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Coastal Web Marketing


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 companycan 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.

We’ll have more on video marketing mistakes in our next post.

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