Video Marketing Mistakes to Avoid
You’ve probably noticed it yourself. Just about any time you search for something on the Internet, several videos show up in your top search results. Did you know YouTube is the second largest search engine? Cisco recently predicted that global online video traffic will be 55 percent of all consumer internet traffic by 2016.
If your video marketing strategy is still in the ideas phase, it’s time to get moving. A good web production company can help you use web videos to your advantage. Video is a very effective marketing tool when done right. But some do-it-yourself videos produced by small businesses sometimes do more harm than good. Here are some common mistakes and how to avoid them.
- Making a video just to make a video Did you ever have a teacher or a coach tell you “When you fail to make a plan, you plan to fail?” Well, turns out, they were right. You have to ask yourself if your web video serves a higher strategic purpose. Is it branding you? Will it encourage customers to buy your product?
The solution: Approach video marketing like you would any other marketing campaign. If you can obtain a business objective through video, then go for it.
- Not branding correctly Hearing someone remembers seeing your video is great. But if they can’t remember the name of your business, that’s a problem. Many times we get so wrapped up in making of the video that we forget its actual purpose: communicating the benefits of and promoting your business.
The solution: Brand your video with your logo, website URL, or another piece of your identity — especially in the beginning.
- Making your video too long How long was the last online video you watched? Thirty seconds? Maybe two minutes? Remember, your video needs to be engaging and not so long people get bored and click away.
The solution: Keep it short, sweet, and to the point. About 60-90 seconds is the target number.
- Not focusing on a single message So, suppose you just watched an online video for a company that talks about its new product, its history, a new location, business awards, recent community involvement, personal message from the CEO, and a new rewards program. Did you learn anything? Maybe, if you actually watched it all the way through.
The solution: Deliver a single message with your video so viewers have a definite takeaway. Consider making several videos that address different aspects of your business. Be sure to place the videos on the pages they relate most closely to.
- Not giving a call to action “Visit our website.” “Give us a call.” “Follow us on Facebook.”
Did you include something like this in your web video? If not, your visitors may be unsure of the next step to take — and you just lost a valuable lead, sale or click.
The Solution: Include a clear call to action so your viewers know what to do after they’ve watched your video.
- Failing to use SEO for your video Getting your audience to see your video online is crucial. Just posting it on YouTube isn’t enough anymore. There are specific tactics and techniques that can drive web traffic to your site and video, and rank your site higher in search results.
The Solution: Use SEO techniques to increase the online visibility of your video. An SEO company can help you with this.
- Expecting instant results “If you build it, they will come” only works in the movies. Video marketing takes a while to become effective.
The solution: Understand that a good video marketing strategy requires consistency, dedication, and patience.
- Incorrect placement of selling points Waiting until the end of your video to convey your selling points is dangerous. The longer a video is, the faster people get bored.
The solution: Put major selling points at the start of your video.
- Failing to address your target audience Sure, you have products and services that can benefit a wide audience. However, your video will be more effective if you focus on one point and don’t cast too wide a net. Different people have different pain points. You need to decide which ones you want to address. Remember, when you try to speak to everyone, you speak to no one.
The solution: Focus your message on a specific and well-defined target audience.
- Choosing the wrong partner or producer Your viewers and potential customers are very picky. They’ll be critical of the quality of your video and equate it to the quality of your business. Sure, anyone can use a smartphone to make a video, but is that how you want people to see your brand? And if you hire a web production company to produce the video, do they know about your industry or understand the market? Ask a lot of questions to get the answers you need. After that, it’s time decide if your video partner can produce something that reflects the quality of your company.
The solution: Do your homework before hiring any outside talent or firm to create content for your business.
For more information you can reach us at 410-420-9390. We are the team at Coastal Web Marketing providing SEO web marketing, website design and web videos for small businesses.