9 catastrophic mistakes to avoid with video marketing
By Nancy Habeeb Bou Saleh
You all know by now how important it is to incorporate video into your overall marketing strategy. Businesses of all sizes can take advantage of the power of video marketing. But it isn’t without potential pitfalls.
So whether you’re new to video marketing or have a solid grasp on what it can do for your business, always make sure to avoid the following video marketing mistakes.
Mistake #1 Not making any videos
First of all, not making any videos for your business is the biggest mistake you can make. Today, video is no longer a nice-to-have. It is a must-have. Adding video to your marketing efforts is essential in this day and age. Simply because consumers are asking for video and are watching videos every day.
Mistake #2 Your videos are way too promotional
People watching your videos want to be entertained, educated, and maybe to get a solution to a problem they are facing. Therefore make sure your videos are not too promotional, and that they provide valuable information to your audience.
Video marketing is not about you, it’s about your audience! People probably won’t respond very well to videos that are extremely promotional. Video has so much more potential than just to promote or advertise. It gives business the opportunity to inform, and educate the consumer.
Mistake #3 Not focusing on a single message
People don’t like being overloaded with information. If your videos contain too much information, you audience will get overwhelmed and might not even watch to the end. So rather than producing a 5 min video that covers too many things at once, try to make a campaign of multiple shorter videos, each geared toward a particular purpose, message, question, topic and so on.
Mistake #4 Not promoting your videos
You’ve produced a video, now what? You should tell everyone about it. YouTube is not the only place you can upload your videos to. Try to take advantage of other social media platforms. Post them on Facebook, twitter, Instagram and LinkedIn, and also don’t forget to send them via email marketing campaigns and upload them to your blog posts.
There is no point in creating a video without a solid promotion strategy. Always promote your videos! Share them anywhere possible and encourage your viewers to share them with others too.
Mistake #5 Expecting immediate and rapid results
Videos will not immediately reach viral success. So if you expect your video content to drive instant results, you’re only going to be disappointed. Most video marketing campaigns take time to gain momentum and produce a return.
You should bear in mind that a good video marketing strategy is an ongoing effort that requires consistency, dedication, and patience, and will yield results over time. Even viral videos didn’t become viral overnight, therefore try to focus on creating quality content your readers enjoy engaging with.
Mistake #6 Not including a call to action
You managed to get someone watch your entire video and then you lose them by not having a call to action! Don’t leave your audience wondering what to do.
At the end of your video, it’s absolutely crucial to give clear instruction to your viewer regarding what they should do next. Tell them what you want from them. Every video should have a clear call to action to tell the viewers where to go next. A call-to-action provides your audience a clear path for them to take.
Mistake #7 Not knowing your audience and their needs
In order to do video marketing successfully, you should really think about who your target audience is, know them well, and produce videos that are relevant to them and that they will enjoy. You should not try to target anyone and everyone with a single video.
Ignoring your audience’s interests, tastes, demographics and other characteristics, is one of the biggest mistakes you can make.
Mistake #8 Failing to track video performance
Producing great video takes time, energy and money. Therefore promoting it and hoping for the best is not enough, you need to find a way to use metrics to track the performance of your videos, and how they are actually impacting leads and sales.
Be sure to take advantage of YouTube analytics and other tracking tools to determine the success of your video. You can track everything, who is watching your video content, for how long, which parts of the video… in order to measure the success of your efforts.
Mistake #9 You have chosen the wrong video production partner
One of the biggest mistakes business owners make is producing a low-quality video. Choosing a video partner that lacks the resources, knowledge, and industry experience needed to deliver a premier quality video is a huge mistake that you might be making.
According to Brightcove, 63% of consumers are more likely to have a negative perception of a brand that published a poor quality video.
People equate the quality of your business with the quality of the video. That’s why you need the right video production partner.
Businesses of all sizes can take advantage of the power of video marketing. Video marketing exposes your business to a larger audience and positions you as an expert.
But it’s important to make sure you don’t fall into any of the above 9 video marketing mistakes and you’ll be on your way to producing something that will connect, resonate, and engage with your target audience.
Contact us to get started and discuss your video production needs.
Nancy Habeeb Bou Saleh