03 Oct Common video marketing mistakes to avoid.
In today’s digital world it is glaringly obvious that incorporating video into your overall marketing strategy is an absolute must. Whilst many businesses like to approach new things with a “just do it” attitude, spontaneity can lead to mistakes. So we have created this handy guide of the most common mistakes seen in video marketing.
1. It’s not all about you.
When you talk too much about yourself or your product, it is easy for the viewer to tune out and switch off as they have nothing to relate to what you are saying. We have probably all seen a video on Youtube that serves up a sales pitch that has absolutely nothing to do with you, think about it from the viewer’s perspective. What would they want to watch?
Our advice is to take a step back and think about the journey from viewer to customer, what would they want to know right now?
Here is an overly simplified customer journey:
- Awareness stage. If you’re video is focusing on the awareness stage, you should introduce your brand and provide an educational background on your product and/or service.
- Consideration stage. By this time your potential customers are starting to research what will solve their problem. Your content should provide comparisons on why your product and/or service is better than its competitors.
- Decision stage, this is where content such as testimonials and in depth product/service videos can all serve to guide your viewers into making a purchase.
2. SEO doesn’t pertain to video… Right!?
Everyone knows how important SEO is in your content marketing but many forget about it when it comes to video.
Including SEO within your video descriptions and titles is how your content gets discovered. This is how your content gets found when someone is researching a problem, your content will be their solution.
Take a step back and think what will your potential customers be searching for? Convert this into search terms and optimise your title and description to match.
3. Avoid the Hard Sell!
One of the most annoying video marketing mistakes is the hard sell. Videos can be really effective in creating relationships between your brand and it’s audience, but not if you are constantly pushing the viewer to buy.
Going back to the viewers journey in the awareness stage, you want to create videos that people will actually want to watch. Think about when you stumble across a video on your social media feed. What makes you want to watch it? Is it going to be a video that adds value to something you are interested in? Or is it going to be 90 seconds of someone saying BUY NOW! Most people aren’t looking to be sold to, they are looking to be entertained and educated.
You need your video to tell a story, share knowledge that is going to resonate with your audience whilst discussing issues they may be experiencing. It is essential to hit upon your buyers concerns and provide an answer that will be of value.
For instance a testimonial about how your product was a game changer, or perhaps something that pulls at the heart strings and leaves the viewer thinking about your brand’s role in that. These are both great ways of moving someone through the journey from viewer to customer.
Finally think about what kind of video someone would want to share with their social network. The more value you’re providing to your audience the more likely someone is going to want to share your video.
4. No call to action?
So you’ve created a targeted piece of engaging video content but provide no opportunity to capture their information and help guide them into making a purchase.
Having no call to action is another common mistake.
For instance someone is watching your video, they are intrigued by your message and there is a good chance they are interested in finding out more, unless you provide a button to click, a website to visit or even a number to call, how will they know what to do next? Without this nudge in the right direction they are unlikely to take the time to try and find it themselves.
5. Choosing the wrong platform?
This might be something you didn’t think about at the beginning of your video but it is essential in getting the most out of your video content.
When looking into what platform to use you’ll need to be aware that each platform offers different features. Are you concerned with awareness? If so then choose a platform that helps you drive more traffic towards your video content. Youtube is a great platform for growing organic traffic as users search youtube for specific keywords. If you are aiming to increase conversions then a platform that allows web forms would be a good choice. Platforms like Wistia would make the most sense here as it provides more tools for video marketing purposes.
There are many things to take into consideration when choosing a video platform. We will dedicate a post going into more detail.
6. Don’t Forget It!
The final mistake on our list is that people would often create content and forget about it. This applies to all types of content. No matter what you are producing, whether it’s social posts, blogs, or videos you should constantly revisit your content to see what is working and what isn’t, making sure you don’t waste any more time on the stuff that isn’t.
If you aren’t looking into what’s generating traffic or interaction how are you able to effectively guide your content strategy? It’s like paid advertising – you can’t throw money at it and hope something sticks, you have to look into what is of value to your audience.
Constantly track, monitor and record your analytics. Make a point to regularly check out who is watching, where, how long and how many interactions with your call to action?
All of this information will help to guide your video content strategy, to deliver more value to your viewers and drive conversions.
Wistia for example provides tools to help you track who exactly is watching your content, integrate with your CRM software to create leads, generate heat maps to see which sections are being skipped, rewatched etc.
Insights like these can and will show you what worked, what didn’t and ultimately what should be created in the future.
The last thing you need is to spend your budget producing video, to then get to the end of your campaign and realise that your efforts have been for nothing. Your video content should be planned and strategised from the outset, it should never stay the same and you should always be looking to adopt, adapt and improve. Use your analytics from previous content to gain more reach and engagement as you build a solid relationship with your audience, understanding how to reach them and what it is they want to see.
There are many things that can go wrong (and right) with video marketing and to the inexperienced it can seem like a bit of a minefield. If you are still in doubt about how to approach video marketing, or have any questions arising from this post, get in touch using the link below and we will be happy to help.