Video plays a significant role in marketing, and you need to invest a lot of time and money into a video project to effectively engage with potential customers and attract their attention. Nowadays, people are consuming information in the form of a video, compared to reading it in a text. So, it is important to provide valuable information in a short video to capture the attention of your audience to achieve results. A mistake in video marketing is something you cannot afford as it involves a lot of time and money. Here are some of the most common mistakes of video marketing.
1. Making Video Without a Clear Objective
Video marketing may sound like an exciting new medium to promote your business but jumping head-first without understanding the real goal is a serious mistake. Brands must have their own set of goals and priorities while producing a video. Whether it is to get visitors to sign up for a free trial of their software or launching a product that solves a particular problem faced by the audience.
2. Making Long Videos
People are either busy or they don’t have enough patience to watch out for a lengthy marketing video. Too much information on a single video is always boring, and they are likely to leave immediately. The shorter the video the better. You must always keep your videos short, sweet, and to the point. Cut out irrelevant content that extends the video length, and mention your key points at the beginning.
3. Jamming Too Many Messages
In order to convey your message clearly to your audience, make multiple videos each with a single message. Including too many messages in a single video will dilute the message, making it difficult for your audience to follow up. Overloading too much information in a single video will result in a loss of interest in your brand.
4. Overdoing your Sales Pitch
Trying to push the product into the viewership of your audience is a huge mistake. Nobody likes the feeling of being sold to. Customers are looking for something that is beneficial to them. So, you have to build a relationship with your customer by giving useful advice or providing valuable content and making them feel like you understand them. Only then move forward with your sales pitch.
5. Not Using Video Analytics
After creating a well-planned video marketing strategy, you need to monitor how well your video is performing among your audience. That is when you need analytics to give you all kinds of useful data about your video, like who is watching, total no. of watch time, how long they watched, etc. This information will get you useful ideas on how to tweak your strategy to target customers interests to achieve your objectives. Video Metrics can improve your future video marketing efforts by measuring your analytical data.
6. Failing to do SEO
Now that your marketing video is ready, the next step is to get your target audience to see your video. Search engines operate with the help of several video optimization tactics and techniques such as keywords, metadata, and a good thumbnail image accompanying the video. Also make sure to include relevant keywords to your title, description, and tags to bring out remarkable results.
7. Avoiding a Strong Call-To-Action
You want your audience to do something after watching your video, ask them to visit your website, sign up for a webinar, like your video, subscribe, or contact you directly through call or email. Call to Action is important to guide your audience on what to do next. Don’t present the closing statement as a sales pitch, just try to persuade them in a strong, and trustworthy way. Without a proper call-to-Action, your video might just fade away and lose a valuable lead, a click, or a sale.
Mistakes do happen. Once you understand that it is a mistake, you should always refrain from not committing them again. Video marketing can be an extremely effective way to promote your brand, but you must take a step back, and revisit the overall strategy before jumping right into it. As you learn more about video marketing and what users want, you will end up having more engagement, an increase in traffic, and new customers.