Is your business preparing to join the video marketing party? If so, then great! Welcome to the future, otherwise known as the past two decades. You have a lot to learn, young marketer…
The best way to learn what to do is by knowing what not to do. If you thought that you could plan, shoot, edit and upload a successful video marketing campaign in an hour then think again because a lot of work and resource is required to generate a positive ROI.
Let’s take a look at five of the video marketing cardinal sins to avoid.
Table of Contents
Please put the phone away. Although the quality of video has greatly improved on our smartphones over the last five years, they are NOT good enough to shoot a professional quality video for your marketing campaign. Invest in good quality equipment, or at least hire in professionals who have access to such equipment.
Cameras and editing equipment (again, actual software and not what came preloaded on your smartphone) do not come cheap. Set aside some of your marketing budget for equipment (and people that know how to use it) to ensure that your video represents the brand exactly how it is intended to.
How long does it take for you to get bored watching an advert? You can’t wait to hit that skip button when watching cat videos on YouTube, can you? So why do so many video marketers expect their audience to be any different?
You have, at most, a 10-second window to capture your audience’s attention. If you fail to do so, then that’s another potential customer lost.
Successful viral marketing campaign relates to the audience, pinpoints a pain and offers a solution, all in the space of a matter of seconds.
The audience should be committed to your message within the first 6-7 seconds of your video, which should be no more than a minute long at most.
Posting Exclusively on YouTube:
For maximum exposure, you want to ensure that your message can be found in more than just one place. Meaning that limiting your outreach to YouTube will not yield the results that you desire, although you can obviously use the embed code and link to post elsewhere.
Social media, such as Facebook and Twitter, that allows you to target a specific audience will maximise your reach to the audience that you want. YouTube and social media often work in tandem, and almost always complement each other when used effectively.
Not Measuring Performance:
What do you do once you have posted your video? Watch it back a few times and high five your colleagues on how good it looks? No. What you should be during is gathering analytical data, which is a basic part of digital marketing. You should be measuring:
• Bounce rate (how many did not watch until the end)
• How many watched until the end
• Conversion rates
All of this data will tell you what performed well and, more importantly, what did not perform so well, providing you and your team with areas of development.
Playing it Safe:
Never be afraid to make mistakes because they provide valuable lessons that you can learn from and improve.
As the saying goes, anyone that has never failed has never tried. If you do the same thing as hundreds before you, your content will not be deemed valuable by your audience.
Content that pushes the boundaries is exciting and is far more likely to produce conversions and be shared online, generating more exposure for the brand.
Videos should be relaxed and informal, instead of corporate and serious to gauge the viewer’s interest.
When you approach your video marketing strategy with a clear plan, having invested in the essential resource, you will be on your way to developing your brand’s online presence.
Guest Post: Lorna