Any business that wants to stay relevant in today’s digital age needs to have a video marketing strategy. Video is an incredibly powerful medium that can help businesses promote their products, services, and brand. It’s also a great way to connect with customers and build relationships. When used correctly, video marketing can help you connect with potential customers, build trust, and boost sales. If you are not using video marketing in your business campaigns, you are missing out on a great opportunity
Any given video marketing campaign will be composed of a number of different moving parts. In order for the campaign to be successful, each of these parts must be executed flawlessly. Unfortunately, even the most experienced professionals can sometimes make mistakes.
When it comes to video marketing, there are a few common mistakes that can easily derail an otherwise successful campaign. Avoiding these mistakes is paramount to the success of your video marketing efforts.
Avoiding common mistakes
If you’re planning on incorporating video into your marketing campaign, there are a few common mistakes you’ll want to avoid. Here are four of the most common mistakes made in video marketing campaigns, and how you can avoid them:
1. Not knowing your audience
If you’re creating a video marketing campaign, it’s important to consider who your target audience is. Not knowing your audience can have a big impact on the effectiveness of your campaign.
Without knowing who you’re trying to reach, it’s difficult to create content that resonates. You might end up making a video that’s too general and doesn’t speak to the specific needs of your target audience. Alternatively, you could make a video that’s too niche and fails to appeal to a wider audience.
Knowing your target audience is essential to creating a successful video marketing campaign. Once you know who you’re trying to reach, you can tailor your content to their specific needs and interests. This will make your videos more effective and more likely to achieve your desired results.
2. Not having a clear call to action
As a marketer, one of the most important aspects of any video marketing campaign is having a clear call to action (CTA). Without a CTA, viewers are left to their own devices to decide what they should do next, which can often lead to confusion and frustration.
While a CTA is not always required, it is generally considered to be best practice to include one. This is because a CTA provides viewers with a clear path to take after watching your video. By doing so, you can help to increase conversion rates and encourage viewer engagement.
There are a number of different ways to incorporate a CTA into your video marketing campaign. For example, you could include a text overlay with a CTA, or you could include a graphic at the end of your video with a clickable link. Whichever method you choose, just make sure that your CTA is clear and easy to understand.
3. Not tailoring your content to each social media platform
When creating a video marketing campaign, it is important to tailor your content to each social media platform. Failing to do so can have a negative effect on your campaign.
Each social media platform has its own unique user base and features. For example, Instagram is mainly used by younger people and is very visual, while LinkedIn is used by professionals and is more text-based.
If you create a video that is too long or complex for Instagram, you will lose potential viewers. Likewise, if you make a video that is too short or simplistic for LinkedIn, users will not take it seriously.
By tailoring your content to each social media platform, you can ensure that your video marketing campaign is effective and reaches your target audience.
4. Not focusing on a single message
As a video marketing campaign manager, it is your responsibility to make sure that your team is focused on a single message. This can be difficult when you have a lot of people working on the campaign, but it is important to keep the message clear. Otherwise, you run the risk of confusing your audience and causing them to lose interest in your video.
There are a few things that you can do to make sure that your team is focused on a single message. First, you need to have a clear idea of what the message of the campaign is. You should then communicate this message to your team and make sure that everyone is on the same page. Finally, you need to monitor the progress of the campaign and make sure that the message is being communicated clearly.
5. Not using professional-quality video
The quality of a video marketing campaign can make a big difference in its effectiveness. Professional quality video can help to engage viewers and keep their attention, while poor quality video can turn viewers away.
There are a number of factors that contribute to the quality of a video, including the production values, the editing, and the overall content. A professionally produced video will typically have higher production values, meaning that it will look more polished and professional. This can be important in making a good impression on viewers and in keeping their attention focused on the video.
Professional editing can also make a big difference in the quality of a video. A well-edited video will flow smoothly and be easy to follow, while a poorly edited video can be jarring and difficult to watch. The overall content of the video is also important. A video that is interesting and informative is more likely to engage viewers than one that is dull or uninspired.
