Video plays a progressively significant role in marketing and is currently one of the most effective ways of engaging with potential customers and attracting their attention. If you do it right, it can yield incredible results for your business. But it requires careful planning.
Almost any type of business can benefit from the production of a short video to introduce their products and services, these days!
Consumers are 64-85% more likely to purchase a product or service that has video representation.
Studies have shown that consumers are 64-85% more likely to purchase a product or service that has video representation. This makes establishing a personal connection with buyers through the means of video marketing a key element in the future of online marketing.
4 Stats that Prove Marketers Need Video
Marketers who are headed towards digital marketing careers should have a complete understanding of the power of video as a marketing tool. This is not only because they might be interested in making amazing videos, but because they’ll probably have to learn to incorporate video into their content in order to remain competitive. Let’s see these stats:
97% of marketers claim that videos help customers understand products.(Hubspot)Over 80% of all traffic will consist of video by 2021. (Cisco)
81 % of businesses are now using video for marketing. (Hubspot)
90% of consumers claim a video helps them make a purchasing decision.(Social Media Today)
There are many tools and services available to help you create and share videos, but it can be expensive as well as a time-consuming endeavor. Knowing what not to do can improve your chances of a successful video marketing campaign.
Here are 5 video marketing mistakes that you must not do.
1. Not knowing your audience.
One of the most important keys for successful marketing is to know your audience or targeted consumers. For video marketing to be successful, you must know your audience. One of the biggest mistakes people make is to start creating videos without a good grasp of their audience’s interests and tastes. Try gathering as much information as possible about your target audience. Do they enjoy short videos or in-depth explainers? Do they use YouTube? This info is essential for your video marketing strategy, which brings us to the next mistake.
2. Making bland, boring videos.
Videos are a visual medium. If they are not great to look at or fun to follow, they will not attract consumers. Think to yourself as you watch it, would I have clicked away yet? Plan for constant engagement. Also, engaging in video creation cannot just be for the sake of it. Without a long-term strategy, a video is just a video. You need to know why you’re doing this in a clear and concise way if you want it to be successful.
No strategy = wasted effort.
3. Being too “sales-y.”
While there is a place for videos focused on sales, those typically come later on in the funnel. For customers who are early in the sales funnel, videos should be about giving them something, whether it be business advice or explaining a concept. Whatever you might be offering them, it needs to be something that you can deliver without a hard pitch. The minute someone feels sold to, they’re going to move on.
4. Not sending a clear message.
This comes down to two mistakes mentioned earlier -not knowing your audience and the lack of a strategy. You need to have one or two takeaways from the video to ensure that the message doesn’t get muddled or your consumer doesn’t get puzzled.
Videos need to be short and tightly focused. An optimal length of a business video has been a debated issue for a long time, but most of the latest studies show that it is about 2 minutes. Until that moment most videos show about 70 percent engagement, with an abrupt drop immediately after. Don’t try to tackle too much in one video. Each video should focus on one topic, question, task, process, etc. If your videos lack focus, break them up into separate videos.
5. Leaving out a call to action.
Don’t forget the reason why you are making a video in the first place. After watching your video, you want people to act in a way that will be beneficial to your business. You want them to agree with what you are saying, and you want to persuade them to use your products or services. You need to make that clear at the end, even as you try not to make it a sales pitch. Make it seem like you are just suggesting something but in a strong and persuasive way.
Nonetheless, it is very important to optimize your video once you are ready to post it on social media. YouTube is second only to Google as the biggest search engine. They both search the metadata that accompanies video for phrases and keywords. It’s important that you use relevant keywords in the categories, title, tags, and description. This will help people find your video. Be sure to do the same for Facebook and wherever else you post your video.
And avoiding these common video marketing mistakes will clear the way to success for your business.
Looking for a video marketing plan for your brand? Contact us today.