If you aren’t already aware of the advantages that video marketing can bring your business, it is never too late to find out. Increasing sales, building better relationships, and a higher ROI (Return on Investment) are just a few examples of what video marketing can do. On top of all the advantages and ways video marketing can be implemented into your business, there are also a variety of different video types that can be used to draw in a larger audience, create new clients, and keep them coming back for more products.
However, like anything, there are obstacles that quite a few people can run into. The videos you put out are going to reflect you, your business, and your brand, and will also be how present and future customers see you. Today, we’re going to discuss some of these common video marketing mistakes and offer some insight as to how you can avoid making them.
Not Having a Strategy
This is probably the most common mistake people make. Having a plan is vital in everything that you do, and video marketing is no exception. The more you have organized, the better your video marketing experience will be. Without a plan, you may make the mistake of completing things that should be completed later or putting out videos that don’t serve an actual purpose. The information you start putting out can get lost in translation and your audience won’t know what to expect, especially if you don’t know what to expect either. You need to have as many things organized and planned on regarding your video marketing strategy as you can.
Who is responsible for what? What is your overall business purpose or goal? What is your purpose or goal for the video you are working on for release? Are you using the right type of video for your purpose? How long will your videos be? Where will the videos be uploaded? What do you do after they are uploaded? These are just a few examples, but it is essential for you to understand that without a strategy, what you read after this is a consequence of not having a plan and there are still other mistakes that can be made that aren’t mentioned.
Focusing Too Much on Yourself
Although you are discussing your business and attempting to achieve whatever goals or purpose you have for making videos, you cannot make it all about you. You need to make sure you take the time to understand your audience as well. What is their age? Where do they live? What is their education level? What are they looking for? What do they need? How are they viewing your content?
There are so many people in the world so you need to make sure that you know who you are targeting and what the best ways to reach them and keep their attention are. You need to know the How, Where, and Who of your audience! Make sure the foundation of your video marketing strategy focused on your audience and the buyer’s journey.
Not Focusing on Yourself Enough
Now you may have taken the time to learn more about your audience and what they need but focusing too much on them isn’t a good thing either. You need to market your brand as well and ensure that what you are releasing has a focused purpose. What is the focus of the video you are releasing? Is the topic specific and detailed?
Use your logo as much as you can and show off your brands identity. Place in your website URL where you can and remind the audience that it is YOU trying to reach them and that there is someone behind all those videos.
Not Using the Right Type of Platform or Video
If you take the time to strategize and know your audience, you should also learn that using the right platform and video type are just as important. Depending on what your business does and what videos you let out, one platform or video type might not work as well as another. Facebook has different pros and cons when compared to Instagram or Snapchat. Your audience may be searching for answers to their questions, so releasing a video about your business awards and products won’t serve the same purpose as a FAQ video.
Another common mistake is assuming that because YouTube is a platform focused on video, that it is the best option. It usually isn’t. It may be important to utilize YouTube, but it is better to upload native videos to the platform of your choice, like on Facebook or your actual business website. If you keep having to link the videos you create, you are sending your audience to YouTube, not to your business page. Other platforms will also have different ways to observe how your videos are being viewed by others and what kind of impressions you are making.
Failure to Use SEO or CTA
If you don’t know what CTA (Call to Action) or SEO (Search Engine Optimization) are, now would a good time to do some research because failing to implement these into your strategy is a huge no-no! Just releasing videos isn’t enough. You need to help your audience by telling them what their next step should be. Creating a CTA can help show your audience whether you want them to share your video, comment, contact you, wait for another video, or even just do more research.
There are countless kinds of CTAs out there and understanding their differences is just as important. Releasing a video with a headline “Some stuff you may want to know” isn’t as clear and straightforward as “Frequently Asked Questions.” What you name, list, and keyword your video is important as well because your audience won’t be able to find the information without it. They won’t assume typing in “Answers to Stuff” will get them results and will be looking for “Frequently Asked Questions” instead.
Knowing What You Are Capable of
Now this may seem like an odd mistake to make but it is true. Knowing where you may need help is important. If you are struggling to create a strategy, script content, find content, locate your purpose, find out information on your audience, or assign responsibilities it may be better for you to accept that and look for some assistance elsewhere. Now this doesn’t have to be an actual business who focuses on video marketing (although that may be a safer option), it could be a friend or maybe even someone else who works in your business who may have a better idea or more time to spend working on it alongside you.
It is also just as important to make sure the people you find for help know what they are doing too though and can admit to you where they may struggle. Do they understand the purpose you’ve explained to them? Do they know information about your business? Do they know what your business is about? Do they know what video types may work better for you or where your strategy needs to start?
Not Having Patience or Observing Results
Patience is key! Just creating a strategy, uploading videos on every platform, and using CTAs doesn’t ensure results. Now it puts you in a better position to get results but using video marketing takes time. Trends are constantly changing, new fads are coming out, consumers are constantly changing what they want and need. Beginning a video marketing journey and just expecting to get perfect, exact results right away is not going to do you any good. It may cause you to stop your journey and that is not what we want.
Once you put out media, you need to make sure you are using the platforms you choose to analyze your results. Who is watching your videos? How are they feeling about the videos? What were their first impressions? Are they giving you feedback? Checking on these kinds of things constantly and adjusting your strategy will be better for you and your business. Just stay patient!
Now these aren’t all the mistakes that are out there, but they are the most common mistakes that can be run into in a video marketing journey. Hopefully you know that creating a strategy can help you avoid making a lot of these mistakes, and that it is okay to ask for help. Knowing your audience, what platforms to use, what video types to use, and how to implement CTAs and SEO can help keep you from experiencing failure in your video marketing experience. If you have any questions or comments, feel free to contact us and don’t be afraid to share this information with your peers!
-Your Friendly Neighborhood Video Consultant