Overall, the quality of a video marketing campaign can have a significant impact on its success. Professional-quality videos can engage viewers and keep their attention, while poor-quality videos can turn them away. When planning a video marketing campaign, it is important to consider all aspects of the video, from the production values to the editing to the overall content, in order to create a high-quality finished product.
6. Not using subtitles or Closed Captions
If you’re not using subtitles or closed captions in your video marketing campaign, you’re missing out on a huge opportunity to engage with your audience. Studies have shown that adding subtitles or closed captions to videos can increase viewer engagement by up to 12%.
There are a number of reasons why subtitles or closed captions can be beneficial for your video marketing campaign. Firstly, they make your videos accessible to a wider audience, including those who are deaf or hard of hearing. Secondly, they can help viewers follow along with your videos more easily, especially if they’re watching in a noisy environment. Finally, they can also help boost SEO by making your videos more searchable online.
So if you’re not already using subtitles or closed captions in your video marketing campaign, consider adding them to your videos today. You might be surprised at the difference they can make.
7. Not thinking about SEO
It is no secret that SEO can be the make or break for any video marketing campaign. After all, if your target audience cannot find your videos, then they cannot watch them. However, what many people do not realize is that not thinking about SEO from the start can have a negative effect on your entire campaign.
There are a few things to keep in mind when it comes to SEO for your video marketing campaign. First, make sure that your videos are properly tagged with relevant keywords. This will help them show up in search engine results. Second, create transcripts of your videos so that search engines can index the audio content. Finally, promote your videos on social media and other websites to help them get more views.
If you do not take the time to think about SEO for your video marketing campaign, then you are likely to miss out on a lot of potential views. Make sure to keep these tips in mind so that your campaign can be as successful as possible.
8. Not promoting your video
It is no secret that video marketing is on the rise. More and more businesses are using video content to promote their products and services online. However, many businesses make the mistake of not promoting their video content properly, which can result in a decrease in views and engagement.
One of the most important aspects of promoting your video content is making sure that your videos are SEO optimized. This means that your videos should have titles and descriptions that contain relevant keywords that people are searching for. Additionally, your videos should be hosted on a platform that is easy to find and share.
Another important aspect of promoting your video content is to use social media platforms to share your videos. Facebook, Twitter, and Instagram are all great platforms to share your videos on. You can also use paid advertising on these platforms to increase your reach.
Finally, you should also make sure to embed your videos on your website and blog. This will allow people who visit your website to easily watch your videos.
If you are not promoting your video content properly, you will likely see a decrease in views and engagement. Make sure to follow the tips above to ensure that your video marketing campaign is successful.
9. Effect of Not measuring your video analytics in a video marketing campaign
As a business owner, you may be wondering if it’s worth your time to measure the analytics of your video marketing campaign. After all, producing and editing videos can be time-consuming and expensive. Surely, simply putting your video out there and seeing how many people view it is enough, right?
Wrong. If you want your video marketing campaign to be effective, you need to measure its analytics. Otherwise, you won’t be able to tell what’s working and what isn’t, and you’ll waste time and resources on strategies that aren’t giving you results.
So what should you measure? Here are some important video analytics to keep track of:
· Views: How many people have watched your video?
· Engagement: How long are viewers watching your video? Are they watching until the end, or are they dropping off before then?
· Shares: How many people have shared your video?
· Comments: What are people saying about your video?
· Click-through rate: If you’ve included a call to action in your video (such as a link to your website), how many people are clicking through?
· Leads: If you’re using your video to generate leads, how many people are filling out your form?
· Sales: If you’re using your video to drive sales, how many people are buying your product or service?
Measuring these analytics will give you valuable insight into the effectiveness of your video marketing campaign. If you see that your videos are getting a lot of views but not many shares, you know you need to work on making your videos more shareable. If you see that people are dropping off before the end of your videos, you know you need to make your videos more engaging. And if you see that your call-to-action is getting a lot of clicks, you know your video is successful in driving traffic to your website.
By avoiding these common mistakes, businesses can increase their chances of success with video marketing.