Work at a pace that suits you. You don’t need to publish a weekly video for YouTube to work in your favour. You can start by publishing a video, embedding it on your website and then reassessing in a few months whether you are ready to publish another one. The most important tip of all is of course that you should publish great content.
YouTube tracks for how long people watch your video. If people watch and click on your videos for just a few seconds, YouTube will register user behaviour and rank you lower in search results. Quality is most definitely better than quantity.
Achieving success with your practice and your ideal patients means nothing more than repeating simple procedures on a regular basis. Believe in yourself and stay on the ball.