According to the latest statistics, online videos are responsible for more than 80% of consumer internet traffic. Therefore, it is only logical for businesses to incorporate video marketing as an effective marketing strategy.
Top 7 Mistakes Made By Video Marketers
The first and foremost mistake made by video marketers is that they rush into it without doing an adequate amount of research. As a result, they miss out on a lot of important factors that ultimately affect their overall campaigns.
Here, we have noted down the most common mistakes and how you can easily fix them to get the desired results.
1. Making A Promotional Instead Of Informational Video
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Nobody wants to watch a video that goes on and on about the business, brand, or their goals. Due to this, most consumers skip the video without even watching the whole skit.
This can be easily fixed by focusing on making an informational video. Hence, the videos can solely be about the product, why it is better, and why one should purchase it. Around 50% of the consumers actively look for videos related to the product or service that they are about to buy.
Accordingly, you can create tutorials, product or service demos, customer testimonials, and other related content. You can also end the video with a call-to-action (CTA) by linking your website, contact info, or other ways to help them purchase the product. This will surely help the consumer to make the final buying decision.
2. Thinking Of It As A One-Off Marketing Strategy
source: tweakyourbiz.com
Another common mistake businesses make is that they make only one video for their campaign. It is important to note that video marketing is not a one-off strategy.
To keep from making this mistake, they have to be consistent while creating video content. As a result, they have to maintain a separate department that is focused on creating videos on a periodical basis.
Quality video content provides an edge on existing market competition. It also provides more organic results and increases brand recognition. Additionally, consumers are more likely to watch and share your content if you post from time to time.
3. Forgetting About SEO
source: weknowvideo.com.au
Search Engine Optimization is not restricted to blogs, articles, or website content. This applies to video content as well. Forgetting SEO for the same can hamper your overall marketing strategy.
As an easy fix, video marketers can use Google Search Console to incorporate SEO in the video’s title and description. They can also mention the initial target market to help search engines index the video.
Accordingly, they can use a video marketing blaster to quickly find the relevant keywords and use the same within their content. Research both primary and long-tail keywords as they are equally important for SEO.
4. Not Understanding Target Consumers
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Video content should not be created for the sole purpose of creating them. This can result in a shabby, cheesy, or unwatchable video that does not stand out from the existing campaigns.
Hence, one should properly research their target consumers and create videos accordingly. It should tell a story for the product and provide a sense of value for the consumers. You can also ensure you make it informational and entertaining that will urge them to share it with other consumers.
Do not try to push people towards buying the product. Instead, create a video that answers their questions and guides them towards purchasing the product. Also, create an attractive CTA towards the end of your videos to help them do the same.
5. Failure To Increase Video Marketing Investment
source: brandignity.com
Nowadays, an increase in internet usage has provided consumers with better bandwidth and browsing speed. As a result, they started to prefer high-quality videos over low quality. Hence, businesses need to ensure that their videos are high in quality as well.
For this, they need to optimize their video investment or simply hire a professional videographer. Some needed equipment includes a high-quality video camera, lighting, stabilizer, and a good audio capturing device.
Accordingly, businesses can invest in a good editor or creative video content creator as well. They can cover important factors, such as how to make a video and its overall content. A low-quality video hampers the image of the business and deems its products or service as inferior quality.
6. Choosing The Wrong Video Platform
source: 50wheel.com
YouTube is the second largest online platform, but it is not the only video platform on the Internet. Some video platforms are better suited for business and brand recognition as opposed to entertainment.
Hence, businesses should research and choose the right video platform for posting their content. Some notable platforms include Vimeo, Wistia, Viddler, and BrightCove. These platforms differ in audience and types of content.
Although YouTube is still a good place to start, you should study your target consumers carefully to ascertain the best platform for hosting.
7. Not Following Up With Video Campaigns
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YouTube and other video platforms provide various analytical tools to analyze the reach of their content. However, most video marketers fail to utilize them effectively to get better results in the future.
Organizations need to measure their video campaigns through referral traffic, click-through rates, bounce rates, content engagement, likes, comments, and views. This will help the marketers to understand which type of content is working and which isn’t.
Accordingly, they can continue to create the type of content that is most preferred by their target consumers. Eventually, this can increase organic traffic and brand awareness in the future.
Conclusion
To summarize, video marketers can ensure that their campaigns are successful by rectifying the mistakes mentioned above. It is important to note that not all campaigns will take off as soon as it is posted.
Many factors decide whether the campaign will fetch the desired results or not. However, make sure to pay attention to SEO and always opt for organic as opposed to inorganic advertising.
Accordingly, maintain the quality of your video content and create follow-up videos for the same. Storytelling is the most important quality that you should incorporate into your videos without fail.
