Earlier this year we told you how to get started with video marketing and a lot of it involves a “just do it” attitude, but while this enthusiasm is important, spontaneity can often lead to a mistake or two.
It’s easy for businesses and marketers to solely focus on engagement numbers and shares. As much as we’d love a video post to go viral, we need to focus on the purpose of each of our content pieces (including video) to help our audience and provide them value!
When you consider that content with video gets 94% more views then those without, and over half (60%) of consumers are more likely to consider or contact a business when video shows up in local search results, it becomes clear how much of an impact videos can make on your business.
But if you’re new in video marketing, it’s easy to settle for videos that are cheap and cheesy and that can do more harm to your brand image in the long run. This is simply because the viewers tend to identify the brand with the quality of their content, and you certainly don’t want your brand to be perceived as an amateur and low-quality or to send out all the wrong messages for the sake of virality.
That’s why we felt necessary to point out 5 major, but common video marketing mistakes and how to avoid them.
1. Making it All About You
Recall the time when you were watching a video on YouTube which ends up serving a sales pitch that has nothing to do with you. It has happened to all of us! So what do you do? Well, you probably tune it out or even close the window.
When you talk too much about yourself and your brand, you lose your viewer’s attention and when you lose your viewer’s attention, you’re losing a potential lead.
How to Avoid: Create videos that target each stage of the buyer’s journey.
Look at your buyer personas and the buyer’s journey and think about the frequently asked questions they might be asking when researching. What do they want to know right now that benefits them?
Like any content you create, your videos should guide your leads through their journey towards making a buying decision.
In the awareness stage, for example, you should provide introduction to your brand and offer some educational background on your service or product. In the consideration stage, your leads are starting to do more research on what will solve their problem, so, create videos that provide comparisons to show your audience why your product or service is better than their competitors. Lastly, in the decision stage, testimonials, product demos, or tutorials will guide the viewers towards making a purchase.
2. Ignoring SEO.
Everyone knows how important a strong SEO strategy is in your content marketing but many businesses forget about it when it comes to video.
Including SEO within your video descriptions and titles is how you get your content is found.
You want to make sure that when someone is researching their problem, your video content will be there as a solution.
How to Avoid: Optimize your videos for search engines.
In Google Search Console you are able to list out title, description, thumbnail, and where your video lives, ultimately helping Google index your content and serve up your video appropriately in searches.
Take a look at these 10 Tips to Improve SEO Through Videos that explain all the elements of your video content that need to be optimized to make sure your video gets found.
3. Being too salesy.
One of the foundational pieces of successful video marketing is to avoid going in for the hard sell. Videos can be really effective and fruitful in creating relationships between your leads and your brand, in fact, 90% of users say video is helpful in their decision process. but not if you’re constantly pushing the viewer to buy.
In the awareness stage especially, it’s essential to create videos that people will actually want to watch. Think about when you stumble on a video in your newsfeed; what keeps your attention? It’s going to be a video that provides value and information on a certain problem that you are experiencing.
How to Avoid: Create entertaining video content that provides value to the viewer and communicates a message that’s focused on their benefit, rather than your USP or goal.
Remember, in most situations, especially on most video platforms, people aren’t looking to be sold to – they’re looking to be educated, find answers to their problems, and even be entertained.
Creating educational, helpful video content doesn’t mean just solely focusing on hard numbers and facts. You need to use video as a way to tell a story; share knowledge that is going to resonate with your audience while addressing their pain points or interests. It’s essential to directly hit on your buyer’s concerns and provide answers that will be helpful.
4. Leaving out CTAs
Say someone is watching your video and they’re really intrigued with what you have to say- you’ve now educated the viewer with your video content, and there’s a good chance they’re interested in learning more.
Unless you provide a button to click, URL to visit, or even number to call, how will they know what to do next? If you don’t give them a follow-up action either (through a clickable button or a verbal call) to take with your brand, they are unlikely to take any action and you may have just lost your next sale.
How to Avoid: Direct the viewer to the next steps.
I’m sure I’m not alone when I’m researching something on YouTube and end up in a black hole of recommended videos and forgetting where I even started. it’s important to include a call-to-action (CTA) in your video driving the viewer to take action with your brand, for example, subscribing or visiting a customized landing page on your website where you can capture their contact information.
You want to keep them engaged with your brand as long as possible, and this won’t happen if they get lost in related videos or aren’t given something to do next.
5. Poor quality
This may seem like a no-brainer, but it’s important to produce high-quality videos.
Businesses are quick to jump into creating video as they feel the need to produce content right away, but remember, this is a representation of your brand. If you create poor video quality, people are going to associate it with poor service or an outdated product.
How to Avoid: Make sure you have the right tools and techniques.
If you have the skills in-house you might want to get hands-on with video yourself. But – and this is a big but – you’ll already need a fair amount of experience producing video content to get the most professional and effective results.
In most circumstances we recommend you use an experienced video agency to handle your video production, which’ll be able to offer you much more in terms of expertise, execution and equipment. If you think you’ll need highly polished video content to appeal to your target audience or tell your core message then an agency is a must.
Working with a production company will end up being more convenient and efficient in the long run. They will make sure to focus on each step carefully to create a quality video.
If you’re new in video marketing, or even in digital marketing area, we know it’s not easy to jump-start creating and distributing a remarkable video content that will perform and convert.
However, by making sure you avoid the most common mistakes that could downgrade your marketing efforts, you’re well on your way to video content that will propel you towards your marketing goals.