How to Avoid
Video Marketing Mistakes
Videos can be a powerful tool to add to your company’s marketing strategy. They’re engaging, effective and gaining popularity everyday. However, as demand increases, so does competition which means your videos have to be top notch. Here’s how to avoid video marketing mistakes to achieve great results.
Make Videos Fun
The key is to catch the attention of the viewer immediately, and hold it throughout the video. Think about a video that kept you engaged—it probably wasn’t one where a person was reading off of a script.
Videos need to tell a story. Stories can bring up emotions, emotions can build trust, and trust can spark a connection which is the ultimate goal. Metaphors, analogies, graphics and text can all play a role in an effective video.
Don’t Make a Sales Pitch
Users are choosing to watch your video, and they can also choose to stop at any time. Since videos are meant to pack a punch in a short amount of time, use your words in a way that doesn’t feel force-fed. Creating a relationship with future customers is always more important than an immediate sale. Remember to focus on your audience, not on you.
If ultra promotional material is essential, know that major selling points belong at the beginning of the video. Put the interesting bits in the lead and follow them up with supporting details.
Keep it Relevant
Don’t tell white lies to gain a larger audience. If your video is about one item, make sure that one item is clear right out of the gate so your viewers know exactly what they’re going to be learning about. A viewer who isn’t getting the material they wanted will become disinterested, exit your video and possibly avoid future contact with your organization.
You don’t need an abundance of people to watch your video; you only want the ones who would be interested in becoming customers to watch your video.
Keep it Simple
Videos need to have one clear message. Cluttering people’s minds and pulling them every which way with over-complicated material isn’t going to be beneficial for you. If you have several messages to convey to your audience, make several short videos instead of trying to cram everything into one.
In addition, complex terminology about your product may make sense to you, but it won’t always make sense to everyone else. Simplify what you’re going to say to ensure a wide range of people can understand.
Avoid Low Quality Material
Shaky videos, bad lighting and bad graphics can all be painful to watch, causing viewers to lose interest and not take you seriously. A customer’s first impression of your business can oftentimes be made from a video, so it’s important that you take the time to make it unforgettable (in a good way).
Even if your video budget is low, that doesn’t mean you should decide against creating video content. Do your research on the right videography techniques and equipment if you want to tackle the projects yourself, or search for a video company that can provide quality service for a reasonable fee.
Use a CTA
Call it out! A call to action is critical when it comes to video marketing, which is why you want to make it very clear.
By adding a CTA at the end of your video, you can help guide your viewers in the right direction and keep the attention that you worked hard to get. Try driving your viewers to watch the next video, visit the store, view the website or follow your social media pages. Whichever direction you want your audience to go, you must guide them there.
Just because you throw a video up onto the internet, doesn’t mean people are going to see it. That’s where SEO comes into play.
There are certain tactics you can use that can help drive web traffic to your site and video. Diverse pages that are updated frequently typically rank better and can help improve conversion rates. The more images, text and diverse media you have on a page, the better it will appear to both the algorithms and potential customers.
Track Your Results
Analytics data can track what everyone is doing on your site. For example, you can find out who your audience is, what videos they’ve watched, how long they watched them, and which parts they’re watching. This can give you invaluable insight on your content.
This information can tell you what your customers are truly interested in. You can even begin to tailor your content around what people want to see, potentially increasing your leads and conversions.
Video marketing is measurable, realistic and an increasingly popular way to help with engagement. Keep these things in mind when you begin the planning and production of your next video to ensure it doesn’t fall into the category of video marketing mistakes.